X-select Couture, China by GE SPACE DESIGN

An Interlacement of the New and the Old The Future Has Come

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感谢 季意空间设计(联系邮箱:lijia@cdgedesign.com 予gooood分享以下内容 。更多关于他们:GE: Studio on gooood.
Appreciation towards GE: Studio (contact: lijia@cdgedesign.com) for providing the following description:

x-select,主攻年轻中端市场的服装买手店,一个有着近三十年老资格的全新品牌。此话没错,不如我们这样讲:对于一个城市的土著来说成长过程中总会有一些不重要但莫名深刻的集体记忆,90年代初随着市场的开化,国人的服饰类消费意识与习惯日渐开始不受物质与传统思想的局限,一家主营高端女装、名为XIN SELY(香榭丽)的服装店也在那个时候登上历史舞台,以不慢的速度逐步占据了成都各条知名街道的有利位置。其在当时算得上颇为时髦大气的白、黑简约配色的门店,也在某种程度上成为了街头巷尾的标识性存在。有些国际化的店面陈列与服装选款,在当时也算引领出了一种风潮。哪怕那些至今没有在里面消费过一次的人们,曾经也一定以它作为过坐标参照物。

▼店铺立面,the facade © 季光

X-select, a middle-end clothing store targeting young consumers,is a new brand with 30 years history. That is right, for a local resident who grew up in the city, there are always some unforgettable memories in their early life periods. As the developing of the market in the 1990s’, the consumption concept of Chinese consumers has shaken off the restraints of money and conventional thinking.  A high-end woman clothing store named XIN SELY appeared at the favorable positions of every famous road and street in Chengdu. They were considered what was then the fairly fashionable physical stores for their simple white and black colored look. It became very identical among streets in Chengdu. Their ways of displaying products in the stores also led a trend at that time. Even those who have not consumed in it once must have used it as a reference.

▼进入展示空间,entering the showroom © 季光

▼入口细部,details © 季光

如今,如何让父母辈经营的品牌焕发新生,新生代们也有了自己的主义与见解。“想要突破,做不一样的、新的东西,跳脱原品牌的刻板印象,能够独立的表达”是他们想要通过创立的全新品牌 —— X-select去表达的。

Nowadays, how to let the old brand shine its brilliance again, the new generation has got some ideas. That “To break through, to make the difference, to make the new products, to break the stereotypes and to express independently” is the new concept that they want to create. That is what X-select wants to express.

▼入口展示区,the display area at the entrance © 季光

这个全新的品牌是以买手店的形式出现。买手店相对于传统品牌店来说,本身就具有更独特、鲜明的个性。客群自带了:热爱时尚、喜欢小众文化艺术、勇于尝试新鲜事物……等标签。就此,它的空间气质也就有了清晰的定义:果敢、特别、足够美丽。打破外界的禁锢,打破对自己的禁锢。

This new brand is in the form of a buyer’s shop. Compared with conventional brand stores, buyer stores have more unique and distinct characters. Its customer group has their unique characters such as they love fashion,non-mainstream culture and art, dare to try new things and so on. Therefore, there is a clear definition for its space: bold, special and beautiful. To break the shackles of the outside world, break the shackles of their own.

▼镭射镀锌钢板的展架,the display racks of laser galvanized steel plate © 季光

X-select首家门店选址成都万象城二期,所代理的品牌调性统一在:时尚、简约、有品质、个性化、有设计感。而我们期望用打破常规的空间,去辅助他们抓住有品位、有消费力、接受度高的年轻消费群体。商场内的空间都统一方正,首先将斜切成两个干净简单的体块。规整空间被利落的打破,既能在形式上给人新鲜感,通过斜线来创造的独特空间感也带来强烈的视觉冲击。斜切处理,也解决了置身商场内的方正门店,从外部看进去视觉距离过短,没有空间层次感的弱点。

X-select’s first store is located in the Wanxiangcheng, Chengdu and its brand tonality is unified in fashion, simplicity, quality, personalization and better design. And we expect to use the space that breaks the convention to help them attract young consumers with taste, consumption power and high acceptance. The space in the shopping mall is unified and square. First, it is cut it into two clean and simple parts broken neatly, which not only gives people fresh feeling in form, but also brings strong visual impact through the unique sense of space created by diagonal lines. The oblique cutting also solves the weakness of squared-shape stores in shopping malls, such as short visual distance from the outside and no sense of spatial hierarchy.

▼看向内部展示区,view of the center display area © 季光

▼内部展示区,the center display area © 季光

▼不同材质交替的空间,different materials of the interior space © 季光

▼发光墙体,the luminous wall © 季光

切分为前、后场的空间里,前场向外不断蔓延延伸,以一块不规则几何造型与镭射镀锌钢板结合而成的休息坐凳,形成整个空间的视觉焦点,也以此引起顾客的兴趣。当消费者进入前场,会随着脚步进入到另一个新的空间。而空间的动线与陈列规则,也由此形成了品牌所独有的方式。两个递进又并续的空间,会带给消费者神秘感和探索感。

In the space divided into front and back court, the front court is constantly extending outward. The benches are composed of an laser galvanized steel plate with an irregular geometric shape forming the visual focus of the whole space and arousing customers’ interest. When consumers enter the front court, they will enter new space. The moving lines and well-organized display of this space also form the unique character of brand. Two progressive and continuous spaces will bring consumers a sense of mystery and exploration.

▼中央展示区,the laser display zone in the center © 季光

▼几何感的金属展架,the geometric metal display rack © 季光

此外,我们通过对商场内繁多品牌的观察,发现大部分门店是以白色为基调,视觉观感上稍显平淡,那么要从众多店铺跳脱出来,不仅空间形式色彩基调与搭配也需要特别。因此,我们同时使用了低饱和度与高饱和度的颜色,营造出高级感及夸张感并存的感官效果。从有色空间到无色空间,我们试图用“对比、反差”去创造出戏剧性与趣味性,从整体的沉浸式体验中营造出独特感。将品牌期望不断给顾客带来新的风格、搭配、款式等诉求融入进空间语言里。

Through the observation of various brands in the shopping mall, we found that most of the stores are based on white, and the visual impression is slightly flat. To be distinguishing among many stores, not only the space form, but also the color tone and matching need to be special. Therefore, we use both low saturation and high saturation colors to create a high-level and exaggerated sensory effect. From a colored space to a colorless space, we try to use “contrasts” to create theatricality and enjoyment and create a unique feeling from the overall immersion experience. Brand expectations will continue to bring customers new styles, Mix and match, and other demands into the space language.

▼镜面空间,surrounding within the mirrors © 季光

▼收银台,the counter © 季光

纵观当下,千禧风的回潮与蒸汽波、赛博朋克风等充满对未来世界向往与思考的艺术风格持续受热捧。我们却不希望以某种风格将X-select限定,水磨石、洞石、水泥漆、镭射镀锌钢板、镜面不锈钢、渐变艺术玻璃、超白钢化玻璃;墙面的肌理效果、内嵌的金属踢脚线……我们通过有着不同年代代表意义的材质选择与呈现空间艺术效果的不同手法运用,致敬风格艺术也投射出情怀与未来。

Nowadays, the returning of Millennium style,Steampunk,  Cyberpunk and styles that look into the future are popular. However, we don’t want to limit X-select in a certain style, such as terrazzo, artstone, cement paint, laser galvanized steel, mirror stainless steel, gradual change art glass, ultra-white tempered glass, texture effect of wall, metal embedded skirting. Through the selection of materials with the representative significance of different ages and the use of different techniques to present the artistic effect of space, the art of saluting style also reflects the feelings and future.

▼细部,details © 季光

以突变与延伸打破禁锢空间的呆板,以无序与有序冲突出的空间语言去表达品牌对于时尚、服饰文化甚至新的行业理念的见地。

Breaking the rigidity of the confined space with mutation and extension, and expressing the brand’s views  on fashion, clothing culture and even new industry concepts with disordered and orderly space language.

▼平面图,plan © 季意空间设计

项目名称:X-select服装店
项目地点:成都万象城二期
项目完成时间:2020.12月初
项目类型:商业(展示空间类)
项目面积:260㎡
设计机构:季意空间设计
设计师:李佳、彭秋霞
摄影师:季光

Project Name:X-select Couture
Project location :Phase II of Chengdu Vientiane City
Project Completion Time:2020.12
Project Type: Commercial (Exhibition Space)
Project Area: 260㎡
Design Institute: GE SPACE DESIGN
Designers:Jia Li、Qiuxia Peng
Photographer:Gugang Ji

More: GE: Studio (contact: lijia@cdgedesign.com)
更多关于他们:GE: Studio on gooood

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