DJI 大疆创新，致力于成为持续推动人类进步的科技公司，通过科技创新重塑人们的生产和生活方式。E Studio与大疆一直保持着密切的合作关系，持续三年以来的科技零售实践合作，不断研发满足新消费需求的空间和场景。
DJI is a tech company that endeavor to empower creativity and innovation for human. They have reconstructed human production and lifestyle through scientific and technological innovation. E-Studio has been working with DJI closely in the past three years in the practice of t retail space for tech, and constantly developing spaces and scenarios in the demand of the new consumers.
本案DJI&HASSELBLAD概念店是大疆全新店型SI，旨在完美融合的影像体验空间，近距离体验大疆与哈苏影像产品，感受大师作品，领略匠心工艺与科技之美。
DJI & HASSELBLAD Store is a new store type SI of DJI, aimed at creating a perfectly concept image experience space. You can experience DJI and Hasselblad for a closer look at image products, enjoy the masterpieces and appreciate the originality and the beauty of technology.
上海首家概念旗舰店选址繁华的新天地商业街，整栋建筑保留上海近代标志石库门外立面，室内以极简的科技形象回应历史街区，一场“过去”与“未来”的对话。
The first concept flagship store in Shanghai is located in the bustling Xintiandi commercial street. The entire building retains Shanghai’s modern iconic Shikumen facade and the inner district responds to the Historic Blocks with a minimalist technological image. This starts a dialogue between “past” and “future”.
DJI&HASSELBLAD概念店SI的形象开发难点在于在两个品牌属性中寻找平衡点：“代表未来的大疆创新”和“代表永恒经典的哈苏相机”，在同一零售场景中品牌的融合与区分。
The challenge in developing the image of DJI&HASSELBLAD Blend Store SI was to explore a balance between two brand attributes: “DJI innovation representing the future” and “Hasselblad camera standing for the immortal classic”, and the brand convergence and differentiation in the same retail scenario.
而今百花齐放争奇斗艳的市场商业氛围下，什么形象能代表大疆和哈苏？唯有大疆和哈苏的产品才能足够代表品牌本身。E Studio希望呈现极致的工业设计与产品展陈体验，因此在空间设计上使用减法，去除一切出跳的造型，仅保留材质和空间块面的感受，让产品得到最大程度的突出与展示。
In the current commercial atmosphere where all flowers bloom together and there is fierce competition. What image can represent DJI and Hasselblad? Only the products of DJI and Hasselblad can fully represent the brand itself. E Studio hopes to demanstrate the ultimate industrial design and product display experience. Therefore, the subtraction is applied in the room design, eliminating all the salient parts and only retaining the feeling of materials and space blocks. Eventually the products could be extremely highlighted and displayed.
空间布局上一层设置DJI产品体验区，二层设置HASSELBLAD影像画廊和Workshop。
On the first floor, the DJI product experience area is set up, and on the second floor, the HASSELBLAD video gallery and workshop are build.
强调未来科技与永恒经典相融合，打造一个有品质感的博物馆展陈空间，室内由灰色石材构成纯粹的容器，精致的产品整齐均匀的陈列在“巨石”上，所有的展示陈列道具均由石材制作，形成规律稳定的石块矩阵，均质的空间使产品更加突显。
It emphasizes the integration of future technology and timeless classics to create a museum exhibition with a sense of quality. The gray stone interior of constitutes a pure container and the exquisite products are neatly and evenly displayed on the “great stones”. All displayed and exhibited appliances are made of stone, forming a regular and stable stone matrix. The homogeneous space makes the products more prominent.
一二层通过灵动的金属旋转楼梯连接，透过玻璃幕墙形成轻盈之感，随着日照形成有趣的光影艺术。旋转楼梯中空部分作为店内的试飞体验区。
The first and second floors are connected by a dynamic metal spiral staircase, which creates a sense of lightness through the glass curtain and forms an interesting optic artistry with the sunlight. The hollow part of the spiral staircase is used as a test flight experience zone in the store.
HASSELBLAD
“这是我一个人的一小步，但是整个人类的一大步。”1969 年，当尼尔阿姆斯特朗作为人类第一人首次踏上月球表面时，他这样说道。
“It’s a small step for me, but a giant leap for mankind.” said Neil Armstrong who first set foot on the surface of the moon in 1969.
有的瞬间
注定成为经典
在光影凝为影像之前
相机的背后，灵感已然迸发
一切始于一个人
对突破常规的追求
从胶片时代到数码时代
哈苏致力于打造影像工具
诠释影像创意让灵感绽放
Some moments
are destined to become classics
Before light and shadow become images
Behind the camera, inspiration was burst out
All starts with a person
The pursuit of breaking through regularity
From the film days to the digital days
Hasselblad aim to strike image tools
Interpret image creativity to spark off inspiration
记录经典，成为经典！八十年里，哈苏定格无数传奇一刻。E Stuido策划哈苏的零售区为艺术画廊，弱化商业零售的攻击性，以艺术的方式再现经典瞬间，使影像爱好者可以自然的沉浸其中。画廊选择1969年阿波罗“登月”作为主题，陈列限量版NASA监制1:1宇航员雕塑。
Record classics and become classics! Over the past 80 years, Hasselblad has captured countless legendary moments. E Stuido has designed the Hasselblad retail area as an art gallery, reducing the aggressiveness of commercial retail and recreating classic moments in an artistic way. Therefore, video enthusiasts can get absorbed. The 1969 Apollo moon mission was chosen as the theme of the gallery, with a limited edition 1:1 NASA astronaut sculpture.
空间整体用色克制，将色彩的比例预留给影像作品。哈苏展陈道具使用哑光黑色木纹制作，台面使用软质的灰色皮革衬托相机精致的工业设计，背柜道具的设计中融入哈苏快门按钮标志性的橙色，品牌特征在黑色空间中更加耀眼。
The overall color is moderately restrained in the he space, reserving the proportion of color for the video works. The Hasselblad exhibition props were made of matte black wood grain. The soft gray leather surface sets off camera’s delicate industrial design. The iconic orange of Hasselblad shutter button is integrated into the design of cabinet props, which makes the brand feature more obvious in the black space.
思考这个时代可执行的SI形象设计，打造符合品牌气质的空间同时兼顾可复制性和全球范围内异地施工的品控问题，E STUDIO基于大疆和哈苏的产品体验开发了一系列的展陈道具模块，建店以“拼乐高”的方式实现高适配度的灵活组合。
Consider the executable SI image design in this era and create a space that fits the brand while taking into account the reproducibility and quality control of off-site construction worldwide. E STUDIO developed a series of exhibit modules based on DJI and Hasselblad’s product experience, and built flexible combination in the way of “Connecting Lego” to achieve high fitness.
DJI&HASSELBLAD STORE（大疆哈苏概念店）
本案将构造和展示道具实现工厂标准化生产，预制并通过合理的运输方式降低损耗，从而实现高效的全球建店模式。
In this case, the construction and display props to realize the standardization and prefabrication in the factory. The loss is reduced through reasonable transportation, thus realizing an efficient global store opening.
DJI ARS STORE（欢乐海岸店）
大疆ARS门店形象已在全球落地超百家门店，DJI旗舰店选址佛山最繁华的商业中心欢乐海岸plu建店。
There are over a hundred DJI ARS stores worldwide. The flagship storet is located in “OCT HARBOUR PLUS”, one of the most popular commercial center in Shunde, Foshan.
整栋建筑以简洁的多边形回应规矩的场地，采用大面积的高透亮玻璃，环绕于建筑外部，这样可以使建筑仿佛隐于自然亦或是成为景观本身，为街区提供了最大化的视野，同时极具未来感的建筑塑造了欢乐海岸独特的形象。
The building takes a sleek polygon shape as a contrast of the rectangle area. Ultra-transparent glass is used overwhelmingly to construct the facades of the building, making the store itself a landscape that is fully blended into the surroundings, providing maximum views for the block, and creating a unique and futuristic image for Happy Coast.
在整个设计中，通过对建筑本身，做最大程度的保留。建筑坡屋顶，呈现出不规则形态，成为了一个设计难点，很难寻找平衡点，所以在考虑店铺整体的环境氛围，通过折线形的处理，采用了局部天花软膜系统，光线通过白膜的发散，模拟出了均匀、通透的自然光效。
The design retains the original structure of the building to the maximum extent, but modern elements are also taken into consideration. As a result, a sloping and irregular roof is adopted. Though it is difficult to balance between the traditional beam structure and the irregular roof, it is worth trying, as we believe the era of technology deserves pioneering design. Considering the overall in-store environment and atmosphere, soft films are partially used in constructing the mansard ceiling, where the divergence of light creates a clear and natural lighting effect.
在未来，E Studio依然致力于探索商业空间设计，从高科感、艺术性、新材料的运用，到多元社交、互动开放环境的营造，多方面挖掘商业痛点，将商业空间的构建推到全新高度。
In the future, E Studio will continue the endeavor to explore retail space design, and search for the critical points in designing such space, from the artistic application of technology and new materials to the creation of diversified social interaction and open environment, in the hope of pushing retail design to a new level.
项目信息
项目名称：DJI& HASSELBLAD大疆哈苏概念店
项目地点：中国 深圳
项目面积：580 m²
完成时间：2022.03
室内设计：范君健、周炫焯
协作设计：房桂云、黄晨曦、邬乐晴
摄影：yuuuunstudio、谭汇韬Tony Tan
Project name: DJI& HASSELBLAD
Project Location: ShangHai, China
Project scale: 580 m²
Completion time: 2022.03
Interior design: Ken Junjian, Zhou Xuanzhuo
Cooperative design: Fang GuiYun,Huang ChenXi,WU LeQing
Photographer: yuuuunstudio、Tony Tan
