（虚拟消费时代）

旗舰店

存在的价值是什么？

In the era of virtual consumption.

What is the value of a flagship store?

思考的起点

在一个现代化历史文化商区中，如何充分彰显品牌的独特魅力？如何将文旅场景与当下年轻人喜爱的品牌深度融合，实现传统元素的焕新表达？

茶百道宽窄巷子旗舰店项目，遵循文旅运营的逻辑展开设计。设计师审美让位于游客对场景的感知共鸣与文化的在地适配，不追求刻意的艺术化表达，营造的体验偏向直观的而非抽象的，鲜活的而非疏离的。

How to fully showcase the unique charm of a brand in a modern historical and cultural commercial district? How to deeply integrate cultural and tourism scenes with brands that are popular among young people today, and achieve a renewed expression of traditional elements? This is the starting point for thinking. The flagship store project of Chabaidao Kuanzhai Alley follows the logic of cultural and tourism operation in its design. Designer aesthetics give way to tourists perception and resonance of the scene, as well as local adaptation of culture, without pursuing deliberate artistic expression. The experience created tends to be intuitive rather than abstract, vivid rather than distant.

策略 探索

茶百道全球首家手作旗舰店选址成都宽窄巷子,以“游园探川”为设计主题,融合川西非遗文化与当下茶饮商业模式,通过在地文化探索(非遗元素解构重组运用)、地标共生化(宽窄巷子文旅融合),商业业态交叠(日茶夜酒模式),探索了茶饮商业空间的边界可能性,帮助品牌从“功能型消费”向“体验型消费”发展。

The worlds first handmade flagship store of Chabaidao is located in Kuanzhai Alley, Chengdu, with the design theme of Exploring Sichuan and Seeking Drinks. It integrates the intangible cultural heritage of western Sichuan with the current tea beverage business model. Through local cultural exploration (deconstruction and recombination of intangible cultural heritage elements), landmark symbiosis (integration of Kuanzhai Alley culture and tourism), and overlapping commercial formats (day tea night wine model), it explores the boundary possibilities of tea beverage commercial space and helps brands develop from functional consumption to experiential consumption.

Touring the garden

exploring the valley

游园

探川

上下两层空间，以“游园探川”为故事线，串起茶园初探、探川市集、茶酒共作、廊下共饮、上房揭瓦五个主题体验区。

The space consists of two levels, with Exploring the Garden and River as the story line, connecting five themed experience areas: tea garden exploration, exploring the river market, tea and wine co creation, drinking in the corridor, and peeling tiles in the upper room.

初识茶园，于庭院廊道间自由探索 游逛

First encounter with tea gardens, freely explore and stroll through the courtyard corridors

二进院落兼具北方四合院的对称秩序与围合静谧，也融汇了川西民居的通透与灵动。天井引光入室，回廊相互连通，花窗错落映景，使空间在光影流转间呈现出温润的层次感。人在其中行走，既能感受建筑的秩序与平衡，也能体会自然渗入日常的柔和诗意。

The second courtyard combines the symmetrical order and enclosed tranquility of a northern quadrangle courtyard, as well as the transparency and agility of Western Sichuan residential architecture. The courtyard leads light into the room, the corridors are interconnected, and the flower windows are scattered to reflect the scenery, creating a warm sense of hierarchy in the space between the flow of light and shadow. Walking in it, one can not only feel the order and balance of the architecture, but also appreciate the gentle poetry that permeates into daily life.

游·庭院廊道

设计最大程度地保留了原有的建筑结构，仅增加一条外廊道激活空间，将垂直动线流转起来，让空间在行走之间被重新唤醒。旧建筑的静谧与新的流动性相互交织，形成一种克制而有生命力的平衡。

The design maximizes the preservation of the original building structure, only adding an external corridor to activate the space and circulate the vertical flow, allowing the space to be awakened during walking. The tranquility of old buildings is intertwined with new fluidity, forming a restrained yet vibrant balance.

竹编装置为载体，完成“日茶夜酒”两种业态切换

Using bamboo weaving equipment as a carrier, complete the switch between two business formats of day tea and night wine

空间以中央吧台为核心，白天售茶、夜晚售酒，在同一场域中切换不同氛围。灯光随节奏律动，流动的光脉带来鲜明的视觉节奏感。整个装置犹如昼夜更迭的节点，为空间持续注入能量，让场所始终保持活力与互动性。

The space revolves around a central bar counter, serving tea by day and wine by night, transforming its ambiance within the same setting. The lighting pulses rhythmically, like flowing veins, creating a vivid visual cadence. The entire installation resembles a heart, continuously infusing the space with energy and maintaining the venues vibrancy and interactivity.

竹编，承载着匠人手作的温度，交错的结构与天然的肌理，适配茶饮的清新感。

Bamboo weaving carries the warmth of craftsmanship, with interlocking structures and natural textures that match the freshness of tea drinks.

夜晚灯光透过竹编洒下的斑驳光影

呈现出契合酒类消费的氛围

At night, light through the bamboo casts dappled shadows,

setting a mood for drinks.

该装置由UND与当地非遗团队共创而成，前后历经二十多道工序。让流传两千多年的道明竹编，以庞大的体量和前卫的造型亮相。吧台下方以活字印刷的方式展示在地文化，上方非遗竹编化身异形装置，缠绕于房梁之上。

The device was co created by UND and a local intangible cultural heritage team, and went through more than 20 processes before and after. Let the Daoming bamboo weaving, which has been passed down for over two thousand years, make its debut with its massive size and avant-garde design.Displaying local culture through movable type printing below the bar counter.Above, the intangible cultural heritage bamboo weaving transforms into a unique device, wrapped around the beams of the house.

设计团队有三大初衷：●以直观的视觉表现力，让非遗工艺被看见●依托品牌受众的年轻属性，打开这门手艺新的可能性●是在同一个空间之中，完成“日茶夜酒”两种业态氛围的转换。

We have three main intentions: To make intangible cultural heritage craftsmanship visible through intuitive visual impact. Relying on the youthful attributes of the brand audience, open up new possibilities for this craft. It is the transformation of the atmosphere between the two business formats of day tea and night wine in the same space.

让游客在独特的茶饮体验中，直观感受川蜀文化

Let tourists experience Sichuan culture firsthand through a unique tea-drinking journey

一个装置，一幅蜀绣，一面墙的木雕，构建出独特的视觉叙事，延展出新的空间秩序。材质的肌理、光影的流动，都在无声地讲述着手工的温度与文化的沉淀，让人不自觉地放慢脚步，在观察与细品中感受东方工艺的质感与深度。

A device, a piece of Shu embroidery, and a wooden carving on one wall create a unique visual narrative and extend a new spatial order. The texture of materials and the flow of light and shadow silently narrate the temperature of craftsmanship and the accumulation of culture, making people unconsciously slow down and feel the texture and depth of Eastern craftsmanship through observation and refinement.

人们迷恋匠人的手艺，赋予非遗手作远超工业品的价值，因为每一件作品背后，至少历经百年光阴，饱浸几代人、甚至几十代人的心思和汗水。在非遗工艺失落的语境中，我们希望做一个引子，让游客自主接收属于自己的那一份文化感知。

People are obsessed with the craftsmanship of craftsmen, endowing intangible cultural heritage handicrafts with value far beyond industrial products, because behind each work, at least a hundred years have passed, soaking the hearts and sweat of several generations, even dozens of generations. In the context of the loss of intangible cultural heritage craftsmanship, we hope to present an incision that allows tourists to independently receive their own cultural perception.

西字型的空间形态，四周压低，中间敞开，一座高耸的阁楼。内廊道围绕吧台缓缓展开，外廊道的长窗设计，形成穿堂风与良好的采光。

The spatial form is in the shape of a Western shape, with the surroundings lowered and the middle open, creating a towering attic. The inner corridor slowly unfolds around the bar counter, while the long window design of the outer corridor creates ventilation and good lighting.

白天，日光能进到屋内

夜晚，灯光能透出廊道

During the day, sunlight can enter the house

At night, lights can penetrate the corridor

茶百道IP形象“熊猫茶茶”，与蜀锦、川剧、剪纸等非遗文化，深度融合进空间之中，让游客在独特的茶饮体验中，直观感受川蜀文化氛围。

People are obsessed with the craftsmanship of craftsmen, endowing intangible cultural heritage handicrafts with value far beyond industrial products, because behind each work, at least a hundred years have passed, soaking the hearts and sweat of several generations, even dozens of generations. In the context of the loss of intangible cultural heritage craftsmanship, we hope to present an incision that allows tourists to independently receive their own cultural perception.

以“探川”为线索，呈现一系列灵感设计的周边产品

Taking Exploring Sichuan as the theme, a series of inspired design peripheral products are presented

所有设计都由人的“三观”作底层支撑，它像一个无形的引力场，虽无法直观捕捉，却真切地塑造着空间的形态与体验的流向。就像在空间搭好一个兼具秩序与弹性的框架，让品牌与文旅方在框架内赋予空间新的故事和温度，让空间焕发独有的生命力。

All designs are underpinned by human three perspectives, which function like an invisible gravitational field. Though intangible, it profoundly shapes the form of space and the flow of experience. It is akin to constructing a framework that balances order and elasticity within the space, allowing brands and cultural tourism entities to imbue it with new narratives and warmth, thereby awakening the spaces unique vitality.

以“探川”为线索，呈献一系列以川蜀文化和宽窄巷子为灵感设计的周边产品。

Taking Exploring Sichuan as the theme, a series of peripheral products inspired by Sichuan culture and the Kuanzhai Alley are presented.

将品牌“熊猫茶茶”IP结合场地形成互动探索体验感

Combine the IP of the brand Panda Tea Tea with the venue to create an interactive exploration experience

迈步在外廊道上，可以俯瞰胡同概貌以及老建筑的屋顶样式。廊道尽头，熊猫茶茶斜卧高处，怀搂酒瓶晒太阳，几分漫不经心的戏谑感，带出成都独有的松弛。

Stepping on the outer corridor, one can overlook the overview of the alley and the roof style of the old buildings. At the end of the corridor, Panda Tea is lying diagonally on a high place, holding a bottle of wine and basking in the sun. With a casual and playful feeling, it brings out the unique relaxation of Chengdu.

原始木梁柱的纹理承载着老建筑的记忆，它们与现代设计元素相融合，共同讲述着传统与当下交织的空间故事，使文化在空间中得以延续和重生。

The texture of primitive wooden beams and columns carries the memories of old buildings, and they blend with modern design elements to tell the spatial story of the interweaving of tradition and the present, allowing culture to continue and be reborn in the space.

长窗连通上下里外，形成多面向的对视节点

尺度刻意压窄，犹如长卷框住建筑内部景致

Long windows link inside and out, creating layered views.

Narrow proportions frame the interior like a scroll.

游川地之韵

探百道之饮

Savor the rhyme of Sichuan.

Explore the tea of chapanda.

结语/CONCLUSION

UND为茶百道宽窄巷子旗舰店打造一个可感知、可沉浸的立体空间，在宽窄巷子这一独特位置中，设计完成了一场传统茶文化与当代生活的对话。将品牌IP“熊猫茶茶”与蜀地文化符号进行创意解构，空间布局借鉴宽窄巷子的街巷肌理，巧妙规划出多重节奏的体验动线。原生木材的温润、现代金属的利落与四川传统建材的质感并置，在对比中引发关于“新”与“旧”的思考。整个空间体验如同一杯精心调配的茶饮，层次分明，余韵悠长。游客从进入，到探索互动，再到品饮回味，全程沉浸于一场循序渐进的、关于川蜀茶文化的“风味叙事”之中。

UND has created a perceivable and immersive three-dimensional space for the flagship store of Chabaidao Kuanzhai Alley. In this unique location of Kuanzhai Alley, a dialogue between traditional tea culture and contemporary life has been designed. We creatively deconstruct the brand IP Panda Tea Tea with the cultural symbols of Sichuan, and draw inspiration from the street texture of Kuanzhai Alley in spatial layout, cleverly planning a multi rhythm experiential flow. The juxtaposition of the warmth of native wood, the sharpness of modern metal, and the texture of traditional Sichuan building materials triggers a reflection on new and old in comparison. The entire spatial experience is like a carefully crafted tea drink, with distinct layers and a long-lasting aftertaste. Tourists are immersed in a gradual flavor narrative about Sichuan and Sichuan tea culture, from entering, exploring and interacting, to savoring and reminiscing.

项目信息▼

Project information

项目名称：茶百道·成都宽窄巷子旗舰店

项目地点：成都市宽窄巷子景区

项目业主：茶百道

竣工时间：2025/05

项目面积：514㎡

设计公司：UND设计事务所

团队主创：马英康 王润维 张明统 马衍浩

设计团队：陈希雯 萧展灏 谭炫华 张紫淇 莫受觉 杨洁柔

项目策划：UND/茶百道

传媒管理：洪乐琳/UND

品牌视觉：东西制造局/茶百道

施工团队：四川金宇明通建筑装饰有限公司

照明顾问：光叕 - Owen

主要材料：麻石 竹编 黑色莱姆石 老榆木 磨石

项目摄影：小乐

竹编艺术家：杨隆梅团队

特别鸣谢：茶百道·业主团队

UND设计事务所创立于广州，团队主要聚焦于商业品牌体验市场，为各行业品牌探索新型商业发展方向并提供创意设计服务，以严谨的专业设计服务和多维创作思考为每个项目带来高溢价的设计价值。团队主要服务设计范围有商业品牌体验、空间设计、家具设计、品牌视觉等领域。

团队立足于本土文化，关注商业趋势及市场动向，通过制定科学合理的设计策略，对空间进行创新性体验设计。同时我们探索协同共创的工作模式，挖掘设计的更多可能性与丰富性，以多维的视角，回归以用户体验为表达重点，最终形成独特的品牌终端文化输出。

Established in Guangzhou, UND Design Firm focuses on the commercial brand experience market, exploring new commercial development directions for various industry brands and providing creative design services. With rigorous professional design services and multidimensional creative thinking, they bring high premium design value to each project. The teams main service design scope includes commercial brand experience, space design, furniture design, brand vision, and other fields.

The team is based on local culture, paying attention to business trends and market trends, and innovatively designing experiential spaces through the development of scientific and reasonable design strategies. At the same time, we explore the working mode of collaborative co creation, explore more possibilities and richness in design, return to user experience as the focus of expression from a multidimensional perspective, and ultimately form a unique brand terminal culture output.