What should a girl be like？
How should an underwear store be designed？
Tired of being flaunted
welcome to imi‘s market, the place you define yourself.
项目背景 | PROJECT BACKGROUND
ISENSE DESIGN吾觉空间设计团队受到爱慕集团旗下的imi’s 爱美丽内衣品牌委托，对位于北京欧美汇购物中心的终端店铺进行设计改造。随着市场的快速变化，消费者年龄层迅速下沉，imi’s 爱美丽开始不满足于过去的传统店面终端形象，希望可以在空间视觉上寻找突破。
品牌终端同质化是现在市场上普遍存在的问题，大规模的复制而忽略了空间体验的创新。 第一次的沟通会议中，我们了解到“ imi’s ”这个名字是启发于法国经典影片《天使爱美丽》的女主 Amelie 。爱美丽认为每个女人心中都住着一个天使，希望 imi’s 的消费者可以像电影中的Amelie 一样勇敢，找到自己，接纳自己。
The ISENSE DESIGN has been commissioned by the imi’s, the underwear brand of the Amier Group, to remodel the imi’s shop in EC Mall Beijin. With the rapid changes of the market that the age of consumers is promptly lower, imi’s who is unsatisfied with the existing state is exploring the new space vision.
The homogenization of the direct-to-consumer brands is commonplace, and the massive replications cause the blindness to the innovation of the space experience. In the first meeting with our client, we learned that the brand name of “imi’s” is inspired from the classic French movie “Le fabuleux destin d’Amélie Poulain” whose actress Amelie believes that every woman has an angel in her heart. imi’s hopes its customers be as brave as Amelie so that they find themselves and accept themselves.
故事 | THE STORY
Amelie 出生在一个父母都有点“怪癖”的家庭，甚至邻居也会欺负小 Amelie，她慢慢长大，一直平庸而迷茫的生活着。但是，在人群中不起眼的 Amelie 内心很丰富细腻，她也会有一些“小癖好”。比如把手插进装满豆子的袋子里，看电影的时候观察每个人的表情，还有用勺子敲碎布丁上面的焦糖。
Amelie was born in a family whose parents are a bit “peculiar.” Amelie was, therefore, constantly bullied by the neighbors, and she grew up in a modest and confused manner. Amelie, though seemingly inconspicuous, has some special preferences. For instance, she puts her hands in the bag full of beans, observes the audiences in the movie theaters, and uses the spoon the crack the caramel on the pudding.
▼入口霓虹灯标识，the neon lamp at the entrance
直到有一天 Amelie 在房间里发现了旧房东几十年前留下的铁盒子，她决定找到这个人并把这个盒子还给他。经历了波折之后， Amelie 终于找到了盒子的主人并躲起来偷偷看着他激动的神情，当晚，Amelie 突然觉得自己浑身充满了能量。她开始像匿名英雄一样默默的帮助身边的人，仿佛找到了生活的意义，并遇到属于她的爱情。 整个电影平实而细腻，色调浓烈。Amelie 是一个非常普通的女孩子，但在平淡的生活中，不经意间发现了属于自己的勇气和价值。
Amelie someday discovered a metal box in a room left by the previous landlord ago. She, therefore, determined to return the box to its owner. After facing a series of setbacks in finding the box owner, Amelie finally made it, and she secretly observed the box owner’s excitement. That night, Amelie felt full of energy all at once. After that night, Amelie began to help people anonymously. She seemed to find the meaning of life, and meet her true love. The movie style is modest, subtle, and colorful. Amelie is a very normal girl who unexpectedly, in her daily life, found her exclusive courage and value.
▼入口走廊空间，corridor space at the entrance
设计概念 | DESIGN CONCEPT
电影中最关键的场景有两处：Amelie 的卧室，和家附近的水果摊，全片色调以红、绿、黄为主。设计师提取了影片里的经典元素植入到 imi’s 爱美丽 的全新空间形象中。MARKET 在近几年悄然成为时尚界的宠儿，各大品牌开始用超市的场景办秀，拍摄大片。同时也成为了许多ins 网红最喜爱的街拍场景。IMI’S MARKET 将电影与 MARKET 元素结合，衍生出一个“有故事”的空间。
The Amelie’s bedroom and the nearby fruit stand, which are two major scenes in the movies, are decorated comprehensively with red, greed, and yellow. The spaces of markets have been regularly accepted by the fashion industry that many big brands begin filming in the supermarkets, which are the favorite scenes by many Instagram celebrities taking their photos. IMI’S MARKET combining the elements of movies and markets evolves into a space with “stories.”
▼收银台、试衣间、休息区，cashier counter, fitting room, and the resting area
▼内衣展示区及收银台，underwear showcase and the cashier counter
IMI’S MARKET 的门头设计取自电影中的经典场景，将内衣店伪装成秀色可餐的水果店。整体色调、霓虹灯管、装饰画、电视机等均提取自电影中的经典场景。收银台配有投影机播放电影及品牌视频。由于电影中的红和绿过于浓烈，设计师加入橘黄色的亚克力片很好的中和了整体色调，并关注空间中的细节呈现。
The design idea of the IMI’S MARKET’S door is based on the classic movie scene that this underwear store is designed into a gorgeous fruit shop. The design ideas of the overall colors, neon lights, decorative paintings, TV, etc. are inspired from the classic movie scenes. The cashier is equipped with the projector playing the movies and the brand films. For the intense red and green in the movie, the designer brilliantly reconciles the color tone with the bisque acrylic sheets.
▼试衣间外部，fitting room outside view
▼橘黄色的亚克力片中和了整体色调，the bisque acrylic sheets reconcile the color tone
To discover the metal box opening a new world in this space, you have to find it out on your own.
Who defines women?
Who defines me?
Be free , be real, be me
▼试衣间内部，inside the fitting room