When visiting the market offline, you will often see a scene - the retail area is full of doors, and the food and beverage stores are long queues.
Whether it is the boom of the night economy, the blooming of market commerce, or the phenomenon of "young people only go to B1B2 when they go to shopping malls", there is a familiar existence behind it - "food street". At a time when consumption is gradually recovering its vitality but constantly issuing the sound of "downgrading", the catering industry has become a "hidden boss" that gathers customer flow, and hides its merit and fame in various popular events.
This may be due to the fact that eating and drinking are all too common, and the topic of "food courts" is also a cliché. But the direction of the market is different from the past, and the catering industry, which once only served people's "appetites", has long been not satisfied with only doing "meal" business, and has begun to build itself asA manifestation of culture and lifestyle, "transforming" becomes a necessary link for people to socialize and emotionally.
From the pursuit of "delicious food" to the pursuit of "life aesthetics", in the fierce competition for passenger flow,In the face of the new generation of consumers who pay for the atmosphere and experience, the catering industry has also rolled up a new "realm" in the space scene.
A food district that "debuts with good looks".
The real "traffic responsibility" of shopping malls?
A striking fact isThe proportion of food and beverage formats in shopping malls is rising。Taking this year's newly opened projects as an example, Yuxi 3000 City Shopping Center, Taiyuan Tianmei Shanshan Outlets, and Anshan Bile City catering projects account for more than 70%. Chongqing Impression City, Guangzhou Healthy Gang Galaxy Coco Park, and Shanghai Longhua Club also accounted for more than 50% of the food and beverage outlets.
Restaurant boss internal reference.
However, if it is only the increase of catering brands, it is easy to become a "large canteen" in the eyes of the public, crowding out the living space of other formats. Traffic and image need to be balanced, and in such a self-leading era, the catering space not only provides a high-quality social scene for contemporary people, but also becomes an Internet celebrity background board for young people who are keen to share, and the food space also needs to be "beautiful".
More and more shopping malls are spending a lot of effort on building food streets, creating eclectic dining scenes, making them a powerful "traffic engine" for shopping malls.
◇réel food——Rui Ou Department Store
Réel Food, on the B2 floor of Rui Ou Department Store, has always been positioned as a light meal, and after upgrading it, it has transformed from a functional simple meal to a social restaurant.
At the beginning of November, new brands of the renovated food space were opened one after another. The project gathers 10 creative cuisine restaurants to create a trendy activity "morning C and evening A" food social space, from the theme space decoration to the visual and auditory atmosphere creation, all of which present a more casual and fashionable temperament.
iziretail hotspot.
The tables and chairs in the public area of the theme area have been replaced with tables and chairs that combine wood and metal elements, and the store has been designed and built in a unified way, and the brand almost only needs to carry a bag to settle in.
iziretail hotspot.
City Bazaar Wutong - Shanghai Longemont City Life Center
Following Raffles City Market on the North Bund and Ruihong Tiandi Sun Palace, City Market has created the third immersive landscaping themed dining block - City Market Wutong at Shanghai Longemont City Life Center. The neighborhood restores the old Shanghai under the plane trees, the lane life in the memory, and many gorgeous and interesting characteristic scenes.
Shanghai Circle.
Located on the B2 floor of the mall, the City Market is connected to the entrance and exit of the subway, and used to be dominated by snacks, light meals and desserts. With the upgrading of the Longemont shopping mall, nearly two-thirds of the original food court area of B2 has been transformed into a theme block. More than 30 F&B brands have been introduced to the new block, and two Happy Twist Theaters have been added.
Shanghai Circle.
"Restoration" landscaping in the interiorIt's not a new thing, the catering format has a super high degree of adaptability to the nostalgic theme, and the fireworks of Chinese food and snacks make the immersive space twice the result with half the effort.
Nanli Food Market - Ruihong Tiandi Sun Palace
In addition to the story-based and concrete "landscaping", the food space with modern aesthetic significance satisfies people's yearning for a better life and provides a steady stream of emotional value.
Foodie Social is an immersive food social platform created by the Shui On Xintiandi brand, located in the atrium on the fifth floor of the Sun Palace Shopping Mall in Ruihong Tiandi, Shanghai, as Foodie Social 20 is made into a food aerial village with a sense of outdoors.
With a 25-meter-high 5,000-square-meter space, there are lights and greenery as far as the eye can see, and there are seats everywhere, and its unique spatial characteristics have a unique identity, which is different from other public areas of the mall and integrates with the mall as a whole.
Commercial Click.
Under the 25-meter-high skylight atrium, the light green mesh panel on the roof filters the sunlight and enhances the natural rhythm of the indoor space.
***nota architects
For Sun Palace, the theme design and social form creation add value to the space experience, and form a dislocation and complementarity with the main body of the mall in terms of product selection. As a result, there are many brands with Internet celebrity attributes, but have not yet been chained in mainstream shopping malls.
Commercial Click.
Shanghai Kerry Centre - Dining Lane
Also located on the B2 floor of the mall, the dining hall of Shanghai Kerry Centre also plays a transitional role as a "bridge", connecting the north and south areas and the two floors B1 and B2, creating a multi-functional composite dining and social space with social eating as the core.
***wutopia lab
The green house is designed with the park as the main concept, cleverly accommodating park elements such as green plants, flower rooms, pavilions, and open-air bars, sharing the dining area, forming multiple paths leading to the surrounding restaurants, and compiling the scene of the entire space into a transparent and interconnected whole.
The Green House Space Generation, *Wutopia Lab
There are continuous upholstered booths, as well as intimate wooden benches; There is a small stage surrounded by flowers and wine; There is also a large dining table and cake house, and a petal lamp at the end, dazzling. In the park, it becomes easy and comfortable to enjoy food, wine, flowers, and conversation.
***wutopia lab
A catering-type business with a show scene
New ideas for non-standard design
In addition to the traditional food street, many special non-standard projects with catering as the core are also in the limelight. There are super Wenheyou who highly condense the street scenes of old Changsha in the seventies and eighties, blurring the scenes of time and space, and awakening the emotional memories of a generation; There is also Luhu Tianfu Food Island, which takes lakes and islands as the ecological base and presents a high-quality immersive commercial space that brings together life, food, literature and art.
Luhu Tianfu Food Island.
Today's brick-and-mortar business, catering and retail can be almost on an equal footingSome independent catering commercial projects can always bring a lot of surprises, and also provide many new ideas for non-standard design in the context of urban renewal.
Hongshoufang - exquisite fireworks
Hongshoufang, which opened at the end of September this year, as a new Shanghai Internet celebrity, has a diversified catering category with the positioning of "exquisite fireworks". Through the spatial structure of lane + indoor market, a down-to-earth and popular exquisite community field is created.
lookon see outside.
Hongshoufang retains the typical Shikumen architectural style and fishbone-shaped lane structure of the original site, the lane structure and rich small-scale space, which increases the interest of people to wander. The two-storey Hongshoufang Food Market and the surrounding high and low offices form a staggered building complex, enclosing a central square, through the secondary connection of the air corridor, people can reach everywhere more smoothly, revitalize the commercial shops on the second floor, and increase the sense of hierarchy and strolling of the space.
Building 3 Hongshoufang Food Market, the third-generation Foodie Social incubated by Rui'an, has an indoor two-story space of nearly 5,000 square meters, gathering more than 30 food brands of all sizes, such as convenient and beneficial fresh food stores, street brands from all over the world, quality Internet celebrities and word-of-mouth famous stores.
18 self-employed people were invited to lay out a variety of stalls, including scallion pancake stalls next to boutique coffee shops and horticultural plants next to food stalls, forming a rich and diverse market scene.
The indoor sales area does not have the dirty and peculiar smell of the traditional vegetable market, but is arranged according to a certain point and beauty to ensure the visual beauty; "Planting greenery" indoors, surrounded by flexible tables and chairs, with the curved window sill shape upstairs and the dining area outside, it is free and relaxed and has a unique era flavor.
The interior skylight adopts environmentally friendly and low-energy ventilation settings, and the design of large ceiling fans makes the space more vivid and original like a traditional market.
The outdoor block has been transformed into a 24-hour vibrant community of "day coffee and night wine", introducing boutique cafes, niche hotel brands and other formats that meet the preferences of young people, and creating a casual and social atmosphere through rich external displays.
meet&eat – a food and beverage complex space
In the food market community of the neighborhood, catering may not be the protagonist, but socialization is. This is the original intention of creating a food and beverage complex like meet&eat. The Meet&Eat creative team chose the site of Gubei Community in Shanghai to build a high street in an old house where you can meet and eat.
Zhu Runzi.
The main façade along the street is opened, the size of the windows is expanded, and the window sill is reconstructed based on the basic human behaviors - standing, sitting, talking, and drinking together in combination with the different indoor and outdoor height differences of the site.
Zhu Runzi.
The main entrance is inlaid with logo-inlaid tiles, the built-in door bucket, and the high-rise lobby are like the spatial sequence of the old Shanghai theater. The preserved and restored solid timber staircase even rattles, the exposed concrete walls stand a wall of light viscographic glass, dancing mechanical chandeliers, and a mix of classic and cyber.
***topos design
The public area on the south side is an indispensable large long table, which can accommodate 30 people at the same time; The public area on the north side is a scattered seating area surrounded by a platform, providing a more free and casual way to sit.
Mall Force Observation Room.
Meet&Eat jumps out of the mature brand matrix and gathers niche brands that match the tonality into a complete and interconnected brand collection. It is like a boutique store that focuses on food and beverage content, while discovering niche quality brands, it purposefully incubates the food and beverage content it needs.
***meet&eat
2024 Travel Guide"Born to eat".
Keywords for the design of new gastronomic spaces
In the era of "traffic first", scene power has become one of the "core competitiveness" of offline physical commerce, sweeping all tracks.
Taking stock of the dining space that is out of the circle at the moment, we can summarize three key words-
The first is to strengthen landscaping. Landscaping space with strong visual effects and cultural background is the most direct image output, and it is also a necessary means for commercial projects to attract traffic under the eyeball economy.
The second is the sense of atmosphere. From design to content, to create a unified and concentrated tonality, or literary and artistic, or exquisite, or relaxed, or fireworks, etc., the sense of atmosphere is the "inner soul" of the catering space.
The third is sociability. Such as business meetings, couples dating, parent-child family rest, etc., the diverse social needs of modern people force the dining space to take into account more abundant service functions in the design.
In short, a new interpretation of diet, a basic human behavior, has generated new demands and new consumption power. From the centralized management of the small shops scattered on the street, to the creation of scenario-based social spaces with operational thinkingWe like to see the evolution of the "big food generation", which means that business always has its own solution to the consumer of each era.
The information in this article and**Reference**: Restaurant Boss Internal Reference iziretail Hot Spot Business Innovation Theory Shanghai Circle Business Card Lookon See the Outside Mall Force Observation Room Paiwo Design The official network of each project mentioned above is only for communication and sharing purposes, and does not involve commercial aspects. If you need**please indicate the reference at the end of the article**and this article**, thank you for your support!