中繪社設計 | 深圳原牛道牛肉火鍋餐廳·漢京中心店-設計風向

全球設計風向感謝來自 中繪社設計事務所 的餐飲空間項目案例分享：

原牛道2.0 | 滿足打工人的心身慰藉

夜幕降臨，

深圳的夜也隨之喧嘩起來，

燈光通明的街道；

人山人海的穿梭交錯，

繁忙的工作告一段落，

餘煙嫋嫋，生活的煙火味開啟了深圳另一番景象…

中國人喜食，

民以食為天不僅是一句千古流傳的名句，

更蘊含了中國人對美食之追求與著迷；

熱騰騰的牛肉火鍋不僅為深圳的打工人帶去味覺的放鬆，

更為煩勞一天的疲憊帶去精神慰藉。

追根溯源，打造設計的可延續性

BACK TO THE SOURCE,CREATE DESIGN CONTINUITY

聞名深圳的【原牛道】可謂將‘食’之精髓發揮到了極致，

作為宣揚潮汕火鍋的設計代言人，

設計師希望將最純正地道的潮汕牛肉火鍋文化引入

而其大受市場歡迎的內核所在猶如其名，

【原牛道】——“原牛”意旨“新鮮的牛肉”，

牛肉之做法名曰“道”也，而這也是餐廳之服務宗旨。

李嘉誠曾說過【決定項目價值的因素，第一是地段，第二是地段，第三… 還是地段】設計師認為餐飲設計之趣味所在並非僅限於空間本身，對於如何打入市場，獲得用戶的喜歡並持續經營下去，才是設計背後的商業價值的源頭。

∇ 漢京金融中心

繼原牛道福田店後，原牛道開始了新的蝶變。設計師再次擇址深圳南山漢京金融中心，作為新興科技孵化產業園及深圳南山區日益發展的高新地段的新標誌，漢京中心聚集科技.人才，商業，辦公等核心高淨值產業群。

空間策略，構建客戶互動打造所見即所得

SPATIAL STRATEGY TO BUILD CUSTOMER INTERACTIONBUILD WHAT YOU SEE IS WHAT YOU GET IMPRESSION

延續【原牛道】品牌文化，設計欲以主題化情景打造，將潮汕地道的牛肉與純正的烹飪方式展現於此，步入空間即可通過透明的玻璃直觀看到師傅準備的新鮮食材，打造“所見即所得”的用戶體驗，建立與客戶互動鏈接的同時，增加客戶對品牌的信任度。

ACCORDING TO THE “WE NEW DO ” Brand Culture,Design For Themed Scenes, The Authentic Chaozhou Beef And Traditional way of Cooking, Enter Space Through The Transparent Glass Intuitive To See The chef Preparing Fresh Food As Possible, Build “what you see is what you get ” User Experience,Interactive Link Establishment And The Customer At The Same Time, Increase the Credibility Of The Brand.

空間外立麵以框景手法，將餐廳內不同空間形成的景象定格，讓過往路人與室內產生交互的同時，打造一番熱鬧景象。牆麵采取石材與木質相呼應，二種材質的碰撞將硬朗與溫度像糅和，還原生活之本真趣味。

The Outer Facade Of The Space USES The Framing Technique To Freeze The Scene Formed By Different Spaces In The Restaurant, Allowing Passers-By To Interact With The Interior While Creating A Lively Scene. Metope Takes Stone Material And Photograph Of Woodiness Echo, The Collision Of 2 Kinds Of Material Will Hale And Hearty And Temperature Resemble Mix, Restore The True Interest Of The Life.

品牌迭代，服務升級增加設計附加值

BRAND ITERATION AND SERVICEUPGRADEADD VALUE TO THE DESIGN

移步室內，整體空間運用大量的綠植、原木和懷舊金屬材質，牧原的生態，自由與健康的生機盎然，仿若一一呈現於此。猶如模擬了一個原生態的食材供應廠，從品牌文化上再次點題，為顧客加深原材新鮮，出品純正的品牌印象。

MovingIndoors, The Overall Space Uses A Large Number Of Green Plants, Wood AndNostalgic Metal Materials, Pastoral Ecology, Freedom And Health Of Vitality, As Shown Here. Like A Simulation Of An Original Ingredients Supply Plant, From TheBrand Culture Again, For Customers To Deepen The Original Fresh, Pure BrandImpression.

今日有酒今朝醉，今日有肉今朝刷，牆麵上大大小小的品牌標語，不僅是強調與重複的過程，更是一個餐飲企業對客戶的社會責任與承諾，對於餐飲行業而言，服務的理念與落實才是長期戰略道路上的良策。

ENJOY THE MOEMENT ,ENJOY OURSELVES. The Wall Of Large And Small Brand Slogans, Not Only StressAnd Repeat The Process, But Also A Catering Enterprises To Customer Social Responsibility And Commitment, For The Catering Industry, The Concept And Implementation Of Services Is The Long-Term Strategic Road.

動靜皆宜

構造現代化社交平台

Movement All Appropriate

Construct A Modern Social Platform

∇ 調料區

整體空間規劃以動靜結合，滿足不同客戶群體的用餐需求，敞開式的公區以半圍合式卡座劃分，隔斷之趣味所在，就是把握好那一公分的距離，設計師從當下社交模式切入，打破常規思維，將社交與互動與空間相融合，空間的多元化就在於它滿足了人們在空間中產生的多維場景。

The Overall Space Planning For Action,Meet The different Needs Of Different Customers, Open The Public Area To A Half Of Jewels Booth, Divided Into The Interesting Place Of Partition, Grasp The Designer From The Social Mode, Break The Conventional Thinking, To Social And The Integration Of Interaction And Space, The Diversity Of Space Is That It Can Meet The People In The Space Of Multidimensional Scenario.

包房牆麵采用微水泥材質，以粗糙的紋理打造原生態之意境，桌麵的綠植端景，為空間抹上一點綠。隱藏式燈帶營造一種神秘感，暖黃的燈光不僅為用餐提供了和諧氛圍，更巧妙的通過設計引導，將顧客的目光聚焦到美味菜肴上，提高食物的色彩飽和度打造讓人看了就垂涎欲滴之心理效應。

The Metope Of The Compartment USES Micro Cement Material To Create The Original Ecological Artistic Conception With Rough Texture, And The Green Plant End View Of The Desktop Is Applied With A Little Green For The Space. The Hidden Lamp Belt Creates A Sense Of Mystery. TheWarm And Yellow Light Not Only Provides A Harmonious Atmosphere For Dining, ButAlso Subtly Guides Customers’ to the Delicious Dishes And Improves The Color Saturation Of Food To Create A Psychological Effect That Makes People Salivate.

一店兩式滿足商業多元化 TWO TYPE COMMERCIAL DIVERSIFICATIO

原牛道的核心概念係傳承老潮汕之文化底蘊，設計師希望在傳承的同時結合當代年輕人的生活方式進行產品迭代。因此在鋪麵空間規劃上，融入了快食與火鍋兩種液態，滿足當下青年一代快節奏生活之所需,讓空間價值最大化。

The Core Concept Of 【WE NEW DO 】 Is To Inherit The Cultural Heritage Of The Old Tide, Designers Hope ToPass On The Same Time Combined With The Contemporary Young People’s Way Of LifeTo Carry Out Product Iterations. Therefore, In The Paving Space Planning, The Integration Of Fast Food And Hot Pot Two Liquid, To Meet The Needs Of The Young Generation Of Fast-Paced Life,So As To Maximize The Value Of Space.

【原小粿】將潮汕傳統的街頭粉鋪代入都市生活之中，兒時與三五玩伴分食一碗熱騰騰的牛肉粿條的場景一一浮現，因此在這裏，吃的的是一種兒時的味道，也是對家鄉的一種回憶，一種念想。

THETRADITIONAL STREET POWDER SHOP INTO URBAN LIFE, CHILDHOOD AND THREE OR FIVEPLAYMATES TO EAT A BOWL OF HOT BEEF STRIP SCENE SURFACED, SO HERE, you actually IS REVIEWING ACHILDHOOD TASTE, BUT ALSO A KIND OF HOMETOWN MEMORIES, A KIND OF THOUGHT.

總結

設計從品牌到空間再到運營的一體化策劃，構建了【原牛道】的立體化形象，設計師認為一個好的商業空間，應該是去設計的，將空間的設計更多藏於服務之中, 化有形於無形之中。商業設計的核心所在是對客戶的負責，更是從用戶體驗之中尋找無限可能的過程。

THE INTEGRATED PLANNING OF THE DESIGN FROM THE BRAND TO THE SPACE AND THEN TO THE OPERATION HAS CONSTRUCTED THE THREE-DIMENSIONAL IMAGE OF [WE NEW DO ]. THE DESIGNER BELIEVES THAT A GOOD COMMERCIAL SPACE SHOULD BE DESIGNED, AND THE DESIGN OF THE SPACE SHOULD BE MORE HIDDEN IN THE SERVICE, TANGIBLE AND INVISIBLE. THE CORE OF BUSINESS DESIGN IS TO BE RESPONSIBLE FOR THE CUSTOMER, BUT ALSO TO FIND INFINITE POSSIBILITIES FROM THE USER EXPERIENCE.

項目信息

項目名稱：原牛道牛肉火鍋餐廳·漢京中心店

項目地點：廣東·深圳
項目麵積：483平方米
室內設計公司：中繪社設計事務所
品牌策劃公司：中繪社設計事務所
主要建材：稻草塗料、實木、岩板