"Zhuan"【2021 DESIGN CHINA 100】Interview with Zhu Haibo in SIAD Story Space——The most valuable part o

New Works | Shaping the Brand Space of BEEER PARK First of all, we have to solve the problem of project naming: when the owner establishes the positioning, we believe that the naming should be direct and easy to spread, and "BEEER" with one more e than beer is ready to come out. But the connotation of one more E is actually more than just one more E, which implies a huge amount of information: Enjoy, Energy, Ecstasy, Eden, Enigma... The infinity of E is concise and rich in meaning. We have done VI positioning and design for the brand of BEEER PARK, which is in line with the three-dimensional logo font punched out of the door. The overall color plan is also black and white, and we have designed the anthropomorphic symbols of Bill Beeer and Parker Beast IP. The image is intended to distance itself from its peers in terms of communication and identification. The first thing to solve is the project name. When the owner first established its positioning, we thought that the name should be direct and easy to spread and therefore the name "BEEER" with one more “E” than “beer” is almost certain

. Otherwise , what the one more E means is actually more than one E, which implies a huge amount of information: Enjoy, Energy, Ecstasy, Eden, Enigma ... E is infinite, concise and rich in meaning. Then a VI positioning and design for the BEEER PARK brand was done, which is in one continuous line with the three-dimensional logo rushed out of the door header. The overall color plan is also black and white, and the anthropomorphic symbols of Bill Roaring Beast and Park Roaring Beast IP are designed, aiming to distance itself from peers in communication and identification. ▼ project appearance, the exterior view Then there is the issue of field. Known as the main commercial base of Guicheng, Qiandeng Lake is also famous for its streetscape lined with high-rise buildings. In such a concrete forest, there is also an oasis that provides spiritual healing. One of the oases, BEEER PARK, is located on the first floor of Poly Plaza adjacent to Qiandeng Lake in the financial center area of Foshan. However, the location of the space is located behind Poly Plaza. At the initial stage, the owner was particularly worried about the lack of traffic due to the remote location on the edge, but solving the problem is also one of the thinking advantages of our design team. The building provides us with an extended single-family expansion space, so solving the appearance of the building may be a good opportunity to solve the drainage. Next comes the field problem. Qiandeng Lake, well known as the main commercial base in Guicheng, is also famous for its streetscape with skyscrapers. In such a cement forest, there is also an oasis to provide spiritual healing. BEEER PARK, one of the oasis, is located on the first floor of Poly Plaza adjacent to Qiandeng Lake in Foshan financial center. With the relatively marginal location behind Poly Plaza, the owner was particularly worried about the low pedestrian volume in the initial stage. However, solving the problem is Also thinking advantages of our designers. The building provides us with an extended single-family expansion space, so the appearance of the building may be a good opportunity to solve the problem of introducing interflow of population.Using "stainless steel honeycomb panel" as the base material, Crazy Metal has developed "stainless steel shaped walls, stainless steel hanging column, stainless steel partition chandeliers, and stainless steel DIY cabinets" suitable for high-end projects.