When did humans first start exploring new frontiers?
In 1969, Neil Armstrong made the historic first landing on the moon.
In February 2018, Elon Musk’s Falcon Heavy rocket launched into space, carrying a Tesla sports car.
In 2020, Jiumao Jiu International Holdings Limited partnered with Yisuo Design to pioneer the innovative joint office space for Jiumao Jiu Group.
Founded in 1995, Jiumao Jiu boasts over 25 years of catering experience in China. The group’s strategy revolves around multi-brand and multi-concept approaches. Starting from the classic “Jiumao Jiu Shanxi Noodle Restaurant,” the company has expanded to serve diverse customer groups with varied brand styles.
Today, Jiumao Jiu Catering Group manages five brands: Jiumao Jiu, Tai Er, 2 Eggs, Bi, and Na Wei Uncle.
The Jiumao Jiu Group brand is envisioned as a galaxy, where major sub-brands represent the main celestial bodies. Our goal is to create a universe unique to Jiumao Jiu. Within this “Jiumao Jiu Star System,” the group’s headquarters serves as an “ark.” The exhibition hall stores data about all catering brand planets, inviting visitors to embark on a cosmic journey through the Jiumao Jiu galaxy.
△ Geographic Location
Situated on the site of the former racecourse in Tianhe District, Guangzhou, this area was once a hub for horse racing. Much like Hong Kong, Guangzhou has a rich history of “dancing and horse racing.”
Our design uses simple forms to evoke a fresh perspective on familiar elements. The lobby entrance draws inspiration from a space satellite, symbolizing a celestial object that has fallen from the sky. Positioned at Jiumao Jiu’s entrance, it guides and protects each “star” within the group…
The entrance facade features foam aluminum and stone, with the original structural columns exaggerated in scale. Foam aluminum forms a “satellite” around the column, doubling as a baffle for the second-floor office area.
△ Entrance
Upon entering the lobby, visitors are met with an expansive ceiling covered in mirrored stainless steel, breaking free from typical floor height constraints. This design creates a transparent, infinite axis that leaves a powerful visual impact.
△ Front Desk
A ten-meter-long stone block serves as the reception desk, backed by an entire wall covered in acrylic light-emitting modules. These lights become the focal point, rather than mere accents, distorting spatial perception and creating an endless environment. The combination of the mirrored ceiling and illuminated wall evokes the feeling of a space station drifting through the universe.
△ Rest Area
The “galaxy” concept extends into the rest area, where art installations and information technology merge to create a mysterious, sci-fi atmosphere. A miniature planet is displayed as a floating sphere on the wall, representing a tiny universe and telling the story of its history. A screen embedded in a concave mirrored ceiling shows cultural elements like Nine Hairs and Nine Cultures, symbolizing a conceptual black hole that aligns with the galaxy theme.
The conference reception room adopts a “cabin capsule” design concept, enhanced with multimedia image projections.
By combining artistic inspiration with technology, Yisuo designs immersive experiences that transcend conventional brand presentations. Instead of dull, one-dimensional content, they bring brand stories to life through interactive multimedia, expanding the brand’s imaginative reach.
△ Reception Area
“They travel among the stars not by building spaceships, but by becoming spaceships themselves. Yet the era of ‘machine entities’ is ending. Through continuous experimentation, they have learned to store knowledge within the structure of space and encode ideas into grids of light permanently. Transforming into radiant organisms, they finally break free from material constraints.” – 2001: A Space Odyssey
The front desk’s backdrop consists of 88 acrylic light-emitting modules, each independently adjustable in brightness and designed for easy maintenance.
△ Transition Space Between Lobby and Office Area
The passage connecting the lobby to the office blends materials and ambient lighting, balancing order and freedom, reason and civilization. This fusion creates a distinct spiritual realm.
Entering the office space, the design aims to create a clear distinction from the lobby, emphasizing ease and intelligence.
△ Meeting Room
We designed a “glass box” partition for the conference room, incorporating internal lighting to provide ample artificial light suitable for office needs. This glass surface also functions as a writable medium.
△ Office Area Overview
△ Office Area Overview
The office interior primarily features open space designed to accommodate over 100 workstations. Three cabinets strategically divide the area, each with geometric openings that maintain visual connection among workers while preserving individual spatial comfort. These cabinets serve multiple functions, including display cases, card booths, and bar counters.
By transforming the traditional “workplace” into a comfortable “living space,” we aim to offer greater flexibility and possibilities. Many more “planets” remain to be discovered within this “galaxy.”
△ Office Area Overview
△ Additional Office Spaces
△ Floor Plan Distribution
Project Information
Project Name: Jiumao Jiu Group Joint Office
Location: Guangzhou, China
Area: 1,500 square meters
Completion Date: October 2020
Lead Designers: Fan Junjian, Zhou Xuanzhuo
Collaborative Designer: Hao Xingyun
Photography: Zhang Chao
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