智
艺术指导：邓雄均 /
CD. Xiaolv /
AD. Deng Xiongjun /
设计师：邓雄均 / 韩雅旭 / 小绿 /
摄影师：邓雄均 /
D. Deng Xiongjun / Han Yaxu / Xiaolv /
P. Deng Xiongjun /
摩菜菜市场坐落北京，改造于一座三层高的传统红砖建筑。委托人想打造一个不同于传统菜市场的第三空间，期望能满足附近5公里内全年龄段居民的生活配套服务需求，同时能吸引更多年轻人前去打卡。这实质上是对传统菜市场的一次升级尝试。我们和委托人达成的一个视觉策略是强调一种「陌生的熟悉感」。菜市场改造很容易把过去很市井，很混乱的东西或感觉都抹掉，变得更现代和更先进。但一方面，我们始终觉得市井和一点点混乱才是菜市场的灵魂。另一方面，我们担心这样的改造对中老年人来说不够友好。到了像我父母，祖父母一样的年纪，会变得依赖自己熟悉的事物。面对陌生的，变化太多的东西，会有一些紧张，尽管他们不说。菜市场是一个扎根于生活本身之中的场域，是他们每天都会去的地方，我们需要在做升级尝试的时候，小心地去维护熟悉感给他们的安全感，让他们可以舒服，自在，轻松的为整个家庭选购食材。因此我们从以往菜市场很常见的塑料筐，竹篮，编织袋上提取线条和格子纹路作为基础元素，并借用了市井氛围浓厚的传统招贴广告的表达习惯，虽然做了一些更接近现代审美偏好的处理，但还是希望能让大家在里面看到一些过往熟悉的影子。logo创意则来源于每一个市场都会有的公平称，并取形于抽象化的餐桌。因为“新鲜食材从菜市场走进千家万户，最后汇聚在我们的餐桌之上”。
Our Clients expect the market to meet the needs of all age groups in the neighborhood while attracting more young people to visit. We look for inspiration from the plastic baskets, bamboo baskets and woven bags that used to be common in vegetable markets in the past. And combine the expression habits of past posters, so that the visual not only meets the aesthetics of young people, but also gives middle-aged and elderly residents a greater sense of security through some familiar elements.
Our Clients expect the market to meet the needs of all age groups in the neighborhood while attracting more young people to visit. We look for inspiration from the plastic baskets, bamboo baskets and woven bags that used to be common in vegetable markets in the past. And combine the expression habits of past posters, so that the visual not only meets the aesthetics of young people, but also gives middle-aged and elderly residents a greater sense of security through some familiar elements.