Be willing to embrace young people

With the increasingly obvious trend ofconsumption upgrading, the internet celebrity style, which focuses oncommunication efficiency, has been unable to meet the change and development ofmature brands, and the delicacy, quality and customers’ staying experience havebecome new demands.This shop is located at the corner of a street in Changzhou.Considering the mutual existence of the site, the building and the surroundingenvironment, the designer takes the integration of the internal and externalrelations of the space as the starting point, and strives to achieve theeffective connection and integration of brand culture and consumptionexperience, triggering a kind of soothing feeling that does not become a mereformality.

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- 自由栖息地 | CoCo -

As the first impression when the shop welcomes guests, the facade isdesigned around the orange and business attributes of CoCo brand, and throughthe integration of curves and straight lines, it highlights the attraction ofopenness, tolerance, affinity and sunshine. The limited facade width is intervened by large glass,presenting a wider visual space.

The design of "C" shaped door handle with the initials of theshop name is both exclusive and high-level.

The distribution of primary and secondary entrances independently dividesthe dynamic area of queuing and ordering, which makes it possible to sitcomfortably and stay for a long time, and meets the multiple functions ofdining, social intercourse and taking pictures.

Stepping intothe doors, the designer expresses space abstractly through architecturaltechniques, and build artistic and immersive scene experience. Irregulargeometric walls deeply divide and deconstruct the space, guide the light toshuttle from multiple angles, and create a more layered and penetrating spaceenvironment.

In terms of space keynote, the complicated decoration and unnecessarycarving are abandoned, with milk tea color and theme orange as the main tone.At the same time, the red and green soup colors derived from tea art areextracted and blended into dark powder and light green with low saturation,which not only explains the integration of products and space, but also bringsfriendly comfort to the pressure of modern life and creates a warm and healingatmosphere.

In terms of material selection, the main part of the space is covered byordinary visible micro cement and sand wall paint. In a highly unified treatment mode,the traditional and rough properties of the material itself are transformed andsuperimposed, which improves the quality and purity of the space. With woodcolor and corrugated glass, the unique space characteristics of CoCo arecreated.

The furniture of tables and chairs shows people with simpleand soft lines, which is quite leisurely and casual, just like guiding gueststo find oasis and blue ocean in the desert, and getting rid of the burnoutbrought by busy life.

With the balance beauty between lightness and heaviness, the brand logo lamp belt guides the guests to step up and sit freely. The halo dyeing ofindirect light source not only breaks the dullness, but also injects a trace ofvitality into the multi-level space.

The black artlamp takes the curve as the characteristic, and has the function of storage andlighting. It forms the visual cutting and continuation, injects the interestand artistry into the gentle and quiet field, and reveals the restrained andadvanced space personality.

New-style tea is becoming a new Unicorn pursued by capital, and the market isalways willing to embrace young people. Starting from the dimensions of spacedesign and brand upgrade, this case turns over the public's cognitive inertiaof CoCo's established image, creates a free habitat and spiritual communicationterritory that makes people feel healing, happy, and willing to be closewithout falling into the stereotype, and leads the brand to the creative andsustainable evolution.

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项目名称：CoCo都可常州中梁百悦城店

Project Name: Coco Shop - ChangzhouZhongliang Joycity

项目地址：常州中梁百悦城

Location: Changzhou Zhongliang Joycity

设计单位：欧阳跳建筑设计有限公司

Design Company: OYTT Design

主案设计师：欧阳跳

Chief Designer: Tiao Ouyang

辅助设计师：周丹凤、马小贝、姚运

Assistant Designer: Danfeng Zhou, XiaobeiMa, Yun Yao

项目面积：95平米

Area: 95 square meters

完工时间：2020年12月24日

Completion time: December 24, 2020

主要材料：微水泥、沙壁漆、防火板、皮革

Main Materials: micro cement, sand wallpaint, fireproof board, leather

业主名称：CoCo都可 董总

Client Name: Mr. Dong

项目摄影：徐义稳

Photographer: Yiwen Xu

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About OYTT

美好是心里永远不会老去的梦想

我们梦想什么？

我们梦想过什么？

当有人给你设置界限时，你想打破它，对吗？

我们热爱设计

它可以让人肆意发挥想象力

设计美好是强大的力量

设计并非“设计”

它是解决需求

亦是传播美学

设计成就:

• 德国 | 2020 红点奖

• 德国 | 2020 iF DESIGN AWARD

• 意大利 | 2020 意大利A'design award设计大奖 银奖、铜奖

• 荷兰 | 2020 Frame Awards

• 美国 | 2019 Best of Year Awards

• 美国 | 2019 Architecture Masterprize美国建筑大师奖

• 英国 | 2019 Restaurant & Bar Design Awards

• 意大利 | 2019 意大利A'design award设计大奖 金奖

• 法国 | 2018 IIDA全球设计大奖

• 美国 | 2018 美国IDA国际设计大奖优秀奖

• 中国 | 2019 中国设计·卓越青年城市榜（无锡）商业空间十强设计师

• 中国 | 2019 她设计年度优秀空间设计奖

• 中国 | 2019 金外滩奖餐饮空间类优秀奖

• 中国 | 2018 金堂奖年度优秀餐饮空间设计奖

• 中国 | 2018 红棉奖室内设计奖

• 中国 | 2018 IDS国际设计先锋榜优胜奖

• 中国 | 2017 金堂奖年度优秀休闲娱乐空间

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