Morph Ọrụ Isi: Ịkpa Aha Nri na Ihe Ọṅụṅụ by Mars Design Consultants is a highly esteemed winner of the very prestigious 2020 Ihe Nrite A' Design Award nke Bronz in Nhazi Eserese, Ịse Ihe na Nkwurịta Anya Competition Category.
BronzEserese· 2020
Morph Ọrụ Isi: Ịkpa Aha Nri na Ihe Ọṅụṅụ
Client: Mars Design Consultants
Ihe Nrite A' Design Award nke Bronz Winner in Eserese Category
Verified Award Winner
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About Morph Ọrụ Isi: Ịkpa Aha Nri na Ihe Ọṅụṅụ
Ederede Akwụkwọ: Morph bụ mmemme ịkpa aha maka ụlọ mmanya na ụlọ oriri dị n'elu ụlọ na Hangzhou, China. Njirimara a na-esite na Liangzhu, otu akụkọ ịhụnanya oge ochie nke ndị China, yana na nku na-egbuke egbuke nke urukurubụba blue morpho. Akara ahụ (logo) na-ejikọta ụdị nku nke urukurubụba nwanyị na nke nwoke ka ha bụrụ otu akara. Ndabere na-acha odo odo gbara ọchịchịrị na-egosipụta abalị nwere kpakpando, ebe nku ndị ahụ na-egosi mgbanwe nke agba egwurugwu. Ihe osise urukurubụba yiri kaleidoscope bụ isi ihe eji ese ihe. A na-etinye ụdị osise a na menu, igbe odude, ihe ngosi mmegharị (motion projections), yana ihe ọkpụkpụ ọkà nka a maapụtara n'ahụ mgbidi.
The Recognition
About the Ihe Nrite A' Design Award nke Bronz
Morph Ọrụ Isi: Ịkpa Aha Nri na Ihe Ọṅụṅụ meriri A' Design Award nke Bronz, nnabata dị oke ugwu e nyere design ndị pụtara ìhè nke a ma ama maka nzụlite ihe, ọgụgụ isi na nghọta. Ndị meriri na Bronz bụ ihe e mere nke ndị nwere nka nke ukwuu ma dị mma n'imepụta nke na-egosi ahụmahụ buru ibu, echiche na ọgụgụ isi nke ndị designer ha. A na-atụ anya na Morph Ọrụ Isi: Ịkpa Aha Nri na Ihe Ọṅụṅụ ga-abụ ihe a na-asọpụrụ nke ukwuu, a na-eto na a hụrụ n'anya, nke dị oke ọrụ ma dị ọhụrụ. Design a meriri A' Design Award nke Bronz na-agụnye ụzọ kacha mma n'ime nka, sayensị, design na teknụzụ, ma dị mma nke ukwuu maka nlebara anya ya n'obere ihe. Morph Ọrụ Isi: Ịkpa Aha Nri na Ihe Ọṅụṅụ na-emezu mkpa nke ọma, na-emetụ ọchịchọ aka, na-adọrọ mmetụta obi ma na-adọta ọchịchọ ịmara.
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
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