汽制青年CHILL SODA
“献给这个大人从前当过的小孩”
Dedicated to the grown-up who was once a child.
▲空间概览，overview
1：汽制青年CHILL SODA
16平米，加油站主题汽水店，一个品牌方与设计方共同孵化的旗舰店，一个在青年本位文化时代，让青年消费者更爱参与互动的店，一个品牌主理人是设计师身份之一的店。
16 square meters, a gasoline-themed soda shop, a flagship store co-incubated by a brand and a design firm, a store that caters to young consumers in the era of youth-oriented culture, and a store where the brand owner is also a designer.
▲公共区域，Public areas
2：偶得Accidentally obtained
设计师在知网偶然看到在《青年探索》1997年02期第6页葛洪兵学者 对新时代青年的探讨：“中国是一个老年文化（秩序文化）向青年本位文化（自由文化）转型的时代”，“青年本位文化带来一种人伦理上的解放，青年本位文化应该体现一种人的超越性”，作者认为我们（青年），拥有更多可能性：“我们看重一种生活方式，将存在本身视为目的”，“重视个体的自我价值完成，自我独立和自由”，“用更为开放的无拘无束的心态来对待新事物”…..
The designer came across an article by scholar Ge Hongbing in the February 1997 issue of “Youth Exploration” on the 6th page of CNKI, which discussed the exploration of the new era youth: “China is transitioning from an elderly culture (order-oriented culture) to a youth-oriented culture (freedom-oriented culture)”, “Youth-oriented culture brings about a liberation in ethics, and should embody a transcendence of individuals”, the author believes that we (youth) have more possibilities: “We value a way of life that sees existence itself as the purpose”, “We place importance on the completion of individual self-worth, self-independence, and freedom”, “We approach new things with a more open, unrestricted mindset”…
▲门头，Door header
我们联想到了永远年轻的《小王子》里的那句话“献给这个大人从前当过的小孩”这次我们想让饮品店打开一些边界来回应被标准观念统治的世界，也用来吸引那些志同道合的合作伙伴和消费者。为了避免甲乙双方天然的消耗，为了有更多的协同。这次做为空间设计方我们和品牌主理人“拐子”鹏哥共同参与品牌的孵化 。
This reminds us of the line from “The Little Prince” that goes, “To the grown-ups, who were once children.” This time, we want the beverage shop to open some boundaries in response to a world dominated by standard concepts, and to attract like-minded partners and consumers. In order to avoid the natural consumption between the two parties, and to have more synergy, as the space design firm, we and the brand owner “Guai Zi” Peng Ge participated together in the incubation of the brand.
▲店铺与街道，Shops and streets
3：推演Deduction
选址在传统的商场店一楼，面积16平，减去后厨11平 展面还有5个平方，加上商场允许的可移动家具的外摆。构成了这个空间的全部。在这样的微小空间里如何让消费者记忆深刻，并且愿意分享给朋友来体验，成了我们构思这个空间气质的重点。在这样的微小空间打造汽制青年这个品牌的旗舰店，为品牌后续的空间基因定下基调，成了我们构思这个空间的另一个重点。
The location is on the first floor of a traditional shopping mall, with an area of 16 square meters, deducting 11 square meters for the kitchen, leaving 5 square meters for the display. Added with movable furniture permitted by the mall, it constitutes the entirety of this space. In such a small space, how to leave a memorable impression on consumers and make them willing to share it with friends became the focus of our conception of the space. Creating a flagship store for the brand “Young Soda” in such a small space, and setting the tone for the brand’s subsequent spatial genes, became another focus of our conception of the space.
▲外摆区，outdoor business area
思考分析：汽水联想可乐，可乐联想到复古年代，我们想要更多复古元素的空间在大量观念，教育消费者说糖水不健康的今天，汽水会成为少数人的社交货币，想象在炎热的夏天一群青年人聚在街头手里拿着汽水，肆意挥洒汗水的场面，我们想要这是一个街头感自由可互动的空间同时又是一个青年本位文化喜欢的空间。应该还要有一些突破与先锋性。
Thought and Analysis: Soda is associated with cola, and cola is associated with the retro era. We want to incorporate more retro elements into the space. In a time when consumers are educated about the unhealthiness of sugary drinks, soda will become a social currency for a minority. Imagine a scene where a group of young people gather on the street in the hot summer, holding sodas in their hands and freely sweating. We want this to be a street-style, interactive space that also appeals to the youth-oriented culture, and it should also have some breakthrough and pioneering elements.
▲外立面细节，Facade Details
推演过程:复古主题——90年代美国66公路上小巧的加油站；加油站——人像车一样来这里补充能量。综上所述就有了复古加油站互动主题店。
Derivation: Retro theme – a small gasoline station on Route 66 in the 1990s America; Gasoline station – a place where people, like vehicles, come to recharge. Therefore, we have a retro gasoline station interactive theme shop.
▲夜景，Night View
4：想象Imagine
设计不是凭空想象，设计是在有依据的情况下竭尽想象。要满足运营投资与调性，逻辑清晰还要严谨。就有了这些元素：“老虎机”让有选择困难证的消费者替他们去摇一个口味。“自动贩卖机”就像公路上的司机，给车加油的同时，补给点食品的感觉。也满足消费者不同场景，随取随走的需求。“自助台”让消费者成为一份子，也扮演回收瓶子与瓶盖的更环保功能。“三面翻的广告路牌” 脚手架搭建的公路感来迎合运营上的需求内容输出。“红黄绿的复古配色”在传统商场让消费者更容易识别。“加油枪主题的道具”“手写的品牌信息板”“地面画的交通标识线”“弧形门头配合内嵌的发光膜，夜晚创造出的路边感”“霓虹字”“从商场其他角度看到的像复古盾牌一样的屋顶”……
Design is not just about imagination; it is about pushing the boundaries of imagination based on solid foundations. To meet the requirements of operational investment and brand identity, the design needs to be logical, clear, and precise. This concept incorporates the following elements: “Slot machines” to cater to consumers with decision-making difficulties, allowing them to “gamble” like drivers on Route 66 at an “automated vending machine” that refuels their cars while providing food to meet the diverse needs of consumers on-the-go. The “self-service counter” allows consumers to feel involved and also promotes environmental sustainability by encouraging bottle and cap recycling. The “three-sided rotating advertising signs” create a roadside feel with scaffold-like structures, catering to operational needs. During the recently concluded World Cup, we projected the matches on these signs, creating a sense of ceremony. The retro color scheme of red, yellow, and green makes it easier for consumers to identify. The “gasoline gun-themed props,” “handwritten brand information boards,” “traffic sign lines painted on the floor,” “arched entrance with embedded light-emitting film, creating a roadside feel at night,” and “neon signs” are augmented by the vintage shield-like roof visible from various angles in the mall”…
▲品牌理念，Brand concept
▲品牌设计，Brand design
5：实干Do solid work
项目落地是一个繁复的过程，我们有一些数据可以分享给大家：设计周期从概念立项到完结花了30天；项目设计参与了品牌视觉/空间设计/装置设计/机械编程/ 4个专业系统；空间工程造价在25万左右。
The implementation of the project is a complex process, and we have some data to share: the design process took 30 days, from concept approval to completion; the project involved four professional disciplines including brand visual design, spatial design, installation design, and mechanical programming; the construction cost of the space was approximately 250,000 RMB.
▲装置道具Installation props
6：聊聊Chat
每一个乙方都有一个做甲方的梦想；每一个乙方都该去做一回甲方，才能更好的了解商业，帮助项目；汽制青年让我们走出了这一步。市场成功过的品牌会教育后入市场的消费者和创业者，让大家模仿他们。导致现在商业空间出现了大量同质化的产品和观念。汽制青年一开始就做好了，做为试错者的身份，来给世界多一种哪怕失败的可能，“献给这个大人从前当过的小孩”我们把这个礼物送给还想玩耍的不怕摔跤的自己。
Each party has dreams of being on the other side; each party should experience being on the other side to better assist the project. Young Soda has enabled us to take this step. Successful brands in the market educate consumers and entrepreneurs who enter later, as their different approaches may seem wrong but actually lead to a saturation of homogeneous products and concepts. Young Soda was built from the beginning as an experimenter, providing the world with one more possibility, even if it meant the possibility of failure. “To the grown-ups, who were once children,” we offer this gift to our playful selves who are not afraid of falling.
▲演变图Evolution diagram
“献给这个大人从前当过的小孩”
Dedicated to the grown-up who was once a child.
▲平面图Plan
项目信息——
项目名称：汽制青年
项目类型：商业空间/零售空间/饮品
设计方：向生设计事务所
联系邮箱：xiangsheng_0514@163.com
项目设计：向生设计事务所
完成年份：2023.02
空间设计：邹浩、黄世义
品牌设计：程诗琳、郭燕
装置设计：郝剑、徐鹏
参与设计：徐鹏、张静、郑吕寅、赵龙、陈醉
项目地址：武汉江汉区
建筑面积：16㎡
摄影版权：穆彪（照片）、周梓怡、冉丽菁（视频）
客户：打小样餐饮管理（武汉）有限公司
材料：铝板、不锈钢、艺术涂料、瓷砖
