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Longyin Villa
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PROJECT

DESCRIPTION


The design philosophy for this project is to create a space that deconstructs and constructs through the art of Chinese landscape painting, expresses through the imagery of Chinese freehand painting, reshapes with the concepts of contemporary Eastern art, and builds with the logic of systematic brand positioning. This approach intends to create a seamless and integrated design for this case.
Landscape Construction - The “Three Distant Views” layout is adopted, utilising trees, stones, forests, springs, mountains, clouds, and pavilions to construct a layered landscape. The extension of water features, the continuity of architecture, and the extension of sightlines measure the scale of spatial style, shaping the distance of natural scenery, and creating a multidimensional contemporary landscape space work.
Imagery Creation - With the pen as the tool, the realm of imagination is crafted. The inner world and the conveyed meaning are all integrated with emotion. It is the sense of detachment where “the body resides in the city, yet the mind is in the mountains and forests”. It is also the poetic feeling of “surrounded by beautiful scenes, yet intimate with the mountains and forests”. Furthermore, it is the warmth of “the realm lies within, originating from the mountains and forests”.
Artistic Expression - Abandoning the mere stacking of traditional elements, the design fuses the spirit of Eastern aesthetics with contemporary artistic design. It interprets the contemporary Eastern aesthetic and humanistic space with a metaphysical spirit of landscape and humanities, presenting this project’s artistic and artistic conception. The artistic essence is integrated into the design of objects, meals, venues, and environments. Moreover, with contemporary aesthetic language and transformative design techniques, it expresses a unique spirit of landscape and humanities, as well as the elegant environment of Eastern philosophical thought, conveying the unique Eastern elegant style and contemporary supreme aesthetic of the Chinese people.

Agency: I—Frontline Design

Based in Hangzhou, I—FRONGTLINE Brand Design Co., Ltd. is a dedicated force in the realm of restaurant brand design. With a focus on precision and an artful approach to positioning, we provide an all-encompassing suite of design services, sculpting comprehensive and uniquely tailored brand identities that serve as catalysts for our clients’ ascension as industry frontrunners. Our portfolio proudly boasts collaborations with numerous distinguished names in the domestic culinary scene, including the likes of XUJI Seafood, which is reigning atop the national seafood restaurant hierarchy; Blue Kylin; Longyin Villa; XUJI Seafood MASTER; XiaoChuNiang Huaiyang Cuisine, the celebrated 25-year icon in Nanjing; LongYinJiuPin, and the comprehensive branding of M’ MASTERHALL FORTUNEPOT, to name just a few.