H&M 全球旗舰店形象设计，洛杉矶，首尔，原宿 / Universal Design Studio

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Appreciation towards Universal Design Studio for providing the following description:

Universal Design Studio获邀为H&M的门店进行设计。新设计需要契合H&M的国际化形象，将现有门店改造成一系列引人注目的标志性商店。设计师的独特设计，将为H&M在这个追求美感并对设计异常敏感的市场挣得一席之地。新设计在亚洲大受欢迎，因此也被确立为H&M的全球旗舰店形象在世界各地逐步推广。

H&M approached Universal Design Studio with a brief to turn their buildings into eye-catching, iconic destination stores that would communicate the global and progressive direction of the brand. A unique architectural identity was conceived that would give the new international H&M flagship stores presence in a highly aesthetic and design conscious market. After launching in Asia, the design proved so successful, that it was established as H&M’s global identity and applied to stores worldwide.

为了让品牌形象从国际零售市场中脱颖而出，设计师建立了一套逻辑严密的几何图案作为外立面和内部空间设计的标准。看起来随意的设计蕴含了设计师的大量心血，图案可以毫无缝隙的无限复制，实际施工时也不受材料和媒介的过多限制。简洁的造型使设计并不带有地域性，一致的品牌形象将在全球全面推广，但同时也可灵活的顺应当地情况做出调整。此外，室内部分还包括一个特色鲜明的楼梯。白色的玻璃梯面和栅格状的扶手采用了和立面相同的照明机制，从内而外贯通的设计手法引导着客人在店内穿行。

To distinguish the brand in the international retail landscape, a rigid geometric pattern was developed as the basis for the façades and interiors. Although seemingly random and unstructured, the pattern was created as one that can be repeated in numerous combinations and translated into various materials and mediums. Universal’s understanding of scale, structure and form enabled the design to be applied to any store around the world, maintaining brand consistency, whilst offering the versatility to accentuate the individual identity of each site.

The interiors additionally include a dramatic concept staircase made from white glass and lined with vertical louvres. Adopting the same lighting and contrast techniques as the façade, a dynamic environment was created that engages customers to guide them through the store.

洛杉矶日落大道旗舰店的立体墙面由铝板折叠而成，面上涂以白漆，十分惹人注目。大面积的小孔让铝板在色调和通透性上都有了更丰富的变化。在夜晚，灯光透过小孔散射出来，不分昼夜地展示独特的立面造型。

The striking, three-dimensional façade of the Sunset Boulevard store in LA is constructed from folded aluminum panels with a painted finish. Small and large-scale perforations produce tonal contrast and visual depth to the panels, which allow light to radiate from the building at night, making the form visible 24-hours a day.

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