With the increasingly obvious trend of consumption upgrading, the internet celebrity style, which focuses on communication efficiency, has been unable to meet the change and development of mature brands, and the delicacy, quality and customers’ staying experience have become new demands.This shop is located at the corner of a street in Changzhou. Considering the mutual existence of the site, the building and the surrounding environment, the designer takes the integration of the internal and external relations of the space as the starting point, and strives to achieve the effective connection and integration of brand culture and consumption experience, triggering a kind of soothing feeling that does not become a mere formality.
As the first impression when the shop welcomes guests, the facade is designed around the orange and business attributes of CoCo brand, and through the integration of curves and straight lines, it highlights the attraction of openness, tolerance, affinity and sunshine. The limited facade width is intervened by large glass, presenting a wider visual space.
The design of “C” shaped door handle with the initials of the shop name is both exclusive and high-level.
The distribution of primary and secondary entrances independently divides the dynamic area of queuing and ordering, which makes it possible to sit comfortably and stay for a long time, and meets the multiple functions of dining, social intercourse and taking pictures.
Stepping into the doors, the designer expresses space abstractly through architectural techniques, and build artistic and immersive scene experience. Irregular geometric walls deeply divide and deconstruct the space, guide the light to shuttle from multiple angles, and create a more layered and penetrating space environment.
In terms of space keynote, the complicated decoration and unnecessary carving are abandoned, with milk tea color and theme orange as the main tone. At the same time, the red and green soup colors derived from tea art are extracted and blended into dark powder and light green with low saturation, which not only explains the integration of products and space, but also brings friendly comfort to the pressure of modern life and creates a warm and healing atmosphere.
In terms of material selection, the main part of the space is covered by ordinary visible micro cement and sand wall paint. In a highly unified treatment mode, the traditional and rough properties of the material itself are transformed and superimposed, which improves the quality and purity of the space. With wood color and corrugated glass, the unique space characteristics of CoCo are created.
The furniture of tables and chairs shows people with simple and soft lines, which is quite leisurely and casual, just like guiding guests to find oasis and blue ocean in the desert, and getting rid of the burnout brought by busy life.
With the balance beauty between lightness and heaviness, the brand logo lamp belt guides the guests to step up and sit freely. The halo dyeing of indirect light source not only breaks the dullness, but also injects a trace of vitality into the multi-level space.
The black art lamp takes the curve as the characteristic, and has the function of storage and lighting. It forms the visual cutting and continuation, injects the interest and artistry into the gentle and quiet field, and reveals the restrained and advanced space personality.
New-style tea is becoming a new Unicorn pursued by capital, and the market is always willing to embrace young people. Starting from the dimensions of space design and brand upgrade, this case turns over the public’s cognitive inertia of CoCo’s established image, creates a free habitat and spiritual communication territory that makes people feel healing, happy, and willing to be close without falling into the stereotype, and leads the brand to the creative and sustainable evolution.
Project Name：Coco Shop – Changzhou Zhongliang Joycity
Location：Changzhou Zhongliang Joycity
Design Company：OYTT Design
Chief Designer：Tiao Ouyang
Assistant Designer：Danfeng Zhou, Xiaobei Ma, Yun Yao
Area：95 square meters
Completion time：December 24, 2020
Main Materials：micro cement, sand wall paint, fireproof board, leather
Client Name：Mr. Dong