“时光穿越，北京稻香村：传统与现代的完美融合”
“Time Traveling at Beijing Daoxiangcun: A Perfect Fusion of Tradition and Modernity”
设计三禾牌北京稻香村的店铺时，黑鸟设计团队追求的是将现代元素注入百年品牌，为其打造一个更精致、更时尚的空间，以迎合新时代年轻消费者的审美需求。希望能够展现北京稻香村品牌的文化历史内涵，并将其与国际设计趋势相结合，从而为这个百年品牌注入新的活力。
In designing the Beijing Sanhe Daoxiangcun pastry shop, we pursued the idea of injecting modern elements into the century-old brand to create a more elaborate and stylish look that would cater to the aesthetic needs of young consumers in the new era. We aimed to showcase the cultural and historical connotations of the Daoxiangcun pastry brand and combine them with international design trends, thus injecting new vitality into this century-old brand.
位于北京南锣鼓巷的店铺空间原为一座具有历史意义的老房子，我们在保留其原有框架的基础上，进行了一系列创新与重组。通过拆除原封闭的顶部，并采用现代的钢结构组件进行支撑，使客人在进入店内时仿佛在穿越时光。
The shop space in Nanluogu Lane, Beijing, was originally an old house with historical significance, and we have carried out a series of innovations and reorganizations while preserving its original framework. By removing the original enclosed roof and using modern steel structural components for support, our design makes guests feel like they are traveling back in time as they enter the store.
为了呈现更符合当代视角的设计，我们进行了对传统元素的解构、拆解和重组，并运用现代的金属构件进行装饰。借助新的装置材料与老建筑的木质和瓦片材料进行碰撞，我们在空间中创造出视觉张力，让公众能够全面地探索传统与当代的结合。
In order to present a design that is more in line with contemporary perspectives, we deconstructed, dismantled and recombined traditional elements and decorated them with modern metal components. By colliding the new installation materials with the wooden and tile materials of the old building, the visual tension we created in the space will allow the public to comprehensively explore the shop that combines tradition and modernity.
为了适应现代消费习惯，我们为店铺前端设计了展示空间，并配备了现代的导示系统。同时，我们也注重店铺的平面文案导视系统，通过提取稻香村老式糕点包装上的元素，并将其应用于陈列架和售卖空间，展示出稻香村品牌的独特个性和魅力。
To serve the purpose of modern consumer habits, we designed display spaces at the storefront and equipped them with modern sign systems. In addition, we paid attention to the store’s graphic sign system, which demonstrates the unique personality and magnetism of the Daoxiangcun brand by extracting elements from Daoxiangcun’s old pastry packaging and applying them to the display shelves and selling space.
我们的设计理念融合了国际化趋势与传统文化，旨在使稻香村品牌更加国际化、更加有吸引力。通过在设计中注入现代元素与创新的空间布置，我们为稻香村打造了一个融合传统与现代的糕点店铺，为顾客带来独特的品牌体验。
Our design philosophy combines international trends with traditional culture to make the Daoxiangcun brand more international and appealing. The aim is to make the Daoxiangcun brand more international and appealing. By incorporating modern elements and innovative spatial arrangements into the design, we have created a pastry shop that harmoniously blends tradition and modernity, delivering a unique brand experience to customers.
∇ 平面图 © 黑鸟文化
∇ 轴测图 © 黑鸟文化
∇ 道具 © 黑鸟文化
项目信息
项目名称：北京稻香村南锣鼓巷 概念店
项目地点：北京 南锣鼓巷
竣工时间：2023年8月
建筑面积：195平米
设计机构：北京黑鸟文化有限公司
项目策划顾问：覃卓扬 Gary
项目经理：孟辰 杨娜
设计师：周鹏飞 储阳 杨治明 宋连鹏 杜倩
项目主材：水磨石 木饰面 喷砂金属 铝型材
项目深化：SONO STUDIO
项目摄影：yuuuunstudio/云眠工作室
Project Name: Daoxiangcun Concept Store
Location: Nanluogu Lane, Beijing
Completion Year: 2023
Site Area: 195㎡
Design institution: Beijing Blackbird Brand Management Co., Ltd
Project Planner & Consultant: Zhuoyang Tan
Project Manager: Chen Meng, Na Yang
Project Team: Pengfei Zhou, Yang Chu, Zhiming Yang, Lianpeng Song, Qian Du
Materials: terrazzo, veneer, sandblasted metal, aluminum profile
Project deepening: SONO STUDIO
Photo Credit: yuuuunstudio
