Keywords: publicity personality; Modern elements; Utilization of old things; Color matching
Tengai Panda Cafe is located at No.0/04, Huaihai Road, Xuzhou City. This is the former national war department. It was once the garrison to resist US aggression and aid Korea and the headquarters of Taierzhuang Campaign. There are 26 houses in the compound, which used to be army offices. It has been built into a modern urban leisure gathering place with red history and culture as the background, integrating business, leisure and exhibition. There are six formats in the block: theme catering, leisure catering, characteristic bar and senior club. This project is listed as the key urban construction project of 2010-201in Xuzhou, and the key commercial project of Yunlong District of Xuzhou Municipal Government.
The combination of modern elements and modern elements in China
Because this house is an old building, the main beam and main load-bearing wall of Tengai Panda Cafe have retained their original features. But why does Tengai Panda Cafe look like a very modern restaurant at first glance? The main reason is that its appearance is made of transparent glass with a metal frame. Glass material is a typical way of modern architecture. It is transparent and more modern. From this perspective, it is also in line with the post-80s people's desire for innovation and courage. However, if you carefully taste it, you will find that most traditional elements with China characteristics are actually used in it, such as posters on the walls, which are the main symbols of Tengu Panda, a national protected animal and national treasure unique to China, and the colors of red and yellow are the colors of our national flag. The red radioactive line is like the light of the stars in the five-star red flag, which indicates that the country is in a glorious period. The panda's hat and shirt are the military clothes of the Republic of China, which is in line with the cultural theme and design style of this compound, because the main buildings of this compound are buildings in the style of the Republic of China, and the national flag in Figure 3 represents the symbol of that period. This reflects the post-80s nostalgia, as well as the unique feelings and memories of that special period in the 1980s. This is also an important purpose of modern theme restaurants, that is, not only eating and drinking tea, but more importantly, rushing over, remembering and releasing the pressure in life. It is these characteristics that have aroused the resonance of many post-80s guests, and the bits and pieces of childhood come into view. This combination of modern style and modern style is a form of mashup, which is very popular in design circles at home and abroad. For example, its symbol panda, as we mentioned just now, is a military hat in the Republic of China, but normal pandas are all black and white, and this panda's ears are one big and one small, one black and one white, with funny expression and creativity. It uses the asymmetry principle and complementary color principle in modern art to highlight the characteristics of this panda, which is impressive and unforgettable. China's modern elements are very harmoniously combined with modern elements.
Fusion of two graffiti elements
In addition to the above characteristics, the theme restaurant also has the highlight of personalized graffiti. The advantage of personalized graffiti is that it can change the content on the graffiti page at any time as needed, replacing the relatively rigid business model of traditional restaurants. Graffiti art was born in the United States in the 1960s, and developed into an important post-modernist art form in combination with hip-hop culture. At first, the wall was the main expression medium of graffiti. Later, subways, communities and stations all became the expression places of graffiti art. Later, with the intervention of some academic artists, graffiti art really entered the formal art halls such as galleries and exhibition halls. From this point of view, graffiti art mainly simplifies and beautifies some decorative patterns through semiotic principles at the beginning, making them look more beautiful, and its role is to decorate the surrounding environment; In addition, because its creative way is more casual and free than traditional painting, it also has another function that the creator uses graffiti to vent his inner feelings, which is mainly manifested in different shapes, rich colors and distinctive personality. In modern design, many designers draw lessons from graffiti to design product patterns, which makes graffiti art not only a thinking activity, but also a new industrial force with high added value, bringing people more leisure, humor and relaxed feelings. Mostly used for graffiti creativity in advertising design, while Tengai Panda Theme Restaurant applies graffiti art to the field of interior design. First of all, as a theme restaurant, its graffiti is not only decorative, but also promotes the restaurant around its theme. Creative thinking method is an idea or concept that can fully reflect and meet people's material or emotional needs. The basic requirements are novelty, novelty, truthfulness, thinking and planning. Use creative graphics to speed up the dissemination of information, convey the content of goods, convince consumers and mass groups, so as to achieve the purpose of promoting consumption [2]. We can see that although the following four pictures are different in creative techniques, they all have one thing in common, that is, the use of the panda logo.
Outstanding logo can make customers have a deeper impression on the theme of the restaurant, and the style is relatively unified. They all use simple lines to create graffiti images with distinct personalities. In terms of color, the graffiti in theme restaurants inherits some characteristics of traditional graffiti art, such as pure black, red, lemon yellow and sky blue, which makes the contrast stronger. These all reflect the personality of the post-80 s young people, eager to show themselves, and shocked every customer visually and culturally. It can be said that this is a very successful and cost-saving commercial artistic marketing scheme.
Representation of trisyllabic features
Color plays a very important role in interior design, which can be said to be the soul of interior design. Different colors will produce different emotional effects, and different age groups have different preferences for color matching. According to the age level of post-80s personality theme restaurants, we can see that they are mainly young, so some restaurants use orange-red shapes or reddish-brown dining tables to highlight the warm and peaceful atmosphere. The characteristic of this color is that it will greatly increase people's appetite.
We all know that warm colors such as red and orange can make people feel happy and excited, but there is also a problem, that is, it will take a long time and sometimes even make people feel irritable. Therefore, in the design of the restaurant, some cool colors were added, such as the tender green sofa and dark gray floor tiles, which eliminated the customers' irritability. In addition, color actually has a sense of space and weight. First, warm colors appear. It takes up a lot of space, so generally speaking, in the process of interior design, we generally don't recommend using warm colors in all smaller spaces, while cool colors will make the room look empty. This design is different from ordinary restaurants, as shown in Figure 9 and Figure 10. It adopts a modern and popular mix and match style, combining cold and warm, giving customers a very special visual enjoyment.
Application of Derivative Products and Personalized Equipment in Restaurants
In addition, in order to highlight the theme, the theme restaurant has also developed many related derivative products. The traditional derivative product of animation art is to transform its artworks into products from artistic creation. Derivative products have played the role of "seeing things and thinking about drama". The derivative products developed by theme restaurants are related products created for profit, such as coasters, matchboxes, sugar packets and so on. These products not only played a practical role, but also attached the address and website of the restaurant and the head of its main logo panda, which played a role in spreading restaurant culture, such as matches, and promoted many customers who smoked after meals.
As mentioned above, the post-80s generation was born in a special era and background, and they all have some nostalgia and nostalgia. Because life was not very rich in the early 1980 s, people in this era have a common feature, and things are rare, so they cherish old things all the more. This is not only an object, but also an idea. Moreover, the price of old things is relatively cheap, which is cost-effective as an ornament and can also play a warm atmosphere.
The heater in Figure 15 is another special device independently developed by the theme restaurant, which plays a heating role and is in harmony with the colors of indoor furniture and articles, making the environment of the restaurant more warm. It is also a major feature of the restaurant.
Five? label
With the diversification of interior design, theme restaurants have become one of the important popular trends. Theme restaurants in China emerged in the 1990s. Although it has not appeared for a long time, it has developed rapidly. The biggest feature of personalized theme restaurants after 1980s is that they are endowed with some theme cultural connotations. The interior design of the restaurant is closely related to the specific theme logo and cultural atmosphere. Based on the case of Tengai Panda Cafe, this paper analyzes the logo, derivative products, indoor space form, color, material and furnishings in the theme restaurant, and expounds the special needs and design ideas of post-80 s modern people. The emergence and development of personalized theme restaurants give people a new understanding of culture, which is a design concept worth popularizing and learning.
References:
Yao Ting. On the application of graffiti art in modern packaging design [J]. Modern Decoration (Theory), 2011(4): 81-82.
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[3] Dana. Philosophy of Art [M] (translated by Fu Lei) Beijing: People's Literature Publishing House, 1983: 35-72.
[4] Ma Xinfan. The industrial value of animation from art works to derivative products [J]. Grand view of art, 2011(1): 82-83.