Lovely Xinjiang 餐廳視覺形象設計 by Jie Yang is a highly esteemed winner of the very prestigious 2020 A' Design Award 鐵獎 in 平面設計 Competition Category.

鐵平面· 2020

Lovely Xinjiang 餐廳視覺形象設計

by Jie Yang

Client: Decelent

A' Design Award 鐵獎 Winner in 平面 Category

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Verified Award Winner

Verify Award Status for #93825

View at A' Design Award Press Release Award Badge

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The Design

About Lovely Xinjiang 餐廳視覺形象設計

《可愛新疆》係新疆烏魯木齊一間大型餐廳嘅視覺形象設計。設計靈感源自當地維吾爾族傳統建築表面常見嘅磨磚對縫工藝。設計師將呢個地區嘅文化元素簡化成一個個圖形磚塊,再拼砌成更大嘅圖案。每一塊磚都代表住一種唔同嘅文化,而所有磚塊組合埋一齊,就形成一幅完整嘅畫面。呢套視覺形象貫穿成間餐廳,當中設有56間包房,每間都以一個民族嘅傳統文化為主題。設計嘅用意在於將新疆多元嘅文化呈現為一個不可分割嘅整體。

The Recognition

About the A' Design Award 鐵獎

Lovely Xinjiang 餐廳視覺形象設計是 A' Design Award 鐵獎得主，這是授予滿足人們對設計精良的創作所期待的專業與工業要求的優良設計的聲望認可。鐵獎得主展現出其創作者的高超技藝、高度專業化、專家級的理解力和創造能力。預計Lovely Xinjiang 餐廳視覺形象設計將成為一件備受推崇、令人欽佩且被珍愛的創作，既實用又創新。這件贏得 A' Design Award 鐵獎的設計整合了行業最佳實踐，並擁有與專業知識和才華相結合的稱職技術特性。Lovely Xinjiang 餐廳視覺形象設計因其嚴謹而受到尊重，旨在提供有助於讓世界變得更美好的生活品質改善。

Behind the Design

Press Kit

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

Unique Properties: The customer is a Xinjiang restaurant which integrates style interpretation, cultural and creative products and featured catering. The difficulty of this project is to express the culture of dozens of different nationalities in one place and to integrate them into a whole. The designer's inspiration comes from the tiling process of the local Uygur building surface. Designers make various elements of Xinjiang into various shapes through The form of Uighur brick grinding butt joint technology. The patchwork represents the multi-cultural and inclusive mentality of Xinjiang's opening up.
Dimensions & Packaging: The project covers a total area of 17000 square meters, with 56 private rooms and 6 large and small performance and translation halls. Each private room is a theme with national characteristics to express people's harmonious coexistence.
Tags: Multi ethnic, multi-cultural, National craft, Brick grinding and butt joint, Catering culture,National cultural integration
Production Technology: After receiving this project, the designer team came to Xinjiang for cultural investigation. Designers grasp elements from the process of "grinding bricks for joints" in local buildings, Draw all kinds of figures, and completes the visual image design of the whole restaurant. Only by using "on-site processing" and "factory production and on-site installation" can the project be promoted at the same time.
Design Challenge: The most difficult part is: how to use visual elements to integrate more than 50 different ethnic cultures in Xinjiang into a whole, and finally we express the feeling of different ethnic groups coming together through "Brick grinding and butt joint" technology.
Research: Considering the industry attributes of customers, it is a large-scale Xinjiang restaurant integrating style interpretation, cultural and creative products and featured catering. It not only provides delicious food, but also undertakes the responsibility of promoting Xinjiang culture. Xinjiang has dozens of different nationalities. The eastern and Western cultures meet here. So it takes a lot of effort to express so many elements in the same place. The designer team refined a slogan: "Xinjiang is very big, it's enough to come here". It fits the characteristics of the project well. But how should visual elements be reflected? Designers found that all the building surfaces in Xinjiang have extremely exquisite brick collage patterns, which are seamlessly spliced into a perfect figure by hand polished bricks, which is very close to the restaurant's characteristics of "integrating cultures of different nationalities". Therefore, the designer team started with “rubbed brickwork” elements to create this magnificent Xinjiang restaurant project. After the completion of the project, it has been highly appreciated by all sectors of society, and each nation can see its own culture here.
Inspiration: Designer get inspiration from the unique traditional craft of grinding bricks and butt joints of local buildings. Designer following the form of grinding brick splicing, various cultural elements in Xinjiang are made into various graphics. The splicing blocks represent multiculturalism, but also represent the inclusive mentality of Xinjiang's opening to the outside world. Each Square block represents a different culture. Together, they form a picture of "World Solidarity", which reconnects the world through the new silk road.
Project Duration: The project started in February 2017 in Urumqi, Xinjiang, was completed in June 2018, and officially operated in January 2019.
Operation Flow: In the process of implementation, traditional craftsmen from Xinjiang were invited to present the unique Xinjiang national handicraft technology perfectly in the interior decoration of the restaurant, and to create a unique Xinjiang national atmosphere by combining modern high-tech props such as acoustic, photoelectric and so on.
Team Members: JieYang