©ZARA
本真、沉浸、深远
西班牙时尚零售品牌ZARA全新的亚洲旗舰店在位于南京新街口商圈的核心地带盛大启幕，标志着该品牌零售业态发展的重要里程碑。旗舰店由AIM恺慕建筑设计事务所设计，呈现了一个兼具沉浸感与动态性的空间，设计语言与城市脉络深度共鸣，定义了旗舰店的崭新范式。这是一次对传统时尚零售模式的全面革新，ZARA与AIM携手，将愿景转化为现实，为品牌未来的门店树立了新标杆。
AIM | ZARA Nanjing Xinjiekou Flagship Store
Authentic. Immersive. Impactful.
Located in the heart of Xinjiekou, Nanjing's bustling commercial district, this new ZARA Asia flagship store marks a pivotal moment in the brand's fashion retail evolution. Designed by AIM Architecture, this store represents a bold new flagship typology, one that is immersive, spatially dynamic, and deeply integrated into the city's urban fabric. As a significant evolution from the conventional fashion retail model, ZARA entrusted AIM to bring this vision to life, setting a new precedent for the brand's future store concepts.
From Left 1 ©ZARA; 2 ©Seth Powers
一个与城市联结且不断演化的空间
门店作为街道的延伸，与周边城市环境共鸣。
新的建筑外观线条流畅，以大悬挑雨棚环抱公共空间，构成门店、城市与人的紧密联结。
通过重新设计的街道绿化景观与精心布局的入口广场，我们将品牌体验延伸至零售货架之外，诚邀每一位过客驻足，欣赏和体验这一崭新店面。
A Connected and Evolving Space
Designed as an extension of the city, the store creates a natural dialogue with its surroundings.
A new fluid architectural skin and big cantilever canopy, embraces the public space, connecting the store with the city of Nanjing and its dynamic population.
Together with the redesigned streetscape and entrance plaza, we extend the brand experience beyond the retail floor, welcoming passersby to engage with the store beyond shopping.
©Seth Powers
ZARA南京新街口旗舰店不仅仅是一家零售门店，它重新定义时尚与城市的互动方式，开启一种流动且多维的感官体验，模糊零售、公共空间和文化参与间的界限。设计鼓励公众互动，将街道的韵律融入空间，为访客开启与品牌对话的崭新维度。
在这里，严谨架构与自由灵动、高效便捷与探索乐趣，达成精妙平衡，让零售体验超越购物本身。
More than just a store, ZARA Nanjing Xinjiekou Flagship Store redefines the way fashion interacts with the city, offering a fluid, multi-layered journey that blurs the boundaries between retail, public space, and cultural engagement. The design invites public interaction, weaving the rhythms of the street into the store and opening up new ways for visitors to engage with the brand.
A new balance emerges between structure and spontaneity, efficiency and discovery, elevating the retail journey into something more than transactional.
From Left 1-5 ©Seth Powers;
6-7 ©ZARA
传统与未来的交融
建筑和室内设计在ZARA不断演变的全球形象与南京城市景观之间找到了平衡，创造了一个既现代又符合当地语境的空间。红砖山形楼梯体现了南京的文化脉络，楼梯向外延伸，将门店与街景相连。该区域以Zacaffè为中心，形成集座位、产品陈列和休憩空间于一体的多功能空间。
Where Heritage Meets the Future
The architectural and interior design strike a balance between ZARA's evolving global identity and Nanjing's urban landscape, creating a space that is both contemporary and contextually grounded. Nanjing's cultural fabric is expressed through the red brick mountain staircase, which extends outward to connect the store with the streetscape. This multifunctional centerpiece integrates seating, product display, and moments of pause, anchored by Zacaffè.
From Left 1,2,4 ©Seth Powers;
3,5,6 ©ZARA
入口的通高空间作为门店的核心，为品牌搭建起一个开放、灵活的叙事舞台。作为艺术合作、品牌快闪和文化活动的场地，助力ZARA以不断发展的新颖姿态与社区建立良好互动。
A double-height plaza at the entrance serves as the store's spatial anchor, offering an open, flexible environment for the brand to shape its narrative. This space acts as a platform for artistic collaborations, brand storytelling, and cultural activations, enabling ZARA to engage with the community in new and evolving ways.
©Seth Powers
旗舰店如同一台机器，充分体现了ZARA标志性的高效率。这种追求高效的理念融入并支撑了整体设计，但它并未主导空间布局，而是融入了购物体验之中。自动传输系统能够快速处理服装整理和传输工作，使员工能够专注于为顾客提供卓越服务，进一步提升了运营效率。
The store as a machine representing ZARA's signature efficiency, is embedded within and feeds the design. Rather than dominating the space, it is integrated into the shopping experience. The automated clothing transportation system, visible through a glazed wall, further enhances efficiency, quickly processing clothing organization and allowing staff to focus on delivering exceptional service.
From Left 1 ©ZARA; 2 ©Seth Powers
以顾客为中心的体验
材质在塑造感官体验和ZARA不断演变的品牌形象中发挥着关键作用。裸露的结构柱、抛光混凝土地面和混凝土井字格天花板，共同构成了一种大胆而宁静的建筑语言，为ZARA多样化的客户群体提供了视觉效果强烈而触感真实的背景板。
A Customer-Centric Experience
Materiality plays a crucial role in shaping both the sensory experience and ZARA's evolving brand identity. Exposed structural columns, polished concrete floors, and a concrete cassette ceiling establish a bold yet serene architectural language, offering a strong, authentic backdrop for ZARA's diverse customer profiles.
©Seth Powers
为了给顾客提供高度个性化的购物体验，店铺一层引入了ZARA Salon，专为追求高端私密的顾客量身打造。与之对比，二层空间凸显年轻化与实验性的活力，意想不到的材质组合巧妙营造出一种动感而不失精致的氛围。
Offering a layered and highly personalized shopping journey, the ground floor introduces ZARA Salon - an elevated, intimate retail experience tailored for those seeking a more curated and personal approach. In contrast, the upper level embraces a youthful, experimental energy, where unexpected material combinations shape a dynamic yet refined atmosphere.
From Left 1-3 ©Seth Powers;
4-7 ©ZARA
科技和数字交互进一步提升了客户的购物体验，店内设置的潮流自拍舱，提供可预约专业级摄影棚，为顾客带来了互动式、高品质的数字体验。通过虚实结合的零售空间，将门店定位于次世代零售领域的前沿。
Technology and digital engagement further elevate the customer journey, with a bookable, professional-grade photo booth called Zara Fit Check offering an interactive, high-quality digital experience. By merging physical and virtual retail spaces, the store positions itself at the forefront of next-generation retail engagement.
Bottom Left ©ZARA; Others ©Seth Powers
城市锚点
通过模糊零售、社区与文化间的界限，ZARA南京新街口旗舰店不仅仅是一个商店。这个项目通过沉浸式、以体验为导向的途径，与顾客产生多维度的互动。
An Urban Anchor
By blurring the boundaries between retail, community, and culture, we have designed ZARA Nanjing Xinjiekou store to be more than just a store. This project introducing an immersive, experience-driven approach that engages customers on multiple levels.
From Left 1, 3-6 ©ZARA;
2 ©Seth Powers
作为旗舰店，它的规模、影响力以及重要性，都为ZARA的未来发展筑牢了根基。此次与AIM的合作，树立了零售设计领域的新标杆。不仅强化了ZARA作为全球领先的时尚零售品牌的定位，更推动其成为塑造城市风貌与文化景观的积极力量。
As a flagship, its scale, impact, and significance lay the foundation for ZARA's future. AIM's collaboration on this project sets a new benchmark in retail design, positioning the brand not only as a global leading fashion retail brand, but as an active force in shaping the urban and cultural landscape.
©Seth Powers
©AIM Architecture
业主：飒拉商业（上海）有限公司
项目地点：中国南京市新街口
设计面积：3,450平方米
设计时间：2023.11-2024.7
竣工时间：2025.3
AIM设计范围：外立面设计、室内设计、软装设计、标识设计、景观设计设计
设计总监：Wendy Saunders，Vincent de Graaf
项目经理：Marta Pozo, Sacha Silva
项目建筑师： Ewa Szajda
室内团队：Alba Galan, Davide Signorato, 王嘉陈，刘婧博，李冠霖，杨浩辰，郭鹏，松洁，康瑾，夏清雅，高可昕，雷曌华，刘思妤, Victor Mongin, 魏铮，戴维莎，鲍倩倩，陈晓雯，张艺，赵娜
效果图：焦琰
深化设计单位：AIM恺慕建筑设计有限公司
总承包商：上海秋元华林建设集团有限公司
外立面承包商：康玛尼奥家具（昆山）有限公司（负责玻璃部分）/ 上海秋元华林建设集团有限公司
结构工程师兼外立面顾问：bespoke. Sur-Mesure 工程设计工作室
家具供应商：康玛尼奥家具（昆山）有限公司
照明供应商：法格赫照明（苏州）有限公司
视听设备供应商：Inusual Comunicación Innovadora 公司 / 亦西尔科技（深圳）有限公司
Zacaffè 设计：Art Recherche Industrie
数字体验设计：Bagel Affairs
主要材料：混凝土、砖、实木、不锈钢、天然石材、超透玻璃
摄影：Seth Powers, ZARA
Client: ZARA Commercial (Shanghai) Co., Ltd.
Location: Xinjiekou, Nanjing, China
Design Area: 3,450sqm
Design Stage: November 2023 – July 2024
Completion: March 2025
AIM Design Scope: Façade design, interior design, FF&E design, signage design, landscape design
Design Principals: Wendy Saunders, Vincent de Graaf
Project Manager: Marta Pozo, Sacha Silva
Project Architect: Ewa Szajda
Design Team: Alba Galan, Davide Signorato, Emilio Wang, Gabrielle Liu, Guanlin Li, Haochen Yang, Jerry Guo, Song Jie, Kang Jin, Junger Xia, Kexin Gao, Mia Lei, Nora Liu, Victor Mongin, Wei Zheng, Weisha Dai, Qianqian Bao, Xiao Wen, Zhang Yi, Zhao Na
Visualization: JIAO Yan
Detailed Construction Drawing Design: AIM Architecture
General Contractor: Shanghai Choyoin Construction Group Co.,Ltd.
Façade Contractor: Caamaño Asia (KunShan) Furniture and Complements Co., Ltd.(glass)/ Shanghai Choyoin Construction Group Co., Ltd
Structural Engineer&Façade Consultant: bespoke. Sur-Mesure Engineering Studio
Furniture: Caamaño Asia (KunShan) Furniture and Complements Co., Ltd.
Lighting Supplier: Fagerhult
Audiovisual Supplier: Inusual Comunicación Innovadora / ICI Technology Shenzhen Ltd.
Zacaffè Design: Art Recherche Industrie
Digital Experience: Bagel Affairs
Main Materials: Stainless steel, Solid wood, Carpet, Textured paint
Photography: Seth Powers, ZARA
来源：本文由AIM恺慕建筑设计有限公司提供稿件，所有著作权归属AIM恺慕建筑设计有限公司所有。
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