Yamazaki Bakery entered Shanghai since 2004, and its headquarter was built up in Tokyo, Japan. It was established in 1948 and has a history that more than 70 years, a well-known bread brand in Japan. Yamazaki pursues delicious and health with the purpose of high-quality bread and attracted more Chinese consumers.
Tens Atelier was invited to design the store for Yamazaki in Shanghai Jiuguang Center. As the second one in Shanghai, it was not only represent the development trend of era which was brand-new project leading the consumption upgrade of Shanghai consumers, but also inherits the “Shopping Characteristic” of Shanghai’s humanistic memory.
Compared with the current fancy bakeries, Yamazaki has been dominated by Japanese warmth, although there hasn’t any attached photo spots in element, but also it has been integrated into the daily life of customers. This period in a young and dynamic section like Daning, we hope that on the basis of conveying Yamazaki’s consistent concept, add some new elements to be closer to the young consumer group.
Mount Fuji is a symbol of Japanese spiritual culture. Mountain also represent strength, tenacity and eternity. Therefore, with “hill” as the theme, with geometric blocks such as triangles and trapezoids in the space. The space follows the red of the logo as the main color, supplemented by the use of exaggerated pine grains as the material for display cabinets, tables and chairs.
考虑门店位于久光中心地下二层，毗邻日本美食街与未来的地铁出入口，对面就是久光的王牌“久光生鲜馆”，人流量非常大。与品牌方多次探讨后决定适当调整动线，同时将面向商城的立面全部开放，让公区和店铺完全连通来“引导”客人们进店挑选品类丰富的面包，同时也不会过多影响到结账的队伍，让店铺内常常都是人头攒动的景象。在平面布局上，我们将大面包柜旋转15°至30°不等，以增加入口尺寸，通过设计的手法来指引客户的行进方向。Considering that the store was set up on the second basement floor, adjacent to the Japanese food street and the future subway entrance, opposite is Jiuguang’s ace “The Fresh Mart”, the flow of people is very huge. After many discussions with the client, we decided to adjust the moving line appropriately，and open all the facades facing the mall. Let the public area be fully connected with the store, and “guide” customers into the store to select bread, also without too much impact with the checkout team, so that the store was always crowded. The plane layout, we rotated the large bread cabinet by 15°-30°, in order to increase the size of the entrance, the design method was used to guide the customer’s direction of travel.
The massive volume ceiling and the lines made the whole space more capable and concise, the cashier bar, tables, chairs, and cake cabinets are all inspired by the hills. The bar was evolved from an abstract mountain shape, we cut and got two blocks. The lower one was the cashier bar with red travertine, and the upper one was the poster display.
Project Name: Yamazaki Bakery, Jiuguang Center
Location: Shanghai, China
Client: Shanghai Yamazaki Baking CO., Ltd
Spatial Design: Tens Atelier
Contractor: Shanghai Takuzen Construction Consulting CO., Ltd
Prop Making: Nantong Zhuocheng props Co., Ltd
Materials: Travertine, Pine Plywood, Lacquer, Diatom Mud, Wire Drawing Stainless steel
Completion Time: Jan 2022
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