Haocailou Nhazi Ime Ụlọ Oriri na Ọṅụṅụ by Sig Studio

Haocailou Nhazi Ime Ụlọ Oriri na Ọṅụṅụ by Sig Studio is a highly esteemed winner of the very prestigious 2023 Ihe Nrite A' Design Award nke Ọlaọcha in Nhazi Ime Ụlọ na Ngosipụta Competition Category.

ỌlaọchaIme Ụlọ· 2023

Haocailou Nhazi Ime Ụlọ Oriri na Ọṅụṅụ

by Sig Studio

Ihe Nrite A' Design Award nke Ọlaọcha Winner in Ime Ụlọ Category

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Colors

The Design

About Haocailou Nhazi Ime Ụlọ Oriri na Ọṅụṅụ

Haocailou bụ nhazi ime ụlọ oriri na ọṅụṅụ nke na-egosipụta omenala Shunde. N'omenala Shunde, Haocai pụtara chi ọma, ememme na agba mara mma. Ọrụ a na-eji ọtụtụ oriọna, agba ọdịnala na ihe ndị e doro n'usoro iji mepụta ọnọdụ dị ndụ. Fenịks, bụ ihe nnọchianya nke chi ọma na aha otutu nke mpaghara maka Shunde, bụ isi echiche ya. Steepụ ndị na-acha odo odo, nke nwere ihe ejide aka na-arụ ọrụ dị ka osisi nkwado, na-eduga na ebe a na-ere mmanya nke e ji ụgbọ mmiri fenịks nwere okpukpu abụọ kpuchie, nke na-ejidekwa mmanya. Ọnụ ụlọ nzuzo ndị dị n'ala nke atọ na-echetara oriọna azụ ọdịnala.

The Recognition

About the Ihe Nrite A' Design Award nke Ọlaọcha

Haocailou Nhazi Ime Ụlọ Oriri na Ọṅụṅụ meriri A' Design Award nke Ọlaọcha, nnabata dị oke ugwu e nyere design ndị dị n'ọkwa kachasị elu, mara mma ma na-eju anya. Ndị meriri na Ọlaọcha bụ ọrụ na-egbu maramara nke ukwuu ma dị oke nzụlite nke na-egosi ọmarịcha ihe ọmụma, talent na nghọta nke ndị designer ha. A na-atụ anya na Haocailou Nhazi Ime Ụlọ Oriri na Ọṅụṅụ ga-abụ ọrụ dị ịtụnanya, ihe nlereanya, nke dị oke ọrụ ma dị omimi n'ihe ọhụrụ. Design a meriri A' Design Award nke Ọlaọcha bụ ihe e mepụtara dị oke ịrịba ama, nke a na-eto nke na-erite uru ma na-ebuga oke nka, sayensị, design na teknụzụ n'ihu. Haocailou Nhazi Ime Ụlọ Oriri na Ọṅụṅụ bụ ihe e kere eke ọtụtụ ndị na-ekwo ekworo ya nke na-akpali ọchịchọ, na-eweta mmetụta ọma ma na-akpali ịtụnanya.

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