山仔后的異質之域：永心鳳茶與美軍宿舍的異質共構

位於陽明山後山山仔后社區的美軍宿舍群，是1950年代冷戰時期台美互動下所產生的特殊場域，亦是多元文化脈絡交織下美式與現代生活的代名詞。曾經因閒置而逐漸毀棄的美軍宿舍，如今因修復計畫的展開與文化景觀身分的建立，進駐了許多美式、西式料理餐廳，賦予美軍宿舍群新的機能與樣貌，成為例假日體驗西方飲食文化與建築風情的熱門景點。本設計論文利用修復後的美軍宿舍為基地，以異質空間理論的觀點切入，藉由剖析陽明山美軍宿舍群背後所蘊藏的異質元素，導入推廣台菜台茶為宗旨的永心鳳茶餐飲品牌。透過品牌的研究與基地的分析，以異質共構的操作手法將永心鳳茶與美軍宿舍的異質元素相互結合，在美軍宿舍群中塑造一處異質共構的茶吧餐飲空間。透過文獻回顧、田野調查、案例分析等研究方法，以空間設計的策略，結合感官體驗，達到以下設計成果： 1.藉由多元異質的共構，活化美軍宿舍的生命並彰顯其價值。 2.透過植入異質茶吧餐飲空間，為消費者創造美軍宿舍群多元異質體驗。 3.融入美軍宿舍群的文化涵構，形塑永心鳳茶的創新品牌形象。

關鍵字

陽明山美軍宿舍；品牌；異質共構；體驗行銷

並列摘要

American Military Housing, located in Shantzehou, Yangmingshan, Taiwan, is a special field created in the Taiwan–US interaction during the Cold War in the 1950s. It also serves as a symbol of the American, modern lifestyle in the intertwined multicultural context. The housing deteriorated gradually after being left idle. Today, it has been renovated and established as a cultural landscape; with the introduction of many American and Western restaurants, the military housing has been granted with new functions and appearances, becoming a popular spot for Western food culture and architectural experience during holidays. In this study, through the theoretical perspective of heterogeneous space, the heterogeneous elements embedded in the American Military Housing were examined in introducing Yonshin Tea Cake Selection Bar (hereafter Yonshin Tea), which is purposed toward promoting Taiwanese cuisine and tea. Through the analysis of the brand and the housing, Yonshin Tea and the American Military Housing were combined as a heterogeneous spatial entity; that is, a heterogeneous tea and dining space was created in the American housing. Through literature review, field survey, and case analysis, the following results were achieved through spatial design strategies incorporating sensory experience: 1.Through the heterogeneous construction, the American Military Housing was activated, and its value highlighted. 2.A heterogeneous dining space was introduced, facilitating diverse, heterogeneous experience for consumers in the American Military Housing. 3.The cultural connotation of the American Military Housing was incorporated in the innovative brand image of Yonshin Tea.