The "Tiger Tiger Sheng Wei Nian" series of products is inspired by the traditional handicraft cloth tiger
Starbucks intangible cultural heritage concept store batik art display can be seen everywhere Tea spread to Europe and coffee imported into China, are regarded as a major event to spread civilization, in the bustling and lively Beijing CBD, reinforced concrete room added a transparent and bright glass space, high ceiling, the use of the old Beijing courtyard roof line elements, the entire background wall of the bar, wrapped in indigo dyeing cloth, dyed cloth is hand-drawn "old Beijing Hutong" scene, as Starbucks China's first "intangible cultural heritage concept store", Starbucks Reserve Beijing Huamao Store uses a unique Chinese style and Beijing style to unite and collide Chinese and Western cultures, and uses a rich and mellow coffee time to encounter an intangible cultural heritage art exhibition.
Indigo modern version
Map of the Upper River of the Qingming Dynasty
Located on the north side of Beijing's Huamao Shopping Center, this intangible cultural heritage concept store is located in a transparent and bright independent glass house, using bronzed metal and transparent floor-to-ceiling glass windows to outline irregular spaces, while the design of the store flows with the traditional atmosphere of old Beijing.
Pushing open the door of a glass house, the first thing that catches the eye is a batik art bar, the background wall of the entire bar is dominated by a huge indigo dye cloth, covered with vivid and delicate white patterns, with the Starbucks reserve "R Star" logo, setting off a unique sense of atmosphere.
On the eye-catching indigo dye cloth, the scene of "Old Beijing Hutong" is hand-drawn with delicate and exquisite brushstrokes. The artist uses lines to outline the urban life of Beijing through ancient and modern times, which is very visually impactful. On this canvas, the scene of the "Old Beijing Traditional Hutong" is presented, which combines batik art and coffee culture. Whether it is the "old Beijing uncle" who is happy to play chess, the courier brother who shuttles through the traffic crowd, or the exquisite coffee shop located in the corner of the city, these all present a different kind of "old Beijing fireworks" for consumers who push the door in, and also have the feeling of the modern version of the Qingming River Map.
The right-hand merchandise sales area at the entrance is displayed with more than ten batik artworks that integrate batik art, coffee culture and old Beijing culture, and various batik scarves and bags are displayed here, and the national customs are instantly filled. In addition to the store decoration theme using a large number of Qiandongnan batik elements, the aprons and ties of the store guys are also specially designed with tie-dye patterns.
According to the person in charge of the store, compared with the modern sense embodied in the appearance of the building, the design inspiration in the store is derived from the Beijing hutong culture, and the ceiling uses the line elements of the stone tile roof of the old Beijing courtyard, creating a "traditional artistic conception" in the urban life wrapped in reinforced concrete, and also inheriting the traditional atmosphere of old Beijing. Through the floor-to-ceiling glass windows of the whole house, the sunset reflects this blue, making it another punch card landmark in the CBD.
In the collision of cultures
The third space gets inspired
Although it was a Saturday afternoon, the Beiqing Daily reporter saw in the store that seven or eight young people were gathered together in pairs, holding up laptops, crackling and rushing to work.
"The impression of Starbucks is all green, and I was shocked when I first came, the ceiling, showcases and walls of the store are blue, combining traditional batik art with coffee. We often need a cup of 'soul water' to refresh our minds, so that young people can drink coffee and learn more about the intangible cultural heritage of the mainland, which feels very meaningful. Ms. Su, a post-90s consumer, said that she is engaged in cultural and creative work, and she needs to go everywhere to find inspiration, and it is difficult to go out of Beijing during the epidemic, this store often allows her to empty her brain, and she even often moves the group office here to let everyone recharge.
The reporter noted that in addition to the surreal collision between intangible cultural heritage and the eating space, in this glass room to create an indigo batik space, the small blackboard in the store is written with intangible cultural salon and craft lecture information, and the bar also has coffee masters talking about hand punching small techniques from time to time.
Explore in the heritage
A tribute to intangible cultural heritage
As Starbucks' first "intangible cultural heritage concept store" in China, this batik art-themed coffee bar was created by a team of Starbucks designers and a cooperative in Danzhai County, Qiandongnan, Guizhou Province, using batik techniques that have been inscribed on the national intangible cultural heritage list. More than a dozen dye girls, which took 15 days to complete the picture, show various scenes of life in Beijing in ancient and modern times, and each painting has a lamp that can be lit, symbolizing the lights of thousands of homes.
Alice, design director of Starbucks China flagship store, said, "This store is not a pile of intangible cultural heritage artworks, we need to connect intangible cultural heritage with customers and bring them an experience of intangible cultural heritage." "Starbucks has the courage to make breakthroughs on the basis of respecting tradition, and through design innovation and commercial empowerment, it will bring intangible cultural heritage art to more young urban consumers and give them different commercial art values."
According to Tsai De-lyn, Starbucks' global executive vice president and STARBucks China CEO, the opening of this intangible cultural heritage concept store originated from Starbucks' "Rural Moms Acceleration Program". Since the official launch of the program in May 2020, 10 intangible cultural heritage cooperatives have been successfully incubated across the country, and more than 1,500 "cooperative mothers" have been provided with intangible cultural heritage handicraft training through a team of professional designers to carry out integrated design and product business empowerment. He said that the original intention of building this intangible cultural heritage concept store was to build a communication bridge between intangible cultural heritage and urban life. Starbucks is also willing to build a platform for more non-genetic heirs through its brand strength and scale.
Text/Reporter Li Jia