游戏，是成年人在深谙世界法则后依旧保持清澈纯真的一片天地。
Game is another world for adults who want to keep pure and simple after being well acquainted with the principles of society.
上个世纪80年代，任天堂的设计师们用徒手填像素的方法，一格一格地创造了几代人的经典游戏《超级马里奥》。
In the 1980s, “Super Mario” of Nintendo, a classic game for generations, had been created pixel by pixel.
爸爸糖手工吐司像素Lab店，以全新理念搭建成人和孩童在情感上互通的体验乐园，OYTT设计团队从游戏中汲取创意灵感，结合《超级马里奥》经典怀旧风格，让二进制像素和吐司立方块结合，为消费者搭建爸爸糖吐司的游戏小镇，联结品牌和消费者互动的渠道，以此传递品牌调性。
With a brand new concept, Daddy Sweety Bakery Lab builds an experience paradise for the emotional connection between adults and children. Inspired by the game, OYTT DESIGN combines the classic nostalgic style of “Super Mario” to create a game town in the bakery by integrating binary pixels and toast cubes. The project conveys the brand identity by connecting the channels of interaction between brands and consumers.
以建立与消费者共情的独特场所为始点，以吸引、好奇、进店、探索、收获快乐等不同阶段游戏设计思路，把每一步都转换成空间打磨的基点，巧借游戏元素加深消费者对品牌的亲近的驱动力。
Starting from empathizing with consumers, the design idea is clued with the different stages of the game such as attraction, curiosity, entering the store, exploration, and having fun. Each step is converted into the basis of spatial sequence, and the game elements are used to provoke a sense of familiarity.
年代、记忆、玩具，顺着儿时的回忆脉络，总能触发心底最无忧无虑的快乐时光。
Ages、memories、and toys of childhood can always trigger the most carefree and happy time in mind.
所以一进入爸爸糖仿佛回到了童年时光，亲切熟悉、似曾相识，唤醒记忆中的快乐时光，而店内的创意设计也兼具打卡拍照的社交功能。
Once entering the Daddy Sweety Bakery Lab, it seems to be back to childhood, where the familiar ambient awakens the happy times in memory, and the creative interior design adds a social function of photo taking and sharing on online social media.
空间以立体方块搭建组合而成，造型可爱生动，并融入了多种卡通元素，以积木搭建叠加的排列组合，让空间实现从上到下、由里而外都弥漫着经典怀旧像素风，给人一种仿佛穿越到游戏世界的空间交错感，激发心底探索的渴望。
Composed of three-dimensional blocks with cute and vivid shapes, the space incorporates a variety of cartoon elements. Adopting a superimposed arrangement and combination method of building blocks, the entire space is filled with classic nostalgic pixels style, creating an interlaced sense of crossing into a game world, which stimulates the deep desire for discovery.
L型分布动线流畅，既满足消费者停留选择的空间，以参观“吐司小镇”的游戏视角充分展示吐司的制作流程，零售区、制作区、展示区和公共休闲区一应俱全，促使消费者进店、选购、付款、驻留、享用等行为自然发生。
The smooth L-shaped circulation route leaves space to stay and choose for customers, and it also fully displays the production process of toast from the game perspective of visiting the “Toast Town”. The retail, production, display, and public leisure areas are all available, prompting consumers to enter the store, purchase, pay, stay, and enjoy food. All behaviors naturally occur there.
在空间景观纵深上，设计团队采用隔断、镂空窗体、玻璃、以及丰富的背景墙呈现多元视觉延伸体验，墙体乃至天花板都进行诸多像素风细节处理，以层层叠加的方式营造更为立体的3D世界游戏环境，流畅的沉浸式氛围感在瞬间迸发。
In the depth of the space landscape, partitions, hollow windows, glass, and rich background walls are used to present a continuous multi-element visual experience. The walls and ceiling are processed with pixel-style details to create a more three-dimensional game environment by overlaying methods. The smooth immersive feeling bursts out in the 3D world in an instant.
区别大面积纯色背景，选择丰富的色彩肌理延伸视觉效果，加强空间质感。空间以橘、黄、蓝三色为基础色调，色彩鲜明，大胆新颖，皆可同时抓住成年人和孩童的目光。
The large area of solid color background adopts rich color textures to extend visual effects and enhance space quality. With a palette of orange, yellow and blue, the bright and bold colors catch the attention of both adults and children at the same time.
金属材质、充满卡通气息的各式座椅、盘踞在墙上的玩偶造型、游戏里熟悉的装置等，让扁平的二次元像素瞬间变得立体起来，不管消费者是否拥有马里奥游戏情节，在这里或多或少能找寻到内心的一些趣味。
Metal materials, all kinds of seats full of cartoon style, dolls on the wall, and familiar devices in the game make the flat two-dimensional pixels become three-dimensional instantly. Whether the consumers are Super Mario fans or not, they can find some inner fun here more or less.
通过像素元素的妙用，让爸爸糖尝试将游戏里的场景融入零售创意空间，追溯消费者记忆的同时引发新的互动体验，童年游戏的美好和当下体验形成双轨道效应，将童真的快乐尽情释放。
Through the magical use of pixel elements, the scenes in the game have been integrated into the creative retail space of Daddy Sweety, which traces the memories of consumers and provokes new interaction. The fun childhood games and the current experience form a dual-track effect, enjoying and releasing the innocent fun to the fullest.
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项目信息——
项目地址：无锡荟聚
设计单位：无锡欧阳跳建筑设计有限公司
设计执行：周丹凤
设计深化：OYTT空间设计部
项目面积：180m²
设计起止日期：2022年3月
完工时间：2022年6月
现场执行单位：南京辉旭煌
项目摄影：鲁哈哈
Project Information——
Project Name：Daddy Sweety Bakery Lab in Wuxi
Project Address：Huiju Shopping Center,Wuxi
Design Company：OYTT Design
Creative Director：Jiang Yue, Ouyang Tiao
Design Executor：Danfeng Zhou
Design deepening：OYTT Design
Project Area：180m²
Start Time：March 2022
Completion Time：June 2022
Main Materials：art paint, sintered stone, terrazzo, customized bricks
On-site Execution Unit：Nanjing Huixuhuang Decoration Co., Ltd.
Photographer：Haha Lu
