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Original Chicken

Extra Form

Country	China
Year	2022
Award	WINNER
Affiliation	Nature Times Art Design
Designer	Wei Jinjing
English	Original Chicken is a mid- and high-end Chinese catering brand that has almost 20 years of history. With consistent dedication to ingredient sources, the brand has pioneered a whole-chain standard of “farm to table” in Chinese fast food sector. It by far has more than 800 restaurants, and its first restaurant in South China is sited in Shenzhen, a young and energetic garden city. The design of this restaurant responds to the brand's philosophy of providing ecological and organic food, and draws inspiration from nature and soil.
Native	老乡鸡是定位中高端快餐连锁的中国餐饮品牌，已经有近20年的发展历史，其一以贯之的核心价值在于专注食材的源头，为中式快餐行业开创了“从土地到餐桌”的全产业链标准。迄今800+门店的基础上，老乡鸡华南首店选择在了年轻而明媚的花园城市深圳，设计亦契合品牌的原生态和有机理念，汲取大自然和土地作为创意灵感之源。坐落福田CBD地标商业综合体的首层转角位置，深圳旗舰店主打“还原农场”的概念主题，探索传统中式餐饮体验的实验性变革。源自于土地的色彩，提炼为低饱和度的用色方案，再赋形于土、木、石、棉、麻等天然材质的界面，于快节奏的都市生活背景中，在碎片化时间的繁忙与悠闲之间，引导健康可续而遵从自我的新生代生活方式。土壤红的主色附着于建筑双立面，自带感观尺度上的自由与轻盈，嵌入金属格栅和大面积的通透玻璃，连同外摆区和绿意盎然的户外花园，贴合这座城市四季如夏的气候，亦最大限度地向全年龄公众释放亲和的邀请。城市与农场、红与绿、曲与直、朴质与精致，多元矛盾的碰撞却又互为协调的组合。
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