WILLchá Flagship Store

Last name: WILLchá Flagship Store
designate: Fu Lin
author’s website: Fu Lin

Project name: WILLchá Flagship Store Area: 120㎡ Chief designer: Fu Lin Design Company: CUN DESIGN (www.cunchina.cn) Participating designers: MA Chuan, Zhang Jiajun, Hou Longyang Main materials: perforated aluminum plates, veneer wood, terrazzo Design Time: 2021. 08 Completion Time: 2021. 11 Photographers: Jia Bin, If You WILLchá Flagship Store “Would you like a cup of chá? ” ” Yes why not! “When you wake up every morning, will you choose to brew a pour-over cup of coffee or go downstairs for a cup of Starbucks around the corner? Currently, coffee and cola seem to have gradually become the mainstream of consumption people. Whenever we walk through the streets and smell the pungent aroma of coffee beans, can we still remember the smell of tea that floated over the land of China long ago? Tea is originated in the Shennong era of China, developed in the Tang dynasty, flourished in the Song dynasty, developed in the Ming and Qing dynasties, and has a history of over 5,000 years. the traditional form of tea has moved away from people’s lives.As Chinese people, should we say goodbye to tea or have a new understanding of it?It is a question that contemporaries, especially young people, should think. In the meantime, we came across a pr object. In late 2021, the founding team of WILLchá founded CUN, hoping to use the design to complete a new brand upgrade. With this task, we conducted research and analysis on their products and targeted customers respectively. WILLchá’s products are different from other milk teas on the market and their raw materials are all derived from natural tea leaves. Their concept focuses on healthy tea drinking + scientific tea making. Interestingly, the main customer group it deals with is post-90s and post-00s between 20 and 35 years old. In fact, in recent years, more and more young people have started to pay attention to their health and are gradually joining the army of healthy diets, which also makes new light teas and tea drinks gradually replace milk tea. , and become the darling of fashion. “Gen Z” crowd. Therefore, CUN has made a completely innovative attempt in the space based on preserving and promoting the charm of the WILLchá brand, “leading the healthy lifestyle of young contemporaries”. The Space WILLchá flagship store does not occupy a large area, but such a small space is endowed with a multi-level spatial expression. In the layout of the plan, we used the geometric composition method to divide the 100 square meter area into a composite commercial body with nine spatial functions. The space not only has ample kitchen space, a storage room and a staff lounge, but also an order area, a dining area, a food manufacturing area tea, customer service bar, tea display and retail area. It really demonstrates Willchá’s position as a “new fashion space for the tea experience”. The feeling of attraction by these magical geometric shapes in space is very intense. Your spirit jumps out of the earth and comes into the huge universe. Before you are vast rivers of stars. Looking back, you can see an image like a scene from a movie: the girl as a visitor from heaven quietly sitting there, bathed in the slightly yellowish light, silently telling the story of the whole space. Nature Standing on the central passage, you can see a touch of greenery in the distance. It is the visual brand color of Willchá, we then used it as a theme color in the space, thus determining the first impression of Willchá: Natural and Pure. Entering the store from the outside, you can strongly feel the contrast of the field brought by the change of space of low-rise grid-like green structures, moving inside with a high roof. The continuity of materials and colors ensures the consistency of spatial feeling, and the sudden change of height brings endless imaginings on the space, making people feel enlightened between the steps from outside to inside. When you are inside, you can see a green contoured upper surface, like a giant leaf, starting from the junction of the walls and the ceiling, extending from 2.8 to 5.5 meters above the floor and perfectly meeting the light source at the highest point. The cool light at the top, combined with the warm light emitted from the surrounding light strips, makes the whole space full of layers and three-dimensionality, like a stage in a fantasy. All wall surfaces and furniture are all light gray oak wood veneer, which looks very upscale and cozy under the reflection of warm interior lighting. The base material is black terrazzo. This highly reflective material reflects the entire space. The texture of the chalkboard-like shelves on the wall is erased, leaving only the stars reproduced on the floor. The top of the head is a leaf, the side of the body is wooden, and the foot is a stone. The so-called “being among the grass and trees” – a small space, reflects the vast nature. The Orient Echoing Willchá’s slogan – “Oriental Light Tea”, we have incorporated oriental elements into the space. The facade of the whole space is like an oriental aesthetic architecture, full of mystery and internationality. The horizontal grid under the light box at the top of the door entrance seems to come from the architectural element of the “eaves”, but the turn and the junctions are not connected. The disconnected shape adds a unique aesthetic to the design, establishing the brand’s long-term visual appearance. The ideas of the pillar holding window at the door and the interior folded surface of the wall display system are derived from the element of the oriental “folding fan”. We use a consistent method to coordinate all displays on the wall, so that the same material and performance elements are used throughout, and unique designs such as “acrylic U-shaped frame” have been added to make the whole elevation not only united, stunning, and pure, but also different from others. The innovative elevation system not only forms a negative space, creates a three-dimensional sense of light and shadow, and demonstrates material opacity, it also realizes cultural design and dissemination. “Will” means desire and hope, and “WILLchá” is a warm mark. He wants to exhibit not only the concept of one-leaf idealism, but also the perseverance that gradually turns into reality in endeavors. CUN shares the same vision as WILLchá. We hope that through this project, design can be used to convey a new consumption and a new lifestyle to young contemporary groups, to deepen the connection between “Gen Z” and “tea”, and to allow more young people to discover and taste the unique charm of oriental culture. . Emerson said, “Culture opens the perception of beauty. For the Chinese, traditional language and arts are cultural genes in the blood, forming common memories and national identity. Strong tea will fade at some point, but its lingering scent will not sink into history, but blend into the new era, brewing new cultural possibilities. Using modernity to understand tradition and express the future. It can be the local cultural attribute in the projects I have done.

Photographers: Jia Bin, Si You

willcha flagship store 2
Photographers: Jia Bin, Si You

willcha flagship store 3
Photographers: Jia Bin, Si You

willcha flagship store 4
Photographers: Jia Bin, Si You

willcha flagship store 5
Photographers: Jia Bin, Si You

willcha flagship store 6
Photographers: Jia Bin, Si You

willcha flagship store 7
Photographers: Jia Bin, Si You

willcha flagship store 8
Photographers: Jia Bin, Si You

willcha flagship store 9
Photographers: Jia Bin, Si You

willcha flagship store 10
Photographers: Jia Bin, Si You

willcha flagship store 11
Photographers: Jia Bin, Si You

willcha flagship store 12
Photographers: Jia Bin, Si You

project info:

Last name: WILLchá Flagship Store
designate: Fulin
author’s website: Fulin

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