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兰博基尼中国首家概念店第1张图片


打造独树一帜的奢华生活美学。

Create a unique luxury living aesthetic.

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作为顶级的品牌兰博基尼岩板刚刚进入中国,只有在北京有一家旗舰店,全国各地的展厅并不多,其实最开始我是犹豫的,因为作为一个奢侈品品牌,这个项目的面积只有50㎡,刷新了我承接项目大小的记录,但通过对委托人和品牌、项目场地的了解,我决定接下这个挑战。

——主创设计师李明锋

As a top brand, Lamborghini Slate has just entered China, only has a flagship store in Beijing, and there are not many showrooms across the country, in fact, I was hesitant at first, because as a luxury brand, the area of this project is only 50 square meters, which refreshed my record for the size of the project, but through the understanding of the client, the brand, and the project site, I decided to take on this challenge.

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一动一静相互矛盾。这个空间是个9米*6米的长方形空间,南面及东面是商场的通道,其中南面更是引流客源的主通道,北向则通往委托人代理的另外一个岩板品牌。特殊的位置决定了它既要具备吸引客流的橱窗展示功能,又要具备商务洽谈的会客功能,一动一静相互矛盾。空间与品牌吊调性相互矛盾,过于方正的呆板空间与兰博基尼高端个性的品牌调性相互矛盾。

Movement and stillness contradict each other. This space is a rectangular space of 9 meters by 6 meters. The south and east sides are the passageways of the shopping mall, with the south side being the main channel for attracting customers, and the north side leading to another rock slab brand represented by the client. The special location determines that it needs to have both a showcase function to attract passenger flow and a reception function for business negotiations, which contradicts each other in terms of movement and stillness. The space and brand tone are contradictory, and the overly square and rigid space contradicts the high-end personality of Lamborghini's brand tone.

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不同模式之间相互矛盾。概念店的体验模式与传统店面的产品展示模式相互矛盾。

Different modes are contradictory to each other. The experience mode of concept stores contradicts the product display mode of traditional stores.

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解决点:为了解决掉这些矛盾点,首先,我们在南面墙设置主入口,既然空间局促,我们就不要再做分区,简单粗暴点。

Solution: In order to resolve these contradictions, first, we will set up a main entrance on the south wall. Since the space is limited, we will not create any more partitions, but rather focus on simple and rough points.

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大尺度的入口让客人在走动的过程中可以对店面一览无余,这种情况下就需要店里的内容足够抢眼,能够吸引人流进入。

The large-scale entrance allows customers to have a clear view of the store while walking, which requires the store's content to be eye-catching enough to attract foot traffic.

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将这个空间的展示功能发挥到极致,同时在入口处设置可以电动升降的半透明卷帘,通过这样的方式让这个空间相对独立起来,可以进行商务洽谈的同时,外面的人还可以隐约看到空间内的展示。

Maximize the display function of this space, and set up semi transparent roller blinds that can be electrically lifted at the entrance. This way, the space is relatively independent, allowing for business negotiations while also allowing people outside to vaguely see the display inside the space.

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我们把东墙作为重点,希望可以传递三个信息。第一个是兰博基尼品牌独有的楔形元素,突出品牌特性;第二个是整个墙面通过三角形之间的缝隙灯带的颜色变化及整个墙面的动感造型让人联想到《变形金刚》热破变身的场景,制造一波回忆杀,让客人产生共鸣;第三个是通过赛车座椅质感的岩板与不锈钢材质的对比增加空间的视觉效果。

We prioritize the East Wall and hope to convey three messages. The first is the unique wedge element of the Lamborghini brand, highlighting brand characteristics; The second one is the color change of the light strip through the gaps between the triangles on the entire wall, and the dynamic shape of the entire wall, which reminds people of the scene of the hot break transformation in Transformers, creating a wave of nostalgia and resonating with customers; The third one is to enhance the visual effect of the space by comparing the texture of the racing seats with the stainless steel material.

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整体造型将本来空间中突兀的结构柱进行自然的视觉隐藏,增加了空间的尺度感和整体性。

The overall design naturally conceals the abrupt structural columns in the original space, increasing the sense of scale and integrity of the space.

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在西墙北墙设置产品元素展区,一方面在功能和空间属性上我们解决矛盾。

Setting up a product element exhibition area on the west and north walls, on the one hand, we resolve conflicts in terms of functionality and spatial attributes.

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另一方面在商业逻辑上,我们希望通过,视觉反差的对比、材质的冲击来创造矛盾,增加话题感。毕竟一个好的商业是需要更多的人,去谈论、赞美或是吐槽才能记住的。

On the other hand, in terms of business logic, we hope to create contradictions and increase the sense of topic through visual contrast and material impact. After all, a good business needs more people to talk about, praise or roast to remember.

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项目名称:兰博基尼中国首家概念店
设计公司:弘心空间设计研究院
主创设计:李明锋
设计团队:徐伟伟 蒋励
项目面积:54m²
设计时间:2021/07
完工时间:2022/02
项目主材:深渊镜、灰镜、金属饰面板、兰博基尼岩板
摄影版权:弘心空间设计研究院

Project Name: Lamborghini's first concept store in China
Design company: Hongxin Space Design and Research Institute
Main design: Li Mingfeng
Design team: Xu Weiwei, Jiang Li
Project area: 54m²
Design time: 2021/07
Completion: 2022/02
Main materials of the project: abyss mirror, gray mirror, metal veneer, Lamborghini rock slab
Photography copyright: Hongxin Space Design and Research Institute


来源:本文由弘心空间设计研究院提供稿件,所有著作权归属弘心空间设计研究院所有。

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