UR London Flagship Store – The Scarce Sound by DOMANI

Business milestone oversea of China fashion brand

Project Specs

Design Firm:

非常感谢 东仓建设 予gooood分享以下内容。更多关于他们:DOMANI on gooood.
Appreciations towards DOMANI for providing the following description:

2017年Zara关闭中国区最大旗舰店,H&M利润持续下降,Topshop则宣布暂别国内市场开启持续两年的国际快时尚士气低迷。同期,UR中国作为快时尚品牌龙头则大规模突击海外,成为进驻伦敦西区Westfield Mall的首个中国服装品牌。UR中国开设的旗下首家欧洲旗舰不仅是全球最大UR旗舰店,同时成为成为中国品牌在海外单店面积最大的商业里程碑。

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.

▼项目概览,project overview

续UR中国成都/上海的战略店形象成功建立与推广,DOMANI东仓建设及其主创余霖/AnnYu小姐获邀继续担纲UR伦敦旗舰店创作。如何协助中国企业由亚洲市场走向全球席位,强调本土砥柱型时尚品牌自信从容的海外商业战略姿态,传递先锋并有远见的品牌信息,成为该案的首要争议。延展已成功建立的UR品牌‘纯艺及城市化’空间语境,设计师的创作逻辑由三部分构成:1/文化及审美的全球主义与地域符号的内化,情绪化,及当代性;2/商业形象策略的排他性与攻击性;3/空间建造材料与结构的全球通用性。

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.

▼首层空间,ground floor

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.

▼首层入口区域,,entrance area

▼装置细部,installation detailed view

大面积墙地一体化的色彩控制是该场所的文化指向性策略与商业攻击性体现。由中国民间茶文化器皿‘紫砂’的色彩提炼的空间主色材料近乎是该案例中唯一隐晦的东方符号性表达。墙体构造筑型的当代性叠加色彩元素地域性对周围商业环境产生独特影响。在传统以黑白木色为主流色彩构成的商业环境中,来自东方的‘紫砂’色成为路人无法忽略的风采同时大幅度提高客流进店率。

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

货架与道具设计基于物料的全球通用性及不同地域的建造成本考量,以通用型材40X30mmU型钢搭配60X80mmU型钢通过驳接点结构设计成为易于组合的货架道具。型材性能足够承受大于500kg/米的货物挂装重量。

▼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.

店面空间由800平方米一层通过电动扶梯将顾客轻松引流至1500平方米二层的商业空间。并通过转换梯错落关系与电扶梯侧向造型强化该动线在整个商业环境中的重要性。同时,一层的收银点也置于梯下。并通过泛光灯箱对顾客建立空间标的点。

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.

▼收银点,cashier

▼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

▼细部,detailed view

挑高中空结合垂直动线令二层商业面积有效激活。由二层空间平台面进行中空俯视。该区间的激烈尺度大大增强不同商业区块的空间趣味性,以此均衡全场人流均衡度。

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

▼楼梯细部,staircase detail

二层大面积商业空间的通透性令顾客在任意点位通过不同装置坐标点快速建立动线逻辑,同时有效识别完整的产品范围信息。

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

▼楼梯口装置,installation

▼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

位于空间深处设立的灯箱墙面,以均衡的泛光线吸引人流进入商业冷区,基于人的向光性。它在商业空间关系中通过强化空间纵深边界来加强不同商业区间影响,并对重要交通动线形成引流节点。

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

本案是一次跨文化语境的设计探索,设计师试图通过设计手法的底层元素来建构一个极其抽象的形而上的当代东方,乃至描绘拥有一流的全球视野与格局的中国品牌。“稀声”不仅将信息复杂的东方意向与文化观念隐喻控制在无形之境,这种控制亦释放出足够的当代商业攻击力。同时,国际化的空间语言和形式亦不同地域与层面的消费者对中国品牌的现代性有了突破性的解读。

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

▼平面图,floor plans

项目名称:UR伦敦旗舰店
项目地点:英国伦敦
项目面积:2500㎡
项目业主:UR中国
完成时间:2018年11月
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

More:  东仓建设。更多关于他们:DOMANI on gooood.

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