全球设计风向感谢来自 深圳西思贝尔设计事务所 的商业空间项目案例分享：
“了解消费者，以消费者为中心”是近年来零售业内一直探讨的话题。以消费者为中心，就离不开谈消费者的地理位置和企业所处的位置。
“Understanding consumers, consumer-centric” is a topic that has been discussed in the retail industry in recent years. Consumer-centric, can not be separated from talking about the geographical location of consumers and the location of enterprises.
对于实体零售店铺来说，“位置”的重要性无须多言。说到“线上”大部分人都会想当然地认为线上零售打破了消费者位置的边界。然而，在今天现实与网络世界不断交织，线上线下零售正在融合的背景下，大卫•贝尔认为位置（地点）依然是影响消费者决策的重要因素。“位置”让我们从不同角度触碰与了解消费者，也帮助我们与消费者建立信任关系。
——大卫•贝尔《不可消失的门店》
For brick-and-mortar retail stores, the importance of “location” need not be said. When it comes to “online” most people take it for granted that online retailing breaks the boundaries of consumer location. However, with today’s reality and the online world constantly intertwined and online and offline retailing converging, David Bell believes location remains an important factor in consumer decision-making. Location allows us to touch and understand consumers from different perspectives, and also helps us build trust with consumers.
David Bell’s “The Inalienable Store”
随着网络发展，很多人对于实体商业持悲观态度。但是人类是实体的生物，实际环境氛围带给人的感受是无法替代的。
中国零售连锁百强——嘉荣SPAR超市一直致力于向生活方式体验的方向创新、探索、转变，利用网络和科技创造更吸引人的实体购物场景，为用户提供更加丰富和多元的购物体验。
With the development of the network, many people are pessimistic about physical business. But human beings are physical creatures, the actual environment atmosphere to bring people’s feelings is irreplaceable.
Jiarong SPAR Supermarket, China’s top 100 retail chain, is committed to innovation, exploration and transformation in the direction of lifestyle experience, using the Internet and technology to create more attractive physical shopping scenes to provide users with a richer and more diverse shopping experience.
设计愿景 Design vision
嘉荣SPAR食品超市东信名苑旗舰店，坐落于中国南海之滨茂名市。设计愿景是打造一个可承载企业品牌价值理念（品牌），在地生活方式（位置）及文化积淀（用户心理）的具有丰富、多元购物体验场景的全新一代食品超市线下门店。于是以海滨城市传统生活日常的街道市集（居住、购物方式）、海捕渔获（工作方式）、榕树下（休闲社交方式）等在地文化为空间创作底层架构，再植入品牌基因与现代科技的全新、多元的购物体验场景画面逐渐清晰起来……
Jiarong SPAR Food Supermarket East Xinmingyuan flagship store, located in the South China Sea, The City of Maoming. The design vision is to create a brand value concept (brand), in the local lifestyle (location) and cultural accumulation (user psychology) with a rich, diverse shopping experience scene of the new generation of food supermarket offline stores. So to the seaside city traditional life daily street market (residential, shopping mode), sea catch (working way), under the eucalyptus tree (leisure social way) and so on in the local culture for the space to create the underlying structure, and then implanted brand genes and modern technology of the new, multi-faceted shopping experience scene screen gradually clear …
∇ 传统街市与榕树下的童年时光
∇ 传统渔获
建筑与环境 Architecture and the environment
项目地处东信名苑主商业体的底层商铺（层高达5米），东临城市主干道西粤南路，南、西面临社区，可视性同可达性均较为理想。
The project is located in the East Xinmingyuan main commercial body of the ground floor shops (layers up to 5 meters), east of the city’s main road west Guangdong South Road, south and west facing the community, visibility and accessibility are more ideal.
平面布局与空间规划 Plane layout and spatial planning
从东面临城市主干道的主入口到西面临社区的出口，在一条相对较短、U字型的销售流线上，合理的品类规划及选品是关键要素，但如何制造丰富的空间体验及场景节点，成为空间设计策略思考的重点，基本策略是：
1、增强空间层次（主入口烘焙区、中部熟食就餐区、南西角休闲食品区及收银线出口区天花层高设定为2米，与主营区天花层高设定的3.2米形成较大纵向空间落差，创造空间体验）；
2、空间节点场景化（主入口烘焙区、中部熟食就餐区、南西角休闲食品区及收银线出口区抽象化传统海捕渔获情景再现，鲜肉、熟食区传统街市情景再现，就餐区火树银花回应旧时榕树下的休闲时光，增强近亲感，让空间、商品与人对话，激发用户共情与共鸣，进而产生购买欲）。
From the main entrance of the main road facing the city to the exit of the community in the west, in a relatively short, U-shaped sales line, reasonable category planning and selection is the key element, but how to create a rich space experience and scene nodes, become the focus of spatial design strategy thinking, the basic strategy is:
1, enhance the space level (main entrance baking area, central deli dining area, South West Corner leisure food area and cash register line exit area small flower layer height set at 4.2 meters, with the main area small flower layer height set 3.2 meters to form a large vertical space drop, create space experience);
2, space node scene (main entrance baking area, central deli dining area, South West Corner leisure food area and cash register line export area abstract traditional sea catch scene reproduction, fresh meat, deli area traditional market scene reproduction, dining area fire tree silver flower response to the leisure time under the old eucalyptus tree, enhance the sense of close relatives, let space, goods and people dialogue, stimulate the user’s empathy and resonance, and thus produce buying desire).
∇ 空间体块分析
∇ 空间解构分析
营构氛围 Camp atmosphere
营构氛围的理论逻辑是构建空间的记忆，设计完成的三维空间转换为可传播的二维图像，进而使图像内化成观者的感动。让这种感动的唯一性确立，并能构成其无限的想象，巩固链接到受众群体的文化与历史中，与他们原有内化图像记忆形成共鸣，再提纯，并升华为一种新的记忆。
The theoretical logic of camp atmosphere is to construct the memory of space, and the three-dimensional space is transformed into a disseminatable two-dimensional image, which in turn makes the image internalized into a viewer’s touch. Let this moving uniqueness establish, and can constitute its infinite imagination, consolidate the culture and history linked to the audience, with their original internalized image memory to resonate, purify, and sublist Huawei a new memory.
入口处醒目的红色遮阳蓬室外界面是品牌基因，更激活了喜庆祥和的社区氛围。
The striking red sunshade outdoor interface at the entrance is a brand gene that activates a festive and peaceful community atmosphere.
卖场整体为暖灰色的中性基调，再配以暖色灯光，使丰富的品类及色彩成为当然的主角。
Store as a whole for the neutral tone of warm gray, and then with warm color lighting, so that a wealth of categories and colors become of course the main character.
主营区的黑色海捕渔网意象的黑色钢网向实而虚，烘焙区、休闲食品区、收银区海捕意象的木纹铝格栅温暖而有趣。
The black steel mesh of the main area of the black sea fishing net image is solid and virtual, and the wood-print aluminum grille of the baking area, the leisure food area and the cash register area is warm and interesting.
鲜肉区、熟食区、就餐区，钢、旧船木、木条栅、红砖结合的具象屋顶有熟悉的味道；主餐区的火树银花让我们忆起老榕树下的美好童年时光，那点点星光更有网红的意味。
插画师刘韦晶老师结合品牌、当地传统节日、饮食文化设计的趣昧插画更是年轻人的喜爱。至于那裸露的楼板、梁、柱，实是成本的不必要。当然，一切都需要在情理之中，意料之外……
Fresh meat area, deli area, dining area, steel, old boat wood, wooden grille, red brick combination of the image roof has a familiar taste;
Illustrator Liu Weijing teacher combined with the brand, local traditional festivals, food culture design interesting illustration is a young people’s favorite. As for the exposed floor, beams, columns, it is unnecessary cost. Of course, everything needs to be reasonable, unexpected…
道具计划与灯光 Prop plans and lights
不同品类多样的标准道具怎样呈现出均匀的质感，同不同供应商之间细致有效地沟通，成为我们的日常。做为卖场主体的商品，对不同灯光色温需求又怎样呈现出匀质、舒适又突现商品的光环境，精准控制是必要的功课。于是选型、订制、色温、光圈大小、照度测算、眩光控制、现场调试，你来我往，近而有了兄弟一般的情谊。
Different categories of standard props how to show a uniform texture, and different suppliers between the detailed and effective communication, become our daily. As the main body of the store merchandise, the demand for different lighting color temperature how to present a uniform, comfortable and emerging commodity light environment, precise control is necessary homework. So the selection, custom, color temperature, aperture size, light measurement, glare control, on-site debugging, you come to me, near and have brotherly friendship.
∇ 精品蔬果&烘焙区立面图
∇ 鲜肉区立面图
∇ 熟食区立面图
零售连锁线下门店标准化 Retail chain offline store standardization
一张国际化的标准微笑脸庞不是我们的唯一选择，也许，情感丰富的表情包才是我们的真实需要。要说标准化，我们以为一个有着强烈社会责任感及品牌意识的企业，应注重在地文化，在强调品牌基因的同时植入在地文化。在这个丰富、多元并充满不确定性的消费市场，“优鲜嘉荣优生活”才是我们未来赢得市场，赢得消费者尊重的唯一标准。
An international standard smile is not our only choice, perhaps, emotionally rich expression package is our real need. To say standardization, we think that a strong sense of social responsibility and brand awareness of enterprises, should pay attention to the local culture, in the emphasis on brand genes at the same time implanted in the local culture. In this rich, diverse and uncertain consumer market, “Yu jiarong excellent life” is our future to win the market, win the respect of consumers the only standard.
∇ 冷冻冷藏区立面图
∇ 服务中心立面图
后记 Postscript
项目从设计到落地历时三月（四月至六月），正时国内新冠疫情紧张期，每每想起客户小食堂当地煮饭阿姨，听讲我们是外地人时那警惕眼神，诸多感慨。
感谢对方案几乎没有提出修改意见、在全过程中大力地支持我们工作的甲方，还是施工方、供应商的理解配合，是你们让我们品尝到了认真生活的幸福感。再次感谢，合作愉快！
胡勤斌 2020.8.1 于工作室
Project from design to landing lasted three months (April to June), just in time for the domestic new crown outbreak tension period, every time I think of the customer’s small canteen local cooking aunt, listen to us are foreigners when the alert eyes, many feelings.
Thanks to the program almost did not propose amendments, in the whole process to vigorously support our work of Party A, or the construction side, suppliers of understanding and cooperation, is that you let us taste the happiness of a serious life. Thanks again, happy cooperation!
Hu Qinbin 2020.8.1 in the studio.
项目信息
项目名称：嘉荣SPAR食品超市茂名东信名苑旗舰店
项目类别：零售商业
项目地址：广东 茂名
项目面积：1600㎡
项目业主：广东嘉荣超市
完成时间：2020.07
设计公司：深圳西思贝尔设计事务所
设 计：胡勤斌
协作设计：林家辉 邓权 张嘉伟
特别鸣谢：广东嘉荣超市庞剑斌先生及参与过项目的每位
项目摄影：江河摄影
施工单位：广东越众装饰
