花西子「隐园」 | 东方美学与新零售的完美融合

“东方美学”一词随着新消费品牌和消费人群的更迭不断被赋新。品牌希望向用户呈现更完整的品牌形象，对东方文化的演绎从产品包装视觉组合，逐渐走向更深层多元的价值融合，而线下门店为这种融合提供了模式创新的可能性。

The concept of “Chinese aesthetics” has been constantly updated as new consumption brands and consumers emerge. To give a more comprehensive brand image to users, brands’ interpretation of Chinese culture has progressed from product packaging design to traditional culture revival and Chinese romance experience. In such a context, offline retail offers an opportunity to implement an innovative way for these developments.

▼项目一瞥，Preview

花西子「隐园」全球首家线下旗舰店位于杭州西湖畔，立品利用其擅长的「体验场景」设计手法进行体验规划，负责空间、互动装置及整体陈列道具的设计，与花西子多个部门形成共创团队，围绕品牌基因里的东方文化属性，在空间中实现了新零售与东方美学结合的创新表达。

Florasis’s first global flagship store, Hidden Garden, is situated near West Lake in Hangzhou. Leaping Creative conceived an immersive experiential scenario by utilizing their signature design approach, and imagined the interactive installations and display props in addition to the space. Working closely with several departments within Florasis and drawing on the brand’s DNA rooted in Chinese culture, the design team innovatively blended Chinese aesthetics into a new retail space.

▼项目外观，Exterior view

▼临街视角，View from the street

品牌符号的转译

Translation of Brand Symbols

立品希望在极简和极繁之间找到一种平衡，打造既能传达东方典雅韵味，又能符合年轻消费人群审美的新零售空间，同时融入「体验场景」，帮助花西子塑造具有差异化的线下门店形象。

Leaping Creative intended to strike a balance between minimalism and sophistication to create a new retail space that conveys Chinese aesthetics while still appealing to young consumers. Meanwhile, the design team incorporated an immersive scenario into the interior, to create a distinctive offline store for Florasis.

▼轴测图，Axon

花西子的黛色取自传统画眉矿石颜料，品牌LOGO则提取自中国园林轩窗，品牌视觉符号“并蒂莲”寓意古今双生，这些元素被筛选和转译后应用于空间的里外，与品牌视觉一脉相承。

Florasis takes its color palette from a dark cyan natural pigment used to paint eyebrows in ancient China. The logo draws inspiration from traditional Chinese garden windows, while the brand symbol incorporates the image of two lotus flowers growing on one stem, signifying the coexistence of old and new. These visual elements are translated into the exterior and interior design of the flagship store to ensure consistency with the brand’s visual identity.

▼入口立面，Entrance facade

门店形象墙设计提取品牌四种花型轩窗，通过精细手法对图案进行组合，利用穿孔板的材料特点，为室内引入自然光线，在均质墙面上巧妙地形成若隐若现的水墨画效果，中国山水的人文精神被藏匿其中，与西湖美景遥相呼应。

The store’s facade takes design cues from four different patterns of ancient Chinese garden windows, which are thoughtfully combined with each other. Perforated panels are used to bring natural light into the space, creating an ingenious display of light and shadow that projects “ink paintings” onto even wall surfaces. This artful technique captures the humanistic spirit of traditional Chinese landscape paintings, and also reminds of the beauty of the nearby West Lake.

▼中国园林轩窗元素，Traditional Chinese garden windows

▼穿孔板立面引入自然光线，Perforated panels are used to bring natural light into the space

立品从品牌视觉中提取花西子标志性的轩窗LOGO，通过现代语言进行转译，立体化和单元化后生成门店陈列道具和空间中的不同造型细节，这些轩窗元素的转译和创新，统一了空间功能和审美，构建起强烈的品牌记忆点。

Leaping Creative translated Florasis’s distinctive window-shaped logo into three-dimensional units using modern design techniques. These units are incorporated into various display fixtures throughout the store and integrated into the space’s overall design in different forms. The innovative use of the window elements brings consistency in the functionality and appearance of the space and establishes a memorable brand identity.

▼首层零售区，Ground floor retail zone

立品在前期对材料进行了反复的测试，最终选择可塑性较强的树脂玻璃与轩窗图案组合，使空间主材尽可能通透时尚且不失东方典雅，品牌黛色在空间中的错落应用，让品牌气质跃然纸上。

After conducting numerous tests on different materials, the design team ultimately decided to use resin glass, a material that is highly plastic, in combination with the window patterns. This approach not only endows the space with a stylish, crystal-like appearance, but also gives it a touch of Chinese elegance.

▼西子花房及零售区，Flower workshop and retail zone

▼首层零售区，Ground floor retail zone

▼零售区细节，Retail zone detailed view

▼首层接待台，Reception

上庭下院的空间布局

A spatial layout inspired by traditional Chinese gardens

设计团队将中国传统园林的造园手法“内庭外院”，根据现有空间和使用需求重新演化成“上庭下院”的两层布局，下院热闹布局零售和交互功能空间，上庭宁静强调更为私密的用户体验，提供定制化服务，两层空间通过一条蜿蜒而上的“曲径”旋转楼梯连接。

The design team referred to the layout of traditional Chinese gardens, where a private courtyard is located in the inner area and a more open courtyard set in the outer area. By adapting this concept to the existing spatial structure and functional requirements of the store, the designers created a dynamic, interactive retail space on the lower floor, and a more tranquil space on the upper floor, which offers private experience and customized services. The two spaces are connected by a graceful spiral staircase.

▼楼梯，staircase

空间布局确定后，中国园林的“形”就生成了，接下来就是“韵”的营造。

苏轼笔下的西湖有着“水光潋滟晴方好，山色空蒙雨亦奇”的宜人美景，立品通过不同的材质组合将这种水面的波光灵动和朦胧诗意解构到空间氛围调性中，轻描出一幅移步异景的“西子游园图”。

The spatial layout generates the form of a traditional Chinese garden, but to imbue the space with a unique ambience, there is more to do.

As ancient Chinese poet Su Shi once portrayed in his poem, in sunny days, the West Lake ripples and glistens with sunlight, while in rainy days, it presents a hazy aesthetic as its surrounding landscape is enveloped in ethereal mist. Through the combination of different materials textures, Leaping Creative flooded the space with the stunning beauty of the glistening lake and the ethereal sense of poetry, creating a space where visitors can find distinct perspectives at every step and feel like touring in a garden.

▼俯瞰旋转楼梯，Spiral staircase

▼楼梯间细节，Stair details

叙事性体验

Storytelling experience

立品设计把观赏、交互、上妆体验加入到单一的零售业态中，以体验为核心实现新零售空间内容的创新，体验路径与“西子游园图”结合。

从临街进入走廊开始，叙事性体验就已生成。走廊作为体验的“序”，帮助用户实现情绪的过渡转换。

Leaping Creative incorporated multiple functions, such as viewing, interaction, and makeup experience, into a single retail space. With an emphasis on experiential services, the design innovatively enriches the retail space, and creates a circulation route that offers a garden tour experience.

Upon entering the corridor from the frontage, visitors embark on a storytelling journey. The corridor acts as a prelude to the experiential narrative, and a buffer for mood transition.

▼走廊，Corridor

进入室内空间，先抵达以百子柜为灵感的西子花房，这里是西子研究“以花养妆”的作坊。西子在这里通过萃取装置提炼东方养肤精髓，收集四季鲜花将花凝制作成美妆产品。

As soon as visitors step into the interior, they are greeted by a flower-themed makeup workshop inspired by traditional Chinese medicine cabinets. In this space, visitors are invited to see how skin-friendly nutrients from flowers are extracted through “extraction installation” and made into beauty products.

▼俯瞰西子花房，Overlook to the flower workshop

▼萃取装置，Extraction installation

在“上庭下院”的布局中，“上庭”更为私密且注重用户体验，空间氛围也从明亮现代逐渐转入宁静典雅，打造西子邀请友人进行东方彩妆体验，雅集共赏之地。二层主要布局珠宝高定区，产品定制体验区、彩妆体验区以及用于举办会员活动的沉浸式剧场。

Based on the store’s spatial layout, the upper floor is designated for more intimate and personalized experiences, with a shift in spatial atmosphere from contemporary and vibrant to tranquil and elegant. It offers visitors the chance to engage in Chinese-style makeup experience and socialize with their companions. The second floor mainly accommodates a jewelry customization service area, a product customization zone, a makeup experience zone, and an immersive theater where VIP customers can partake in various events.

▼珠宝高定区，Jewelry customization service area

▼沉浸式剧场可举办会员活动，Immersive theater where VIP customers can partake in various events

二层空间中的弧形墙面灵感来自花西子品牌名中“花”的笔画，立体化后结合中国传统屏风形态生成弧形曲面，成为空间墙体和陈列隔断设计语言。

The second floor features arc-shaped walls inspired by one of the strokes of the Chinese character “花”, which is part of Florasis’s Chinese name. The stroke is transformed into a three-dimensional shape, which is then combined with traditional Chinese screens to form a design language for the walls and display partitions.

▼以现代设计语言赋予东方传统元素新的形式和审美，The modern design language imbues a new form and aesthetic to traditional Chinese elements

▼闻香体验区，Scent sample area

▼妆奁展示，Ancient-Chinese-style vanity boxes

在体验路径的末端，立品设计又将用户引入一个留白空间，透过镂空花窗引入室外自然景象，空间模块一虚一实，一静一动。

At the end of the tour, visitors are led into a void space where a hollowed traditional Chinese garden window brings in the outside natural scenery. This creates a subtle interplay of solidity and void, silence, and motion in the space.

▼留白空间，The void space

项目名称：花西子「隐园」全球首家线下旗舰店

项目地点：中国 杭州

设计公司：leaping creative 立品设计

设计范畴：体验规划、空间设计、互动装置设计、陈列道具设计

设计总监：郑铮 Zen

设计策划：陈常 CC

设计团队：陈晓雯、曾敏冬、叶剑华、张旭枫、罗作滔、罗紫君、王爱莲、姚倩慧、林树端、李因杰

项目管理：谭玮贞、陈李伟、黄子昕、余柏泉、罗天蔚

特别鸣谢：花西子

Project Name: Florasis’s first global flagship store, Hidden Garden

Project Location: HangZhou, China

Design Company: Leaping Creative

Design Director: Zen Zheng

Experience strategy: CC Chen

Designers: Xiaowen Chen, Mindong Zeng、Jianhua Ye、Xufeng Zhang、Zuotao Luo、Zijun Luo、AIlian Wang、Qianhui Yao、Shuduan Lin、Yinjie Li

Management Team:Weizhen Tan、Liwei Chen、Zixin Huang、Tianwei Luo, Boquan Yu

Client: Florasis