This project is a student project at the School of Design or a research project at the School of Design. This project is not commercial and serves educational purposes
Глава 4. Альтернативная Азия
Переосмысление образа
Со временем появился альтернативный стиль, сочетающий в себе как западно-европейскую так и восточную кухню с интерьером соответственно. Это направление имеет и набирает высокую популярность, однако стоит заметить, что первые черты доминируют над азиатскими. Произошло переосмысление образа Азии — он перестал быть только экзотичным и теперь аккуратно вплетается в привычные западному потребителю образы и функции. Так, например, сеть чайных киосков «ПИМС» («PIMS») заимствует продукт и способ подачи элементов оформления, которые при этом не ассоциируются с Азией. В то же время существует много ресторанов вроде «Маст» («Must»), которые успешно сочетают в меню, интерьере и фирменном стиле принцип использования элементов, характерный для азиатских специалистов.
ПИМС (PIMS)
Киоск PIMS
Промо-материалы PIMS
Упаковка PIMS
0
0
0
0
0
0
0
Промо-материалы PIMS
Напиток PIMS // Киоск PIMS
Киоск PIMS
Original size 960x1280
Промо-материалы PIMS
Original size 2200x1467
Киоск PIMS
Киоск PIMS
Промо-материалы PIMS
Киоск PIMS
0
0
0
0
0
0
0
Киоск PIMS
Маст (Must)
Original size 1280x854
Интерьер Must
Интерьер Must
Экстерьер Must // Азиатское блюдо Must
Айдентика Must
Айдентика Must
Интерьер Must
Original size 1280x853
Интерьер Must
0
0
0
0
0
0
0
Айдентика Must // Интерьер Must
Original size 1600x1600
Айденика Must
Дуо Азия (Duo. Asia)
Original size 2370x1600
Интерьер Duo Asia
Original size 1600x1067
Интерьер Duo Asia
Original size 1018x1484
Айдентика Duo Asia
Интерьер Duo Asia
Сабзиро (Subzero)
Original size 1200x800
Интерьер Subzero
Интерьер Subzero // Киоск Subzero
Интерьер Subzero
Интерьер Subzero
Айдентика Subzero
Айдентика Subzero
Интерьер Subzero
Экстерьер Subzero
0
0
0
0
0
0
0
0
0
0
0
Элементы айдентики на сайте Subzero
Мерч Subzero // Меню Subzero
Тигровая Лилия (Tiger Lily)
0
0
0
0
0
0
0
0
0
Интерьер Tiger Lily
Интерьер Tiger Lily // Айдентика Tiger Lily
Айдентика Tiger Lily
Интерьер Tiger Lily
0
0
0
0
0
0
0
0
0
Интерьер Tiger Lily
Айдентика Tiger Lily
Айдентика Tiger Lily
Сервировка и меню Tiger Lily
Баланс между аутентичностью и ожиданиями
Несмотря на успешное сочетание привычного европейского визуала и азиатского подхода к его построению, его весьма сложно добиться, так как существует высокая вероятность перевеса в ту или иную сторону стилистики. Специалистам приходится оправдывать ожидание потребителя и вместе с тем предоставить ему экзотику в неочевидном, аутентичном формате, что требует глубокого анализа и внимательной работы.
Визуальная коммуникация и создание образа
В этом исследовании рассматриваются стратегии создания образа Азии западно-европейских специалистов, которые транслируют азиатскую культуру в той или иной степени. Устаревшие стратегии базируются на использовании клише или мифических элементов, которые прямолинейно связаны с альтернативной Азией, возникшей в европейском сознании. Современные нацелены на более глубокое понимание принципов построения аутентичности или их смешений на ее основе. Это приводит к использованию альтернативного стиля, удовлетворяющего потребности в привычных вкусах и аутентичности одновременно.
Press space bar to start a drag.
When dragging you can use the arrow keys to move the item around and escape to cancel.
Some screen readers may require you to be in focus mode or to use your pass through key
Press space bar to start a drag.
When dragging you can use the arrow keys to move the item around and escape to cancel.
Some screen readers may require you to be in focus mode or to use your pass through key
Press space bar to start a drag.
When dragging you can use the arrow keys to move the item around and escape to cancel.
Some screen readers may require you to be in focus mode or to use your pass through key
Press space bar to start a drag.
When dragging you can use the arrow keys to move the item around and escape to cancel.
Some screen readers may require you to be in focus mode or to use your pass through key
Press space bar to start a drag.
When dragging you can use the arrow keys to move the item around and escape to cancel.
Some screen readers may require you to be in focus mode or to use your pass through key
Press space bar to start a drag.
When dragging you can use the arrow keys to move the item around and escape to cancel.
Some screen readers may require you to be in focus mode or to use your pass through key
Press space bar to start a drag.
When dragging you can use the arrow keys to move the item around and escape to cancel.
Some screen readers may require you to be in focus mode or to use your pass through key
Press space bar to start a drag.
When dragging you can use the arrow keys to move the item around and escape to cancel.
Some screen readers may require you to be in focus mode or to use your pass through key
Press space bar to start a drag.
When dragging you can use the arrow keys to move the item around and escape to cancel.
Some screen readers may require you to be in focus mode or to use your pass through key
Press space bar to start a drag.
When dragging you can use the arrow keys to move the item around and escape to cancel.
Some screen readers may require you to be in focus mode or to use your pass through key
Press space bar to start a drag.
When dragging you can use the arrow keys to move the item around and escape to cancel.
Some screen readers may require you to be in focus mode or to use your pass through key
Press space bar to start a drag.
When dragging you can use the arrow keys to move the item around and escape to cancel.
Some screen readers may require you to be in focus mode or to use your pass through key
Press space bar to start a drag.
When dragging you can use the arrow keys to move the item around and escape to cancel.
Some screen readers may require you to be in focus mode or to use your pass through key
Press space bar to start a drag.
When dragging you can use the arrow keys to move the item around and escape to cancel.
Some screen readers may require you to be in focus mode or to use your pass through key
Press space bar to start a drag.
When dragging you can use the arrow keys to move the item around and escape to cancel.
Some screen readers may require you to be in focus mode or to use your pass through key
Press space bar to start a drag.
When dragging you can use the arrow keys to move the item around and escape to cancel.
Some screen readers may require you to be in focus mode or to use your pass through key
Press space bar to start a drag.
When dragging you can use the arrow keys to move the item around and escape to cancel.
Some screen readers may require you to be in focus mode or to use your pass through key
Press space bar to start a drag.
When dragging you can use the arrow keys to move the item around and escape to cancel.
Some screen readers may require you to be in focus mode or to use your pass through key
Press space bar to start a drag.
When dragging you can use the arrow keys to move the item around and escape to cancel.
Some screen readers may require you to be in focus mode or to use your pass through key
Press space bar to start a drag.
When dragging you can use the arrow keys to move the item around and escape to cancel.
Some screen readers may require you to be in focus mode or to use your pass through key
Press space bar to start a drag.
When dragging you can use the arrow keys to move the item around and escape to cancel.
Some screen readers may require you to be in focus mode or to use your pass through key
Press space bar to start a drag.
When dragging you can use the arrow keys to move the item around and escape to cancel.
Some screen readers may require you to be in focus mode or to use your pass through key
Press space bar to start a drag.
When dragging you can use the arrow keys to move the item around and escape to cancel.
Some screen readers may require you to be in focus mode or to use your pass through key
Press space bar to start a drag.
When dragging you can use the arrow keys to move the item around and escape to cancel.
Some screen readers may require you to be in focus mode or to use your pass through key
Press space bar to start a drag.
When dragging you can use the arrow keys to move the item around and escape to cancel.
Some screen readers may require you to be in focus mode or to use your pass through key
Press space bar to start a drag.
When dragging you can use the arrow keys to move the item around and escape to cancel.
Some screen readers may require you to be in focus mode or to use your pass through key
Press space bar to start a drag.
When dragging you can use the arrow keys to move the item around and escape to cancel.
Some screen readers may require you to be in focus mode or to use your pass through key
Press space bar to start a drag.
When dragging you can use the arrow keys to move the item around and escape to cancel.
Some screen readers may require you to be in focus mode or to use your pass through key
Press space bar to start a drag.
When dragging you can use the arrow keys to move the item around and escape to cancel.
Some screen readers may require you to be in focus mode or to use your pass through key
