咖啡祖师爷-Peet's Coffee

在咖啡的世界里，皮爷不仅仅是一个名字，它更代表着一种匠心独运的精神和对品质的极致追求。走进每一家皮爷咖啡门店，都仿佛踏入了一个将品牌基因深深烙印在空间中的艺术世界。皮爷咖啡如何通过空间设计，将品牌理念与空间艺术完美融合，笑脸蜘蛛在过去的皮爷门店设计中不断对其向内探索，挖掘最具代表性皮爷品牌精神表达。

In the world of coffee, Peet's is not just a name; it represents a craftsmanship spirit and an unwavering pursuit of quality. Stepping into any Peet's Coffee shop feels like entering an artistic world where the brand's DNA is deeply embedded in the space. Peet's Coffee has explored how to perfectly integrate its brand philosophy with spatial art through interior design, and over the past year, Spider Creative has delved into this exploration to uncover the most representative spirit of Peet's in its store designs.

△皮爷咖啡上海黑石公寓

品牌基因的解析

The Deciphering of Brand DNA

1966年，Alfred Peet这个传说中教会美国人喝咖啡的荷兰人，因对遍地乏味苦涩的咖啡深恶痛绝，在加州伯克利掀起了一场咖啡变革。在加州伯克利镇上开设的第一家Peet's Coffee，他发明深度烘焙、坚持手工制作，Mr.Peet摘掉了“美国没有高品质咖啡”的标签，Peet's coffee的传奇由此开始。他被誉为“咖啡祖师爷”

Since 1966, Peet's has been dedicated to the pursuit of bettercoffee. When Alfred Peet moved to the U.s., he was stunned bythe bland coffee Americans were drinking and opened a coffeestore in Berkeley, California selling small batch, hand-roasted craftcoffee with a rich, bold taste. He was called 'A Coffee Mastersince then.

△皮爷咖啡创始人（右二）

皮爷作为一名不折不扣的匠人，恪守手工烘焙的操守，以一己之力改变了美国人喝咖啡的方式，推广新鲜、小批量烘焙的深度烘焙拼配咖啡。历经半个世纪的变迁，严格的手工咖啡烘焙与制作流程仍旧渗透在所有皮爷咖啡的店铺，我们专注认真做好每一杯新鲜、浓郁、香气四溢的高品质好咖啡。

As a true craftsman, Peet's adheres to the principles of manual roasting and has changed the way Americans drink coffee with his own efforts. He promotes fresh, small batch roasted deep roasted blended coffee. After half a century of changes, the strict manual coffee roasting and production process still permeates all Pee'ts coffee. We focus on carefully producing every cup of fresh, rich, and fragrant high-quality coffee.

皮爷咖啡，始终坚持匠心独运，将每一粒咖啡豆都视作艺术品来对待。从选豆、烘焙到冲泡，每一个环节都凝聚着皮爷对品质的坚守与追求。这种对咖啡的热爱与专注，正是皮爷咖啡品牌基因的核心所在。同时，皮爷咖啡也注重传承与创新，将传统咖啡文化与现代设计理念相结合，打造出独具特色的品牌风格。

Peet's Coffee has always upheld craftsmanship and excellence, treating every coffee bean as an artwork. From bean selection, roasting to brewing, every step embodies Peet's unwavering commitment and pursuit of quality. This passion and dedication to coffee is the core of Peet's Coffee's brand DNA. Simultaneously, Peet's Coffee values both tradition and innovation, blending traditional coffee culture with modern design concepts to create a uniquely styled brand.

△皮爷咖啡加州伯克利第一家门店

品牌空间的设计理念

Design Philosophy of Brand Space Design

每一家皮爷咖啡门店都是一个独立而富有特色的空间艺术品。复古风格的门店让人仿佛穿越到咖啡的黄金年代，感受那份浓厚的文化底蕴；现代简约风格的门店则展现出皮爷咖啡的时尚与活力，吸引年轻消费者的目光。无论是哪一种风格，都深深体现了皮爷咖啡的品牌基因，让人在品味咖啡的同时，也能感受到品牌的独特魅力。

Every Peet's Coffee store is an independent and distinctive spatial artwork. The retro-styled outlets transport you back to the golden era of coffee, allowing you to immerse in its rich cultural heritage. On the other hand, the modern and minimalistic stores showcase Peet's Coffee's fashion and vitality, captivating the attention of young consumers. Regardless of the style, each store profoundly embodies the brand essence of Peet's Coffee, enabling customers to enjoy the unique charm of the brand while savoring their coffee.

△皮爷咖啡上海黑石公寓

皮爷咖啡，以其独特的现代复古风格，打造了一个既具历史底蕴又充满现代气息的咖啡空间。在空间设计中，我们巧妙地运用了绿植、挂画等元素，为空间增添了生机与活力，同时也展现了品牌的独特魅力。

Peet's Coffee, with its unique modern-retro style, has created a coffee space that embodies both historical depth and modern vibrancy. In the spatial design, we skillfully utilize elements such as greenery and wall art, adding vitality and dynamism to the space while also showcasing the unique charm of the brand.

△皮爷咖啡上海西郊百联

皮爷咖啡门店的空间设计以加州风格为灵感，融入了大量的绿色植物元素。加州，以其阳光充足、自然生态丰富的特点，为设计提供了源源不断的灵感。我们致力于打造一个既舒适又具有生机与活力的咖啡空间，让顾客在品尝咖啡的同时，也能感受到大自然的魅力。所以我们注重将自然元素与艺术元素在空间设计中的结合，通过绿植和挂画等元素的巧妙运用，营造出一种既具现代感又不失复古韵味的咖啡空间。这些元素不仅为空间增添了生机与活力，还使空间更加具有层次感和深度。绿植的运用不仅仅是为了装饰，更是为了营造一种自然、舒适的环境氛围。我们在空间的各个角落都精心摆放了绿植，如吧台旁、座位区、休闲区等，使顾客在品尝咖啡的同时也能感受到大自然的清新与宁静。

Peet's Coffee draws on California's charm, blending greens into its design. It creates cozy yet vibrant spaces, fusing modernity with retro style via plants and art. Greens enhance the ambiance, letting customers enjoy nature's freshness while sipping coffee.

门店入口处设置了一面由多种绿色植物组成的植物墙，不仅为门店增添了一抹亮丽的色彩，同时也起到了分隔空间、引导客流的作用。植物墙的设计灵感来源于加州的自然景观，选用了适应当地气候的植物品种，易于养护且观赏性强。吧台后方采用了悬挂式绿植装饰，将绿色元素延伸到吧台区域，为制作咖啡的师傅们带来一抹清新的绿意。这些绿植不仅美化了工作环境，还起到了一定的净化空气的作用。

At the entrance of the store, a vibrant green plant wall composed of various plant species adds a striking color to the space, while also functioning to divide the area and guide customer flow. The design of the plant wall is inspired by California's natural landscapes, featuring locally-adapted plants that are easy to maintain and visually appealing. Behind the bar, hanging green plants extend the green elements into the workspace, bringing a refreshing touch of nature to the baristas. These plants not only beautify the work environment but also serve to purify the air.

在座椅区间的每个角落和桌子上，都摆放了精致的盆栽植物。这些盆栽选用了小型且易于养护的植物品种，既能点缀空间，又不会占用过多空间。顾客在品尝咖啡的同时，可以近距离欣赏到这些美丽的植物。

In every corner and on each table of the seating area, delicate potted plants are placed. These pots feature small and easy-to-care-for plant species. Space without occupying too much room. Customers can enjoy their coffee while admiring the beauty of these plants from a close distance.

2017年Peet's进入中国以来，这里的发展迅速且充满趣味。大胆、鲜活、探索的精神如血液般流淌在Peet's的品牌基因中。Peet's带着对咖啡的极致热爱和浓郁醇香，致力于营造出一个让人们尽情享受咖啡的氛围。在这里，我们擦亮生活的鲜活色彩，激发人们的勇敢精神，打造一个“有趣灵魂的栖息地”。同时，大胆、鲜活、探索也成为了我们线下空间设计中不可或缺的重要表达元素。

In 2017, Peet's Coffee arrived in China, a rapidly developing country that values fun above all. The bold, vibrant, and exploratory spirit that flows through the core of Peet's Coffee is about being productive yet enjoying life to the fullest. If the taste is right, then let the revolution in coffee flavors come. Peet's Coffee brings its passion for being the best in the industry, its rich aroma, and creates an atmosphere where everyone can enjoy their coffee. It highlights people's vitality and encourages their bravery, building a "haven for interesting souls." Boldness, vitality, and exploration are also crucial expressive elements in the physical spaces.

△皮爷咖啡上海腾飞大厦

品牌基因与空间的完美融合

Fusion of brand essence & space

在皮爷咖啡的门店设计中，品牌基因与空间艺术达到了完美的融合。每一处装饰、每一个细节都巧妙地融入了皮爷咖啡的品牌理念，让人在享受咖啡的同时，也能深刻感受到品牌的匠心独运和对品质的极致追求。这种融合不仅提升了门店的整体美感，更增强了顾客对品牌的认同感和忠诚度。

In the design of Peet's Coffee stores, the brand's DNA and spatial artistry achieve a perfect fusion. Every decoration and detail is skillfully integrated with the brand's philosophy, allowing customers to deeply experience Peet's unique craftsmanship and unwavering pursuit of quality while enjoying their coffee. This integration not only enhances the overall aesthetics of the stores, but also strengthens customers' brand recognition and loyalty.

△皮爷咖啡重庆首店

△皮爷咖啡重庆首店

△皮爷咖啡上海传媒港

皮爷咖啡的门店设计，不仅是一次空间的创新之旅，更是一次品牌基因的深度呈现。通过精心打造的空间环境，皮爷咖啡成功地将品牌理念传递给每一位顾客，让他们在品味咖啡的同时，也能感受到品牌的独特魅力和温度。同时非常感谢与皮爷设计团队的共创，未来，皮爷咖啡将继续秉承其独特的品牌基因，不断探索和创新，为顾客带来更多美好的咖啡体验。

Peet's Coffee's store design is not only a journey of spatial innovation but also a profound display of the brand's DNA. Through the carefully crafted spatial environment, Peet's Coffee successfully conveys its brand philosophy to every customer, enabling them to feel the unique charm and warmth of the brand while savoring their coffee. In the future, Peet's Coffee will continue to uphold its unique brand DNA, continuously explore and innovate, bringing more delightful coffee experiences to its customers.

项目信息

品牌：皮爷咖啡

设计 笑脸蜘蛛|Spider Creative

摄影: 赵卿昊

网站：www.spidercreative.cn

Brand: Peet's Coffee

Design: Spider Creative

Photography: Qinghao Zhao

Website: www.spidercreative.cn

笑脸蜘蛛是一家服务于全球品牌空间创新体验的设计公司。业务涵盖新消费空间和文化创意空间两大板块，涉及建筑及室内设计。我们更注重艺术与商业在空间中的创新结合，以前瞻性的创新设计与品牌体验，为全球品牌方提供最有价值的空间创新体验设计与咨询服务。

我们的愿景是基于中国，成为世界具有影响力的品牌空间体验设计公司。

Spider Creative, is a design and consultancy company based in Shanghai，working internationally focus on experience & innovation design.

Smiley Spider（Spider Creative) is a rare species. It has incomparable super ability, superhuman endurance, reaction, agility, speed and creativity. Smiley face represents positive energy, which also means that our design is unique. Our team comes from different backgrounds and different majors, has an international vision, strong creativity and happy mind, and constantly explores and tries to break through limitations, Provide the brand with the most valuable space innovation experience design and consulting services.

Our vision

Spider Creative,based China, leading experience &innovation design around the world.

笑脸蜘蛛创始人先后分别在世界咖啡领导品牌星巴克及新茶饮头部品牌喜茶担任最高设计领导职位， 创建和带领内部（In-house）设计团队，负责全球门店创新体验设计工作，完成了诸多有影响力的创新空间体验项目，其中包含了各类创新概念的探索和品牌旗舰势能门店，在整个创作过程中不断突破设计边界，探索更多可能性。另外创始人不仅仅在空间和体验上追求卓越的设计，我们是新零售行业头部品牌的亲历者，对设计如何提升品牌形象和促进品牌的发展有着深刻的认识，同时游走于甲乙方带来不局限于一环的通透视角。设计对一个企业具有生死攸关的作用，笑脸蜘蛛的创立，是通过设计为全球品牌创造长期商业价值。

The founder of Spider Creative has successively held the top design leadership positions in Starbucks, the leading coffee brand, and Heytea, the leading brand of New Tea Drink. He has created and led the internal (in-house) design team, which is responsible for the innovative design of global stores, completed many influential innovative space experience projects, including the exploration of various innovative concepts and the brand flagship potential stores. In the process, he has constantly broken through the design boundary, Not only pursuing excellent design in terms of space and experience, but also being a first-hand experience of the head brand in the new retail industry, he has deeply know that design plays a vital role in an enterprise. Spider Creative,founded in China, leading experience &innovation design around the world and through design to create value for gloabl brands.