ZARA淮海中路旗舰店，上海 / AIM恺慕建筑设计

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长期以来，零售常被等同于消费。然而，一座城市中真正令人难忘的场所，并不取决于人们购买的商品，而是因共同经历的瞬间而被铭记。在与ZARA的第四次合作中，AIM延续了双方共同的愿景——重新定义实体零售的角色，打造商业、文化与社区交汇的目的地。在设计理念上，AIM并未将门店视为孤立的商业空间，而是将其视作当代公共室内场所，一处丰富城市生活的空间。

Retail has long been associated with consumption. Yet the most memorable places in our cities are defined not by what we buy, but by what we experience together. Through its fourth collaboration with ZARA, AIM continues a shared ambition to redefine the role of physical retail, creating destinations where commerce, culture, and community converge. Rather than designing stores as isolated commercial environments, the practice sees them as contemporary public interiors that enrich urban life.

▼ZARA淮海路店——广场外观，
ZARA Huaihai – Plaza exterior © Seth Powers

ZARA淮海中路旗舰店坐落于上海最具活力的商业街区之一，将原有商业建筑改造为纵贯多层的零售空间。设计并未赋予建筑一个全新的身份，而是尊重现有的混凝土结构、比例与空间逻辑，让建筑本身主导零售体验。该项目体现了ZARA向更开放、更灵活、更具沉浸感的环境演进的趋势，在此过程中，旅程本身与最终目的地同样值得品味。

▼ZARA淮海路店——分析图，ZARA Huaihai – Diagram © AIM Architecture

Located on one of Shanghai’s most vibrant commercial streets, ZARA Huaihai Road transforms an existing commercial building into a multi-level retail destination. Rather than imposing a new identity, the design embraces the building’s existing concrete structure, proportions, and spatial logic, allowing the architecture itself to shape the experience. The project reflects ZARA’s evolution towards more open, flexible, and immersive environments, where the journey is as meaningful as the destination.

▼ZARA淮海路店——广场外观，ZARA Huaihai – Plaza exterior © Seth Powers

建筑狭长的楼层平面并未构成限制，反而成为设计的契机。动线的展开方式如同一次连续的建筑漫游，引导人们穿梭于不同楼层之间，在层层递进中感受不断变化的空间氛围和都市视野。首层立面以开放的姿态面向淮海路展开，消解了城市与零售空间之间的边界。一座纪念碑式的砖砌基座将街道上的生活场景自然延伸至建筑内部，营造出宛如露天剧场般的景观，让访客、行人与城市在此自然相遇。

The building’s long and narrow floor plates become an opportunity rather than a constraint. Movement unfolds as a continuous architectural promenade, where every level reveals new atmospheres and shifting perspectives onto the city. At street level, the facade opens generously onto Huaihai Road, dissolving the boundary between city and retail. A monumental brick podium extends the life of the street into the building, creating an amphitheatre-like landscape where visitors, passers-by, and the city naturally intersect.

▼ZARA淮海路店——首层ZARA Woman，ZARA Huaihai – ZARA Woman, ground floor © Seth Powers

▼ZARA淮海路店——首层ZARA Woman细部，
ZARA Huaihai – ZARA Woman detail, ground floor © Seth Powers

▼ZARA淮海路店——首层ZARA Woman，
ZARA Huaihai – ZARA Woman, ground floor © Seth Powers

建筑原有的外壳被完整保留、并着重凸显；而精致、轻盈的介入方式则组织起室内秩序。家具、陈列系统、试衣间及建筑构件轻巧地嵌入建筑内部，使空间能够随着时间不断演变，同时始终保有其本质特征。

The existing shell is preserved and celebrated, while refined, lightweight insertions organise the interior. Furniture, display systems, fitting rooms, and architectural elements sit lightly within the building, allowing the space to evolve over time while preserving its essential character.

▼ZARA淮海路店——首层ZARA Salon，
ZARA Huaihai – ZARA Salon, ground floor © Seth Powers

▼ZARA淮海路店——首层ZARA Salon，ZARA Huaihai – ZARA Salon, ground floor © Seth Powers

项目的核心位置，原有楼梯被改造为贯穿各层的雕塑式地标。沿建筑后立面设置的玻璃交通核心，容纳了主要自动扶梯系统，将层层叠叠的人影与穿行轨迹映现于城市视野之中，也始终与外界保持着视觉上的对话。动线，由此不再只是功能，而成为建筑体验的本身。

At the heart of the project, the existing staircase is transformed into a sculptural landmark connecting every level. Along the rear facade, a glazed circulation spine accommodates the primary escalators, revealing silhouettes and movement across multiple floors while maintaining a continuous visual dialogue with the city. Together, these circulation elements turn movement itself into the defining architectural experience.

▼ZARA淮海路店——楼梯，ZARA Huaihai – Staircase © Seth Powers

▼ZARA淮海路店——首层楼梯，
ZARA Huaihai – Staircase, ground floor © Seth Powers

▼ZARA淮海路店——楼梯，ZARA Huaihai – Stairs © Seth Powers

▼ZARA淮海路店——楼梯，ZARA Huaihai – Stairs © Seth Powers

空间体验随着一系列风格鲜明的场景渐次展开：为ZARA TRF系列打造的当代仓储空间、女装区的艺术画廊、彰显工艺精神的ZARA MAN创作工坊，以及一处结合零售、待客与日常生活的当代上海Loft空间。

The journey continues through a sequence of distinct atmospheres: a contemporary warehouse for ZARA’s TRF collection, an art gallery for women’s fashion, an atelier celebrating craftsmanship for ZARA Man, and a contemporary Shanghai loft where the boundaries between retail, hospitality, and domestic life begin to blur.

▼ZARA淮海路店——一层ZARA TRF，ZARA Huaihai – ZARA TRF, 1F © Seth Powers

▼ZARA淮海路店——一层TRF鞋包区细部，
ZARA Huaihai – TRF Shoes and Bags detail, 1F © Seth Powers

▼ZARA淮海路店——一层TRF鞋包区，
ZARA Huaihai – TRF Shoes and Bags, 1F © Seth Powers

▼ZARA淮海路店——一层TRF鞋包区细部，
ZARA Huaihai – TRF Shoes and Bags detail, 1F © Seth Powers

▼ZARA淮海路店——一层TRF鞋包区，
ZARA Huaihai – TRF Shoes and Bags, 1F © Seth Powers

▼ZARA淮海路店——一层TRF细部，
ZARA Huaihai – TRF detail, 1F © Seth Powers

▼ZARA淮海路店——细部，ZARA Huaihai – Detail © Seth Powers

▼ZARA淮海路店——灯光细部，ZARA Huaihai – Lighting detail © Seth Powers

材料既塑造顾客的感官体验，又回应ZARA不断演进的品牌形象。裸露的结构柱、抛光混凝土地面与混凝土格栅吊顶共同构成独特而沉静的建筑语言，为ZARA多元的客群画像提供了鲜明而本真的空间底色。

Materiality plays a crucial role in shaping both the sensory experience and ZARA’s evolving brand identity. Exposed structural columns, polished concrete floors, and a concrete cassette ceiling establish a bold yet serene architectural language, offering a strong, authentic backdrop for ZARA’s diverse customer profiles.

▼ZARA淮海路店——ZARA Woman，ZARA Huaihai – ZARA Woman © Seth Powers

▼ZARA淮海路店——一层ZARA TRF，ZARA Huaihai – ZARA TRF, 1F © Seth Powers

▼ZARA淮海路店——ZARA Woman，
ZARA Huaihai – ZARA Woman © Seth Powers

粗犷的结构与细致的介入互为对话：裸露的混凝土、石材与矿物饰面彰显了原有建筑结构的真实质感，而定制钢材、木材与亚麻则为空间注入温度、触感与可塑性。

Raw structure versus refined interventions: exposed concrete, stone, and mineral finishes celebrate the authenticity of the existing structure, while bespoke steel, timber, and linen introduce warmth, tactility, and adaptability.

▼ZARA淮海路店——三层ZARA Woman香水区，
ZARA Huaihai – ZARA Woman Perfume, 3F © Seth Powers

▼ZARA淮海路店——三层ZARA Man Atelier，ZARA Huaihai – ZARA Man Atelier, 3F © Seth Powers

▼ZARA淮海路店——三层ZARA Man Atelier细部，
ZARA Huaihai – ZARA Man Atelier detail, 3F © Seth Powers

▼ZARA淮海路店——三层ZARA Man Atelier，
ZARA Huaihai – ZARA Man Atelier, 3F © Seth Powers

▼ZARA淮海路店——四层ZARA Man Loft，
ZARA Huaihai – ZARA Man Loft, 4F © Seth Powers

▼ZARA淮海路店——四层ZARA Man Loft，ZARA Huaihai – ZARA Man Loft, 4F © Seth Powers

▼ZARA淮海路店——四层ZARA Man Loft，ZARA Huaihai – ZARA Man Loft, 4F © Seth Powers

▼ZARA淮海路店——四层ZARA Man Loft，ZARA Huaihai – ZARA Man Loft, 4F © Seth Powers

▼ZARA淮海路店——二层ZARA Woman Gallery，
ZARA Huaihai – ZARA Woman Gallery, 2F © Seth Powers

▼ZARA淮海路店——试衣间，ZARA Huaihai – Fitting Room © Seth Powers

ZARA淮海中路旗舰店呈现了AIM对实体零售未来的更广阔愿景。该项目沿用现有建筑，将一座商业建筑转化为根植于上海城市生活的当代公共室内场所。作为AIM与ZARA长期合作的延续，项目进一步展现了建筑如何创造令人心向往之的场所——不仅因为人们在此购买什么，更因为在此体验了什么。

ZARA Huaihai Road reflects a broader vision for the future of physical retail. By embracing the existing architecture rather than replacing it, the project transforms a commercial building into a contemporary public interior rooted in the life of Shanghai. Continuing the long-standing collaboration between AIM and ZARA, it demonstrates how architecture can create places people want to visit, not only for what they buy, but for what they experience.

▼ZARA淮海路店——广场外观夜景，ZARA Huaihai – Plaza exterior at night ©Seth Powers

▼ZARA淮海路店——首层平面图，ZARA Huaihai – Ground floor plan © AIM Architecture

▼ZARA淮海路店——一层平面图，ZARA Huaihai – 1F plan © AIM Architecture

▼ZARA淮海路店——二层平面图，ZARA Huaihai – 2F plan © AIM Architecture

▼ZARA淮海路店——三层平面图，ZARA Huaihai – 3F plan © AIM Architecture

▼ZARA淮海路店——四层平面图，ZARA Huaihai – 4F plan © AIM Architecture

ZARA淮海中路旗舰店 – 项目信息
业主：飒拉商业（上海）有限公司
项目地点：中国上海
建筑面积：3500平方米
设计时间：2025年4月 – 2026年3月
建成时间：2026年6月
设计范围：外立面设计、室内设计、家具设计、景观设计
设计总监：Wendy Saunders, Vincent de Graaf
工作室总监：Sacha Silva
项目建筑师：Ewa Szajda, 周瑞琪
建筑/室内团队：王奕, 倪飞卫, Fenna Regenboog, Gwenn Huriaux, 郭鹏, 熊佳幸, 夏清雅, Minwoo Ian Yang, Ruben Vanvlasselaer, 李甦恒, 魏铮, David Smedley 
效果图：焦琰
施工图：AIM恺慕建筑设计
施工方：上海秋元华林建设集团有限公司
外立面施工方：康玛尼奥家具（昆山）有限公司（负责玻璃部分）/ 上海秋元华林建设集团有限公司
景观施工方：上海馨朵花艺有限公司
家具供应商：康玛尼奥家具（昆山）有限公司
灯光供应商：法格赫照明（苏州）有限公司 
视听设备供应商：昆山特瑞森音响设备有限公司
主要材料：混凝土、砖、实木、不锈钢、天然石材、超透玻璃
摄影：Seth Powers, ZARA
撰文：AIM恺慕建筑设计

FACT SHEET
Client: ZARA Commercial (Shanghai) Co., Ltd.
Location: Shanghai, China
GFA: 3500sqm
Design Stage: April 2025-March 2026
Completion: June 2026
Design Scope: Façade, Interior design, Furniture design, Landscape design
Design Principals: Wendy Saunders, Vincent de Graaf
Studio Director: Sacha Silva
Project Architect: Ewa Szajda, Ruiqi Zhou
Architectural/Interior Team: Elaine Wang, Feiwei Ni, Fenna Regenboog, Gwenn Huriaux, Jerry Guo, Jiaxing Xiong, Junger Xia, Minwoo Ian Yang, Ruben Vanvlasselaer, Suheng Li, Wei Zheng, David Smedley 
Visualization: Jiao Yan
Detailed Construction Drawing Design: AIM Architecture
General Contractor: Shanghai Choyoin Construction Group Co.,Ltd.
Façade Contractor: Caamaño Asia (KunShan) Furniture and Complements Co., Ltd.(glass)/ Shanghai Qiuyuan Hualin Construction Group Co., Ltd.
Landscape Contractor: Shanghai Xinduo Floral Co., Ltd.
Furniture: Caamaño Asia (KunShan) Furniture and Complements Co., Ltd.
Lighting Supplier: Fagerhult
Audiovisual Supplier: Trison Audio Asia (Kunshan) Co.,Ltd.
Main Materials: concrete, brick, solid wood, stainless steel, natural stone, ultra-clear glass
Photography: Seth Powers, ZARA
Copywriter: AIM Architecture

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