香港派丽蒙眼镜店设计丨中国丨Ippolito Fleitz Group

2021/09/30 18:00:00

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派丽蒙是一家来自香港的镜架眼镜和隐形眼镜制造商，以“轻时尚”的姿态打动“都市新贵”。在中国，都市新贵是一群年轻、面向世界的新生上升群体。他们追求文化个性，具备健康的自信。这一年轻群体追求用品牌来体现个人风格和个性。换言之：新潮、时尚，但不做作；简约、素净而不平淡。以上述特征为要求，我们用视觉元素传达出派丽蒙品牌并为其设计出一套模块化的门店概念。

回归本质，开辟空间

Me, myself and eye

英文字母A代表开端。我们将其旋转90度则变成一只侧面的眼睛。以此为元素衍生出的派丽蒙品牌标志简约而明朗。90度——不是回望，而是调整方向，吐故纳新。这个标志看上去让人联想到一个指引方向的箭头——指向未来，指向新的生活感受。在本次设计中，IFG所面对的一个特殊挑战是标志的可缩放性——无论是纤细的镜腿，还是宽大的展台和橱窗，都要具备适用性。于是，一个结合字母和图形的品牌标志应运而生。这一设计既体现出视觉配镜的产品核心，又利用文字的简练和直接将品牌名称推至前台。因此，用在眼镜盒、配饰、提包、明信片、眼镜布等各种物品上，无论是作为完整的一串，还是将其中的图形单独提出，都具备极为优异的灵活性。

A is where we begin. Then we flip it through 90 degrees. Thus a simple letter is transformed into an eye, viewed from the side. Our brand icon for Parim is straightforward and crystal clear. Ninety degrees is no about-face, it signals more a shift in direction – away from old traditions, towards something new. The icon also resembles an arrow, a signpost directing us towards the future and a whole new attitude to life. Scalability was a particular challenge in this design. The branding had to be just as recognisable and expressive on the slim arm of a spectacles frame, as it is in large format above a sales display or as a shop window element. The result is an integrated word and image brand that incorporates the brand’s visionary character into the brand name through sophisticated typography. In this way, the logo – either the full name or abbreviated to an icon – can be used on spectacle cases and accessories, bags, business cards, microfibre cloths and so much more.

目之所及

As far as the eye can see

门店内高低不等的岛屿式展台与墙上的发光展架形成对比，顾客步入店中会好似置身于起伏的丘陵。木材表面质地通过柔和的渐变过渡到浅淡的白色调，加强了空间的纵向效果。每个展架都有完美的照明，既淋漓尽致地展现出每一款镜架的独到之处，又充分体现出品牌产品的丰富与多样。在派丽蒙，顾客的选择不是非此即彼，而是一个向年轻世代敞开大门的品牌世界。

派丽蒙门店的展台展架由IFG为其专门设计，模块化，可拓展。各个模块之间有丰富的组合空间，色彩和材料既多样，又协调，令不同地点的门店在统一面貌的同时又各具特色，符合各地不同的环境条件要求。在门店的环境设计中，IFG不仅考虑到产品的售卖，而且将品牌融入空间，让每一位进店的顾客都切身体验到派丽蒙品牌带来的生活感受，让一副新的眼镜开始讲述一段新的故事。

The freestanding product displays of differing heights contrast with the illuminated presentation elements on the wall, bringing a scenic quality to the space through their offset heights. Wooden surfaces blend into the white colour accent of the store in gentle gradients, further underscoring the vertical effect. Perfectly illuminated product supports stage the frames and allow the nuanced diversity of the product palette to shine. Not either/or, but a whole spectrum is Parim’s brand message to the younger generation.

The display cases, which were specially designed for Parim, are modular and scalable. They can be combined in a variety of ways, while other colour and material combinations are also possible. This makes it easy to implement shops in different locations with a consistent spatial identity, which, thanks to the variability of the interior, remains considerate of the respective local context. We take the Parim concept a step further, understanding the store as a sales and a brand space in one, which means: a space in which to experience the search for individuality as a life attitude and where new stories begin.