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一持工作室 | 青色旗舰店,焦土重生的青色舞台

全球设计风向感谢来自 一持工作室  的商业空间项目案例分享:

 

星期六 SABADOS (SATURDAY)

“不管你爱不爱,你的美,都是时间赏赐的奇迹”来自于阿根廷博尔赫斯的诗篇“星期六”,时间和空间的轮回与停顿、梦境和现实之间的界限连通。戏中戏,梦中梦,人虽渺小但是信念没有疆界。青色Atelier Intimo这样描述2020年的新产品系列。

“Despite your coldness your beauty scatters its wonders across the years.” Quoted from the poetry written by the Argentine Jorge Luis Borges – the cycles and intervals of time and space, the transition between fantasy and existence. Within all the acts and dreams, we are just human beings but with no limitation to our strong belief, as per Atelier Intimo’s story behind their latest Year 2020 product range.

 

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始源 ORIGIN

2020年的疫情和自然灾害对很多人都有新的启发。由一持工作室设计,青色的第一家国内旗舰店,落地于上海最繁华的商业街之一,淮海路。一持要大胆的走在青色前面,引领出一个非一般的商业空间。受疫情启发,旗舰店的设计及青色的新产品系列都利用了“焦土重生”作为设计概念,利用大自然治愈的力量,给与人类希望,融合自然,修复创伤。同时,在繁华快步的上海淮海路,一持希望在“焦土重生”的基础上,塑造一个让大家停一停,抬头幻想一下的空间,身边的事和物,有没有什么被我们遗忘了?

In year 2020, the unprecedented epidemic and various natural crisis had brought a lot of new insights for many of us. Atelier Intimo’s first Flagship, designed by O&O STUDIO, is located on one of the busiest retail streets in Shanghai – Huai Hai Road. O&O took a bold step, led and created a new and extraordinary retail space for the lingerie brand. Taking inspiration from the epidemic, both the Flagship and Atelier Intimo’s new product range are built upon the concept of “Rebirth of the Scorched Earth”, with the view of integrating the nature’s healing power to influence and give new hope to human beings. O&O Studio wanted to craft a dramatic space that brought in and allowed visitors to spend a moment to look up, imagine and fantasize in such time and space on the prosperous spot. “Is there anything that we have forgotten about?”

 

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舞台 STAGE

位于淮海中路841号人民坊一个两层高的180平米单位,内部楼板开洞的现状位置保留,避免改动现有结构和减小不必要的施工量。楼梯从L型改为对整体设计及空间更有利的U型,让商业空间能占用店铺的前方也更好配合后勤空间。

Located on No.841 on Huai Hai Road, the flagship store occupies a 180sqm two floors unit at Renmin Fang. With the aim to avoid unnecessary demolition or construction work while providing a more efficient layout, the slab opening is retained with the existing stair structure that turned from a “L” shape to an “U” shape configuration. Thus the retail zones are maximised at the front end with the back of house effectively grouped together at the rear.

 

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青色旗舰店不仅仅是一个商业空间,更加是一个青色的表演舞台。入口外饰面是“焦土重生”启发的一个定制效果,先给顾客一个暗示。

Atelier Intimo Flagship is not a typical retail store. It is a performing stage designed for the brand. The entrance enclosed with gold platted khaki stainless steel covering inspired by the “Rebirth of the Scorched Earth” concept, thus giving a hint and stimulation to every visitor that, this is an unusual retail store that one must go in and experience.

 

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一楼的中轴线把产品陈列分开在两侧,一侧是8个悬吊模特道具,可以按需求升高降低,也可以更换模特道具。另外一侧是定制产品陈列道具,层架设在不同高度,配合青色不同的产品系列。饰面是定制的不锈钢,跟店面的门楣,柱子,试衣间墙身等一样,塑造一个“焦土”的背景。

The central axis defines the retail zones onto two sides. On one side are 8 hanging mannequins with adjustable hanging heights and the flexibility of exchanging mannequin types. On the other side is a series of custom-designed product display units that integrates various displaying heights and mannequin figures, with the same stainless steel finishes that unifies the shopfront and changing room wall outer finishes, creating a backdrop of the “Scorched Earth”.

 

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同时一持也利用营造大自然重生图案的地毯成为产品陈列的小岛,无形中划分了人流线。岛上竖立数个中岛形式的陈列道具,利用了真实的英石,龟纹石和泰山石做底座,加上简单直接的不锈钢造型,寓意新生命的孕育。而试衣间就延续了小岛的弧形轮廓,设计成一大一小,靠近楼梯旁,增加空间上的层次感。

The ground floor is also delineated by custom-made circular carpets with nature prints that firstly create a natural circulation flow, and secondly several minimally designed display islands sit on top that integrates with a selection of natural stones including Septarium, Quartz and Taishan stone, implying the birth of new life. The two changing rooms in different sizes located right under the staircase extend the curvature of the nature islands.

 

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为了从功能上能更好带领顾客感受完整的青色舞台,收银台放置在二楼。二楼一侧是一个艺术性陈列装置,来自大自然树干树叶的灵感,融合旋转楼梯的概念,让不同款式的模特道具自由的展示在可旋转的踏板上。

Considering on the functional side and bringing the visitors a complete journey, the cashier is placed on the upper level such to maximise the customer flow between two floors. On the opposite side is an installation display unit that explores the form of a tree crown with an architectural interpretation. The final product is a spiral stepping device that can be revolved manually for displaying series of mannequin in different styles and sizes.

 

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再走进几步是坐落于弧形平台上的VIP空间,布帘可以完全分开此空间,提供VIP顾客私密性,作为一个半开放式试衣间,或者开启隔断连贯整个二楼空间作为新品发布的活动空间。

Towards the front end is a VIP space that is zoned on top of an elevated platform. This can be enclosed with the help of a long electrical curtain providing total privacy, where the space will turn into a true VIP space for lingerie trials and private parties. Or it can be fully opened and make the floor as a platform for new product launching events, parties, live streaming etc.

 

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形态 MORPHOLOGY

模特道具是一个最直接展示产品的一个媒介。一持从这个层面作出了挑战,融合模特道具和“焦土重生”,孕育出一个系列的艺术装置来进一步呈现青色的表演舞台。一共有6个不同体态的模特和形式来结合数个意境。有身上穿上旋转造型的翅膀, 翩翩起舞的像青色舞台的领队。

Mannequin is the most common medium to display textile products. O&O STUDIO took the challenge to integrate mannequins and the design concept of “Rebirth of the Scorched Earth”, and developed a series of art installations that fully present the performing stage for the brand. The series has 6 individual installations, blending various mode of mannequins to achieve different conceptions, such as the key leader of the stage who wears a set of revolving wings, appear to be dancing at the central stage.

 

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也有分散在店里,受花朵盛开意境的启发,注入了室内建筑元素同时融合女性模特的不同部位和形态,从花蕊开展,寓意女性美和大自然的力量。装置被塑造出稍微脱离原型和异乎寻常的出现在旗舰店,让大家有各自的空间来想象和解读。

Scattering around are several installations inspired by flower blossom infused with interior architectural elements. Making use of different mannequin parts at the opening flower buds, they carry the nature energy and glorify their beauties. These installations are designed with a slightly peculiar and unexpected manner for one’s imagination and self-interpretation on what these quirky archetypes are portraying.

 

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15+1

15+1是青色的一个产品项目,邀请了15位顾客和1位员工,利用3D扫描每一位女性独特的胸型,继而利用3D打印制作16个半身胸模,穿上不同青色款式和尺寸的文胸,来推广一个青色品牌的设计理念。

Atelier Intimo invited 15 female customers and 1 female staff to have their unique breast shapes scanned by 3D scanner. They are then 3D-printed as 16 half-body mannequins wearing different sizes and styles of bras by Atelier Intimo. This is one of the important elements that the Client use to display and promote their design philosophy on how flexible their products can be to fit and suit any female, any breast shapes and any sizes.

 

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一持的15+1连贯两层的空间,以16个胸摸道具挂在楼梯旁墙体的嵌入式圆形造型,同时利用墙体的深度配合渐变的层板增加层次感,道具也可以随时拿下来方便替换文胸款式。

The design solution that O&O collaborated was to make use of 16 circular features, each holding one half -body mannequin placed along the wall that span between the ground and first floor. Each circular feature has the same depth but rotating layers to subtly distinguish the mannequins while informing a consistent design philosophy.

 

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意•念 CONCEPTION . BELIEF

青色在国内已经有一定知名度,在品牌上也有自己的一套策略。这方面对一持来说是非常有挑战性。一方面要保持青色已经开展了的一个模式,那么旗舰店就是一个新跳板,一个耳目一新的“青色形态”。从旗舰店开业以来,旗舰店已经见证了一持的空间设计与意境如何跟青色产品的完美结合。对青色来说,旗舰店是面对顾客,直接跟顾客交流的空间,更加是青色新品发布,模特拍摄,做网络直播的基地,所有都超乎大家的想象。青色旗舰店的成功,是能够带出青色新一面的同时,也给到青色在设计和营业上增加价值。这也是一持一直坚持的信念。

Atelier Intimo has already gained a good level of popularity in the past few years with specific design philosophy and retail strategy. O&O Studio sees this as a fascinating challenge and opportunity to design Atelier Intimo’s first flagship, serving as the brand’s new “springboard” to achieve further success, presenting the new “Morphology of Atelier Intimo”. Since the opening of the flagship, it has proved how well that the dramatic and theatrical space has integrated and harmonized with the Client’s brand and products. For Atelier Intimo, the flagship is a point where they face directly to their valuable customers, a space for their new products launch, a studio for modelling and photography, a base for live streaming etc. All these are well beyond what the Client could imagine beforehand. The success of the flagship also sealed the strong belief of O&O Studio’s design philosophy. While the design brings in a new and distinctive portrait for the Client, O&O Studio also brings in additional design and commercial value to the Client’s business.

 

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项目信息

项目:  青色旗舰店
建筑师: 一持工作室
公司网站:https://www.oandostudio.com/
联系:[email protected]
项目年份:2020
主持建筑师:陈思安、李雪雯、叶国聪
地址: 中国上海淮海路人民坊841号店
建筑面积:180平方米
项目类别:室内设计、商业设计、内衣店设计、装修、受保护建筑室内设计、艺术装置、艺术道具
客户:青色内衣
摄影师:田方方、叶国聪
文字:陈思安

Project:  ATELIER INTIMO FLAGSHIP
Design:   O&O STUDIO
Website:  https://www.oandostudio.com/
Contact:  [email protected]
Completion:  2020
Chief Designer: Eric Chan, Suzanne Li, Katt Chung Yap
Address: Unit 841, Renmin Fang, Huai Hai Lu, Shanghai, PRC
GFA:  180sqm
Typology:  Interior Design, Retail Interior, Lingerie Shop, Shopfront, Listed Building Interior Design, Renovation, Art Installations
Client:  Atelier Intimo
Photographer:  Tian Fang Fang, Katt Chung Yap
Text:  Eric Chan

 

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