The Beef is very Fresh · Chaoshan Beef Hotpot Chain (Hangzhou MixC)
Project Location: Hangzhou, Zhejiang
Project Type: Commercial Restaurant Chain
Building Area: 217 ㎡
Designer: Slow Coral Design
Published: April 2023
Photography: Ma Yigao
Hot pot, from the original "net red" to now "long red", along the way, a variety of chain brands have been born. Niu is very fresh and has developed so far, has entered the stage of deep cultivation of categories, dares to break the convention to explore a new brand road, and has a foothold in the market.
Slow Coral Design and Niu VeryFresh share the goal of interpreting new experiences, using the chaotic timeline as a narrative link, introducing the "super-present" design vocabulary under time and space, and constructing a dialogue between tradition and contemporary consciousness with an avant-garde perspective and unique carrier. Collision creates infinite tension.
Slow Coral Design and The beef is fresh share the goal of creating a breathtaking new experience. Using a distorted timeline as a connecting narrative, they introduce a "transcendental" design language within time and space. Using avant-garde perspectives and unique media, they forge a dialogue between tradition and the contemporary, creating a dynamic and engaging experience.
In an era of ever-changing trends, continuous innovation and integration are essential for brands to stay relevant. However, balancing brand identity with the promotion of traditional culture in this process requires rigorous testing. The designer combines Lingnan culture with contemporary aesthetics, translating it into a new trend in contemporary dining space experience.