TAIHOOO's "Metaverse": A surreal dining space with a futuristic atmosphere
With the emergence of the Metaverse, the underlying technologies that support its development are gradually becoming more refined and mature. As typical technologies in the industrial Metaverse, VR/AR/MR and holographic projection technology are increasingly favored by businesses and consumers in creating commercial forms.
In this era of abundant material wealth, the sensory pleasure brought by food can no longer satisfy the demands of today's consumers. Especially among young consumers, there is a desire for more immersive and interactive consumption experiences. Therefore, we have introduced the concept of the "metaverse" to TAIHOOO.
This time, we have classified the venue of TAIHOOO Yi Sushi as an NFT, which will serve as a "virtual land" in the TAIHOOO Metaverse. Using the NFT as the entry point, we have created a series of fragmented elements to compose the space.
Based on the venue conditions and our vision for the TAIHOOO brand, we aim to create an "unknown territory" that is more distinctive and mysterious as a whole, providing an experience beyond usual scenarios and injecting strong traffic into the venue.
Unknown Territory
The interior design features natural materials in simple forms and organic shapes, reflecting the simplicity and minimalism of Japanese traditional culture.
The operational area is covered with tiered structures resembling a temple, with a grey color scheme emphasizing the use of earthen materials.
The design continues the roughness and strong sense of depth from the previous store in Shenzhen, while enhancing the tension of the shapes, and the interplay of light and shadow further strengthens the texture of the walls.
Blue Light Column
We have enclosed the original column in the space with blue glass and transformed it into a "blue glowing column", continuously infusing energy into the space, making it more enjoyable.
The fragmented design elements stimulate people's curiosity and sense of mystery, enhancing the space's "NFT" attribute. Every change in perspective towards the entire space will evoke different feelings.
We have embodied the tiger tail element of the TAIHOOO and placed it in the middle of the space as a transitional object, while also giving it the function of serving surrounding guests as a food preparation counter.
Unknown Channels
We have placed five "channels" on the ceiling of the space, and no one knows where they will lead. They appear to be random gateways to other worlds.
The "wooden passage" serves as the lighting system in the space, providing a comfortable illumination with warm wooden tones to create a more pleasant dining atmosphere.
The composition of ceiling and floor elements makes the space intriguing. Being immersed in this entire space feels like arriving in a parallel universe, providing customers with an unprecedented sense of novelty.
The seating area still maintains a strong sense of TAIHOOO themed decor. We have installed a large block as a suspended ceiling above the seating area, enveloping the entire space. This enhances the visual impact while also reinforcing the space and privacy of the seating section.
We will prominently display the tiger-head logo at the entrance of the store, incorporating well-placed and thoughtfully deconstructed elements throughout the space. Every corner of the space will be intriguing and worthy of exploration.
In the realm of catering services, foot traffic is currently in crisis. After tasting extended periods of online shopping, consumers are seeking brands that can enhance their daily experiences through connection, emotion, and inspiration. These values will be essential factors in attracting them back to physical commercial streets and shopping centers.
Client
Sushi Taihooo
Location
Zhongzhou Bay C Future City, Shenzhen, China
Area
155 m²
Completion Date
2022.12
Design Firm
E Studio
Lead Designer
Fan, Junjian
Zhou, Xuanzhuo
Design Team
Hao, Xingyun
Liu, Ying
Deng, Changyi
Photographer
Zhang, Chao
Luo, Canhui