新作 | 罗森尼娜·生活家NaNa / 谜舍设计

ZaomeDesign · 公众号 · 设计 · 2025-02-26 09:31

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在长沙这座充满活力的城市，快节奏的生活成为常态，人们在忙碌中愈发渴望松弛和宁静。

In Changsha, a vibrant city, fast-paced life is the norm. People increasingly crave relaxation and peace in their busyness.

作为湖南最有人气的烘焙品牌，罗森尼娜也在通过探索品牌的创新来应对新的消费趋势。谜舍设计受到委托，负责操刀设计罗森尼娜最新策划的概念店「罗森尼娜生活家NaNa」。

As the most popular bakery brand in Hunan, LSENna is also responding to new consumer trends by exploring brand innovation. Nazodesign was commissioned to design LSENna's latest concept store " NaNa".

公园感

In the park

常规的罗森尼娜门店多聚焦面包销售效率，而罗森尼娜生活家则以 “慢” 为核心，将打造舒适惬意的休闲环境作为首要策略。我们围绕这样的定位提出了“公园感”的设计概念。

Regularly LSENna stores focus on the efficiency of bread sales, while NaNa is "slow life" as the core, and will create a comfortable leisure environment as the primary strategy. Based on this orientation, we proposed the design concept of "in the park".

从平面布局上，我们突破常规面包店紧凑的布局模式，摒弃了大量堆砌面包的货架式陈列方式，引入更多松弛元素，为顾客提供充足的停留、休憩空间。

In terms of layout, we break through the compact layout mode of conventional bakeries, abandon the shelf-style display of a large number of stacked bread, introduce more relaxed elements, and provide customers with sufficient space to stay and rest.

空间没有明显的分区界限，让人们在选购面包、享受下午茶的过程中，像“逛公园”一样能真正沉浸于轻松而自然流动的氛围中。

The space has no obvious zoning boundaries, so that people can really immerse in the relaxed and natural flow of the atmosphere like "walking in the park" in the process of buying bread and enjoying afternoon tea.

在空间的重要节点处点缀绿植。绿植的品类经过精心挑选，高低错落、疏密有致，让顾客在店内也能亲近自然。

Add greenery at important points in the space. The categories of green plants have been carefully selected, scattered and dense, so that customers can be close to nature in the store.

客人座位区我们借鉴了公园长廊的座椅形式，这也是店铺气质传达的重要颜面。长廊一侧设置休闲座位，供顾客休息等候；另一侧座位四周金属立柱林立，顶部覆以轻盈的网状结构，既营造出开放通透的空间感，又仿佛是公园中为人们遮风挡雨的廊架。

We borrowed the form of park benches to create the guest seating area， which is also an important face of the store's ethos. The other side of the seat is surrounded by metal columns, and the ceiling is covered with a light mesh structure, which not only creates an open and transparent space, but also resembles a porch in the park for people to shelter from the wind and rain.

现烤间是面包香气的源头，我们通过尽可能的透明化设计让顾客能直观看到面包烘焙的全过程，从面团的发酵到在烤箱中逐渐变得金黄酥脆，激发顾客食欲，增添消费乐趣。

休闲座位区与 DIY 区是慢生活体验的核心区域。

The leisure seating area and the DIY area are the core areas of the slow living experience.

休闲座位区提供舒适的座椅，搭配绿植、花器点缀，营造出公园般的惬意氛围，让顾客能安心品尝美食。

DIY 区可满足顾客亲手制作烘焙食品的需求，增强顾客参与感与互动性，且能应对不同的品牌活动场景。

​新作 | 罗森尼娜·生活家NaNa / 谜舍设计

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新作 | 罗森尼娜·生活家NaNa / 谜舍设计