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自2003年以来，Lonely品牌一直秉承着用“爱”来制作和创造的理念。这个专注于内衣，女装，泳装和生活方式产品的品牌，为“探索”和“享受”而生，独具匠心的美学与色系使他们创造出来的产品成为艺术的表达，让顾客成为自己的“缪斯”。

Since 2003, Lonely has been crafting and creating with love. Offering lingerie, womenswear, swimwear, and lifestyle products that are made for exploration and enjoyment, Lonely’s unique palette creates products that are artistic expressions for customers to discover themselves as the muse.

▼项目概览，overall of project © Rory Gardiner

目前Lonely品牌在新西兰奥克兰和惠灵顿有两个零售点，而位于西好莱坞梅尔罗斯大道的Lonely Melrose则是该品牌的首家国际旗舰店。该精品店旨在为品牌打造出圣殿般的空间，让顾客在宁静的氛围中放松身心、体验到对自我的接纳与关怀，同时在品牌主理人的指导下，找到自己心仪的产品。

With two existing retail touchpoints in Auckland and Wellington, New Zealand, Lonely Melrose is the brand’s first international flagship, located on Melrose Avenue in West Hollywood. Lonely boutiques aim to be calm sanctuary-like spaces, designed for customers to relax in and experience a zone of self-love and honour, where collections can be intimately experienced with guidance from brand hosts.

▼由零售区看前部展览区，viewing the showroom from the main retail area © Rory Gardiner

▼丰富得空间层次，visual layer of the store © Rory Gardiner

项目的设计由Knight Associates与Lara Hoad Architecture & Design共同完成，在获得了西好莱坞市市政的许可后，设计团队对主要零售空间和店面进行了翻新，并将店铺前部的画廊进行了重新的规划，以现代的设计语言将其转化为当代且诱人的产品陈列室。Melrose精品店非常注重与顾客的互动，在这里人们既可以买到实体产品，也能够体验虚拟产品带来的便利。在数字集成方面，Lonely品牌具有前瞻性思维，但理念的核心始终以“服务”为重点。

Knight Associates, in collaboration with Lara Hoad Architecture & Design, undertook an extensive design and permitting process, with the City of West Hollywood, to refurbish both the main retail space and store-front and to reconfigure and modernize the former gallery into a contemporary and inviting showroom. The Melrose boutique is a place for customers to interact and buy product on both an analogue and digital level. Forward-thinking with regard to digital integration but primarily service focused.

▼位于店铺前部的展览空间，showroom at the front part of the store © Rory Gardiner

▼木制格栅，large operable joinery © Rory Gardiner

▼零售区，retail area © Rory Gardiner

空间的设计方向围绕着材质之间的对比展开，“硬”与“软”的质感反差创造出“自信”与“亲密”之间的对话。Melrose精品店的设计与之前奥克兰和惠灵顿商店冷峻的现代风格有所不同，店铺内部空间被柔和的氛围所包围。材料的选择以暖色调且富有质感的材料为主，道格拉斯冷杉，老化的黄铜，斑驳的石膏，染色的榆木延续了品牌“原生”的主题，彰显出成熟、坦诚、简单的气质。设计旨在以现代的语汇诠释出浪漫的感觉。

The design direction of the space references a dialogue between hard and soft surfaces – between confidence and intimacy. The Melrose space makes a departure from the cool modern delineation of the previous Auckland and Wellington stores with a soft and enveloping interior. Materials and textures are muted yet tactile – a palette of Douglas Fir, aged brass, pitted plaster, and stained Elm continue the brand themes of raw sophistication, honesty, and simplicity. The space aims to say something romantic but in a modern vocabulary.

▼选材以暖色调且富有质感的材料为主，materials are mainly selected with warm tones and rich texture © Rory Gardiner

室内设计以顾客们的体验为核心，呈现出平静且自信的姿态：大型可移动木制格栅，为品牌产品和配饰系列提供了灵活而充足的展示空间，将店铺前部空间变身为诱人的开放式展厅，同时也为客人提供了私密的选购与试穿氛围。主要零售空间中的独立复古家具提供了充足的储存空间，行政和库存区域则位于商店的后部。

Through calm and confident forms, the interior design keeps service and customer experience at its heart; large operable joinery provides the ability to experience the brand and accessory collections as an inviting open-plan showroom experience or subtly delineated for more intimate private consultations and fittings. Storage is discreetly addressed through freestanding vintage furniture in the main retail spaces and administrative and stock fulfilment areas are positioned at the rear of the store.

▼试衣间，fitting area © Rory Gardiner

全新的店铺外立面，以精致的细木工框架与教堂般的半透明玻璃过滤了自然光线，呈现出一种独特的风格，同时保证了室内的隐私，进一步为客户创造出选购内衣的自由氛围。Lonely Melrose精品店的设计呈现出多层次的亲密关系，为品牌提供了一个专注于顾客体验，以及购买内衣过程的理想空间。

The newly constructed façade joinery, finished in cathedral glass, filters natural light and presents an adumbrated view to the interior, furthering discretion for customers. The Lonely boutiques speak strongly about layers of intimacy; a space that focuses on the customer, their experience, and the process of buying lingerie remained essential.

▼店铺外立面，store front © Rory Gardiner

▼外立面细部，details of the new facade © Rory Gardiner

Project size: 2400 ft2
Completion date: 2021
Location: Los Angeles, California, United States
Project team:
Lara Hoad Architecture Design – Architect of Record
Knight Associates Design Architect
Photo credit: Rory Gardiner

More: Lara Hoad Architecture Design。更多关于他们：Lara Hoad Architecture Design on gooood

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