Four times are orderly, and everything is sometimes. Spring breeze, summer rain, autumn frost, winter storage, the rotation of nature, pregnant with the cosmic philosophy of the unity of heaven and man. From ancient times to the present, in the pursuit and inquiry, the law of life and life has made people who are naturally good at observation have a comprehension of life, an experience of time, and an awareness of body and mind.
From the four seasons to time, from space to spirit, in the case of Guanchao, MDG Merrill Lynch Design Group followed the oriental philosophy to deeply interpret the brand culture and moisturize things in the flowing nature. Although the space is solidified, the four seasons are flowing. Here, people have a dialogue with time, feel the culture, touch the years, and nourish the spirit.
When the swallow came, the pear blossom lagged behind Qingming. "Since ancient times, Yangui has been a poetic expression of the concept of time by the ancients, and it is the pursuit and yearning for unity with nature. As a holy product to nourish the face, bird's nest is the nesting of swallows, and the back of the product is not only engraved with the traces of the four seasons, but also the traditional health regimen of staying in time.
The location of Guanchao, formerly known as Guangzhou Panyu Historical Protection Park - Xifang Courtyard Cultural and Creative Industrial Park, has become one of the treasure cultural and creative parks that must be selected for creative check-ins through the localization transformation of "historical protection and repair of the old as the old". Based on the insight of site culture, starting from the research of Guanchao products and the accurate capture of brand character, MDG takes a mirror from nature, and deconstructs the brand culture gene through the closed loop of the story line. "Nesting, early sunshine, thick shade, shining snow, cinnamon fragrance, we hope to implant the four seasons in this fixed space. Every stop, every turn, is a freeze frame of the present, but also an awakening of the yearning for the future. ”
From the crowded online traffic pool to the online experience space, consumers' attention is undoubtedly the focus of brands. Relying on the implicit culture carried by the space, the designer evokes the emotional resonance of the experiencer through the construction of imagery. Stepping into the store, the tunnel shaped like a tree hole is a metaphor for the nesting of swallows and extends the spatial clues. In the natural scene, people and space thus have a story. Take the place to view the nest, and the heart returns to Vientiane. Invisibly, people, nature, and time are one, feeding back the transmission of the brand spirit.
The concept of brand space is not limited to the solidified building, but also the experience and concept that is left to people. "As a nutritional supplement, natural, moisturizing and warm supplements are the product characteristics of Guanchao bird's nest, and it should also be a collection of spatial perception.
Seeking a leisurely environment with the way of nature, the designer weaves Zen in one environment. When a person enters the process, he or she is entering the country. Watching the bird's nest view, appreciating the bamboo in the painting, feeling the atmosphere quiet, from the body to the heart, and feeling a comfortable sense of belonging.
Experiences come from being in every moment of being. Rough rocks, old bronze, natural light, and texture depictions not only create spatial texture, but also have another meaning in terms of design - close to nature, focus on daily life, experience-oriented, connect people and things, and create more art of life.
Looking at its design language, whether it is the telling of the atmosphere, or the fusion of old and new elements, everywhere you can see is permeated with vitality. The cangshui stone, with its intuitive white space of oriental beauty, firmly connects the past of the old building and naturally leads to the future. In the meantime, from the Tingbu stone platform in the courtyard corridor to the new green in the early sunshine, the scenery is changed, and the vitality is projected everywhere.
The swallow is new green, knocking lightly on the door, reflecting a brilliant Zen realm. Warm utensils, natural stone and wood, fresh and fresh green, inject a touch of tranquility into the space, and the power of spring germination. Looking out the window, the branches and leaves that lean out on one side are like a natural secret, bringing a leisurely and elegant sense and organically shaping the brand atmosphere.
For commercial brand space, it is very important to achieve the realization from experience shaping to conversion rate, which also determines the direction of design thinking. "Studying everything from brand culture and concept to dwell time and sensory atmosphere, the designer carefully studies the framework and details of the scene. Volumes, lighting, structures, black and white tones, turquoise landscapes, and artistic blank spaces, in accordance with rational design, create an artistic conception of Chinese painting, and travel around, suddenly feeling vivid.
Ascending the stairs to the second floor, another four-hour poem sprouts here. The thick shade is condensed, and the long summer is awakening. The designer drew inspiration from the artistic conception of tea tasting in the shade. A ray of clear branches and leaves, curling sunlight, leads people to the jungle of charm and drinking. Accompanied by light and shadow, the summer situation is leisurely.
In the interpretation of the four seasons, the designer simulates the environment of the garden, and runs through the beauty of one step at a time. In the autumn-themed banquet room, the design continues to leave blank space, planting lush maple trees, layered on top of each other, creating a scene of its own. Standing outside, the ingenious composition of borrowing the scenery has a bit of the charm of "winding paths leading to secluded places, deep flowers and trees in the Zen room", wandering in the meantime, the meaning is still unfinished.
The poetic full moon, cold cedars, and verdant moss, under the reflection of the simple wall texture, show a natural quiet beauty. The display of paintings on one side, in the penetration of traditional aesthetics, injects the order of modern art, and stops to admire, the tacit understanding between the Orient and the contemporary, which is inseparable and creates a landscape for the space.
No matter how modern life changes, time and emotions are eternal. The performance of spatial imagery is not only a decorative symbol of oriental aesthetics, but also a collective culture that has been passed down through ancient times, from the performance of brand scenes, to touch the humanistic feelings in the hearts of the experiencers, and to interpret both symbols and spirits. ”
The key to bridging the gap between new commerce, new consumption, new community, and new operations, Merrill Lynch has positioned the brand as a long-term nourishment for the body and mind – not only a Chinese nourishment, but also a manifestation of a healthy lifestyle. Based on the core of "contemplating the mind and self, nourishing freely", the designer has built the image of the brand of Guanchao, extracting and deconstructing the four seasons in the visual elements, so that time can be connected with nature and daily life.
Based on the sense of community identity and deep sense of user value, whether it is brand identity design, color combination, packaging design, etc., all of them are blended with the brand's positioning and tonality, deeply fit with people's modern life, and are injected by the designer with the texture of time and emotional connection. From the visual extension of a single product to the overall space scene of the brand, the four seasons flow, the trend changes, only a healthy life lasts for a long time, precipitating a natural guide to Joyful Living.
Behind the commercial brand, there is a visible and tangible experience, and it is also a unique cultural system. In the case of Guanchao Bird's Nest Shop, MDG Merrill Lynch Design Group jumped out of the framework of a single sales space, and instead absorbed the deep oriental genes from the spiritual core of the brand and products, and wrote a rich time association.
In the deep link between consumers and brands, the space is like a natural life with growth force - it grows spontaneously, and is always gently looked back, and in the deep roots of the present, a new collision and beauty are born.
Plan. Project Name: Guanchao Line ** Inspection.
Project area: 260
Completed: 2023.
Design Management: MDG Merrill Lynch Design Group.
Brand management: MDG Merrill Lynch Design Group.
Construction landing management: MDG Merrill Lynch Design Group.
Chief Designer: Yang Yirong, Chen Meijun.
Executive Team: Li Zhanhao, Nie Zifeng, Wu Hairong, K, Tin9, Xiao Gray.
Brand planning and communication: Dadao Hengmei brand management.
Project Photography: Cai Qilun.
Merrill Lynch Design Group (MDG), headquartered in Guangzhou, originated from Guangzhou Merrill Lynch Cultural Communication, founded in 1999, is a comprehensive design group integrating architectural consulting, interior space design, soft furnishing design, product design, art IP planning and implementation. As a practitioner of the integration of the design industry chain, MDG serves large and medium-sized real estate developers and commercial customers with a high degree of resource integration and strong execution, providing a full range of diversified design and engineering services in various fields including high-end real estate, commercial space, hotel clubs, office space, private residences, home furnishings and other fields.
With the original intention of "creating more wonderful", Merrill Lynch Design Group has created a wonderful space with accurate positioning for customers - contemporary, art, and cutting-edge with an international vision, forward-looking creativity and diversified design methods, based on innovative thinking in multiple dimensions such as market, product and operation, to stimulate the user's sense of experience and pleasure, and create greater space value for customers with design.
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