01 Background & Challenge
Twenty X Hard Tongue · Huaxi Store is the third location designed by Kancho for Hard Tongue sake and meat. The original venue was a sports food bar independently operated by a renowned basketball star in Beijing. This new collaboration with Hard Tongue introduces a joint store embodying the distinctive “Hard Tongue” brand identity.
Located in the heart of Huaxi Commercial Street, the original store struggled to attract foot traffic and lacked visual appeal. The area hosts many similar restaurants, making it difficult for the original venue to stand out among competitors.
02 Insight & Concept
Through thorough research of the original store and its surroundings, we discovered that the public perceived the venue as high-end, distant, and costly. However, it lacked a strong connection to sports, passion, and energy.
Our goal was to reinvent the space with a strong brand culture, fostering continuous growth and iteration. We aimed to create an expansive and imaginative environment that reflects cultural contrasts with basketball culture. This space is designed to be a platform for consumers to engage with spatial media and spiritual experiences, beyond just dining.
Centered on “empowering consumers to express themselves and enabling brands to realize the commercial value of community,” the concept leverages celebrity IP and storytelling to drive viral exposure.
03 Field & Space
The design employs a balanced use of red and blue complementary colors to highlight the contrast between exercise, health, and indulgence in drinking and meat consumption.
With the rise of information technology, space has become a crucial medium for communication. Every element—text, images, video, music, and even taste—creates a sensory experience for those within. The richness of these elements offers a diverse and immersive environment.
The space also preserves many basketball and hosting elements from the original sports bar, allowing the sports spirit to thrive under this new brand identity.
Project Information
Project Name: Twenty X Hard Tongue · Huaxi Store
Designer: Kancho Innovation Research Institute
Project Design & Completion: February 2021 – May 2021
Design Director: Shi Yingzhe
Space Designer: Qu Yiheng
Location: Huaxi MALL, Wukesong, Haidian District, Beijing
Building Area: 350 square meters
Photography: Yuan Qifeng, Qu Yiheng
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