浆果设计研究所｜黑牛の店，自由轴线链接平行世界

新商业时代下的革新与反叛

周博 & 蔡雨洋

浆果设计研究所联合创始人

Zhou Bo & Cai Yucai

Co-Founder of Jingle Design

商业逻辑的进化迭代下，

空间「边界」早已成为一个模糊概念。

从拒绝平庸的突破到反格式化的重塑，

「黑牛の店」因革新而生。

请随我们一起走入这场「平行世界」，

感知人、空间与食物间的焕新体验。

Amid the upgrading of business logic,the "boundary"of space has become a vague concept. From the breakthrough of rejecting mediocrity to the reshaping of anti-formatting, the Black Bull Restaurant is born out of innovation. Please follow us into this "parallel world"to perceive a fresh experience among human, space and food.

如何认知边界？在卷入创新风暴的商业时代下，“边界”并非指代终点。相反，所有的边界都是常规，等待着每一个处于多元消费语境中的我们，去突破、重塑与再造。

How to perceive boundaries? In an innovation- centered commercial era,"boundary" doesn't refer to the destination. On the contrary, as all boundaries are conventional, every one of us in a diversified consumption context needs to transcend and reconstruct.

在日式烤肉店 —— 黑牛の店中，浆果设计所扮演的正是传统边界的打破者。考量体验经济下的场景力价值，其率先以拒绝格式化的先锋主张，演绎了一个破除固有思维的“平行时空”,在革新连锁化商业下千篇一律的日式风格烙印外，又于场所体验的创新中，唤起食客、空间与品牌的情感链接。

In the Black Bull Restaurant,a Japanese Yakiniku one,Jingle Design has acted as a pioneer to break throughthe traditional boundaries.Considering the scene values in the experience economy,it has taken the lead in rejecting to be formatted,thus creating a"parallel space"that breaks fixed spatial thinking.It not only renovates the stereotyped Japanese style under the chain business,but also evokes the emotional connection between diners,space and brand in innovative experience.

“平行时空这一概念，建立在场景感知的创造上。当食客走入这里，便进入了设计师精心构设的特定情境里。在条条多维轴线的交叠下，一种陌生化的反常规体验，将人带入脱离外部世界而又沉浸于当下用餐意境的乐趣中，进而达成从深刻空间记忆至品牌商业价值的转换。”

“The concept of parallel space is based on the creation of scene perception. When diners walk in, they will enter a specific scenario elaborately created by the designers. Under the overlapping of multi-dimensional axes, a strange and unconventional experience will lift people out of the external world, and immerse themselves in the pleasure of present dining mood, in a bid to achieve the transformation from deep space memory to brand commercial value.”

如同转动了时间的齿轮，伴着幽暗而温暖的灯光烘托，曲折蜿蜒的行进动线将人引入至一场平行时空的生动情境中。而其间镂空穹顶的曲面构造，又仿若这场奇妙旅途中的精神岛屿，令人不觉沉浸其中，静享当下。

Like turning the gears of time, a winding motion line, with the dark and warm lighting, will introduce people to a vivid situation of traveling through time. The hollow dome with curved structure resembles a spiritual island in this wonderful journey, enabling people to immerse themselves into it and enjoy the moment.

“弧形、圆形的理性几何语素，往往以最简单的要素，挣脱了热潮之下的固有模式，并积淀起强烈的空间能量。”餐桌与装置两个维度的曲线，作为附着浪漫主义的优雅构造，笼罩着平行时空的别样感知，与食客的情感体验密切相连。

"The rational geometric semantics of curves and circles, often with the simplest elements, break from the inherent patterns and accumulate a strong spatial energy." The curves of the dining table and the installation, as elegant constructions attached to romanticism, envelop a different perception of parallel time and space, thus closely connecting to the emotional experience of diners.

开放与围合间，圆形空间的聚拢感与向心力，与充盈暖意的砖红与亮铜色，释放着一种松弛舒惬的包裹感。当人置身其中，围炉而餐的自在氛围无限蔓延，无论外在感官抑或内在身心，均于此刻暂别都市喧嚣、尽然褪去疲惫，沉浸于对美食的寻味。

Between openness and enclosure, the circular space's sense of gathering and centripetal force, along with the warm brick red and vibrant copper tones, exude a sense of comfort and relaxation. As a free atmosphere of dining around the fire spreads infinitely, people’s sensors and body and mind will temporarily leave the hustle and bustle of the city behind, shed fatigue and indulge themselves in delicacy.

转至细节的打磨，设计师调集点线面间的构图和光影，进而将食客的感官体验，与空间的不同触点相连。无论是有酒有故事的温馨相聚，还是静静尝美食的愉悦安然，都可以于此找到一种理想的自在状态。

Turning to the polishing of details, the designers have integrated the composition and light and shadow between points and lines, thus connecting the sensory experience of diners with different touch points of the space. Whether it is a warm gathering with wine and stories, or the pleasure of quietly tasting food, people can find an ideal state of ease here.

当将距离拉远时，食客享用烤肉的画面构成一幅生机盎然的野趣图：围坐火炉、炙烤红肉、斗牛为伴。口腹之欲和精神情感在这里均获得强烈的满足感。

When the camera zooms out, the picture of diners enjoying the roast meat forms a vibrant wild picture: sitting around the fire, roasting red meat accompanied by fighting bulls. Both the appetite and the spirit get a strong sense of satisfaction here.

“某种角度而言，这里正代表着对传统日料餐饮空间的重塑。在这个'平行时空’中，物意、意境与心境层层递进，交织相融。我们希望每一位落座的客人，都可以在这里，在包容着无穷想象的空间中，重返舒适的节奏，享受于美好的用餐体验。”

"In some way, this exactly represents a reinvention of the traditional Japanese restaurant space. In this parallel space, the material meaning, the mood and the state of mind are interwoven and blended. We hope that every guest who settles in can return to the comfortable rhythm and enjoy in a beautiful dining experience here, in a space that embraces endless imagination."

富有仪式感的用餐之美，何止在于眼前的食物，从场所、氛围至味蕾，其间耐人寻味的，总是那份不可言说的意趣。在黑牛の店中，浆果设计透过商业场景的导演功力，将这种意趣，藏在游离于日常之外的平行世界中。条条轴线、景意深深，空间之韵婉转而绵长。

The beauty of ritualistic dining is not only in the food, but also in the place, the atmosphere and the taste buds, in which the unspeakable interest is always intriguing. In the Black Bull Restaurant, Jingle Design has hidden this interest in a parallel world outside the daily life through the directing skills of commercial scenes. The space enjoys an elegant rhythm due to all axis and profound scenes context.

由此，在Z世代为主导的消费文化下，作为为革新而生的餐饮空间，黑牛の店以焕然一新的面貌，驱动消费体验的升级，并率先实现对传统日料空间的突围再造，激发品牌的无限可能。

As a result, under the consumption culture dominated by Generation Z, the Black Bull Restaurant as a eating space born for innovation, drives the upgrading of consumer experience with a new look, and takes the lead in rebuilding the traditional Japanese food space, thus stimulating the infinite possibilities of the brand.