Haocailou Kev Tsim Qauv Sab Hauv Tsev Noj Mov by Sig Studio

Haocailou Kev Tsim Qauv Sab Hauv Tsev Noj Mov by Sig Studio is a highly esteemed winner of the very prestigious 2023 A' Design Award Nyiaj in Tsim Chav Sab Hauv thiab Kev Nthuav Qhia Competition Category.

NyiajSab Hauv· 2023

Haocailou Kev Tsim Qauv Sab Hauv Tsev Noj Mov

by Sig Studio

A' Design Award Nyiaj Winner in Sab Hauv Category

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Verified Award Winner

Verify Award Status for #143404

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Colors

The Design

About Haocailou Kev Tsim Qauv Sab Hauv Tsev Noj Mov

Haocailou yog ib qho kev tsim qauv sab hauv tsev noj mov uas nthuav tawm txoj kev coj noj coj ua ntawm Shunde. Nyob rau hauv Shunde txoj kev coj noj coj ua, Haocai txhais tau tias hmoov zoo, kev zoo siab noj tsiab peb caug thiab cov xim ci ntsa iab. Qhov project no siv ntau lub teeb xachij, cov xim ib txwm muaj thiab cov khoom siv ua tej txheej tej txheej los tsim kom muaj ib puag ncig muaj sia thiab lom zem. Tus noog phoenix, uas yog lub cim ntawm txoj hmoov zoo thiab yog lub npe menyuam hu ua hauv zos rau Shunde, yog lub ntsiab tseem ceeb. Cov ntaiv daj, uas muaj tej tus tuav tes ua haujlwm zoo li tej tus las txheem, coj mus rau ib lub bar uas saum toj muaj ib lub nkoj phoenix ob txheej uas kuj siv rau cawv thiab. Cov chav tsev private nyob rau txheej thib peb ua rau nco txog cov teeb xachij ntses ib txwm muaj.

The Recognition

About the A' Design Award Nyiaj

Haocailou Kev Tsim Qauv Sab Hauv Tsev Noj Mov yog tus yeej ntawm A' Design Award Nyiaj, ib qho kev lees paub muaj meej mom heev tshaj li qub uas muab rau cov qauv tsim qib siab, zoo nkauj thiab ua rau neeg xav tsis thoob. Cov neeg yeej Nyiaj yog cov haujlwm ci ntsa iab heev thiab tsim tshiab heev uas qhia txog kev paub, kev txawj ntse thiab kev ntse ntawm cov kws tsim qauv. Haocailou Kev Tsim Qauv Sab Hauv Tsev Noj Mov xav tias yuav yog ib qho haujlwm zoo kawg nkaus uas tsim rau qhia, tshaj lij heev thiab tsim tshiab tob. Cov qauv tsim yeej A' Design Award Nyiaj no yog ib qho khoom tsim uas pom tseeb heev thiab neeg qhuas uas pab tau thiab nthuav dav ciam teb ntawm kev kos duab, kev tshawb fawb, kev tsim qauv thiab thev naus laus zis. Haocailou Kev Tsim Qauv Sab Hauv Tsev Noj Mov yog ib qho khoom tsim uas neeg coob xav tau, uas ua rau xav, coj kev xav zoo thiab ua rau xav tsis thoob thiab xav paub.

Behind the Design

Press Kit

Credits, team members and technical details provided by the designer.

Unique Properties: How to highlight Shunde culture and attract young people is the difficulty.

In Shunde culture, Haocai means good luck, a sense of festival, rich and beautiful color or colorful fabrics. Therefore, the project applied a large number of lanterns, traditional colors and multi-layer materials to form the lively atmosphere and present Shunde culture.

Phoenix meaning auspicious and is also a nickname for Shunde, so we took phoenix as theme to echo Haocai to express happiness.
Dimensions & Packaging: The project area is 542sqm.
Tags: Restaurant, Bar, Shunde culture, Cantonese cuisine，Innovative design
Production Technology: Desktop research and on-site market research about Cantonese cuisine and Shunde cuisine.
On-site visit to learn about Shunde culture.
Design Challenge: How to make the project highlight the cultural characteristics of Shunde, distinguish it from the daily Cantonese culture and attract the attention of young people, is the difficulty of our design.

The handrails are used as beams to support the overall weight. The yellow-stained stairs are magnificent and concise, like a dragon hovering up.

The traditional Shunde cuisine is changed to dining at the bar. The top of bar is based on a double-layer phoenix boat, which has the function of a wine rack. Going up, the corners of the eaves of the building are built with acrylic imitated glazed bricks, and the glass inlaid in the ceiling is reflected layer by layer, giving it a surreal touch.

The third floor is for private rooms, and the intention is derived from Shunde fish lanterns. The scattered dot layout also solves the problem of insufficient number of private rooms.
Research: Type of Research: Internet research, offline market research
Research Objectives: Cantonese and Shunde cuisine, Shunde culture as well.
Methodology：Design innovation, brainstorming, workshop
Data collection and research tools: Wechat, reports pool, DIAN PING
Paticipants: Ray Lee, Jiani Feng, Feng Yu
Insights:
After market research, we found that the public's image about Shunde cuisine is vague, and it is often confused with Cantonese cuisine. Cantonese dishes and restaurant designs are quite traditional, and there is no obvious difference between brands. Therefore, family customers or the elderly are the most important customer group. And more innovative, more refined Shunde cuisine can fill this gap.
The project is located in Fengshengli, Shanghai, which is a Shanghai-style cultural district and also a fashion destination for young hipsters from day to night.
The location of Fengshengli and the consumer group determine that this is a very innovative restaurant for fashionable people. Customers here would like view a tradional culture been presented in a modern way.
Inspiration: A visit to local folk museum of Shunde and inheritors of intangible cultural heritage, which helped to explore how to make modern works with traditional handicrafts.

We adopted images of traditional culture and intangible cultural heritage in a modern way, e.g., the traditional daliang fish lanterns, Shunde phoenix Crown, phoenix boat, bridal Sedan chair, Guan Gong Lion, Gambiered Canton Gauze to highlight Shunde culture.

Innovations on construction technology, dining experience and floor plan as well.
Project Duration: The project located in Fengshengli SH started in July 2021 and finished in December 2021.
Operation Flow: Stairs：The handrails are used as beams to support the overall weight. The yellow-stained stairs are magnificent and concise, like a dragon hovering up.

Bar of second floor: The traditional Shunde cuisine is changed to dining at the bar. The top of bar is based on a double-layer phoenix boat, which has the function of a wine rack. Going up, the corners of the eaves of the building are built with acrylic imitated glazed bricks, and the glass inlaid in the ceiling is reflected layer by layer, giving it a surreal touch.

The third floor is for private rooms, and the intention is derived from Shunde fish lanterns. The scattered dot layout also solves the problem of insufficient number of private rooms.
Patents: Copyrights belong to SIG Studio,2021.
Team Members: Creative director: Ray Lee
Interior design: Jiani Feng, Yiming Huang
Graphic/ illustration design: Shushu, Jieyu Deng
Rendering: Yinhui Gu
Project management：Jiani Feng
Image Credits: Image #1-#5: Photographer Yinhui Gu, Haocailou, 2021