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如今，中国正在领先世界，引领着一场新零售的革命，以阿里巴巴，腾讯为代表的线上电子商务巨头正在积极拓展线下零售领域，相反的，传统线下零售业也转战线上。线上线下融合所形成的新式资源整合零售方式，已经成为这个时代最热的话题。Heyshop新天地店铺是我们对于当今这个互联网新零售时代线下设计的一次实践。Heyshop新天地店铺是我们对于当今这个互联网新零售时代线下设计的一次实践。

Today, China is leading a revolution in new retail area around the world. The online e-commerce giants represented by Alibaba and Tencent are actively expanding the offline retail sector. On the contrary, the traditional offline retail industry is also seeking for the online model. The new resource-integrated retail approach formed by online and offline integration has become the hottest topic of this era. Heyshop in Shanghai Xintiandi is the offline practice of the new retail in the current online shopping era.

▼室内全景，overall interior view

这家200平的小店，竟然有7个试衣间 | Seven Fitting Rooms In The 200m2 Little Store

更衣间顺着店铺的开敞面，排成一排，放置在店铺中线上下位置，把店铺划分成前区（家居饰品区）和后区（服装箱包区）。从前区进入后区可随便选择一个未在使用的更衣间穿过。这样原本的过道交通空间同时也是更衣空间，理论上，在没有损失任何展示空间的基础上，凭空多出来7个更衣间。实际使用上，此方案对出货量的影响也最小，完全满足业主对出货量需求。

The fitting rooms align along the store’s open side as a row, locating in the middle of the shop, dividing the entire store as front section (home accessary part) and rear section (clothing part). Customers could pass through any one of the unused fitting rooms from one side to another, which means the original circulation space is also fitting room space. Theoretically, seven fitting rooms come out without losing any display area. In fact, this scheme also brings the least affect to the display quantity, which totally fulfill the requirement of all the SKU display from the client.

▼位于商店中线上下位置的7个试衣间，顺着店铺的开敞面排成一排，可作为过道使用，seven fitting rooms align along the store’s open side as a row, located in the middle of the shop and used as the aisle

然而挑战随着到来，毕竟在200平米的小店内，塞入7个试衣间，每个试衣间还要有足够的空间满足顾客的体验。这种情况下，整个店铺很有可能会变成只有试衣间的纯噱头空间。所以保证试衣体验的同时，还能平衡好出货量，便成了我们设计的重点。为此，我们想到了一个绝妙的方案：让试衣间兼具过道功能。

However, it comes with the challenge. On one hand, the fitting rooms couldn’t be too small, otherwise it has no difference with the traditional ones, which will reduce the dressing experience, on the other hand, the store still need other program, which also require much area. Thus, to balance the area between fitting rooms and the display area becomes to the key in this store. Here we offer a perfect solution – let the fitting rooms have an aisle function.

▼试衣间，圆柱形试衣间可以作为过道，the cylinder fitting room can act as the aisle

传统店铺注重SKU出货量，更衣间只是辅助功能，能满足顾客有一个相对完整的购物试衣体验就好。然而OMO概念的线上线下联动，使得出货量变得不是那么重要，因为线上可以替代，相反的顾客的体验性就成了更重要的一环。于是有个7个更衣间的概念，其中还有两个超大更衣间，以满足超强体验和承接各类活动的功能。当初的设想是至少能让顾客更衣体验时能有在闺房的感觉，甚至还可以有个闺蜜在里面一起闲言碎语，搭配互动。这也是为什么更衣间里配备了化妆台，展示架等功能。

因为更衣间兼具了过道的功能，所以根据使用情况的不同，两种功能间自然的切换变成了下一个课题需要解决。经过多轮头脑风暴，发现最终的解决方案尽然如此的简单。圆柱形结构的更衣间，方便拉帘把前后的门洞一下子关起来，同时触动红外装置，显示此更衣间已被占用，从而一步解决更衣间功能转换的问题。

▼右侧超大试衣间的幕帘拉上，便可作为闺蜜在一起聊天、搭配和互动的私密空间，moving the curtain to cover the extra large fitting room on the right, making it become a space for friends to gossip and dress up together

Traditional store cares more about the display quantity of the stock keeping unit (SKU). So the fitting room is a necessary but auxiliary program – just to complete the shopping process only. Because of OMO, the display quantity became not as much important as before since it could be shown from online, whereas fitting rooms, the crucial part of experience, play much more important role at the moment, cause it cannot be replaced by online service. Under this circumstance, SEVEN FITTING ROOMS, including two extra large ones, come out in this 200 m2 little store, to meet the requirement of physical shopping experience. The initial idea is to enable the fitting room to be a place where the best friends could gossip together, dress up together, etc. That is why a dressing table and a display stand are put in it.

Since the fitting rooms also play the function of aisle, a new problem was to naturally switch the two functions from one to another. After the brain storm, the solution is quite simple. The cylinder structure helps the curtain move to cover both the front and rear door hole at the same time, and simultaneously, the move of the curtain triggers the infrared device to enable the indicator light on or off. In this way, the switch of two functions perfectly resolved in one step.

▼试衣间区域细节，配有化妆台，让顾客更衣体验时能有在闺房的感觉，details of the fitting room area with the dressing table, make the space meet the requirement of physical shopping experience

OMO新零售 | OMO New Retail

Heyshop不是一个传统意义上的店铺。她是基于大数据驱动的线上线下联通Online Merge Offline（OMO）的新零售集合店。店铺的设计中，充满了对传统设计的颠覆和对新型OMO模式的顺应。

Heyshop is not a traditional retail. It is a new type of collection store, drove by the big data, merging online with offline (OMO). In the design process, we proposed a series of points to challenge the traditional retail and to comply the new OMO model.

▼商店后区的服装箱包区和休息区，the overall view of the clothing part and rest area at the rear section

区别于传统店铺，Heyshop最大的特点在于其灵活性。她里面陈列的商品来自于不同的品牌，来自于不同的品类。基于大数据的分析，每个商品不能保证自己是否能持续留在店中。随时有可能有新的品牌入驻，也随时有品牌被淘汰出局。同样的，品类也不能保证一直是同样的品类。今天Heyshop可能卖家居化妆品等，明天可能就会卖3C产品。所以能及时变更陈列并把新品及时推荐给大众是这类新零售店铺的特点及使命。

Unlike the traditional retail, flexibility is the most crucial feature in Heyshop. The products displayed are not coming from different brands only. They are also coming from different categories. Based on the big data analysis, no product could guarantee itself be kept in the store all the time. Not only the brands, could the category be replaced in different season. Today, Heyshop may sell cosmetics, while tomorrow, it may sell 3C products. Hence, it is the mission for this new type OMO retail to continuously change the display type and recommend new products to the public.

▼商店后区的服装箱包区，the overall view of the clothing part at the rear section

▼透过试衣间看商店后区的服装箱包区，the detailed views of the clothing part at the rear section looking through the fitting room

▼商店前区的家居饰品区，the home accessary part at the front section

为了满足这个特点，我们采用了最具陈列灵活性的洞洞板展示方式。并对当下洞洞板的单调的展示形式进行了改良，使其兼顾美观与实用性。相对应的，挑战也随之而来。洞洞板展示系统对于陈列师的要求很高。如果给传统的店铺设计，我们会有所保留，固化操作流程，简化陈列师搭配的难度。但是在设计的过程中，经过多轮的讨论，包括设计师内部之间和设计与业主方之间的沟通讨论。我们决定，还是要坚持洞洞板的设计。原因是Heyshop不是一家传统的店铺，不能以传统的设计经验来判断。将来的新零售，对店长的要求可能不是线下多卖出去多少货，而很有可能是有良好的陈列搭配能力，从而同时促进商品线上线下的购买转化率。

另外，OMO是新零售店铺最重要的一个概念，为了突显这个特点，我们在Heyshop的设计中，加入了许多互联网元素，来提醒并鼓励顾客，线下体验的同时，可以在线上提交订单，完成线上线下的融合，形成一个闭环。

▼室内商品陈列空间，采用了最具陈列灵活性的洞洞板展示方式，interior display space, adopting the flexible perforated display plates

To fulfill this requirement, we adopt and improved the perforated plate display, which is the most flexible and potentially a good looking display system. Whereas the challenge is also coming along. The perforated plate display system needs high standard display ability for the store manager. If it is a traditional store, we may choose to simplify the difficulty of displaying. But considering Heyshop is not a traditional one, the previous experience may be not suitable here. We still believe this system are the best choice for Heyshop. Because in the future, one of the key requirement for the store manager may not to sell as much stuff as possible. It may be the good sense of matching and the capacity to set high standard display, in order to increase both the online and offline purchase conversion rate, which is the most important profit model behind this new type of retail.

Moreover, in order to emphasize the concept of OMO, the online shopping elements were extracted and placed in the physical store, reminding and encouraging the customers to make online order when they have offline shopping. That makes the online merge offline a closed loop.

▼香氛和瑜伽垫售卖区也采用洞洞板，the fragrance and yoga products area uses the perforated display plates

仓库前置 | Front Warehouse

另一个打破传统店铺设计铁律的一个点是仓库前置。同样的，也是基于其OMO的新零售特点。传统店铺需要备齐所有商品SKU的几倍的仓储量，对所有型号，所有尺寸都要有准备。相应的对仓储空间的面积有一定的要求。不同以往，新零售下的Heyshop可以把仓储空间做在“云端”。店铺从传统意义上的售卖空间，转型成了展示体验空间。其本身并不需要太大的仓储空间。这样我们有机会把仓库独立出来，提到店铺前面与收银，打包合并，形成一个服务窗口的概念。仓库的外立面，半透明的压花玻璃背后是规整的和不规整的各类小白盒子。随着时间的推移，小白盒子的排列次序也发生变化。在装饰功能的基础上，也在传递“云端仓库”的概念。

Another rule to be broke in retail design is to set the storage at the front. Again, it also based on the feature of OMO new retail. The traditional retail needs to prepare as several times as many SKU in stock, which normally require large amount of space, while the new retail Heyshop could set the storage in cloud, which means less physical space needed. So that the storage could be combined with package and cash counter together as a service window, and set at the front of the store. The façade of this independent storage is made of embossed glass with the irregular arranged white boxes behind. Along with the time past, the arrangement of boxes changes as well, delivering the message of cloud storage concept.

▼带有收银窗口的前置仓储空间，透过半透明的压花玻璃立面可以看到仓库内的盒子，the front storage space with a cashier window, using the embossed glass with the irregular arranged white boxes behind

总结 | Conclusion

围绕着OMO的新零售概念，我们的设计不仅提供一个颜值爆表的店铺，而是参与和实践新零售的游戏规则，提出新一轮商业店铺的设计转型策略。

Around the concept of new OMO retail, we not only offer a nice fancy store, but also try to define the game rules of the NEW RETAIL in this new age as well as propose a new strategy for commercial retail transformation.

▼试衣间细部，details of the fitting room

▼商店轴测图，axon

项目名称：HEYSHOP 新零售集合店
设计方：斗西设计 daylab studio
联系邮箱：info@daylab.cn, liuyongpeng@live.com
项目设计 & 完成年份：2018年
主创及设计团队：斗西、刘永鹏、Aimee、小橦、小婕
项目地址：中国上海新天地南里
建筑面积：210m2
摄影版权：Xiao Yun
客户：Heyshop

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