Red Box ︎
Location: Guangzhou, China
Area: 18,000 sq. ft
Client: California Red Ltd
Karaoke, originally from Japan in 1980's, is now a dominant form of entertainment in Asia. However, the unique experience of "live singing" with music accompaniment in front of your own audience was seldom seriously addressed through design.
This is a re-branding package for "Red Box", California Red Ltd's karaoke flagship in Guangzhou, China.
Because karaoke has been around for a while, there will be those who are well versed in it and those who are still new to it. The entrance lobby serves as a multi-use space which includes the functions of waiting area / live performance stage for holding promotional events. The rooms cater to different audiences. For example, one of the Mega Karaoke Rooms cater to younger, more energetic audiences, it uses projector screens and not television screens, and has all the AV equipment hidden. The sofa is placed in the middle for free flow movement.
It serves as a singing place, a dancing floor as well as a movie theatre. Another Mega Room type is designed to cater to an older & more confident karaoke patron who likes performing on a stage in front of the audiences. Medium Room types, apart from singing, provide additional service of internet surfing while the Mini Room types in organic forms provide more cosy spaces for couples. Buffet Areas cater to bigger groups who enjoy a buffet during karaoke, where the buffet table takes centre stage.
Various tones of Grey and Magenta was chosen as the key color scheme to provide a darkened envelope and to create the right mood for singing pop songs. Glossy and matte finishes were applied on ceilings, walls and floors in different zones to create illusion and mysteriousness.
The corporate color of hip magenta tone was superimposed and washed on various grey surfaces by glowing room directory or concealed lighting.
Spatial rhythm was created by the transformation of intangible musical elements (e.g. rhythm, tempo and pitch) into tangible spatial elements of geometries (lines & circles) in various treatments of the envelopes of karaoke rooms of different sizes.
Understanding that there are Asians who are inherently shy and those who take the karaoke experience as a way for self expression they would not have elsewhere, the "Red Box" creates environments that is appealing to both types of Asian karaoke patrons and provides an environment with cross-programming where people can shed their hesitations and relax.
Karaoke is now advanced form of entertainment in Asia, and the "Red Box" design aims to move the karaoke experience to next level.