Morph Kev Lag Luam Zaub Mov thiab Dej Haus by Mars Design Consultants

Morph Kev Lag Luam Zaub Mov thiab Dej Haus by Mars Design Consultants is a highly esteemed winner of the very prestigious 2020 A' Design Award Tooj in Tsim Duab Kos, Duab Piav thiab Kev Sib Txuas Lus Pom Competition Category.

ToojDuab Kos· 2020

Morph Kev Lag Luam Zaub Mov thiab Dej Haus

by Mars Design Consultants

Client: Mars Design Consultants

A' Design Award Tooj Winner in Duab Kos Category

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Verified Award Winner

Verify Award Status for #98855

Visit Site View at A' Design Award Press Release Award Badge

Colors

The Design

About Morph Kev Lag Luam Zaub Mov thiab Dej Haus

Morph yog ib qho kev npaj lag luam rau ib lub bar nyob saum ru tsev thiab tsev noj mov nyob Hangzhou, Suav Teb. Tus cim no siv Liangzhu, ib zaj dab neeg hlub qub Suav, thiab siv cov tis npaum npoos zoo li xiav ntawm tus npauj npaim blue morpho los ua qauv. Tus logo muab ob daim tis ntawm tus npauj npaim poj niam thiab txiv nkaus ua ke ua ib tug cim. Ib qho pom kaus dub xiav qhia txog ib hmo muaj hnub qub, thaum cov tis tis qhia kev hloov ntawm cov xim aub. Ib qho qauv npauj npaim zoo li kaleidoscope yog lub ntsiab tseem ceeb ntawm daim duab. Cov qauv no raug siv rau ntawm daim ntawv qhia zaub mov, lub thawv khoom cig, cov duab hloov pauv, thiab ib qho kos duab txawb rau ntawm phab ntsa.

The Recognition

About the A' Design Award Tooj

Morph Kev Lag Luam Zaub Mov thiab Dej Haus yog tus yeej ntawm A' Design Award Tooj, ib qho kev lees paub muaj meej mom heev uas muab rau cov qauv tsim tshwj xeeb uas txawv los ntawm kev tsim tshiab, kev txawj tsim thiab kev ntse. Cov neeg yeej Tooj yog cov khoom muaj txuj ci heev thiab tsim tshiab heev uas ua pov thawj txog kev paub ntau, kev xav thiab kev txawj ua ntawm cov kws tsim qauv. Morph Kev Lag Luam Zaub Mov thiab Dej Haus xav tias yuav yog ib qho khoom uas neeg hwm, qhuas thiab hlub, uas tshaj lij heev thiab tsim tshiab. Cov qauv tsim yeej A' Design Award Tooj no siv cov kev coj ua zoo tshaj plaws ntawm kev kos duab, kev tshawb fawb, kev tsim qauv thiab thev naus laus zis thiab zoo heev vim nws saib xyuas cov ntsiab lus. Morph Kev Lag Luam Zaub Mov thiab Dej Haus ua tau raws li cov kev xav tau zoo kawg, kov cov kev xav, ntxias cov kev xav thiab txhawb kev xav paub.

Behind the Design

Press Kit

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

Unique Properties: Morph is a roof bar located at Kempinski Hotel Hangzhou. The design starts with a local ancient love story and aims to be the most iconic part of the hotel. The emotional expression is fulfilling in every single part of the design, through colour, pattern and etc. It turns a traditional legend into a modern city's landmark, brings the travellers firmly into the local culture. The motion graphics has been acting as an essential role of the project, and immerse people into the folktale.
Dimensions & Packaging: Logo minimum size for the vertical logo width is 15mm
Menu design is (W)120mm x (H)300mm
Matchbox design is (W)60mm x (H)40mm x (D)20mm
Wall art sculpture is (W)2000mm x (H)1200mm
Tags: Morph, Modern Chinese bar, Food and Beverage branding, Logo Design, Art Design
Production Technology: The logo represents a butterfly with two dominant forces which brings it to fly in the vast universe till eternity. The dark purple colour is used as the background colour to represent the starry night while the wings of the gynandromorph mirror the colourful transition of the rainbow. The kaleidoscope-like butterfly pattern is the main planar element, showing the unpredictable and mysterious qualities of the blue butterfly in the light and shadow. Such patterns will continue to be applied to menu, dynamic projections, and even artwork. The choice of fonts, young, stylish which converges with the taste of the futuristic interior design.
Design Challenge: In order to know the full story of Liangzhu, the whole design team needs to read the local history and any related articles to support our concept. The research also including understand the range, behaviour, wing structure and related references of blue morpho. As to find more evidence to the online articles, we had also visited the local library and found the most original copy of the story.
Research: A few visits to modern and traditional Chinese restaurants and bars in Asia, to get inspired by the different dining experience.
Immersing the soul into the Chinese culture, cuisine and studied the dining habits.
The research does not only stop capturing the way of how they layout the menu but to really understand the whole dining ritual and new generational dining style.
Inspiration: The whole theme of the bar is telling the story of an ancient Chinese legend love story, LiangZhu.The design is intrigued by the dazzling iridescent wings of the Morph butterfly.
Bringing together the unique features of the female and male counterparts on each side of the wings, the design yields a gynandromorph.
The kaleidoscope-like butterfly pattern is the main planar elements, showing the unpredictable and mysterious of the blue butterfly under the light and shadow.
Project Duration: The project started in 2019 and this bar and restaurant is located in Hangzhou China.
Operation Flow: The goal is to create a strong bar and restaurant branding through an extraordinary dining experience to customers.
Not only on the food itself, but the interaction should also go through from the sensation of each customer, like sounds, smell, visuals, lightings and the touches. The design also considers holistically, like the wall art sculpture, digital motion board, the special printing effects menu and etc, will bring you a different feel while you are in Morph.
Patents: MARS
Team Members: Angela Lu Zhang
Nico Xu YiFei
Image Credits: MARS