全球设计风向感谢来自 集嘉设计 的商业空间项目案例分享：
“空间设计的目的并不是通过强烈的冲击来短暂的吸引人们的注意，而是将品牌信息通过需求/视觉/行为/心理/感受慢慢渗透到五官六感中去，在人们还没注意到其存在时，有力的传达已经悄然完成。”
The purpose of space design is not to attract people’s attention through strong impact, but to gradually penetrate brand information into the five senses and six senses through needs / vision / behavior / Psychology / feelings. When people haven’t noticed its existence, powerful communication has been quietly completed.
需求-功能性/Functionality
“顾客的感受与体验是我们工作的动力”，这是鹿岛品牌的企业理念，「鹿岛品牌」创立于2010年，企业定位的精准化，至今在成都、重庆、杭州、苏州等16个城市设立了门店，此次在重庆来福士设立了「鹿岛生活」，这也是集嘉继成都来福士鹿岛生活后为「鹿岛品牌」设计的第二个门店。
“Customers’ feelings and experience are the driving force of our work”, which is the corporate philosophy of Ludao brand. Founded in 2010, with precise corporate positioning, Ludao brand has set up stores in 16 cities, including Chengdu, Chongqing, Hangzhou, Suzhou, etc.This time, we have set up “Ludao life” in Chongqing raffles, which is the second store designed by Jijia for “Ludao brand” after Chengdu Raffles Ludao life.
空间设计是品牌展示的舞台，它要与品牌风格与需求契合，营造一个氛围将品牌需要传达的展示在消费者面前。
Space design is the stage of brand display. It should be in line with brand style and demand, and create an atmosphere to show the brand in front of consumers.
鹿岛生活包含了「九大区域」，花艺陈列区、绿植陈列区、周边工具展示区、创意玻璃房、大型植物展示区、水景植物区、多肉植物DIY、茶艺休闲区以及服饰与生活用品销售区。
There are nine areas in Ludao life, including flower art exhibition area, green plant exhibition area, surrounding tool exhibition area, creative glass room, large plant exhibition area, waterscape plant area, succulent plant DIY, tea art leisure area and clothing and daily necessities sales area.
视觉-多元性/Pluralism
功能分区基本需求建立后，九大区域的合理安排、展示是首要考虑的重点，并且细化每个区域的呈现形式，分析区域产品的种类数量以及存放展示性。鹿岛是以简单实用、质朴自然、选择性多为特色的快销品牌，区域内的货架需最大化的利用空间，尽可能多的放置物品是首要目的，以“绿植盆栽”为例，分为微小型、中型、大型、超大型，种类共计30种，在保证饱满的前提下有序列化的展示，使视野清晰。
After the establishment of the basic requirements of the functional area, the reasonable arrangement and display of the nine regions are the primary consideration, and the presentation form of each region is detailed, and the type and quantity of regional products and the storage and display are analyzed. Ludao is a fast-selling brand characterized by simple and practical, simple and natural, and multiple choices. The shelves in the area need to maximize the use of space, and the primary purpose is to place as many items as possible. Taking “green potted plants” as an example, it can be divided into micro small, medium, large, and super large, with a total of 30 species. On the premise of ensuring fullness, it has a serialized display to make the vision clear.
陈列分为3大功能、7大方式，氛围营造：通过橱窗或者场景陈列；视觉焦点引导：专题陈列、系列陈列；单品重点突出：常规货架陈列、系统化陈列以及综合陈列。
Display can be divided into three major functions and seven major ways. Atmosphere creation: through window or scene display; visual focus guidance: thematic display, series display; single focus: regular shelf display, systematic display and comprehensive display.
每个货品有属于自己的精确位置，从小到大尺寸严格规范化，陈列的货架摆放也按照功能和用途设置为高、中、低三种，中低层主要为销售区，方便顾客取拿，高层为展示区，营造氛围和效果。如服装区域，展台设计符合人体工程学，方便体验与触摸。
Each product has its own precise location, and its size is strictly standardized from small to large. The display shelves are also arranged in three types: high, medium and low according to their functions and purposes. The middle and low floors are mainly sales areas, which are convenient for customers to take. The high floors are Exhibition areas, which create atmosphere and effect. For example, in the clothing area, the design of the exhibition stand is ergonomic, convenient to experience and touch.
行为-链接性/Linkability
满足功能分区与物品多元性后，考虑人在空间中的动态走向，如何利用空间设计提高“消费欲望”？
“欲望是创意的起点，设计是为了满足人们的期望而产生，那么期望的本质就会作用于设计的本质，“制造欲望”是零售空间设计的核心。”
How to improve “consumption desire” by using space design after meeting the functional partition and the diversity of goods and considering the dynamic trend of people in space?
“Desire is the starting point of creativity. Design is produced to meet people’s expectations. Then the essence of expectation will act on the essence of design.” making desire “is the core of retail space design”
店面门头的采用大量的木头造型而成，木头与自然的贴合，门头左边是鹿岛生活的logo和物品展示区，吸引来往顾客眼球。进入店面，左边是纯白色的抬高扶梯–鲜花摆放区，往下走有配套的鲜花修剪工具区，再往前走是盆栽和多肉植物区，旁边的展架是配套的盆器以及园艺用品、沙土工具，展架与展架之间有很强的链接性，使顾客可以在视野可见的区域范围内找到配套的物品。
The front door of the store is made of a large number of wood shapes. The wood fits the nature. On the left side of the front door is the logo of life in deer island and the display area of goods, attracting the attention of customers. When entering the store, on the left is the pure white elevated escalator – the flower display area. There is a matching flower trimming tool area down, and then there is a potted plant and succulent plant area forward. The exhibition stand next to it is a matching basin utensil, gardening supplies and sand tools. There is a strong link between the exhibition stand and the exhibition stand, so that customers can find matching items within the visible area of vision.
在鹿岛生活的空间中我们在四个地方设计了休闲区，放置桌椅，以便顾客在闲逛中累了可以短暂休息后再继续购物。空间的最里单独设置了茶饮休闲区，通过售卖茶饮，提供长时间休息的空间，亦可办公或朋友三四交流。在营销售卖的同时更在乎顾客的体验感受。
In the living space of Ludao, we have designed a leisure area in four places, where tables and chairs are placed, so that customers can continue shopping after a short rest when they are tired from wandering. In the most part of the space, there is a separate tea leisure area. Through the sale of tea, there is a long rest space, which can also be used for office or friends’ three or four exchanges. At the same time, we care more about customers’ experience.
心理-互动性/Interactivity
除了视觉和行为体验，空间中亦存在让心理“兴奋”的互动设计。在多肉植物展区，我们规划了一个DIY区，顾客可以选择喜欢的多肉植物，以及盆器、泥土颜色，现场进行换盆；在花艺区，设计了花艺表演台，顾客可以从花束台选择喜欢的单朵花进行自由搭配，动手剪裁，并选择包装后，形成自己喜好的一束花。
In addition to visual and behavioral experience, there are also interactive designs in the space that make the psychology “excited”. In the exhibition area of succulent plants, we have planned a DIY area, where customers can choose the succulent plants they like, pot utensils and soil colors, and change pots on site; in the flower art area, we have designed a flower art performance platform, where customers can choose the single flower they like from the flower bouquet platform for free collocation, hands-on cutting, and selection of packaging to form a bunch of flowers they like.
计算陈列展台间合理距离，以便店员可以随时用推车补货加量，或是整理、修剪植物，店员与植物的互动中，传达给顾客花草植物的新鲜度以及更便于顾客对花草疑问与店员的询问交流。
Calculate the reasonable distance between the exhibition stands, so that the shop assistant can replenish or trim the plants with the cart at any time. In the interaction between the shop assistant and the plants, convey the freshness of the flowers and plants to the customers and facilitate the inquiry and communication between the customers and the shop assistant about the flowers and plants.
感受-有趣性/Interestingness
空间中存在很多趣味设置，比如玻璃球恒温室，它是一个较独立的空间用于存放需恒温生存的植物，两个环绕的玻璃球，步行于其中可体会到不同于其余展区的感受。再往前行，设计了一个图书阅览空间，书籍主要关于植物、花艺与茶饮，周围放置了桌椅板凳，可随时在购物之余停下来阅读，了解更多知识。
There are many interesting settings in the space, such as the glass bulb constant temperature chamber, which is a relatively independent space for storing plants that need constant temperature to survive. Two surrounding glass balls can experience different feelings from other exhibition areas when walking in it. Further forward, a book reading space is designed. Books are mainly about plants, flower art and tea. Tables, chairs and benches are placed around. You can stop to read at any time after shopping to learn more.
鹿岛生活的设计核心更偏重于「人」的体验，营造整体的气氛调动人的所有感受，通过视觉、触感、材质、气味、行为动态等，体验和感受空间中人与物的通感，传达出品牌表达的活力与有趣性，在空间中进行一场舒适的长时间的「感官之旅」。
The design core of Ludao life focuses more on the experience of “people”, creating an overall atmosphere to mobilize all feelings of people. Through vision, touch, material, smell, behavior dynamics, etc., experience and feel the synaesthesia of people and objects in the space, convey the vitality and interest of brand expression, and conduct a comfortable long-term “sensory journey” in the space.
主要项目信息
项目名称：鹿岛生活|LUDAO
项目地址：中国重庆|ChongQi，China
项目面积：1800㎡
完成时间：2019.10
主要材料：黑色钢板、拉丝不锈钢、木作、水泥肌理涂料
设计公司：集嘉设计
主创设计师：沈嘉伟
主案设计师：马宏佳
执行设计师：张永川
公司网站：www.jijiaid.com
联系邮箱：352216073@qq.com
项目撰文：杨拉蔓
