霸王茶姬 - hhlloo

公司：	尚洋艺术	类型：	室内
地区：	中国	标签：	餐饮空间

霸王茶姬上海美罗城旗舰店

CHAGEE Flagship Store (Metro City, Shanghai)

当下，茶饮早成为新世代年轻人的社交方式，融入日常工作生活中。老茶馆、纯茶铺、新式茶饮和围炉茶室争相斗艳，茶咖市场逐渐融合，在产品逐步细分、内卷愈演愈烈的形势下，品牌如何持续获得年轻人的青睐？如何让年轻人爱上东方茶？

In China, tea drinking has emerged as a popular social activity among the young generation, integrating into their daily work and life routines. Traditional teahouses, specialty tea shops, innovative tea beverages, and cozy tea rooms are competing fiercely, as the tea and coffee markets gradually converge. In this environment of product refinement and escalating competition, how can brands consistently attract the favor of young consumers? And how can they cultivate a genuine love for oriental tea among the youth?

从这一命题出发，霸王茶姬启动品牌TEA BAR空间计划，进驻上海环球港和美罗城商圈，与尚洋艺术首度合作研发TEA BAR概念茶空间。

To answer, CHAGEE initiated its "Tea Bar" concept and collaborated with STILL YOUNG to develop two concept stores at Global Harbor and Metro City in Shanghai.

#01 进驻上海

启幕茶饮下一个千年

Kick off a new journey for CHAGEE

“茶者，南方之嘉木也。”云贵高原是茶树的起源中心，『霸王茶姬』便诞生于世界茶叶的故乡。以引领国茶复兴为愿景，霸王茶姬重新演绎东方茶文化，六年时间门店数量突破2000家，从昆明走向海外，一举成为头部新式茶饮品牌。

The Yunnan-Guizhou Plateau, the origin of tea trees, is also the birthplace of CHAGEE. With a vision to lead the revival of Chinese tea, CHAGEE reinterprets the essence of oriental tea culture and, in just six years, has achieved remarkable success with over 2,000 stores. From Kunming to overseas, it has emerged as a leading modern tea beverage brand.

“上海这两家旗舰店的店型，包括整体风格、产品线、空间塑造手法、文化元素以及概念的表达，均基于当代年轻人的茶文化去做创新，这是品牌在设计上比较大的初衷。”霸王茶姬品牌方表示。

"The design of these two flagship stores in Shanghai, including the overall style, product range, interior design, cultural elements, and conceptual expressions, all revolve around the innovative interpretation of contemporary young people's tea culture." by representatives of CHAGEE brand.

霸王茶姬上海环球港旗舰店

CHAGEE Flagship Store (Global Harbor, Shanghai)

环球港是普陀区标志性的综合类目商场，有着商业“巨型母舰”之称，在这一带的商圈里极具影响力；美罗城是线下青年潮流消费品牌的聚集地，在徐家汇商圈具有辐射带动意义；品牌方决定在此升级打造全新旗舰店。

The Global Harbor is a prominent shopping mall in the Putuo District, exerting significant influence within the surrounding business district. On the other hand, the Metro City serves as a hub in driving trends in the Xujiahui commercial area. The brand has decided to elevate its presence by upgrading and establishing a brand-new flagship store in these locations.

霸王茶姬上海环球港旗舰店

CHAGEE Flagship Store (Global Harbor, Shanghai)

在门店的空间布局上，两家旗舰店各具特色。环球港旗舰店是一个中大型的茶饮空间，门店围绕中岛回字形客座，划分为精品制茶、堂食点单、外卖窗格、休闲品茗四大区域。美罗城旗舰店则将商场外围空间全部整改，设置店内功能区与外摆休闲区。同时两店均在一侧开设折叠窗模糊内外界限，增强空间的通透感。

Both flagship stores have different layouts. The Global Harbor flagship store features a medium to large tea beverage space with a central island-style seating arrangement, divided into four main areas: premium tea-making, dine-in ordering, takeaway counter, and tea-tasting section. On the other hand, the Metro City flagship store has completely transformed the surrounding exterior space of the mall, incorporating both indoor functional areas and outdoor leisure zones. Additionally, both stores have installed folding windows on one side, blurring the boundary between the interior and exterior, thus enhancing the sense of openness within the space.

分析图 · 霸王茶姬上海环球港旗舰店

Diagram of CHAGEE Flagship Store (Global Harbor, Shanghai)

分析图 · 霸王茶姬上海美罗城旗舰店

Diagram of CHAGEE Flagship Store (Metro City, Shanghai)

#02 提取茶色

创造品牌调性和记忆点

Extract the color tone of tea to create a memorable brand identity

在空间色系的考量上，品牌方和设计团队最初从金木水火土中汲取灵感，从千年茶文化中溯源，融合丝绸之路与茶马古道，同时受电影《沙丘》的启发，最终设计思路交汇在以茶色为主基调上。浅金色的茶汤，纯白色的牛乳，史诗感的沙漠，三者结合创造出独一无二的品牌调性和记忆点。

In considering the spatial color palette, the brand and design team drew initial inspiration from the elements of gold, wood, water, fire, and earth, tracing their roots back to the millennium-old tea culture. Integrated the Silk Road and the ancient Tea Horse Road into the concept, all while being inspired by the movie "Dune" Ultimately, the design ideas converged around the primary tone of tea color. The fusion of light golden tea, pure white milk, and a desert ambiance create a unique brand tone and memorable experience.

霸王茶姬上海美罗城旗舰店

CHAGEE Flagship Store (Metro City, Shanghai)

尚洋设计创始人认为：“茶色非常具有代表性，我们希望未来的茶空间在色彩上有一种世界化的认知，通过颜色将空间和品牌文化、品类进行融合。把茶色当成整体视觉的焦点，我们觉得这是一个非常好的壁垒。”

According to the founder of STILL YOUNG, "The color of tea is iconic. We hope there will be a shared global understanding about the color of tea drinking space. The tea color, as a visual focal point, becomes a medium that blends the space with the brand’s culture and products."

霸王茶姬上海环球港旗舰店

CHAGEE Flagship Store (Global Harbor, Shanghai)

空间提取白茶色应用于墙面、天花、地板、制作台和座椅上，磨砂质感形成细腻而柔和的肌理。吧台定制设备模拟红茶色，个性化的外观散发出金属般的迷人光泽，两种材质的搭配，呈现该区域的简洁感和视觉上的统一性。

The color of white tea is applied to walls, ceilings, floor, the brewing counters, and seats in tandem with a delicate and soft matting texture. The custom-made devices at the bar counter combines the color of black tea with a unique appearance that gives off an enchanting sheen of metal. The combination of two materials creates a clean and unified visual language.

霸王茶姬上海环球港旗舰店

CHAGEE Flagship Store (Global Harbor, Shanghai)

霸王茶姬上海美罗城旗舰店

CHAGEE Flagship Store (Metro City, Shanghai)

#03 文化溯源

从茶马古道到丝茶之路

Draw on tea culture, from the ancient Tea Horse Road to the Silk Road

中华茶文化历经了千年的璀璨，从神农氏到陆羽，从茶马古道到丝茶之路，在数以百计关于茶的典籍中，我们也得以窥见茶之兴盛。

The tea culture of China can be traced back to thousands of years ago from the stories of Shennong and Lu Yu to the ancient Tea Horse Road and Silk Road. The prosperous tea culture can also be found in hundreds of classics about tea.

此次在TEA BAR空间的设计理念上，研发团队探索茶文化的美学属性，结合汉韵唐风和丝茶之路，运用巨幅的装置画面打造核心视觉点。在品牌符号“C”的延展上，该纹样使用半陶半瓷的釉彩风格强化历史感和文化感。“丝茶之路”绘墙象征着东西方文明交汇，结合了风吹沙落的艺术手法，打造出史诗般的朦胧意境。

The design concept of Tea Bar is rooted in the aesthetics of tea culture. The R&D team incorporated the art of Tang dynasties and elements about the Silk Road into large-sized installations to create visual focal points within the space. As an extension of the brand logo "C", one of the installations uses glazes that combine pottery and porcelain to highlight a sense of history and culture. The wall painting depicting the Silk Road symbolizes the interaction between the East and the West. A special technique is employed to mimic the effect of sand blowing in the wind, conveying an epic ambience.

霸王茶姬上海环球港旗舰店

CHAGEE Flagship Store (Global Harbor, Shanghai)

霸王茶姬上海环球港旗舰店

CHAGEE Flagship Store (Global Harbor, Shanghai)

霸王茶姬上海美罗城旗舰店

CHAGEE Flagship Store (Metro City, Shanghai)

内部空间的打造则结合敦煌文化中的石窟元素，统一色彩的运用从墙面延续到天花，通过简洁的结构和独特的形制呈现一种隧道的包裹感。

The interior design draws inspiration from the grottoes in Dunhuang. A unified color scheme is applied to the walls and the ceiling. Minimalist structures and unique forms are created, evoking a sense of compactness in a tunnel.

霸王茶姬上海美罗城旗舰店

CHAGEE Flagship Store (Metro City, Shanghai)

TEA BAR空间升级通过多种形式的桌椅陈设呈现出对休闲社交、商务办公等多种消费场景的考量。木竹藤编元素以及大面积绿植景观，为社交空间营造出轻松惬意的氛围。而靠窗的吧台坐席设置了可充电功能，兼顾商务办公的需求。

Different seating options are provided to meet various needs, such as socializing and working. Wood, bamboo and rattan elements are combined with large areas of plants, conveying a relaxing and cozy ambience within the space. The bar seating behind the windows provides plugs to meet the needs of customers working in the store.

霸王茶姬上海环球港旗舰店

CHAGEE Flagship Store (Global Harbor, Shanghai)

霸王茶姬上海美罗城旗舰店

CHAGEE Flagship Store (Metro City, Shanghai)

#04 东方TEA BAR

茶饮师与消费者的强互动体验

TEA BAR that strengthens the interaction between tea baristas and customers

TEA BAR概念空间以制茶工坊为原型，设置一条超8米长的标志性吧台，用于陈列整套定制的操作设备。该区域的动线设计基于“点单—制作—取餐”全流程的考量，保证茶饮师工作的高效性和消费者体验的连贯性。

The “Tea Bar” concept spaces are based on the prototype of a teamaking workshop. An 8-meter-long bar counter provides home to a set of custom-made devices. The circulation route of this area is designed to meet the needs for “ordering, brewing and pickup” to ensure the efficiency of the tea baristas and a smooth consumer experience.

“我们基于品牌理念去做设计，关注的是它如何能更快速的模块化。霸王茶姬TEA BAR空间的设备呈现了在吧台和消费者之间互动体验的升级，这是设计的重点，然后营造出一个全新的茶饮第三空间，这是与品牌方沟通下来的共识。”尚洋设计创始人说道。

"We approach the design based on the brand’s philosophy, and we care how the design can be replicated as a module at a higher speed," said the founder of STILL YOUNG. "The devices at Tea Bar demonstrate an update in the interaction between baristas and consumers, which is a focus of the design. Then we build a brand new third space in the field of tea beverages. This is what we have agreed upon with the brand side."

霸王茶姬上海美罗城旗舰店

CHAGEE Flagship Store (Metro City, Shanghai)

吧台区在设计上有意弱化视觉困扰，使产品和茶饮师成为空间的主体。吧台打造为茶饮师展示的舞台，消费者可以沉浸式地观看从研磨、萃取到茶汤灌注的每一道工序。

The design of the bar intentionally minimizes the visual distraction and makes the products and tea baristas the protagonist of the space. The bar counter becomes the stage of baristas, allowing customers to watch every procedure of tea beverage making, from grinding, extracting to pouring brewed tea, in an immersive way.

霸王茶姬上海美罗城旗舰店

CHAGEE Flagship Store (Metro City, Shanghai)

门店在制茶设备上由繁至简，改革传统制茶工艺，将“煮煎点泡”升级为“萃”茶，创造新时代饮茶之法。研磨机、茶咖机、POS机、票区等设备均使用古铜色不锈钢贴膜，通过对标米其林厨房级别的细节感来呈现新茶饮的精致。吧台背景墙陈列一组深铜色茶壶，细长的暖色灯带串联起整个空间，引导顾客视线。

The teamaking devices enable a simpler teamaking process than the traditional practice. The complicated procedures are reduced to the more efficient practice of extraction. The devices, including the grinder, the tea-and-coffee maker, the POS machine, and the receipt printer, are all finished with a bronze stainless-steel film, a Michelin-level detail that aims to present the sophistication of new-style tea drinks. A set of dark bronze tea pots are displayed on the wall behind the bar counter, while a long, thin strip of warm light connects the entire space and guides the sightlines of customers.

品牌设备升级

Upgraded devices for the brand

霸王茶姬上海美罗城旗舰店

CHAGEE Flagship Store (Metro City, Shanghai)

霸王茶姬上海环球港旗舰店

CHAGEE Flagship Store (Metro City, Shanghai)

在此次品牌方与设计方的磨合中，上海两家TEA BAR空间的落地将成为一个全新的样板，见证霸王茶姬新茶路历程的开启。双方表示，未来将会根据市场的反馈不断打磨深化，去进行更广泛的复制和深度延展，继续探索与消费者互动方式的转变升级。

Through the collaboration between the brand and the design team, the two Tea Bar stores in Shanghai will become new models to kick off a fresh journey for CHAGEE. The two parties said that they will continue to improve the design of the stores based on market feedbacks, and will replicate the design in a wider and deeper way to continue exploring updated interactions with consumers.

项目信息

霸王茶姬

美罗城旗舰店面积：121㎡+221㎡

环球港旗舰店面积：198㎡+55㎡

开业时间：2023年6月

设计公司：尚洋艺术STILL YOUNG

设计团队：朱畅 Eric. Ch, 李秋雨 Tommy Li, 赵大航 Dada Zhao

品牌经理：张磊 Mayi, 蒋奇成 Mr. Jiang

平面图：王磊 Azel Wang

效果图：李贞全 Ethan Li, 林道远 Donald Lin

装饰施工图：张磊 Mayi, 黄世豪 Felix Huang

机电设计：徐瑞萍 James Xu, 旷兆昱 Keith Kuang, 周秉松 Jay Zhou, 曾润之 Zero Zeng