IDPA Japan Design Award

International Design Pioneer Award
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International Design Pioneer Award

National Tea Master Wang Chuanyi’s White Tea Savoring Hall

by Yang Song

Projet Description

The project is located in Fuding City, Fujian Province, known as the "Hometown of white tea in China". Inspired by the museum exhibition hall, the designers fully utilized different spaces, layouts and colors, as well as the digital multimedia with optimal acousto-optic effect to build an immersive and interactive platform for showcasing white tea culture and a tea space with an Oriental cultural tone.
The first floor is of the layout of exhibition space, along with the dynamic lines and facade walls to guide and smooth consumers' moving lines. Both sides of the entrance hall are set with facade walls to form the lines that extend inward, broadening the field of vision and making the space transparent.
On the left side of the entrance hall is a spiral staircase leading to the second floor, while on the right side is a corridor which leads to the private functional area and divides it from the brand culture wall. Decorated with simple patterns and concise texts, the recessed brand culture wall vividly elaborates the history and culture of the brand in a visual way. Also, the brand culture wall together with the product display wall at the end of the aisle surrounds the tea savoring counter and the long table, elevating consumers' experiences to multiple senses of vision, smell and taste, as well as cementing their impression of the brand.
On the second floor, the passage is flanked by translucent barriers derived from Chinese lattice doors, which, together with turns and plants, create a natural and Zen-like atmosphere for tea savoring. In this way, different tea spaces are also subtly divided. As for the tea party area, its design concept is derived from the scene of the ancients sitting around the fireside to chat at night, and the VIP tea room boasts the layout of a wine and cigar bar for the first time. Moreover, the digital multimedia with optimal acousto-optic effect is utilized to create corresponding images as the background in line with different scenarios, which are further supported by a holographic laser projection and a dry ice system, endowing the space with multiple interaction and imagination. Thereby, consumers can enjoy a strong visual impact, optimal interaction and experience.
Additionally, the designers shed the plain and simple atmosphere of the traditional tea space to pursue the features and styles of luxuries and the exhibition space. Based on this purpose, the entire space takes black and gold as the main tone to bring out a sedate feeling, where the black represents tea trees and the gold stands for the sunshine and tea soup, hence presenting the mysterious Oriental charm and primitive humanistic tone. Also, the metal grilles transformed from the brand logo repeatedly appear in many scenarios, serving as a visual hook to impress the brand on consumers.

Yang Song

CEO of Beijing Fivan International Art Design, brand founder & Design Director of Fuding Fanchaji Cultural and creative Agency, former director of design Institute of State-owned Enterprise Group, secretary-general of China Business Think tank, well-known planner/documentary art director/art curator/public welfare person.

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