新鲜有趣
Fresh & Interesting
提到中式快餐，自然会想到拥有1000多家门店的中式快餐代表品牌“老乡鸡”，专注食材的源头，为中式快餐开创了“从土地到餐桌”的全产业链标准。20年专注熬好一碗鸡汤广受市场好评。作为中式快餐头部品牌，跟随市场的变化也在积极更新与迭代，在商业上取得巨大成功的同时提出一个全新的问题，下一代快餐究竟会成为什么模样？
Original Chicken is a representative Chinese fast food brand, with more than 1,000 restaurants nationwide. With dedication to ingredient sources, it has pioneered a whole-chain standard of “farm to table” in Chinese fast food sector. Committed to cooking delicious chicken soup, it has gained wide popularity in the market for two decades. As a top Chinese fast food brand, it keeps evolving and upgrading in response to market changes. While achieving great commercial success, the brand is now exploring the future of fast food with forward-looking insights.
▼门店外观，Exterior view © WM STUDIO
▼空间细部材质&结构，Material & structure details © WM STUDIO
1. 年轻化
Young
随着消费者群体的年轻化趋势，消费者对品牌体验有着更高的期望和要求，老乡鸡品牌委托BloomDesign绽放设计打造的北京新荟城老乡鸡农场旗舰店，作为老乡鸡品牌一次全新的探索与尝试，希望通过此次升级，从营业内容到体验环境多个维度，打造一个符合年轻都市白领休闲消费的全新用餐体验模式。
Today, consumer groups tend to be younger, and have higher expectations and requirements for brand experience. In view of this trend, Original Chicken entrusted BloomDesign to conceive a new restaurant in shopping mall Pano City, Beijing. As a new exploration and attempt, this upgraded restaurant is intended to create a new casual dining mode from the perspectives of operation and experience, to fulfill young customers’ especially white-collar workers’ various demands.
▼户外座位区，Outdoor seating area © WM STUDIO
▼室内概览，Interior view © WM STUDIO
2.突破
Breakthrough
老乡鸡首次提出全时段餐饮概念，希望可以突破一直以来大众对快餐固有印象，让体验可以“慢”下来，除了早中晚快餐餐品外，还增加下午茶，晚市还有烧鸟+精酿，让整个体验从单一的餐饮空间到具有休闲属性的公共空间转变。这种转变不仅是营业内容的改变，更体现在空间设计上的变化。
Original Chicken adopts a new mode of 24-hour operation, with the goal to break the stereotype of fast food restaurant and bring a more leisurely, “slow” dining experience. In addition to breakfast, lunch and dinner, it adds afternoon tea, and also serves roast chicken and craft beer at night, which turns its single dining space into a public leisure space. The shift of its operation requires the transformation of its restaurant space.
▼具有休闲属性的公共空间，A leisure space for everyone © WM STUDIO
▼室内局部，Interior details © WM STUDIO
3. 格调
Style
空间的整体设计以轻松，休闲，和具有时代感的年轻化感受为主方向，自然朴素的原木质材质与冷峻简约的不锈钢质感之间形成微妙的冲突感，穿插动态的电子屏和“国潮”感十足的趣味插画，让空间体验充满格调的同时又不失趣味性，满足都市白领对空间体验的多维需求与想象。
This restaurant mainly adopts relaxing, leisurely and young design languages. Natural and plain wooden materials coupled with cool-colored and simplistic stainless steel produce a subtly contrasting visual effect. Dynamic electronic screens and interesting Chinese-style illustrations fill the space with a distinctive touch as well as fun, responding to white-collar workers’ multiple needs and expectations.
▼VI视觉设计，VI design © 有料设计
▼货架区，Shelf area © WM STUDIO
4. 新鲜
Fresh
我们以“农场”为主题，让消费者可以感受到自然，生态，健康的理念，入口处设置了装有蔬菜种子的盲盒，顾客可以扫码认养、免费领取。增加跟消费者的互动。还设计了一个“生态菜园”的艺术装置，里面种植有不同种类的新鲜蔬菜，在灯光的照射下，自然生长，为顾客带来新鲜和有机的体验感。
▼产品设计，Product design © 有料设计
To enable consumers to perceive the brand’s natural, organic and healthy ideas, BloomDesign adopted “farm” as the design theme and placed many blind boxes containing vegetable seeds at the entrance. Customers can take them for free by scanning codes, thus increasing their interaction with the restaurant. Moreover, the design team created an art installation which cultivates a variety of fresh vegetables. Vegetables naturally grow under the lighting, bringing a fresh and organic experience.
▼蔬菜种子货架，Shelves for vegetable seeds © WM STUDIO
▼“生态菜园”装置，Vegetable Garden Installation © WM STUDIO
5. 舒适&趣味
Comfortable & Fun
为了让日常化的就餐充满舒适感和趣味性，满足都市白领的用餐和社交需求，空间里设置了多种就餐位置。一个人吧台座，二人卡座，四人乃至可以供多人的聚集式座位，以及空间中轻松围坐的水吧台，都能让吃饭这件事变得无比放松，充满更多种选择。
To offer comfortable and intriguing daily dining experience and satisfy white-collar workers’ dining and socializing needs, diversified seating options are offered, such as booths for two, seating around large table for four or more, as well as counter seating for single diners, which creates pleasant and relaxing dining experiences.
▼用餐区，Dining area © WM STUDIO
6. 启发
Inspiration
老乡鸡“快餐+下午茶+烧鸟与精酿”的全时段餐饮供应带来更多都市化的生活方式，空间作为体验的一个重要维度，老乡鸡北京旗舰店可以说是一次全新的探索与尝试，让一个传统中式快餐摇身一变，成为迎合都市人群生活方式的新宠。与时俱进，充满生机。也给快餐行业的升级与迭代带来更多新的启发。让我们期待老乡鸡这个国民品牌在未来成为一个比肩世界的中餐品牌。
▼概念，Concept © 有料设计
Original Chicken serves fast food, afternoon tea, roast chicken and craft beer throughout different time periods of the day, which enriches urban people’ life. This project, which emphasizes spatial experience, is a new exploration and attempt. It subverts traditional Chinese food experience to cater to young urbanites’ lifestyle. The design keeps pace with times and is full of vitality, which will bring new inspiration to the upgrade of Chinese fast food sector. Original Chicken is now on its way to become a world-famous Chinese food brand. Let’s stay tuned!
▼一家可以种菜的餐厅，A “Farm to Table” Restaurant © WM STUDIO
▼平面图，Floor plan © 绽放设计
项目名称｜老乡鸡北京旗舰店
Project name: Original Chicken, Beijing
项目业主｜安徽老乡鸡餐饮有限公司
Client: Original Chicken Fast Food Company
项目面积｜490㎡
Area: 490m²
完工时间｜2021.11
Completion time: November 2021
项目地点｜中国 北京
Location: Beijing, China
设计单位｜BloomDesign绽放设计
创意总监｜李宝龙
Creative director: Li Baolong
主案设计｜南鸿天
Chief designer: Nan Hongtian
设计策划｜陈小虎
Design planning: Chen Xiaohu
设计团队｜王凯、龙海波、莫智茵、张颖
Design team: Wang Kai, Long Haibo, Mo Zhiyin, Zhang Ying
VI 设计｜有料设计
VI design: Liao Design
项目摄影｜WM STUDIO
Photography: WM STUDIO
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