Client: Chai
Work:
- Branding
Business Card
Menu
Display Menu
Drink Menu
Dessert Menu
Posters
Banner
Custom Utensils
- Print and Online Advertising
- Interior Decoration
- Event Planning
2022 Lunar New Year Full Plan & Execute
- Social Media Content
Photography
Content Writing
Posters
Website
Location: New YorkDate: 2021 - 2022
Details: Located in Manhattan's Broadway neighborhood, Chai's location attracts tourists from all over the world, as well as old New Yorkers living nearby. In order to bring the pure culture of Beijing, China to New York, and integrate it into the metropolitan environment with a new pattern, we refer to Beijing's traditional architectural structures, as well as folk visual elements.
︎
四合院 Siheyuan
Siheyuan is a type of quadrangle houses, in which the courtyard is surrounded by houses from four sides. Only the old Beijingners inherit Siheyuan.
It is usually inhabited by large families and provides a relatively secret courtyard space from the outside world. The design implies the strict hierarchy in Chinese tradition and Yin-Yang philosophy.
Element: Craved wooden window, Tiles, Fruit tree
︎
胡同 Hutong
Same as Siheyuan, Hutong is another architectual style that represents Beijing's
Folk Culture. Hutong is a very narrow street sided by houses and stores. It is a closed culture, and the essence of this culture is "forbearance". Most of the Beijing citizens are self-disciplined, take care of what is wrong, and love to watch the lively, but they don’t like to meddle in their own affairs, stay out of it and watch from the sidelines.” In short, under the premise of this “forbearance” thought, Beijing citizens in the hutongs live a quiet, comfortable, Peaceful life. There is no intrigue here, there is no self-interest, there is only tranquility and indifference.
Element: Stone floor, Narrow walking space, Boston ivy
︎