Morph Sumcadeynta Cuntada iyo Cabitaanka by Mars Design Consultants

Morph Sumcadeynta Cuntada iyo Cabitaanka by Mars Design Consultants is a highly esteemed winner of the very prestigious 2020 Abaalmarinta Naxaasta ah ee A' Design Award in Naqshadeynta Garaafigga, Sawir-gacmeedka iyo Isgaarsiinta Muuqaalka Competition Category.

NaxaasGaraafig· 2020

Morph Sumcadeynta Cuntada iyo Cabitaanka

by Mars Design Consultants

Client: Mars Design Consultants

Abaalmarinta Naxaasta ah ee A' Design Award Winner in Garaafig Category

12,400

Verified Award Winner

Verify Award Status for #98855

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

Colors

The Design

About Morph Sumcadeynta Cuntada iyo Cabitaanka

Morph waa barnaamij sumcadeyn ah oo loogu talagalay bar iyo makhaayad saqafka sare ku taal Hangzhou, Shiinaha. Aqoonsigan wuxuu ka soo qaataa Liangzhu, sheeko jacayl oo qadiimi ah oo Shiinees ah, iyo baalasha midab-badan ee balanbaalista blue morpho. Astaanta (logo-ga) waxay isku darsaa qaababka baalasha balanbaalista dhaddigga iyo labiddaba isku astaan keliya. Asalka madow-guduudan wuxuu muujinayaa habeen xiddigo leh, halka baalashu ay muujinayaan isbeddel ka mid ah midabada qaanso-roobaadka. Qaabka balanbaalisyada oo u ekaa muraayad kaleidoscope ah ayaa ah curiyaha muuqaalka ugu weyn. Qaabkan waxaa lagu dabaqay menu-ga, xirmada masbicyada (matchbox), soo bandhigyada dhaqdhaqaaqa (motion projections), iyo farshaxan darbi ah oo qoraal ah.

The Recognition

About the Abaalmarinta Naxaasta ah ee A' Design Award

Morph Sumcadeynta Cuntada iyo Cabitaanka waa guuleystaha Abaalmarinta Naxaasta ah ee A' Design Award, aqoonsi sharaf sare leh oo la siiyo naqshado aan caadi ahayn oo lagu garto hal-abuur, hal-abuur cusub iyo caqli. Guuleystayaasha Naxaasta waa shaqooyin xirfad buuxda leh iyo hal-abuur yaab leh oo xaqiijiya khibrad weyn, male-awaal iyo kartida naqshadeeyayaashooda. Morph Sumcadeynta Cuntada iyo Cabitaanka waa walax la filayo inay noqoto mid aad loo tixgeliyo, la ixtiraamo oo la jecel yahay, xirfad cad leh oo hal-abuur cusub leh. Naqshadahan ku guuleystay Abaalmarinta Naxaasta ah ee A' Design Award wuxuu ku darsadaa hab-dhaqanno ugu wanaagsan farshaxanka, sayniska, naqshadaynta iyo tignoolajiyada wuxuuna ku fiican yahay dhawrista tafaasiisha. Morph Sumcadeynta Cuntada iyo Cabitaanka si fiican ayay u buuxisaa baahiyaha, taabataa rabitaannada, soo jiidataa dareenka kicinayaanna xiisaha aqoonta.

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