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WILLchá Flagship Store
By : CUN Design, Cui Shu, Fu Lin
GRANDS PRIX DU DESIGN – 16th edition
Discipline : Interior Design
Categories : Commercial Space / Commercial Space ≤ 1,600 sq.ft. (≤ 150 sq.m.) : Silver Certification
The Space
WILLchá flagship store does not occupy a large area, but such a small space is endowed with multi-level spatial expression.
In the layout of the plan, we used the method of geometric composition to divide the area of 100 square meters into a composite commercial body with nine spatial functions. The space not only has sufficient kitchen space, storage room and lounge area for staffs, but also contains ordering area, dining area, DIY tea-making area, customer service bar, tea display and retail area. This truly demonstrates the position of Willchá as “new fashion space of tea experience”.
The Nature
Standing on the central passage, you can see a touch of green in the distance.
This is the visual brand color of Willchá, we then used it as the theme color in the space, thus determining the first impression of Willchá: Natural and Pure.
Entering the store from the outside, you can strongly feel the contrast of the field brought by the change of space from the low-height green grid-like structures, transitioning to the interior with high roof.
The continuation of materials and colors ensures the coherence of spacial feeling, and the sudden change in heights brings infinite imaginations about the space, making people feel enlightened between the steps from the outside to the inside.
The entire wall surfaces and furniture are all made of light gray oak wood veneer, which looks very high-end and cozy under the reflection of warm indoor lighting.
The ground material is black terrazzo. This highly reflective material reflects the entire space. The texture of the array-like shelves on the wall is wiped away, leaving only the stars reproduced on the ground.
The East
Echoing the slogan of Willchá – “Oriental Light Tea”, we incorporated oriental elements into the space.
“Will” means want and hope, and “WILLchá” is a warm brand. It wants to expound not only the concept of idealism of a leaf but also the persistence that gradually shines into reality in efforts.
CUN shares the same vision as WILLchá. We hope that through this project, design can be used to convey a new consumption and lifestyle to contemporary young groups, deepen the connection between “Generation Z” and “Tea,” and let more young people experience and taste the unique charm of oriental culture.
Emerson said, “Culture opens the perception of beauty.”
For Chinese people, both language and traditional arts are cultural genes in blood, forming common memories and national identity.
Strong tea will fade at some time, but its lingering fragrance will not sink in history, but will blend with the new era, brewing new cultural possibilities.
Use modernity to understand the tradition and express the future. This may be the local cultural attribute in the projects I have completed.
Collaboration
