沃尔福德巴黎店

著名的内衣及袜业品牌Wolford委托Studio Modijefsky为其全球门店打造一种全新的奢侈零售理念。这家专门销售紧身衣、连体衣和内衣的奢侈内衣公司继在阿姆斯特丹开设新旗舰店后，选择在巴黎开设接下来的两家新门店。在著名的Le Marais区域，Studio Modijefsky再次成功将Wolford精湛的做工与对身体及皮肤极致关注结合在一起，打造出一种独特奢华的店内体验。

The legendary hosiery brand Wolford recently approached Studio Modijefsky to produce a brand-new luxurious retail concept for their shops worldwide. After opening their recent flagship store in Amsterdam, this luxury bodywear company, specialising in tights, bodysuits and underwear, chose Paris for the location of its two latest shops. In the renowned Le Marais, Studio Modijefsky once again brings together Wolford’s exquisite craftsmanship and outstanding attention to body and skin to produce a unique and luxurious interior design experience.

▼Wolford位于Rue Vieille du Temple36号的店铺外观，exterior of Wolford on Rue Vieille du Temple no. 36

▼Wolford位于Rue Vieille du Temple76号的店铺外观，exterior of Wolford on Rue Vieille du Temple no. 76

第一家门店位于Rue Vieille du Temple36号，店铺独特明亮的窗户展示着内部包裹着定制杆件的水磨石楼梯，能够立刻将顾客吸引到店铺内。小尺度低层高的商店为Wolford世界知名的产品塑造了一种不同寻常而又舒适的展示背景。

First of the Paris stores, located on Rue Vieille du Temple no. 36, immediately draws you inside with its unusual, glossy window display of bespoke rails wrapped around a terrazzo staircase. The small-scale, low-ceiling interior of this shop creates an unusual, cosy backdrop for Wolford’s world-famous hosiery.

▼36号店铺-包裹着定制杆件的水磨石楼梯将顾客吸引到店内，no. 36-the store immediately draws you inside with its unusual, glossy window display of bespoke rails wrapped around a terrazzo staircase

除了店铺的规模之外，两家门店都独具趣味和亲密感；充满了出人意料的纹理和暗藏其独特地理位置的信息。柔和的白色调巧妙地从纯白色金属过渡为奶油色石灰华和带有纹理的木材色调，再进一步变化为更女性化的紫色和橙色。

Despite their boutique sizes, both stores are playful and intimate; full of unexpected textures and hidden messages celebrating their unique Parisian locations. A subtle palette of muted white hues graduates from pure white metal, through creamy travertine and textured wood to fleshy, more feminine shades of purple and orange.

▼36号店铺-两家门店内部空间充满趣味和亲密感，no. 36-both stores are playful and intimate

▼36号店铺收银台-内部柔和的白色调点缀着更女性化的色彩，no. 36 cash counter-a subtle palette of muted white hues with more feminine shades

第二家店铺位于Rue Vieille du Temple76号，与第一家门店仅有几步之遥。第二家门店占地面积与36号门店相似，但层高却近乎达到它的两倍，室内设计将对新设计概念多样性的尝试发挥到了极致。

The second store is situated only few doors down, on Rue Vieille du Temple no. 76. With footprint as small as no. 36, but almost twice as high ceiling, the interior tests the versatility of the new concept to its limits.

▼76号店铺内部概览-占地面积与36号门店相似，但层高却近乎达到它的两倍，no. 76 interior-with footprint as small as no. 36, but almost twice as high ceiling

新店铺室内最具识别性的也许就是定制的灯具了。在76号的店铺中，L形金属外壳的 LED线灯下弯成拱形，其曲线柔化了原本工业风格的内部环境。在这两家商店中，手工吹制的玻璃线轴装饰复刻了原来工厂中线轴的设计及形状，寓意Wolford的技术、创新和工艺。灯光连接在垂直和水平杆件上，散发着温暖诱人的光芒，吸引顾客进一步进行探索。

Perhaps the most recognisable elements of the new stores are the bespoke lights. In no. 76 continuous LED lines with L-shaped metal covers drop down into low arches, their curves softening the otherwise industrial interior. In both stores, hand-made blown glass spools replicate the design and shape of the original factory thread spools and act as a reference to the skill, innovation and craft that is all part of Wolford’s heritage. The lights attach to vertical and horizontal rails, emitting a warm inviting glow that draws the visitor to explore further.

▼ L形金属外壳的LED线灯下弯成拱形及玻璃线轴灯，continuous LED lines with L-shaped metal covers drop down into low arches and glass spools lights

Wolford 新店铺的空间概念受到品牌最自然的展示地点——舞台的影响，在舞台上，来自世界各地的明星与模特身穿Wolford产品向人们展示。充满吸引力的试衣间与一体化垂直灯具营造了一种奢华的氛围，衬托和突显顾客的形体。一个高大的金属结构环绕着试衣间，与柔软的现代布帘交织在一起，再次将工业厚重感与柔软触觉结合起来。如同女性腿部的低矮圆厚坐凳隐藏在试衣间中。通常衣物样品都是隐藏起来的，只有顾客需要时才会提供给他们，但现在这些衣物都自豪的展示在图腾一样的结构中，鼓励顾客去寻找适合她们自己身体的产品，尝试和感受面料在皮肤上的触感。这一展示部件也应用在收银台处，这个小而精致的石灰华装饰元素装有包装纸，将付款时刻转变为连接顾客与品牌的一种仪式感。

▼充满吸引力的试衣间内一体化垂直灯具、高大的金属结构与圆厚坐凳，fitting rooms with integrated vertical lights, tall metal structure and pouf

Spatial concept of Wolford’s new stores was influenced by the brand’s most natural habitat: stage, where their products are worn by celebrities and performers worldwide. Eye catching fitting rooms with integrated vertical lights create a luxurious atmosphere designed to celebrate and empower customers. A tall metal structure surrounding each cabin is interlaced with soft contemporary fabric, once again combining industrial edge with tactility. Poufs resembling cropped feminine thighs hide in fitting rooms. Samples of fabric, typically hidden and only presented to clients on request, are this time proudly displayed in a totemic structure. Customers are encouraged to find their own shade of nude, experiment and feel the fabric against their skin. The shape of the fixture is then repeated in the design of the cash desk. This minimal, high-end travertine element has a special inlay for wrapping paper, turning the transactional moment of payment into a special ritual connecting customers with the brand.

▼小而精致的石灰华装饰元素装有包装纸，将付款时刻转变为连接顾客与品牌的一种仪式感，this minimal, high-end travertine element has a special inlay for wrapping paper, turning the transactional moment of payment into a special ritual connecting customers with the brand

▼结构装置细部，structure detail

在Wolford工业遗产和手工艺的启发下，两家店铺的装饰既优雅又粗犷。色彩与材料重现了品牌奥地利工厂中梦幻般的感觉，在那里，重型机器上总是覆盖着柔软的细网，防止勾破生产的紧身衣物。杆件和线轴状的灯具与编织机非常相似，无处不在的涂层钢装饰直接从工厂地板上提取而来。墙面都未经处理或覆盖着出人意料的建筑材料如声学木材或具有线性纹理的灰泥，与展出的精致衣物形成鲜明的对比。

Inspired by Wolford’s industrial heritage and craftsmanship, interiors of both stores are elegant and rough at the same time. Colour and material palettes replicate the dreamy feel of the brand’s Austrian factory, where heavy machinery is always covered with soft fine netting to prevent the snagging of tights. Rails and spool-like lights bear a strong resemblance to the knitting machines, with ubiquitous powder coated steel finishes taken straight from the factory floor. The walls are raw or covered with unexpected building materials, such as acoustic wood or combed plaster with linear texture, which contrasts sharply with the refined and delicate garments on display.

▼墙面未经处理或覆盖着出人意料的建筑材料，与展出的精致衣物形成鲜明的对比，the walls are raw or covered with unexpected building materials which contrasts sharply with the refined and delicate garments on display

▼线性纹理的灰泥墙面，plaster with linear texture

在36号店铺中，附近建筑上一句街头艺术涂鸦“Si la nuit est noire c’est pour y briller”被设计师复刻在内部一面灰泥墙上。在76号店铺中，透明窗帘上绣着一幅别致的手绘女性腿部插图。由于紧身衣和内衣都是最贴近皮肤的，设计中加入了更深层次的“人体触感”。传统的腿部展示模型设计为从地面直到屋顶的腿部模型展示盒，这一元素与其说是典型的展示品，不如说是一种自豪的展示着Wolford紧身衣物的艺术装置。灯箱、图片与网格板柔化了内部景象，在真实的模型上展示着多样的产品，而非仅仅是人工生产衣物。这两家店铺都充满了与人之间有趣的互动，让顾客从不同层面上感受品牌。在巴黎充满历史感的Le Marais区域中，Studio Modijefsky创造了两个充满了柔和气息的单色调空间，突显衬托着Wolford产品。店铺现代、独特的理念将不断体现在未来开设的店面中。

In no. 36 a street art phrase scribbled on a nearby building: ‘Si la nuit est noire c’est pour y briller’ is repeated inside the shop, carved into a plastered wall. In no. 76 a chic, hand drawn fashion illustration of a woman’s leg is embroidered on a sheer curtain placed in the window.Since both tights and lingerie are closest to one’s skin, a deeper layer of ‘human touch’ was added to the design. Traditional presentation of legs has been replaced by floor-to-ceiling leg boxes – a feature which is more of an art installation than a typical product display, proudly showcasing Wolford’s tights. Lightboxes, editorial pictures and screens with mesh panels softening the images, present a multitude of products on real models, rather than artificial skin shades and textures. Both stores are full of playful references to the human interaction, allowing customers to experience the brand on many levels. In the historic surroundings of Paris’ Le Marais, Studio Modijefsky has created two soothing, monochromatic interiors, allowing Wolford’s outstanding products to take centre stage. Their modern, distinct concept will be instantly recognisable in many stores to come.

▼36号店铺墙面复刻的街头艺术涂鸦，in no. 36 a street art phrase scribbled on a nearby building is repeated inside the shop, carved into a plastered wall

▼36号店铺平面，no. 36 plan

▼76号店铺平面，no. 76 plan

Project: Wolford Store Paris I

Location: 36 Rue Vieille du Temple, Paris

Program: retail design

Assignment: interior design

Status: realised March 2019

Size: 36.2m²

Client: Wolford

Design: Studio Modijefsky; Esther Stam, Martyna Nicolson, Moene van Werven, Sophie van Heijningen, Ana Barbu

Photography: Maarten Willemstein