箭头的指引永远是最直白的，如果不够，那就再加一个。
The arrow’s guidance is always the most straightforward. If it is not enough, add another one.
作为新晋街头小众咖啡品牌SEVENCUPS希望通过品牌调性与受众群体之间的共性，将咖啡、品味、年轻、潮流、打卡等元素重新糅合，推陈出新，依靠小而精的空间搭配来展示品牌所追求的理念——以设计的质感传递咖啡内核，用心做好喝的咖啡。
As a new street niche coffee brand, SEVENCUPS hopes to remix coffee, taste, youth, fashion, Instagram-worthy and other elements through the commonness between the brand tone and customers, and bring forth the new through the old. Relies on this small and refined space to display the concept pursued by the brand – to convey the core of coffee with the quality of design, and to make a good coffee drink with heart.
▼由道路一侧看向门店，a view from the street to the exterior ©马利仁
门面是任何线下商业空间的重头戏，如何在众多品牌中脱颖而出，闪亮登场，以新颖的风格在第一眼时就牢牢抓住大众眼球，是SEVENCUPS的首要任务。设计团队通过箭头符号这种常识标志给品牌建立形象，以最简单的符号成为品牌植入消费者的形象记忆。
▼空间生成，spatial configuration ©欧阳跳建筑设计
Facade is the highlight of all offline commercial spaces. How to stand out from many brands, make a brilliant debut, and firmly catch the public’s attention at the first sight with novel style is the primary task of SEVENCUPS. The design team builds the image of the brand through the common sign of arrows in order to impress people by the simplest symbol.
▼门面概览，overview of the facade ©马利仁
在视觉上，我们希望仅以简单的箭头成为视觉语言，引导顾客完成空间探索。在氛围上，用暖色系为主要光源，中和了材料上的工业冷性调，形成冷暖色调差异，以此来加深视觉上的对比，更突出品牌的LOGO和招牌。
In terms of visuals, we hope to guide customers to complete the space exploration by using simple arrows as visual language. In terms of atmosphere, warm tone lighting is used as the main light source to neutralize the industrial cold tone of materials, forming the difference between cold and warm tones, so as to deepen the visual contrast and highlight the brand’s LOGO and signboard.
▼招牌概览，overview of the signage ©马利仁
SEVENCUPS的场地面积不大，在室内结构的合理布局的基础上，以最大化利用空间为前提，制定紧凑却符合人体动线的布局，满足各个区域功能使用后，遵循“门面即空间”的设计理念，摒弃传统的开放式饮品店的设计思路，主张以“藏拙”和“推新”，从而转移顾客的注意力，营造神秘、多层次的立体空间结构，将其劣势转化为优势，在原有建筑空间内嵌套了一个新的空间形体，与外部环境自然衔接，增加空间层次。
SEVENCUPS has a small site area. On the basis of the reasonable layout of the indoor structure and the premise of maximizing the use of space, it formulates a compact layout which conform to people’s movement. After meeting the functional use of each area, it follows the design concept of “facade is space”, abandons the design idea of traditional open beverage stores, and advocates “concealing” and “regenerating” to divert customers’ attention and create mystery, multi-level three-dimensional space structure, turns disadvantage of the small size into advantage. A new space is embedded in the original building space, which naturally connects with the external environment and adds space levels.
▼点餐区，order space ©马利仁
▼取餐区，space ©马利仁
不锈钢表皮的遮掩下，仅有的彩色窗口，让顾客在第一时间无法知晓其内部空间的真实结构，引发更多探索欲望，将整个空间的互动锁定在这个窗口，定制化的点单区满足了1V1的服务体验。
Under the cover of stainless steel, the only colored window makes customers unable to know the real structure of the internal space on the first sight, which arouse their exploration desire. The interaction of the whole space is locked in this window, and the customized ordering area meets the 1V1 service experience.
▼点餐区及取餐区招牌近景，close shot of the signage of the order and pick up space ©马利仁
不锈钢透露着简约利落，而彩色的嵌入则提升了整体色彩的丰富度。内嵌式的点单场景使得点单操作更具有仪式感和私密感。透过两侧小尺寸玻璃视口，顾客能隐约看到操作区域，引导顾客能把更多关注放在品牌与享受产品本身上。随视角变化色彩的箭头符号始终贯穿全局，并以发光的形式将点单区、出杯区和自助区依次串联，让点单、取杯、自助服务等一系列动作过度衔接自然，不仅提升店面运转效率，也规避了因为功能区分不清晰而带来的混乱和拥堵，保证顾客体验的流畅性，自助开放服务更传递了街头外带咖啡的松弛感。
Stainless steel shows simplicity and neatness, while the other colors enhance the richness of the overall color. The embedded ordering scene makes the ordering process more ritual and private. Through the small glass view-points on both sides, customers can vaguely see the operation area, and guide them to pay more attention to the brand and enjoy the product itself. The shining arrow symbols that change with the visual angle run through the whole space, connect the ordering area, picking-up area and self-service area, so that a series of actions such as ordering, cup taking, self-service, etc. are connected naturally, which not only improves the operating efficiency of the store, but also avoids the confusion and trouble caused by unclear functional differentiation, ensuring the smoothness of customers’ experience. Self-service delivers the relaxation of pick-up coffee on the street.
▼箭头符号近景，close shot of the shining arrow symbol ©马利仁
空间只是一种外在表现，而探索空间带来的惊喜与满足才是构成内在情绪的关键，我们所做的只不过是给好奇的人一个箭头指引。
Space is only an external expression, and the surprise and satisfaction brought by exploring space is the key to forming internal emotions. What we do is just to give the curious people guidance by arrows.
▼由室内空间看向室外，a view from the interior to the outdoor space ©马利仁
“一杯好喝的咖啡”，以这个看似简单的标准，却是对当下青年社交状态的探索。OYTT DESIGN在兼顾空间功能的同时，仍赋予其未来科技设计美感，将细节注入每一存肌理，实现具有设计质感的线下咖啡商业空间。「市井街头+休闲小聚」，满足新潮流人群喝咖啡的慢节奏，也符合周边工作人群快捷提神的需求，更是一段时间的精神锁定。
“A good cup of coffee”, based on this seemingly simple standard, is an exploration of the current social status of young people. While giving consideration to space functions, OYTT DESIGN still gives the space futuristic and technological aesthetics, concentrates on every detail, comes out an offline coffee commercial space with texture. “Casual gathering on the street “, meets the slow pace of coffee drinking for the trendy people, and also meets the needs of the surrounding workers to refresh themselves quickly, and the project itself is also a spiritual spot for people to stop by.
▼轴测图，axonometric drawing ©欧阳跳建筑设计
▼平面图，plan ©欧阳跳建筑设计
▼立面图01，elevation drawing 01 ©欧阳跳建筑设计
▼立面图02，elevation drawing 02 ©欧阳跳建筑设计
项目名称：SEVENCUPS
项目地址：张家港杨舍老街
设计单位：欧阳跳建筑设计有限公司
主案设计师：蒋越 、欧阳跳
设计团队：周丹凤、姚运、马小贝、胡姚远
项目面积：30平米
设计起止日期：2022年8月
设计完工时间：2022年10月
主要材料：艺术漆、砖、不锈钢、金属板
灯光设计：无锡米未照明
项目摄影：马利仁
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