普悅設計× tea‘stone：商業(yè)邏輯上的場所精神展現(xiàn)

2020-08-110

導語：作為tea‘stone團隊探索CBD區(qū)域商業(yè)運營的首家店鋪，平安店要解決的首要問題，便是創(chuàng)造tea‘stone專業(yè)純茶時尚腔調(diào)與商務精英和諧融合的空間氛圍。

成功的商業(yè)空間設計，其底層是商業(yè)運營的邏輯

Successful commercial space design lies in commercial operations strategy

tea’stone，是中國專業(yè)純茶時尚腔調(diào)的創(chuàng)始者，通過對中國傳承千年的茶文化，進行當代化與年輕化的再造，以“一人一席”的飲茶新規(guī)儀，創(chuàng)造出時尚有趣的喝茶語境，引領(lǐng)當代茶美學生活方式。室內(nèi)及SI設計委托中國新銳設計機構(gòu)普悅設計擔綱完成。

tea’stone is the founder of professional and modern tea culture in China. Through Chinese tea culture heritage, which has the history of thousands of years, designers created an interesting contemporary tea drinking standart to lead the modern aesthetic style with brand new tea drinking rules of "one person, one seat". Chinese cutting-edge design agency idodesign.cn was chosen to implement the idea through interior, soft decorations and SI design.

tea’stone在中國的第三家店位于深圳最高樓平安金融中心，這里是全深圳的城市商務封面區(qū)域，周圍滿溢著精英的品質(zhì)和時尚、年輕的品味。任何成功的商業(yè)都需要順勢而為，商務——便是刻印在這家店骨子里的基因。

The third store of tea’stone in China is locatedin the Ping An International Finance Center, the highest building in Shenzhen. It is the city business area of Shenzhen, the center of elite brands, fashion and young taste. Any successful business needs to follow the trend,this principle became the core driving idea of this store’s design.

從源于地段的基因中，生長氛圍

The unique atmosphere of place

一個好的設計，首先要幫助委托者達成目標。作為tea’stone團隊探索CBD區(qū)域商業(yè)運營的首家店鋪，平安店要解決的首要問題，便是創(chuàng)造tea’stone專業(yè)純茶時尚腔調(diào)與商務精英和諧融合的空間氛圍。

A good design always aims to help the client achieve the goal.That is why the design team kept exploaring the best solutions for the first store of tea’stone in Central Business District. They aimed to create a right atmosphere for tea'stone professional and modern tea drinking culture as well as harmonious integration of business elite.

氛圍營造的精妙，在于把握調(diào)性的“度”。它來自于對品牌本質(zhì)的挖掘和理解，讓tea’stone的品牌主張通過空間的韻味充分表達；也來自于對精準目標人群的判斷和洞察，營造出自然而舒適的吸引力，讓品牌的語言在空間的場所精神中共生共融。

The key to the harmonious integration is a contemporary and artistic design of the place. It comes from the deep understanding of the essence of the brand to let tea'stonebe fully expressed through the charm of the space.Another essential part is the judgments and insights of the precise target group, they help to make the place more natural and comfortable, and integrate the language of the brand into the spirit of space.

以解決問題的智慧，創(chuàng)造新價值

To create a new value, solve the problem of wisdom

設計的價值不僅僅是解決問題，更是以最優(yōu)的解決方案，創(chuàng)造新的價值。普悅設計在理解產(chǎn)品、利用空間、規(guī)劃動線、引導行為、提高評效上付諸努力，以適宜的空間形式，將tea’stone和它的顧客緊緊相連。

The value of design is not only about solving problems, but also creating new values with optimal solutions. idodesign.cn makes great efforts in understanding products, rational use of space, planning,leading and improving the evaluation efficiency. In this project everything is done to connect tea's stone with its customers in an appropriate space form.

商鋪的原入口被隱藏在扶梯底部的三角形角落里，這個硬傷將客戶拒之門外。我們在原入口置入一個富有儀式感的獨立通道，向外延伸10米且極具表現(xiàn)力的商業(yè)門面，如神秘的洞穴般，讓人們在好奇心和探索欲的驅(qū)使下，來到tea’stone的世界。

The original entrance to the store was hidden in a triangular corner at the bottom of the escalator, which was not easy for customers to find. After deep consideration,the design team decided toput an independent ceremonial passageway in the original entrance, which now extends 10 meters outward and has an expressive commercial facade. The entrance became a mysterious cave, that invites people, driven by curiosity and desire to explore, to visit the world of tea'stone.

置入的通道與商場自動扶梯底部之間的區(qū)域，自然形成一個類似內(nèi)庭院的空間。我們對其充分利用，一方面，在這里規(guī)劃了一個植物鮮花銷售區(qū)，順勢獲取收益；另一方面，在與內(nèi)庭院相連的室內(nèi)墻面上，我們打開一扇條窗，室內(nèi)的區(qū)域得以從一個死角，變成整個空間中享有最好景觀和視野的優(yōu)質(zhì)區(qū)域。

The area between the passageway and the bottom of the escalator in the shopping mall naturally forms a spacesimilar to the inner courtyard. Designer from idodesign.cn made full use of it: on the one hand, they planned a sales area with plants and flowers to gain some profit; on the other hand, they opened up a window on the wall, connected with the inner space, to let customers enjoy the greenery while they are indoor.

好的空間，是品牌故事的最佳講述者

Good space design is the best narrator of the brand’s story

tea’stone精選來自中國各區(qū)域茶產(chǎn)區(qū)、各類型的108種好茶，配以特定的茶器和沖泡方式，調(diào)配專業(yè)純茶的時尚美學腔調(diào)。由此，美茶美器、專業(yè)沖泡、新派茶時尚便成為品牌故事的承載者，空間即是它們表演與講述的背景。

tea'stone presents 108 kinds of best tea from different tea producing areas in China. Specific tea utensils and brewing methods inrich the experience of modern aesthetic style of tea drinking. Therefore, the tea itselfand professional brewing methods have become the main characters of this brand story, while the interior space has become the background of their performance and narration.

設計師將兩條長7米的泡臺設置在茶館的核心位置，通過一組存儲茶葉的隔斷柜與點單區(qū)域區(qū)隔。茶藝師熟知每一種茶的沖泡，搭配屬于它們的溫度和器具，與日常若即若離的精致，便在這水霧氤氳中、光影升騰里落成，宛如一場嫻熟而精湛的表演。

The designers set two 7-meter long tea tables in the heart of the teahouse, separated from the single point area by a group of cabinets for storing tea. Tea specialists are experts at all kinds of brewing methods used for each kind of tea, as well as temperature and utensils needed to make them. With a finesse,which is not intrinsic to daily life, they give an unforgettable performance to customers in magic atmosphere of light and shadow.

紅色透明卡樂板是空間的精靈，在燈光的照射下，散發(fā)出如茶湯般醇厚晶瑩的色澤。它化身泡臺前的吧椅，客人依稀落座，讓空間平添了幾分專業(yè)、鑒賞的格調(diào)。它也是茶倉的外衣，讓每一款茶葉充滿歷史感又具詩意的形象，變幻成蘊藏著厚重文化的儀式感。

Red transparent cube for storing tea is the spirit of this space.In this dull light it emits a crystal-clear mellow color of tea.It is an embodiment of the bar chairin front of the tea tables, that makes the spacemore professional and appreciative.It is also transparent, so the customers can see all kinds of tea through it, to think about historical and poetic images of tea, that have created the sense ofritual within Chinese culture.

當達致純粹，焦點才會歸于物和人

When reaching the purity, the focus is given to things and people

熱鬧喧騰的紅，就該由冷靜克制的顏色和形式，來凝固成空間的平衡感和戲劇性。并運用建筑結(jié)構(gòu)的表現(xiàn)手法，讓室內(nèi)達到如建筑空間般的純粹感。當我們置身于更純粹的建筑空間內(nèi)時，注意力才會更多聚焦在空間里的物，以及人本身的感受。

The “hot” red should be solidified into a sense of balance and drama in the spaceby cool and restrained colors and forms.The expression techniques of architectural structures should be used to add a pure sense of architectural space to the interior. In a pure architectural space people tend to focus more on the objects and feelings of people.

我們設計出多段Z形天花假梁，與室內(nèi)的原結(jié)構(gòu)立柱連接，以統(tǒng)一的木紋板做飾面，形成空間有溫度有節(jié)奏韻律的整體感，傳遞出冷靜克制的基調(diào)下空間所擁有的張力，一如tea’stone對茶的專研所傾注的力量。

idodesign.cn team designed multi-section Z-shaped ceiling beams and connected them with the original structural columns in the room. The veneer is made of grain board,which forms the overall sense of spacewith temperature and rhythm. It conveys the tension of space under the tone of calmness and restraint, just as tea'stone’s devotion to tea.

純粹，也來自于無處不在的調(diào)性，寫意而不羈的書法、詼諧雅趣的格調(diào)、與茶品同款的插畫，裝點了墻面，柔軟了空間，也讓空間有了一縷若有若無、專屬的氣息。

Pure space, with tonality in everything,traditional calligraphy, delicate style,illustration of tea, decorated walls, soft space – all these create a bit indistinct, but exclusive atmosphere.

這一縷純粹的氣息，挑動著人們購買的欲求，促成茶品茶器的銷售。我們結(jié)合室內(nèi)動線，在入口區(qū)域設置Y形多層貨架，與一高一低錯落的茶柜形成整體，成為烘托茶與茶器的空間背景。

This wisp of pure breath stirs people's desire to buy, promoting the sale of tea and tea utensils.Designers connected the indoor moving lines to createa Y-shapedmulti-layer shelves in the entrance area with tall and short tea cabinets for storing tea, which became the space background for tea products.

▼原始圖 | Ioriginal graph