KM COOL SPACE Flagship Store by Super Normal Design

非常感谢 超级平常设计 予gooood分享以下内容。更多关于他们：Super Normal Design on gooood
Appreciations towards Super Normal Design for providing the following description:

在近年消费升级浪潮中，品牌具有吸引力的奥秘不再局限于单一的产品实用性，更在于消费者在购买过程中的服务体验、空间美学等带来的加成，这种综合体验塑造了一种无限接近于理想的生活方式。因此，是否具备创造综合体验的能力，成为了中高端商业对入驻品牌的选择标准。

Under the wave of consumption upgrading in recent years, the mystery of brand attraction is no longer limited to the practicability of a single product, but also affected by consumers’ experience and space aesthetics during the purchase process. This comprehensive experience has shaped an ideal way of life, therefore, the ability to create comprehensive experience has become a standard for high-end shopping malls to select partner brands.

▼门店外观，Storefront © 程小东

KM联手超级平常设计，共同探讨了后疫情时代多元空间的可能性，打造KM品牌3.0首家全新COOL SPACE概念店落地汕头，意在用品质时尚创造灵感生活，也为这座曾经驾风驭海的老城带来新的活力。面对崛起中的潮流市场，青年文化、独立文化垂直赛道在慢慢被商业市场接受，在此过程中，KM一直在探索如何更好地与受众群体沟通。

KM team up with Super Normal Design to explore the possibility of new retail space in the post-epidemic era by creating the first KM COOL SPACE Flagship Store. In the face of the rising fashion market, youth culture and independent culture are slowly accepted by the commercial market. In this process, KM has been exploring how to better communicate with the consumers.

▼店内空间概览，Overall of interior © 程小东

 

KM的再演绎
KM COOL SPACE

在解构了品牌先前的痛点和诉求后，我们期待再塑造品牌基因，从而颠覆KM曾经较为模糊的旧面貌，强化品牌记忆点。在交流中，双方渐渐碰撞出新的内涵和灵感，为了定义品牌新内核，我们提出了KM = KEEP + Musical (音乐的)、Modern (现代的) 、Myself (我自己的)、Multifarious（多元的）、Magic (有魔力的）、Magnetic（有吸引力的）的创意表达。此次升级中，KM产品矩阵进一步扩充，把单一的男装服饰品类延申为融合了限量合作女装品牌、咖啡cafe、潮玩、文创周边、亚文化元素互动体验区的复合业态。KM，不止是一个服装品牌，而是成为一个新的形态：cool space品牌，它可以包裹灵感生活的方方面面。

After analyzing the “pain points” of the brand, we look forward to re-shaping the brand gene, so as to overturn the old look of KM and reinforce its brand identity. In the communication, we gradually come up with a new originality expression that “KM = KEEP + Musical, Modern, Myself, Multifarious, Magic, Magnetic”. In this upgrade, the KM product line has been further expanded, extending a single menswear category to a fashion complex that integrates womenswear, cafe, designer toys and an interactive experience area with subcultural elements. KM is not just a clothing brand, but a new form: a cool space brand, which covers all aspects of inspirational life.

▼分析图，
Diagram ©超级平常设计

 

不设限的空间表达
Transformative Space for KM

开篇｜Opening

入口处的改变是这次升级中最先被直接感知的部分，对入门区域的重塑融入了我们对新零售及Z世代亚文化趋势的思考和愿景。入口处开创性地增加了café窗口及原创瓶装调酒和咖啡豆展示区，互动区域融入了滑板元素，未来更会进一步开拓爵士乐，街舞，茶饮等板块。设计师通过搭建充满参与感及想象力的入口，打破了传统零售店单一功能性的印象，模糊了其与店内主板块的绝对边界，亦处处呼应了多元和玩酷的品牌新基因。

The change at the entrance is the first part of this upgrade，at the entrance, there’s a cafe window with original bottled wine and coffee beans display area. Skateboard elements have been added in the interactive area, jazz, hip-hop, tea and other cultural elements are expected to be added in the future. Designer breaks the impression of traditional retail stores by building an imaginative entrance, which blurs boundary with the core area of the store, echoes the new gene of KM.

▼入口区域，Entrance © 程小东

▼入口区与收银台细部，Details of entrance area and cashier desk © 程小东

▼由互动摄影区看收银台，Viewing the cash register from the interactive photography area © 程小东

▼地面高差丰富了空间关系，The ground height difference enriches the spatial relationship © 程小东

过分生硬的线条常常会成为创建交互的最大掣肘，设计师在平直体量为主的开阔空间中融入了圆形半围合的互动摄影区。作为KM“吸引力法则”的最新诠释，它以KM蓝为主调，内置整墙供轮播品牌视觉艺术的电子屏幕，以强烈的视觉冲击力和互动性链接起每一个顾客，成为触达Z世代用户的一条捷径。

Designers have integrated a circular semi-enclosed interactive photography area into the open space dominated by straight volumes. As interpretation of KM’s “Law of Attraction”, it is based on KM blue, with a built-in electronic screen for demonstrating visual art, we use it as a bridge between brand culture and our customers – GEN Z.

▼圆形半围合的互动摄影区，
Circular semi-enclosed interactive photography area © 程小东

▼互动摄影区细部，
Details of the interactive photography area © 程小东

 

串联｜connection

迈入店内主板块，设计师将都会区域、活力区域、服配区域等核心模块进行了流畅的串联，空间动线被优化。多种复合材料的搭配是多元化的又一尝试，麻石和锡箔纸用年轻跳跃的笔调构建出丰富的触觉元素，与KM蓝自带的现代工业感和谐共生，粗糙质感与阔达肌理感创造了材质和空间绝妙的平衡。

Entering the core section of the store, the designer smoothly connected urban zone, vitality zone and accessory zone with better spatial dynamic line. The collocation of composite materials is another attempt to show diversify. Hemp stone and tin foil paper give space a rich sense of expressiveness, which become an exact match with “KM blue”. Roughness and texture create a wonderful balance between materials and space.

▼店内主板块，
Core section of the store © 程小东

▼粗糙质感与阔达肌理感创造了材质和空间绝妙的平衡，
Roughness and texture create a wonderful balance between materials and space © 程小东

▼麻石和锡箔纸构建出丰富的触觉元素，
Hemp stone and tin foil paper give space a rich sense of expressiveness © 程小东

 

陈列系统｜Display system

我们根据功能分区的不同将柜体模块化，独创货架的基础骨架部分由银色拉丝不锈钢构成，能根据商品类型自由调整为鞋帽模式，衣服模式或是服饰模式，更能因应销售需要的变化组合成活动或展览模式。

We modularize the stainless steel cabinet according to different functional divisions, which can be freely adjusted to fit shoe and hat mode, clothing mode or ACC mode according to demands.

▼独创货架的基础骨架部分由银色拉丝不锈钢构成，The stainless steel cabinet © 程小东

 

Z世代的吸引力法则
Law Of Attraction for GEN Z

我们旨在与KM一道建构一个与灵感共生的空间，通过拓宽空间的功能性，在传统零售模式中注入更多业态如咖啡及线下互动装置体验，让新的交流和探索在复合场域中回归成为可能。通过空间语言，KM展现了更酷且多元的信心和魄力，定会吸引更多人驻足，参与，连结，一同创造。被重塑的Z世代多元引力场，承载着流动的灵感，也终将成为灵感的一部分。

We aim build a inspirational space with KM，by broadening the functionality of the space and injecting more formats into the traditional retail model, such as coffee and offline interactive device, we make it possible for more communications and exploration in such a dynamic space.KM conveys the spirit of the brand culture through space language , which will attract much bigger audience for sharing and creating. The reconstructed energy field for GEN-Z carries the flowing inspiration and will eventually become a part of the inspiration.

▼细部，Details © 程小东

▼平面图，Plan ©超级平常设计

项目名称：KM COOL SPACE旗舰店
设计方：超级平常设计
公司网站：https://www.super-normal.cn
联系邮箱：ada@ssupernormal.com
项目设计 & 完成年份：2021
主创及设计团队：吴敏文/阳建勋/钟明媚/邹竞伟/李宜铮/肖珺
项目地址：汕头
建筑面积：202㎡
摄影版权：程小东
客户：KM

Project name: KM COOL SPACE Flagship Store
Design: Super Normal Design
Website: https://www.super-normal.cn
Contact e-mail: ada@ssupernormal.com
Design year & Completion Year : 2021
Leader designer & Team: WU Minwen/YANG Jianxun/ZHONG Mingmei/Zou jingwei/Li yizheng/Xiaojun
Project location: SHANTOU,CHINA
Gross Built Area: 202㎡
Photo credits: CHENGXIAODONG
Clients: KM

More: 超级平常设计。更多关于他们：Super Normal Design on gooood