中绘社设计 | 深圳原牛道牛肉火锅餐厅·汉京中心店-设计风向

全球设计风向感谢来自 中绘社设计事务所 的餐饮空间项目案例分享：

原牛道2.0 | 满足打工人的心身慰藉

夜幕降临，

深圳的夜也随之喧哗起来，

灯光通明的街道；

人山人海的穿梭交错，

繁忙的工作告一段落，

余烟袅袅，生活的烟火味开启了深圳另一番景象…

中国人喜食，

民以食为天不仅是一句千古流传的名句，

更蕴含了中国人对美食之追求与着迷；

热腾腾的牛肉火锅不仅为深圳的打工人带去味觉的放松，

更为烦劳一天的疲惫带去精神慰藉。

追根溯源，打造设计的可延续性

BACK TO THE SOURCE,CREATE DESIGN CONTINUITY

闻名深圳的【原牛道】可谓将‘食’之精髓发挥到了极致，

作为宣扬潮汕火锅的设计代言人，

设计师希望将最纯正地道的潮汕牛肉火锅文化引入

而其大受市场欢迎的内核所在犹如其名，

【原牛道】——“原牛”意旨“新鲜的牛肉”，

牛肉之做法名曰“道”也，而这也是餐厅之服务宗旨。

李嘉诚曾说过【决定项目价值的因素，第一是地段，第二是地段，第三… 还是地段】设计师认为餐饮设计之趣味所在并非仅限于空间本身，对于如何打入市场，获得用户的喜欢并持续经营下去，才是设计背后的商业价值的源头。

∇ 汉京金融中心

继原牛道福田店后，原牛道开始了新的蝶变。设计师再次择址深圳南山汉京金融中心，作为新兴科技孵化产业园及深圳南山区日益发展的高新地段的新标志，汉京中心聚集科技.人才，商业，办公等核心高净值产业群。

空间策略，构建客户互动打造所见即所得

SPATIAL STRATEGY TO BUILD CUSTOMER INTERACTIONBUILD WHAT YOU SEE IS WHAT YOU GET IMPRESSION

延续【原牛道】品牌文化，设计欲以主题化情景打造，将潮汕地道的牛肉与纯正的烹饪方式展现于此，步入空间即可通过透明的玻璃直观看到师傅准备的新鲜食材，打造“所见即所得”的用户体验，建立与客户互动链接的同时，增加客户对品牌的信任度。

ACCORDING TO THE “WE NEW DO ” Brand Culture,Design For Themed Scenes, The Authentic Chaozhou Beef And Traditional way of Cooking, Enter Space Through The Transparent Glass Intuitive To See The chef Preparing Fresh Food As Possible, Build “what you see is what you get ” User Experience,Interactive Link Establishment And The Customer At The Same Time, Increase the Credibility Of The Brand.

空间外立面以框景手法，将餐厅内不同空间形成的景象定格，让过往路人与室内产生交互的同时，打造一番热闹景象。墙面采取石材与木质相呼应，二种材质的碰撞将硬朗与温度像糅和，还原生活之本真趣味。

The Outer Facade Of The Space USES The Framing Technique To Freeze The Scene Formed By Different Spaces In The Restaurant, Allowing Passers-By To Interact With The Interior While Creating A Lively Scene. Metope Takes Stone Material And Photograph Of Woodiness Echo, The Collision Of 2 Kinds Of Material Will Hale And Hearty And Temperature Resemble Mix, Restore The True Interest Of The Life.

品牌迭代，服务升级增加设计附加值

BRAND ITERATION AND SERVICEUPGRADEADD VALUE TO THE DESIGN

移步室内，整体空间运用大量的绿植、原木和怀旧金属材质，牧原的生态，自由与健康的生机盎然，仿若一一呈现于此。犹如模拟了一个原生态的食材供应厂，从品牌文化上再次点题，为顾客加深原材新鲜，出品纯正的品牌印象。

MovingIndoors, The Overall Space Uses A Large Number Of Green Plants, Wood AndNostalgic Metal Materials, Pastoral Ecology, Freedom And Health Of Vitality, As Shown Here. Like A Simulation Of An Original Ingredients Supply Plant, From TheBrand Culture Again, For Customers To Deepen The Original Fresh, Pure BrandImpression.

今日有酒今朝醉，今日有肉今朝刷，墙面上大大小小的品牌标语，不仅是强调与重复的过程，更是一个餐饮企业对客户的社会责任与承诺，对于餐饮行业而言，服务的理念与落实才是长期战略道路上的良策。

ENJOY THE MOEMENT ,ENJOY OURSELVES. The Wall Of Large And Small Brand Slogans, Not Only StressAnd Repeat The Process, But Also A Catering Enterprises To Customer Social Responsibility And Commitment, For The Catering Industry, The Concept And Implementation Of Services Is The Long-Term Strategic Road.

动静皆宜

构造现代化社交平台

Movement All Appropriate

Construct A Modern Social Platform

∇ 调料区

整体空间规划以动静结合，满足不同客户群体的用餐需求，敞开式的公区以半围合式卡座划分，隔断之趣味所在，就是把握好那一公分的距离，设计师从当下社交模式切入，打破常规思维，将社交与互动与空间相融合，空间的多元化就在于它满足了人们在空间中产生的多维场景。

The Overall Space Planning For Action,Meet The different Needs Of Different Customers, Open The Public Area To A Half Of Jewels Booth, Divided Into The Interesting Place Of Partition, Grasp The Designer From The Social Mode, Break The Conventional Thinking, To Social And The Integration Of Interaction And Space, The Diversity Of Space Is That It Can Meet The People In The Space Of Multidimensional Scenario.

包房墙面采用微水泥材质，以粗糙的纹理打造原生态之意境，桌面的绿植端景，为空间抹上一点绿。隐藏式灯带营造一种神秘感，暖黄的灯光不仅为用餐提供了和谐氛围，更巧妙的通过设计引导，将顾客的目光聚焦到美味菜肴上，提高食物的色彩饱和度打造让人看了就垂涎欲滴之心理效应。

The Metope Of The Compartment USES Micro Cement Material To Create The Original Ecological Artistic Conception With Rough Texture, And The Green Plant End View Of The Desktop Is Applied With A Little Green For The Space. The Hidden Lamp Belt Creates A Sense Of Mystery. TheWarm And Yellow Light Not Only Provides A Harmonious Atmosphere For Dining, ButAlso Subtly Guides Customers’ to the Delicious Dishes And Improves The Color Saturation Of Food To Create A Psychological Effect That Makes People Salivate.

一店两式满足商业多元化 TWO TYPE COMMERCIAL DIVERSIFICATIO

原牛道的核心概念系传承老潮汕之文化底蕴，设计师希望在传承的同时结合当代年轻人的生活方式进行产品迭代。因此在铺面空间规划上，融入了快食与火锅两种液态，满足当下青年一代快节奏生活之所需,让空间价值最大化。

The Core Concept Of 【WE NEW DO 】 Is To Inherit The Cultural Heritage Of The Old Tide, Designers Hope ToPass On The Same Time Combined With The Contemporary Young People’s Way Of LifeTo Carry Out Product Iterations. Therefore, In The Paving Space Planning, The Integration Of Fast Food And Hot Pot Two Liquid, To Meet The Needs Of The Young Generation Of Fast-Paced Life,So As To Maximize The Value Of Space.

【原小粿】将潮汕传统的街头粉铺代入都市生活之中，儿时与三五玩伴分食一碗热腾腾的牛肉粿条的场景一一浮现，因此在这里，吃的的是一种儿时的味道，也是对家乡的一种回忆，一种念想。

THETRADITIONAL STREET POWDER SHOP INTO URBAN LIFE, CHILDHOOD AND THREE OR FIVEPLAYMATES TO EAT A BOWL OF HOT BEEF STRIP SCENE SURFACED, SO HERE, you actually IS REVIEWING ACHILDHOOD TASTE, BUT ALSO A KIND OF HOMETOWN MEMORIES, A KIND OF THOUGHT.

总结

设计从品牌到空间再到运营的一体化策划，构建了【原牛道】的立体化形象，设计师认为一个好的商业空间，应该是去设计的，将空间的设计更多藏于服务之中, 化有形于无形之中。商业设计的核心所在是对客户的负责，更是从用户体验之中寻找无限可能的过程。

THE INTEGRATED PLANNING OF THE DESIGN FROM THE BRAND TO THE SPACE AND THEN TO THE OPERATION HAS CONSTRUCTED THE THREE-DIMENSIONAL IMAGE OF [WE NEW DO ]. THE DESIGNER BELIEVES THAT A GOOD COMMERCIAL SPACE SHOULD BE DESIGNED, AND THE DESIGN OF THE SPACE SHOULD BE MORE HIDDEN IN THE SERVICE, TANGIBLE AND INVISIBLE. THE CORE OF BUSINESS DESIGN IS TO BE RESPONSIBLE FOR THE CUSTOMER, BUT ALSO TO FIND INFINITE POSSIBILITIES FROM THE USER EXPERIENCE.

项目信息

项目名称：原牛道牛肉火锅餐厅·汉京中心店

项目地点：广东·深圳
项目面积：483平方米
室内设计公司：中绘社设计事务所
品牌策划公司：中绘社设计事务所
主要建材：稻草涂料、实木、岩板