火锅，从当初的“网红”到如今的“长红”，一路上各种各样的连锁品牌不断诞生。而牛很鲜发展至今，已经进入深耕品类的阶段，敢于打破常规探索新的品牌道路，才能在内卷的市场中拥有立足之地。
Hot pot, from the original “net red” to now “long red”, along the way a variety of chain brands have been born. Niu very fresh has developed so far, has entered the stage of deep cultivation of categories, dare to break the convention to explore a new brand road, in order to have a foothold in the market.
空间即品牌
Space is brand
身处潮流风向多变的时代，不断的创新融合是品牌与时代并肩前行的保障，但如何在其过程中平衡品牌调性并延续传统文化，更是一种具有挑战性的考验。设计师将岭南文化与当代美学结合，转译成当下餐饮空间体验的新趋势。
In an era of changing trends and winds, constant innovation and integration is the guarantee for the brand to move forward side by side with The Times. However, how to balance the tonality of the brand and continue the traditional culture in the process is a challenging test. The designer combines Lingnan culture with contemporary aesthetics and translates it into a new trend of the current dining space experience.
空间是品牌价值呈现的重要载体，从色彩到质地选择，不光具有新颖的构思，更侧重于思考传统文化如何当代演绎，结合时下消费主流，营造好的体验与视觉感官。
Space is an important carrier of brand value presentation. From color to texture selection, it not only has novel ideas, but also focuses on how to interpret traditional culture in the contemporary era, combining with the current mainstream consumption to create a good experience and visual sense.
慢珊瑚设计与牛很鲜共同以诠释新体验为目标，将错乱时间轴为叙事链接，引入时空下的“超现在”设计语汇，以先锋视角和独特载体，构设传统与当代的意识对话，碰撞出无限张力。
Slow Coral Design and Niu VeryFresh share the goal of interpreting new experiences, use the chaotic timeline as a narrative link, introduce the “super-present” design vocabulary under time and space, and construct a dialogue between tradition and contemporary consciousness with avant-garde perspective and unique carrier. Collision creates infinite tension.
连锁餐饮的空间，是续集，而非复制品。鲜明的空间构造，融入文化理念，体现品牌在现代美学中的表达，从布局设计到家具细节皆链接着品牌精髓。
The chain restaurant space is a sequel, not a copy. Distinct space structure, into the cultural concept, reflects the expression of the brand in modern aesthetics, from the layout design to furniture details are linked to the essence of the brand.
传统之内，设计之外
Within tradition, outside design
牛很鲜，是一家传统的潮汕牛肉火锅。潮汕牛肉火锅的印记给这个品牌贴上了传统的标签。为了演绎出岭南传统风格文化与意涵，设计师广泛搜集岭南传统建筑元素，提取并柔和当代设计，为整个空间缔造出更多的视觉冲击力。
The beef is very fresh. It is a traditional Chaoshan beef hot pot. The imprint of Chaoshan Beef hot pot gives the brand a traditional label. In order to deduce the traditional Lingnan style culture and meaning, the designers extensively collected the traditional architectural elements of Lingnan, extracted and softened the contemporary design, and created more visual impact for the whole space.
因此，在构思之初，设计师结合品牌升级的初衷，“落地生根”，完整继承岭南文化特色与符号体系，将传统岭南建筑的设计精髓展现无遗，有意突出气氛的营造来提升空间品质，一种当代而极具传统气韵的空间由此而生。
Therefore, at the beginning of conception, the designer combined with the original intention of brand upgrading, “landing roots”, completely inheriting the characteristics and symbol system of Lingnan culture, showing the design essence of traditional Lingnan architecture, deliberately highlighting the creation of atmosphere to improve the quality of space, a contemporary and highly traditional space was born.
“日啖荔枝三百颗，不辞长做岭南人”，游走于苏轼笔下,岭南鲜活而极具魅力。在这片古老而又崭新的土地上，历史印记与文化思潮撞击着、交错着，回首瞻望，记忆与遗忘，距离与迁移，激情与沉寂。墙面上历史悠久的著名“断桥”——广济桥，诉说着那份岭南独有的精神。
“Three hundred lychees a day, do not refuse to do Lingnan people”, walk in the pen of Su Shi, Lingnan fresh and charming. On this ancient and new land, historical marks and cultural trends of thought collide and intermingle, looking back, remembering and forgetting, distance and migration, passion and silence. The famous “broken bridge” on the wall with a long history — Guangji Bridge, tells the unique spirit of Lingnan.
经当代演绎，将岭南“花窗”元素贯穿其中。意趣斑斓的传统文化与现代都市的碰撞，岭南风情隐于其间，是对传统美食的一次全新释义。
Through contemporary interpretation, the Lingnan “flower window” element runs through it. The collision of colorful traditional culture and modern city, Lingnan style hidden in the meantime, is a new interpretation of traditional food.
镬耳形态，穿插于空间各处，从家具设计、到灯具形状，皆是设计师结合传统造型元素提炼而成。从精妙细节到整体布局，皆体现着独特的“无镬耳，不岭南”。
Wok ear shapes are interspersed throughout the space, from furniture design to light fixture shapes, all of which are refined by combining traditional styling elements. From the subtle details to the overall layout, all reflect the unique “non wok ear, non Lingnan”.
空间中反复强调岭南传统建筑特点，运用原生态地域特色的门窗格扇、镬耳等，将这些传统元素多重解构。随处可见岭南元素，无不传递出其品牌特有的文化底蕴，徜徉其间，不禁思绪漂浮，早已起身去追寻那份厚重与古老。
Traditional Lingnan architectural features are repeatedly emphasized in the space, and the traditional elements are deconstructed by using the original ecological regional features such as window grates and waken ears. Lingnan elements can be seen everywhere, which all convey the unique cultural heritage of the brand. Wandering among them, I can not help but float my thoughts. I have already got up to pursue the thick and ancient.
故宫红与自带未来感的金属材质、渐变玻璃相碰撞，空间便多了一层精神层面的渲染与引领，既有传统的柔和，又有超现代的质感，形成独特的空间语言。极具视觉张力的吊顶结构加强了空间的延伸感，渐变色的玻璃则将界限弱化，冷暖色的交融使空间得到平衡。
The Palace red collides with the metal material and gradual glass with a sense of the future, and the space is rendered and guided by a spiritual level, with both traditional softness and ultra-modern texture, forming a unique space language. The visual tension of the ceiling structure strengthens the sense of extension of the space, the gradually changing glass weakens the boundary, and the blend of warm and cold colors makes the space balance.
红色是具有感染力的，它带有明显的情绪性倾向，充满欲望与热情，以情感激发食客的感官体验。从牛肉的鲜红，到代表传统文化的故宫红，带给设计师色彩选择上的深入思考。
Red is contagious, with an obvious emotional tendency, full of desire and enthusiasm, to stimulate the sensory experience of diners with emotion. From the bright red of beef to the red of the Imperial Palace, which represents the traditional culture, it brings designers deep thinking on color selection.
相较于传统连锁火锅餐饮的市井烟火，此次设计更像是一次“随风潜入夜”的文化渗透。在传承经典的饮食文化过程中，契合时代锚点，创造出符合品牌形象且实现品牌升级的专属空间，在当代潮流之中以解构手法与文化语境进行别样诠释。
Compared with the traditional chain hot pot catering fireworks, the design is more like a “wind into the night” cultural penetration. In the process of inheriting the classic food culture, it fits the anchor point of The Times, creates an exclusive space in line with the brand image and achieves brand upgrading, and interprets it in a different way with deconstruction and cultural context in the contemporary trend.
项目信息——
项目地点：浙江杭州
项目类型：商业连锁餐饮
建筑面积：217㎡
设计全案：慢珊瑚设计
完工时间：2023.04
项目摄影：麻壹高
Project Information——
Project name:The beef is very fresh. Chaoshan Beef Hot Pot Chain Store (Hangzhou Vientiane Store)
Project location: Hangzhou, Zhejiang
Project type: Commercial chain catering
Project area: 217㎡
Design case: Slow Coral Design
Completion time: 2023.04
Project photography：Ma Yigao
