Capturing the "Mental Resources" of Customers to Emerge as a Crucial Marketing Asset

Daxiang Design Studio unveils Kylin Sheng, a new catering strategic model undergoing evolution that has captured the "mental resources" of customers to emerge as a crucial marketing asset.

Photo credit:
404NF STUDIO

Photo credit:
404NF STUDIO

Diners yearning for spiritual fulfillment have become increasingly prominent. In addressing that trend, Daxiang Design employs "Kyilin", the auspicious animal from The Classic of Mountains and Seas to portray the ambiance of "Zhongyuan Restaurant - Cloud Sea Secret," seamlessly integrating various culinary delights into a poetic interplay of light and shadow.

Photo credit: Fang Wenchen

Upon entering the restaurant, an amalgamation of light and shadow creates an immersive experience. Stark contrasts take center stage, beginning in the hallway. Within this dimly lit space, a colossal cloud formation captivates visual attention, while warm, gentle lighting permeates through the narrow corridor. Together, clouds and light set the tone for the entire atmosphere. Two kylin sculptures are strategically placed in the hallway to not only pay homage to etiquette culture, but also to serve as guides for visitor navigation throughout their journey.

Photo credit:
404NF STUDIO

Photo credit:
404NF STUDIO

Photo credit:
404NF STUDIO

Photo credit:
404NF STUDIO

Photo credit:
404NF STUDIO

By depicting dynamic cloud characteristics, from inception to dissipation within scattered areas, the firm showcases nature's essence. while transforming intangible elements into tangible structures that reflect their intention behind workstation design – evoking imagery of rising clouds. Additionally, garden framing techniques are employed on functional windows to further enhance aesthetics. The designer incorporates the five-petaled plum blossom as a fundamental motif, generating framed landscapes, lamps, utensils, tableware, and floor coverings, along with other installations that harmonize in terms of spatial layout and furnishings.

Photo credit:
404NF STUDIO

Photo credit:
404NF STUDIO

Photo credit:
404NF STUDIO

Photo credit:
404NF STUDIO

The rest area exudes a warm autumn atmosphere through the utilization of dark grey natural textured stone, a wooden tea table, vermilion cloth tea stools adorned with decorative paintings depicting rosy sunrises, and an accompanying flickering fire within the stove. Furthermore, the outdoor resting platform seamlessly connects to the secondary entrance. As night descends, plum blossom motifs and arc elements outline both light sources and scenery alike, enabling individuals to embrace the cold autumn without fear by basking in the radiance emitted by stars and moonlight.

Daxiang Design Studio

Daxiang Design Studio, established in 1999 by Chinese interior designer Jianyu Jiang, is an international company with a design philosophy inspired by Linquan①, which refers to the secluded places of refined scholars where beautiful scenery including mountains, forests, springs, and stones are found. Daxiang Design Studio is involved in boutique restaurants, hotels, and cultural buildings in the aesthetic context of Linquan, and also the practice and research of furnishing design, etc.

Award-winning Daxiang has been recognized by professional institutions and media worldwide for its expression of space artistic conception under the background of Oriental culture, the integration of space and environment, and the advocating of balance between space aesthetics and commerce.