FUTURE 服装店丨中国重庆丨JSD 花椒创意

2022/03/31 21:00:00

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FUTURE

项目地位于“小重庆”万州“长江之星”，是一个集购物、生活、美食和娱乐为一体的成熟商业集合体。在这样一个商业聚集并具有极大竞争力的位置，商业完全给予很大的赋能，那么如何突出个体的差异化，在没有品牌背书的情况下，如何用品牌形象契合目标客户、发掘潜在用户，带动品牌升级，是我们思考的重要环节。

Located in the "little Chongqing" and "Wanzhou" Yangtze River Star, the project is a mature commercial collection integrating shopping, life, food and entertainment. In such a business gathering and highly competitive position, business is fully empowered. Therefore, how to highlight individual differences and how to fit the target customers with the brand image, explore potential users and drive the brand upgrading without brand endorsement is an important part of our thinking.

「FUTURE」并没有狭义地把品牌的客户定义在哪个年龄，因为不被定义的“她”都有自己的梦想，愿意为悦己而买单。这部分人正是新消费的趋势以及主力客群。于是以引为关键词，与未来在一起，体现了我们这家店的空间逻辑关系。

"Future" does not narrowly define the age of the brand’s customers, because the undefined "she" has her own dream and is willing to pay for pleasing herself. These people are the trend of new consumption and the main customer group. Therefore, taking quotation as the keyword, together with the future, reflects the spatial logical relationship of our store.

主理人以 FUTURE 作为品牌的名字，这是未来的英文翻译，也是主理人对经营店铺未来的构想。从“未来”提取我们的位置、可能性，同时也代表着一种时尚、潮流，也代表着一种新风标。接到这个任务的初期，我们首先放下了商业的形态，而去更加深入地讨论“FUTURE 要什么？”

然后我们以顾客视觉进行了动线分析+功能分析，将 Life+Cloth+Bakery 进行完整融合，形成让人舒服的动线，由内部对外开放，再将外部给予的反馈和热情，转换为更多灵感的友善循环，大举提升了一个空间存在的本质和意义，相信这里将如同「FUTURE」的命名一般，持续孕育着无限的新颖思维与生活的可能，赋予更多故事章节的城市更新。

Then we conduct dynamic analysis + functional analysis based on customer vision, integrate life + cloth + bakery to form a comfortable dynamic line, open from the inside to the outside, and then convert the feedback and enthusiasm given by the outside into a friendly cycle of more inspiration, which greatly improves the essence and significance of a space existence. I believe that it will continue to breed infinite possibilities of novel thinking and life like the name of "future", Urban renewal with more story chapters.

我们通过对商业设计多年的判断和理性的分析，以及累积下来的经验，非常准确地发现，品牌在成功运营的过程中，有大比例的成绩是来自产品的组配选品和陈列，以及一些细节经得起放大。比如入口的细节关系，还有室内大块的艺术漆、墙地同色同材质的关系，从视觉化的角度强化空间延展感，并在满足视觉效果的前提下，保证产品未来陈列的实际需求。

Through years of judgment and rational analysis of commercial design, as well as accumulated experience, we have found very accurately that a large proportion of the achievements of the brand in the process of successful operation come from the combination, selection and display of products, and some details can withstand amplification. For example, the details of the entrance, as well as the relationship between large pieces of indoor art paint and the same color and material of walls and floors, strengthen the sense of space extension from the perspective of visualization, and ensure the actual demand of product display in the future on the premise of meeting the visual effect.

首先，从建筑开始分析：原始结构方正，正门面朝东南方向，处于商城临街一楼，有一个出入口，光照时间不会对室内造成很大的影响，而我们需要思考如何形成一个具有吸引力的入口。于是首先我们对室内的光照时间进行了全天候的分析：冬季阳光可进入到橱窗区域，采光充足。但内侧展陈区光照效果不佳，所以后期考虑在灯光布置上做处理，补充空间照度。

First of all, the analysis starts from the building: the original structure is square, the main entrance faces the southeast, and is on the first floor of the mall facing the street. There is an entrance and exit. The lighting time will not have a great impact on the interior, and we need to think about how to form an attractive entrance. So first, we analyzed the indoor lighting time all-weather: the sunshine can enter the window area in winter, and the daylighting is sufficient. However, the lighting effect of the inner exhibition area is poor, so it is considered to deal with the lighting layout in the later stage to supplement the spatial illumination.

然后是吸引，通过三层空间递进式的关系，制造神秘感，制造惊喜，当进入主体核心区域后，豁然开朗，直击人心，强化业态属性，让消费者产生很强的记忆感。同时也做到空间的增强化提升，也增加动态人流量的停、留、驻。

Then there is attraction. Through the progressive relationship of three-tier space, it creates a sense of mystery and surprise. When entering the core area of the main body, it suddenly opens up, hits the hearts of the people, strengthens the attribute of business form, and makes consumers have a strong sense of memory. At the same time, enhance the space and increase the problem of stopping, staying and staying of dynamic human flow.

于是，我们让门厅的镜面可以产生无线延申空间与街景的对话，大块的镜面不锈钢镜像着未来。再以干净的色彩关系，在设计的前驱远见和功能上融合的先锋意识还原品牌的精神，追求经得住时间考验的好设计。要做到这一点首先要让来访者自由地去感受。从理性的结构美、简雅的线条感，极简的空灵和厚重的现实得以结合。潜藏于细节的内敛美学，隐喻一种追随于心的宁静，一场话未出口的心照不宣成了空间的诗。

Therefore, we let the mirror of the lobby produce the dialogue between wireless extension space and street view, and the large mirror stainless steel mirrors the future. Then, with the clean color relationship, the pioneer consciousness integrated in the foresight and function of the design, restore the spirit of the brand, and pursue a good design that can stand the test of time. To do this, first of all: let visitors feel freely. From the rational structural beauty, simple and elegant sense of lines, the minimalist ethereal and thick reality can be combined. The introverted aesthetics hidden in details metaphors a kind of tranquility that follows the heart. A tacit understanding without words has become a poem of space.

Just like the morning and dusk of the city day and night, the indoor light and atmosphere are all under control, and there is huge energy hidden in the seemingly silent turna ups and downs. From object to sensibility, from writing to participation, calculating different space participants is also a kind of romanticism, which makes the originally quiet and silent space change rapidly, update organically, and leave different stories.

当下我们今天再来讨论新商业空间的时候，商业空间已经是多面融合，行业内卷了。那么空间设计在为商业赋能的时候，设计力也应该随之升级。

Now when we discuss the new commercial space today, the commercial space has been multi-faceted integration and internal volume of the industry. So when space design empowers business, the design force should also be upgraded.

城市更新是动态的，也一定要建立在记忆更新的基础上。现场感，是一种实体店独有的气质，杜绝空洞的傲慢偏执，真正的空间与城市的更新，应该是自然和随性的。完成一个好的城市更新项目，靠的不是即兴发挥，也不是求怪猎奇，更不是盲目照搬，而是需要扎实的理论素养，独到的生活见解，脱俗的美学修为，因地制宜，有计划、有组织、有目的地与多部门、多学科、多行业相互协同联动，理性思维和艺术想象。

Urban renewal is dynamic and must be based on memory renewal. The sense of scene is a unique temperament of physical stores. It eliminates empty arrogance and paranoia. The real space and the renewal of the city should be natural and casual. To complete a good urban renewal project, we need not improvise, nor seek strange things, nor blindly copy. Instead, we need solid theoretical literacy, unique life opinions, refined aesthetic cultivation, adjust measures to local conditions, coordinate and interact with multi departments, multi disciplines and multi industries in a planned, organized and purposeful way, rational thinking and artistic imagination.

我们希望传递温柔而蕴含力量，热情而共振美好的意愿。生活不止有工作的忙碌，还有周末的自在，换身休闲的装备，休息一下吧！穿自己喜欢的衣服和不累的人相处......

We hope to convey gentle and powerful, warm and resonant good will. Life is not only busy with work, but also comfortable on weekends. Change your leisure equipment and have a rest! Wear your favorite clothes and get along with people who are not tired.