生活

艺术

风味与风格的时间叙事

上海不仅是全球咖啡市场最活跃、竞争最激烈的城市之一，也是全球化、本土化以及品牌能力的终极实验场。CaptainGeorge 风味博物馆全新形象坐落于此，由 2025 年世界咖啡烘焙大赛（WCRC）冠军彭近洋（Captain George）创立，其专业烘焙、顶级生豆供应链和赛级品质在业内深受从业者与资深爱好者的青睐。

Shanghai stands as one of the most dynamic and competitive hubs in the global coffee market, serving as the ultimate proving ground for globalization, localization, and brand innovation. Amid this bustling metropolis lies the newly reimagined Captain George Flavor Museum, founded by PENG Jinyang, known as Captain George, the champion of the 2025 World Coffee Roasting Championship (WCRC). Celebrated for his mastery of roasting, access to premium green bean supply chains, and competition-grade quality, Captain George has garnered deep respect from industry insiders and passionate coffee aficionados alike.

01

Studio Profile 工作室简介

Studio Introduction

Some Thoughts 由李京泽先生于 2020 年创立于上海，是一家空间设计研究工作室。我们不断地探索、判断概念的独特性，以直接、纯粹的穿透力直击偏见和规则。

日常性的思考往往比项目中发挥更重要。我们需要对当下的已有的大众共识作出回避，去探索那些未被开发的或者不起眼的元素，通过个体的直觉去判断、挖掘它们在审美与功能上的可塑性。

在我们的案例中，空间与家具、材料与陈列，都是建立在记忆点与体验性上的思考，Some Thoughts 希望能更完整地赋予作品独特的设计语言。始终坚持对商业绩效的充分尊重与创新思维的不断迭代。通过案例的表现，纯粹而深度的探索设计逻辑与商业策略之间的关系。

空间、装置、细节和物料是非固定且无边界的想象载体。我们通过概念来探讨超越当代背景的空

间和局部之间的关系，并探索或预留概念中的偶然性，拒绝紧绷和平庸。

Founded in Shanghai by Jingze Li in 2020, Some Thoughts is a Spatial Design and Research Office. We constantly explore and estimate the uniqueness of any design concepts, to break through the stereotypes and regulations in the light of direct, pure penetrations of design.

The daily perception towards the mundane are important in our projects. To avoid common understandings, Some Thoughts envision to explore elements that are not developed before and discover any possibilities both in aesthetics and functionality by individual instinct.

Every spatial intervention, furniture, material and installation are set memorable and experiential in our projects. Some Thoughts endow each project with special design narrative and follow commercial as well as creative upgrading. By virtue of our practice, we would like to

ponder on the relationship between sophisticated design logic with commercial strategies.

The Space, Installations, Details and Materials are the embodiments of humans imaginations, of which are amorphous and boundless. Some Thoughts aspire to transcend the relationships between contemporary space and its partials within by our perceptions for design, to discern or reserve the occasionality embedded in each concept, to avert the dissonance and mediocrity in our projects.

▼项目概览

overall of the project

建筑入口内退形成的门洞，既保留了建筑的体量感同时也为即将切换的场景提供了情绪上的过渡。

The museum’s entrance, designed as a recessed portal, maintains the building’s imposing volume while offering an emotional segue into a distinct experiential space, preparing visitors for the journey ahead.

▼入口

entrance

空间由日常咖啡区、拼配豆零售区以及赛级豆冲煮区组成。不同体验场景的叠加，搭载专业的服务体系 CaptainGeorge 正以更立体的方式与消费者展开交流。按照他的想法，风味博物馆不需要一个崭新的空间，而是要打造一个“复古的”，更具工匠精神与时间质感的空间。

Inside, the space is thoughtfully segmented into three distinct zones: a casual coffee lounge, a retail area for custom-blended beans, and a dedicated brewing space for competition-grade beans. These overlapping environments, underpinned by a meticulous service framework, enable Captain George to connect with customers on a richer, more multidimensional level. His vision for the Flavor Museum eschews the allure of a sleek, modern space in favor of a “vintage” aesthetic—one steeped in craftsmanship and a profound sense of history.

日常咖啡区

Daily coffee area

▼拼豆零售区

Pindu retail area

▼赛级豆冲煮区

Competition-level Dripping Area

“复古风格”不止于视觉上的“怀旧”，本质上是人类对时间的文化重构与精神实践。Some Thoughts 认为精品咖啡是“反效率”的，其本质是对时间价值的坚守。因此我们需要从空间、展陈、照明、装饰等多个视角勾勒出关于“时间叙事与风味体验”的基本关系。

This “vintage style” transcends mere visual nostalgia; it embodies a cultural reimagining of time and a spiritual dialogue with the past. The design team at Some Thoughts views specialty coffee as a counterpoint to efficiency, a celebration of time’s intrinsic value. Accordingly, the design weaves a narrative of “time and flavor” through various lenses—spatial arrangement, curatorial displays,

lighting, and decorative elements—to create a cohesive experience.

▼复古风格

Retro style

空间中工业感的黑钢定制道具与咖啡设备、器具的结合，不仅是美学上的协同，更是功能主义的深度契合。但咖啡的本质是人文，而非机器。复古的中古家具、陈设与做旧艺术涂料的大量叠加，使场景传递专业感的同时更饱含温度。

The industrial edge of custom black steel fixtures harmonizes with coffee equipment and tools,achieving both aesthetic synergy and a profound commitment to functionalism. Yet, at its heart,coffee is a human endeavor, not a mechanical one. The liberal use of vintage furniture, carefullyselected artifacts, and weathered artistic finishes imbues the space with warmth, balancing its professional rigor with an inviting ambiance.

▼工业感

Industrial sense

精确性、耐用性以及专业性是拼配豆定制零售区的客观需求，整齐排列于立面的黑色铸铁柜在满足收纳功能的同时也是品牌对品质甄别及精细划分的追求。

In the custom blended bean retail area, precision,durability, and expertise are non-negotiable. The orderly array of black cast-iron cabinets along the facade not only serves practical storage needs but also symbolizes the brand’s relentless pursuit of quality and meticulous categorization.

步入后场内，这里的出品相较于前场则更偏向 CaptainGeorge 的主观感受。长形吧台贯穿于赛级豆冲煮室，关于风味的理想实践与顾客的感官体验成为了长桌上的焦点。

Venturing into the back area, the focus shifts to Captain George’s personal interpretation of flavor. A long bar counter stretches through the competition-grade bean brewing room, transforming the space into a stage where the pursuit of perfect flavor and the sensory delight of patrons converge as the centerpiece of interaction.

▼后场

backcourt

CaptainGeorge 风味博物馆，提供的不仅仅是一杯咖啡，更是一个以咖啡风味为核心的独特

体系。而这往往是风味、系统与美学的综合产物。

Ultimately, the Captain George Flavor Museum offers far more than a cup of coffee; it delivers a singular ecosystem centered on flavor—a masterful blend of taste, design, and aesthetics.

02

创作团队

Creative team

项目名称：CaptainGeorge 风味博物馆

项目地点：上海市静安区太原路 236 号

空间与道具设计：SomeThoughts 空间设计工作室

工作室网站：somethoughts.cn

媒体问询：press@somethoughts.cn

主创设计师：李京泽

设计团队：向国、付晓如、金强

项目业主：贵州乔治晨睿咖啡有限公司

主要用材：艺术涂料、仿水磨石瓷砖、米黄麻石、旧木板、做旧黑钢、做旧黄铜、菱格夹丝玻

灯光设计：杭州荣熙照明工程有限公司

施工团队：上海慧弘建设集团有限公司

室内面积：150㎡

设计时间：07/2023-03/2024

建造时间：03/2024-10/2024

摄影：SFAP

Project Name：Captain George Flavor Museum

Location：No. 236, Taiyuan Road, Jingan District, Shanghai

Space and Display Design：Some Thoughts Spatial Design Studio

Website：somethoughts.cn

Media Inquiries：press@somethoughts.cn

Lead Designer：Li Jingze

Designers：Xiang Guo，Fu Xiaoru, Jin Qiang

Project Owner： Guizhou George Chenrui Coffee Co., Ltd.

Main Materials：Artistic Paint, Imitation Terrazzo Tiles, Beige Marble, Reclaimed Wood Panels,

Weathered Black Steel, Weathered Brass, Diamond-Patterned Wire-Reinforced Glass

Lighting Design：Hangzhou Rongxi Lighting Engineering Co., Ltd.

Construction Team：Shanghai Huihong Construction Group Co., Ltd.

Interior Area：150 sqm

Design Period：07/2023-03/2024

Construction Period：03/2024-10/2024

Photography：SFAP

设计共壹体

Some Thoughts 空间设计工作室

Some Thoughts Spatial Design and Research Office

成立年份：2020

year of establishment: 2020

创始人及主创设计师：李京泽

founder - principal designer: Jingze Li

工作内容：室内设计 | 陈列设计

design scope: interior design | installation design

地址：上海市静安区陕西北路 203 号二楼 1 室

Address: Room 01, Second Floor, No 203 of North Shanxi Road, Shanghai, 20040

网站：somethoughts.cnwebsite: somethoughts.cn

项目咨询：info@somethoughts.cngeneral enquiry: info@somethoughts.cn

媒体咨询：press@somethoughts.cnpress enquiry: press@somethoughts.cn

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