构建品牌的“意义” Building the “Meaning” of a Brand
With the development of the times, TongRenTang, a century-old brand, came up with a new retail sub-brand “Zhima Health”, which inherits the traditional essence, iterative brand upgrades, self-challenges, explores new health concepts, continues to output core values, and future wins.
The relationship between consumers and brands in the new era is a symbiotic state. The values are highly consistent and are no longer opposed or separated. Consumers are willing to become part of the brand, and as the brand grows, the two are mutually integrated into one.
新的面貌与传承 New Image and Heritage
The design of “Zhima Health” Damei Center Store abandons the traditional interior decor, and establishes a people-oriented concept, integrating people and space as one. The overall layout is fully opened, breaking the shackles of traditional behavior, releasing life, and allowing everyone to find their most comfortable state. It is aligned with TongRenTang’s centuries off humanistic spirit in continuously focusing on health and respecting life.
后疫情时代 Post-pandemic Era
疗愈系戏剧空间 Therapeutic Drama Space
The overall first floor space is completely opened with the first and second floors being connected by a vertical circulation space – allowing it to eliminate the internal and external, the upper and lower boundaries.
The interface space where the stairs are located has become “diversified”, it is no longer a simple traffic fortress, but a theater stage. Everyone moves freely under the spotlight and interprets their own life. Both as audience and as actors, they are constantly interchanging, without boundaries nor termination.
Theatrical space runs through the entire site, growing freely like tentacles, leading people to explore a new journey. The dramatic construction of consumption space breaks the shackles of traditional scene definitions, allowing consumers to become participants in spatial dramas and part of experimental dramas.
Each prop in the theater space is constantly changing and also plays a role of its own as the conversion of scenes evolve. Here ,there is no distinction between leading and supporting roles.
Layer upon layer, rhythm like the tide.
Both the people and space are dynamic. It breaks through the typical horizontal and vertical three-dimensional form and becomes a four-dimensional space-time place.
“水晶盒子”The “Crystal Box”
The magical “crystal box”adds a touch of mystery and fun to the space, creating a relaxing and healing space for people in this post-pandemic era.
The transparent “peas” on the fifth façade are like quiet lake water, enchanting people into its peaceful beauty.
The light and shadow of the lake comes looming in view, leading people to enter into a mysterious dreamland, feeling released and free.
-美妆魔镜 The Enchanting Beauty Mirror
Every prop in the space has its own purpose. They complement each other with the scene. They are not only a tool for product display, but also there as a link between the brand and the soul.
-万能魔方 The All-purpose Rubik Cube
The high-quality space by the window on the second floor is released as a multi-functional shared space. Meeting the needs of multiple scenarios to be used such as for leisure, roadshows, new product release, product display, etc.
With the rise of new consumer goods, more content and experience are integrated into the brand space, and a complex multi-functional space brings more possibilities for brands and consumers to connect.
Ups and downs like tides, products a little at a time, what you see is what you get.
Don’t be a slave of design, only tailor-made for brands, make bespoke wedding dresses for products, and use architectural language to describe the meaning of life and health…
▲一层俯视 Top View of the 1st Floor
▲二层俯视Top View of the 2nd Floor
项目名称 丨 同仁堂知嘛健康达美中心广场店
项目地点 丨 北京朝阳区青年路达美中心
项目面积 丨 250㎡
完工时间 丨 2022年3月
项目甲方 丨 北京同仁堂
主创设计 丨 程志哲
团队成员 丨 秦树 徐进 李平扬 赵琳
摄影团队 丨 李贵明 张胜斌 张胜坤
Project Name 丨 TongRenTang “Zhima Health” Damei Center Store
Project Location 丨 T1 Damei Center T1, Qingnian Road, Chaoyang District, Beijing
Project Area 丨 250㎡
Completion Time 丨 March 2022
Design Scope 丨 Interior Design
Project Client 丨 Beijing TongRenTang
Lead Designer 丨 Cheng Zhizhe
Team Members 丨Qin Shu, Xu Jin, Li Pingyang, Zhao Lin
Photography Crew 丨 Li Guiming, Zhang Shengbin, Zhang Shengkun
程志哲 Cheng Zhizhe
Graduated from Central Academy of Fine Arts-Construction College
Young Pioneer Architect of China
“Rebuild” as part of Shanghai Architectural Biennale
“spatial-consciousness” as part of Chinese International Architectural Biennial
Advocate of the integration of architectural landscape, interior space and arts
Explorers and pioneers of future space
“ VAST architecture ”and“ VAST interior design ”was founded in 2006
Headquarters based in Beijing, China
The company is committed to provide multiple industries with forward-looking architecture
Creativity for interior space/ products and spatial design
Leading the international team with the service concept of innovation as their core competitiveness
Cross-border cooperation in various art fields, constantly challenging ourselves and industry boundaries
The company upholds a rigorous professional attitude
Closely combined model of excellent design team and comprehensive project management
Create iconic works with international vision, diversification and innovation
Winner of numerous international awards