Hot pot, from the original “net red” to now “long red”, along the way a variety of chain brands have been born. Niu very fresh has developed so far, has entered the stage of deep cultivation of categories, dare to break the convention to explore a new brand road, in order to have a foothold in the market.
Space is brand
In an era of changing trends and winds, constant innovation and integration is the guarantee for the brand to move forward side by side with The Times. However, how to balance the tonality of the brand and continue the traditional culture in the process is a challenging test. The designer combines Lingnan culture with contemporary aesthetics and translates it into a new trend of the current dining space experience.
Space is an important carrier of brand value presentation. From color to texture selection, it not only has novel ideas, but also focuses on how to interpret traditional culture in the contemporary era, combining with the current mainstream consumption to create a good experience and visual sense.
Slow Coral Design and Niu VeryFresh share the goal of interpreting new experiences, use the chaotic timeline as a narrative link, introduce the “super-present” design vocabulary under time and space, and construct a dialogue between tradition and contemporary consciousness with avant-garde perspective and unique carrier. Collision creates infinite tension.
The chain restaurant space is a sequel, not a copy. Distinct space structure, into the cultural concept, reflects the expression of the brand in modern aesthetics, from the layout design to furniture details are linked to the essence of the brand.
Within tradition, outside design
The beef is very fresh. It is a traditional Chaoshan beef hot pot. The imprint of Chaoshan Beef hot pot gives the brand a traditional label. In order to deduce the traditional Lingnan style culture and meaning, the designers extensively collected the traditional architectural elements of Lingnan, extracted and softened the contemporary design, and created more visual impact for the whole space.
Therefore, at the beginning of conception, the designer combined with the original intention of brand upgrading, “landing roots”, completely inheriting the characteristics and symbol system of Lingnan culture, showing the design essence of traditional Lingnan architecture, deliberately highlighting the creation of atmosphere to improve the quality of space, a contemporary and highly traditional space was born.
“Three hundred lychees a day, do not refuse to do Lingnan people”, walk in the pen of Su Shi, Lingnan fresh and charming. On this ancient and new land, historical marks and cultural trends of thought collide and intermingle, looking back, remembering and forgetting, distance and migration, passion and silence. The famous “broken bridge” on the wall with a long history — Guangji Bridge, tells the unique spirit of Lingnan.
Through contemporary interpretation, the Lingnan “flower window” element runs through it. The collision of colorful traditional culture and modern city, Lingnan style hidden in the meantime, is a new interpretation of traditional food.
Wok ear shapes are interspersed throughout the space, from furniture design to light fixture shapes, all of which are refined by combining traditional styling elements. From the subtle details to the overall layout, all reflect the unique “non wok ear, non Lingnan”.
Traditional Lingnan architectural features are repeatedly emphasized in the space, and the traditional elements are deconstructed by using the original ecological regional features such as window grates and waken ears. Lingnan elements can be seen everywhere, which all convey the unique cultural heritage of the brand. Wandering among them, I can not help but float my thoughts. I have already got up to pursue the thick and ancient.
The Palace red collides with the metal material and gradual glass with a sense of the future, and the space is rendered and guided by a spiritual level, with both traditional softness and ultra-modern texture, forming a unique space language. The visual tension of the ceiling structure strengthens the sense of extension of the space, the gradually changing glass weakens the boundary, and the blend of warm and cold colors makes the space balance.
Red is contagious, with an obvious emotional tendency, full of desire and enthusiasm, to stimulate the sensory experience of diners with emotion. From the bright red of beef to the red of the Imperial Palace, which represents the traditional culture, it brings designers deep thinking on color selection.
Compared with the traditional chain hot pot catering fireworks, the design is more like a “wind into the night” cultural penetration. In the process of inheriting the classic food culture, it fits the anchor point of The Times, creates an exclusive space in line with the brand image and achieves brand upgrading, and interprets it in a different way with deconstruction and cultural context in the contemporary trend.
Project name:The beef is very fresh. Chaoshan Beef Hot Pot Chain Store (Hangzhou Vientiane Store)
Project location: Hangzhou, Zhejiang
Project type: Commercial chain catering
Project area: 217㎡
Design case: Slow Coral Design
Completion time: 2023.04
Project photography：Ma Yigao