网络时代的到来对大众消费习惯的改变无疑是巨大的,这种改变并没有像电商兴起时人们预想的那样激烈:即线上销售完全取代线下商业,而是以折衷的方式,催生出“网红店”这种线上与线下“共谋”的“新零售”模式。“新零售”首先影响了大众对空间的认知方式,线下店更多通过“小红书”、“抖音”等社交媒体被人熟知,网络上的空间形象成为影响消费者做出购买决定的重要因素。

The coming of the Internet Age has vastly changed people’s buying behaviors yet in a less aggressive way than we expected when the e-commerce wave first hit. Instead of having online sales activities fully replace offline businesses, various accommodations have been made, one of which is the emergence of “new retail.” Often associated with internet-famous stores, new retail is an integrated retail delivery model in which the online and the offline converge. It first and foremost impacts how people perceive a physical store.

▼项目概览,Preview © SFAP

而如何创造出具有记忆点、足够“新”的空间形象成为决定设计是否成功的重要标准。“超级种子”作为“新零售”中的代表品牌,其线下店设计为我们提供了一次深入思考网络时代下商业空间模式的机会。

Now that social media serves as an effective touchpoint for brands and companies, the online image of a brick-and-mortar store becomes a crucial factor influencing consumers’ buying decisions. Whether a store is visually memorable and creative enough is now an important evaluation criterion. The new offline store design project of Super Seed, a representative new retail brand, has offered us an opportunity to reflect on the commercial spatial patterns of the Internet Age.

▼门店外观,Store front © SFAP

 

#有关产品陈列的思考
ON PRODUCT DISPLAY

产品陈列是商业空间的核心元素之一,并以此为线索,我们尝试提出一种多用途、互动性和有趣的空间结构。

Given that product display is seen as the center of gravity of any commercial space, we propose a multipurpose, interactive, and interesting display structure as our first entry point.

▼从入口望向店内,View through the entrance © SFAP

在网络时代,注意力经济是“网红”空间的底层逻辑之一。“新”的空间,或者说区别于同类型商业空间的独特体验,成为“新零售”模式下消费者对好的网红店的必然预期。在我们看来,这种新的体验不是凭空出现的,而是建立在对传统空间新的诠释之上。对熟知的功能进行使用方式上的创新,使司空见惯的空间体验发生改变,才能使消费者了解新奇体验出现的原因,从而建立“新”,而不是“怪”的空间认知。

In the Internet Age, “attention economy” is the underlying logic of most internet-famous spaces. Any store that wants to survive in the new retail era and distinguish itself from others of its kind must recognize that consumers expect to find a unique shopping experience in a refreshing space. In our opinions, this kind of experiences do not appear out of thin air but rely on the creative interpretation of conventional spaces and the innovative application of everyday functionalities. Equally important is helping the audience internalize these new experiences without alienating them from the spaces.

▼主陈列空间,Main space for display © SFAP

在本项目中,我们回到定义商业空间最核心的要素之一——产品陈列。我们设想了有别于一般密集货架陈列为主的零售方式,以能上下升降的半透明亚克力方盒作为主要的产品展示载体,场地内设置的168个升降盒构成核心区域。

In this project, we turned our attention back to product display, the essence of a commercial space. Envisioning a retail method different from packed shelving units, we installed 168 movable, semitransparent acrylic boxes as the main display carriers.

▼168个升降盒构成核心区域,The main display carriers made of 168 movable, semitransparent acrylic boxes © SFAP

预设程序定义了两种不同的升降模式,一种为指定性静态展陈形式,由工作人员根据需求指定亚克力盒的运动,成为三种设定高度的任一种;其二是动态运行模式,该模式下设定了7种互动模式,从而满足不同的功能的需求。在满足业主对于产品展示的需求,又极大程度地增加了与客户的互动性。货架系统打破了传统空间内“硬装”和“软装”的隔阂,新的“货架”设计模糊了墙面、地面、天花与货架和灯具在空间中的边界。互动的装置重新定义了货架这一传统功能表现形式,并带来新的空间体验。

They are programmed to move vertically under two modes: the static mode, in which the boxes are lifted or lowered to one of three height options; and the dynamic mode, in which one of seven action paths is selected. The display system can therefore satisfy diverse exhibition needs while allowing more interaction between consumers and products. It challenges the divorce between fixtures and furnishings in traditional spaces by softening the borderlines between itself and the walls, floor, ceiling, and lighting. This novel installation redefines the formal expression of the functionality of shelves, producing a unique spatial experience.

▼根据展陈需要采用不同的升降模式,The boxes move vertically under different modes according to the display needs © SFAP

 

#有关打卡行为的思考
ON SPACE IMAGE

我们重新思考了网络传播与空间塑造的关系。基于社交媒体的网络传播要求,线下空间能够使消费者形成准确且统一的空间认知,基于空间形象快速判断产品特征,从而做出是否进行线上购买的决定。

We also took another look at the relationship between information dissemination on the internet and space image establishment. Such dissemination is often dependent on social media and requires the physical store to accurately reflect the brand’s image and products, thereby helping consumers form a reasonable perception of the space and decide whether to purchase online.

▼室内立面,Interior facade © SFAP

▼墙面细节,Detailed view © SFAP

与网红店共同出现的是消费者的“打卡”行为,这意味着线上传播的照片成为消费者建立空间认知的第一步。打卡照片往往由作为前景的“我”和作为背景的空间呈现,消费者和空间的互动不仅提示了空间的使用方式,也帮助未到场的消费者建立了到达现场的空间想象。因此,空间是否能够准确传达产品品牌特征,成为评判“新零售”空间的另一标准。

Internet-famous stores are often photogenic spots for social media, implying that potential consumers would form their first impressions of a store through its pictures online. With the photographed person in the foreground and the space as the background, these pictures help other consumers imagine how they would use and engage with the space. For this reason, whether a store can accurately communicate the brand image and characteristics is another important criterion.

▼人与空间的互动,Interaction between people and space © SFAP

“超级种子”作为以尖端科技为依托的植物功效养肤品牌,其雄厚的科研能力构成了产品核心竞争力之一。作为回应,我们希望借助“实验室”的空间形象,以自然种子的萃取为基础进行空间设计,尝试通过一系列充满科技感的实验室场景为消费者提供“科技”、“严谨”和“值得信赖”的空间想象。

Super Seed is a plant-based skincare brand priding itself on its cutting-edge technologies and competitive research assets. We therefore tried to associate its new store space with “technology,” “laboratory,” and “extraction of seeds,” establishing for it a rigorous, definitive image.

▼充满科技感的实验室场景,A rigorous and definitive image © SFAP

在高度集成的产品陈列装置的一侧设有5个用作产品体验的“实验室”,通过不同形式的金属展柜及体验台,凸显“实验室”特有的冷静有序的空间特性。

Next to the product display area, for example, are five “labs” where consumers may closely observe and come into contact with the products. Different forms of metal counters and showcases accentuate a calm and an orderly atmosphere.

▼“实验室”,“Lab” © SFAP

▼从实验室“实验室”望向主陈列区,View to the main space from the “lab” © SFAP

在材料的选择上,大面积的发光亚克力和金属板材构成了科技感和未来感,传达了品牌的科研调性。点缀于空间内多样化的植物展陈形式,以及适当运用的木材与软布,使得整个空间在具有科技感的同时,也不失浪漫。

In terms of materials, we used large areas of luminous acrylic and sheet metals to obtain a high-tech, futuristic design. Meanwhile, we incorporated different ways of exhibiting plants. Along with a moderate amount of wood and fabrics, we added a romantic touch to this generally utilitarian space.

▼展台和展架,Display installations © SFAP

▼展陈细节,Display detailed view © SFAP

#有关预制化的思考
ON PREFABRICATION

在我们看来,新的空间模式不仅带来了新的设计手法,同时为设计过程的创新提供了可能。

建立在空间体验创新基础上的“新零售”空间要求更多专业外的创意方共同参与到设计的过程中。这意味着空间设计不再是基于灵光一闪的创意而出现的创作“黑盒”,而应该成为更为透明、准确和可控的系统。以产品设计为原型的预制化设计为实现这一目的提供了可能。

We think that new spatial patterns not only result in new design methods but also provide new possibilities for design processes.

New retail spaces based on innovative consumer experiences require the participation of more creators besides professionals in the design processes, which implies that the design of such spaces can no longer hinge on the “black box of creativity” or a flash of inspiration. It should become more transparent, precise, controllable, and systematic.

▼大面积的发光亚克力和金属板材构成了科技感和未来感,Large areas of luminous acrylic and sheet metals are used to obtain a high-tech, futuristic design © SFAP

▼天花细节,Ceiling detailed view © SFAP

在“超级种子”项目中,我们将灯光、电路和道具安装等众多现场工序全部集成于产品陈列装置内,全部由工厂加工完成。现场施工仅为升降系统的受力结构和陈列装置的安装。为了同时保证呈现的效果和升降结构的稳定性,在多次打样测试后,我们选择了钢绳及绞线装置作为吊挂升降盒的构件,而不是钢质套管。与此同时,我们通过升降速度的测试,选择了最适中的20mm/s的运动速率,来保障上下运行的稳定性与安全性。工厂内的装置调试成为施工过程中占时最长的工作,基于设计过程的视觉创新也成为突破既有设计方法的途径。

Prefabrication makes such systems possible. In this project, as many lights, circuits, props, and components as possible were assembled in the factory, integrated within the displays, and transported to the construction site. Only the supporting structure of the lifting system and the displays themselves were assembled on-site. To make sure that the lifting system was secure and visually smooth, after multiple times of sampling and testing, we finally used a blend of steel ropes and stranded wires instead of steel casings as the system’s hanging components and chose 20 mm/s as its moving speed. Calibrating the whole installation was irrefutably the most time-consuming part of the construction process. By innovating this process, we broke with established design methods.

▼室内空间,Interior view © SFAP

▼模块化家具,Modular furniture © SFAP

我们借由“超级种子”项目对传统线下空间设计提出了挑战,其意义不仅局限于单一空间的呈现,而在于对新设计逻辑的思考。我们希望众多隐藏于空间之下的设计思考,能够为消费者带来独特的空间体验,并成为探索未来商业空间模式的一次有价值的尝试。

Through the Super Seed project, we present a new possibility for brick-and-mortar store design, although its implications shall not be limited to any single space. We hope to provoke some thoughts on possible new design logics and that the thoughts we put into this project can bring consumers distinctive experiences. If so, this endeavor could then be a valuable progress made on our way exploring future commercial spatial patterns.

▼展陈装置细节,Installation details © SFAP

▼平面图,Plan © F.O.G. 建筑事务所

项目位置:杭州
项目面积:300 m²
设计团队:邓野,邹德静,侯绍凯,张婉怡,蒋璐,郑宇,詹迪
灯光设计:立本社 张旭
装置深化:斐仕道具设计制作(上海)有限公司
结构顾问:陶辛未
深化配合:海纳设计传媒(深圳)有限公司
工程总包:有龙金胜(www.youlongjinsheng.com
空间摄影:SFAP
撰稿:曹筱袤,白勺
美术编辑:鹿由器

Location: Hangzhou, Zhejiang
Area: 300 m²
Design Team: Deng Ye, Zou Dejing, Hou Shaokai, Zhang Wanyi, Jiang Lu, Zhan Di, Zheng Yu
Lighting Design:Zhang Xu (LB Design)
Installation Design: Shanghai Faithture Props Co., Ltd.
Structure Consultant:Tao Xinwei
Construction Drawing: Haina Design Media(Shenzhen)Co., Ltd.
Managing Contractor:Youlong Jinsheng(www.youlongjinsheng.com
Photography:SFAP
Article:Cao Xiaomao, Baishao
Graphic Design:Lu Youqi

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