Signature store and visual identity design for Faust, Norway by Snøhetta

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Appreciation towards Snøhetta for providing the following description:

Snøhetta为高端鞋匠品牌Faust设计了其视觉品牌标志和第一家旗舰店。设计师跨领域的设计手法使店铺设计、网页设计、品牌标志与商标设计连贯一致，细致入微到名片，鞋盒和定制字体等，几乎所有元素都被融会贯通到一起。Faust创始人Álvaro Miranda出身于鞋匠家族，在2016年年初于奥斯陆创建了自己的首个精品定制品牌店铺。商店提供量身定制鞋服务也售卖手工成品鞋。顾客踏入Faust品牌的奇幻世界就能感受其历史悠久的制鞋手工艺，体验量身定制的全套服务从测量脚长，到雕刻成品，目睹精湛的切割技艺和缝纫工艺。

For the high-end shoemaker Faust, Snøhetta has created a complete visual identity and the brand’s very first signature store. With a truly interdisciplinary approach, Snøhetta presents a coherent design including retail design, web design, signage, and brand design for everything from business cards to shoe boxes, as well as a customized typeface bringing all the elements together. Coming from a family of shoemakers, Faust founder Álvaro Miranda started up his Oslo-based bespoke boutique earlier this year. The store offers both tailor-made shoes as well as handcrafted ready-made shoes. Customers are invited into the mysterious world of Faust to be part of the long-established craft of shoemaking – from the measuring of the feet and carving of the last, to the final sculpting and sewing of the shoes.

▼Faust首个旗舰店，Faust brand’s very first signature store

几个世纪以来，制鞋工艺技术从未改变，Faust旨在传承cordwainer的制鞋传统也糅合现代的制鞋手法并传到对这门经得起时间历练的手工艺的敬仰之情。制鞋技艺植根于店铺设计理念中，旨在创造个性化的店铺体验，打造私人定制的商品。店铺室内设计和视觉设计与制鞋技艺有着密不可分的联系，都专注于触感，质量和优雅的质感。设计借鉴了文艺复兴时期Faust约翰·沃尔夫冈·冯·歌德的历史传说，这个传说已成为几个世纪以来众多文学作品，艺术作品，电影和音乐作品的灵感基石。室内拱形装饰元素、雕刻图案、材料搭配方式、品牌字体和配色方案都借鉴了历史时期歌德的手稿。

The art of shoemaking has remained practically unchanged for centuries, and Faust aims to continue the cordwainer’s tradition with a contemporary approach while honoring their time-tested methods. The artisanship is central in the design concept, striving to create a personalized experience and a customized result. The interior design and visual identity both have a strong link to shoemaking as a craft, with focus on tactility, quality, and elegance. Another important reference for the design is Johann Wolfgang von Goethe’s legend of Faust from Renaissance times – a legend which has been the basis for many literary, artistic, cinematic, and musical works through the ages. The interior elements of the design, including the vaulted shapes, carved patterns, and the material palette, as well as the brand’s reconceived typography and color scheme, reference this historical period in which Goethe first penned the manuscript.

▼店铺内部，Interior View

▼创造个性化的店铺体验和私人定制的商品，create a personalized experience and a customized result

店铺坐落于奥斯陆Barcode区域，20平米的空间内由5个定制混凝土和庞大雕刻木门组成的壁龛组成，每一个都有特定的功能用途；分别可用作做设计师储存工具和材料的私人壁橱，座椅，展示壁龛和两个储存柜。

Located in Oslo’s Barcode-area, the 20 square meter space consists of five custom concrete niches with massive carved wooden doors. The five niches and their vaulted shapes each have their own specfic programmatic purpose; the designer’s personal cabinet with tools and materials, a place for sitting, a display niche, and two storage niches.

▼5个由定制混凝土和庞大雕刻木门组成的壁龛都有特定的功能用途，five custom concrete niches with massive carved wooden doors have their own specfic programmatic purpose

▼座椅，a place for seating

▼储存柜，storage niches

大尺度的油橡木门经过研磨和拉丝处理，壁橱设计烘托出来手工打造的丰富细节和优质的商品触感。其借鉴了历史中宗教建筑的语言，以此致敬这个周到和高质的制鞋品牌。混凝土壁龛在深木炭色的墙壁中若隐若现，其庞大的体量感在这个20平米的小空间中有一种超现实的意味。

With large-scaled oiled oak doors with a milled and brushed finish, the design of the cabinetry reflects the handmade details and the tactility of the products being displayed and sold in the shop. The niches reference a historic, almost religious architectural language, giving homage to the thoughtful and quality driven trade of shoemaking. The concrete niches with their weight and massiveness possess a surreal scale in an otherwise small space, while disappearing into the darkness of the charcoal colored walls.

▼油橡木材经过研磨和拉丝处理，oiled oak  with a milled and brushed finish

品牌设计借鉴了同样的历史元素，定制的字体参考了17世纪 Faustus的一些手稿。其字母受到中世纪用羽毛笔和墨水手写字体笔画以及形式的启发并糅合现代字体的形式使其富于优雅感和易读性。字体经由手写后被Snøhetta数码化用于品牌logo，印刷品和标志，成为了店铺展示个性的关键元素。

Similar references were applied to the branding. Based on several Faustus manuscripts dated back to the 17th century, a custom-made typeface was created. The letters are inspired by the strokes and forms of medieval typefaces written with quill and ink, combined with more modern letter forms for increased legibility and elegance. The typeface is handwritten and digitalized by Snøhetta, and has become a key element of the identity used in the logo, on printed elements, and on signage.

▼定制的字体参考了17世纪 Faustus的手稿，a custom-made typeface was based on several Faustus manuscripts dated back to the 17th century

名片、收据信封和贺卡上都印有Faust的浮雕字体。其触感和手工浮雕的制作过程使人们联想起皮质制鞋工艺。为了加强设计的历史情调，其配色采用了经典的灰色和深蓝色。有机纸张的利用使触感独特，定制的字体和各种品牌元素给顾客提供了独特的购物体验。

The Faust typeface is embossed into the paper on business cards, receipt envelopes, and greeting cards. The tactile feel and the manual process of embossing function as a link to the forming and imprinting of leather in the craft of shoemaking. Reinforcing the historic feel of the design, the color palette consists of a classical grey and a deep blue. The use of organic paper enhances the tactile quality, and together with the custom typeface the brand elements contribute to a unique customer experience.

▼名片、收据信封和贺卡上都印有Faust的浮雕字体，Faust typeface is embossed into the paper on business cards, receipt envelopes, and greeting cards

在数字化的时代背景下，Faust也开始了其网上购物服务。 Snøhetta设计开发了一个简洁优雅的网站使顾客可以更全面的体验制鞋工艺。定制字体和精选的元素也应用到了网页设计中，使Faust 品牌个性特点的传达全面且一致。

Drawing the link back to today’s digital world, the Faust experience starts online. Snøhetta designed and developed in its entirety a simple yet elegant website that allows the customer to gain a greater insight into the process of shoemaking. Applying the custom typeface and selected colors also digitally gives Faust a holistic and consistent feel throughout its identity and brand.

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