ABInbev, a global consumer packaged goods giant, approached ASIG Design to design, develop and realize their Goose Island Brewhouse in Shanghai, China as a part of their multi-country global rollout. Located at a highly anticipated new site in the heart of Shanghai, the historically sensitive Shikumen style building took center stage that nods to local Chinese beer culture and fluidly juxtaposed interior elements of the brand’s stong Chicago roots.
The interior space is completely dominated by the dramatic view of sleek stainless steel brewing vessels that contrast with a backdrop of raw urban Chicago style through red fired brick walls, white domed ceramic subway tiles and reclaimed US barn wood oak flooring. Structural modifications to the 2F floor plate opens up the space and gives way to a dramatic view of an uplit concrete pitched roof flanked by a large fan. Half chrome bowl top lights softly warm wood ceiling panels on both floors overarching a traditional brew hall experience on 1F and a more intimate dining experience on 2F.
As Yershari continues to expand in the Chinese market so does the brand continue to refine its image to capture a stimulation hungry Chinese F&B consumer market. The brand has spent a significant amount of time developing a multi-function storefront where passing mall patrons can quickly purchase take-away Xinjiang delicacies like packaged nuts, fresh nan bread and quintessential Xinjiang lamb kabobs, a move that has thrusted Yershari into a lucrative and rapidly expanding fast casual market segment.
The raw space coincidentally laid out similar to the brand’s hugely successful Superbrand Mall location (also design by ASIG Design) where customer seating pinwheels around a central axis performance stage, giving every customer a clear view of Yershari’s signature, periodic Xinjiang dance routines. The stage is highlighted from above by a custom fabricated bronze metal mesh center piece and subtle hand painted moroccan patterns on four adjacent columns. The meticulously detailed multi-function storefront delivers a modern retail bazaar feel flanked with arabian canopies, decoration hand selected from Kashgar and modern display lighting.
ASIG Design was commissioned to project lead the design of Starbucks third global flagship in China. Located at Taikoo Li in Chengdu, the historic context blending with new urban fabric of the site significantly influenced the concept by alluring the brand to nod to traditional Sichuan customs while still appealing to a fashionable young customer.
Situated at a prime location of this incredibly successful new retail development, the simplicity of the open, simple facade pulls in the approaching customers by the warm glow of the interior. Large 3-meter wide fold up glass windows truly completes the connection between in and out. The three story space is knitted together by a open stair piercing through the center of the floor plate creating a variety of interesting seating options. Main materials used are terra-cotta and wood, both traditionally used in Sichuan province as building materials, warm the spacee through the ceilings, fixtures and floors.
Yershari is Shanghai’s leading Xinjiang restaurant chain that strives to give customers an authentic taste of China’s largest province, which is inhabited by a range of minorities similar in culture to those of the middle-east. At the same time, Yershari’s restaurant needs to appeal to an increasingly savvy, young and affluent Chinese customer that demands an international modern style. 耶里夏丽作为上海新疆餐饮连锁企业的领军品牌，致力于向客户展示类似的于中东感觉的中国最大少数民族聚居地的原汁原味。与此同时，耶里夏丽的餐厅也需要通过国际化的现代风格来吸引品味日益提升的中国年轻顾客。
• Location地点: Shanghai, China中国上海
• Area面积: 300sq.m.
• Project Year项目年: 2016
SuperModelFit, a fitness lifestyle brand started by famous Chinese model Masson Ge, opened it’s second location since its recent creation on idyllic Jianguo Rd amongst tree lined streets. One of the driving concepts for the brand is creating a homey, bright, comfortable space for its all-women clientele to exercise in an environment that emphasizes no judgments.
The architecture took a leading role in this 3 story, 300 sq.m. space that was renovated from an old Shikumen, Shanghai's unique alleyway building typology originating in the 1920s. The entrance through a plant flanked courtyard into a vibrant retail corner as you approach the reception lends the client’s desire to expand her already strong brand into product. Leaving the second floor ceiling's original elm wood exposed drove the layout and functionality of two separate studios that with the slide of a removable partition becomes one large spacious floor for large classes or events.
Lanna Coffee’s first retail store spawned from its successful wholesale business where it hoped to provide its homegrown Chinese coffee to a wider customer base in Shanghai. The core concept behind Lanna’s brand and retail store is ‘farm to cup’, which emphasizes freshness in local product at a time when most Chinese coffee outlets are importing coffee beans from other countries.
Designed as a progression from a natural landscape at the outside space to a refined creation of a cup of coffee at the interior, material choice was of utmost importance. Natural, local stone and reclaimed wood on the exterior mimics that of mountainous Yunnan province from where Lanna sources their coffee beans. Polished copper, oil stained teak wood and a refined menu board with Lanna’s signature columbia blue creates a sense of refined coffee production.
Yershari is Shanghai’s leading Xinjiang restaurant chain that strives to give customers an authentic taste of China’s largest province, which is inhabited by a range of minorities similar in culture to those of the middle-east. At the same time, Yershari’s restaurant needs to appeal to an increasingly savvy young Chinese customer demanding an international modern style.
The most obvious and striking element in the restaurant is a center focused plan with seats revolving around a stage highlighted by two large custom designed and manufactured lighting fixtures. The spacial concept was driven by one of Yershari’s signature experiences, a periodic traditional Xinjiang dance performance during dining hours. The space is further broken into dining zones featured by distinct decor and furniture however every seat in the restaurant has a clear view of the dance stage.
Curves, a well-known global fitness brand, invited ASIG Design to design its flagship fitness center in Shanghai, China under a fresh and exciting rebrand in the Chinese market. Focusing primarily on a burgeoning middle class of savvy 30-somethings Chinese women, Curves set out to revamp the female-only fitness club based on a list of design principles: fresh, light, social, fun, curvy, techie.
The space is divided into three sections: fit bar/lounge, fitness area and internal office/change room. Curves signature purple color was used in cozy fabric walls and customized exercise equipment next to brushed stainless steel details that give the user sense of technology and fun. Images of healthy women of all ages are sprinkled amongst clean minimal white walls in order to inspire good health in all guests that use the space.