董酒品鉴体验馆

简化中式的设计语言与传统文化元素共存于同一空间中,既链向一种更普适于现代审美的风格性格,也回应着董酒历久弥新的品牌内核质感。

项目面积 | 240㎡
项目地点 | 山西·晋阳
项目时间 | 2022

设计总监 | 廖虹森
空间设计 | 黄城 / 吕莉 / 袁诗航 / 郑雨卓
动效&视觉 | 胡萍
施工后期 | 李东东 / 杨正昱 / 范帝全

本案是我们与董酒的二度联手,继2020年贵州遵义工厂展厅之后,瑞升再次为董酒呈现位于千年古城北都晋阳的新一代品鉴体验馆。

如果说两年前的工厂展厅是对于董酒品牌故事与视觉体系“留陈出新”的一次探索,那本次项目则是对董酒独特的风格故事更为笃定的一次表达 —— “简化中式”的设计语言与传统文化元素共存于同一空间中,既链向一种更普适于现代审美的风格性格,也回应着董酒历久弥新的品牌内核质感。沿着董酒“国密之源”传统文化元素的推演脉络,隐于内在的品牌属性,被焕新演绎成彩色和材质的空间介质,加持着整个空间的设计语言与氛围基调。从密藏陶坛剥离的金色,以玫瑰金金属和木质材质形式呈现在空间中,营造一种洗练的雅致感与经典的品质感;同时温润柔和的木色也成为空间的大部分底色,营造着空间视觉的舒适性;

This case is our second collaboration with Dong Jiu. Following the 2020 Guizhou Zunyi factory exhibition hall, Ruisheng once again presents Dong Jiu with a new generation of tasting and experience hall located in the millennium old city of Jinyang, the northern capital.

If the factory exhibition hall two years ago was an exploration of Dong Jiu’s brand story and visual system, “leaving behind the old to create the new”, then this project is a more determined expression of Dong Jiu’s unique style story – the design language of “simplified Chinese style” coexists with traditional cultural elements in the same space, not only linking to a more modern aesthetic style and personality, but also responding to Dong Jiu’s timeless brand core texture. Following the deduction of the traditional cultural elements of Dong Jiu’s “source of national secrets”, the hidden brand attributes are rejuvenated into a spatial medium of color and material, embodying the design language and atmosphere tone of the entire space.The gold stripped from the hidden pottery altar is presented in the form of rose gold metal and wood materials in the space, creating a refined and classic sense of quality; At the same time, the warm and soft wood color has become the majority of the background color of the space, creating a comfortable visual experience;

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INSPIRING WITH DESIGN

有了此前遵义工厂展厅设计基础,我们对于董酒风格语言的提炼和表达更加笃定和确信 —— 它既有着传统文化和行业匠艺的沉淀和意蕴,又应该回应现代审美的审视视角 —— 简化中式或者精致中式是贴近于我们对于董酒空间风格体系的认知和预想。

通过色彩-符号-材质-图形的提炼和组合,我们为董酒找到了空间坐标的风格原点;与此同时,外立面、功能道具及布局逻辑等经过二度实践,也更加普适于从体验展厅到全国门店的复制延展,以及品牌性格的塑造。

With the previous design foundation of the exhibition hall in Zunyi factory, we are more confident and confident in the refinement and expression of Dong liquor style language – it not only embodies the sedimentation and meaning of traditional culture and industry craftsmanship, but also responds to the perspective of modern aesthetics. Simplified or refined Chinese style is close to our understanding and expectation of Dong liquor spatial style system.

By refining and combining colors, symbols, materials, and graphics, we have found the style origin of spatial coordinates for Dong Jiu; At the same time, the facade, functional props, and layout logic have undergone secondary practice, making them more suitable for replication and extension from experience exhibition halls to national stores, as well as shaping brand personality.