咖啡生活選物店-以富錦樹咖啡與BEAMS為例

位於陽明山山仔后的美軍宿舍群，是1950年代冷戰時期由台美交流互動下所產生的特殊場域，亦是多元文化交織下不同時空感的美式與現代生活痕跡。因修復計畫的開展與文化景觀的推動，使美軍宿舍群成為台北近郊例假日，體驗西方建築風情的熱門觀光景點。本設計論文以修復後的美軍宿舍為基地，以品牌聯盟觀點切入，研究如何透過參酌陽明山美軍宿舍群過往的歷史紋理與導入富錦樹咖啡與BEAMS，建構出一種創新餐飲空間「咖啡生活選物店」。透過品牌研究與基地分析，利用品牌聯盟將展、售、飲與美軍宿舍異質元素的相互融合，在美軍宿舍塑造美好生活的可能：一個生活的轉變，一種美好生活的空間體驗。透過文獻回顧、田野調查、基地與案例分析等方法，以空間設計與模擬，傳達兩品牌的生活態度，並結合感官體驗，使人在享受咖啡與輕食時，得到一種好的生活新意象與體驗。主要成果如下：1) 富錦樹咖啡與BEAMS品牌聯盟導入；2) C10美軍宿舍與草山小鎮場域活化；3) 美好生活的實踐。

關鍵字

陽明山美軍宿舍；品牌聯盟；參與體驗；空間營造；美好生活

並列摘要

The Yangmingshan Shanzihou US military housing complex is a special site that emerged from the exchange and interaction between Taiwan and the United States during the Cold War in the 1950s. Representing an intersection of diverse cultures, it involves traces of American and modern lifestyles and a unique blend of time and space. The appearance and function of this military housing have been revitalized through a restoration project and creation of a cultural landscape, and it has become a popular tourist attraction, conveniently located in the suburbs of Taipei, for experiencing the Western architectural style. With the restored US military housing as the focus for the research, this study adopted the perspective of brand alliance and examined the creation of the innovative type of dining space seen in the FUJIN TREE CAFE and BEAMS Compound Store, which bears traces of the history of the US military housing at Yangmingshan. Through brand research and site analysis, we explored how brand alliance and the heterogenous elements of the housing complex influence food and beverage sales and the atmosphere of the site to give rise to an idyllic and immersive setting bearing the traces of a bygone era. The research methods consisted of a literature review, field study, as well as site and case analysis. We examined how the employment of spatial design and simulation convey the two brands’ philosophy toward life and how, by integrating sensory experiences, people feel immersed in a timeless notion of “the good life” while enjoying their coffee and light meals. This study contributes the following: 1) an introduction to the brand alliance of the FUJIN TREE CAFE BEAMS Compound Store, 2) an innovative suggestion for the site revitalization of the C10 building at the US military housing and Old Town, and 3) a perspective on the practice of an ideal life.