TERRAN 生活体验馆 | 新零售的沉浸式空间设计

       当今社会线上线下融合所形成的新式资源整合零售方式，已经成为这个时代最热的话题之一。 本着以人文本的设计理念，打造沉浸式购物体验空间，TERRAN 包含零售、文创产品、咖啡、书吧等功能， TERRAN 店铺是我们对于当今这个互联网新零售时代线下设计的一次实践。也是对融合多维度进行设计的一次实验。

   The new resource-integrated retail approach formed by the integration of online and offline in today's society has become one of the hottest topics in this era. In the design concept of human text, creating an immersive shopping experience space, TERRAN includes retail, cultural products, coffee, book bar and other functions, TERRAN shop is our practice for the current Internet new retail era offline design. It is also an experiment designed to fuse multiple dimensions.

钢板旋转楼梯

利用钢管区分各功能区块

施工现场过程

        TERRAN 不是一个传统意义上的店铺。她是基于大数据驱动的线上线下联通Online Merge Offline（OMO）的新零售集合店。店铺的设计中，充满了对传统设计的颠覆和对新型OMO模式的顺应。

     TERRANis not a traditional retail. It is a new type of collection store, drove by the big data, merging online with offline (OMO). In the design process, we proposed a series of points to challenge the traditional retail and to comply the new OMO model.

        通过大面积落地柜体链接一层与二层的空间，形成震撼的商品陈列效果，同时白色钢结构旋转而上，构筑轻盈飘逸之感。

      Through the large-area floor cabinet, one layer and two floors are connected to form a shocking product display effect, while the white steel structure rotates upwards to create a light and elegant feeling.

     仓库前置另一个打破传统店铺设计铁律的一个点。也是基于其OMO的新零售特点。传统店铺需要备齐所有商品SKU的几倍的仓储量，对所有型号，所有尺寸都要有准备。相应的对仓储空间的面积有一定的要求。不同以往，新零售下的TERRAN可以把仓储空间做在“云端”。店铺从传统意义上的售卖空间，转型成了展示体验空间。

   The warehouse is another point to break the iron rule of traditional shop design. It is also based on the new retail features of its OMO. Traditional stores need to have several times the storage capacity of all product SKUs, and all models must be prepared for all sizes. There is a certain requirement for the area of the storage space. Different from the past, TERRAN under the new retail can make the storage space in the "cloud". The store has transformed from a traditional sales space to a display experience space.

     二层设置书吧阅读区，同时也是小型会场及活动空间，剧场围合式座位布置打破传统会场距离感。

      The second floor is set up for the reading area of the book. It is also a small venue and event space. The theater-enclosed seating arrangement breaks the sense of distance from the traditional venue.

一层三维演示

二层三维演示

一层平面图

二层平面图

空间概念分析

交通流线分析图

项目名称 /

TERRAN生活体验馆

项目地址 / 西安市环普国际科技园

竣工时间 / 2019年1月

建筑面积 / 1300㎡

设计方 / 水丁集设计事务所

主创 /

张晓军

设计团队 /   叶紫东  倪旭辉   罗婉云  吴健波

摄影师 / WATER

业主 / 西安泰然城 TERRAN