LOFT中国感谢来自 寻长设计（NARMAL） 的餐饮项目案例分享：
寻长设计（NARMAL）在与鲁马滋咖啡的长期合作中，完成了鲁马滋咖啡从视觉系统到产品包装以及空间形象的整体品牌策划。
In our long-term cooperation with RUMORS, NARMAL have carried out the overall brand planning of RUMORS from visual system to product pakaging and spatial image.
RUMORS（鲁马滋）的名字，脱胎于店主中山惠一先生的师傅小野善造先生的店名（kawang rumor，印尼语含“朋友·家”之意）。烘焙是鲁马滋咖啡的灵魂，他们采用特有烘焙方式、所用时间亦是别人的一倍。因此，我们用RUMORS（鲁马滋）和ROAST（烘焙）两个词汇的首字母“R”来组成品牌LOGO中的双“R”日式族徽形象，以呼应品牌深层的含义。
The name of RUMORS generated from the owner Mr. Nakayama’s mentor – Mr.Ono (his shop name is Kawa rumor, “friends’ home” in Indonesian). Roasting is the soul of RUMORS. They use their unique roast method, and the roasting time is doubled comparing to other companies. Therefore, we doubled the intial letter “R” ( RUMORS and Roast) to make a new version RUMORS logo, which also repesents the Japanese emblem of RUMOR family, in order to correspond the profound meaning of the brand.
在鲁马滋咖啡前滩店的设计中，我们将RUMORS“朋友·家”这个概念进行了强化，通过一个写意的屋顶和四周偏矮的围墙营造了一种典型的日式庭院场景空间。
In the process of designing this RUMORS NEW BUND STORE, the concept of RUMORS( “friends’ home” ) has been strengthened. We created a typical Japanese courtyard space through a freehand roof and a short fence around it.
店铺平面呈L型，不足百平的空间中紧凑设置了等候、收银、吧台、手冲专属区域、“老朋友区”、烘焙间、备餐间等功能空间，以及满足多人、双人、单人、临时等不同模式的消费区域。除了木、硅藻泥、水磨石等材料外，红铜的加入勾勒出空间的现代气息，并调节了其它材料的温和中庸。
The shop floor is L-shaped, and the space of less than 100 flat is compactly set up with waiting space, cash register, bar counter, hand-operated exclusive area, old friends area, roasting room, preparation room and other functional spaces, as well as meeting different modes of multiple, double, single, temporary customers in staying area. Besides wood, diatom mud, terrazzo and other materials, the addition of red copper outlines the modern spacial atmosphere, and adjusts the gentleness of other materials.
咖啡厅内主空间顶部悬吊一架由导光棒和红铜管组成的、写意屋顶造型的大型灯具装置，遮挡了裸顶凌乱的设备及管道，亦不觉得压抑。屋檐下的一杯咖啡让人迅速进入“朋友·家”的状态。
At the top of the main space, a large-scale roof shaped luminaire installation consisted of light-guiding rods, red copper tubes is hanged up to embellish equipments and pipes, without making it a stuffy place. A cup of coffee under the eaves brings customer into the ambiance of “friends’ home” quickly.
所有墙面、柱面在2.3米高度以下施以灰色粗砺的硅藻泥模拟“围墙”的质感，上部则通过最简单的乳胶漆涂刷及暗藏灯带令其“消失”，缓和层高带来的空旷和疏离。我们也希望通过这一圈矮墙的设计在室内营造一种“室外、室内、室外”的空间效果。
All the walls and columns are gray and in coarse diatom mud texture under the height of 2.3 meters to simulate the texture of the “wall”. The upper part is painted and hidden by the simplest latex paint to make it “vanish”, to lessen the void and alienation brought by the large scale of space. We also hope to create a “outdoor, indoor, and outdoor” spacial effect through the short fence.
位于咖啡店尽端的迷你店铺其实是将鲁马滋咖啡在上海首家店（湖南路店）的装饰元素植入到了新店里来，象征鲁马滋咖啡多年来一直坚守的“职人精神”。这个区域作为店主亲自服务的“老朋友”区，对店家和客户都有一种非常特别的体验。
The mini store at the rear part of the café is actually extending the image of RUMORS’s first shop in Shanghai (Hunan Road Store) into a new store and expressed “the spirit of the professional” of RUMORS. As this mentioned area of “old friends” is served by the owner himself, it creats a special experience for both the owner and the customers.
产品设计旨在表达品牌灵魂，同时解决实际操作的问题。我们用鲁马滋咖啡创始人之一中山惠一先生在烘焙时的人物剪影作为视觉主题，应用在咖啡袋与挂耳包外盒图案的设计中。
Product design is focus on expressing the essence of the brand while meeting pragmatic needs. We use the silhouette of Mr. Nakayama in the roasting process as a visual theme, since Mr. Nakayama is the founder, and also the exemplary of RUMORS’s core value. This pattern is used in the design of the coffee bag and the gift box.
挂耳包产品将标志色做了百分比递增，直观表达了鲁马滋四种不同的烘焙度。外盒边缘特别设计成燕尾结构，易于开启。
By increasing the proportion of logo color, The drip coffee bag directly expressed four different roasting standards of RUMORS. The outer edge of the gift box is a dovetail structure which is user friendly.
∇ 平面图 plan
项目主要信息
项目名称：鲁马滋咖啡-前滩店
建筑公司：寻长设计
公司网站：www.narmal.com
主创及设计团队：高杰 李煜瑾 邹克阳 郭晶
联系邮箱：info@narmal.com
完成年份：2018
建筑面积：95平方米
项目位置：上海浦东新区东育路255弄1号
摄影师：谢东叡
合作方：上海飒噶建筑装饰工程有限公司
客户：鲁马滋咖啡
品牌或产品：杜邦人/造石、四国化成/硅藻泥、本土创造/饰品
Project name: RUMORS-New Bund Store
Design company: NARMAL
Website: www.narmal.com
Leader designer & Team: GaoJie LiYujin ZouKeyang GuoJing
Contact email: info@narmal.com
Completion year: 2018
Floor Area: 95 SQM
Project location: No.1 Lane 255, Dongyu Road, Pudong New District, Shanghai
Photographer: Xie Dongrui
Partner: Shanghai SAGA Construction Decoration Engineering Co., Ltd.
Client: RUMORS
Brands or Products: Dupont/artificial stone、Shikoku/diatom mud、Bentu/decoration
