BASTO快闪店丨中国厦门丨MOC

2021/09/10 16:37:11

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BASTO 是百丽国际旗下的鞋履品牌，近年来 BASTO 聚焦于打造“轻时尚”鞋类品牌——主张女性自由、无拘束的生活状态，并为其提供不同场景下的舒适产品。2021 年 BASTO 以“轻姿无界”为全年推广主题，并邀请 MOC 为其进行年度快闪店的设计。

BASTO is a footwear brand under the banner of Belle International. In recent years, BASTO has focused on creating footwear in “Light Fashion” – advocating free-living and unrestrained lifestyle for women and providing comfortable products for different scenarios. In 2021, BASTO has launched the campaign of “Live Lightly” and invited MOC to design its annual pop-up store.

▲概览 Overview

01. 加强品牌印象传递：以“舞”表“轻”

Strengthening Brand Impression：“Light” With “Dance”

BASTO 往年也有开设快闪店的经验，虽然具有一定的话题与传播性，但对于品牌“轻时尚”的概念输出不足，导致品牌在市场上辨识度不强。随着时代发展，文化与艺术逐渐形成了重新激发商业活力的有利推手，快闪店作为更具话题性的一种业态形式，通过强化概念的形象能够帮助品牌快速的向消费者输出品牌核心精神，并激发消费者进行主动传播。

BASTO has experience in building pop-up stores in the past years, which generated certain buzz and helped with the brand communication. But its concept of “Light Fashion” has not yet deeply rooted, resulting in a weak brand identity in the market. Evolving with the times, culture and art have gradually become a favorable push to re-energize business, and pop-up stores, as an attention-grasping form of business, can help a brand quickly spread their core spirit to consumers by strengthening the image of the concept, and inspire them to spread positive word-of-moth publicity.

结合“轻姿无界”的年度主题，MOC 选择以芭蕾舞为设计切入点。舞蹈所体现的柔美轻盈、自由无拘束以及身体的协调平衡，与 BASTO 的品牌调性非常贴合。另一方面，品牌的核心产品也以舞鞋作为核心延展，鞋品脚感多像舞鞋般轻柔舒适。

Based on the annual theme of “Live Lightly”, MOC chose ballet as the design touchpoint – the softness and lightness, freedom and balance of the body embodied in dance are very much in line with the brand tone of BASTO. On the other hand, surrounding dance shoes, the brand has developed core products that feels as soft and comfortable as dance shoes.

▲产品展示 Product display

02.轻盈却有力：舞蹈般的建筑形态 Light But Powerful：Dance-like Architectural Form

MOC 将芭蕾舞者的旋转动作的轨迹简化为两个同心圆，通过对内圈的偏移，使其产生动态旋转的效果，以此构成快闪店的空间格局。

MOC simplified the trajectory of a ballet dancer’s spinning into two concentric circles. By shifting the inner circle, a dynamic spinning effect is created, thus the spatial pattern of the pop-up store is formed.

▲俯瞰 Aerial view

▲平面图 floorplan

为了让消费者快速地对品牌产生足够的认知与印象，MOC 选择以克制的建筑感外观获取关注，其建筑肌理则来源于经典的 TUTU 裙–一种用多层硬纱制作的芭蕾舞裙。

In order to quickly make an impression on consumers and increase brand awareness, MOC chose a restrained architectural look to gain attention. The architectural texture is derived from the classic Tutu dress – a ballet dress made of multiple layers of stiff yarn.

▲穿着 TUTU 裙的舞者 Dancer in Tutu dress

结合 BASTO 品牌三角形样式的辅助图形，MOC 设计了一个横剖面为内凹弧面的菱形造型，经过细密的冲孔处理后呈现出纱布般半通透的质感，以此构成如芭蕾舞裙褶皱纹理般的立面肌理。多层孔板结构，使快闪店内对外展示若隐若现，虽为金属材质，却呈现出柔美轻盈的质感。

Combined with the BASTO auxiliary triangle graphic, MOC designed a diamond shape with concave curved cross-section. A gauze-like semi-permeable texture is created with the finely perforated panels, which forms a facade that looks like the pleated tutu. The multi-layer perforated panels make the display inside the pop-up store appear as if hidden. Although it is made of metal, it presents a soft and lightweight quality.

▲结合品牌辅助图形和 tutu 裙构成的立面肌理 Façade combining brand auxiliary graphics and Tutu dress

▲细密的冲孔消解了金属的坚硬感 The fine perforation counteracts the hardness of the metal

▲半通透的立面肌理 Semi-transparent facade

▲多层冲孔板若隐若现，呈现出柔美轻盈的质感 Multiple perforated panels appear as if hidden, presenting a soft and lightweight quality

空间从外到内的立面肌理均以品牌绿色为主色调，整个外观从低往高螺旋上升，品牌调性外放直观，造型动态且平衡，让消费者无论从外部经过或是身处其中都对品牌拥有强烈的认知。

From the outside to the inside, the dominant hue of the framework is the brand’s signature turquoise. It spirals up in a dynamic and balanced style, which highlights the attributes of the brand. No matter consumers pass by or stand within the store, they get carried away by a strong awareness of the brand.

▲绿色纱裙般轻盈的外立面 The greengauze-like airy facade

▲轴侧分析 Axonmetric analysis

室内天花以镜面形式纵向拓展空间，内部的道具也结合舞蹈形态进行设计：中间向上延伸的旋转螺旋装置灵感来自芭蕾舞的旋转动作 Pirouette。

The interior ceiling is mirrored to expand the space vertically, and the interior props are designed in dance form: the rotating spiral installation in the center is inspired by the classic ballet move – Pirouette.

▲空间展示道具形式来源于不同姿态的芭蕾舞者 The display props are inspired by ballet dancers in different postures

▲镜面天花纵向拓展了空间 The mirrored ceiling expands the space vertically

空间内部的造型展柜，层板偏移的位置来源于芭蕾舞动作中舞者身姿的变化，富有韵律感；结合上方陈列的舞鞋款的产品，让顾客直观的产生关联性想象。

The shelves towards different directions as the showcases lend from the ideas of the change and rhythm of the dancer’s posture in the ballet dance. With the dance shoes displayed, it allows customers to instantly relate to the ballet scene.

▲舞者和展架 Dancer and display stand

▲富有韵律感的道具细节 Details of props in rhythm.

▲服务台细节 Details of Service Counter

03. 拼装挑战 The Challenge of Assembling

同所有的快闪店一样，这个占地 13 米乘 13 米的场地面临施工周期短，且只能夜间施工的挑战，另外还有拆卸运输与再次安装布展的需求。MOC 为此设计了便于安装和拆卸的结构，天花与立面造型按模数分段，所有金属造型均在保证安全的情况下通过卡扣方式相互连接。在运到现场安装之前，已在工厂内预安装以测试可行性，并在保护式拆卸之前进行编号以便现场安装，所有组件运输到现场后经过三晚的安装，项目得以完整地呈现在消费者眼前。

Like all the pop-up projects, this 13m x 13m store faced the challenges of a short construction period, and night shift only. Additionally, the project needs to be disassembled for transport and reinstalled for more display. MOC designed a structure with the ceiling and facade in modular sections, for easy installation and disassembly. All metal forms can be connected and clipped to each other in the most secure manner. Prior to shipping to the site for installation, they were pre-installed in the factory to test the feasibility and numbered for on-site installation before protective disassembly. All the components were transported to the site and installed in three nights. The project was eventually and perfectly presented to consumers.