塑造商铺之王:商业店面设计·饮食篇
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PREFACE 序言

To a common, eating could be a simple family issue, but also could be a complicated social event. It is not just a task for mouth to eat, but also a complete system of manners, while meal is not only for eating, but also for evaluating it through all senses.

In China, eating is a meaningful behavior filled with cultural connotation instead of just filling the stomach. We call food “delicacy” not only because it tastes good, but also because it is good at luster, fragrance and even sound, since human beings apply their sense organs on the food. Chinese people are truly feeling the food due to their definition on delicacy; this is a big difference with western people who pay more attention to the aspects of metaphysics.

We can also see the concept of family, ritual system and customs in Chinese culture through the way of eating. It is strength to agglomerate a family as well as a way to make friends with strangers to be coordinate on the dining table. The concept of harmony is represented.

Places for eating are much different with other commercial spots, they should express cultural characters of different food and drink, since each kind of food and drink hides cultural tensions. We could feel them;however, we could also be touched by these tensions. Designs for catering spaces need to stick to those cultural elements and deepen them, and thus consumers can always get the feeling they want to feel and learn about different cultural charms beyond their own lives.

Further, a good catering space not just creates a proper atmosphere, but also tells its own story and the stories of food to the customers. Without a word or a pattern, the atmosphere in the air has already pushed consumers to know it and made them long for the hidden stories behind the space. Leisurely like a garden, stable like a traditional hall, or casual like a yard, even uninhibited like post-modernism, whatever these spaces are like, they are all showing their charms. Just like girls with different personalities, waiting for the boys who know them well enough.

Chinese design is now at the stage of deepening. We have gradually abandoned those rough designs and cogitations and really wish we could make some catering space allowing consumers to experience life, feel the culture and refresh aesthetic concept. Perhaps, the thing much better is the expectation before we achieve the goal.

Senior designer & commentator Wang Yingchao

吃饭,对于我们来说,可以是一个简单的家庭问题,也可以是一个复杂的社会问题。“吃”,不仅仅是嘴的一项任务,更是一个完整的礼仪系统;“饭”,也不仅仅是用来吃的,可以通过各种感官来评价它。

吃饭,这件事在中国绝对不是一件填饱肚子的事情,而是蕴含着深刻的文化内涵。我们评价食物为“美食”,不仅是因为它的味道好,同时色泽要好,气味要好,甚至声音都要好。我们把人类能够调动的感官都应用在食物上。因为我们中国人对美的诠释完全不同于西方的那种形而上的概念,而是实实在在的感受。

在饮食的方式上,我们又可以看到中国文化中的家庭观念、礼制制度、习俗等等。它可以凝聚一个家庭的力量,可以让陌生人成为朋友,餐桌上体现的是一种“和”的理念。

吃饭的场所不同于其他的消费场所,它应该体现出不同饮食的文化特征。每种饮食背后所蕴藏的都是一种文化的张力。我们可以去体验它们,但是同时我们也会被这种力量所感动。餐饮空间的设计,需要抓住这些文化因素,将这些感觉深化、明确,让客户能够得到他们想要体验的感觉,能够做到在自己生活的圈子里面感受到完全不同的文化风情。

进一步讲,一个好的餐饮空间不仅是在营造气氛,同时也是在向你诉说,告诉你它自己的故事和食物的故事。它不需要文字,也不需要图形,它内部的空间氛围对顾客形成一种压力,让顾客在其中解读,渴望去知道这空间背后的故事。无论是园林式的闲情逸致,还是厅堂式的沉稳大气,或者是院落式的随意自在,甚至是后现代的不羁与反叛,这些不同的餐饮空间并不是一个简单的吃饭的场所,它在展示自己,展现着自己的魅力,犹如不同性格的少女,期待着能够懂她们的少年出现。

随着中国的设计进入深化阶段,我们逐渐抛弃了那些粗制滥造的设计和模式化的模仿,期待着真正能够让顾客体验生活、体验文化、体验审美的餐饮空间设计。也许在得到之前的期待,才是更美好的。

资深设计师兼评论员 王颖超