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“不一样的舒适”-- 追求优质的面料与舒适的体验,是安奈儿长期以来的品牌理念。因此,绽放设计团队对于该空间的思考即是通过打破传统的童装商业印象,利用天然原生态的理念呈现一个独特、鲜活、具有买手店气质又不同于普通零售的“童装零售体验店”。

设计师试图从传统的童装店模式中释放、塑造安奈儿的新形象,因此设计中着重强调呵护、舒适的空间,突破中规中矩的材料模式,回归自然本真。大胆地利用原生态的混凝土,回收旧粗木等材质,旨在打造一个具有独特购物体验的童装零售空间。

设计师运用原始木材和清水混凝土等原生态材质,为销售区域及整体空间营造自然最初的氛围感,使空间的原生态概念与ANNIL的诉求——“天然的、有机的”一脉相承,体现出安奈儿品牌“不一样的舒适”的主题。设计师在墙面、地面大面积运用水泥原生态材质,给受众营造原生、质朴、粗糙的直观感受。而儿童服饰的用料必是尽柔软、温暖、舒适之可能,以空间材质的质朴、粗糙对比产品的温馨、柔软,衬托出产品的细腻质感,更加生动地表达了儿童需要呵护的理念。

空间中的陈列柜体融入包裹布、旧粗木的元素。在幼儿服装区,视觉化地将柜体比作裹婴布进行包裹,用纯白亚麻布包裹概念体现幼童的纯洁、材料的自然,引申出安奈儿品牌对婴童的呵护之意。中岛台的旧粗木元素以及男女童装区展柜的旧木饰面,更为空间中单纯的原生态氛围加入了一丝人文情怀。旧木经过时间的沉淀与如同新生儿般质感的衣物形成对比,让空间气质更加饱满。

最终呈现到受众面前的空间,不仅仅是形式上的,而是将天然原生态这一概念融入设计的每一个环节、每一个细部甚至销售的流程中,从而使空间的自然感受与安奈儿的品牌理念紧密契合。

"A different comfort" — Pursuing fine fabric and comfortable experience has long been the brand concept of Annil. Thus, Bloom Design's idea about this space is to break the traditional impression about children's wear business, and to present a unique, vivid "children wear retail space" which enjoys the sense of a boutique store but different from ordinary retail stores.
The designer tries to release Annil from the traditional children’s wear pattern and shape a new image for it. Thus, the design focuses on creating a caring and comfortable space which breaks the traditional materials pattern and returns to true nature. This design uses materials such as natural concrete, recycled old rough wood etc. boldly. The objective is to build a children's wear retail space that offers unique shopping experience.
The designer uses natural materials such as original wood and fair-faced concrete to create an original and natural atmosphere for the sales area and the whole space. In this way, the "original ecology" concept of the space is in line with ANNIL's demand —“natural and organic"; and embodies its theme "a different comfort". Massive use of cement -“Original Ecology”- both on the wall and floor brings people with original, plain and rough intuitive feelings. While fabrics of children's wear must be as soft, warm and comfortable as possible, plain and rough materials are used in this space. This sharp contrast brings out the soft texture of the products, and expresses the idea more vividly that children need care.
Display cabinets in this space involve wrapped cloth and old rough wood elements. In the infant's wear area, the cabinets are compared to babies and being wrapped by cloth visually. The pure white linen concept reflects the purity of infants and the nature of materials, and brings out Annil's care of babies. The old rough wood element of the middle kiosk and the old wood finishes of the children's wear area add humanistic feeling to the pure original ecology atmosphere. Old woods are in sharp contrast with the texture of the clothes which feels like newborn baby, this makes the temperament of the space fuller.
In the final space that the designer presents to people, he integrates the concept of original ecology into every part and every detail of the design and even into the process of sales. The nature sense of the space combines with the brand concept of Annil more closely in this way.

设计公司:绽放设计(Bloom Design)
主设计师: 李宝龙
项目地点:中国.深圳
设计周期:2014.4-2015.6
建筑面积: 90 ㎡
主要材料:水泥板、回收旧木板、鱼鳞网、白色亚麻布、复古水泥自流平
项目团队成员:陈小虎、邢子超、方富明
文案:黄佳烨

Design Company: Bloom Design
Chief Designer: Li Bao-Long
Location: Shenzhen, China
Design Period: 2014.4-2015.6
Building Area: 90 ㎡
Main Materials: Cement slab, Recycled old boards, Scales hole perforated metal mesh, White linen, Retro self-leveling cement
Team Member: Chen Xiao-Hu, Xing Zi-Chao, Fang Fu-Ming
Author: Huang Jia-Ye

原生态的呵护——安奈儿旗舰店 / 绽放设计第1张图片

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来源:本文由绽放设计提供稿件,所有著作权归属绽放设计所有。


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