'Haocailou' by SIG Design: Innovation in Resturant

Haocailou

Resturant for SIG Design

How to highlight Shunde culture and attract young people is difficult. In Shunde culture, Haocai means good luck, a sense of festival, rich and beautiful color, or colorful fabrics. Therefore, the project applied a large number of lanterns, traditional colors, and multi-layer materials to form a lively atmosphere and present Shunde culture. Phoenix means auspicious and is also a nickname for Shunde, so the designers took the phoenix as the theme to echo Haocai to express happiness.

SIG Design 2023 Agency Silver Press Kit № 143404

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Haocailou by SIG Design

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Resturant by SIG Design

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SIG Design Haocailou

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SIG Design Resturant

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Haocailou Resturant Press Releases

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Haocailou Resturant Media Articles

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Unique Properties

How to highlight Shunde culture and attract young people is the difficulty. In Shunde culture, Haocai means good luck, a sense of festival, rich and beautiful color or colorful fabrics. Therefore, the project applied a large number of lanterns, traditional colors and multi-layer materials to form the lively atmosphere and present Shunde culture. Phoenix meaning auspicious and is also a nickname for Shunde, so we took phoenix as theme to echo Haocai to express happiness.

Production Technology

Desktop research and on-site market research about Cantonese cuisine and Shunde cuisine. On-site visit to learn about Shunde culture.

Design Challenge

How to make the project highlight the cultural characteristics of Shunde, distinguish it from the daily Cantonese culture and attract the attention of young people, is the difficulty of our design. The handrails are used as beams to support the overall weight. The yellow-stained stairs are magnificent and concise, like a dragon hovering up. The traditional Shunde cuisine is changed to dining at the bar. The top of bar is based on a double-layer phoenix boat, which has the function of a wine rack. Going up, the corners of the eaves of the building are built with acrylic imitated glazed bricks, and the glass inlaid in the ceiling is reflected layer by layer, giving it a surreal touch. The third floor is for private rooms, and the intention is derived from Shunde fish lanterns. The scattered dot layout also solves the problem of insufficient number of private rooms.

Project Duration

The project located in Fengshengli SH started in July 2021 and finished in December 2021.

Operation Flow

Stairs：The handrails are used as beams to support the overall weight. The yellow-stained stairs are magnificent and concise, like a dragon hovering up. Bar of second floor: The traditional Shunde cuisine is changed to dining at the bar. The top of bar is based on a double-layer phoenix boat, which has the function of a wine rack. Going up, the corners of the eaves of the building are built with acrylic imitated glazed bricks, and the glass inlaid in the ceiling is reflected layer by layer, giving it a surreal touch. The third floor is for private rooms, and the intention is derived from Shunde fish lanterns. The scattered dot layout also solves the problem of insufficient number of private rooms.

Research

Type of Research: Internet research, offline market research Research Objectives: Cantonese and Shunde cuisine, Shunde culture as well. Methodology：Design innovation, brainstorming, workshop Data collection and research tools: Wechat, reports pool, DIAN PING Paticipants: Ray Lee, Jiani Feng, Feng Yu Insights: After market research, we found that the public's image about Shunde cuisine is vague, and it is often confused with Cantonese cuisine. Cantonese dishes and restaurant designs are quite traditional, and there is no obvious difference between brands. Therefore, family customers or the elderly are the most important customer group. And more innovative, more refined Shunde cuisine can fill this gap. The project is located in Fengshengli, Shanghai, which is a Shanghai-style cultural district and also a fashion destination for young hipsters from day to night. The location of Fengshengli and the consumer group determine that this is a very innovative restaurant for fashionable people. Customers here would like view a tradional culture been presented in a modern way.

Inspiration

A visit to local folk museum of Shunde and inheritors of intangible cultural heritage, which helped to explore how to make modern works with traditional handicrafts. We adopted images of traditional culture and intangible cultural heritage in a modern way, e.g., the traditional daliang fish lanterns, Shunde phoenix Crown, phoenix boat, bridal Sedan chair, Guan Gong Lion, Gambiered Canton Gauze to highlight Shunde culture. Innovations on construction technology, dining experience and floor plan as well.

Image Credits

Image #1-#5: Photographer Yinhui Gu, Haocailou, 2021

Project Overview

Haocailou Resturant has been a Silver winner in the Interior Space and Exhibition Design award category in the year 2022 organized by the prestigious A' Design Award & Competition. The Silver A' Design Award celebrates top-tier designs that embody excellence and innovation. This award acknowledges creations that are not only aesthetically pleasing but also highly functional, reflecting the designer's deep understanding and skill. Silver A' Design Award recipients are recognized for their contribution to raising industry standards and advancing the practice of design. Their work often incorporates original innovations and elicits a strong emotional response, making a notable impact on the improvement of everyday life.

Silver Recognition

SIG Design was recognized with the coveted Silver A' Design Award in 2023, a testament to excellence of their work Haocailou Resturant.

SIG Design Press Releases

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Haocailou: A Modern Interpretation of Shunde Culture in Restaurant Design

SIG Design Unveils Haocailou, a Fusion of Traditional Craft and Modern Innovation in Shanghai

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