永创设计 | 九毛九西北菜跑马场店

未来复古风&地域化隐喻空间

本次设计是九毛九西北菜在广州总部赛马场美食街5档（跑马场花园对面）的店铺，算是九毛九品牌的起源店，所以此次翻新设计，永创希望帮老品牌打造一家“这顿饭吃的真舒服”的评价好店。

This design is the shop of Jiumaojiu Northwestern Food Street in Guangzhou Headquarters Racecourse Food Street (opposite the Racecourse Garden). It is considered the origin store of Jiumaojiu brand. Therefore, for this renovation design, Yongchuang hopes to help the old brand build a store. “This meal is really comfortable” evaluation is a good shop.

九毛九是一家结合了家庭手做的西北菜餐饮品牌，离不开小吃、烧烤、小菜、手工面等产品，他们把手工制作的传统流程延续。因此在设计上我们把设计的基调与九毛九“坚持手工，坚持人情味” 的理念结合，融入西北地域元素与未来复古主义建筑的造型，打造一个有温度的“西北荒漠感”的隐喻空间。

Jiumaojiu is a Northwestern cuisine catering brand that combines family hand-made dishes. It cannot do without snacks, barbecues, side dishes, hand-made noodles and other products. They continue the traditional handmade process. Therefore, in the design, we combined the design tone with Jiumaojiu’s concept of “adhere to handwork and adherence to human touch”, and incorporate the northwestern regional elements and the shape of future retro architecture to create a metaphorical space with a warm “northwest desert”.

Warm space.

不“zuo”的温暖空间

设计团队与九毛九总部有着相同的设计理念，一致认同“门店设计做的不要太‘设计’，一定不可以‘zuo’，但是要有些许跳脱。”

The design team shares the same design philosophy as the Jiumaojiu Headquarters and agrees that “the store design should not be too’designed’, it must not be’zuo’, but it must be a little bit off.”

“有舒服的饭和有温度的设计”这是永创设计一直想给客人带来的消费体验。使客户从进门开始就感觉放心，有信任感！”

——永创设计黄冠州

“Comfortable meal and temperature design” is the consumer experience that Yongchuang Design has always wanted to bring to its guests. Make customers feel at ease and trust from the moment they enter the door! “

——Yongchuang Design Huang Guanzhou

▲门头概览 Outdoor overview

要做到不“zuo”的设计，就要把传统与现代“自然”地结合在一起，使翻新后的九毛九既是新的模样又保留熟悉的气息。因此，我们给这次设计的主基调定义为“未来复古风”。

To achieve a design that is not “zuo”, it is necessary to “naturally” combine tradition and modernity, so that the refurbished Jiu Maojiu has a new look and retains a familiar atmosphere. Therefore, we defined the main tone of this design as “future retro style”.

▲元素融入 Design elements

▲室内概览 Indoor overview

Local retro futuristic style.

未来复古风的地域化呈现

在这次设计中，运用复古怀旧的元素和具有科技色彩的未来主义风格的结合体。这在过去与未来的张力之间创造而出的独特美学，熟悉又陌生，探讨着人们对缅怀过去与未来想象之间的猎奇心理。

In this design, a combination of retro nostalgic elements and a futuristic style with technological colors is used. This unique aesthetic created by the tension between the past and the future is familiar and unfamiliar, and it explores people’s curiosity about remembering the past and future imagination.

▲形态提取分析图 Shape extraction analysis chart

将西北窑洞的造型元素与90年代的未来复古风建筑线条相融合，更多地用到了倒角的手法，贯穿于空间和家具设计，充分的体现未来复古风格这一特征。大量的圆弧与无棱角的弧度一方面能给观众圆润舒适的感受，又能构建空间自然的流动感。

The styling elements of the northwest cave dwellings are combined with the retro-style architectural lines of the future in the 90s, and more chamfering techniques are used throughout the space and furniture design to fully reflect the characteristics of the future retro style. A large number of arcs and non-angular arcs can not only give the audience a round and comfortable feeling, but also create a natural sense of flow in the space.

以西北窑洞建筑为元素基础，给予客人一种“时间门”的感觉，透过这样的“未来”，其实是回到了“相对的过去”。

Based on the northwest cave architecture, it gives guests a feeling of “time gate”. Through this “future”, it is actually a return to the “relative past”.

▲太空机舱式的卡座区Space cabin-style deck area

对于如何从复古中体现未来感，我们大胆选用了亚克力作为设计的“提鲜”材料，我们抓住了亚克力的“渐变”与“微反光”特性，营造出稍纵即逝的光线感，身处于现代，又似捕捉到若隐若现的未来。

Regarding how to reflect the sense of the future from the retro, we boldly chose acrylic as the “freshness” material of the design. We have grasped the “gradient” and “micro-reflective” characteristics of acrylic to create a fleeting sense of light. Being in the modern age, it seems to capture the looming future.

▲渐变亚克力隔断Gradient acrylic partition

Special red.

特调降噪“九洲红”

设计团队从最直观的主色设计上也进行了大幅度改造，面对原来高饱和度的“九毛九经典红”，设计师决定给大红色进行“降温”，通过层层筛选和调配，最终选定以“落栗红”与“远洲鼠”按不同比例调和出来的红色系列，这款红色看起来更高级却摆脱原先燥热感的，更具亲和力的同时，也和原先品牌主题保持一定的粘性，延续品牌联系，将过去、现在和未来融合，设计团队也给这款红色系列自命名了一个与九毛九品牌相关联的色号——“九洲红”。

The design team has also carried out a substantial transformation from the most intuitive main color design. In the face of the original high-saturation “Nine Hair Nine Classic Red”, the designer decided to “cool down” the big red, through layers of selection and deployment, In the end, a red series that was blended with “Luo Lihong” and “Yuanzhou Mouse” in different proportions was selected. This red looks more advanced but gets rid of the original hot feeling, and has more affinity while maintaining the original brand theme. With a certain stickiness, it continues the brand connection and integrates the past, present and future. The design team also named this red series a color number associated with the Jiumaojiu brand——“Jiuzhou Red”.

▲柔和的灯光设计 Soft lighting design

“九洲红”色系在空间中的适配性极高，通过不同饱和度、明度、色相的红在空间中建立协调又有变化的层次关系，配上米黄色墙体和桌面作为辅色，让空间营造出更为柔和舒适的感觉。

The “Jiuzhou Red” color system is highly adaptable in the space. The red of different saturation, lightness and hue establishes a coordinated and varied hierarchical relationship in the space, with beige walls and desktops as auxiliary colors , Let the space create a softer and more comfortable feeling.

▲材质运用图 Material application diagram

▲西北荒漠风景的抽象装饰画Abstract decorative painting of desert landscape in Northwest China

在细节方面，设计以西北地区“大漠孤烟直”、“烟沙附砖瓦”的元素为灵感起点，设计团队对材料的应用可谓深思熟虑，在墙体运用粗糙质感的肌理漆作为点缀与呼应。

In terms of details, the design is inspired by the elements of “solitary smoke in the desert” and “sand with bricks and tiles” in the northwest region. The design team has considered the application of materials and used rough texture paint on the walls as embellishments and echoes.

▲墙体肌理自然形成柔雾效果The texture of the wall naturally forms a soft fog effect

我们希望用不同的材质搭配在圆盘水磨石灯具，产生碰撞感，在圆形水磨石灯具上方辅以玫瑰金色的不锈钢“小烟囱”，除了考虑颜色的搭配效果以外金色的“烟囱”还寓意着“烟火”旺盛，水磨石的“旧”和不锈钢的“新”形成古朴与未来感的材质碰撞。

We hope to match the disc terrazzo lamps with different materials to create a sense of collision. The rose gold stainless steel “small chimney” is supplemented above the round terrazzo lamps. In addition to considering the color matching effect, the golden “chimney” also means “ “Fireworks” are vigorous, and the “old” of terrazzo and the “new” of stainless steel form a collision of primitive and futuristic materials.

▲项目细部 Design details

▲空间局部 Spatial local

圆盘水磨石灯具灯的圆形与梁柱结构上的双圆形相呼应，弧形内嵌式的卡座与软靠垫的倒角造型和磨砂不锈钢的结合，带来软硬的材质对比。

The circular shape of the disc terrazzo lamp echoes the double circular shape of the beam and column structure. The combination of the arc-shaped embedded card seat and the chamfered shape of the soft cushion and the frosted stainless steel brings a contrast between soft and hard materials.

呼应“些许的跳脱”，在窗户边配上热带荒漠代表性的植物加深“西北风味”的印象，营造空和自然的暖意，让整体环境看起来更年轻化、沉静舒适！

Echoing the “slight break”, adding tropical desert representative plants to the windows to deepen the impression of “northwest flavor”, creating an empty and natural warmth, and making the overall environment look younger, calmer and more comfortable!