木头是艺术家的创作灵感之源，通过它打造的商业空间为访客的探索带来更多生机和活力。——HRD翰弘设计
Wood is the one of the creative inspirations for artists, and the commercial space applied in woods, brings more vitality and introduces natural ambiance to visitors’ exploration.——HRD Design
nicerice前滩店位于上海浦东前滩太古里商场的木区内，是该区域的标志性地点，也是nicerice在上海开设的第三家店铺。在上海经历了三年的疫情后，线下体验对消费者变得尤为重要，这促使本土设计师品牌nicerice分别开设了新乐路店（首家线下店）和新天地南里店，并收获了良好的市场反馈，积累了许多熟知和喜爱品牌风格的客户群体。
Nicerice Qiantan Store is situated in the wooden area of Taikoo Li Mall in Pudong, Shanghai. It serves as a distinctive landmark in the area and marks nicerice’s third store opening in Shanghai. After going through three years of the pandemic in Shanghai, offline experiences have been expected to bring more possibilities to consumers. This prompted the Shanghai-based, designer brand nicerice, to open its first offline store on Xinle Road followed by the second in Xintiandi, both of which have received positive market feedback and attracted many customers, fond of the brand’s style.
HRD翰弘设计将nicerice前滩店设计成多功能的复合体验空间，用于展示品牌理念、产品陈设、拍照打卡以及销售试衣等。受品牌传达的理念“只是衣服而已”，一种轻松、简单的生活态度影响，设计师在店铺的后方，划分出一片区域供人茶歇休憩。逛完前滩店后，你会感到一种新奇、而又舒适的感觉。
HRD Design has transformed the Nicerice Qiantan Store into a multifunctional experiential space, dedicated for presenting brand concepts, product displays, check-out spots, and clothing trials. Inspired by the brand’s philosophy of “just clothes,” which reflects a relaxed and simple lifestyle attitude, the designers have planned an area at the back of the store for people to relax and take a break. After exploring the Qiantan Store, you will experience a sense of novelty together with the comfort endowed in the entire space.
∇ 爆炸图概括
通过引入“木屋中的木屋”概念，我们将品牌空间与商场公区环境相融合，为人们带来无缝的漫步体验。这一设计理念旨在突破品牌在线下空间中极力凸显自我识别度的常规思想，让小空间延续大空间的氛围，并以此强化品牌的调性。我们的目标是营造宁静、放松和温暖的氛围，让人们感受到内心愉悦和对自然木作的共鸣，从而提升访客的探索体验，与品牌产生深层次的情感联系。
By introducing the concept of “a wooden house within a wooden house,” we seamlessly integrated the interior with the public area of the shopping mall, creating intact wandering experience for people. This design concept aims to break up the conventional idea of emphasizing spatial identity, instead allows the inner space to extend certain atmosphere of the building already established, thus the brand’s feature appears in a more compelling way. In the end, our goal is to create a tranquil, relaxed, and welcoming atmosphere, where people can feel the inner joy evoked by discovering while also resonate with natural woodwork, thereby one’s experience could be completed in more explorative way establishing a deep emotional connection with the brand.
“木屋中的木屋”不仅仅是使用木材进行装饰，也是以木质美学为设计指导，以结构力学为依据，构建了一个完整的功能系统。这个系统用以满足照明、陈列、试衣功能和仓储收纳的需要。
“The wooden house within a wooden house” is more than just using wood as decoration. It is guided by the aesthetics of wood and built upon the principles of structural mechanics, creating a comprehensive functional system. This system serves the purposes of lighting, display, fitting rooms, and storage, fulfilling various demands within the space.
∇ 道具 木构
我们也在空间中进行了木头与其他材料的融合探索，木构件的连接处嵌入了金属构件，将白色的人造石和哑光涂料引入核心筒区域，灰色水泥则作对比，差异化地呈现出现代与工业感，它带来一种坚实和稳定的氛围，因此选作地面和基底墙体的材料。
We also explored the fusion of wood with other materials in the project. Metal components were employed at the joints of the wooden structure, incorporating white artificial stone and matte coatings into the core area. In contrast, gray cement was used to create a sense of modernity and industrial aesthetics, which contributes to a more solid atmosphere, alternating an ideal choice for the flooring and base walls.
试衣间区域布置了简洁的皮质软包长凳，背靠着轻声吹拂的电力驱动风墙，为人们创造了一个私密而舒适的空间，用于等待、休息或与朋友交谈。
The fitting rooms are furnished with sleek leather cushioned benches, backed by electrical wind walls that gently blows. It creates a private and comfortable space for individuals to wait, relax, or engage in conversations with friends.
此外，木屋的后区还设有一个同时为内外提供服务的咖啡吧台，使用与收银台一致的纯白色人造石进行打磨，呈现一致的视觉效果，也打造完整的店铺体验。同时，我们在此设计了 “第二互动区”，置入随手可拨动的翻滚墙，为人们在等待和休息时带来孩童时代熟悉的趣味体验。
In addition, the rear area of the site features a coffee bar that serves both the interior and exterior. The bar is crafted with pure white engineered stone, polished to match the cash counter, creating a cohesive visual effect and enhancing the overall store experience. Furthermore, we have designed a “Second Interactive Zone” in this area, introducing a rolling wall that can be easily manipulated. It provides a playful experience, which is reminiscent of childhood for people to enjoy.
经过与太古里商场的运营及物业方多方沟通后，我们获得了在木屋外侧商场公区立面，进行一致风格装饰的许可。在确保设备房和消防逃生楼梯正常使用的前提下，我们开辟了第三互动区。通过可视交互的数字化风墙装置，连同CNC切割加工的实木饰面板，将店铺的两面开口连接起来，形成内外贯通的nicerice空间视觉形象。
After extensive communication with the operations and property management of Taikoo Li, we obtained permission to decorate the exterior facade of the wooden cabin in a consistent language with the mall’s public area. With the proper functioning of facility room and fire escape stairs, we created a “Third Interactive Zone”. By combining a visually interactive installation that features digital wind wall with CNC-cut solid wood panels, we connected the two sides of the store’s openings, creating a seamless visual impact that unifies the interior and exterior of Nicerice Qinatan Store.
∇ 平面图
项目信息
木屋里的木屋 – Nicerice前滩店
业主：Nicerice好饭
完成时间：2022
面积：280sqm
地址：上海市浦东新区前滩太古里木区3楼
项目类型：商业
建筑设计：HRD Design 上海翰弘建筑设计
主持设计：柴弘、孟寰
团队：徐冰峰（项目主管），袁卫兵（现场主管），蔡东玮（施工图）
施工：上海重玖建筑装饰工程有限公司
摄影：NI陆林妮
主要材料：杜邦人造石、木饰面、PET、大师漆、岩板
装置设计：李昕（互动装置），范可（结构装置），杨磊（艺术装置），杨广瑞（百叶装置），
吕新娟、管洪毅（收纳定制）
照明支持：张勇
木作：安信伟光
Client: nicerice
Completed year: 2022
Floor area: 280sqm
Address: 3rd floor of wooden area, Qiantan Taikoo Li, Pudong, Shanghai
Project type: commercial
Architectural and interior design: HRD Design
Design Director: Red Chai, Meng Huan
Design Team: Steven Xu (Project Manager), Weibing Yuan (Site Manager), Dongwei Cai (drawings)
Construction Firm: Chongjiu Architectural Deco, Shanghai
Photographer: Linni Lu
Material: artificial stones, wooden finish, PET, painting, tiles
Installation Design: Xin Li (interactive), Ke Fan (structural), Lei Yang (Art), Guangrui Yang (Fins)
Lighting Support: Yong Zhang
