设计团队从建筑维度思考,使店铺成为探索身体和空间之间关系的媒介。在简约纯粹的空间界面,运用中轴线的布局,将具象征意义的“里程碑”置于中心点上。同时,“里程碑”的设计概念寓意SND迈向国际代表性买手店之列的新起点,教堂式的建筑形制契合其“在个性与趋势中找到平衡”的品牌信仰,两边的开放式陈列区形似广场。通过独特的布局方式使客户具有清晰的行驶动线且在行走过程中能看到完整的商品陈列,方便顾客挑选及对比商品。设计方案则根据场地的自身狭长的特点并结合品牌对艺术、行为、展示多方面的功能需求。无论从店铺外的任意一个角度往里看, 空间的层次感与材质的碰撞都成为一道路过的风景。

From the architectural dimension, the store is designed to be a medium where customers can explore the relation between body and space. The layout is pure and simple, with a symbolic “milestone” placed at the center right on the central-axis. The “milestone” holds an obvious implication a new starting point for SND to move towards an internationally representative buyer’s shop. In addition, the church-like architectural form serve as an embodiment of SND’s brand belief, which is to strike a balance between keeping the brand personality and catching on the fashion trends. The open display area on both sides resembles a square. Through its unique layout, customers can know clearly the routes and can view every product in display while walking, offering them a chance to select and compare goods easily. The design team had not only take into consideration the site’s own narrow and linear characteristics, but also the brand’s functional requirements for art, behavior, and display. Seen from any angle outside the shop, its hierarchical layout and the texture of materials have enabled the shop to be a memorable landscape for any passers-by.

▲空间概览 Interior overview

完全对称的结构使空间具备典雅的庄严感与神圣感,藏着对美好衣物的敬畏。

The completely symmetrical structure gives the space a sense of sacredness, showing the admiration of fine clothing.

▲处于空间内中心点的“Mirror Room”镜面上的景象给予人们一种虚实结合的迷幻感与未来感。

The scene on the mirror surface of the “Mirror Room” at the center of the space enables people to experience a combination of psychedelic and futuristic sense.

▲亲近温和的毛绒质感中和浅灰空间的理性与仪式,同时彰显着品牌的独有个性。

The gentle silky tactile soften the rich rationality of the light gray space, while highlighting the brand’s unique personality at the same time.

▲在外廊经过时可透过斜面上的开口看到内部暗藏的另一个世界。

A hidden world can be seen through the opening on the slope when one passes by the corridor.

▲试衣间内部,轻松简洁。

Embrace purity and elegance in the fitting room.

▲米色调的立面予人纯粹及舒适感,而反射出里程碑室内空间的开口则引人向往迈入隐藏在内独立的神秘天地。

The façade in beige are pure and comfortable, while the openings that reflect the interior space of the “milestone” lead customers to enter an independent mysterious world.

▲展示区域概览 Display area overview

▲悬挂构造的衣杆使衣服自然摆动,在灯带的晕映下形成飘动的影子。

The clothes swing naturally on the clothes rails, forming dangling shadows under the illuminating lamp belt.

而在立方体内,万社设计延续着中轴线的构图及对称式设计语言,赋予了室内空间神圣感跟仪式感。珠宝展示于中心的长直线展柜,易于客户细心挑选,高定衣服品牌则陈列于空间内两侧,均以专业柔和的灯光照射以展示衣物自身的质感。弧形的前台立于空间正中心,分割了展示空间与休息间的区域的同时也保证客人在需要时能及时得到服务。

Within the cube, Various Associates continues the idea of symmetric design, offering the interior space a scared and ceremonial sense. Jewelry is displayed in the long straight showcase right in the middle, which is easy for customers to choose carefully. Luxury brands of haute couture are displayed in both sides, and are illuminated with professional soft lightening so as to show the texture of the clothes. The reception desk is curved and stands at the heart of the space, dividing the display area and the rest area in the cube while offering timely services to customers in need.

▲设计细节 Design detail

▲火山石的粗犷孔隙与水磨石的平滑光亮形成天然对照。

The vesicular texture of the volcanic stone echoes with the smooth brilliance of the terrazzo.

▲立方体内两边的通道材质折射出顾客的行走动态,将画面捕捉为奇幻有趣的影像序列。

The channel on both sides of the cube reflects the walking style of customers, capturing the moments as fascinating image sequences.

▲充满仪式感的空间、人、展台、材料之间的几何美感与画面感随处可见。

The geometrical beauty that lies within space, people, booths and materials can be preserved everywhere.

▲内部高级展示区的黑色弧形前台在米色与浅灰色中予人沉稳与神圣的感觉。

Complimented with beige and light-grey, the curved black reception of the interior high-end display area offers people a sense of holiness and tranquility.

▲“Fluffy”在空间中展示着自身的趣味与个性。

“Fluffy” reveals its own taste and personality in the space.

在此项目中,万社打破了传统品牌店的货架式思维,以新的陈列语言在保留买手店货品充分展示的同时以自身独有的设计语言凸显snd的品牌个性。最大化保留橱窗展示面积并突出展示商品的美感跟质感,同时保留了商品陈列的灵活性及多样性,为之后更多品牌活动跟展示方式提供更多的可能。万社设计以功能品质与视觉表现的深度创作,实现了品牌空间与城市生活更大尺度的自由对接。

In this project, Various Associates have overcome the conventional thinking mode of traditional brand stores. Not only the products have been fully displayed, the brand personality of SND was also highlighted in its own unique design language. The size of window display area has been maximized to the largest extent, while at the same time, the flexibility and diversity of product display were retained, which offered more possibilities for brand activities and presentations follow up. This innovative design by Various Associates marks the achievement of quality and visual performance, and realized the association of brand space with urban life.

▲独特的空间语言使人们路过时不禁停步瞩目

The unique visual outlook encourages people to stop and enjoy

▲仪式感、未来感与趣味性,使这个项目具备独一无二的个性。

The ceremonial sense, futuristic and intriguing characteristic makes this project one of a kind.

▲平面图 Plan

项目信息——

项目名称:SND

设计公司:Various Associates 万社设计咨询(深圳)有限公司

主创设计师:杨东子

项目负责人:林倩怡

设计团队:杨东子、唐静静

项目地址:中国重庆新光天地

完工时间:2019.03

项目面积:288 平方米

专业灯光供应商:Viabizzuno

摄影师:邵峰

Project information——

Project name: SND

Design firm: Various Associates

Main designer: Dongzi Yang

Project leader: Qianyi Lin

Designer team: Dongzi Yang, Jingjing Tang

Project location: Shin Kong Place, Chongqing, China

Completion time: 2019.03

Area: 288 sqm

Professional lighting supplier: Viabizzuno

Photographs: Shao Feng