网易严选新零售线下体验店

一些关于我们与严选的故事。初识是在二零一九年的冬天，现在回头看来，似乎预示着，这必将是一场令人温暖的邂逅。同年初春的三月，我们共同走访了哈尔滨，在中央大街的一整个下午，对品牌有了更深入的了解。

Some Stories Happening Between Yeation and XU Studio.We met in the winter of the New Year 2019; looking back now, it seemed to indicate that was sure to be a meeting making people feel warm and comforting.In March, we visited Harbin together and had a deeper understanding of the brand after spending an afternoon on the Central Avenue of the city.

一些严选的精神,让美好生活触手可及。成为为中国消费者提供美好生活品质生活的国民品牌，让商品回归价值，帮助制造业理解新消费需求，释放供应链价值。

Yeation’s Spirit,Keep the good life within reach.To become a national brand that provides Chinese consumers with quality life, returns values to goods, helps the manufacturing industry understand new consumer requirements, and releases the value of the supply chain.

诚信、创新、以用户为中心，让用户花更少的钱、更少的时间，过上更美好的生活，一些关于拾集建筑的声音，用好的设计去改善身边的生活，我们觉得这是双方可以很快走到一起的重要原因。

To be Integrated, innovative, and user-oriented,To make users live a better life while spending less money and less time.Some voices about XU Studio.To improve the life around us by virtue of quality design, which, in our opinion, is an important reason for both parties to come together quickly.

我们通过为品牌服务，为消费者带去更好的体验。也听寻消费者与品牌方的反馈，去更新和创造更特别的体验方式。让商业消费模式人性化、优质化、潮流化。 We bring consumers with better experiences by serving brands. We also listen to feedback from consumers and brands to update and create new and more special experiences. To make the commercial consumption model be humanized, quality and chic.

那些真实发生的严选空间中的景象， 树在光下，人在影中。这是一处被模拟的场景，希望人们能被“树”庇护，去接近，去依靠。

Scenes that actually happened in the space of Yeation.Trees and the man under the shadow of light.The simulated scene expresses that people can approach, rely on and be protected by “trees”.

严选太古汇店HKRI Taikoo Hui Store of Yeation

作为网易严选首家线下Plus定制店，兴业太古汇店从概念到落地都备受关注。它不仅是上海线下首店，在未来也会承担起网易严选IP商品、热门新品的首发任务。特殊的地点、特殊的定位，必将有一番特殊的作为。 As the first offline Plus customized shop of Yeation, the HKRI Taikoo Hui Store has gained much attention from its concept to implementation. More than the first offline store in Shanghai, it will also become the place bringing together Yeation’s IP products and hot new releases in the future. The HKRI Taikoo Hui Store of Yeation is sure to enjoy a promising future thanks to its unique location and special positioning.

摒弃了常规铺开量化的零售陈列，设计师希望在这里客户不光低头看商品，更能抬头看“生活”，看“树影”，看“四季变化”，找到自己想要的生活畅想。在这里，更希望传播的是生活品质。 Abandoning the conventional quantitative retail display, the designer hopes that customers strolling here, when looking up, can throw themselves into “life”, “tree shadows” and “changes of seasons”, and further gain a glimpse of the ideal life of their own. It is the quality life that is spreading here.

具有上海情怀的“银杏树叶”，被打造成“呼吸树”，在其周围是四大板块“食品、居家、个护、出行“的个性化体验区。在一明一暗的光影节奏里，在斑驳的树影转动中，是这个城市的脉搏，也是严选倾听客群真实需求的诚心。 The “leaves of ginkgo trees” with Shanghai feelings have been transformed into a “breathing tree”, and around it are four personalized display areas under themes of “Food, Home Supplies , Personal Care, and Travel” respectively. What hides in the rhythm of light and shadow of trees is the pulse of the city, as well as Yeation’s sincerity to carefully listen to the real demands of customers.

承袭木质白色系的基调，是严选品牌精神的象征，“简约、自由、舒适”，在这里你只需要尽情的在“严选森林”里体验各种商品，而无需去担心其他，因为此家plus定制店，把购物体验做到了极致，去除线上线下交易边界，并利用大数据平台，使用户能亲身享受到“线下消费、线上售后”的便捷服务，创造无隔阂、零差别的零售体验。 The wooden white tone, which is a symbol of the brand spirit (Simple, Free, and Comfortable) is inherited. Here, all you need is to enjoy various goods in the “Forest of Yeation”, without having to worry about any other things. Because the Plus customized store has made the shopping experience to the best, where the boundaries of online and offline transactions are removed, and big data platforms are used to enable users to access convenient services featuring “offline consumption and online after-sales”, thus creating  retail experiences without barriers or difference.

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严选正大店Super Brand Mall Store of Yeation

我们栖身、玩乐、成长于大树下，人们自古便用木头来建造家园，我们对“树”和“木”有着特殊的情感。 Since people have used wood to build houses since ancient times and we live, play, and grow under big trees, we have special emotions towards “trees” and “wood”.

在延续了太古汇首店的精致简约外，网易严选正大广场店更有别样的舒适和亲和力。在整理了基础陈列界面后，设计首先考虑的是利用场地内局部高度差去营造空间。模拟天光的上洗光和树形、树杈的结合，试图把人们带回最贴近自然本能的环境里，对于阳光的渴望，对于树木的依靠，和对于家的热爱。 In addition to the delicacy and simplicity of HKRI Taikoo Hui Store, you will find a different kind of comfort and affinity in the Super Brand Mall Store of Yeation. After organizing the basic display, how to create spaces by making use of the local height differences within the site is of paramount consideration for designers. The combination of simulated sunlight and shapes and branches of tress tries to bring people back to the most natural environment, that is, the desire for sunlight, the dependence on trees, and the love for home.

中央区的“大树”下，各种居家场景的依次展开，无论是床上用品、休憩放松的座椅、沙发，还是餐厨产品，都可以躺下、坐下、试用。更可以背靠大树，在懒人沙发上慢下自己的脚步。 Various home scenes are unfolded under the “big tree” in the central area, and for all displayed items including beddings, chairs, sofas, or kitchen products, you can lie down, sit down, and try them out. You can also take a rest on the bean bag chairs under the big tree.

除了中央“大树”区之外，3个以抽象的“树杈形”为核心的产品陈列区散落在其左右，松紧得当，在店内你不仅可以轻松的慢下来，也可以被玲琅满目的商品包围，满足“买”的冲动，随手试货，快乐满格。 In addition to the central “big tree” area, there are three product display areas in abstract shapes of “twigs” scattered around it. Strolling in the store surrounded by a wide range of beautiful commodities, you can slow down, try out things as you like and enjoy shopping!

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严选杭州店Hangzhou store of Yeation

置身于杭州老城区街边，面对着车水马龙的体育场路，我们用“瓦”和“树”，构筑了一个让大家都能短暂栖身的场所。 Yeation uses “tiles” and “trees” to build a place allowing everyone to come and stay in the crowded Tiyuchang Road in the old urban district of Hangzhou.

点亮门头的第一次，是在一个冬季的傍晚，选择这样一个时间，是为了给在夜晚赶路回家的你，一盏温暖的明灯。而依附于门头的上百片“瓦”，在日光下又自然的形成了大家头顶的“屋檐”，帮你遮风，让你避雨。这些随时间而变的形态，组成了严选与社区“问候”的第一界面。 We chose to open the store and turn on all lights in a winter afternoon to offer those who hurried home at night a warm beacon. The hundreds of “tiles” attached to the door naturally form “eaves” above everyone’s heads in daylight, keeping you away from wind and rain. These forms that change over time form the first interface of Yeation to say “hello” to the communities.

设计师用五颗“大树”支撑起了室内的场景，万物皆在这片树林中。除了一如既往的优质严选商品外，这家店有一个暖心的主题——产品扶贫。作为一个社会事件的展示窗口，辐射的不单是周边的社区，更是对广泛的社会弱势群体的关怀。 The designer uses five “big trees” to support the interior scene, and everything is included in the forest. In addition to the high-quality and carefully selected products as always, there is also a heart-warming theme-products section in the store-Products for Poverty Alleviation As a window displaying social events, it does not only have impact on the surrounding communities, but also shows caring for a wide range of socially disadvantaged groups.

空间内的左侧是重体验的社区概念厨房，这里选购的依据都源于你对产品深度的使用后的感受。同时空间塑造成厨房中岛的形态，也是为了选购时的体验可以更接近大家的日常生活。 On the left side of the space is the community concept kitchen section where experience comes first, and purchasing is based on feelings of consumers after in-depth usage of products. At the same time, the space is shaped into a kitchen island, aiming to get closer to everyone’s daily life and improve the shopping experience.

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一些方式，材料和灯光是空间打造中最重要的基础。暖白温暖的3500K的色温，为以木质为基础的售卖区提供了宜人的室内光环境。 Some methods，Materials and lighting are the most important foundations for space creation.The warm and white color temperature of 3500K provides a pleasant indoor light environment for wood-based sales areas.

铺地上木纹砖、大颗粒水磨石砖和灰色砖的弧形咬合，配合着天花造型，在或室内或室外，或轻松或有趣的不同场景中转换。不管是大人还是孩子，都可以在这里找到自己的热情。 The arc-shaped binding of wood-grain bricks, large-grain terrazzo bricks and gray bricks on the floor, combined with the ceiling shapes, keeps changing in different scenes that are easy or full of fun, including indoors or outdoors. Both adults and children can find their passion here.

设计师试图用“树”为中心的店内空间，把消费、体验、产品组合在一起。产品被用户去消费、去欣赏、去体验。传递着品牌所传达的文化价值与生活方式，汇成了了店内一幕幕动人的场景。 The designer tried to combine consumption, experience and products by using the store space with the “tree” as the center. Products are consumed and appreciated by users, and the such experience conveys the cultural value and lifestyle upheld by the brand, thus creating a variety of moving scenes in the store.

项目信息——

项目地址：上海太古汇，杭州，上海正大广场

设计单位：拾集建筑 XU Studio

主创设计师: 蒋妍，徐意俊，

辅助设计师：毛家俊，何志伟，董加惠

项目时间：2019.10-2019.12

项目面积：200～320㎡

主要材料：冲孔铝板，木饰面，水磨石砖

空间用途：零售

摄影师：黄晓靖

project information——

Locations: Shanghai, China; Hangzhou, China

Design Team: XU Studio

Designer: Jane Jiang, Chilcutt Xu，Jack Mao, Mango He, Judy Dong

Area: 200~320 sqm

Project Year: 2019

Material: perforated aluminum plate, wood veneer, terrazzo tile

Photographs: Xiaojing Huang