Space

Maries Chocolate Queen

Extra Form

Country	China
Year	2022
Award	GRAND PRIZE
Affiliation	GID International Design Co., Ltd.
Designer	Gary Zeng
Description(English)	Chocolate is the international language of LOVE. This creative business space that GID created for M+ Chocolate Queen is a new conceptual experience space integrating brand, culture, trend and art. The project is a reconstruction of the original old factory building and it will be another cyber celebrity in the Shanghai alley. The brand takes "love, hope and emotion" as its cultural core. Compared with the simple high-end product line, anchoring a cultural atmosphere and deriving peripheral products will be the wind vane of the future trend market.
Description(Native)	巧克力是“爱”的国际语言。GID为M+巧克力皇后打造的创意商业空间，是集品牌、文化、潮流与艺术于一体的新型巧克力概念体验空间。项目为原有旧厂房改造，将是弄堂里的又一网红圣地。品牌以“爱、希望与情绪”作为文化内核，相比单纯的高端品线打造，锚定一个文化氛围并衍生周边产品，将是未来潮流市场的风向标。 馥郁浓香、甜中带苦的巧克力，总让人想起爱情。设计师以空间剧场的形式，致敬柴可夫斯基的芭蕾舞剧《天鹅湖》。故事讲述了被妖人洛特巴尔特用魔法变为天鹅的公主遇见了救赎他的王子，最终爱情的力量战胜了魔法。此次空间构思即由天鹅湖的四幕舞台串联而成，打造一处关于“爱情与巧克力”的主题概念店。 “我们希望用巧劲来进行空间的解读和表达，通过设计来思考品牌和空间的关系、体验者和空间的关系。这些关系构筑起一个品牌的当代性和美学价值主张，也是我们希望在M+马利巧克力店呈现的一种创新与探索。”——Gary曾建龙
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