內容摘自 WHY WOULD

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隨著國內眾多連鎖企業逐步重視店鋪的獨特性，外物WHY WOULD設計事務所受仟吉KENGEE委託，在武漢重奢商圈華潤永珍城內為其品牌打造一個跳脫於其以往傳統門店的全新店面形象。

As many domestic chain enterprises gradually pay attention to the uniqueness of their stores， WHY WOULD design studio has been commissioned by KENGEE to create a new store image for its brand in Wuhan‘s luxury business district， MIXC， which is a departure from its traditional stores。

作為中國十大烘焙品牌，仟吉KENGEE已在華中地區已開設近400家直營門店。

As one of the top ten bakery brands in China， KENGEE has opened nearly 400 directly-managed stores in Central China。

WHY WOULD

WHY WOULD

引言

Introduction

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空間原狀 WHY WOULD

專案位於中國武漢永珍城商圈內，為一處三角形場地，且區域性頂面受限於管道影響，層高與利用率十分受限。

The project is located in the MIXC business district in Wuhan， China。 The site is a triangular shaped site and the partial roof is restricted by piping， which limits the height and utilization of the space。

在專案的方案設計中，外物WHY WOULD 根據專案的實際狀態

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，利用場地三角形的特點，把原本專案的劣勢透過設計的手法轉化為此次設計的基本元素—

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，從而對空間進行重新探索與延展。

In the scheme design of the project， WHY WOULD adapts to the actual state of the project，taking advantage of the triangular character of the site， the disadvantages of the original project are transformed into the basic element of the design - the triangle， thus exploring and extending the space again。

設計概念 WHY WOULD

作為幾何圖案的基本圖形，三角在空間中以不同的形態延展並運用，乃至進行強調。

As the basic figure of geometric patterns， the triangle is extended and used in different forms in space， and even emphasized。

WHY WOULD

WHY WOULD

從空間的整體到細小的區域性，從地面的收銀操作檯/產品展示臺，到頂面的動態展示屏，乃至外牆面的燈具，都遵循著空間三角形的圖形原則進行設計與定製，以此保持空間語言的完整性。

From the whole of the space to the small parts， from the cashier’s counter/product display on the ground， to the dynamic display screen on the top， and even the lighting on the exterior wall， all follow the graphic principle of spatial triangle for design and customization， so as to maintain the integrity of the spatial language。

WHY WOULD

WHY WOULD

三角形

Triangle

因地制宜

，時長01：30

仟吉自營農場 仟吉KENGEE

三角形

關注自然、四季、土地和食物的關係，從田野和節氣中汲取靈感，堅持“自家農場，新鮮烘焙”，將自然中純粹的新鮮帶到大眾面前是仟吉KENGEE的企業理念。

Focusing on the relationship between nature， the seasons， the land and food， drawing inspiration from the fields and the seasons， insisting on “home-farm， fresh baking” and bringing the pure freshness of nature to the public is KENGEE‘s corporate philosophy。

從農田到廚房，從廚房到消費者。外物WHY WOULD 希望找尋其中彼此連線的紐帶，透過空間中的某種介質來建立彼此之間的聯絡，以形成相互之間的關聯。

From the farm to the kitchen， from the kitchen to the consumer。 WHY WOULD wants to find the link among them to connect with each other， to establish a connection between them through some medium in the space to form a tandem with each other。

WHY WOULD

WHY WOULD

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在時 在地 在野

IN TIME TO LAND FOR WILD

空間中的傳送帶 WHY WOULD

結合仟吉KENGEE其品牌擁有自營農場的優勢，外物WHY WOULD 意圖把農場中的新鮮食材，透過「

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」這種介質，使其在時、在地的美味傳遞至店面中，同時將分散的空間進行串聯與整合，從而對創新性與實驗性進行表達。將天然、健康、樸素的理念融入至空間內，回到烘焙的原點，從“食物從何而來”開始。

Combined with KENGEE’s advantage of owning its own farm， WHY WOULD intends to deliver the fresh ingredients from the farm to the store through the medium of “conveyor belt”， so that the deliciousness in time and place can be delivered to the store， while linking and integrating the scattered spaces， thus expressing the innovation and experimentation。 The concept of naturalness， health and simplicity is integrated into the space， going back to the origins of baking， starting with “where food comes from”。

WHY WOULD

WHY WOULD

WHY WOULD

WHY WOULD

WHY WOULD

外物WHY WOULD透過對當下行業的不斷探索以及對企業的深入研究，在仟吉KENGEE武漢永珍城店以全新店面形象進行呈現，試圖使消費者感受到一個正在變化且耳目一新的仟吉KENGEE。

WHY WOULD， through continuous exploration of the current industry and in-depth study of the enterprise， presents a new store image in KENGEE Wuhan MIXC， trying to make consumers feel a changing and refreshing KENGEE。

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仟吉KENGEE

仟吉，2000千禧年創始於武漢，優選自營農場的食材，製作出新鮮的現烤麵包和蛋糕甜品，成為眾多年輕家庭的首選。華中烘焙連鎖領導品牌，堅持自家農場、新鮮烘焙，每年服務5000萬華中顧客。目前仟吉在湖北、湖南、河南、安徽、廣西五省開設近400家直營連鎖門店。

KENGEE， founded in Wuhan in 2000 millennium， has become the first choice of many young families for its fresh， freshly baked bread and cakes and desserts made from ingredients preferably from its own farms。 The leading bakery chain brand in Central China， insists on its own farm and fresh baking， serving 50 million customers in Central China every year。 KENGEE currently operates nearly 400 directly-managed chain shops in five provinces - Hubei， Hunan， Henan， Anhui and Guangxi。

WHY WOULD

Name | 專案名稱：

仟吉KENGEE烘焙 武漢永珍城店

Location | 專案地點：

WUHAN · CHINA | 中國 武漢

Area | 專案面積：

110㎡

Client | 專案委託方：

仟吉KENGEE

Date | 完成時間：

05。2022 | 2022年05月

Design Firm | 專案設計方：

外物 WHY WOULD 設計事務所

Interior Design | 主案設計：

XUAN 湯 璇

Draw Design | 圖紙設計：

夏金

VI Design | 平面標識設計：

仟吉KENGEE

Analysis Chart Design | 分析圖設計：

肖強

Article | 撰文：

XUAN 湯 璇

Photographer | 攝影：

外物 WHY WOULD 設計事務所

Construction | 專案施工方：

武漢東星建立裝飾設計工程有限公司

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案例來源“外物設計事務所”