今天,Hi设计编辑给大家推荐的项目案例是一个大家耳熟能详的品牌国酒茅台的北京陈列馆。茅台酒可以说是中国最负盛名的白酒品牌了,但是在帝都北京的陈列馆,估计去过的人不太多。这次为茅台的陈列馆提供设计服务的是谜舍设计工作室。

以下文字来自谜舍设计工作室,原文标题《茅台陈列馆 | “凹凸”的弧形空间》

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甲方希望将茅台产品的展示、品鉴以及品牌文化的现代传达等多种功能在这样的一个90平米的空间里完成.传统品牌的空间表现是我们一直非常感兴趣的方向,多机能空间的命题也对于设计提出了更大的挑战,需要新的设计思路去解决问题.

Party A wishes that multiple functions including the display and appreciation of Moutai products as well as modern propagation of the brand culture can be completed in the 90-square-meter space. Spatial representation of traditional brands has been a direction we are interested in, propositions of multiple-functional space also poses a bigger challenge to the design, which requires new design ideas to solve problems.

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“茅台酒”是最具代表性的国酒品牌,有着非常深厚的文化底蕴.通过对于茅台品牌的分析,我们发现茅台并不只是一个中国传统文化的品牌符号,在现代文化甚至潮流文化    领域都颇有影响力,这样的分析结果使我们更有信心通过现代的设计语言去诠释这个空间,希望能呈现出国酒品牌的不同侧面.

” Moutai (spirit) ” is a representative white spirit brand of China with rich cultural deposits. With the analysis of Moutai brand, we found that Moutai is not just a brand symbol of Chinese traditional culture, it has great influence in modern culture and even in the field of trendy culture; the results of such analysis made us more confident in interpreting this space with modern design language, and we wish to show different aspects of white spirit brands in China.

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90平米的空间被两道墙体分隔为两个空间,入口处的第一个序列空间进深只有1.4m,这样的空间尺度无法作为酒品陈列,作为品酒空间又非常局促,所以我们将这个狭长空间定位为“微型茅台品牌展示馆”.我们将茅台品牌营销的10个宣传海报做成10个600mm宽的双面展架,横向铺开,并设置转轴,使欣赏海报的人们可以在狭窄空间中自由游走.

The 90-square-meter space has been divided into two spaces by the two walls, and the depth of the first sequence space at the entrance is only 1.4m, which cannot be used for white spirit display; in addition, it is rather narrow as white spirit tasting place; therefore, we have positioned this long and narrow space as “Mini Moutai brand exhibition hall”. We made 10 posters of Moutai brand marketing into 10 double-sided display rack of which the width is 600mm and spread them broadwise with rotation shafts, enabling people enjoying the posters to walk freely in the narrow space.

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酒品陈列和品酒的功能放在较为宽敞的第二个序列空间.需要陈列展示的茅台酒品类多达100多种,不同品类的包装和大小也各不相同,视觉效果较为凌乱.如何在满足陈列品类需求的前提下使空间视觉统一是我们对于陈列形式的主要思考,我们提出了“凹凸”的概念.我们在两面主要的展示墙设计了数个大小不一的方形容器以适应不同尺寸的茅台酒品类.一面墙是凸起的“方形盒子”,另一面墙是凹进的“方形洞穴”.“凹”和“凸”这样的形式是中国传统文化中有一定仪式感的视觉符号,能形成统一且丰富的空间视觉语言.

The functions of white spirit exhibition and tasting are set in the second sequence space, which is more spacious. Moutai white spirit that are to be exhibited are more than 100 types and the packaging and sizes of different types are also different with a disordered look. How to unify the space vision under the premise of satisfying the demand of exhibition types is our major concern for the exhibition form, and we have proposed the concept of “concave-convex”. Several square containers of different sizes were designed on the two main exhibition walls on both sides to adapt to Moutai white spirit products of different sizes. One wall is raised “square containers”, and the other is recessed “square caves”. The forms of “concave (recessed) and convex (raised) are visual symbols with a sense of ceremony in traditional Chinese culture, and they are able to form a unified and rich spatial visual language.

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空间的层高较高,使我们可以加入一些造型来连接两面主展示墙.我们借鉴了酒窖的空间元素,在天花设计了3个连续的弧形吊顶,曲面创造出的光影柔化了整个空间的氛围.水泥肌理的地面为了和天花呼应,在与墙面连接的转角处进行弧形倒角处理.从整体上看,墙面、地面、天花三个空间维度自然地连成为了一个整体,传统和现代有机的融合在一起.

The floor height of the space is rather high, which enables us to add some stylings to connect the main exhibition walls on both sides. We referred to the space elements of cellar and designed 3 continuous arc suspended ceilings, the light and shadow created by the curved surface softened the atmosphere of the whole space. Arc chamfering treatment was made on the surface of cement texture: the corner connecting the wall to go with the ceiling. On the whole, 3 spatial dimensions of wall, floor and ceiling constitute an entirety naturally, and tradition and modernity merge together organically.

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我们将20个白色瓶身的经典茅台瓷瓶以阵列的手法放置在主要的logo背景墙上,用品牌自身的物件对于空间进行点缀,以强化品牌在大家心中的形象,是我们想通过空间达成的设计意图.

We placed 20 classic white Moutai bottles made of china on the main logo background wall in an array and adorned the space with the articles of the brand to strengthen the brand image in everyone’s mind, and this is the design idea we wanted to achieve via space.

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空间以木质、水泥、白色乳胶漆为主,整体风格洗练简约并富有变化,与茅台品牌想传递出的崭新的现代理念相呼应.

The space is dominated by wood, cement and white latex paint, and the whole style is simple, succinct with variations, which echoes with the brand new and modern idea expressed by the brand of Moutai.

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项目信息——

项目:茅台陈列馆

Project: Moutai Showroom

设计公司 : 谜舍设计工作室

Design:Nazodesign Studio

位置 : 中国北京

Location:Beijing,China

项目团队成员:田少寅,袁智洋,曾煜娴,高天

Project team: Tian Shaoyin,Yuan Zhiyang,Zeng Yuxian,Gao Tian

照明设计:马超

Lighting design:Ma Chao

机电设计:郭益克

Electrical design:Guo YiKe

面积:90平方米

Area: 90 sqm

完工时间:2017年10月

Completion date: January  2017

照片拍摄:王屴

Photography:Wangli

谜舍设计办公地-1:北京西四环南路103号—设计师广场2号楼1303

Nazodesign Studio-1 Location:1303 Room,No.2 Building,Designer Plaza,Fengtai District

谜舍设计办公地-2:北京市南四环城外诚DXD设计互联中心G-D05室

Nazodesign Studio-2 Location:G-D05room,DXD Design Center