我们并非在演绎一个中国人想象中的韩国，而是以近乎人类学田野调查的方式，深入首尔老城的肌理深处，将1980年代街头巷尾的真实切片，完整迁徙至上海新天地。斑驳的韩文手写招贴、经年烟熏的柴火灶台、洗旧质感的韩屋瓦片与织物，每一件物什都是时间在场的证词。这是一种学术策略的降维实践——用文化研究的严谨，替代符号挪用的轻浮，让“真正的韩国”而非“中式韩流”成为空间的主角。

We are not staging a China-imagined version of Korea. Instead, adopting an approach akin to anthropological fieldwork, we delve deep into the fabric of old Seoul, relocating authentic slices of life from its 1980s streets and alleys in their entirety to Xintiandi in Shanghai. Faded handwritten Korean posters, wood-fired stoves blackened by years of smoke, and weathered hanok roof tiles and textiles—every object bears witness to the passage of time. This is a dimensionality-reduction practice rooted in academic strategy: replacing the frivolity of symbolic appropriation with the rigor of cultural studies, allowing “genuine Korea” rather than a “Sinicized Hallyu” to take center stage in the space.

分解爆炸图

Exploded View

空间的美学内核，在于对“拙朴之力”（The Power of Rustic Simplicity）的虔诚信仰。我们刻意保留材料的原始粗粝：裸露的泥土墙面、柴火熏黑的木梁、老木头餐桌上温润的包浆。没有丝毫刻意的精致，只有岁月自然堆积的痕迹。当这种拙朴被推到极致，一种超越潮流的时尚感便破土而生——怀旧至极，正是另一种前卫。设计主动退后，让生活本身上前，让空间成为一种有温度的背景。

The aesthetic core of the space lies in a devout belief in "The Power of Rustic Simplicity". We deliberately retain the raw coarseness of the materials: exposed earth walls, wooden beams blackened by firewood smoke, and the warm patina on vintage wooden dining tables. There is no contrived refinement, only traces naturally accumulated over time. When this rustic simplicity is pushed to its extreme, a timeless sense of style emerges from the ground – extreme nostalgia is, in itself, a form of avant-garde. The design deliberately recedes to let life take the foreground, turning the space into a warm and welcoming backdrop.

这里是一座以炭火与油脂为媒介的烟火道场。果木在灶膛里噼啪作响，厚切济州黑猪肉在烤盘上滋滋吟唱，升腾的烟雾裹挟着焦香，瞬间击穿所有矜持，唤醒人类对烤肉最原始、最汹涌的食欲。这种沉浸式的感官包裹，不仅刺激味蕾，更触发身心的深度放松——围炉而坐，所有都市的紧绷都在炭火的暖意中悄然消解。这是任何图片或视频都无法传递的、在场性的疗愈体验。

This is a bustling haven of warmth and vitality, fueled by charcoal fire and savory oils.Fruit wood crackles in the hearth, thick-cut Jeju black pork sizzles melodically on the grill, and rising smoke carries a rich, charred aroma that instantly breaks through all reserve, awakening humanity’s most primal and voracious appetite for barbecue.

This immersive sensory embrace not only stimulates the taste buds but also induces profound physical and mental relaxation.Gathered around the grill, all the tension of urban life quietly melts away in the warmth of the charcoal fire.It is an on-site healing experience that no photograph or video can ever fully convey.

在经济下行的集体情绪中，都市人亟需一处可以暂时抽离的庇护所。我们打造的这个七八十年代韩国街角，恰如其分地成为了当代的心灵桃花源。人们因对“真韩国”的猎奇而来，却因这份毫不做作的真诚、这份可触摸的旧日温情而反复回归。这里承载的不仅是一餐饭，更是一份对抗焦虑与虚无的情感寄托——一个可以定期回访、让心灵停靠的伊甸园。

Amid the collective mood of an economic downturn, urban dwellers are in urgent need of a sanctuary where they can temporarily retreat. The 1970s–80s Korean street corner we have created has fittingly become a modern-day spiritual Arcadia. People come for the curiosity of experiencing "authentic Korea," yet return repeatedly for its unpretentious sincerity and tangible warmth of days gone by. More than just a place for a meal, it serves as an emotional anchor against anxiety and emptiness—an Eden where the soul can regularly revisit and find repose.

当市面仍困于“韩式即廉价粗糙”的认知泥潭，或是对日式烤肉昂贵稀缺的盲目追随，我们以原真的韩国平民烟火，精准破局。我们用扎实的文化真诚，塑造出“正宗却不昂贵、怀旧却高级”的全新品类认知。这是一种经过精密计算的体验经济策略：经济越冷，大众越渴望真实的情感联结与高价值感的慰藉，而我们所提供的，恰是二者兼具的理想答案。

While the market remains trapped in the misconception that "Korean-style means cheap and rough," or blindly follows the expensive and exclusive trend of Japanese barbecue, we have achieved an accurate breakthrough with authentic Korean street food for ordinary people.With sincere cultural dedication, we have forged a brand-new category perception: authentic yet affordable, nostalgic yet sophisticated.This is a well-calibrated experience economy strategy: the colder the economy gets, the more the public craves genuine emotional connection and comforting high-value experiences.What we offer is precisely the ideal solution that combines both.

我们与其他公司截然不同——市面上弥漫的是快速抄袭与符号挪用，而我们始终站在文化研究、空间现象学与体验经济的学术高度，进行扎实的降维实践。开业后的现象级火爆，印证了这一策略的锐利。这绝非一次复古风格的简单模仿，而是一场以“真”（Authenticity）为锚点的设计觉醒。在消费趋于理性的时代，唯有能提供心灵认同与文化归属的空间，才拥有真正的抗周期生命力。这是拙朴的胜利，更是 Timeless Authenticity 对浮夸潮流的无声宣言。

We stand in stark contrast to other companies. While the market is rife with rapid imitation and symbolic appropriation, we consistently conduct solid dimensionality-reduction practice from the academic perspectives of cultural studies, spatial phenomenology, and experience economy.The phenomenal popularity since opening has attested to the sharpness of this strategy.This is by no means a mere retro-style imitation, but a design awakening anchored in Authenticity.In an era of rational consumption, only spaces that offer spiritual identity and cultural belonging possess genuine anti-cyclic vitality.This is a triumph of rustic simplicity, and moreover, a silent declaration of Timeless Authenticity against ostentatious trends.

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韩圃 平面图

Project Information

项目 NAME｜上海新天地 韩圃

地址 LOCATION｜中国·上海 Shang Hai, China

面积 AREA｜496㎡  sq.m

时间 DATE｜2025

设计 FIRM｜浆果设计研究所  Jingle Design

设计总监 DIRECTOR｜周博  Zhou Bo

主创 DESIGNER｜张世勇

团队 TEAM｜庞铠、孔祥宇、姜旭、王学丽、周晓辉

摄影 PHOTOGRAHPY｜帝成传媒  DiChengChuanMei