或者设计|泉州麦都膨胀工厂

随着市场的变化，烘焙行业需要巨大的变革，原有固化的模式在被打破，如何抓住消费者塑造属于这个时代的品牌形象成了烘焙品牌迫切需要解决的问题。

With the changes of the market, the bakery industry needs a big change, for the original solidified business model is being broken. Baking brands are now facing an urgent problem about how to attract consumers and shape the brand image of this era.

▲轴测图，axonometric drawing

▲室内空间概览，overview of the interior space

麦都面包，一个屹立30年载的烘焙品牌，依然面临着市场变革的危机。长久以来，烘焙行业不论视觉风格还是购物体验都向大众传递“传统”的既定印象。购买面包的过程始终只框定在“购买—吃”的阶段。大众急需一个新的消费体验，在这个购物场景中应该不仅有“吃”，还要“好玩儿且有趣”。随着品牌负责人对商业模型的革新，“麦都膨胀工厂”这个品牌应运而生。一个具有沉浸式体验的面包工厂是这次设计的主题。区别于传统面包店着重表现面包温度与质感的方式，我们认为一个可以“快乐购物”的体验更能打动消费者。让进入空间的顾客有可以愉悦的选购任意一款产品。店铺每一款产品都是当日现烤，这种新鲜制作的状态与工厂的的生产方式从本质上是吻合的。我们希望传递：膨胀工厂不是一个只有购买面包的单一行为的场所。这里可以承载这个时代消费者更多的需求与可能性。顾客能在这里选购、拍照、享受美食、分享社交。膨胀工厂从商业模式、空间设计、品牌视觉设计都给予了整个烘焙行业新的可能性。开业之际被无数消费者喜爱。

As a bakery brand standing for 30 years, MALTOAST is also facing the crisis of market transformation. For a long time, the bakery industry has conveyed the established impression of “tradition”, both in visual style and shopping experience, with the process of buying bread framed in the steps of “buying and eating”. The masses are now in desperate need of a new consumer experience in which the shopping scene contains not only “eating” but also “fun and amusement”. To this end, the brand owner approached new ways for business model, and the brand of “PaoPao Factory” was born at the right moment. The theme of the design is a bread factory with an immersive experience. Unlike traditional bakeries, which focus on temperature and texture of bread, we believe that a “happy shopping” experience is more appealing to consumers. It lets consumers entering the space choose any product with pleasure, and every product in the store is freshly baked, which is in essence consistent with the production mode of the factory. We want to convey a signal that PaoPao Factory is not a place for a single act of buying bread. Rather, it can bear more demands and possibilities of consumers in this era, where customers can shop around, take photos, enjoy food and socialize. From the business model, space design, and brand visual design, PaoPao Factory provides the whole bakery industry a new possibility. It was loved by countless consumers since it opened.

▲入口景观，landscape at the entrance

▲ 产品展示货架 Product display shelf

▲ 动态展示装置 Dynamic display device

▲入口收银区，cashier area at the entrance

▲收银台细部，details of the cashier

▲收银台柜分析图 analysis chart

门店门头有整面的展示空间。我们受工厂会放置大且显眼的厂名启发，也将品牌Logo字体放大，增加工厂的主题性和氛围感。巨大的展示屏每天滚动播放产品视频，是强有力的品牌宣传。

The storefront signboard provides a large display space. Inspired by factory practice of placing a large and conspicuous name, we enlarge the font of brand Logo, and highlight the factory theme and atmosphere. The huge display screen plays product videos every day, becoming a powerful brand promotion.

▲吧台，Bar

▲ 产品展示区分析图 analysis chart

▲墙体展示区，display area by the wall

▲自助区 Self-service area

▲售卖区，sales area

进入空间内部，我们用加粗的黑体无称线文字填满整个室内上层空间，在整体不锈钢材质的加持下，让顾客置身于巨大的工厂“生产标语”中。不锈钢、马卡龙绿金属烤漆板、电子屏构成纯粹而有趣的材质变化。店内产品陈列柜共设置为三种不同的形式，组成丰富的卖场动线。中心流水线式的展陈道具是整个空间的点睛之笔，圆筒容器被LED屏环绕。

Inside the space, we fill the entire upper level of the interior with bold boldface sans-serif text. Supported by overall stainless-steel material, customers are placed in the huge “production slogan” of the factory. Stainless steel, matcha green metal lacquering board, and electronic screen constitute a pure and interesting material variation. The product display cases in the store are set up in three different forms, forming a rich store dynamic line. In the center stands the focal point of the whole space, which is an assembly-line display prop, with cylinder container surrounded by LED screens.

▲产品展示区，product display area

▲售卖区细部，details of the sales area

空间右侧区域，我们在空间中划分了一个拍照打卡和休憩的区域。不锈钢材质搭配品牌绿色、并排放置的奶绿座椅、增强设计感的黑色广告贴字，我们精心安排这些要素，希望客户能拍出一张张获赞无数的打卡照。

On the right side of the space, we set an area for taking photos and resting. With stainless steel with brand green, side by side cream-green seats, and distinct black advertising stickers, we carefully arrange elements to let customers take photos that would get a lot of likes.

▲打卡区，Photo zone

我们希望我们的设计不仅仅是停留在“空间的设计”这一单一层面，还能运用设计拉近品牌与消费者的距离，帮助品牌重塑内外价值，这是我们做商业空间设计最大的追求与成就，也是设计最迷人之处。

We hope that our design will not only stay at the single level of “spatial design”, but also can narrow the distance between the brand and consumers, and help reshape the internal and external value of the brand. For us engaged in commercial space design, this is our biggest pursuit and achievement, and it is also the most attractive part of design.

▲装置细节 Details of dynamic display device