感谢 跳房子建筑工作室（邮箱：jumping_house_lab@126.com）予gooood分享以下内容。更多关于：Jumping House Lab on gooood
Appreciation towards Jumping House Lab (contact mail: jumping_house_lab@126.com) for providing the following description:

1.把自然搬进商场
1.Bringing Nature into the Shopping Mall

把“飞鸟”和”森林”搬进商场，是我们一开始就想实现的想法，也源于“飞鸟和新酒”这个服装品牌的理念。

Bringing “flying birds” and “forest” into the shopping mall was our original vision, inspired by the philosophy of the clothing brand Flying Birds & New Wine.

▼店铺入口立面，storefront view © 吴清山

▼入口立面近景，storefront close view © 吴清山

▼把森林搬进商场，Bringing Nature into the Shopping Mall © 吴清山

▼把森林搬进商场，Bringing Nature into the Shopping Mall © 吴清山

2.飞鸟芳原
2.Flying Birds & Nature

“飞鸟和新酒” 的品牌理想是“发对自然的向往，提供舒适、放松的穿衣体验，传递自然漫活的生活方式，带来美好生活的享受”。甲方想要将“飞鸟和新酒”与他们旗下的多个品牌（GMXY、Haya、义远有机农场）结合形成一家全新的集合店—“飞鸟芳原”。两组品牌，一组亲自然、一组亲都市，他们都希望传递自然、自由和慢生活的理念。针对品牌理念，我们设想品牌的用户群体应该也是热爱自然、想要放松的人群，所以我们想在商场中建造一片“森林”，森林中有飞鸟飞过、有帐篷、有木屋，希望人们在购物的时候就像在漫步森林。

▼概念图，concept map © 跳房子建筑工作室

The brand philosophy of Flying Birds & New Wine is to inspire a longing for nature, deliver comfortable and relaxing wearing experiences, promote a gentle, nature-oriented lifestyle, and bring the enjoyment of a better life. The client intended to integrate Flying Birds & New Wine with its subsidiary brands, including GMXY, Haya, and Yiyuan Organic Farm, to create a brand-new concept store: Flying Birds & Nature. One group of brands leans toward nature, while the other connects with urban life, yet both convey the same values: nature, freedom, and slow living. In line with this philosophy, we envisioned the target audience as people who love nature and seek relaxation. We therefore aimed to create an abstract forest within the shopping mall—one where birds take flight, tents nestle, and wooden cabins rest. Our wish is for visitors to feel as if they are wandering through a woodland while shopping.

▼飞鸟芳原，Flying Birds & Nature © 吴清山

3.森林
3.The Forest

森林由两种柱子散布构成，有木头的和金属的，衣服展示在”树”间或”树”上，他们提示人们不同的品牌区域和品牌特点。

The forest is composed of scattered pillars in two materials: wood and metal. Garments are displayed among or on the “trees”, which also indicate different brand zones and characteristics.

▼木森林，Wood Forest © 吴清山

▼金属森林，Metal Forest © 吴清山

4.飞鸟
4.The Flying Birds

飞鸟的意象来自于对飞鸟飞行轨迹的模仿，灵感来自西班牙摄影师Xavi Bou摄影作品，他运用古老的连续摄影技术(Chronophotography)捕捉了鸟类飞行的优雅轨迹。我们想截取这些轨迹，将其凝固成两组翅膀，一组金属一组实木，一组为半边翅膀在入口处，另一组在中心，入口翅膀自然形成了橱窗的延伸，中心翅膀下自然形成了类似亭子的空间是收银和休息区。

▼概念图，concept map © 跳房子建筑工作室

The imagery of flying birds is inspired by the flight trajectories of birds, drawing from the photographic works of Spanish photographer Xavi Bou. Using the ancient technique of chronophotography, he captures the elegant trajectories of birds in flight. We extracted and frozen these trajectories into two sets of wings: one in metal, the other in solid wood. One half-wing is placed at the entrance, naturally extending the storefront window. The other wing sits at the center, forming a pavilion-like space underneath for checkout and relaxation.

▼金属翅膀，Metal Wing © 吴清山

▼木翅膀，Wood Wing © 吴清山

▼木翅膀和金属翅膀，Wood Wing & Metal Wing © 吴清山

5.帐篷和木屋
5.Tents & Cabins

在入口处，我们设计了一个帐篷意象的展台，就像树林中的临时居所，吸引人们进入。空间中我们还散布了3间多边形小木屋作为更衣室。

At the entrance, we have designed a booth inspired by the imagery of a tent, resembling a temporary dwelling in the woods to draw people in. Throughout the space, we have also scattered three polygonal log cabins that serve as changing rooms.

▼帐篷展台，Tent-Inspired Booth © 吴清山

▼多边形小木屋更衣室，Polygonal Log Cabin Changing Room © 吴清山

6.可重组的森林
6.A Reconfigurable Forest

这些元素共同构成了一座商场中的抽象森林，它们也可以拆解、重组，为下一家店组合出另一处飞鸟芳原。

▼过程草图，Process Sketches © 跳房子建筑工作室

▼轴测图，Axonometric Drawing © 跳房子建筑工作室

Together, these elements form an abstract forest inside the shopping mall. They can also be disassembled and reconfigured to create a new Flying Birds Aromatic Garden for the next store.

▼可重组的森林，A Reconfigurable Forest © 吴清山

▼平面图，Plan © 跳房子建筑工作室

项目信息：
项目名称：飞鸟森林
项目地点：浙江杭州
室内设计：跳房子建筑工作室
主持建筑师：王田田、罗雅琴
助理设计师：蔡依琳
面积：166m2
设计及建造时间：2025/02-2025/05
业主：海明控股集团有限公司
业主方工程管控：陈浩、崔文斌
业主方合作设计师：汪桢琦
业主方陈列设计师：宋厉炜
照明设计：杭州东格照明工程有限公司
施工方：浙江悦来建筑装饰有限公司
摄影：吴清山

Project information
Project: Flying Birds Forest
Location: Hangzhou, Zhejiang
Architectural and interior design: JumpingHouseLab
Lead Architects: Wang Tiantian, Luo Yaqin
Associate Designer: Cai Yilin
Area: 166m2
Timeframe: 02/2025–05/2025
Client: Haiming houldings group limite
Client-Side Engineering Supervision: Chen Hao, Cui Wenbin
Client-Side Collaborating Designer：Wang Zhenqi
Client-Side Visual Merchandiser: Song Liwei
Lighting Design: Hangzhou Dongge Lighting Engineering Co., Ltd.
Constructor: Zhejiang Yuelai Architectural Decoration Co., Ltd.
Photographers: Wu Qingshan

More: 跳房子建筑工作室（邮箱：jumping_house_lab@126.com）。更多关于：Jumping House Lab on gooood

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