因原有品牌存在发展限制，项目方委托外物WHY WOULD为其打造全新的川菜品牌，外物WHY WOULD为其进行整体的品牌策划以及空间设计，拟待跳脱众多传统川菜品牌形象，以当代的视角为其打造全新品牌。
Due to the development limitations of the original brand,WHY WOULD have designed a new Sichuan cuisine brand for the commission of the project client and have started the overall brand planning and space design for it.It is designed to break away from many traditional Sichuan cuisine brand images and create a new for it from a contemporary perspective.The plate, just like the stage, is the best way for the food to appear and the curtain call. Color, aroma and taste are the temptation of food, and only dancing with the plate can be considered a perfect performance.
[Jiao Jian]/Communication & Meeting
外物WHY WOULD从前端品牌策略出发，提炼其菜品特点，以川菜中具有代表性香料—花椒 为基础，结合公共场域人与人之间的关系，以 「椒見」作为全新品牌名称。
Starting from the front-end brand strategy, WHY WOULD extract the characteristics of its dishes.Based on the representative spice of Sichuan cuisine, Chinese prickly ash, and combining with the relationship between the public spaces person, it puts forward the new one named [Jiao jian].
[Jiao Jian] means communication / meeting
There are usually three types of Chinese prickly ash sold which are purple red, green and dark black.Different dishes have different demands, varieties and tastes are also different.WHY WOULD converts the three colors of its purple red, green and dark black into the overall color language and applies it to the brand and space, integrating the complementary colors of nature.
The important design point of the WHY WOULD in the early thinking is how to look at the characteristics of the Sichuan-Chongqing region from the perspective of macro.
©设计灵感 WHY WOULD gif
The Sichuan-Chongqing are mostly basins, and houses are built among the mountains, forming the local unique natural ecology. Inspired by this, WHY WOULD uses contemporary language to refine and simplify, and introduce natural and simple humanistic ecology into the brand and space.
Build a small village in the mountains. The half-height low wall on the facade is metaphorically a undulating basin. The customized pattern is printed in a 25 meter long continuous format. The low wall also serves as a barrier between indoor and outdoor.
The tile-roofed wooden house built among the mountain is an important feature of Sichuan-Chongqing region. WHY WOULD extracts the characteristics of sparseness and density, gathering and combining of the three wooden houses, and simplifies the abstract expression in a contemporary way and puts it into the overall space.
While retaining the overall outline according to the spatial relationship between the houses, WHY WOULD re-planned the originally closed wall and divided several openings.Its creates a visual connection between the houses and the diners dining inside to form a dialogue with each other and increase the dining social scene.
© 空间分析 WHY WOULD gif
Like most traditional wooden buildings, wooden houses in Sichuan-Chongqing also use black curved tiles as roofs.WHY WOULD replaced the original traditional tiles surface with more simple black burning fir.
In the same way as the traditional tile roofing method, the black burning fir is mostly paved with the same specifications in the traditional application.Pavement in this way has the advantages of convenient construction and cost saving, but it also has the disadvantages of a single way and visual.
WHY WOULD extends the original single panel modules into six different specifications by recombining the original fired fir modulus, in order to break the visual fatigue of the original form. The six different specifications took a lot of man-hours and were strictly constructed according to the combination lines preset in the preliminary design.
© 座位排布 WHY WOULD gif
Person in Sichuan-Chongqing enjoy an elegant and leisurely slow-life.Drinking tea and chatting in the downtown and the park is an essential leisure life. WHY WOULD captures the local living conditions and places this unique leisure scene outside the space to infect intended consumers.
WHY WOULD breaks the traditional way and creates a new brand and space of [Jiao jian] for the client in an introverted, contemporary, natural and traditional architectural language.
项目名称：椒見 | 川味餐厅
项目委托方：椒見 | 川味餐厅
完成时间：08.2022 | 2022年08月
项目设计方：外物 WHY WOULD 设计事务所
主案设计：XUAN 湯 璇 / 王丹
摄影：周心然 / 外物 WHY WOULD 设计事务所
造景：大余 黄零零 | 半植花艺设计工作室
配合单位：朗生板业 | 富美家 | 光域照明 | 百色熊 | 臻木工坊