MOC | 蛙小侠-广西南宁航洋店

蛙小侠是餐饮行业中牛蛙品类的头部品牌，在文化输出上致力于“侠风IP”的打造，以此为基础，蛙小侠拥有独特且统一的视觉调性。随着时代的发展、消费者习惯的变化，蛙小侠也在“侠风IP品牌”中不断的探索新的可能。

The Kungfu Froggy is the leading brand of bullfrog dining in the catering industry. Its restaurant culture is based on the intellectual property of “Kungfu Hero”, so the brand has a unique and consistent visual identity. As the times go and consumer habits change, the Kungfu Froggy is exploring new possibilities in its IP of “Kungfu Hero”.

南宁航洋店是品牌开设的第一家门店，对于品牌来说意义非同一般。作为餐饮品牌向文化餐饮品牌升级的首站，品牌方决定回到起点，将具有纪念意义的首店进行形象更新，作为焕新的第一站。

The first Kungfu Foggy restaurant opened in Hangyang International City, Nanning and it is of great significance to the brand. It is the first stop to upgrade it into a restaurant brand with culture. The brand decided to go back to where it began and renew the image of the monumental first restaurant.

01.武侠的视觉触感

Haptic Visuality of the Kungfu Hero

侠是什么？

What’s the Kungfu Hero?

关于侠，不同的人对于侠有不同的想象和理解，可能有江湖、山林、竹海、客栈等场景，也会有诸如豪爽、清冷、飘逸等关于侠客性格的印象，甚至于笛声、水滴声、虫鸣等声音的想象……“侠”是一种精神，而非一个具像的形态。本项目的重点也在于如何将抽象的“侠”的精神，转换为可被感知的具象形态和空间感受。

Different people have different imaginations and understandings about Kungfu Heroes, who may appear in scenes like the Jianghu (the circle of martial arts), mountains, bamboo forests, vagabonds’ inns, etc. There are also character impressions of them being forthright, cool, ethereal and so on, or even sound associations such as the flutes, water drops, insects, etc. “Kungfu Hero” represents a spirit, rather than a figurative form. The focus of this project is to transform the abstract spirit of “Kungfu Hero” into a perceivable and figurative form and spatial experience.

“视觉触感”是一种电影的拍摄手法——颗粒状的、比较模糊的、甚至观感愉悦的一些画面，激发观众的对于感官的回忆：比如看到水，我们会回忆起自己的几种感官接触到水之后的记忆，从而形成一种基于视觉的触感。MOC从视觉触感的手法中获得灵感，尝试将“侠”转换为具象的场景。

“Haptic visuality” is a cinematographic technique – grainy, blurred, or even pleasant images that stimulate the viewer’s memories of the senses. For example, when seeing water, we recall several senses with water and it results in the haptic visuality. Inspired by this approach, MOC attempts to convert the concept of “Kungfu Hero” into a tangible scene.

▲电影《一代宗师》雨中打斗场景 The rainy fight scene in the movie of The Grandmaster

在武侠影视作品中，无数的经典场景是发生在雨中的，MOC希望通过“雨中的武林世界”作为概念进行空间设计，以此让雨中场景成为一种“视觉触感”，使蛙小侠的品牌故事与侠义精神产生更为深度的绑定。

In martial arts movies, a great number of classic scenes take place in the rain. MOC wants to design the space based on the concept of “Wulin (the Martial Arts World) in the Rain”, so a scene in the rain would bring in the “haptic visuality” to deeply connect the brand story of Kungfu Froggy and the spirit of Kungfu hero.

店铺入口展面分布雨景意境区，以真实的落雨场景结合线性灯光，中间穿插半透明的玻璃砖造型，构成一幅雨中的画卷，将“雨中的武林世界”在入口处就直白地展现出来。

The rain scene at the entrance of the restaurant is designed with real rain and linear lighting. Interspersed with translucent glass tiles, it forms a painting in the rain, putting on the show of “Wulin in the Rain” right at the entrance.

▲入口概览 Entrance

▲水景装置细节 Details of the rain installation

考虑到用户体验感，避免水花溅湿用餐人群，餐区使用钢绳结合灯光构成雨景中的用餐场景

Steel ropes and lights are used in the dining area to create a dining scene in the rain, which is a great experience for users without the water splash.

结合IP形象和品牌色彩，入口处的格子可内置IP公仔，阵列式的布置构成的震撼感明晰的传达出品牌核心IP形象。

The brand IP mascots can be placed in the cube wall that reflects the IP image and brand colors. The array arrangement forms a clearly overwhelming impression and conveys the core IP image of the brand.

蛙小侠的IP形象也进行了一次深度定制，整体镀铬镜面的效果更具现代感，手中撑伞并轻盈落于水面的姿态，更加深了雨景和侠客之间的关联印象。

The image of Kungfu Froggy is also customized in-depth. The chrome mirror effect is overall modern. The gesture of holding an umbrella in the hand and landing on the water effortlessly deepens the association with the rain scene and the martial warrior.

手持雨伞的IP形象由MOC建议，使用生活中常见的雨伞而非武器，立意在于传达关于“侠”的内涵–侠是 “保护”而非“攻击”。

The signature figure holding an umbrella was suggested by MOC. He is using a common umbrella rather than a weapon, which is intended to express the connotation of “Kungfu Hero” – to “protect”, rather than to “attack”.

02.“侠”的内核

The Core of “Kungfu Hero”

“我有力量，但是我用手遮住一半。” 这是抱拳礼的一种解读，右手握拳表达力量，左掌掩右拳则表示节制勇武的涵义，也是MOC在空间中所想要表达的关于“侠”的内核：有力量但克制，尊重他人、保护弱小。

“I have power, but I cover half of it with my hand.” This is an interpretation of the fist and palm salute, where the right fist expresses strength, while the left palm covers the right fist to show restraint and courage. This is also the core that MOC wants to express in the space about “Kungfu Hero” – having strength but with restraint, respecting others and protecting the weak.

空间中设置了多处雨伞结构的动态装置，除了贴合“雨中的武林世界”这一主题外，“伞”其实是普通人日常下雨时使用的物件，作为保护者的“侠”，也并不随时携带武器，他们与普通人无异，在需要保护别人的时候，身边随手可得的伞便可以化身为武器。此外“伞”本身所具备的功能也带给它“保护”的深层涵义。

There are several dynamic umbrella installations in the restaurant, which suits the theme of “Wulin in the Rain”. The umbrellas are objects used by ordinary people when it rains. As for the protectors like “Kungfu Hero”, they don’t always carry the umbrella. They are no different from ordinary people. But when they need to protect others, the umbrella at their fingertips can be transformed into a weapon. Moreover, the “umbrella” itself has the function that deepens the meaning of “protection”.

在入口处设置的动态雨伞装置，通过伞面装置和伞架装置双层反向旋转的形式，形成空间的视觉焦点，同时在入口处也隐约可见该装置，给人以探究的欲望。

The dynamic umbrella installation at the entrance becomes the visual focal point of the space with the reverse rotation of the canopy and frame. The installation is also visible at the entrance, giving people the desire to go in and explore.

▲入口处可看到旋转的雨伞装置，前方通过钢丝和灯光形成“雨丝” The rotating umbrella is visible at the entrance. The steel wires and lights in the front simulate the “rain of silk”

03.主题与场景的表达

Expression of Theme and Scene

在空间结构上，MOC通过室内搭建的屋檐自然的营造了屋内屋外的空间关系。

In terms of spatial structure, MOC naturally creates a spatial relationship between the inside and outside of the restaurant through the indoor eaves.

▲轴测图 Axon

沿用木方构成的伞架结构形式，构建出屋檐的形态与结构，使室内空间在屋檐之间的位置呈现出独特的户外感，在雨景中，屋檐下的灯笼造型吊灯更加强调了避雨的感受。

The umbrella frame made of wood constructs the form and structure of the eaves, which creates a unique outdoor experience in the interior. The lantern-shaped ceiling lamp under the eaves further emphasizes the feeling of sheltering from the rain.

▲屋檐划分了空间 The eaves divide the space

▲源自传统伞架的屋檐结构 The eave structure derived from the traditional umbrella structure

▲玻璃与钢绳制作的“雨丝” “Rain of silk” made of glass and steel wires

▲灯具结构细节 Details of the lamp structure

在空间的另外一侧，屋檐相对而设，在屋檐之间，五个大型雨伞装置被安装在天花上，并以不同方向交错的缓慢转动，成为空间中有趣的视觉体验。

On the other side of the space, the eaves are placed opposite to each other. Between them, five large umbrella installations are mounted on the ceiling and turning slowly in different directions, which makes an interesting visual experience in the restaurant.

▲可旋转的雨伞装置 The rotating umbrella installation

▲屋檐与中间旋转的雨伞装置 Eaves and the rotating umbrella installation in the middle

▲雨伞装置细节 Details of the umbrella installation

▲屋檐下的用餐场景 Dining under the eaves

▲从通道看下屋檐下的用餐区 Dining area under the eaves as seen from the passage

伞的元素不止体现在动态装置上，在解构了雨伞后，伞架结构也延展至空间内部的屋檐结构和道具细节上。

The umbrella element is not only reflected in the dynamic installation. After deconstructing the umbrella, the umbrella frame extends to the eaves and props in the space.

▲屋檐与雨伞装置的关系 The relationship between the eaves and the umbrella installation.

▲吊灯挂件构造细节 Construction details of the lamp pendant.

结合整体的空间概念和结构造型，MOC为该形象定制了一系列独具特色的家具和道具。它们不仅丰富了空间的层次，也让空间故事的表达和品牌文化的输出找到一个出口。

Combining the overall spatial concept and structural shape, MOC customizes a series of unique furniture and props for the restaurant image. They not only enrich the layers of the space, but also allow to introduce the space story and brand culture.

▲屋檐和灯笼的细节设计 Details of the eaves and lanterns

▲屋檐的结构与定制家具源自同样的设计语言 The structure of the eaves is derived from the same design language as the custom-made furniture

▲家具结构细节 Structure details of furniture

相邻的座位之间，MOC使用定制画面的布质区隔，画面结合品牌IP进行创作，将“侠”的文化通过画面直观的表现出来。

MOC uses custom-made fabric to separate the seating. Its image has combined with the brand IP and visually expresses the culture of “Kungfu Hero”.

空间的隔断使用大面积的不锈钢方块结合品牌色进行设计，每个方块上都有一个圆形的凸起，其设计元素来源于作战时的护具甲胄，回应“守护”精神内核。

The partition of the space is designed with large stainless-steel squares and brand colors. Each square has a bulging semi-sphere. This design element comes from the armor for combatting, which responds to the spirit of “guardianship”.

▲隔断设计来源于作战时的护具甲胄，回应“守护”的精神内核 The design element comes from the armor for combatting, which responds to the spirit of “guardianship”

MOC还为本项目定制了一款地面产品，结合空间的结构关系，在非屋檐区域的地面大使用了瓦片砖这一材料，取其户外园林感。工艺上则在瓦片砖上覆盖的透明环氧树脂材料，略微反光的质感，在解决瓦片砖缝隙难以清洁的问题的同时，也使整个空间更有户外雨景中的氛围。

MOC also makes a custom flooring product for this project. To integrate with the structural relationship of the space, tiles are generally used in the non-roof area to give the feeling of the outdoor garden. The tiles are covered with the transparent epoxy resin, which have a slightly reflective texture. It solves the cleaning problem of tile gaps while it also makes the whole space more like an outdoor rain scape.

▲入口的装置处的瓦片砖以圆心发散排布，与立面旋转的雨伞装置互相呼应，中间花岗岩雕刻的抱拳手势也回应了空间的侠之主旨 The tiles at the entrance are arranged in a circular shape, echoing the rotating umbrella on the fa?ade. And the fist-clutching gesture carved in the middle granite also echoes the main theme of Kungfu Hero

04.有人的地方就有江湖

Where There are People, There is the Jianghu

江湖不是打打杀杀，江湖是人情世故。热烈的烟火气对于该品类餐饮来说非常重要–空间中大面积使用了品牌红色，为空间带来了热烈的气息。

Jianghu is not a community of martial artists only about fighting and killing, but about human feelings and worldly affairs. The hot smoke and fire are very important for restaurants – the brand has extensively used red in the space, bringing a warm atmosphere.

空间中有一面面向户外的窗口，窗口外是商场的手扶电梯，为了减少外界往来人群对用餐者的影响，MOC将窗口用长虹玻璃封闭，条形的元素契合了雨景的概念。而玻璃的偏光效果使户外的光线和灯光随着时间推移，透过玻璃呈现变化的动态效果，为店内带来完全不同的氛围感受。

The site has windows facing the outside where there are the escalators of the mall. To reduce the impact of the outsiders on the diners, MOC closes the window with Moru glass, and its stripe pattern fits the concept of rainscape. The polarizing effect of the glass allows the outdoor light to change dynamically as time passes, bringing a completely different vibe to the restaurant.