手作糕团是很具有代表性的江南名吃，在这一品类中，“阮大兴手作糕团”非常有人气，且已经在考虑拓展品牌更加多元丰富的市场形象。谜舍设计收到阮大兴手作糕团的委托，来操刀设计在杭州清河坊的重要品牌形象店。
Handmade steamed rice cake is a very representative food in Jiangnan. In this category, "Ruan Daxing " is very popular, and has been considering expanding the brand's more diversified market image. Nazodesign received “Ruan Daxing”’s commission, to design their important store in Qinghefang, Hangzhou.
重要关节
Important node
店面位于杭州清河坊的入口处，是游客进去到清河坊的必经之处，也是清河坊商业带给游客的第一印象。这样“重要关节”位置的店面除了品牌本身的表达之外，往往还附带着更多的“公共光环”。谜舍希望新呈现的店面不仅能成为阮大兴手作糕团面向消费者的崭新形象，同时也能变成清河坊区域的第一道风景。
The store is located at the entrance of Qinghefang in Hangzhou, which is the only way for tourists to enter Qinghefang and the first impression of Qinghefang for tourists. In addition to the expression of the brand itself, such an important store is often accompanied by more "public glory". Nazodesign hopes that the newly presented store can not only become a new image of Ruan Daxing for consumers, but also become the first scenery of Qinghefang area.
“立面打开”是谜舍与阮大兴一致达成的设计共识。开敞通透的外立面不仅很好的将光线引入至店内，同时开放的姿态也是欢迎游客最好的方式，不论是购买糕团产品，还是在店内等候，甚至只是暂时休憩，游客都可以自由在店内外穿行小坐，也是我们想要在商业空间中创造出的生动表情。
"Facade opening" is the consensus reached by Nazodesign and Ruan Daxing. The open and transparent facade not only brings light into the store, but also the open attitude is the best way to welcome visitors. Whether buying cake products, waiting in the store, or even just a temporary rest, visitors can freely walk through and sit inside and outside the store, which is also the vivid expression we want to create in the commercial space.
夜色将至时，店面整体像一个放置在清河坊入口的一个发光的礼物盒，为来来去去的游客带来些许光线的指引。
When night approaches, the whole store is like a glowing gift box placed at the entrance of Qinghefang，bringing some light guidance to visitors.
文化表达
Culture expression
方糕制作的过程具有观赏性，其中用老木头制成的各类方糕模具本身附带着极强的文化属性，这也是产品制作过程的核心器具。谜舍以方糕模具为灵感，设计了整面由定制砖铺砌而成的“方糕墙”。“方糕墙”像一幅立体的画作，吸引着店外的游客，并极大的增强了店内的文化体验感。
The process of making the square cake is very interesting. All kinds of square cake molds made of old wood have strong cultural attributes, which is also the core tool of the product production process. Inspired by the cake mold, we designed a "square cake wall" entirely made of custom-made bricks. The "square cake wall" is like a three-dimensional painting, which attracts tourists outside the store and greatly enhances the cultural experience of the store.
米的呈现
Rice expression
阮大兴糕团产品的原点是“米”，谜舍将“米”作为空间的起点串联起空间的整体视觉，让店面更有辨识度的同时，能更好的传达产品的食材文化属性。
The origin of Ruan Daxing cake products is "rice". Nazodesign takes "rice" as the starting point of the space to connect the overall vision of the space, so that the store is more recognizable and can better convey the cultural attributes of the product ingredients.
店面在夏日午后部分时段会有阳光直射的情况，谜舍在店面顶部设计了遮阳屋檐，屋檐的部分使用了米粒的形状进行镂空处理，使屋檐的视觉变得轻盈之外，投射在墙面上米粒状的光影也极大的丰富了立面的表情。
The store will have direct sunlight during part of the summer afternoon. Nazodesign designed a sunshade on top of the storefront. The eaves are hollowed out in the shape of rice, making the eaves look light, and the rice-like shadow projected on the wall also greatly enriches the expression of the facade.
“米”本身具有特殊的材质视觉属性，其剔透晶莹的质感能很好的柔化空间的氛围。谜舍使用了树脂玻璃钢复合材质在店外立面以及店内展台立面这些重要的视觉部分来演绎米粒的晶莹质感，让消费者感受到店面空间与糕团食物在感官层面的巧妙连结。
"Rice" itself has a special material visual properties, its crystal clear texture can very well soften the atmosphere of the space. Nazodesign uses resin-FRP composite material on the facade of the store and the facade of the booth in the store to interpret the crystal texture of the rice, so that consumers can feel the clever connection between the store space and the cake food at the sensory level.
项目：阮大兴手作糕团·清河坊
面积：40平方米
项目地址：杭州
完工时间：2024年8月
设计公司：谜舍设计
设计团队成员：田少寅，曾煜娴，霍晓芳，王勇锋，曾煜婷
照明顾问：努莱照明设计事务所
照片拍摄：刘国威
联系方式：[email protected]
