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“赌徒”（Gambler）的名字使人感受到一种玩笑的态度。为了使品牌形象得到强化，设计师构建了两个看上去不同但具有互补性的空间，其中一个包含在另一个之中。这两个空间满足了其各自的功能需求，拥有其自身的美感。

The name “Gambler” brings to mind the playful attitude. Willing to reinforce the brand, we have constructed two apparently different but complementary projects; one inside the other. Each one attends specifically to its own functional requirements and manages its own aesthetics.

▼空间示意，diagram

首先是赌徒酒厂，该空间使其在街道景观中脱颖而出。从远处看，它是一个宛如后台的整洁而明亮的空间。这里是品牌的标志所在，它在背景处提示着客人，赌徒酒厂的酿酒技艺是何等高超。接着是位于酒厂内部的赌徒商店。它被包装成电影中常见的那种上世纪中期的杂货铺。在这里，顾客将意想不到地成为其旅程中的导演，沉浸于一个纯粹属于他自己的世界当中。

First comes the Gambler Brewery, which dominates the street view. Seen from afar, it is a neat and bright space that is recognized as “Backstage”. It is used as the brand´s Reference Frame: it reminds the customers in the background how handcrafted the beer in Gambler is. Second, appears the Gambler Store inside the distillery. It has been masked as a Filming Set evoking a General Store of last mid-century. The client happens to be the actor of his own Gambler experience. It immerses itself as a film in a world created purely and exclusively for him.

▼店铺外观，the external view of the store

设计师的目标在于重新挖掘旧商店的价值，使顾客在其中感受到一种家的自然延伸。设计师发现并重新阐释了这些根深蒂固且充满智慧的概念，从而进一步改进了商店的销售方法。在赌徒商店，购物的体验必将回归到其自身的有趣空间之中，复古杂货铺的特质正是其奥妙所在。设计师对旧有的原型进行了3处关键的调整：

Our goal was to evoke the values of the old supply stores, where customer felt those places as a natural extension of their own home. Within the Atelier we have seek to find and reinterpret those deep-rooted and wise elements in order to improve sellers approach. In Gambler the experience of the purchase had to return to be a space of enjoyment in itself. Vintage department- and general stores kept the answers. We have mainly readjusted 3 key elements from the old typologies:

▼入口近景，a shot of the entrance

室内尺度 | The domestic scale

设计师潜心研究了室内尺度，从而令顾客直观地感受到家一般的踏实感。设计师对每一个建筑细节都进行了全局性的调整，使顾客能够潜意识地迅速感受并喜欢上周围的环境。另外，设计师还对各种材料所传达的视觉信息进行了考量，以强调一种层层包裹的效果。

We worked hard on the scale within the set, in order that the customer would feel immediately at home and in confidence. We made use of an integral modulation of each and every architectural element, so that the client could, in a subconscious level, quickly recognize and appropriate the surrounding measures. In addition, we worked with materials that have lots of visual information to emphasize a phenomenological sense of cabbage.

▼室内空间，internal view

直观陈列 | The intuitive display

顾客需要在整个空间体验中得到引导，因此要避免进一步增加顾客与产品之间的距离。啤酒、玻璃瓶，将这些与购物息息相关的事物置于顾客触手可及之处，才是最为重要的一点。设计师以一种综合式的手法对商品进行展示，避免了分散的感觉。每一件物品都有属于它自己的位置。写有信息的标签也都放在顾客的视野之内。设计的目的正是让顾客体验到自身对空间以及产品的真正了解。

Customers should be guided through the brewing world. In that matter, it is essential to avoid a growing distancing between consumer and the product. The important thing was always that beer, bottles, and everything necessary for the purchase, was within the reach of the consumer. We work the displays in a synthetic way in order to avoid distraction. Every product has its place. Each information piece is located according to the customer’s vision. The goal is to give that feeling of understanding a space, of understanding the product.

▼商品存放在属于自己的位置，every product has its place

柜台 | The Gambler Counter

设计师将柜台设计得比平常更窄，从而缩短顾客与售货员之间的距离。设计师选择了橡木的桌面，用于试饮和装酒。柜台既是最重要的交换场所，也是美好感官体验的诞生之地。

We designed a counter that is thinner than usual intending to tighten the customer-seller link. We chose a cork surface, where samples are served, and bottles are filled. The counter is the element where the most important exchange occurs, the moment of greater sensorial content.

▼设计示意图，design diagram

设计师设计了用铁制的模块结构，为松木墙板、铜质墙板和软木板搭建出框架。不同的材料及其色彩和纹理共同营造出店铺的氛围。每一种材料的选择皆以激发感知心理、增强品牌形象为目的：被刷上赌徒官方绿色的木材被用于强调自然的脉络，在提升空间品质的同时起到吸声的作用。软木带来温暖的感觉，不仅因为其色彩，更因为它所具有的纹理和质感。柜台是交换实际发生的地方，软木的台面使得酒瓶的倾斜和碰撞不会产生噪音，进一步改善了空间的整体声音环境。铜材料带来富有魅力的反光表面，在可控照明的映衬下更显奢华与热情。

We designed a modular structure built with fine iron sheets, which frames the different materials: toned pine wood as panels, copper sheets covering walls and vaults, and cork sheets. The materials with its colours and textures create the mood of the store. Each of these materials has been chosen for its sensory – phenomenological qualities – and brand reinforcement: The wood, toned in the institutional Gambler Green, manages to emphasize natural veins and provides spatial quality as well as sound absorption. The cork, brings warmth not only because of its colour, but also through its visual texture and touch. The counter is the materialization of the exchange happening inside the store. The cork provides a surface where the objects when leaning, do not make noise. This improves the general sound environment of the space. Copper, provides seductive reflective surfaces that, with support of a controlled lighting, generates luxury and, in turn, warmth.

▼铜质墙板显出奢华与热情，copper generates luxury and warmth

▼松木和软木带来自然脉络与温柔质感，the wood and cork bring natural viens and softness

GAMBLER – CRAFTED BEER STORE
970sqf – Retail shop
JULY 2017 – BUENOS AIRES
BRAND DEVELOPMENT & INTERIOR DESIGN
Project + Project Management + Branding and
graphic application + Clothing Design

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