LOFT中國感謝來自 尋長設計（NARMAL） 的餐飲項目案例分享：
尋長設計（NARMAL）在與魯馬滋咖啡的長期合作中，完成了魯馬滋咖啡從視覺係統到產品包裝以及空間形象的整體品牌策劃。
In our long-term cooperation with RUMORS, NARMAL have carried out the overall brand planning of RUMORS from visual system to product pakaging and spatial image.
RUMORS（魯馬滋）的名字，脫胎於店主中山惠一先生的師傅小野善造先生的店名（kawang rumor，印尼語含“朋友·家”之意）。烘焙是魯馬滋咖啡的靈魂，他們采用特有烘焙方式、所用時間亦是別人的一倍。因此，我們用RUMORS（魯馬滋）和ROAST（烘焙）兩個詞彙的首字母“R”來組成品牌LOGO中的雙“R”日式族徽形象，以呼應品牌深層的含義。
The name of RUMORS generated from the owner Mr. Nakayama’s mentor – Mr.Ono (his shop name is Kawa rumor, “friends’ home” in Indonesian). Roasting is the soul of RUMORS. They use their unique roast method, and the roasting time is doubled comparing to other companies. Therefore, we doubled the intial letter “R” ( RUMORS and Roast) to make a new version RUMORS logo, which also repesents the Japanese emblem of RUMOR family, in order to correspond the profound meaning of the brand.
在魯馬滋咖啡前灘店的設計中，我們將RUMORS“朋友·家”這個概念進行了強化，通過一個寫意的屋頂和四周偏矮的圍牆營造了一種典型的日式庭院場景空間。
In the process of designing this RUMORS NEW BUND STORE, the concept of RUMORS( “friends’ home” ) has been strengthened. We created a typical Japanese courtyard space through a freehand roof and a short fence around it.
店鋪平麵呈L型，不足百平的空間中緊湊設置了等候、收銀、吧台、手衝專屬區域、“老朋友區”、烘焙間、備餐間等功能空間，以及滿足多人、雙人、單人、臨時等不同模式的消費區域。除了木、矽藻泥、水磨石等材料外，紅銅的加入勾勒出空間的現代氣息，並調節了其它材料的溫和中庸。
The shop floor is L-shaped, and the space of less than 100 flat is compactly set up with waiting space, cash register, bar counter, hand-operated exclusive area, old friends area, roasting room, preparation room and other functional spaces, as well as meeting different modes of multiple, double, single, temporary customers in staying area. Besides wood, diatom mud, terrazzo and other materials, the addition of red copper outlines the modern spacial atmosphere, and adjusts the gentleness of other materials.
咖啡廳內主空間頂部懸吊一架由導光棒和紅銅管組成的、寫意屋頂造型的大型燈具裝置，遮擋了裸頂淩亂的設備及管道，亦不覺得壓抑。屋簷下的一杯咖啡讓人迅速進入“朋友·家”的狀態。
At the top of the main space, a large-scale roof shaped luminaire installation consisted of light-guiding rods, red copper tubes is hanged up to embellish equipments and pipes, without making it a stuffy place. A cup of coffee under the eaves brings customer into the ambiance of “friends’ home” quickly.
所有牆麵、柱麵在2.3米高度以下施以灰色粗礪的矽藻泥模擬“圍牆”的質感，上部則通過最簡單的乳膠漆塗刷及暗藏燈帶令其“消失”，緩和層高帶來的空曠和疏離。我們也希望通過這一圈矮牆的設計在室內營造一種“室外、室內、室外”的空間效果。
All the walls and columns are gray and in coarse diatom mud texture under the height of 2.3 meters to simulate the texture of the “wall”. The upper part is painted and hidden by the simplest latex paint to make it “vanish”, to lessen the void and alienation brought by the large scale of space. We also hope to create a “outdoor, indoor, and outdoor” spacial effect through the short fence.
位於咖啡店盡端的迷你店鋪其實是將魯馬滋咖啡在上海首家店（湖南路店）的裝飾元素植入到了新店裏來，象征魯馬滋咖啡多年來一直堅守的“職人精神”。這個區域作為店主親自服務的“老朋友”區，對店家和客戶都有一種非常特別的體驗。
The mini store at the rear part of the café is actually extending the image of RUMORS’s first shop in Shanghai (Hunan Road Store) into a new store and expressed “the spirit of the professional” of RUMORS. As this mentioned area of “old friends” is served by the owner himself, it creats a special experience for both the owner and the customers.
產品設計旨在表達品牌靈魂，同時解決實際操作的問題。我們用魯馬滋咖啡創始人之一中山惠一先生在烘焙時的人物剪影作為視覺主題，應用在咖啡袋與掛耳包外盒圖案的設計中。
Product design is focus on expressing the essence of the brand while meeting pragmatic needs. We use the silhouette of Mr. Nakayama in the roasting process as a visual theme, since Mr. Nakayama is the founder, and also the exemplary of RUMORS’s core value. This pattern is used in the design of the coffee bag and the gift box.
掛耳包產品將標誌色做了百分比遞增，直觀表達了魯馬滋四種不同的烘焙度。外盒邊緣特別設計成燕尾結構，易於開啟。
By increasing the proportion of logo color, The drip coffee bag directly expressed four different roasting standards of RUMORS. The outer edge of the gift box is a dovetail structure which is user friendly.
∇ 平麵圖 plan
項目主要信息
項目名稱：魯馬滋咖啡-前灘店
建築公司：尋長設計
公司網站：www.narmal.com
主創及設計團隊：高傑 李煜瑾 鄒克陽 郭晶
聯係郵箱：info@narmal.com
完成年份：2018
建築麵積：95平方米
項目位置：上海浦東新區東育路255弄1號
攝影師：謝東叡
合作方：上海颯噶建築裝飾工程有限公司
客戶：魯馬滋咖啡
品牌或產品：杜邦人/造石、四國化成/矽藻泥、本土創造/飾品
Project name: RUMORS-New Bund Store
Design company: NARMAL
Website: www.narmal.com
Leader designer & Team: GaoJie LiYujin ZouKeyang GuoJing
Contact email: info@narmal.com
Completion year: 2018
Floor Area: 95 SQM
Project location: No.1 Lane 255, Dongyu Road, Pudong New District, Shanghai
Photographer: Xie Dongrui
Partner: Shanghai SAGA Construction Decoration Engineering Co., Ltd.
Client: RUMORS
Brands or Products: Dupont/artificial stone、Shikoku/diatom mud、Bentu/decoration
