EK DESIGN

EK DESIGN由毛桦女士于2021创立，是于强设计事务所旗下的设计品牌。EK是一家设计机构，专注于从时尚和艺术的角度表达人与空间之间的情感联系。

EK DESIGN, founded by Ms. Mao Hua in 2021, is a vanguarding design brand brand under YuQiang & Partners. EK is a design agency that focuses on expressing the emotional connection between people and space from a fashion and artistic perspective.

茶在年轻人中已经过时很长一段时间了。对于茶叶行业的企业来说，如何为茶叶注入新的活力，吸引人们的兴趣来理解和消费，已成为当务之急。如何赢得年轻人的支持？换句话说，如何吸引他们？

Tea has been out of fashion among young people for quite some time. For businesses in the tea sector, how to breathe new life into tea and attract people's interest to understand and consume it has become a priority. How to win over young people? In other words, how to attract them?

PURE NFTEA是一个位于深圳市福田区C未来城的茶叶品牌。该品牌由一位年轻的企业家所有，他的家族从事茶叶行业已有数十年，拥有自己的茶园和工厂，品牌名称“PURE”是“普洱”的音译。作为一个年轻人，客户希望以新鲜的方式诠释茶文化，挑战年轻人对中国茶的认知，将茶介绍给年轻一代，并建立一个吸引他们的潮流茶饮料品牌。

PURE NFTEA is a tea brand situated in C Future City, Futian District, Shenzhen. Owned by a young entrepreneur whose family has been in the tea business for decades, with their own tea plantation and factory, the brand's name "PURE" is a transliteration of "Pu'er". As a young individual, the client hopes to interpret tea culture in a fresh way, challenge young people's perceptions of Chinese tea, introduce tea to the younger generation, and establish a trendy tea beverage brand that appeals to them.

“我们的目标是让茶文化与年轻人对话，而不是让他们了解它。”为此，EK Design创造性地重新诠释了空间，翻新了空间布局，并将新思想与旧结构相结合。通过利用茶的风土，设计团队还改变了传统的空间体验，创造了一种动态的冲突，吸引了年轻一代，并让他们融入茶文化。

"We aim to let tea culture speak to young people rather than asking them to learn about it." To that end, EK Design creatively reinterpreted the space by renovating the spatial layout and combining new ideas with old structures. By making use of the terroir of tea, the design team also transformed traditional spatial experiences and created a dynamic conflict that appeals to younger generations and engages them in tea culture.

该空间由室内和室外区域组成，这两个区域都有一个三角形的水平面。就空间关系而言，茶叶店和它所在的购物中心相互吸引流量。因此，设计师在创造独立风格方面面临着更多的挑战，但也有更多的自由将灵感付诸实践，这意味着“更多的开放、自由和创造力”。

The space is comprised of both indoor and outdoor areas, both of which have a triangular horizontal plane. In terms of spatial relations, the tea store and the shopping mall where it sits mutually attract traffic. Therefore, the designers faced more challenges in creating an independent style, but also had more freedom to put inspiration into practice, which means "more openness, freedom, and creativity".

为了应对建筑中被视为“负空间”的锐角三角形水平面的挑战，设计团队大限度地利用了空间，同时大限度地减少了狭窄感。

In this way, an asymmetrical yet balanced frame was constructed on the horizontal plane, defining a new space in a deconstructive manner.

内容策划 / Presented

✚

策划 Producer ：Design Poem

图片版权 Copyright ：EK DESIGN