tea'stone上海新天地店

一处先锋都市的精神峡湾 A spiritual fjord in the pioneer city 始终保持符合品牌定位的特有空间识别性，不仅是一种创新能力，更是创造商业价值的捷径。 To always keep the unique identification of space consistent with the brand positioning is not only an innovation ability, but also a shortcut to create business value.

商业空间设计的首要目标，是创造商业价值。透过合宜的差异化标识设计，增强视觉传达的冲击力，从而在喧嚣的环境中，成功获取消费者注意，让人们产生想要一试的兴趣。并通过独特的空间感觉、消费体验和品牌精神传达，形成感官记忆和情感连接，帮助品牌占领消费者心智。 Commercial space design focuses on creating business value at first. On the one hand, it enhances the impact of visual communication through appropriate differentiated logo design, thus successfully capturing the attention of consumers in a noisy environment and making people want to have a try. On the other hand, it forms sensory memory and emotional connection through unique spatial sense, consumption experience and brand spirit, helping brands occupy consumers' minds.

选址是商业品牌成功的关键因素，也是空间气质的初显。一个空间的韵味，隐藏在场地的脉络里，以及城市的特质中。石库门，是上海的建筑印象，它满溢着中西合璧的腔调。历史的痕迹，里弄生活的温度，也包括与世界的连接。 Site selection is not only the key factor for the success of commercial brands, but also the initial manifestation of spatial temperament. The charm of a space is hidden in the context of the location and the characteristics of the city. As the architectural impression of Shanghai, Shikumen is full of the charm of combining Chinese and Western styles. The traces of history, the temperature of life in the alleys, and the connection with the world. tea'stone登陆华东的首店，便坐落于上海，被石库门建筑群所环绕的上海新天地，周围是来自全球的生活方式类品牌。我们希望将它在历史与未来、东方与西洋的交汇处，开创茶美学空间的另类打开方式，并展开与世界的对话，营造一处中国先锋都市的生活港湾。 The first store of tea'stone in East China is located in Shanghai. New World of Shanghai which is surrounded by Shikumen buildings and full of various lifestyle brands from all over the world. We hope to present it to consumers in an unique way as the first tea aesthetic space at the intersection of history and future, East and West, and talk to the world, thus creating a life fjord in the pioneer city in China.

更醒目地“被看见”，是挑动消费者欲望、吸引人流的第一步。然而，本项目入口展面小通道狭长，且室内空间畸零。但于定位年轻时尚的tea'stone而言，保持神秘并非良策，让更多人一眼看到，才能形成更多的商业转化。于此，设计的目标逐渐清晰；如何能吸引并引导人们去探索这个空间。 To be eye-catching is the first step to arouse consumers' desire and attract traffic. However, the entrance area of this project is small, the passage is long and narrow, and the indoor space is leftover. For tea'stone, which positions to be young and fashionable, it is not a good idea to keep it mysterious, instead, letting more people see at a glance can form more business transformation. Therefore, the design goal is gradually clear, that is, how to attract and guide people to explore this space.

更醒目地“被看见”，是挑动消费者欲望、吸引人流的第一步。然而，本项目入口展面小通道狭长，且室内空间畸零。但于定位年轻时尚的tea'stone而言，保持神秘并非良策，让更多人一眼看到，才能形成更多的商业转化。于此，设计的目标逐渐清晰；如何能吸引并引导人们去探索这个空间。 To be eye-catching is the first step to arouse consumers' desire and attract traffic. However, the entrance area of this project is small, the passage is long and narrow, and the indoor space is leftover. For tea'stone, which positions to be young and fashionable, it is not a good idea to keep it mysterious, instead, letting more people see at a glance can form more business transformation. Therefore, the design goal is gradually clear, that is, how to attract and guide people to explore this space.

将空间作为一种现实的抽象写意，是制造震撼观感的途径之一。普悦设计一直致力于在想象力与实用主义的交汇处，选取最适合空间的概念进行差异化设计，以功能或意图为线索，通过实验性和艺术化的场景创新方法，同时实现空间的吸引力和消费者的体验满意度。 It is one of the ways to make a shocked feeling to empower the space with a realistic and abstract impressionistic style. idodesign.cn has always been committed to selecting the most suitable concept for space in the fusion of imagination and pragmatism for differentiated design. It takes function or intention as the cue, and realizes the attraction of space and the satisfaction of consumer experience simultaneously through the innovative method of experimental and artistic scene. 本项目不规整和狭长的空间走向，与那遍生茶树蜿蜒曲折的武夷峡湾暗合，自然界的壮丽之作，其无序的天成，远胜人为的雕琢。 The irregular and narrow space trend of this project is like the meandering Wuyi Fjord, which is full of tea trees, which is a magnificent work of nature, and its disorderly natural formation is far better than artificial creating. 我们取法自然，汲取武夷山峡湾风貌精神，用山脉等高线为设计元素运用于天花设计，将自然的气息和生命力引入空间。 We follow the nature, draw on the landscape of Wuyi Fjord, and apply the mountain contour as the design element into the ceiling design, thus introducing the breath and vitality of nature into the space.

西入口墙面，一颗缩小尺寸的切面体造型装置，是空间线索，循着茶香，峡湾探秘由此开始。 The wall in the west entrance is a scaled-down faceted modeling device, which is the space clue. Following the tea aroma, the exploration of the "fjord" starts from here. 行至深处，到达空间的中心，一颗巨大的多面体宝石状空间装置嵌入俩道峡湾之间，是为“峡湾之心”，是空间设计留给探秘者的意外惊喜，也昭示着品牌对坚持创新和勇于探索的不变初心。 Walking deep into the center of the space, there is a huge polyhedral gem shaped space device being embedded between two fjords, which is the "heart of the fjord". It is an unexpected surprise left by the space designer to the explorers, and also shows the brand's unchanged original intention of adhering to innovation and daring to explore.

“峡湾之心”位于东面的视觉中线上。沿此中线分别设置冲泡吧台及操作区、茶仓和展示区，透过窗口向外展开，如同一出舞台，时刻吸引着人们的注意。 The "heart of the fjord" is on the eastern visual centre line The brewing bar, operation area, tea warehouse and exhibition area are set up along this central line, spreading out through the window like a stage, attracting people's attention all the time.

每一个成功的品牌，都有动人的故事，或有关产品，或有关精神。在空间中讲述品牌故事，可以更有效地传达品牌主张。 Every successful brand has a moving story, either about products or about spirit. The brand proposition can be conveyed more effectively by telling the brand story in the space. 茶香为引，探秘峡湾，讲述着产品团队走遍产区寻觅好茶的故事，佐证tea'stone的卓越产品力；而在艺术时尚的氛围之外，具有当代性的茶文化也无处不在。 This space guides people to explore the fjord with the aroma of tea, and tells the story about the team going all over the production area to find good tea, thus proving the excellent product power of tea'stone. In addition to the atmosphere of art and fashion, tea culture with contemporary is also ubiquitous. 描述中国核心茶产区武夷山正岩产区“三坑两涧”风景的武夷茶山画卷；集合中国茶山人文地理、百余种茶样及风土样本的茶山墙；国内首个立体化专业化的风味轮艺术装置，都将茶的神韵，写入空间。 The charm of tea is endowed into the space through the picture scroll of Wuyi Tea Mountain that describes the scenery of "three pits and two streams" in Zhengyan Production Area of Wuyi Mountain -- the core tea production area in China, the tea mountain wall gathering human geography, more than 100 kinds of tea samples and soil samples of tea mountains in China, and the first stereoscopic and professional flavor wheel art installation in China.

当空间交付使用，一切才刚刚开始。期待tea'stone上海新天地店以一杯好茶与创意空间为媒介，与更多人产生交集，让新的故事在这里发生...... When the store starts to operate, everything is just beginning. Let's look forward to tea'stone Shanghai Store meeting more people and having new stories through the tea aroma and the creative space.

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