项目坐落于哥本哈根Niels Hemmingensgade 街3号，系OCE的全新旗舰店，由Aspekt Office事务所操刀设计。新店位于商业步行街区 “strøget”的中央，所在建筑主体具有经典的欧式风格与悠久历史。
At Aspekt Office, we have been responsible for the design of OCE’s brand-new flagship store on Niels Hemmingensgade 3 in Copenhagen. The new store is located in the middle of the pedestrian high-street “strøget” in an old classic building.
OCE is a large and popular Chinese lifestyle brand with approximately 50 active stores In China. They are now expanding their concept to Europe, and in this connection, they contacted us. The design requirements for the new store were clear and concise – OCE wanted us to create a Nordic atmosphere and add a Scandinavian look, feel and expression to their brand, to be able to attract Scandinavian costumers. That was paramount.
▼项目概览，overall of the project
We have worked closely with the OCE for several years and handles the role of creative directors. We help the Chinese team with product and interior design on the daily. Since OCE both have a clothing collection and a home-department with a large selection of top-quality interior design and decorations, we decided to divide the store into different zones with different specific expressions.
▼项目分析图，analyse axonometric drawing © Aspekt Office
The first floor
In general, we have worked with as few colors as possible to make their colorful products stand out and take the primary focus. When costumers enter the store, the first thing they notice is the warm and welcoming counter. To the right of the counter, costumers will find the home-department zone, and to the left, the fashion zone unfolds.
▼橡木制的收款台，The oak counter
The counter on the first floor is made of oak, a frequently used type of wood in Scandinavian design. The oak-counter creates the natural base, is light-colored, and contributes to the light and airy atmosphere. Solid oiled oak profiles cover the wall behind the counter and provide a warm contrast to the otherwise white universe.
▼坚实的橡木覆盖了柜台后面的墙壁，温暖的质感与纯白的主色调形成鲜明对比，Solid oiled oak profiles cover the wall behind the counter and provide a warm contrast to the otherwise white universe
▼收款台细部，detail of the oak counter
In the home-department zones, we have implemented a very sterile and raw expression to ensure that the products are the main focus. All products are displayed on special-designed shelves of steel.
▼家私专区位于收款台右侧， home-department zone on the right of the counter
▼产品均陈列在特别定制的钢制货架上，All products are displayed on special-designed shelves of steel
To make sure we highlight the clothes, we have worked with a white and bright look in the fashion-zones. We have used white recycled materials to underline the sustainable elements of OCE’s clothing collections.
▼试衣间， the fitting room
The second floor
Since the store is very small and compact, we made it our mission to utilize even the tiniest little corner. This approach shows, in particular, under the stairs to the second floor. The cavity under the stairs was never used, but we have made it into an exhibition area. In this way, we highlight the stairs of the store and lead people to the second floor.
▼楼梯下被改造成展示物架，the underside of the stairs was converted into a display stand
▼二层楼梯入口，entrance from the stair on the second floor
OCE wanted as much space for shelving as possible, and we wanted to make the room feel airy and spacy. To succeed with this quest, we have taken advantage of the natural light. In letting the light in, we create the feeling of more space. Because of the sparse space, we have worked with a minimalist expression and made all areas of the shop functional and usable.
▼光线洒落到室内营造出开敞的空间感，in letting the light in, we create the feeling of more space
At Aspekt Office, we want to explore new paths, rebel against the existing, and embrace a more fresh, young, and modern approach to design. The new OCE store at Niels Hemmingensgade 3 reflects that style.
▼店内风格纯白存粹，The pure and white style of the store
Choice of materials
To obtain the essential Scandinavian look and feel, we have worked with carefully selected materials. Scandinavian design is a design movement characterized by simplicity, minimalism, functionality, and beauty, and we had to mirror that in OCE’s new store.
▼家具细部与产品，details of the furniture and the products
We have produced all clothes-racks and shelving in coated steel with a robust industrial surface. They are simple in their expression, but they exude quality. The special-designed podiums of the store, made for showcasing clothes, are produced of reused plastic from Smile Plastics. The material used derives from old yogurt pots.
▼材料细部，details of the material
Throughout the store, you will find a linoleum floor with a concrete-like look, to create a calm and relaxing atmosphere. Wool is the used fabric on all curtains in the store. We have renovated the entire space in respect of the building and the surrounding area. With this in mind, we have updated the room and given it a modern boost.
▼首层与二层轴测图，axonometric drawing of the first floor & second floor © Aspekt Office
▼收款台与置物架轴测图，axonometric drawing of the counter and the shelf © Aspekt Office