上海鲁马滋咖啡，上海/ 室内
RUMORS（鲁马滋）的名字，脱胎于店主中山惠一先生的师傅小野善造先生的店名（kawang rumor，印尼语含“朋友·家”之意）。烘焙是鲁马滋咖啡的灵魂，他们采用特有烘焙方式、所用时间亦是别人的一倍。因此，设计师用RUMORS（鲁马滋）和ROAST（烘焙）两个词汇的首字母“R”来组成新版的双“R”日式族徽形象，以呼应品牌深层的含义和味道。
The name of RUMORS generated from the owner Mr. Nakayama’s mentor -Mr.Ono(his shop name is Kawa rumor, “friends and family” in Indonesian). Roasting is the soul of RUMORS. They use their unique roast method, and the roasting time is doubled comparing to other companies. Therefore, we doubled the intial letter “R” ( RUMORS AND ROAST) to make a new version RUMORS logo, which also repesents the Japanese emblem of RUMOR family, in order to correspond the profound meaning of the brand.
▼从室外看咖啡厅，view of the cafe from outside
此次鲁马滋咖啡前滩店的设计中，设计将RUMORS“朋友·家”这个概念进行了强化，通过一个写意的屋顶和四周偏矮的围墙营造了一种典型的日式庭院场景空间。同时，将鲁马滋在上海第一家店（湖南路店）的形象氛围植入在咖啡厅的一端，用不同的木色和材质表达出鲁马滋咖啡的“职人精神”。
In the process of designing this RUMORS NEW BUND STORE, the concept of RUMORS( “friends home” ) has been strengthened. We created a typical Japanese courtyard space through a freehand roof and a short fence around it. Meanwhile, the image of RUMORS’s first shop in Shanghai(Hunan Road store) was implanted at the rear part of the café and expressed “the spirit of the professional” of RUMORS by differentiating the wood colors and materials in interior space.
▼入口，entrance
写意的屋顶 | The freehand roof
咖啡厅内主空间顶部悬吊一架由导光棒和红铜管组成的、写意屋顶造型的大型灯具装置，遮挡了裸顶凌乱的设备及管道，亦不觉得压抑。屋檐下的一杯咖啡让人迅速进入“朋友·家”的状态。
At the top of the main space, a large-scale roof shaped luminaire installation consisted of light-guiding rods, red copper tubes is hanged up to embellish equipments and pipes,without making it a stuffy place. A cup of coffee under the eaves brings customer into the ambiance of “friends and family” quickly.
▼空间上方悬挂屋顶造型的灯具装置，lighting installation suspended above in the space
日式围墙 | Japanese style fence
所有墙面、柱面在2.3米高度以下施以灰色粗砺的硅藻泥模拟“围墙”的质感，上部则通过最简单的乳胶漆涂刷及暗藏灯带令其“消失”，缓和层高带来的空旷和疏离。设计师也希望通过这一圈矮墙的设计在室内营造一种“室外、室内、室外”的空间效果。
All the walls and columns are gray and in coarse diatom mud texture under the height of 2.3 meters to simulate the texture of the “wall“. The upper part is painted and hidden by the simplest latex paint to make it “vanish”, to lessen the void and alienation brought by the large scale of space. We also hope to create a “outdoor, indoor, and outdoor” spacial effect through the short fence.
▼灰色墙面和隐藏灯带形成“围墙”，”wall”created by gray diatom mud and hidden light belt
老朋友·家 | Old friends home
位于咖啡店尽端的迷你店铺其实是将鲁马滋咖啡以前的形象感觉延伸到新店来，这个区域作为店主亲自服务的“老朋友”区，对店家和客户都有一种非常特别的体验。店铺平面呈L型，不足百平的空间中紧凑设置了等候、收银、吧台、手冲专属区域、“老朋友区”、烘焙间、备餐间等功能空间，以及满足多人、双人、单人、临时等不同模式的消费区域。除了木、硅藻泥、水磨石等材料外，红铜的加入勾勒出空间的现代气息，并调节了其它材料的温和中庸。
The mini store at the end of the coffee shop is actually extending the image of RUMORS into a new store. As this mentioned area of “old friends” is served by the owner himself, it creats a special experience for both the owner and the customers. The shop floor is L-shaped, and the space of less than 100 flat is compactly set up with waiting space, cash register, bar counter, hand-operated exclusive area, old friends area, roastingroom, preparation room and other functional spaces, as well as meeting different modes of multiple, double, single, temporary customers in staying area. Besides wood, diatom mud, terrazzo and other materials, the addition of red copper outlines the modern spacial atmosphere, and adjusts the gentleness of other materials.
▼尽头的迷你店铺，mini store at the end of the space
▼手冲区，hand-operated exclusive area
▼聚会区，party area
▼细部，details
产品包装-咖啡豆袋及挂耳包礼盒 | Product packaging – coffee bean bag and drip coffee gift box
产品设计旨在表达品牌灵魂，同时解决实际操作的问题。设计师用鲁马滋咖啡创始人之一中山惠一先生在烘焙时的人物剪影作为视觉主题，应用在咖啡袋与挂耳包外盒图案的设计中。
Product design is focus on expressing the essence of the brand while meeting pragmatic needs. We use the silhouette of Mr. Nakayama in the roasting process as a visual theme, since Mr. Nakayama is the founder, and also the exemplary of RUMORS’s core value. This pattern is used in the design of the coffee bag and the gift box.
▼产品设计，product design
挂耳包产品将标志色做了百分比递增，直观表达了鲁马滋四种不同的烘焙度。外盒边缘特别设计成燕尾结构，易于开启。鲁马滋咖啡豆子品类非常丰富，约三十几种。咖啡袋的侧面设计为鲁马滋常备咖啡豆的列表，亦按照烘焙度分为四列，售卖时只需店员勾选即可。解决包装袋库存、品类等问题的同时，更方便客户了解鲁马滋的全系产品。
By increasing the proportion of logo color, The drip coffee bag directly expressed four different roasting standards of RUMORS. The outer edge of the gift box is a dovetail structure which is user friendly. RUMORS’ products varies, more than 30 kinds of coffee beans included. The side of the coffee bag is designed to list RUMORS’s standing coffee beans. It is also divided into four rows according to roasting degree. Clerks mark on the name list accordingly when selling beans. This design not only solved the problem of stocking and categorizing, it is more convenient for customers to get information of the varity of RUMORS products.
▼标志，Logo
▼平面图，plan
