“传统的典藏馆是专业机构或个⼈⽤于记录⽂件、藏品收藏,⼤多⽤于科研或⽂化传播。”当⼈们谈起典藏馆,最明显的视觉标志便是极具规模的整⻬货架。设计师提取相关视觉元素与建筑学理论结合,打造符合NOME⽓质的空间。将零售空间视为archive, 其藏品也从原来的记录和收藏功能转换为陈列储藏极具设计感的商品。

Traditionally, the archive is used by professional institutions or individuals to record documents and collections mostly for research or cultural dissemination. When people talk about the archive, the most obvious visual sign is the neatly organized shelves of great scale. The designers have taken the relevant visual elements and combined them with architectural theory to create a space that fits the NOME ethos. The retail space is seen as an archive, and the collection has been transformed from a documentary and collecting function to a display of design-inspired goods.

▼项目概览,overview ©Wen Studio


Form space and order


Atelier xy has involved and practiced the three aspects of architecture: form, space, and order. Form and space are important elements frequently used in architecture, and these elements are interlinked to form an integrated whole. When these elements are perceived, reinforced by each other, and fully subordinated to the essential features of the whole, a conceptual order emerges. This order leaves a lasting impression that is not comparable to fleeting perceptual observations.

▼从美妆区看向中央区,view of the central space ©Wen Studio


For the existing space of the Nome archive, Atelier xy subdivided the layout of the displays in the shop based on the existing axial grid of the building. While taking into account the two main shopping flows, the arrangement is spread out in a matrix. While maintaining a unified order, the layout of the displays is varied according to the shopping flow of the customers.

▼中央区,the central space ©Wen Studio

▼空间以矩阵式排列展开,the arrangement in a matrix ©Wen Studio


▼轴测图,axonometric diagram ©Atelier xy

The triangular central area is the core of the design and divides the shop into the central area, the clothing area, and the beautiful area. The large volume of shelving is arranged in descending order from the outside to the inside, from high to low, according to the axes, giving a sense of order from any angle. As customers move between the shelves, they will naturally move towards the cashier counter due to the flow of the racks.

▼形式、空间、秩序下的货架,shelves forming space and order ©Wen Studio


The shelves are arranged in a matrix of stepped heights from high to low, and they sit neatly on a set axis, creating an interesting order. What is even more interesting is that the two sides of the shelves are designed in yellow and blue respectively. As the customer walks through the shop, the props appear in different colours depending on the angle of observation. The rhythm of the space is thus created. The biggest challenge for the designers in this project was to organise and store the tens of thousands of products in an orderly manner. The products that needed to be highlighted were placed in the prime viewing areas of the shelves, while the storage features were placed at the top and bottom of the shelves where they were not easily accessible to customers.

▼⾏⾛于货架中的视角,view from inside the shelves ©Wen Studio


The basic rule of product display

“极度舒适”是瑞典艺术家Michael Johansson实践的⼀个艺术装置系列。他痴迷于不同物体之间的规则性和巧合,⽽这些物体可能只是通过⼀种共同的颜⾊和形状联系在⼀起。设计师从Michael Johansson的作品中获得关于“强迫症”和“洁癖”的启发,为整合诺⽶典藏馆数以万计的产品类型找到突破⼝。

“Things fitting perfectly into other things” is a series of art installations practiced by Swedish artist Michael Johansson. He is obsessed with the regularity and coincidences between objects that may only be linked by a common colour and shape. The designer takes inspiration from Michael Johansson’s work on ‘obsessive-compulsive disorder’ and ‘cleanliness’ to find a breakthrough in integrating the tens of thousands of product types in the Nome archive.

▼追求“极度舒适”的基本准则,The basic rule of product display ©Wen Studio


▼展柜图解,cabinet separators ©Atelier xy

There are 15 categories and 1,750 product types in the Nome archive, with a total storage capacity of 32,000. One of the most important design issues was how to display the large variety of products in a way that was visually pleasing and not overwhelming. The triangular area in the middle of the shop is used to group and display a large number of white shelves for lifestyle products. However, due to the different sizes of the products, different sizes of auxiliary props are needed to assist the display. The designer has designed a ‘basic auxiliary’ and a ‘variation auxiliary’ on the basis of white cabinets. The ‘variation aids’ were placed within the prime viewing area of the cabinet, while the rest of the space was filled with the ‘basic aids’. The result is a uniform and orderly arrangement with a varied mix of shelves.

▼蓝色侧柜细部,details ©Wen Studio


The shelves in the beauty area are trendy and modern, designed from the actual product display needs and customer experience, into several different types of stands and displays. The overall image of the retail is fashionable and modern while matching the product experience, enriching the overall retail environment.

▼美妆区,the beauty area ©Wen Studio

▼美妆区展架,shelves in the beauty area ©Wen Studio


▼展架图解,display cabinets ©Atelier xy

The shelves in the garment area are warm wood elements in a trendy and modern tone, more skin-friendly and closer to life. The shelves against the wall are designed to allow for flexibility in the display of clothing, with all wooden aids being easily dismantled to suit the different lengths of garments required for hanging. Several small stainless steel booths are stacked to create different booths to match the season’s clothing display requirements.

▼服装区入口,entrance of the garment area ©Wen Studio

▼服装区,the garment area ©Wen Studio


Retail lighting


Modern lighting design has gradually evolved from traditional accent lighting to uniform lighting of spaces. This is exactly what is required for the lighting of the Nome archive, which has a wide selection of products. The shop lighting is subdivided into line lights, point sources, line channel strips, and downlighters to ensure overall illumination and light performance while taking into account the product performance of each area. The shop luminaires all use high colour rendering light sources with a colour rendering Ra>90 to evenly represent the entire space scene and accurately reproduce all product colours and textures. The overall lighting atmosphere of the shop is divided into 2 main tones: warm and intimate lighting in the central area, highlighting the products, and stylish and modern lighting in the clothing and beauty areas, with bespoke strip luminaires to showcase the beautiful curved lines of the ceiling. Space, props, displays, and lighting are the key elements of the new branding concept for the Nome archive.

▼收银区照明,lighting over the cash area ©Wen Studio

▼平面图,plan ©Atelier xy

▼剖面图,sections ©Atelier xy

项目名称:NOME Archive
项目设计 & 完成年份:2020年&2021年
产品设计:Atelier xy+TIWU
照明设计:Zenko lighting

Project name: NOME Archive
Design: Atelier xy
Website: https://atelier-xy.net/ 
Contact: yueying@atelier-xy.net 
Design year & Completion Year: 2020&2021
Leader designer & Team: Qi Xiaofeng/Wang Yuyang/Ye Zhuoran
Project location: Guangzhou,China
Gross Built Area: 460 sqm
Photo credits: Wen Studio
Clients: NOME Commercial
Brands / Products: NOME
Product design:Atelier xy+TIWU
Lighting design:Zenko lighting