超级游戏乐园,WAT长沙店

SUPER GAMELAND,WAT@CSC

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WAT在上海巨鹿路的首店,是一次从0到1的历程,也坚定了WAT在微醺赛道上的奔驰方向。在完成由喜茶、BAI资本及番茄资本联合领投的A轮融资后,WAT开启了全国其他城市的拓店计划。WAT在长沙的门店,将结合零售和酒吧的业态,探讨WAT超市酒吧的主力店原型。

 

WAT’s first store on Julu Road in Shanghai was a journey from zero to one, and firmly established WAT’s direction toward microbrewery. After completing the financing, WAT opened plans for store expansion in other cities across the country. WAT’s store in Changsha will combine the retail and bar formats to explore the prototype of WAT Supermarket Bar as an anchor store.

 

向长沙学习/Learning from Changsha

 

长沙,是一个制造神奇的城市,以娱乐之都闻名,孵化诞生了茶颜悦色、三顿半、文和友等具有顶级流量的网红品牌。一个不可否认的事实,中国的城市开始从千篇一律进化为重视个性。长沙作为其中的翘楚,由于政府的支持和企业的创新,俨然发展出了一条成熟的网红品牌流水线。

 

Changsha, a city that makes magic, is known as the capital of entertainment and has incubated the birth of several celebrity brands. It is an undeniable fact that Chinese cities are beginning to evolve from sameness to valuing individuality. Changsha, one of the leading cities, has apparently developed a mature assembly line of celebrity brands thanks to government support and corporate innovation.

 

▼项目外观 Appearance ©肖湘

 

上海漫步,长沙蹦迪。魔都上海,摩登的东西混血文化;星城长沙,潮流的本土混搭文化。城市的气质,非朝夕之功,我们要无时不刻保有对城市文化的尊重。因为WAT,我们设计团队也开始了在长沙的城市漫游和体验,huo杯酒,交个piang友。

 

Shanghai is a mixture of East and West cultures, while Changsha is a blend of local cultures. The temperament of a city is not achieved overnight, and we need to keep our respect for the city’s culture all the time. Because of WAT, the design team also started to roam and experience Changsha, to have a drink and make friends.

 

▼总平面图 Master Plan ©TOPOS DESIGN

餐饮作为既古老又新潮的行业,地域性与普适性共存。如今,在资本和技术的助力下,老传统和新观念正激烈对冲,热烈拥抱着各种奇思妙想。WAT长沙店的选址位于天心区的解放西路,是长沙最热闹繁华的商业区,这里有密密麻麻的餐饮小吃、酒吧夜店及各种大小不一的商场。每个长沙人都有一条解放西,她是这座城市的集体记忆。来到长沙酒吧文化的集中地,WAT将以进取的姿态降临解放西,在极致拼贴的城市符号中注入WAT的品牌基因,传递WAT“好喝,好看,好玩”的品牌价值。

 

As both an old and a new industry, catering is both regional and universal. Nowadays, with the help of capital and technology, old traditions and new ideas are fiercely hedging against each other and starting all kinds of whimsical ideas. The WAT Changsha store site is located on Jiefang West Road in Tianxin District, the most lively and bustling commercial area in Changsha. There are dense restaurants and snacks, bars and nightclubs and shopping malls. Every Changsha resident has a story of Jiefang West Road, which is the collective memory of the city. Arriving at the concentration of bar culture in Changsha, WAT will come to Jiefang West Road with an aggressive attitude, introducing WAT’s brand in the ultimate collage of city symbols and conveying WAT’s brand value of “good drink, good look and good fun”.

 

▼项目立面 Facade ©肖湘

 

长沙人会玩,WAT更会玩。WAT长沙店,将是一个超级游戏乐园,酒精加游戏,好玩到极致。

 

WAT Changsha store will be a super game park, where alcohol and games are played to the extreme.

 

 

超级材料/ Super Material

 

立面即是媒体!

 

Elevation is media!

 

▼项目立面 Facade ©肖湘

 

不同于上海巨鹿路的步行尺度街区,基地面向的解放西路是一条东西朝向,共6车道的交通主干道,第一视觉要求极快的速度感。在商业极度密集,店招极度拼贴的城市主界面,我们需要一个直白的,宣言式的媒体立面。

 

Unlike the pedestrian scale of Julu Road in Shanghai, the site faces West Jiefang Road, a 6-lane east-west oriented traffic artery, which requires a sense of extreme speed for the first visual. In an extremely dense, collage urban interface, we needed a straightforward, declarative media façade.

 

WAT团队喜欢挑战常识和习惯,他们热衷提问,永远有很多的“WHY”,而我们喜欢用“HOW”来给出设计答案。小方瓶是WAT的经典产品,灵感来源于香水包装,已经是举足轻重的品牌记忆。如果我们只是认知其为产品,以传统的陈列展示与售卖,小方瓶仅仅就是美丽的酒瓶。但是,如果一堆小方瓶成为一堵透明的墙体呢?如果成千上万的小方瓶成为一个通亮的立面呢?我们为什么不能让小方瓶成为独属WAT的超级材料,甚至让小方瓶成为WAT的超级符号呢?

 

The small square bottle is a classic WAT product, inspired by perfume packaging, and is now a pivotal brand memory. If we only perceive it as a product, with the traditional display and sale, the small square bottle is just a beautiful wine bottle. But what if a bunch of small square bottles becomes a transparent wall? What if thousands of small square bottles become a bright façade? Why can’t we make the small square bottle a super material unique to WAT, or even make it a super symbol of WAT?

 

▼立面细节 Facade Details ©TOPOS DESIGN

 

挖掘场地的极限,我们规划了高10米,宽6米的最大尺寸作为主立面的外轮廓线。如何设计这60平方米的主立面,小方瓶成为了不约而同的唯一答案。6000个小方瓶被回收再利用,去除外包装,恢复出厂设置的小方瓶,犹如一块块晶莹剔透的玻璃砖。经过结构计算,考虑到小方瓶的材料特性,我们使用了5mm厚度的钢化玻璃作为支撑件,6000个小方瓶被均匀布置在16个钢结构模块中,每个模块上下暗藏定制洗墙灯,外覆夹胶钢化玻璃确保安全性。当围挡掀开的那天,一切的想象力在各方的协作和努力下,终于照耀了现实世界中的解放西。

 

We planned the maximum size of 10 meters high and 6 meters wide as the outer contour line of the façade. How to design this 60 square meters façade, the only answer was the small square bottles. 6,000 small square bottles were recycled, and the bottles, without their packaging, are like crystal clear glass blocks. After structural calculations and taking into account the material characteristics of the bottles, we used 5mm thick tempered glass as a support member. 6,000 bottles were evenly arranged in 16 steel modules, with custom wall wash lights hidden above and below each module, and laminated tempered glass to ensure safety.

 

超级材料,超级立面,超级符号!由此,我们重新定义了超级符号,WAT小方瓶成为立面的超级材料,直白的宣告,WAT 来了!

 

Super material, super façade, super symbol! Thus, we redefine the super symbol, the WAT small square bottle becomes the super material of the façade, bluntly announcing that WAT is coming!

 

 

超级游戏 / Super Game

 

WAT不只是生产好喝的轻酒精饮品,更热衷于提供好玩的内容和体验。上海首店的旋转吧台,源自“让吧台动起来”的灵感,成就了一次常识的突破。近一年的运营中,WAT团队围绕旋转吧台,持续不断的研发了很多新奇的产品和玩法。来到长沙,我们将在200平方米的沿街空间内植入一个超级游戏乐园,不仅好喝,而且好玩。

 

WAT doesn’t just produce great light alcoholic beverages but is also passionate about providing fun content and experiences. The rotating bar in the first store in Shanghai was inspired by the idea of “making the bar move”, which led to a breakthrough in common knowledge. In the past year of operation, the WAT team has continued to develop many new and exciting products and games around the revolving bar. Coming to Changsha, we will implant a super game land in the 200 square meters of space along the street, which is not only good to drink but also fun.

 

▼旋转吧台 Rotating Bar ©肖湘

 

首先是主入口的“新手场”,由三块曲面LED屏幕组成的“老虎机”内嵌在一层的入口和二层的折叠窗之间。拉动位于室外的拉杆装置,“老虎机”的内置程序开始随机转动,类似电游中的开篇,玩家获得身份与入场券。 20世纪初,位于纽约康尼岛的太空星际乐园(Astroland)的入口处有一艘大船,成为进入水下亚特兰蒂斯世界的潜意识隐喻。受此启发,拉动“老虎机”的拉把,犹如《盗梦空间》的陀螺,将成为进入WAT超级游戏乐园的意识钥匙,好玩才刚刚开始。

 

The first is the main entrance “Newbie Field”, which consists of three curved LED screens with “slot machines” embedded between the entrance on the ground floor and the folding window on the second floor. By pulling a lever located outside, the “slot machine” screen begins to rotate randomly, similar to the opening sequence in a video game, and the player is given an identity and admission ticket. In the early 20th century, the entrance to Astroland in Coney Island, New York, featured a large ship that served as a subliminal metaphor for entering the underwater world of Atlantis. Inspired by this, pulling the pull handle of the slot machine, like the gyroscope of Inception, will become the conscious key to entering WAT Super Game Land, and the fun is just beginning.

 

▼立面像素插画 Elevation Pixel Illustration ©TOPOS DESIGN

 

 

延续上海店“便利店”的空间基因,一层的零售区以7米长的旋转吧台为核心,在净宽5米的空间中精致的布置两排功能柜:自助柜是以线性流线并排布置选购指南,四门冰箱和礼品陈列柜,半圆亚克力标识菜单引导顾客轻松选购游戏装备(酒水);后吧台满足预调酒的定制调配,操作台上方的设备槽预留了WAT正在秘密研发的取酒器,为游戏版本升级预留内存(更多的酒水)。入口的折叠门可以全部开启,为长沙定制的机器人IP与街头的外摆互动,这是属于街头的便利店。

 

Continuing the “convenience store” spatial elements of the Shanghai store, the retail area on the first floor is centered on a 7-meter-long rotating bar, with two rows of functional cabinets exquisitely arranged in a space with a net width of 5 meters. The self-service cabinets are arranged side by side in a linear flow with a shopping guide, a four-door refrigerator and a gift display cabinet, and a half-circle acrylic signage menu to guide customers to easily shop for gaming equipment (drinks). The back bar meets the custom blending of pre-mixed drinks, and the equipment slot above the operation counter is reserved for the wine picker that WAT is secretly developing to reserve the memory for the game version upgrade i.e. more drinks. The folding door at the entrance can be opened all the way, and the customized robot IP for Changsha interacts with the device on the street, which is the advantage of a convenience store belonging to the street.

 

▼像素旋转吧台 Pixel Rotating Bar ©TOPOS DESIGN

▼机器人IP Robot IP ©肖湘

▼项目概览 Overview ©肖湘

跑字灯的一刀斜切,打破零售区正交的空间格局,形成PK卡座区。覆盖墙顶地的雾面不锈钢形成异次元的体块感,卡座结合可拼合桌椅的软装设计来满足不同数量的顾客群。如何PK,WAT的吹牛系列与小方瓶的能量块成为斗酒的新符号。微醺时刻,手握电流棒,试图走出WAT迷宫装置成为所有头号玩家之不可能的任务。

 

Marquee divide the retail and seating areas. The matte stainless steel covering the top of the walls creates an interdimensional sense of volume. Seating combined with reconfigured tables and chairs to satisfy different numbers of customer groups. How to PK, WAT’s bragging series, and small square bottles of energy blocks became the new symbols of wine fighting. At the same time, the WAT maze installation became an impossible task for all micro-brewers.

 

▼PK区 PK Area ©TOPOS DESIGN

▼WAT迷宫 WAT Maze ©TOPOS DESIGN

▼项目概览 Overview ©肖湘

▼卡座区 Seating Area ©肖湘

▼跑马灯 Marquee ©肖湘

▼WAT迷宫装置 WAT Maze Device ©肖湘

 

通往二层的楼梯间是进阶游戏关卡的“传送门”,黑色包裹的楼梯间矩阵排列着大小相同的方型光点,呼吸式智能照明模拟抽象的硅基生命体。穿越,从一层的金属朋克到二层的暗黑摇滚,从开放到私密。不足100平方米的空间中,我们极尽所能的布置不同的游戏副本:玻璃移门围合的包厢,靠墙的散座,围合中庭的U形吧台散座,RGB照明的情侣卡座,沿街靠窗的吧台卡座。透过中庭可以俯视旋转吧台不停流动的酒水和人群,镜面不锈钢的涟漪倒影,迷幻的LED大屏幕实时跳播“老虎机”的幸运三连,这是一个不同平行世界的空间集合。

 

The stairwell leading to the second floor is the “portal” to the advanced game level. The matrix of black stairwells is lined with square-shaped points of light of the same size. Customers travel from the metal punk of the ground floor to the dark rock of the second floor, from open to private. In a space of less than 100 square meters, the design team tried their best to arrange different game copies, such as the box seats enclosed by glass sliding doors, the casual seats against the wall, the U-shaped bar seats enclosing the atrium, the couple seats with RGB lighting, and the booths along the window. And through the atrium, customers can look down on the rotating bar with a constant flow of drinks and people.

 

▼传送门 Portal ©TOPOS DESIGN

▼WAT楼梯间 WAT Stairwell ©肖湘

▼包厢 Box Seats ©肖湘

 ▼卡座区 Booths ©肖湘

▼靠窗卡座 Booths along the window ©肖湘

▼中庭 Atrium ©肖湘


 

超级派对 / Super Party

 

身为空间设计师,我们喜欢用形式制造事件,用空间叙述故事。事件和故事,很学院,没错,理性的滴酒不沾。如果说WAT上海首店是流动的盛宴,那么WAT长沙店就是超级派对。微醺时候,游戏一把,也许就对了。

 

As space designers, the design team likes to create events with form and narrate stories with space. If WAT Shanghai first store is a flowing feast, then WAT Changsha store is a super party.

 

饮酒即游戏,我们为长沙,这座不眠之城注入的荷尔蒙。

 

Drinking is the game. The design team injected hormones into Changsha, the sleepless city.

 

▼WAT小方瓶 WAT Small Square Bottle ©肖湘

▼平面图 Plan ©TOPOS DESIGN

▼剖面图 Section ©TOPOS DESIGN

▼爆炸图 Exploded Diagram ©TOPOS DESIGN

 

 

项目信息

项目名称: 都市游戏乐园,WAT长沙首店

项目地址: 中国,湖南省长沙市,解放西路

业主: WATisgood

设计单位:TOPOS DESIGN(www.topos-design.com

主持建筑师:林  晨

项目设计师:丰滋祥

设计团队:王磊,徐子杰,陆冠桦,王必虎(机电顾问)

视觉设计:卓霸

施 工 方:湖南本设建筑设计有限公司

照明顾问:湖南光语堂灯光设计

互动装置:码赫镭(上海)数字科技有限公司(洪伟,袁媛,杨利斌)

空间摄影:肖湘

建筑面积:200m²

项目设计:2021.10至2021.12

施工时间:2021.12至2022.03

项目主材:WAT小方瓶,水洗石,透光混凝土,雾面不锈钢,热弯亚克力

 

 

PORJECT INFORMATION

Project Name:High Street in the house / MEET&EAT @ Gubei, Shanghai

Project Location:West Jiefang Road, Changsha City, Hunan Province, China

Clients:WATisgood

Design:TOPOS DESIGN (www.topos-design.com)

Principle Architect: LIN Chen

Project Architect: FENG Zixiang

Design Team: WANG Lei, XU Zijie, LU Guanhua, WANG Bihu (E&M Consultant)

Visual Design: ZHUO Ba

Construction Side: Hunan Benshe Architectural Design Co.

Lighting Consultant: Hunan Guang Yu Tang Design Co.

Interactive Device: Ma He Lei (Shanghai) Digital Technology Co. (HONG Wei, YUAN Yuan, YANG Libin)

Photo Credits:XIAO Xiang

Building Area: 200m²

Design Year & Completion Year:2021.10 to 2021.12

Construction Year & Completion Year:2021.12 to 2022.03

Materials: WAT small square bottle, Washed Stone, Translucent Concrete, Matte Stainless Steel, Hot Bent Acrylic