X11上海淮海路全球旗舰店 / 绽放设计

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对于国内新商业业态而言，潮玩集合店还属于一个“新物种”。但潮玩已成为Z世代的生活必需品，构成和丰富Z世代精神生活的一部分。Z世代作为推动新兴商业发展的主流群体，他们的群体喜好和消费习惯深刻地影响着商业的迭代方式和创新方向。

Toy collection stores are quite new in China’s retail market. Nowadays, toys have become a necessity for Generation Z to enrich spiritual life. As Gen Z plays a main role in promoting emerging commercial operations, their preferences and consumption habits have a profound impact on the directions of commercial updating and innovation.

▼项目视频，Project video ©鲁哈哈

1. Z世代的潮玩朝圣地
A new destination for Gen Z

X11是针对Z世代新消费需求而生的，涵盖了盲盒、手办、BJD娃娃、拼装模型、精品模型、二次元周边、图书、潮流饰品、潮流文创以及艺术潮玩等品类。满足了人们对未知的探索，追求新奇趣的好奇心，它是对潮流的不定义，是骨子里自带的神秘吸引力的全球潮玩文化品牌。X11品牌联合BloomDesign绽放设计打造的X11首个全球潮玩旗舰店，位于上海公认最美丽、最摩登、最有腔调和情调的淮海路。它的出现快速占领了淮海中路话题高地，成为潮玩行业探索和发展的新标杆，超预期、沉浸式、无打扰的购物体验成为年轻人上海游玩必去的打卡点。

Born for Gen Z’s new consumption demands, X11 is a retail brand that sells blind boxes, garage kits, ball-jointed dolls, assembly models, exquisite models, ACGN (animation, comic, game and novel) products, books, trendy accessories, popular cultural creations and artistic toys, etc., to meet young generation’s curiosity for exploring the unknown and pursuing novelty and fun. Instead of defining the trend, the brand attracts customers with its inherent mysterious, intriguing genes. X11 entrusted BloomDesign to conceive its first global flagship store, which sits on Huaihai Road — known as the most beautiful, modern and stylish commercial street in Shanghai. The new store quickly becomes a hot destination on Middle Huaihai Road and sets an example for the exploration and development of toy industry. Its surprising, immersive shopping experiences have attracted many young people in Shanghai.

▼店铺外观，exterior view ©鲁哈哈

作为国内目前面积最大，品类最多的潮玩集合店，以一种什么样的体验方式和空间风格呈现给用户成为设计探索的重点，经过双方讨论，大家希望在行业内创建一定差异性和适度稀缺性的空间体验。淮海路店是一个上下两层的空间结构，总面积超过2000平方米，这种几乎囊括全球各个品类的潮玩业态，设计师希望用户从心里感受到它的“大”所带来的心灵震撼，不只是空间的物理尺度。

This is China’s largest toy collection store with the most diversified categories of products. The key of the design was to create spatial experiences and style that cater to young consumers’ preferences. After discussion, both the client and the design team agreed to introduce differentiated and novel experiences into the store. The store is a two-storey space, which is located on the ground and underground floors of a building and occupies a total area of more than 2,000 sqm. It collects toys of all categories worldwide. The design team hoped that customers would be shocked by its diversity and “largeness” beyond physical-scale level.

▼店铺入口，the entrance ©鲁哈哈

2. 5层楼高的”盲盒版”外立面
5-storey blind box-featured facade

设计师利用外立面的尺度优势，打造了一个5层楼高的，由一个个“盒子”构成的盲盒版外立面，同时它也是一个LED灯墙，整齐有序，让品牌在整个街区中显得格外突出，像等待打开和探索的盲盒吸引着来往路人进店一探究竟。夜晚当灯光装置打开的时候，每个发光盒子又可以组成形态各异的像素图案，也成为X11品牌对外表达品牌态度的媒介。

The design team renovated the 5-storey facade of the building where the flagship store sits. By taking advantage of the large scale, the designers created a brand new 5-storey facade that consists of many “blind boxes”. The facade also functions as a neat, orderly LED lighting wall to strengthen the visual identity of the store on the street, helping attract passers-by to explore inside. When the lighting fixtures are turned on at night, each luminous box forms distinct pixel patterns, well expressing the brand’s attitude.

▼入口空间，the entrance ©鲁哈哈

▼从入口看内部售卖空间，view of the selling area from the entrance ©鲁哈哈

3. X方舟——末日与新生
“X Ark” — rebirth after doomsday

为了让品牌呈现完整的故事性和体验感，设计师以“X方舟”为主题，用空间讲述当宇宙崩坏时其实也是正在重新建构这样一个“末日与新生”的景象，X方舟是所有美好和向往避难所，是Z世代的精神方舟，更是年轻人的造梦场，在末日废土中重新构建一个先锋多元的二次元理想世界。

To create a story-telling and experiential space, the design team took “X Ark” as the theme, and adopted spatial narratives to tell a story that when the universe collapsed, a scene of “rebirth after doomsday” was actually reconstructed. “X Ark” is a refuge for beauty, a spiritual ark for Gen Z, a dream destination for the young, and a forward-looking, diverse and ideal ACGN world built on an apocalyptic wasteland.

▼室内空间概览，overview of the interior space ©鲁哈哈

▼裸露的建筑艺术感，the naked sense of architectural art ©鲁哈哈

4. 赛博朋克、废土美学
Cyberpunk & wasteland aesthetics

为了打破双层空间独立性，最大限度表达品牌体验一体感，设计师将一层楼板打穿，与地下一层贯通，让空间向下延伸，使空间更有张力，感受更加宏伟。

In order to break the independence of the two floors of space and maximize the integrated brand experience, the floorslabs of the ground floor were removed to connect it with the underground floor, so as to extend the space downwards and make it more magnificent.

▼上下楼层贯通，the connecting floors ©鲁哈哈

▼二层视角，view from the second floor ©鲁哈哈

空间中保留拆除和剥离而呈现的原始裸露的钢筋和混泥土梁柱，还原建筑结构本来的状态，在建筑中重建，银色的哑光不锈钢，裸露的灰色水泥，在科技感十足的灯光和多媒体的点缀下，强烈的赛博朋克风。显得更酷、更潮、更未来！

After demolishing and stripping treatments, the existing reinforced concrete beams and columns are exposed and retained, thereby restoring original structures. After reconstruction, the silver matte stainless steel and exposed grey cement, complemented by lighting and multimedia device featuring a sense of technology, reveal a strong cyberpunk style and appear cooler, more trendy and futuristic.

▼裸露的钢筋和混泥土梁柱，reinforced concrete beams and columns ©鲁哈哈

▼楼梯通向二楼，stairs leading to the second floor ©鲁哈哈

5. 建筑体量感通天货架
Full-height shelf with a sense of volume

设计师在空间中设置了一个通高6米的通天货架，穿过一楼楼板，将两层空间在视觉上统一为一个整体。同时货架本身也成为了店内的打卡点和艺术装置，自下而上仰望，拔地而起向上延伸，充满力量感和未来感，科幻而神秘。

The 6-meter-high shelf visually integrates the two floors of space, and becomes an instagrammable scene and artistic installation in the store. It seems to rise from the ground and extends upwards, creating a dramatic, futuristic, sci-fi and mysterious visual effect.

▼通高6米的通天货架，the 6-meter-high shelf ©鲁哈哈

▼货架细部，details of the shelf ©鲁哈哈

▼看向货架顶端，view of the high shelf ©鲁哈哈

透明的玻璃廊桥设置，模糊了双层空间的物理界限，人流涌动，激发着到店潮人们的探索欲。

Besides, the transparent glass bridge blurs the physical boundaries of the two-storey space, arousing customers’ interest to explore it.

▼二层玻璃廊桥，the transparent glass bridge ©鲁哈哈

6. 专属X时空隧道
Exclusive “X Time Tunnel”

深邃且充满科技感的专属X时空隧道，仿佛链接着未来，通过隧道中的一道道门去发现一个个不同的场景，像是进入了一个永不闭幕的动漫展，应接不暇、眼花缭乱，置身于一个无尽的探索空间之中。

The long, distinctive “X Time Tunnel” features a sense of technology, and seems to link to future. Consumers can explore different scenes through the doors in the tunnel, as if they engage in a never-ending comics and animation exhibition.

X11上海旗舰店是消费者与品牌互动的窗口，是消费者发现美好，探索未知，表达自我的潮流文化空间和平台，是用场景式的全新探索，是用超预期的体验方式向用户传达品牌态度和品牌价值。未来X11品牌还将持续给市场和消费者带来惊喜，让我们一同期待……

The X11 flagship store in Shanghai serves as a window for customers to interact with the brand, and also a trendy cultural space and platform for them to discover beauty, explore the unknown, and express the self. The novel explorative scenes and unexpected spatial experiences convey the brand’s attitude and values to customers. In the future, X11 will continue to bring surprises to the market and consumers. Let’s look forward to it.

项目名称｜X11上海淮海路全球旗舰店
项目业主｜KK集团
甲方团队｜X11 Design Lab & Leo Cheung
项目面积｜2000㎡
完工时间｜2021.5
项目地点｜中国上海
设计范围｜建筑外立面设计、室内设计
设计单位｜BloomDesign绽放设计
公司网址｜www.zhanfangdesign.com
创意总监｜李宝龙
主案设计｜南鸿天
设计策划｜陈小虎
设计团队｜张亮、叶钰、keke、张颖、王凯、龙海波
灯光顾问｜启迪时光照明设计（深圳）有限公司
项目摄影｜鲁哈哈
视频拍摄｜鲁哈哈
视频剪辑｜唐无羊

Project name: X11 Global Flagship Store (Huaihai Road, Shanghai)
Client: KK Group
Party A team: X11 Design Lab & Leo Cheung
Area: 2,000 square meters
Completion time: May 2021
Location: Shanghai, China
Design scope: building facade, interior
Design firm: BloomDesign
Creative director: Li Baolong
Chief designer: Nan Hongtian
Design planning: Chen Xiaohu
Design team: Zhang Liang, Ye Yu, Keke, Zhang Ying, Wang Kai, Long Haibo
Lighting design: ENLIGHTEN LIGHTING DESIGN (SHENZHEN) CO., LTD.
Photos: Lu Haha
Video shooting: Lu Haha
Video editing: Tang Wuyang