Morph Kaupapa Matua: Whakatapu Waitohu mō ngā Kai me ngā Inu by Mars Design Consultants is a highly esteemed winner of the very prestigious 2020 A' Design Award Parahi in Hoahoa Whakairoiro, Whakaahua Ringa me te Whakawhitiwhiti Ataata Competition Category.
ParahiWhakairoiro· 2020
Morph Kaupapa Matua: Whakatapu Waitohu mō ngā Kai me ngā Inu
Client: Mars Design Consultants
A' Design Award Parahi Winner in Whakairoiro Category
Verified Award Winner
Verify Award Status for #98855The Design
About Morph Kaupapa Matua: Whakatapu Waitohu mō ngā Kai me ngā Inu
Kōrero Pukapuka: Ko Morph he kaupapa waitohu mō tētahi pāparakāuta me tētahi wharekai kei runga i te tuanui i Hangzhou, Haina. Ka ahu mai te tuakiri i a Liangzhu, he kōrero aroha tawhito nō Haina, me ngā parirau kanapa o te pūrerehua morpho kikorangi. Ka honoa e te waitohu ngā āhua parirau o te pūrerehua wahine me te pūrerehua tāne kia kotahi te tohu. Ko te papamuri waina pouri e whakaatu ana i tētahi pō whetū, engari ko ngā parirau e whakaatu ana i te whakawhitinga o ngā tae ānini. Ko te tauira pūrerehua e rite ana ki te karerehoku (kaleidoscope) te huānga whakaahua matua. Ka whakamahia tēnei tauira ki te tahua kai, ki te pouaka mati, ki ngā whakaaturanga nekehanga, me tētahi whakapakoko toi pakitara.
The Recognition
About the A' Design Award Parahi
Ko Morph Kaupapa Matua: Whakatapu Waitohu mō ngā Kai me ngā Inu te toa o te A' Design Award Parahi, he whakaaetanga tino whai mana e hoatu ana ki ngā hoahoa kōeke e tohua ana mā te auaha, te mahi mōhio me te whakaaro hōhonu. Ko ngā toa Parahi he mahi pukenga e rite ana, he auaha mīharo, e whakatūturu ana i te wheako nui, te whakaaro me te mōhio-ā-ringa o ā rātou kaihoahoa. E tūmanakohia ana ko Morph Kaupapa Matua: Whakatapu Waitohu mō ngā Kai me ngā Inu he taonga whakanuia, whakamīharotia, aroha nui, he ngaio, he auaha hoki. Ko tēnei hoahoa i toa i te Parahi e whakauru ana i ngā tikanga pai rawa i te toi, te pūtaiao, te hoahoa me te hangarau, ā, he tino mīharo ki ngā taipitopito. Ka whakatutuki a Morph Kaupapa Matua: Whakatapu Waitohu mō ngā Kai me ngā Inu i ngā hiahia, ka pā ki ngā hiahia, ka whakaoho i ngā kare-ā-roto, ā, ka kume i te pākiki.
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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