“看见并认同自身之美,欣赏每个她的真实多元之美,彼此鼓励,不吝赞美,共同在女性集体中传递力量。”NEIWAI内外是一个专注舒适内衣、家居服和运动服饰的生活方式品牌,以追求舒适、质感、设计及自我主张的女性为主要人群。STUDIOLITE(SLT)受到品牌委托打造其全新的旗舰店形象,通过将女性身体灵动的轮廓与线条赋予空间的不同纬度,以此将内外鼓励女性多元之美的品牌主张具象化,塑造出一个关注女性自我表达与情感共鸣的全新线下零售空间。

“Seeing and recognizing the beauty of oneself, appreciating each of her true and diverse beauty, encouraging each other, praising each other and working together to transmit strength in the female collective.” NEIWAI is a brand that focuses on comfortable underwear ,home wear and sportswear. As a lifestyle brand that focusing on intimate clothing, it not only brings comfort to consumers, but also allows consumers to find a lifestyle that suit them . STUDIOLITE (SLT) was entrusted by the brand to shape its brand new flagship store image. By giving the flexible contours of the female body to different latitudes of the space, it embodies the NEIWAI brand proposition that encourages women’s diverse beauty. It creates a new offline retail space that empathizes female self-conscious and expresses emotions.

▼店铺外观
exterior view © 吴鉴泉

店铺场地为200多平米的L形空间,位于上海静安嘉里中心。空间的超大展示面围绕柱体展开,通过打开店铺前场模糊了既定边界,让商场公区与店铺自然过渡。

▼轴测图
axonometric © Studiolite

The store site,an L-shaped space,is more than 200 square meters and located in Shanghai Jingan Kerry Center. The super-large display surface of the space is spread out around the column, and the established boundary is blurred by opening the front of the store, allowing a natural transition between the public space and the store.

▼入口区域
entrance area © 吴鉴泉

入口中心区域的曲面矮墙起到了流线组织和功能划分的作用。墙面渐高的一侧所遮挡的区域为私密的内衣产品区与试衣间,矮墙中心围合着家居服和成衣展示系列,契合着品牌由内而外的层次递进。

The curved wall in the central area of the entrance has the function of streamline organization and functional division. The area covered by the rising side of the wall is the intimate underwear product area and fitting room. The center of the low wall encloses the home wear and display series of ready-to-wear, which fits the brand’s progressive level from the inside to the outside.

▼围绕曲面矮墙设置展示区
display area around the curved wall © 吴鉴泉

整体空间用大块面的色彩过渡来积极回应女性的肤色多元之美,内衣自带私密感,因此选用令人感到舒适与亲切的浅色;

The overall space uses large-scale color transitions to actively respond to the beauty of women’s diverse skin colors. Underwear zone has its own sense of privacy, so studiolite choose light colors that are comfortable and intimacy.

▼内衣区
underwear area © 吴鉴泉

成衣区则采用了凸显女性生活魅力的中性色调,真实优雅;暖色调应用于运动区,展现健康与活力。

The ready-to-wear area uses neutral tones that highlight the charm of women’s life, which is true and elegant; warm colors are used in the NEIWAI ACTIVE area,and it show health and vitality.

▼成衣与运动区
the ready-to-wear and NEIWAI ACTIVE area © 吴鉴泉

在试衣间设计上,为了给予女性更多的安全感,完善试衣体验,设计师选用了双层帘幕,这样可以为顾客提供充分的隐秘度和包裹感。

In the fitting room design, in order to give more sense of security for women and improve the fitting experience, studiolite select double-layer curtain, which can provide customers with sufficient privacy and wrapping sense.

▼试衣间
fitting room © 吴鉴泉

Essential自助选购区采用模组化的系统设计,匹配产品包装的尺码,达到货品陈列的零售效率与密度的要求。

The modular system design is adopted in the Essential self-service shopping area to match the size of product packaging and meet the requirements of retail efficiency and density of product display.

▼Essential自助选购区
the Essential self-service shopping area © 吴鉴泉

▼收银区
cashier area © 吴鉴泉

空间道具与墙体组成了整家店的“解构”概念,灵感来自于人类身体的轮廓,将动态的曲线赋予静态的物理实体,制造不经意间的差异美学,增强空间记忆点的同时也增加了空间的起伏感。

Space props and walls constitute the “deconstruction” concept of the whole store, which is inspired by the contours of the human body. Dynamic curves are endowed with static physical entities, creating an aesthetic difference inadvertently, enhancing the memory points of the space and increasing the sense of ups and downs of the space.

▼空间细节
space details © 吴鉴泉

灯光设计上,设计师运用了灯膜、线条灯和射灯做为点线面光源,通过控制编程系统,打造不同色彩以及动态氛围的零售空间。

In lighting design, studiolite use film, line lights and spotlights as point, line and surface light sources. Through the control programming system, the retail space with different colors and dynamic atmosphere is created.

▼灯光细节
lighting detail © 吴鉴泉

▼平面图
plan © Studiolite

项目名称:NEIWAI内外
设计方: Studiolite(SLT)设计咨询有限公司
公司网站:Studiolite.design
联系邮箱:contact@studiolite.design
项目完成年份:2021
主创设计师:凌晨
设计团队:崔越,俞洋洋,朱钰萱,刘婧博,林丹,蔡雅倩,李月莹,张良禹,牛晨宇
项目地址:上海市静安区南京西路1563号
建筑面积:216m²
项目地址:上海市静安区南京西路1563号静安嘉里中心北区B1-01
摄影版权:吴鉴泉
灯光顾问:庞磊-LUMIA Lab

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