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台北遠百信義A13百货公司位于台北最热闹的「信义区」中心地带，距离台北101、诚品书店、君悦酒店步行大约10分钟之内。遠百信義A13的空间设计概念是属于远东百货第五代店，主打全台湾唯一「全客层智能商场」，整体为科技感十足的建筑风格，4楼外观为挑高11米玻璃光廊，内为具大稻埕特色的复刻老街，营造仿佛穿越时空感的创意设计，全馆建置多组多功能互动屏幕，规划丰富的影像内容，提供消费者惊艳的视觉体验。

Located in the heart of Taipei’s most lively “Xinyi” district, the new FEDS Xinyi A13 department store is within a 10-minute walk from Taipei 101, Eslite Bookstore and the Grand Hyatt Hotel. Positioned as the first and only “smart shopping mall” in Taiwan, this new store design concept is the fifth generation department store owned by Far Eastern Department Store group. One of the main highlight is the restaurant level on the fourth floor, which the entire floor is themed with a nostalgic Taiwanese street alley. As sunlight shines into the street alley though the 11m tall glass facade, the atmosphere transports the customers into another time period. Digital design and experiential technology are incorporated into the department store’s architecture and interior design. Throughout the departmental store are interactive screen panels displaying video content, providing customers with elements of discovery and visual sensory experience.

▼室内概览，overview © Gensler

开业一周年以来，遠百信義A13已成为了台北人周末喜爱的购物休闲地点。无论是品牌组合、或是整体氛围造景都别处心意。在新冠病毒疫情的旅游挑战下，我们中国旅客都非常期待探访台北信義区这家全新百货公司。那就让我们先睹为快、了解一下台北遠百信義A13百货公司室内设计的成功设计团队讲解这一栋新锐的零售空间吧！

Since opening for a year, FEDS Xinyi A13 has become a popular weekend shopping and leisure destination for Taipeiers. With the large selection of brands and offerings, there is something for everyone to discover and explore. As Mainland Chinese visitors look forward to the Coronavirus travel ban to be lifted in 2021, we will be eagerly waiting to be in line to visit the new FEDS Xinyi A13. So let’s have a look and learn how the designers at Gensler approached the design for this next-gen department store in Taipei.

01. 新零售概念
Retail Entering a New Era

台北遠百信義A13项目是融合Gensler全球各领域专家的成果，包括了零售、酒店、数位体验设计，由来自Gensler美国与大中华区的设计团队合作达成。Gensler副总裁赵亦晨先生及大中华区零售领域负责人张景翔先生谈到：“零售已进入新时代，这个项目之所以如此重要，是因为它们已成为未来的标准。新的客户寻找新的体验，他们在寻找一个可以在其中享受生活，工作和娱乐的空间。我们希望为遠百信義A13创造提升的零售体验，以将零售，酒店和数位体验融入到这独特的购物体验中。”

“Retail is entering a new era, and projects like FEDS Xinyi A13 are so important because they become the standards of the future. And we are very excited to be working with Far Eastern Department Store Group on this journey to create a brand new retail experience for Xinyi A13,” says Edward Chao, Studio Director, and Richard Chang, Retail Practice Area leader at Gensler Greater China. “We assembled a global multi-disciplinary design team with experts from retail to hospitality to branding and digital experience design to develop an unique departmental store experience for Taiwan.”

▼购物区，the shopping zone © Gensler

Gensler亚太区域零售专家Markus Pesendorfer谈到：“通过Gensler的研究，我们更能了解到台湾客户的新需求：他们期待一个富有现代感的外观，也同时期待一个熟悉旧台湾的情调。我们希望为遠百信義A13打造一个可以在其中探索、启发灵感和享受生活的空间。”

Markus Pesendorfer, Retail Expert at Gensler APME said, “How we first approach this project is based on customer profiling and research. Through Gensler’s research, we can better understand the needs of the new Taiwanese customer. We wanted to create a better retail space for the FEDS Xinyi A13 to explore, inspire and enjoy life.”

▼简约的设计，新颖的面貌，the minimalist design giving a modern and refreshing look © Gensler

02. 融入台湾本土文化
Infusing Taiwanese Culture

Gensler全球零售总监Alison Carr谈到：“在整个室内设计中，有很多与台湾文化相关的设计元素，战略性地放置在百货公司不同的空间。我们特别注重了台湾的大自然元素。从地板和天花板的图案，可以看到自然木材、植物、花卉的图案。特别是在地下室美食庭上的天花板花卉图案是由一块块马赛克瓷砖组成，设计成中国瓷器风格的花砖图案。”

“Inspired by the incredible beauty of Taiwan, the design aesthetics was expressed throughout the store. Natural materials, especially wood highlights the circulation path throughout the store. Each floor is very unique and each floor has its own natural expression,” said Alison Carr, Retail Design Director at Gensler.

▼青瓷马赛克砖，Mosaic tiles on the ceiling used to create a traditional Chinese porcelain motif © Gensler

▼復古大稻埕美食街，the nostalgic Taiwanese street alley © Gensler

03. 宾至如归的舒适体验
Comfort & Hospitality

Alison Carr说：“在设计遠百信義A13的项目时，台湾的本土文化给了我难以置信的美的启发，整个百货公司设计都表达了设计美学。在室内设计的材料，我们使用了很多天然材料，尤其是木材，来突出了整个空间的流通路径。每各楼层都非常独特，都有自己的自然表达方式。鉴于台北遠百信義A13位于台北高人流量的地区，商场空间的设计布满了热情好客的体验和休憩的空间。”

“Hospitality and comfort is one of the very important design elements we want to create for FEDS Xinyi A13”, said Alison Carr, Retail Design Director at Gensler, “Given the fact that this store in located in a very busy section of Taipei, the design was infused with moments of hospitality and areas of respite.”

▼热情好客的体验和休憩空间，moments of hospitality and areas of respite © Gensler

▼实木材质的扶梯，wood highlighting the circulation path © Gensler

04. 数位体验设计
Digital Design Experience

赵亦晨先生及张景翔先生谈到：“数位体验是我们希望带给台北遠百信義A13的一项新元素，当您步入中庭或乘搭自動扶梯时，都能感受到数位体验的设计元素。百货公司里的核心区域自动扶梯设置了跨越多个楼层的数位体验。当你乘搭自动扶梯时，可以看到数位视频屏幕沿着整个十四层区域创建这种明亮的图像。”

Edward Chao and Richard Chang said, “Beside the references to Taiwan’s nature and culture, the other key design element is in the technology aspects. For example, as you move up and down the main escalator, you will discover digital experience design incorporated throughout the entire atrium space. Digital screens creates a bright and lively on the entire fourteen levels in the department store.”

▼电梯中的数位视频屏幕，digital experience design incorporated throughout the entire atrium space © Gensler

远东百货，在台湾多年深根，为许多台湾人带来无数的回忆与当代的创举，当老字号的坚持与新时代的冲击在遠百信義A13店碰撞，当环伺而来的是全球最紧密的百货商业战区。Gensler的设计团队最大的挑战就是如何让一家有历史怀旧感、轻奢的生活时尚百货店重新定位。设计采用大量带有复古怀旧感的材料，以往儿时所见的青瓷砖，或马赛克砖，或黄铜条被使用，却是以既现代既新颖的面貌呈现，而位于四层的台湾老街，更完全复仿早期台湾商业街道气氛，精准地激发过去与现代的并存而无违合。

The Far Eastern Department Store Xinyi A13 offers a very unique shopping experience that incorporates retail, hospitality and digital experience. In the design, natural element of Taiwan can be found throughout the entire building. From the patterning of the floor and the ceiling, there are motifs of natural wood, plants, flowers. In contrast to the modern chic design of the main atrium, one of the design highlights is a replica of the traditional Taiwanese street and facades on the third floor. At the basement food court, Chinese floral porcelain-style mosaic can be found at the ceiling. All these Taiwanese cultural designs are strategically placed in different spaces through the entire departmental store. These subtle overall details really make the overall retail experience very different and very unique, and something that the Taiwanese consumers will feel like something that belongs to the market elevated to the departmental store experience in this market.

▼不同材料的搭配，the combination of materials © Gensler

老物新用是远东百货品牌的多年所坚持的精神，也是Gensler化复古为现代的设计使命，但不仅于此，许多空间中皆可见高科技数位的体验设计，或于入口大厅间，或于扶梯之间，或于梯厅内，搭配柔和的实木材质，平静中带入温暖的律动，中和建筑的冰冷生硬，进而为不论是千禧一代的消费者或是忠于远百味的老客户，打造了无与伦比的消费体验空-远东百货信义A13

Digital experience is an element incorporated in the design such as digital video screens at the major escalator core area and the entire atrium space, creating this bright imagery along the entire fourteen storey area.

▼数码商品区，the digital zone © Gensler

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