【概述】
Overview
本案的设计旨在为NOWWA咖啡品牌提供一个在不同店态下具有识别性的空间系统。MOC以基础的cube形态，演变出具有识别度的空间模块，为顾客带来富有趣味性和多功能性的体验。在与不同环境融合的同时，强化与街区的联系，为顾客创造一个提供愉悦“停顿”的场所。
The design of this project aims to create a distinctive spatial identity for NOWWA across different settings. Drawing inspiration from the fundamental cube form, MOC evolves into recognizable spatial modules, offering customers an experience that is both playful and multifunctional. While seamlessly integrating with diverse environments, the design also emphasizes strengthening connections with the local community, intending to provide customers with a delightful “pause” in their daily lives.
【店态兼容性规划】
Store-State Compatibility Planning
空间形象系统的规划，MOC思考的重点是空间模块的设置能够兼顾不同的店态。nowwa的店态不仅覆盖了商场，也包含社区店和办公大堂等多种类型。
In planning the spatial identity, MOC’s primary consideration is configuring spatial modules to accommodate different store states. NOWWA’s store states not only encompass malls but also include community stores and office lobbies, among other diverse types.
▲室内概览，Overview
不同的店态面对着不同需求的人群，因此在符合品牌性和空间识别性的基础上，我们还需要针对人群的需求细化匹配不同店态的细节。
Different store states cater to varied demographics, so, in addition to adhering to brand identity and spatial recognition, we also need to refine details to match the specific needs of different customer groups.
【空间元素的多样化运用】
Diverse Application of Spatial Elements
MOC选择了一个基础的cube形态作为空间基础元素，通过不同的组合形式演变为进门造型、吧台吊楣、墙面陈列架、活动家具等……充分的满足了不同应用场景的需求。
MOC has opted for a foundational cube form as the spatial base element, evolving through different combinations into entrance structures, bar counter canopies, wall display racks, and movable furniture, among others. This comprehensive approach satisfies the requirements of various application scenarios.
▲橙色的cube构成的入口屋檐一直延伸至室内
The entrance overhang, composed of orange cubes, extends continuously into the interior.
▲橙色的cube在空间场景中的应用
The application of orange cubes in the spatial scene.
▲空间细节，Spatial Details
【强化与社区的联系】
Community Store Strengthening Connections
针对社区店，MOC希望创造一个与街区更强的联系，为顾客提供一个日常生活中愉悦的“停顿”场所。因此我们通过可开启的折叠窗连同室内外，强调内与外的连接与对话。
Furthermore, for community stores, MOC aims to establish a stronger connection with the neighborhood, providing customers with a pleasant “pause” in their daily lives. Therefore, we emphasize the connection and dialogue between the interior and exterior by incorporating openable folding windows that link the indoor and outdoor spaces.
▲可开启的折叠窗强调了与社区的联系
The operable folding windows emphasize the connection with the community.
▲用cube堆叠而成的座位组成了户外休闲场景
Seats stacked with cubes form an outdoor leisure setting.
【空间场景考量】
Spatial Scene Considerations
同时，MOC引入温暖的色调和木质元素，强调温馨感。在地面处理方面，设计师将户外道路和绿道的感受融入室内。座位区域采用小块瓷砖，呼应绿道植草砖的印象，与室外环境形成一种联系。而通道区域则采用单色瓷砖铺贴，打造具有区域感丰富的场景。
At the same time, MOC introduces warm tones and wooden elements to emphasize a cozy ambiance. Regarding floor treatment, the designer incorporates the sensations of outdoor roads and greenways into the indoor space. The seating area features small tiles that echo the impression of greenway grass bricks, establishing a connection with the outdoor environment. Meanwhile, the passage areas are tiled with single-color tiles, creating a scene with a rich sense of distinct regions.
▲温馨的空间和丰富的地面关系
A cozy space and a rich floor relationship.
【吧台区域设计：办公大堂店态的延伸】
Bar Area Design: Extension of Office Lobby Store State
橙色的cube纵向叠起，成为吧台区域重要的识别元素。延长的吧台高凳区，则以cube框架的形式与吊楣的体块形成呼应。橙色和白色的组合明亮活泼，简约的线条不失严谨，这一组合后续将作为办公大堂店的模板使用。
The vertically stacked orange cubes become a crucial identifying element for the bar counter area. The extended bar-height seating, fashioned in a cube framework, complements the bulkiness of the suspended structure. The combination of orange and white is vibrant and lively, with simple lines maintaining a sense of precision. This combination will serve as a template for future designs, particularly for office lobby stores.
▲橙色的cube形成了吧台重要的识别元素
The orange cubes serve as a crucial identifying element for the bar counter.
【施工效率与环保】
Efficiency in Construction and Environmental Awareness
值得一提的是，MOC选用了快装的阡陌卷材以适应快速的施工需求，并选用了环保的木丝板材和肌理涂料，既能降低声噪同时减少对生态环境的影响。
It is worth mentioning that MOC has chosen quick-install rolls to meet the demands of rapid construction. Additionally, eco-friendly wood fiber boards and textured coatings are selected to not only reduce noise but also minimize the impact on the ecological environment.
▲平面，Plan
项目信息——
项目名称：挪瓦咖啡店铺形象系统
设计周期：2023年1月-2023年4月
完成时间：2023年6月
主持设计：梁宁森，吴岫微
设计管理：杨振钰
设计团队：梁秋红，吴心鸿
业主：NOWWA
网站：www.moc-office.com
联系：info@moc-office.com
主材：瓷砖，阡陌板，肌理涂料，木丝吸音板，烤漆金属板，超白玻，木饰面板
摄影：张红旗
Project Information——
Project Name: NOWWA Coffee Store Identity
Design Phase: January 2023 – April 2023
Completion Time: June 2023
Leading Designers: Liang Ningsen, Wu Xiuwei
Project Manager: Yang Zhenyu
Design Team: Liang Qiuhong, Wu Xinhong
Client: NOWWA Coffee
Website：www.moc-office.com
Contact：info@moc-office.com
Materials: Tiles, pavement boards, texture coatings, wood wool acoustic panels, baked enamel metal sheets, ultra-clear glass, wood veneer panels
Photography: Zhang Hongqi
