TGY – Event Space And Multibrand Store, China by RAMOPRIMO

A meeting place for fashion lovers

Project Specs

Design:
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感谢 头条计画 予gooood分享以下内容。更多关于他们:RAMOPRIMO on gooood
Appreciation towards RAMOPRIMO for providing the following description:

交互场所或零售空间? 这家由RAMOPRIMO设计的沈阳品牌集合店更喜欢前者! 毋庸置疑,单纯的零售功能已经逐步成为零售空间的众多属性之一。 许多品牌和公司都选择在线下与时俱进地融合辅助功能(活动,展览和饮食只是其中的一部分),以赢回被线上购物当日送货和免费退换等服务吸引的消费者。 如果不这样做,线下商店的前景则岌岌可危。

多品牌零售商TGY的决策方在选择Ramoprimo在中国沈阳市设计一个600平方米的商店之前,仔细考虑了他们的战略。为了给自己的商业活动提供有利的基础,他们决定将该店铺多元化并强化品牌烙印,使其成为时尚爱好者的“交互场所”。 TGY将不仅仅是传统的店铺,而是时尚爱好者的聚会场所,它将激发人们谈论时尚的生活方式,组织创意活动并提供摄影师提供照片拍摄。 它在同一个空间内嵌入了令人印象深刻的不同功能:定制商店、灵活的活动区、供客座设计师展示新系列的设计临时展览、咖啡区、美容中心和鲜花店等。这意味着该店铺将根据不同时间和情景下为客户提供千变万化的体验,每一次的访问都略有不同。在满足这些需求基础上,设计师的概念是打造基于非固定情景的动态商铺。 入口处的房间将作为展示当地时尚设计师作品的舞台。 该房间可以视情景旋转不同角度。作为设计概念的延伸,安装在休息空间的光学栅格板定制而成的交互式城市地图,将根据观看者的角度改变颜色。

▼商店入口处的咖啡区,咖啡区的墙面上覆盖着沈阳的城市地图,the cafe area at the store entrance, with a huge map of Shenyang city on lenticular panels ©Marcella Campa

TGY is not a traditional store but a meeting place for fashion lovers, which will inspire people to talk about lifestyle, creatives to organize events and photographers to host their photo shootings. It embeds several main funtions in the same space: curated shop, flexible event area, temporary exhibition where guest designers can show their new fashion collections, a cafe’, beauty center and flower shop. The space is also meant to change throughout time offering its customers an ever-changing experience, slightly different from visit to visit.

Providing a phisical shape for this vibrant and changing program wasn’t an easy task. According to the project’s brief, design should surprise, be cozy, be fashion, be classical and be flexible at the same time, eye-catching to attract a wider audience of customers with different interests and taste. To embrace all those needs, the main concept then is a dynamic fluid space based on the idea of movement, with a layout characterized by the popping-up of many different elements along the path. A rotating room in the entrance can serve as flexible stage for exhibiting young Chinese fashion designers. In the café area, a huge map of Shenyang city on lenticular panels will constantly change color according to the movements of viewers.

▼环绕着咖啡区的弧形走廊,走廊的墙上安装由光学栅格板定制而成的交互式城市地图,the arc corridor around the cafe area with a huge map of Shenyang city on lenticular panels ©Marcella Campa

此外,拱门长廊连接了商店和咖啡店这两个主要区域,对顾客发出体验邀请。

An arched promenade is connecting the two main areas – the shop and the café – on the opposite sides of the store, providing a space for runway and inviting customers to reach the event space and the other functional corners.

▼拱门长廊连接了商店和咖啡店,the arched promenade connects the shop and the cafe ©Marcella Campa

▼拱门长廊局部,可作为时尚展示区,partial view of the arched promenade that can act as the fashion runway ©Marcella Campa

▼拱门长廊局部,partial view of the arched promenade ©Marcella Campa

为了激发游客在整个购物体验中的好奇心,沿着TGY的流动路径上“弹出”了其他的不同元素,例如用于存放鞋子和时尚配饰的秘密柜、提供个人保养的美容室、花店、意大利式公共广场,以及一个专门举办活动和时尚讲座的区域,上面完全铺满了意大利品牌Bisazza的海洋绿色马赛克瓷砖。

弯曲的不锈钢墙壁包裹了多处室内空间–金属被选作主要的工程材料,是因为它既可以用作中性背景,又可以提供活跃的视觉效果,反射出服装的形状和颜色以及其它临时设置,给消费者带来随着展示元素不同而不断变化的室内环境。

▼弯曲的不锈钢墙壁包裹了多处室内空间,steel curved walls envelop the space like large folded metallic fabric ©RAMOPRIMO

The floor, made of large rectangular ceramic tiles with satin metallic finishing separated by continuous square glossy steel profiles, is reflecting the widespread lighting net on ceiling adding a diffuse sense of vibrancy.

Steel curved walls envelop the space like large folded metallic fabric. Metal has been chosen as the main material for the store for its quality to work as a neutral but reacting background. It will actively interact with each new exhibition by reflecting shapes and colors of all clothes and temporary design settings.

▼商店内部概览,overview of the shop ©Marcella Campa

▼弯曲的不锈钢墙壁限定出服饰展示区,the steel curved walls define the exhibition area ©Marcella Campa

▼弯曲的不锈钢墙壁可以用作中性背景,the steel curved walls can work as a neutral but reacting background ©Marcella Campa

▼弯曲的不锈钢墙壁可以提供活跃的视觉效果,反射出服装的形状和颜色,the steel curved walls can reflect shapes and colors of all clothes to actively interact with each new exhibition ©Marcella Campa

▼平面布置图,layout plan ©RAMOPRIMO

year: 2020
location: Shenyang, China 
function: mixed-use, multibrand store, cafe, event space 
area: 600 sqm 
design team: RAMOPRIMO 
architects: Marcella Campa, Stefano Avesani
collaborators: Lisa Montanari, Zhao Xinyi 赵心怡, Huo Ran 霍燃, Giacomo Squaquara 
client: The Greatest You 了不起的你
loose furniture: Vondom
steel works: CLX – ChongLongXin metal decoration project [昌隆鑫金属装饰工程] 
photos: Marcella Campa

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