In 2017, Zara closed its biggest flagship store in China, H&M had continuous declination profit, Topshop announced that it would temporarily leave the domestic market, in the past two years, international fast fashion retailers are growing at a slower pace, meanwhile, UR China, the leading fast fashion brand are expanding worldwide, it is the first Chinese fashion brand in Westfield Mall, west London. This store is not only the first flagship store in Europe, but the largest UR flagship store in a globe scale, what else it is with no doubt thelargest commercial milestone for Chinese brands in overseas single stores.
Continued UR Chengdu & UR Shanghai flagship store successfully established and promoted, DOMANI Architectural Concepts and its co-founder Miss Ann Yu was invited to design UR London flagship store. How to present a Chinese enterprise in an international market, emphasizing the self-confident and firm gesture of overseas business strategy attitude of domestic enterprise, and delivering pioneer and visionary brand culture, became the primary requirement of this case. To extend the “Fine art and urbanization “space concept, the designer’s creative logic consists of 3 parts: 1) Culture and aesthetic globalism and regional symbolizations, emotional and contemporary; 2) exclusiveness and aggressiveness of business image strategy; 3) global versatility of space-building materials and structures.
方案空间一反常态商业开放与通透定式思维，以由大体块墙体‘建墙’作为店面形象主体并以此隐喻西方当政治保守主义思。喇叭型装置‘THE SOUND’则成为打破厚重墙体隐喻的戏虐与玩笑。象征来自全球不同文化片段的‘THE SOUND’在创作初期设定为声波感应装置，它将播放细微声音素材的来自全球不同文化片段的采集，并通过顾客与装置的感应距离进行微观声控，令顾客身姿与装置产生行为关联。而纱布包裹的装置则影射单一的政治逻辑导致的文化多元性丧失。
▼喇叭型装置‘THE SOUND’象征着来自全球不同文化片段，the horn-shaped device ‘THE SOUND’ symbolizes different cultural fragments from around the world
The space concept is uncharacteristically open and transparent, with a large wall as the main image of the store and as a metaphor for Western political conservatism. The horn-shaped device ‘THE SOUND’ has become a fun element to break the metaphor of thick walls. The SOUND, which symbolizes different cultural fragments from around the world, was set up as a sonic sensor in the early stage of the creation. It will play the collection of different cultural fragments from the world with subtle sound materials, and micro-voice control through the sensing distance between customers and devices. so that customers ‘postures and devices can have behavioral correlation. The gauze-wrapped device insinuates the loss of cultural diversity caused by a single political logic.
▼装置细部，installation detailed view
The color consistency of large area wall and ground integration is the embodiment of the cultural orientation strategy and commercial aggression of the place. The spatial dominant color material refined by the color of Chinese tea ceramic, `Purple Sand’ is almost the only obscure oriental symbolic expression in this case. The contemporary superimposed color elements of the wall structures created a unique influence on the surrounding business environment. In the traditional business environment with black and white wood as the mainstream color, the “purple sand” color from the east has become a style that passers-by cannot ignore and greatly increase the rate of passenger entering the store.
▼首层展示区概览，display area on the ground floor
▼来自东方的‘紫砂’色成为路人无法忽略的风采，the “purple sand” color from the east has become a style that passers-by cannot ignore and greatly increase the rate of passenger entering the store
▼货架与展台，display shelf and table
▼货架与道具设计示意，shelf and prop design
Shelf and prop design is based on the global versatility of materials and construction costs in different regions. The universal profile 40X30mmU steel with 60X80mmU steel is designed to be easy to assemble by the docking point structure. Profile performance is sufficient to withstand cargo loading weights greater than 500 kg/m.
▼定制道具更衣镜的异形构造与通透感在厚重的‘紫砂’色环境中成为自由动线中的标的点，profiled construction and transparency of the custom-made dressing mirror become the focus point of circulation line in the thick purple sand color environment.
Store space on 1F with 800 square meters will easily drain customers to 2F that 1500 square meters of commercial space through escalators. The importance of the circulation line in the entire business environment is enhanced by the conversion ladder and the lateral shape of the escalator. At the same time, the cashier on the first floor is placed under the ladder, and through the floodlight box to establish space target points for customers.
▼非矩阵式的货架排布形成灵活的自由动线，贯穿UR去中心化的商业动线策略形成室内层次丰富的产品展陈关系。The non-matrix shelf arrangement forms a flexible circulation line. The business dynamics strategy that runs through the UR decentralization forms a comprehensive product exhibition relationship in the interior
The high hollow combined with the vertical moving line enables the effective activation of the second-floor commercial area. The hollow top view is made up of the two-story platform surface. The fierce scale of the interval greatly enhances the spatial interest of different commercial blocks, thereby balancing the balance of the flow of people.
▼二层大面积商业区间与扶梯动线关系，The relationship between the two-story large-area commercial section and the escalator
▼挑高中空结合垂直动线，the high hollow combined with the vertical moving line
▼由二层空间进行中空俯视，the hollow top view is made up of the two-story platform surface
The transparency of the two-story large-area commercial space allows customers to quickly establish dynamic line logic at different points through different device coordinate points, while effectively identifying complete product range information.
▼二层空间概览，interior of the upper floor
▼货架结构的细部构件构造设计与组合应用关系，relation between detailed component construction design and composite application of shelf structure
The illuminated wall located deep in the space attracts people into the commercial cold zone by the balanced floodlight, which is based on the phototropism of human beings. In the commercial spatial relationship, it strengthens the influence of different commercial areas by strengthening the spatial depth boundary, and forms drainage nodes for important circulation lines.
▼灯箱墙面带来均衡的泛光线，the illuminated wall attracts people with the balanced floodlight
▼展示区域多视角，display area detailed views
This case is a cross-cultural context design exploration. The designer tries to construct an extremely abstract metaphysical contemporary oriental through the underlying elements of design techniques, depicting Chinese brands with first-class global vision and pattern. “Scare Sound” not only controls the complex oriental intentions and cultural concept metaphors in an invisible environment, but also releases enough contemporary commercial attack power. At the same time, the internationalized spatial language and form have also provided a breakthrough interpretation of the modernity of Chinese brands for consumers in different regions and levels.
▼差异化色彩构成的店面在传统商业色彩群落中产生独特魅力，并因此带动人流的有效导入，The storefront with differentiated colors creates a unique charm in the traditional commercial color community, and thus drives the effective introduction of people
▼店铺和室内立面图，exterior and interior facades
主案设计：余霖（Ann Yu）| DOMANI东仓建设
艺术装置：余霖（Ann Yu）| A&V桉和韦森
协作设计: 王润维(Rex)等| DOMANI东仓建设