01前言/品牌
Preface/Brand
因原有品牌存在发展限制，项目方委托外物WHY WOULD为其打造全新的川菜品牌，外物WHY WOULD为其进行整体的品牌策划以及空间设计，拟待跳脱众多传统川菜品牌形象，以当代的视角为其打造全新品牌。
Due to the development limitations of the original brand,WHY WOULD have designed a new Sichuan cuisine brand for the commission of the project client and have started the overall brand planning and space design for it.It is designed to break away from many traditional Sichuan cuisine brand images and create a new for it from a contemporary perspective.The plate, just like the stage, is the best way for the food to appear and the curtain call. Color, aroma and taste are the temptation of food, and only dancing with the plate can be considered a perfect performance.
©Kerry
©Kerry
©Kerry
©Kerry
©Kerry
©Kerry
©周心然
02椒見/交見
[Jiao Jian]/Communication & Meeting
外物WHY WOULD从前端品牌策略出发，提炼其菜品特点，以川菜中具有代表性香料—花椒 为基础，结合公共场域人与人之间的关系，以 「椒見」作为全新品牌名称。
Starting from the front-end brand strategy, WHY WOULD extract the characteristics of its dishes.Based on the representative spice of Sichuan cuisine, Chinese prickly ash, and combining with the relationship between the public spaces person, it puts forward the new one named [Jiao jian].
「椒」同为「交」，同时隐喻交流/遇见。
[Jiao Jian] means communication / meeting
©色彩提取 WHY WOULD gif
花椒在市面通常有三类品种售卖，即紫红/青绿/黯黑三类颜色花椒。品种及口感的差异对应不同的菜品需求。外物WHY WOULD将三种颜色转换为整体色彩语言并运用至品牌及空间中，将自然界的补色进行融合并大胆撞色。
There are usually three types of Chinese prickly ash sold which are purple red, green and dark black.Different dishes have different demands, varieties and tastes are also different.WHY WOULD converts the three colors of its purple red, green and dark black into the overall color language and applies it to the brand and space, integrating the complementary colors of nature.
03
山川
Mountains
如何以宏大同时微观的视角去看待川渝地区的特点是外物WHY WOULD在前期思考的重要议题。
The important design point of the WHY WOULD in the early thinking is how to look at the characteristics of the Sichuan-Chongqing region from the perspective of macro.
©设计灵感 WHY WOULD gif
川渝地区多为山川盆地地形，房屋依山而建，形成当地特有的自然生态。外物WHY WOULD以此为灵感，以当代的语言方式进行提炼简化，将自然与质朴的人文生态引入品牌及空间中。
The Sichuan-Chongqing are mostly basins, and houses are built among the mountains, forming the local unique natural ecology. Inspired by this, WHY WOULD uses contemporary language to refine and simplify, and introduce natural and simple humanistic ecology into the brand and space.
©周心然
在山野，建造一片小村落。外立面半高矮墙隐喻为起伏的山川盆地，定制的图案经过25米超长连幅打印，矮墙同时兼具阻隔室内外的作用。
Build a small village in the mountains. The half-height low wall on the facade is metaphorically a undulating basin. The customized pattern is printed in a 25 meter long continuous format. The low wall also serves as a barrier between indoor and outdoor.
©周心然
04
房屋
Houses
©WHY WOULD
依山而建的瓦屋面木屋是川渝地区的重要特色。疏与密，聚与合，外物WHY WOULD提取三座木屋以当代的方式进行简化抽象表达并置于整体空间中。
The tile-roofed wooden house built among the mountain is an important feature of Sichuan-Chongqing region. WHY WOULD extracts the characteristics of sparseness and density, gathering and combining of the three wooden houses, and simplifies the abstract expression in a contemporary way and puts it into the overall space.
©周心然
©周心然
©WHY WOULD
©周心然
©WHY WOULD
©WHY WOULD
在保留整体外轮廓的同时，外物WHY WOULD根据房屋之间的空间关系，将原本封闭的墙面进行重新规划并划分出若干洞口，使房屋之间以及在内就餐的食客产生视觉上的关联，以形成彼此之间的对话并增加就餐社交场景。
While retaining the overall outline according to the spatial relationship between the houses, WHY WOULD re-planned the originally closed wall and divided several openings.Its creates a visual connection between the houses and the diners dining inside to form a dialogue with each other and increase the dining social scene.
© 空间分析 WHY WOULD gif
©周心然
©周心然
©周心然
©周心然
与大多国内传统木建筑相同，川渝地区木屋同样采用黑色曲面瓦作为屋面。外物WHY WOULD将原有传统瓦面更替为更为简约的黑色烧杉木。
Like most traditional wooden buildings, wooden houses in Sichuan-Chongqing also use black curved tiles as roofs.WHY WOULD replaced the original traditional tiles surface with more simple black burning fir.
©周心然
相同于传统瓦屋面铺贴方式，烧杉木在传统运用中大多仍以规格相同板面进行铺装，此类方式铺装具有方便施工及节省成本的优点，但同样存在方式单一，视觉过于趋同的缺点。
In the same way as the traditional tile roofing method, the black burning fir is mostly paved with the same specifications in the traditional application.Pavement in this way has the advantages of convenient construction and cost saving, but it also has the disadvantages of a single way and visual.
© 传统单一规格组合方式 WHY WOULD
外物WHY WOULD通过反复对比打样，对原有烧杉木模数重新调整组合，将原有单一的板面模数延伸为六种不同形态的规格重新排列组合，以打破原有形式的视觉疲劳。六种不同规格的板面耗费大量工时并根据前期设计预设的组合形式进行严谨施工。
WHY WOULD extends the original single panel modules into six different specifications by recombining the original fired fir modulus, in order to break the visual fatigue of the original form. The six different specifications took a lot of man-hours and were strictly constructed according to the combination lines preset in the preliminary design.
© 组合方式推演 WHY WOULD gif
© 六种不同规格组合方式 周心然
05
人
Person
© 座位排布 WHY WOULD gif
川渝地区人民享受儒雅闲适的慢生活，闹市有茶楼，公园有茶座，喝茶聊天是生活中必不可少的悠闲，外物WHY WOULD捕捉当地的生活状态，将这种特有的闲适场景有意的置于空间外侧，拟待感染过往的意向消费者。
Person in Sichuan-Chongqing enjoy an elegant and leisurely slow-life.Drinking tea and chatting in the downtown and the park is an essential leisure life. WHY WOULD captures the local living conditions and places this unique leisure scene outside the space to infect intended consumers.
©周心然
©周心然
©WHY WOULD
©周心然
©WHY WOULD
外物WHY WOULD以内敛、当代、自然并融合传统的建筑语言，跳脱传统方式，为委托方打造并呈现耳目一新的椒見品牌及空间形象。
WHY WOULD breaks the traditional way and creates a new brand and space of [Jiao jian] for the client in an introverted, contemporary, natural and traditional architectural language.
项目信息——
项目名称：椒見 | 川味餐厅
项目地点：中国 武汉
项目面积：443㎡
项目委托方：椒見 | 川味餐厅
完成时间：08.2022 | 2022年08月
项目设计方：外物 WHY WOULD 设计事务所
主案设计：XUAN 湯 璇 / 王丹
深化设计：肖强
平面VI设计：Kerry 张嘉
分析图设计：董璐瑶 /肖强
摄影：周心然 / 外物 WHY WOULD 设计事务所
项目施工方：武汉糯米装饰设计工程有限公司
造景：大余 黄零零 | 半植花艺设计工作室
配合单位：朗生板业 | 富美家 | 光域照明 | 百色熊 | 臻木工坊
