Project Overview

In the lush jungle, amidst the faint nightfall, between bird calls and insect chirps, the chorus of frogs rises with a splash... This is the unique impression conveyed by Wow·Charcoal Grilled Bullfrog at The MixC - a dining space brimming with natural purity and vibrant energy.
Beauty is an eternal pursuit, yet the means to achieve it are ever-changing. Located at the forefront of "urban culture and trendy fashion" in Nanchang's The MixC, the project continues the brand's style with a fashionable and grand tone while also emphasizing alignment with the ambiance of the locale. From a meal to a relationship, the color of food permeates from the outside in, transforming unrestrained trends into the soul of national fashion. In every pot and table, a unique atmosphere and sentiment are revealed. Amidst the flickering steam and halo, decorations highlight the Chinese emphasis on every meal, embodying the pursuit of atmosphere and sentiment by Wow·Charcoal Grilled Bullfrog...

Organisation

MET Creative Brand

Team

Mi Chen, Zhengyao Luan, Xiao Gu, Zhenzhou Wang

Project Brief

Matte aluminum materials juxtaposed with warm wood tones create relaxed internal and external partitions: the waiting area exudes warmth, while the interior resembles the depth of a painting. The transparency and fluidity of the space intertwine in the realm of reality and illusion, arousing endless curiosity... Above the entrance, the brand's logo stands out yet restrained, forming a well-ordered modern style alongside the arrangement of vertical and horizontal grilles and the interplay of light and shadow. Upon entering, the black terrazzo floor exudes a resolute and austere ambiance, while tall and short greenery amidst the dotted line lights resembles a jungle. Neon tube lights and extensive aluminum reflect a futuristic cyberpunk aesthetic, creating a wild and unrestrained backbone within the soft space. White stone wood tones, and flickering lights, amidst the neatly layered greenery, gentle power slowly emanates through material differences; the glass curtain wall and giant logo form a relaxed contrast, with morning light filtering through the long rainbow glass texture, creating a serene and steady visual sensation flowing within the space, harmonizing with the rhythm of metal, stone, and light fixtures. Whether it's a twosome seated together or a gathering of friends, the fresh and tender colors become an endless delight brought by Wow. Within its unique design, the youthful excitement blends with the impact of trends, offering people a joyful and intimate dining experience, where the taste of youth is captured in the present moment.

Project Innovation/Need

To break free from conventional thinking, the design departs from the previous cartoonish and approachable image, opting for a more sophisticated approach to redefine the dining atmosphere, creating the ultimate consumption experience that is delicious, fun, and visually appealing, thus winning the favor of the youth.

Design Challenge

As one of the head brands of the domestic bullfrog category, Wow has been practicing the brand strategy of "focusing on the sinking market" for the past two years, and the cartoon store image has been deeply rooted in the hearts of the people. With the increasingly mature and innovative consumer market, the public's demands for catering space are also changing. The overall upgrade, high fashion is a very important part, the overall space style needs to subvert the previous tonality, adhering to the more simple atmosphere, more in line with the design concept of commercial complex positioning, to create high-quality flagship stores.

Sustainability

This case introduces natural materials into the interior, and the wooden elements that can be seen everywhere are durable and practical. The texture and odor inherent in wood veneer create a harmonious coexistence between people, space, and nature, highlighting the beauty of the material. Cement bricks not only incorporate the warmth of humanistic craftsmanship, weakening the rugged space but also create a space atmosphere and comfort in a simple and simple form, reflecting the beauty of vitality and texture. In addition, the entire project uses environmentally friendly art paint instead of traditional coatings, reducing formaldehyde pollution and also in line with the healthy and green concept of Party A.