UR 伦敦旗舰店——东西方文化碰撞的时尚空间

2017年Zara关闭中国区最大旗舰店，H&M利润持续下降，Topshop则宣布暂别国内市场开启持续两年的国际快时尚士气低迷。同期，UR中国作为快时尚品牌龙头则大规模突击海外，成为进驻伦敦西区Westfield Mall的首个中国服装品牌。UR中国开设的旗下首家欧洲旗舰不仅是全球最大UR旗舰店，同时成为成为中国品牌在海外单店面积最大的商业里程碑。

In 2017, Zara closed its biggest flagship store in China, H&M had continuous decreased profit, Topshop announced that it would temporarily leave the domestic market, in the past two years, international fast fashion retailers are growing at a slower pace. In the meanwhile, UR China, the leading fast fashion brand are expanding worldwide, it is the first Chinese fashion brand in Westfield Mall, west London. This store is not only the first flagship store in Europe, but the largest UR flagship store in a globe scale, that is with no doubt the great commercial milestone for Chinese brandsin overseas.

续UR中国成都/上海的战略店形象成功建立与推广，DOMANI东仓建设及其主创余霖/AnnYu小姐获邀继续担纲UR伦敦旗舰店创作。如何

协助中国企业由亚洲市场走向全球席位

，强调本土砥柱型时尚品牌自信从容的海外商业战略姿态，传递先锋并有远见的品牌信息，成为该案的首要争议。

After the market success of UR Chengdu & UR Shanghai flagship, the co-founder of DOMANI Architectural Concepts, Miss AnnYu has designed UR London flagship store. How to present a Chinese enterprise atinternational market, emphasizing the confidence and firm gesture of domestic enterprise, and delivering pioneer and visionary brand culture, became the primary requirement of this case. 

延展已成功建立的UR品牌‘纯艺及城市化’空间语境，设计师的创作逻辑由三部分构成：

1/文化及审美的全球主义与地域符号的内化，情绪化，及当代性；

2/商业形象策略的排他性与攻击性；3/空间建造材料与结构的全球通用性。

To continue the “Fine art and urbanization “spaceconcept, the designer’s creative logic consists in 3 parts: 1) Culture and aesthetic globalism and regional symbolizations, emotion and contemporary; 2) exclusiveness and competitiveness of business strategy; 3) global versatility of space-building materials and structures.

方案空间一反常态商业开放与通透定式思维，以由大体块墙体

‘建墙’

作为店面形象主体并以此隐喻西方当政治保守主义思。喇叭型装置

‘THE SOUND’

则成为打破厚重墙体隐喻的戏虐与玩笑。象征来自全球不同文化片段的

‘THE SOUND’

在创作初期设定为声波感应装置，它将播放细微声音素材的来自全球不同文化片段的采集，并通过顾客与装置的感应距离进行微观声控，令顾客身姿与装置产生行为关联。而纱布包裹的装置则影射单一的政治逻辑导致的文化多元性丧失。

The store space is open and transparent, with a large wall as the main image of the store and as a metaphor of Western political conservation. The horn-shaped device ‘THE SOUND’ is an interesting element to break the metaphor of thick walls. The initial idea is to play different cultural fragments of sounds from around the world, it would have a built-in sonic sensor and play the collection of different cultural fragments from the worldwide, the micro-voice control automatically sensing distance between customers and devices, so that customers movement and devices can have behavior correlation. The gauze-wrapped device insinuates the loss of cultural diversity caused by a single political stand.

大面积墙地一体化的色彩控制是该场所的文化指向性策略与商业攻击性体现。由中国民间茶文化器皿

‘紫砂’

的色彩提炼的空间主色材料近乎是该案例中唯一隐晦的东方符号性表达。墙体构造筑型的当代性叠加色彩元素地域性对周围商业环境产生独特影响。在传统以黑白木色为主流色彩构成的商业环境中，来自东方的‘紫砂’色成为路人无法忽略的风采同时大幅度提高客流进店率。

The color consistency of large walls and floor are embodiment of the cultural orientation strategy and commercial competitiveness of the place. The dominant color of space material is refined by the color of Chinese tea-pot ceramic, `Purple Sand' is the only oriental symbolic expression in this space. The contemporary wall structures and the color elements created a unique influence on the surrounding business environment. In the traditional business environment with black and white wood as the mainstream color, the "purple sand" color from the east has become a style that customers cannot ignore and also highly increased the entering rate

货架与道具设计基于物料的全球通用性及不同地域的建造成本考量，

以通用型材40X30mmU型钢搭配60X80mmU型钢通过驳接点结构设计成为易于组合的货架道具。

型材性能足够承受大于500kg/米的货物挂装重量。

The display system design is based on the global versatility of materials andconstruction costs in different regions. The universal 40X30mm U steel and 60X80mm U steel are designed to be easily assembled by the docking point structure. The display shelves can hold 500 kg/m of product. 

定制道具更衣镜的异形构造与通透感在厚重的‘紫砂’色环境中成为自由动线中的标的点。

The irregular custom-made dressing mirror become the focus point of circulationline in the purple sand color environment.

非矩阵式的货架排布形成灵活的自由动线，

贯穿UR去中心化的商业动线策略形成室内层次丰富的产品展陈关系。

The display rack arrangement forms a flexible circulation line. The business strategy of UR is that space decentralization and apply comprehensive product display of interior.

店面空间由800平方米一层通过电动扶梯将顾客轻松引流至1500平方米二层的商业空间。并通过转换梯错落关系与电扶梯侧向造型强化该动线在整个商业环境中的重要性。同时，一层的收银点也置于梯下。并通过泛光灯箱对顾客建立空间标的点。

The store is two-storied, first floor is 800 sqm and secondfloor is 1500 sqm, the mixed use of escalator and stairs are essentials part of circulation line. Cashier desk is placed on the first under the stairs, with a floodlight background wall for customer guidance.

挑高中空结合垂直动线令二层商业面积有效激活。由二层空间平台面进行中空俯视。该区间的激烈尺度大大增强不同商业区块的空间趣味性，以此均衡全场人流均衡度。

The void space exposes the second floor and enable toactivates it, the top view from second floor adds more contrast to the space. The scale of different area enhances the spatial interest, also to balance the flow of people.

二层大面积商业区间与扶梯动线关系。

The relationship between the two-story commercial sectionand the escalator.

货架结构的细部构件构造设计与组合应用关系。

Detailed component construction design and composite applicationof shelf structure.

二层大面积商业空间的通透性令顾客在任意点位通过不同装置坐标点快速建立动线逻辑，同时有效识别完整的产品范围信息。

The open space of second space allows customers toquickly establish dynamic logic of circulation line at different points through different coordinate of device, while effectively identifying comprehensive product information.

位于空间深处设立的灯箱墙面，以均衡的泛光线吸引人流进入商业冷区，基于人的向光性。它

在商业空间关系中通过强化空间纵深边界来加强不同商业区间影响，并对重要交通动线形成引流节点。

The illuminated wall located deep in the space attracts people into the commercial cold zone by the balanced floodlight, which is based on the phototropism of human beings. it strengthens the influence of different commercial areas by strengthening the spatial boundary, and forms focus point of circulation lines.

差异化色彩构成的店面在传统商业色彩群落中产生独特魅力，并因此带动人流的有效导入。

The storefront with differentiated colors creates a uniquenessin the traditional commercial color community, thus drives the effective attraction of customer.

本案是一次跨文化语境的设计探索，设计师试图通过设计手法的底层元素来建构一个极其抽象的形而上的当代东方，乃至描绘拥有一流的全球视野与格局的中国品牌。“稀声”不仅将信息复杂的东方意向与文化观念隐喻控制在无形之境，这种控制亦释放出足够的当代商业攻击力。同时，国际化的空间语言和形式亦令不同地域与层面的消费者对中国品牌的现代性有了突破性的解读。

This case is a cross-cultural design exploration. The designer tries to construct an extremely abstract metaphysical contemporary oriental through the fundamental elements of design techniques, depicting Chinese brands with global vision andpattern. "Sound of silence" not only improves the complex orientalintentions and cultural concept metaphors without obviousness, but also proves the competence of brand. Meanwhile, the internationalized spatial language and form have also provided a breakthrough interpretation of contemporary Chinese brands for consumers of different regions and levels.

技术图纸：

Technique Drawing:

Name | 项目名称：

UR London FlagshipStore|

UR

伦敦旗舰店

Location | 项目地点：

Westfield，West London|英国伦敦

Area|项目面积

：

2500㎡

Client | 项目业主

：

UR China|

UR中国

Date | 完成时间：

11.2018|

2018

年11月

Interior Design | 主案设计：

余霖（Ann Yu）| DOMANI东仓建设

Installation|

艺术装置：

余霖（Ann Yu

）

| A&V桉和韦森

Cooperative Design | 协作设计:

王润维

(Rex)

等| DOMANI东仓建设

Photographer | 摄影

余霖（Ann Yu）| DOMANI东仓建设

Main Material | 主要材料

硅藻泥涂料Diatom texture coating：Clayworks

货架系统Display Shelve system：Suntop（Xiamen）Displaysystem Inc.

定制镜Custom made mirrors：POBO（GUANGDONG) ARCHITECTURAL DECORATIVEMATERIAL CO.,LTD

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