{"meta":{"id":"https:\/\/api.iclient.ifeng.com\/ipadtestdoc?aid=ucms_7wd6AELnFCT","type":"doc","o":"1","documentId":"ucms_7wd6AELnFCT"},"body":{"newStatus":"1","documentId":"ucms_7wd6AELnFCT","staticId":"ucms_7wd6AELnFCT","title":"令餐饮遍布全国连锁的秘密,在这里!","shareTitle":"令餐饮遍布全国连锁的秘密,在这里!","thumbnail":"http:\/\/d.ifengimg.com\/w150_h106_q100\/x0.ifengimg.com\/res\/2020\/E6DFE9B3E39326CA3771DA97BE87D6502A284E72_size712_w880_h586.png","source":"COHIM","author":"","editorcode":"weMedia","editTime":"2020-05-21 10:54:26","updateTime":"2020\/05\/21 10:54:26","wapurl":"http:\/\/\/\/feng.ifeng.com\/c\/7wd6AELnFCT","introduction":"","wwwurl":"http:\/\/\/\/feng.ifeng.com\/c\/7wd6AELnFCT","commentsUrl":"ucms_7wd6AELnFCT","commentCount":0,"text":"
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说到餐饮美食,常会伴随着一股烟火气。古往今来正是这股烟火气,香味四溢,撩拨的人的味蕾。<\/p>
从前“酒香不怕巷子深”而今高楼林立,我们恨不得令人人都知道自己有家“网红”店。而刘道华老师正是伴随着这些知名品牌,慢慢的成长起来。<\/p>
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山居荣府·杭州<\/p>
富阳境内富春山色<\/p>
作为大董的御用空间设计师,刘道华的作品涵盖大董旗下诸多品牌,还包括西贝、海底捞、全聚德等,这些朗朗上口的知名餐饮也曾邀请他作设计,在北京,每个十公里就有一栋办公楼出自他手。<\/p>
民以食为天<\/p>
“吃会令人更有精神,吃饱了才有力气做事情。”这是祖辈们时常挂在口中的教诲。那个年代,食物只求吃饱吃好,倘若饭馆能够整洁干净已是最好。<\/p>
以上我们说得都是内在的食物赋予的灵性之美,而一位秀外慧中的女子,前面还需“秀外”的装点。如同身材之于服装,除去要合身之外,还需展现气质与内涵。<\/p>
随着人们赋予吃的需求不断地提高,对于食物的追求已经不单单是吃本身。吃成为一种仪式,是对食物的敬畏,更是对生活的重视。<\/p>
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大董·工体店<\/p>
蓝韵北京,水墨大董<\/p>
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小大董_侨福芳草地<\/p>
IF设计大奖,少年版大董<\/p>
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拾九_双井<\/p>
米其林一星“新京菜”——拾起久远的味道<\/p>
品牌文化的塑造<\/p>
“网红店”这个词也许用的不够准确。近十年的发展,美食成为一场治愈系的旅程、打卡地、文化消费、身份品位的象征。餐饮的概念转变为产品消费,经过精心设计后的餐饮则成为一种文化的存在。<\/p>
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鲁采·安贞门<\/p>
鲁采海鲜:美食家的“桃花源”<\/p>
刘道华老师正是伴随这些企业品牌逐步成长壮大的。2008年进入餐饮行业,他因机会遇到了大董,随着大董品牌的成长而成长。“作为一家以环境为主打的主题餐厅,大董的每家门店都有着鲜明的特点。但唯有企业传达给大众的理念是不变的。”刘道华说。<\/p>
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“美人在骨不在皮”。当消费者踏入大董,第一感是它的与众不同跟新奇瑰丽,但同样也有似曾相识的味道在其中:标准化的菜品、新消费理念的传递、新中式风格的优雅环境,这些集合在一起最终构建了一个品牌的完整体系。<\/p>
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设计师做得不仅是设计<\/p>
刘道华老师说:“甲方来找你做设计,前期一定会先跟你聊天,这是一个相互了解,对品牌认知的过程。”<\/p>
消费者进入一家店,还没有满足口舌之欲前,设计风格是传达品牌理念最直接的方式。一个好的品牌在发展最好的时候,一定会要求构建它的品牌体系。品牌的定位跟属性的差异化,决定了在不同的发展道路上,是否可以走得更长更远。<\/p>
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大董·郑州<\/p>
东方韵味中的国际时尚<\/p>
刘道华老师一直强调要“从商业品牌的角度来做设计”。自大董到西贝、再到海底捞,每一个品牌都有自己的营销故事。建立一个品牌的属性很不容易,一个品牌想要在国际上站住脚,建立品牌的超级符号非常重要。从设计师角度来看,品牌的背景、品牌的故事、以及品牌的营销方向,了解以上这些才能更好的理解品牌主对于设计的诉求。<\/p>
设计伴随品牌成长<\/p>
“设计这个行业最初可能什么都要干,这是设计师最好的时刻,它是积累的时刻。之后随着阅历的增长,会进入特定的细分领域(细分市场)。”刘道华老师说,其实最初是迷茫的。机会跟危机是并存的。比如这次疫情,遭受打击最大的是与人有关系的行业:旅游、酒店、影剧院、餐饮以及交通。优胜劣汰的危机同时存在着机遇。<\/p>
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大董·木樨园<\/p>
诗歌与飞鸟,意境大董,董菜也懂你<\/p>
成长必然会经历坎坷。每一个品牌都会遭遇波谷,早前的一次餐饮行业波谷是在2012年“国八条”的出台,部分高端餐饮品牌因奢华消费模式向个性化消费模式的转变,导致了餐饮行业的洗牌。<\/p>
然而很多品牌也在那个时候,做好了面对于市场环境调整的准备,活了下来。每一个品牌都是自己摸索着成长,都有自己的故事,自己成功的道理。设计师就是在帮助品牌摸索道路上的助力者。<\/p>
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刘道华<\/p>
跨界设计师;<\/p>
LDH刘道华建筑设计事务所创始人 ;<\/p>
中央美术学院特聘教授;<\/p>
国内知名空间设计师资深室内建筑师;<\/p>
中装协软装陈设专家委员会专家委员;<\/p>
中国室内装饰协会陈设艺术专业委员会【ADCC】副秘书长;<\/p>
餐饮空间设计专家;<\/p>
大董餐饮等众多品牌御用设计师;<\/p>
Interior Design年度封面人物;<\/p>
2018中国美食BEST50年度人物。<\/p>","img":[{"url":"https:\/\/x0.ifengimg.com\/res\/2020\/49C6F19C1229999386F00D36A59E545B3EADCEAC_size6604_w640_h480.gif","size":{"width":"640","height":"480"},"resizedImg":"http:\/\/d.ifengimg.com\/mw640_q100_ext\/x0.ifengimg.com\/res\/2020\/49C6F19C1229999386F00D36A59E545B3EADCEAC_size6604_w640_h480.gif"},{"url":"http:\/\/d.ifengimg.com\/mw640_q100\/x0.ifengimg.com\/res\/2020\/81154682EE10C01468442F64AACAA05F0799C624_size367_w426_h640.png","size":{"width":"426","height":"640"}},{"url":"http:\/\/d.ifengimg.com\/mw640_q100\/x0.ifengimg.com\/res\/2020\/0B96E1BCE5797EB635C750DF09D5EC82F6B8B7C8_size416_w435_h640.png","size":{"width":"435","height":"640"}},{"url":"http:\/\/d.ifengimg.com\/mw640_q100\/x0.ifengimg.com\/res\/2020\/0933A06DC5DA480A0A1B4F608D17417B9B8D0CB6_size1009_w960_h640.png","size":{"width":"640","height":"426"}},{"url":"http:\/\/d.ifengimg.com\/mw640_q100\/x0.ifengimg.com\/res\/2020\/7E22EE268FDD392D09D08BF355A5A257799368CC_size420_w426_h640.png","size":{"width":"426","height":"640"}},{"url":"http:\/\/d.ifengimg.com\/mw640_q100\/x0.ifengimg.com\/res\/2020\/7320498B532C5CA4C62A345DA1FE51F1D8388A08_size348_w426_h640.png","size":{"width":"426","height":"640"}},{"url":"http:\/\/d.ifengimg.com\/mw640_q100\/x0.ifengimg.com\/res\/2020\/E6DFE9B3E39326CA3771DA97BE87D6502A284E72_size712_w880_h586.png","size":{"width":"640","height":"426"}},{"url":"http:\/\/d.ifengimg.com\/mw640_q100\/x0.ifengimg.com\/res\/2020\/0BB0A065EE4CB2B59FA7193BCD37DAAC9D8457E8_size353_w426_h640.png","size":{"width":"426","height":"640"}},{"url":"http:\/\/d.ifengimg.com\/mw640_q100\/x0.ifengimg.com\/res\/2020\/F364049398B4D1D1D677EBC201F259D855090165_size325_w426_h640.png","size":{"width":"426","height":"640"}},{"url":"http:\/\/d.ifengimg.com\/mw640_q100\/x0.ifengimg.com\/res\/2020\/7A5B96ED2174FEC4056DDD0DACE5F070B5C07ADB_size449_w426_h640.png","size":{"width":"426","height":"640"}},{"url":"http:\/\/d.ifengimg.com\/mw640_q100\/x0.ifengimg.com\/res\/2020\/20FACAAFBC15741C73CF90B7A5E660073558FFA7_size55_w426_h585.jpeg","size":{"width":"426","height":"585"}},{"url":"http:\/\/d.ifengimg.com\/mw640_q100\/x0.ifengimg.com\/res\/2020\/129C0AD71CA1110EFA942B582C7C0E46771FB576_size1136_w961_h640.png","size":{"width":"640","height":"426"}},{"url":"http:\/\/d.ifengimg.com\/mw640_q100\/x0.ifengimg.com\/res\/2020\/FC2F9F50A6442357D2E791AA5ED2230BD11BCF5F_size904_w961_h640.png","size":{"width":"640","height":"426"}},{"url":"http:\/\/d.ifengimg.com\/mw640_q100\/x0.ifengimg.com\/res\/2020\/46533E141D6C5F7130E2065549154C162503BB62_size1153_w957_h640.png","size":{"width":"640","height":"428"}},{"url":"http:\/\/d.ifengimg.com\/mw640_q100\/x0.ifengimg.com\/res\/2020\/C1295707BEA40B79A83C39FB714261D430257F6E_size778_w1028_h533.png","size":{"width":"640","height":"331"}},{"url":"http:\/\/d.ifengimg.com\/mw640_q100\/x0.ifengimg.com\/res\/2020\/AC1521C7688DBEB668F731F317448DAC2C6BCCCE_size864_w960_h640.png","size":{"width":"640","height":"426"}},{"url":"http:\/\/d.ifengimg.com\/mw640_q100\/x0.ifengimg.com\/res\/2020\/C8829CC6D326CC5C33C9FC22309262D01DB8BFB4_size709_w1053_h447.png","size":{"width":"640","height":"271"}},{"url":"http:\/\/d.ifengimg.com\/mw640_q100\/x0.ifengimg.com\/res\/2020\/37CE5A6602C00D5ACC5BEC29FCA0D2C30D022495_size647_w961_h640.png","size":{"width":"640","height":"426"}},{"url":"http:\/\/d.ifengimg.com\/mw640_q100\/x0.ifengimg.com\/res\/2020\/C3561887BA7909DE81E8D00C645A10B5D1B8FF3D_size801_w960_h639.png","size":{"width":"640","height":"426"}},{"url":"http:\/\/d.ifengimg.com\/mw640_q100\/x0.ifengimg.com\/res\/2020\/D030767ECFD82D77ACC66B8B728108FCD59894EB_size933_w960_h640.png","size":{"width":"640","height":"426"}},{"url":"http:\/\/d.ifengimg.com\/mw640_q100\/x0.ifengimg.com\/res\/2020\/CE7631FDB693A7D78C405D37AA3F4D1C9B3422FD_size1001_w960_h640.png","size":{"width":"640","height":"426"}},{"url":"http:\/\/d.ifengimg.com\/mw640_q100\/x0.ifengimg.com\/res\/2020\/54220840923F52C91CAC171D8FE618B496733682_size37_w1080_h338.jpeg","size":{"width":"640","height":"200"}}],"summary":"说到餐饮美食,常会伴随着一股烟火气。古往今来正是这股烟火气,香味四溢,撩拨的人的味蕾。从前“酒香不怕巷子深”而今高楼林立,我们恨不得令人人都知道自己有家“网红”","sharesummary":"说到餐饮美食,常会伴随着一股烟火气。古往今来正是这股烟火气,香味四溢,撩拨的人的味蕾。从前“酒香不怕巷子深”而今高楼林立,我们恨不得令人人都知道自己有家“网红”","commentType":"0","wemediaEAccountId":"555648","showclient":"0","shareurl":"https:\/\/ishare.ifeng.com\/c\/s\/v002vMa65pcJqlaytRlupwfvgCCK8ni8aPmlVZ--q3ETB54E__","praise":"2","like_num":"2"}}