街边铁桶·韩国烤肉｜耶兔兽设计

韩式市井街景，生活还原韩剧

Korean style street scenes, life reproduces Korean dramas

穿梭首尔巷弄，回到明洞街头

Shuttle through Seoul Alley, back to the streets of Mingdong

“将韩剧日常生活场景搬到街边铁桶的空间”是此次项目的核心策略与灵感来源。街边小吃市场、街边水果摊， 街机游戏厅、街边的作业现场……该项目将这些极具韩国市井烟火气息的小场景进行突破性改造，做到与年轻人对话，创造出属于街边铁桶自己的品牌文化。

The core strategy and inspiration for this project is to move the daily life scenes of Korean dramas to the space of iron barrels on the street. The street snack market, fruit stalls, arcade game halls, and homework sites on the street... This project breaks through these small scenes with a strong sense of Korean market fireworks, achieving dialogue with young people and creating a brand culture that belongs to the street iron bucket itself.

该空间选用了低饱和度的芝士配色，高级且冷静。与丰富的广告牌子形成对比，让街景感在空间中更饱满。餐车、塑料篮子、塑料座椅、步道，各式样的招牌，路标，铁网架...这一切细节还原了韩国街景烟火气息的样子，但又是一个通过巧妙设计和重组升华后的街道场景，呈现给消费者的是一个年轻、时尚、有话题性、有分享欲望的餐饮空间。

The space features a low saturation cheese color scheme, which is high-end and cool. Compared with a variety of advertising signs, it can create a more vibrant street view in the space. Dining carts, plastic baskets, plastic seats, walkways, various styles of signs, road signs, iron mesh frames All of these details are restoring the atmosphere of Korean street scenery and fireworks to customers.

在入口处，利用韩式小吃车呈现一个入口标志性景点，形成入口处视觉锤效果。质朴粗糙的瓦楞铁板、集装箱上的标志贴纸设计、随处张贴的“牛皮癣”小广告、IP的形象还原了街边市集的细节，此外，将啤酒筐货柜阵列更让客人感受到这就是街边路边摊帐篷中的随处堆叠的储物货柜，产生强烈的街边摊仓库场景代入感。

At the entrance, a Korean style snack truck is used to present an iconic attraction, creating a visual hammer effect at the entrance. The simple and rough corrugated iron plates, the design of logo stickers on the containers, the ubiquitous "psoriasis" small advertisements, and the image of the IP restore the details of the street market. In addition, the array of beer basket containers makes customers feel that these are the storage containers stacked everywhere in the roadside tents, creating a strong sense of immersion in the street stall warehouse scene.

IP站在篮子筐上摆出招牌动作，呈现一个入口打卡景点。IP从活泼，搞怪，治愈，轻松，结合动态屏幕的设计给了空间更多欢快的感受，不仅有主人公带入的故事感，还有了更多的可打卡性，营造了谁见了都会感到有趣活泼愉快热闹的氛围。

The IP stands on the basket and displays a signature gesture, presenting an entrance check-in attraction. The IP's approach has a sense of design, from lively, quirky, healing, to relaxed. Combined with the dynamic screen design, it gives the space a more joyful feeling and lively atmosphere for those who have seen it.

在商业空间的场景设计中，情境氛围的营造是激发情绪的关键触点，而主题场景设计是最容易引发这种效果的创意手法，「街边铁桶·韩国烤肉」打造的就是城市市井的热闹与街头潮流的氛围并峙。

In the scene design of commercial spaces, the creation of situational atmosphere is a key touchpoint to stimulate emotions, and theme scene design is the creative technique that is most likely to trigger this effect. "Street Iron Bucket Korean Barbecue" creates a lively atmosphere in the city and a trendy atmosphere on the street.

除了小吃摊，街边市集还有陈列摆放的水果摊，利用斑驳的水泥墙、硬牛皮纸箱、手写的字做的价目表、酒瓶箩筐和木板搭成，用胶带缠绕的就餐座椅，显得空间随意又轻松，融合了涂鸦和潮流感的灯箱，斑驳复古中又增加了一丝街头的潮流感。

In addition to snack stalls, there are also fruit stalls displayed in street markets, using mottled cement walls, hard cowhide cardboard boxes, handwritten price lists, wine bottle baskets, and wooden boards. The dining seats wrapped with tape make the space casual and relaxed, blending graffiti and trendy lightboxes. In the mottled retro style, it adds a touch of street fashion.

IP与街边斑马线的场景利用一面毛坯墙，以涂鸦的街头潮流方式呈现在空间的背景墙面。醒目的红白配色趣味字元素，stop停下吃肉，角落一处红红砖斑驳墙，一些裸露的工业美感，不仅完成了用户打卡点的传播点位，更成为一次社交形策展的升华。

The scene of iP and zebra crossing on the street is presented on the background wall of the space in a graffiti style, using a rough wall. Bold red and white color scheme with fun character elements, Stop eating meat, a corner with a mottled red brick and some exposed industrial beauty, not only completes the dissemination of user check-in points, but also becomes a sublimation of social curation

品牌升级并不是“装饰”的表面改变，而是从用户出发，通过场景与消费者保持对话。因此，空间有明显主题系列场景的分区，左边座位区域以IP为主题元素的街机场景，通过交错纵横的灯箱结合滚动屏带来的动态感，与夹娃娃机的复古抓钩，构成了街边游玩市集的潮流，动态，热闹。

Brand upgrading is not a superficial change in decoration, but rather a dialogue between users and consumers through scenarios. Therefore, the space is divided into distinct themed series scenes, and the left seat area features an arcade scene with IP as the theme element. The dynamic feeling brought by the interlaced vertical and horizontal light boxes combined with the rolling screen, combined with the retro gripper of the doll clipper, forms the trend, dynamics, and liveliness of the street side amusement market.

该项目的空间色调以黄色为主，辅以芝士色调和毛坯水泥风为基底，为了突出主视觉，醒目的黄色胶带四处缠绕，为空间增添街头的具有故事感想象力的有趣氛围。

The spatial color tone of this project is mainly yellow, supplemented by cheese color and rough cement wind as the base. In order to highlight the main visual effect, eye-catching yellow tape is wrapped around, adding a fun atmosphere with story like imagery to the space.

用户体验设计层面，巧思不断。大场景下又还原了真实的小场景氛围。巨大的环形灯箱让整个空间的场景形成重要视觉凝聚的落脚点，建造了一个宛如天桥一样的大场景，毛坯墙面与明艳丰富的灯箱结合，形成强有力的市井风格。

At the level of user experience design, there is constant ingenuity. In the larger scene, the real atmosphere of the smaller scene is restored. The huge circular lightbox forms an important visual focal point for the entire space scene, creating a grand scene that resembles an overpass. However, within the grand scene, The combination of rough walls and bright and rich lightboxes creates a strong market style.

餐饮空间演化成多层次的社交空间，注重整体体验而非仅仅推销，并与顾客互动，以培养社区感和提升品牌意识，是当下品牌创新的核心。

The evolution of dining spaces into multi-level social spaces, emphasizing overall experience rather than just promotion, and interacting with customers to cultivate a sense of community and enhance brand awareness, is the core of current brand innovation.

在此次项目中，不仅有沉浸感的造景，趣味性的策展也构成此次空间的创新。“下班就来、停下吃肉”众多“碎嘴”指示牌警示牌组成的路标墙，比起传统餐饮空间，更像是参观一场有趣的展览。

空间顶部和柱子立面运用工地现场感的起吊装置，吊起贴满贴纸的篮筐箱子，顶部硕大的八面喇叭，体块形式的广告灯箱，空间中出现的一切道具都成为赋能品牌理念的载体——热闹开心，年轻潮流。

两个区域之间的隔断我们制作了一扇工业风格的屏风，利用金属构件、铁丝网形成自然的一道背景墙，配上文案字体和包图形，食客们能置身在喧闹街道中享受烤肉的美味。

整个空间我们都围绕着“ 韩式街景-韩式烤肉“这一概念进行设计，呈现热闹喧嚣、热气腾腾的活力感是设计精神所在，力求将品牌的力量以空间的形式传达给顾客，希望来街边铁桶用餐的消费者能感受到市井气活力满满的全新消费场景。

王可

2024.02