Sò Studio | 上海LOOKNOW新天地旗舰店-设计风向

“进行时”的LOOKNOW新天地旗舰店

“On-going” LOOKNOW Xintaindi Flagship Store

基于空间原始状态所带来的灵感，LOOKNOW新天地旗舰店以“进行中的创造-House Now”为主题故事线，传达空间的叙事性和体验的沉浸感，打造强烈识别度的当代设计风格。其中以“现场作品-Live Artwork”和“居住现场-Resident In”两部分为核心主线，结合新天地特有的场地属性，赋予消费者特有的线下消费体验。

Inspired by the original status of space, Sò Studio recently launched the LOOKNOW Xintiandi flagship store. Through the storyline of “House Now”, Sò Studio conveys the narrative of the space and the immersive experience to create a strong identity of the contemporary design style. The key design components “Live Artwork” and “Resident In” combine with the unique cultural quality of Xintiandi provides a special shopping experience for the customers.

▲沿街外立面 © Wen Studio
The street entrance elevation © Wen Studio

新店选址位于上海马当路新天地时尚二期。店铺外立面以大面积的姜黄色搭配简洁的几何构图来强调整体视觉并增强品牌识别度，为都市女孩打造新的时尚风格地标。

The new flagship store of LOOKNOW locates in Xintiandi phaseⅡ, which locates on Madang Road Shanghai. The store facade is decorated with ginger color and simple geometric composition to emphasize the overall visual effect and enhance the brand identity to create a new landmark for urban girls.

▲店铺外立面 © Wen Studio
Store facade © Wen Studio

Sò Studio通过对原有的空间区域规划与整合，将整体空间划分为三大部分：形象展示区、主要陈列空间、以及配饰区。满足LOOKNOW作为全球设计师品牌集合空间，对不同品牌与产品的展示及陈列的功能，以及可以在店铺内随时更换场景从而举办不同活动需求。

By holistically planning the space, Sò Studio re-organized the store into three parts, the window exhibition area, major display area, and accessories area. LOOKNOW, as a global designer assemble store, requires flexibility to be able to display different brands and products, as well as holds different events and changes the scene accordingly at any time.

▲平面图 © Sò Studio
Plan © Sò Studio

形象展示区的黄色框架，即“空间物体-Space Object”；像是从什么地方搬运进来的一个盒子，是Sò Studio表达现场创作很重要的一部分。通过在入口空间处置入与外立面相呼应的黄色框架从而达到空间的连接与视觉的呼应和统一。黄色的框架结构与店铺的其他空间形成反差，同时又贯穿整个空间。它既是整个空间的视觉焦点又是空间连接的纽带，使消费者在不同风格的空间之间穿梭时也不会感到突兀。

The yellow frame installed in the window exhibition area is the “Space Object”. The frame looks like a box transported from elsewhere is an important aspect of “Live Artwork” that Sò Studio emphasized. The yellow frame, which has the same color as the facade, is not only a visual connection but also to separate the different zones. It is a visual focal point and a connector of the whole space, to create a smooth and seamless transition going from one zone or style to the next.

▲空间物体-Space Object © Wen Studio
Space Object © Wen Studio

“空间物体-Space Object”的置入使店铺的前场变成一个可以灵活使用的空间；为日后品牌合作的快闪空间、装置以及多媒体艺术展示提供了更多可能性。在保留店铺原有属性的同时，增加话题度与新鲜感。

The “Space Object” installed in the window exhibition area transforms the front area of the store into a flexible space, providing the possibility of future collaboration with other brands and artists for pop-ups, installation displays, and media shows. While keeping the original function of the store, it helps to attract more attention and keep the freshness of the store and brand.

品牌主要陈列空间分为两个部分：“现场作品-Live Artwork” 和 “居住现场-Resident In”。

The major display area includes two parts, “Live Artwork” and “Resident In”.

▲形象展示区功能分析 © Sò Studio
Function diagram © Sò Studio

▲虚拟与现实空间© Sò Studio
virtuality and reality diagram © Sò Studio

“现场作品-Live Artwork”的部分，通过开放空间的概念，还原艺术家在艺术创作时工作室的状态。从空间右侧的收银区为起点围绕整个空间一周，从充满现代感有明显人为痕迹的视觉氛围过渡到原始和粗糙空间肌理。例如墙面上由设计师即兴创作的绷布艺术品，增加空间的艺术调性，同时也是代表空间调性的“美学物件- Aesthetics Object”。

“Live Artwork” is a concept of open space to mimic the status of an artist’s studio. From the start point of the reception, space is transforming from a sense of modern and artificial into the original and rough space texture. For example, the fabric artwork on the wall created by the designer on site has added an aesthetics sense to the store, at the same time, it is also a representative of an “Aesthetics Object”.

▲美学物件 – Aesthetics Object © Sò Studio
Aesthetics Object © Sò Studio

▲美学物件 – Aesthetics Object © Wen Studio
Aesthetics Object © Wen Studio

▲收银区 © Wen Studio
Reception © Wen Studio

试衣间位于整个空间的核心区域，同时也是空间中体量最大的构筑物。试衣间上方悬挂的织物绷布在视觉上将空间进行区分，并使固定在裸天花上的灯管照明的光线变得柔和。

As the biggest structure in the store, the fitting room is located in the center of the display area. The fabric hanging upon the fitting room helps to visually separate the space and soften the light.

▲试衣间 © Wen Studio
Fitting room © Wen Studio

环形的设计将试衣功能、陈列展示、和休憩空间相结合，人行动线也围绕着这个空间而展开。

The fitting room centered design units the fitting, displaying, and lounge function together. Meanwhile, the circulation is spread out around this space.

▲陈列展示空间 © Wen Studio
Display area © Wen Studio

▲休憩空间 © Wen Studio
Lounge © Wen Studio

老房子中拆除下来的有几十年历史的老木头以及从石材厂就地“捡”回来的碎石道具等，都在空间中被重新赋予新的功能。Sò Studio通过保留原有的历史痕迹创作出属于现在新的“痕迹”。这种保留与创作既是空间故事的延续，也是对进行中创作的记录。

Antique doors kept from the old house and the random rocks picked from the quarry are serving both aesthetic and functional purposes. By retaining the historical traces, Sò Studio creates new trace belonging to the present. This kind of retaining and creation is not only the continuation of the space story but also the record of the ongoing creation.

▲老木板装饰 © Wen Studio
Antique doors decoration © Wen Studio

▲定制地毯 © Wen Studio
Custom carpet © Wen Studio

▲保留的原有建筑痕迹 © Wen Studio
Retained historical traces © Wen Studio

“居住现场-Resident In”旨在还原艺术家居住的状态，像是一个起居室。木质材料，搭配暖色调以及低色温灯光烘托出相对私密的高级感的氛围。沙发、地毯与衣柜式的衣架这种场景化的布置，表达出Sò Studio所强调的故事性与沉浸感。虽然不具备居住的属性，但却给人想要长时间停留的状态。

“Resident in” is a privative concept to recreate the conditions of where the artist lives, likes a living room. Wood texture, warm yellow color, and low color temperature lighting are used at the store to generate a relatively private and deluxe atmosphere. The setting of sofa, carpet, and clothes-like racks expresses the story and immersion emphasized by Sò Studio. Although it is not meant to be lived in, it presents what a lived-in space looks like.

▲玻璃展示架 © Wen Studio
Glass display racks © Wen Studio

由设计师在现场进行创作和涂刷的不规则蓝色墙面，故意创造了一些破碎的层叠。克制和舒适的空间美学在这里得以体现。

The designers intentionally painted the walls in blue unevenly to create a peeling or crackling appearance. The restrained and tuned-down choices of color give a sense of comfort and privacy to the space.

配饰区延续外立面相同的颜色基调，异形与夸张造型的展示柜陈列其中。发射台落地灯，定制图案的地毯，展示柜斑驳的细节处理体现出 “故意”的创作。

Accessories area is using the same ginger color as the store facade. The abnormal and exaggerated display cabinets are placed here. A standing lamp that looks like a launch pad, customer carpet, and the mottled treatment on the cabinet tells the story of “on purpose” creation.

对原有痕迹的保留、二次创作和新元素的添加，共同构成了整个空间进行中的创作理念。例如从空间中保留建筑原有的痕迹例如斑驳的墙面、裸露在外的建筑结构，遗留下来的装饰痕迹等，以及由废弃水管进行二次创作改造而成的包架。

Exposed brick walls and structural steel and traces of the decorations that were put in place by previous owners are kept in place. Abandoned pipes were rearranged and turned into racks for handbags. Retaining and repurposing the existing conditions and introducing new elements form the “on-going” design concept of the store.

“新”不是只指初始的、没有用过的事物，空间中不排斥“使用感”，或者说是刻意模糊了新旧，使其共同作用，创造出独一无二的美学效应。空间由此成为了一个装载故事的容器，将新旧串联在一起，与新天地自身的底蕴产生巧妙的呼应。

Sò Studio intentionally blurs the boundary between used and new by re-purposing used materials in new designs to create a style that is unique to LOOKNOW. The space, then, becomes a vessel for stories that the used materials carried with them. But the old stories are told in creative ways that incidentally match the overall cultural quality of Xintiandi.

项目信息

项目名称：LOOKNOW新天地旗舰店
概念：House now
面积：240平方米
地址：上海市马当路新天地时尚二期
客户：LOOKNOW
完成年份：2021年
摄影：Wen Studio
设计团队：Sò Studio
设计总监：吴轶凡、刘梦婕
空间设计师：李宇飞、方子超
灯光设计：OUI DESIGN
家具品牌：B-LINE, Verpan
灯光品牌：OUI
瓷砖：品逸瓷砖
深化施工团队：上海慧弘建设集团有限公司

Project information

Name: LOOKNOW Flagship Store
Concept: House now
Gross Built Area: 240 square meters
Address: Xintiandi Fashion Phase II, Madang Road, Shanghai, China
Client: LOOKNOW
Completion Year: 2021
Photographer: Wen Studio
Design team: Sò Studio
Design director: Yifan Wu, Mengjie Liu
Space designer: Louis Lee, Para Fang
Lighting designer: OUI DESIGN
Furniture brand: B-LINE, Verpan
Lighting brand: OUI
Tile brand: Pinyi tile
Construction team: Shanghai Huihong Construction Group Co. Ltd.