“沪上诸业跨界迭代日新月异，唯独餐饮设计常陷窠臼，风格难脱樊笼？” 这是浆果设计团队构思上海韩圃的核心疑问，亦是设计初心 —— 以跨界思维打破传统烤肉店的桎梏，让设计成为文化与体验的桥梁。为了找到真正贴合烤肉本质的设计逻辑，我们与甲方一同前往首尔和济州岛的知名烤肉店考察学习，深入研究当地的烤肉模式与空间氛围营造，将其中值得借鉴的仪式感与烟火气融入我们的设计构思。我们始终认为，提到某种烹饪方式，人们不该被固化的场景认知束缚，而应通过设计为其重新定义。

Across Shanghai, industries are iterating across boundaries with each passing day, yet restaurant design often remains trapped in outdated conventions, struggling to break free from stylistic limitations? This is the core question behind the Berry Design team’s conception of Shanghai Hanpu, and also the original intent of our design—to break the shackles of traditional barbecue restaurants with cross-boundary thinking, and let design serve as a bridge between culture and experience. To uncover a design logic that truly aligns with the essence of barbecue, we joined our client on a study tour to renowned barbecue restaurants in Seoul and Jeju Island, delving into the local barbecue models and spatial atmosphere creation. We incorporated the sense of ritual and warmth worthy of emulation from these places into our design concept. We firmly believe that when people think of a particular cooking method, they should not be confined by rigidly stereotyped perceptions of scenes; instead, design should redefine it for them.

分解爆炸图

Exploded View

这份设计理念，最终被我们落地为一套精准调控顾客神经活动的 “隐性引导系统”。我们从济州岛的自然与人文中汲取灵感，将当地特有的火山岩肌理、传统集市的烟火气搬进城市空间：食客触摸到的天然粗粝石墙、映入眼帘的温润石头爷爷雕塑，以及隐藏在各处的文化符号，不仅是视觉与触觉的双重刺激，更成为我们神经美学设计的重要载体。在视觉层面，我们打造了幽暗环境中突出的明亮展示区，利用人类天生的趋光性形成焦点，这种 “深邃中的光亮” 能激活大脑奖赏通路，促使多巴胺分泌，进而驱动探索欲 —— 这一机制源于人类的生存本能，远比单纯的视觉美学更具吸引力；在材质选择上，济州岛原产火山岩的运用，既呼应了当地的自然力量，又能通过触觉联想激活顾客的海马体与杏仁核，唤起对 “天然食材” 的深层信任，而镜像神经元的模拟作用，会进一步强化 “新鲜原生态” 的心理暗示，间接刺激食欲。

This design concept was ultimately implemented as a "subtle guidance system" that precisely regulates customers' neural activities. Drawing inspiration from the nature and culture of Jeju Island, we brought the unique texture of its volcanic rocks and the vibrant atmosphere of its traditional markets into the urban space: the naturally rough stone walls that diners touch, the warm stone grandfather sculptures that greet their eyes, and the cultural symbols hidden everywhere are not just dual stimuli to vision and touch, but also important carriers of our neuroaesthetic design.On the visual level, we created bright display areas that stand out in a dim environment, using humanity's innate phototaxis to form focal points. This "light in the depth" can activate the brain's reward pathway, promote the secretion of dopamine, and thereby drive the desire to explore—a mechanism rooted in human survival instinct, which is far more appealing than mere visual aesthetics. In terms of material selection, the use of volcanic rocks native to Jeju Island not only echoes the natural power of the region but also activates customers' hippocampus and amygdala through tactile associations, evoking deep trust in "natural ingredients." Furthermore, the mirroring effect of mirror neurons reinforces the psychological suggestion of "fresh and original," indirectly stimulating appetite.

我们将猪肉以生动的方式展示，鲜亮色泽与近距离陈列能通过丘脑和杏仁核快速完成 “食物资源评估”，让顾客前额叶的理性克制暂时让位；而洞穴式幽暗空间则为整个体验闭环收尾，包裹性环境能激活人类对 “庇护所” 的原始记忆，降低皮质醇以缓解压力，催产素的分泌则能增强社交亲密感，同时减少外界干扰的设计，让顾客的感官聚焦餐桌，大幅提升味觉感知与沉浸体验。正如我们始终坚信的：“设计的力量，跳出重复，重建生命力。” 这套融合了文化转译、实地考察经验与神经科学的设计，让顾客在潜意识中完成 “吸引 - 信任 - 渴望 - 放松” 的情绪流转，既触摸到自然的粗粝质感，又能获得心灵与味觉双重沉浸的文化体验。

We present pork in a vivid way: its bright color and close-range display trigger a rapid "food resource assessment" in the brain via the thalamus and amygdala, temporarily overriding the prefrontal cortex’s rational restraint. The cave-like, dimly lit space closes the entire experience loop: its enclosed environment activates humanity’s primitive memory of a "sanctuary," lowering cortisol to relieve stress, while oxytocin secretion enhances social bonding. Additionally, the design minimizes external distractions, focusing the customer’s senses on the table and greatly enhancing taste perception and immersive experience.As we have always believed: "The power of design lies in breaking away from repetition and rebuilding vitality." This design, which integrates cultural translation, on-site research experience, and neuroscience, guides customers to subconsciously experience an emotional flow of "attraction – trust – desire – relaxation." It allows them to touch the rough texture of nature while enjoying a cultural experience of dual immersion for both the mind and taste.

藏香猪堆头 陈设效果图

Tibetan Pig Display Stack Furnishing Rendering

在餐饮市场陷入 “成本竞赛” 与 “效率内卷” 的当下，我们跳出了传统 “坪效与人效” 的竞争框架，以 “心效” 为核心重构了上海韩圃的商业逻辑 —— 即单位时间内，在顾客心智中植入的体验深度与品牌价值。

In an era when the catering market is trapped in a "cost race" and "efficiency infighting," we have broken away from the traditional competition framework of "store area efficiency and labor efficiency" and redefined the business logic of Hanpu Shanghai with "experiential effectiveness" as the core—meaning the depth of experience and brand value implanted in customers' minds per unit of time.

我们放弃了廉价装修的思路，转而进行 “感官基础设施” 投资，这正是对我们 “用设计翻译文化，用体验创作价值” 理念的商业落地。其中，我们特意选用济州岛原产的火山岩作为核心材质，不仅完整保留了食材的原始风味气质，更精准契合了中国当下的商业逻辑与经济形势 —— 在消费升级但理性化的趋势下，消费者既渴望真实可感的体验，又注重品牌的差异化价值，这种材质选择既控制了不必要的成本浪费，又打造了不可复制的场景记忆点；中心化的食材橱窗是 “价值可视化投资”，我们将猪肉作为空间主角进行艺术化展示，持续刺激顾客食欲并植入品质认知，有效降低了营销教育成本；洞穴式幽暗空间则是 “注意力与安全感投资”，通过降低顾客的皮质醇水平让其放松，同时聚焦感官体验，延长停留意愿并放大用餐愉悦感。

We abandoned the idea of cheap decoration and instead invested in "sensory infrastructure"—a tangible implementation of our core philosophy: "Translating culture through design, creating value through experience."Specifically, we deliberately selected volcanic rock native to Jeju Island as the core material. This choice not only preserves the original flavor and character of the ingredients but also aligns precisely with China’s current commercial logic and economic situation: amid the trend of consumption upgrading paired with rationality, consumers crave tangible, authentic experiences while valuing a brand’s differentiated identity. This material selection curbs unnecessary cost waste while forging an unforgettable, irreplicable scene memory.The centralized ingredient display window represents an "investment in visible value." By showcasing pork as the artistic centerpiece of the space, we continuously stimulate customers’ appetite and embed a perception of quality, effectively reducing marketing and education costs.The cave-like, dimly lit space is an "investment in attention and safety." By lowering customers’ cortisol levels, it promotes relaxation, heightens sensory focus, prolongs their willingness to stay, and amplifies the pleasure of dining.

猪肉打卡区 互动装置效果图

Punch Check-in Area Interactive InstallationRendering

这套逻辑最终被我们打造成 “场景吸引 - 产品种草 - 沉浸体验 - 自发传播 - 品牌强化” 的自我强化飞轮，将装修成本转化为可感知的体验价值，用产品展示承担沟通教育功能，以放缓的节奏提升客单价认同感与品牌忠诚度。与主流效率模型相比，我们的核心竞争力在于不可复制的综合感官体验、品类认知与出品标准，通过深度价值创造，在同质化市场中建立起坚固的竞争护城河。

We have ultimately shaped this logic into a self-reinforcing flywheel of "Scene Attraction – Product – Immersive Experience – Spontaneous Sharing – Brand Reinforcement". It converts decoration costs into tangible experiential value, uses product displays to fulfill communication and education functions, and enhances customers' recognition of the unit price and brand loyalty through a more relaxed pace. Compared with mainstream efficiency models, our core competitiveness lies in the irreplicable comprehensive sensory experience, category cognition, and product standards. Through deep value creation, we have built a solid competitive moat in the homogeneous market.

餐饮行业的内卷早已陷入同质化怪圈 —— 卷装修、卷营销、卷价格，却鲜有人回归 “出品与经营本质”。我们的破局逻辑，正是从餐饮根本出发，用 “烤猪肉” 这一被忽略的品类撕开市场缺口，而这与我们浆果设计 “停止表面的复制模仿，打造全新韩圃内核” 的理念不谋而合。

The catering industry's internal competition has long been trapped in a homogenized vicious cycle—competing over decoration, marketing, and prices, yet few return to the "essence of food and operation." Our breakthrough logic starts right from the foundation of catering: using the overlooked category of "roasted pork" to carve out a market gap, which aligns perfectly with the philosophy of Berry Design: "Stop superficial imitation and build a new core for Hanpu."

首先是品类破围：牛肉、海鲜赛道供应链透明、成本高企，早已成为红海，而猪肉赛道不仅认知空白大，优质供应链更稳定且具备明显成本优势，选择猪肉切入，对我们而言是战略性的成本与认知双重破局。其次是出品破局：我们深知内卷的终点必然是效率与差异化，因此深耕烤法研发，独创 “低温慢熟 + 高温锁香” 工艺，让猪肉既具备和牛般的细嫩口感，又拥有脆皮的焦香风味 —— 这种实打实的出品力，是无法被简单复制的核心技术壁垒。

First, category breakthrough: The beef and seafood tracks have transparent supply chains and high costs, already turning into a red ocean. In contrast, the pork track not only has a large cognitive gap but also features a stable, high-quality supply chain with obvious cost advantages. Choosing pork as our entry point represents a strategic breakthrough in both costs and consumer perception for us.Second, product excellence breakthrough: We are well aware that the end point of internal competition is inevitably efficiency and differentiation. Therefore, we have delved deep into the research and development of roasting methods, creating an exclusive "low-temperature slow cooking + high-temperature aroma locking" technique. This allows the pork to have the tender texture of Japanese Wagyu beef while also delivering the crispy, aromatic flavor of a crispy skin—this genuine product strength forms an insurmountable core technical barrier that cannot be easily replicated.

帮烤烤炉 单体效果图

Table-Side Grilling AssistantSingleItem Rendering

再者是体验破圈：氛围绝非单纯的装修堆砌，正如我们将济州岛文化与实地考察学到的烤肉模式融入空间的巧思，我们把烤台升级为 “表演舞台”，推行的 “代烤” 形式更是针对上海市场的精准适配 —— 在其他城市，代烤可能意味着大量人工成本的浪费，但上海的消费场景与人力配置特点，让这种模式既能保证出品的稳定性，又能为食客提供 “解放双手” 的沉浸式体验，将烹饪过程转化为可视化的仪式感表演。这让 “吃猪肉” 从简单的果腹行为，升级为具有社交价值的独特场景 —— 食客在触摸济州岛火山岩肌理、感受文化符号的同时，也让用餐成为一场 “有记忆点的感官逃离”，而体验本身正是溢价的核心来源，良好的氛围更能拉升顾客停留时间，间接提升消费额度。最后是模式破旧：我们摒弃了大而全的产品线，聚焦猪肉品类做深度挖掘，精简 SKU 让供应链更聚焦，不仅降低了损耗率，更保证了出品稳定性。这套 “猪肉（成本优势）+ 新烤法（技术壁垒）+ 强体验（价值感知）” 的闭环，从后端供应链到前端客群体验形成完整链路，我们不拼表面的装修投入，只拼对食材、烹饪与经营本质的理解。餐饮的变革终究藏在盘子里，回归生意本身，才能在内卷中站稳脚跟。

Furthermore, there is the experience breakthrough: the atmosphere is by no means a mere pile-up of decorations. Just as we ingeniously incorporated Jeju Island's culture and the barbecue model learned from on-site investigations into the space, we upgraded the grilling station to a "performance stage", and the introduced "on-demand grilling service" is precisely tailored to the Shanghai market. In other cities, on-demand grilling may mean a waste of a large amount of labor costs, but Shanghai's consumption scenarios and human resource allocation characteristics enable this model to not only ensure the stability of food quality but also provide diners with an immersive experience of "freeing their hands", transforming the cooking process into a visual ceremonial performance. This elevates "eating pork" from a simple act of satisfying hunger to a unique scene with social value—while diners touch the texture of Jeju Island's volcanic rocks and experience cultural symbols, dining also becomes a "memorable sensory escape". The experience itself is the core source of premium pricing, and a pleasant atmosphere further extends customers' stay time, indirectly boosting their spending.Finally, there is the model innovation: we abandoned the extensive and comprehensive product line, focused on in-depth exploration of the pork category, and streamlined SKUs to make the supply chain more focused. This not only reduced the loss rate but also ensured the stability of food quality. This closed loop of "pork (cost advantage) + new grilling method (technical barrier) + strong experience (value perception)" forms a complete link from the back-end supply chain to the front-end customer experience. We do not compete on superficial decoration investment, but only on the understanding of the essence of ingredients, cooking and operation. After all, the transformation of the catering industry is hidden in the plates. Only by returning to the essence of business can we gain a firm foothold in the midst of intense competition.

我们上海韩圃的诞生，并非对传统餐饮的盲目反叛，而是对时代精神与消费市场变迁的精准回应 —— 我们正从追求标准化、高效率、功能性满足的 “效率时代”，全面进入渴望个性化、深度体验、情感连接与意义感的 “意义时代”。上一个时代的主流餐饮模型，以 “高翻台、低装修、明亮化” 为核心，解决了 “快速、安全、实惠用餐” 的基础需求，但在物质丰裕与选择爆炸的当下，消费者的核心诉求已发生本质迁移：从 “拥有物品” 转向 “享受体验”，从 “外在彰显” 转向 “内在共鸣”，从 “信息过载” 转向 “心流渴望”。

The birth of Hanpu Shanghai is not a blind rebellion against traditional catering, but a precise response to the spirit of the times and changes in the consumer market—we are fully transitioning from the "efficiency era", which pursued standardization, high efficiency, and functional satisfaction, to the "meaning era", which craves individuality, in-depth experience, emotional connection, and a sense of purpose. The mainstream catering model of the previous era, centered on "high table turnover, low decoration, and bright spaces", met the basic needs of "fast, safe, and affordable dining". However, in the present age of material abundance and explosive choices, consumers' core demands have undergone an essential shift: from "possessing items" to "enjoying experiences", from "external display" to "internal resonance", and from "information overload" to "a longing for flow".

我们项目的内核，正是构建 “数字时代的精神洞穴”，这种 “反效率” 表象下，是我们对 “新效率” 的重新定义 —— 传统效率衡量空间与时间的流转速度，而我们所追求的新效率，聚焦于心智与情感的留存深度（记忆度、忠诚度、传播力）。正如我们浆果设计团队所期待的 “不同的惊喜与新可能性”，我们通过 “体验 + 产品 + 文化 + 地域适配” 的复合价值输出，将餐饮从 “胃的补给站” 升维为 “精神的休憩所”，在同质化市场中开辟出以 “原始感、仪式感、庇护感” 为基调的消费新语境，这正是我们的作品能够穿越周期、构建长期竞争力的核心密码。

The core of our project is to construct a "spiritual cave in the digital age". Beneath this seemingly "anti-efficiency" facade lies our redefinition of "new efficiency": traditional efficiency measures the speed of space and time, while the new efficiency we pursue focuses on the depth of retention in the mind and emotion (memorability, loyalty, and communication power). Just as our Berry Design team envisions "different surprises and new possibilities", we deliver a composite value of "experience + product + culture + regional adaptation", elevating catering from a "supply station for the stomach" to a "sanctuary for the spirit". In a homogenized market, we have carved out a new consumption context centered on "primitiveness, ritual, and shelter", which is the core code for our works to transcend cycles and build long-term competitiveness.

韩圃Daybyday 平面图

Project Information

项目 NAME｜iapm韩圃

地址 LOCATION｜中国·上海  Shanghai, China

面积 AREA｜550㎡  sq.m

时间 DATE｜ 2026年1月

设计 FIRM｜ 浆果设计研究所  Jingle Design

主创 DESIGNER｜周博  Zhou Bo

团队 TEAM｜庞铠，孔祥宇，朱涛，陈亮，王雷，解仪龙，姜旭，王学丽，安欣

摄影 PHOTOGRAHPY｜图派视觉  TOPIA Vision