消费力的提升和数字化的便利，推动着新兴的消费模式和消费力量的嬗变及成型，中国正加快步入新的消费时代。在新消费力量涌动、新消费主义盛行的今天，如何协助喜茶这一当红的新式茶饮品牌传递个性主张，一展其在品类创新、体验创新、业态集合上的商业战略姿态，迅速敏捷地优化每一个可能的消费接触点，营造“沉浸式”的互动消费体验，成为TOMO 東木设计在深圳首家喜茶LAB旗舰店创作中的核心逻辑。

The improvement of the consumption level and the convenience of digitization have promoted the transformation and formation of new consumption patterns and consumer groups. China is now accelerating its entry into a new ERA OF CONSUMPTION.  Today, in face of the new consumer groups and new consumerism, how can we help HEYTEA , a popular new-style tea brand, to convey its individuality and to demonstrate its business strategies in product innovation, experience innovation and business integration? Optimizing every possible consuming procedure and creating IMMERSIVE and interactive consumer experience are the basic logic for TOMO DESIGN in the design of Shenzhen Heytea Lab.

追溯项目本源，以起承转合的序列式观景节奏，注解建筑的艺术语境。建筑外立面保留建筑原始灰砖，同时以转角渐变的方式穿插金属砖块，传统底蕴注入新的视觉装置艺术。

Tracing the origin of the project, the designer interprets the artistic context of the building with a sequence of landscape. The facade of the flagship store is covered by gray bricks, which is interspersed with metal bricks to show both traditional beauty and a youthful atmosphere.

随着多元消费时代的到来，以及消费者对场景消费的需求变化，给零售企业带来了诸多挑战，喜茶却总是那个将挑战转化为机会的特例，始终保持着随机应变、与消费者需求相匹配的核心能力。创作围绕着深圳喜茶LAB旗舰店的市场定位与商业逻辑展开，是一次洞察喜茶消费者内在思维的设计探索，捕捉了从商品消费转向体验消费、社交消费的过渡与融合，满足了消费者对场景体验的全新想象。

In the new era of consumption, demand for diversified consumer experiences has brought great challenges to retails. However, HEYTEA has regarded it as a great opportunity to attract more customers. According to its market positioning and business strategies, the designer for Shenzhen Heytea Lab is a successful practice based on the analysis of the current consumption habits and trends. By integrating commodity and experience with social function, Shenzhen Heytea Lab is devoted to providing a brand-new consumption experience for customers.

项目名称| 深圳欢乐海岸喜茶LAB店

Name | HEYTEA LAB（Shenzhen OCT Harbor Store）

项目地点| 中国深圳

Location | Shenzhen，China

项目面积| 1200㎡

Area | 1200㎡

项目业主| 喜茶

Client | HEYTEA

完成时间| 2019年09月

Date | Sep.2019

设计范围| 建筑改造、景观设计、室内设计、电子艺术装置

Design scope | Building renovation 、Landscape、Interior design 、Electronic art installation

设计机构| TOMO 東木筑造

Studio | TOMO DESIGN

主案设计| 陈贤栋、肖菲

Interior Design | Uno Chan、Xiao Fei

协助设计| 廖筱璇、何婧、罗泽双、彭思赟

Cooperative Design | Liao Xiaoxuan、Joey He、Jason Luo、Yun Peng

摄影师| 肖恩

Photographer | Sean

主要材料| 灰白麻石、银色砂面金属、火山岩、金属肌理砖、岩板、LED透明屏幕

Main Material | Gray and white Granite、Metallic silver sand surface、Volcanic rock、Metal texture brick、Sintered Stone、LED transparent screen

材料品牌名称| 华汇诚、德赛斯、名人堂

Material brand | H Art Materials Shenzhen、TECHSIZE、Hall of Fame