DJI&HASSELBLAD 大疆哈苏西安店,上海店丨中国上海丨E Studio 壹所设计

西安作为十三朝古都，历史文化底蕴深厚，并形成了极具特色的城市肌理。这里以丰富的历史文化古迹为基，极致的唐文化呈现让人“穿越”盛唐。

As the ancient capital of thirteen dynasties, Xi’an has a profound historical and cultural heritage and has formed a very distinctive urban texture. Based on the rich historical and cultural relics, the ultimate representation of Tang culture allows people to travel back to the prosperous Tang Dynasty.

DJI 大疆创新，致力于成为持续推动人类进步的科技公司，通过科技创新重塑人们的生产和生活方式。E Studio 与大疆一直保持着密切的合作关系，持续三年以来的科技零售实践合作，不断研发满足新消费需求的空间和场景。

DJI is committed to becoming a technology company that continues to promote human progress and reshape people’s production and lifestyle through technological innovation. E Studio has maintained a close cooperative relationship with DJI on the technology retail practice for three years, constantly developing spaces and scenarios that meet new consumer needs.

本案 DJI 大疆&HASSELBLAD 哈苏概念店是西北首家位于西安市的大唐不夜城景区内，坐落于曲江新区的大雁塔脚下。大唐不夜城，北起大雁塔北广场，南至唐城墙遗址公园，中轴分布，是全国唯一一个以盛唐文化为背景的大型仿唐建筑群步行街。

The DJI & HASSELBLAD Hasselblad opens its first concept store in the Northwest area of China, located in the Datang Everbright City Scenic Spot in Xi’an, at the foot of the Giant Wild Goose Pagoda in Qujiang New District. Datang Everbright City, starting from the North Square of the Big Wild Goose Pagoda in the north and ending at the Tang City Wall Ruins Park in the south, unfolds slowly along the central axis. It is the only pedestrian street in the country made with an antique building group with the background of the Tang Dynasty and its flourishing culture.

中国建筑，其所最注重者，乃主要中线之成立。无论东方、西方，再没有一个民族对中轴对称线如此钟爱与恪守——梁思成。

中国建筑讲究中轴对称的平面布局和秩序井然的伦理营构，以组群布局的方式在平面上展开，形成中华传统建筑的尚大性格。本案设计布局中也遵循这一美学，入口大门及主要的中岛展陈以中轴线分布。

In Chinese architecture, what is paid most attention to is the establishment of the main central axis. No matter whether in the East or the West, there is no such nation that loves and abides by the axis of symmetry so much——Liang Sicheng. Chinese architecture pays attention to the axially symmetrical layout and the well-ordered hierarchy. Buildings are organized in groups and form traditional Chinese architecture glorifying greatness. The layout of this project also follows this aesthetic principle, with the entrance gate and the main island display arranged along the central axis.

作为“更新”建筑，在延续大唐不夜城的整体风貌同时，赋予它新的元素。遵循唐风建筑构图三要素和平面开间划分，力求纵段与横段艺术构图共现。

外立面设计以较为轻盈、通透以及尽最大程度的敞开面和古城进行对话。朝外的一面借助当代感强的雾面不锈钢立柱和大面积落地玻璃窗，在视觉上形成街景的反射效果，树影斑驳，倒影添趣，里与外风景相互交融。

As a renewal building, it is endowed with new elements, while continuing the overall character of Datang Everbright City. The design Follows the three principles of Tang-style architectural composition and the rule of bay divisions and strives to the representation of the artistic composition of vertical and horizontal sections. The facade design is relatively light, transparent, and open to the greatest extent to communicate with the ancient city. On the outward side, the reflection of the street view is formed visually with the help of contemporary matte stainless-steel columns and large floor-to-ceiling glass windows.

建筑左右两侧的外立面及正面透过玻璃，看到的是浅灰色石材，大块的石材按黄金比例有秩序地铺贴，在一定程度上是古城墙的延续。简约朴素的材质和色调，以及精神与艺术风格相结合的氛围为特色，既体现了传统的“神韵”风格，又符合现代城市发展的潮流和气息，充满活力和现代感。

The light gray stones of the facade are visible through the glass. And the large stones are laid in order according to the golden ratio, which is a continuation of the ancient city wall to a certain extent. Simple materials and color tones, as well as an atmosphere that combines spirit and artistic style, not only embodies the traditional spirit but also conforms to the trend and vibe of the modern city, full of vitality and modernity.

流光溢彩长安城，火树银花不夜天。这是对大唐不夜城最恰当的描述。夜幕降临，西安 DJI&HASSELBLAD 也亮起了灯光，在温暖柔和的灯光下显得更加灵活动感，成为空间中的视觉亮点，犹如一场关于艺术的盛大邀请。由此创造了白天和夜晚永续交织的城市风景。

"The city of Chang’an is full of flowing light and color, and the sky of fireworks and a sea of lanterns never go dark". It is the most appropriate description of the city that never sleeps in the Tang Dynasty. As night fell, Xi’an DJI&HASSELBLAD also turns on the lights, which appears more flexible and dynamic under the warm and soft lights, becoming a visual highlight in the space, like a grand invitation about art. This creates an urban landscape where day and night are perpetually intertwined.

历史的荣光、文化的世界，激发了千万西安人的认同感和自豪感。这些，都将成为城市共情源地。通过建筑本身艺术化设计表达，以文化力量为内核，融汇文化与人们生活。

对于西安 DJI&HASSELBLAD 这个项目，从城市出发，探索出合适的设计，这是 E Studio 此次的设计理念。

The glory of history and the world of culture have inspired the sense of identity and pride of millions of Xi’an people. These will become the source of urban empathy. The design integrates culture and people’s lives through its aesthetic expression with cultural power oriented. This is the design concept of E Studio, in this case, the project of DJI&HASSELBLAD in Xi’an, starting from the city and exploring a suitable design.

有的瞬间注定成为经典。在光影凝为影像之前，相机的背后，灵感已然迸发。一切始于一个人对突破常规的追求。从胶片时代到数码时代，哈苏致力于打造影像工具，诠释影像创意，让灵感绽放。Some moments are destined to become classics. Before light and shadow become images, behind the camera, inspiration was burst out. All starts with a person’s pursuit of breaking through regularity. From the film days to the digital days, Hasselblad aims to strike image tools, interpret image creativity to spark off inspiration.

上海首家概念旗舰店选址繁华的新天地商业街，整栋建筑保留上海近代标志石库门外立面，室内以极简的科技形象回应历史街区，一场“过去”与“未来”的对话。

The first concept flagship store in Shanghai is located in the bustling Xintiandi commercial street. The entire building retains Shanghai’s modern iconic Shikumen facade and the inner district responds to the Historic Blocks with a minimalist technological image, starting a dialogue between “past” and “future”.

The challenge in developing the image of DJI&HASSELBLAD concept Store SI was to explore a balance between two brand attributes: “DJI innovation representing the future” and “Hasselblad camera standing for the immortal classic”, and the brand convergence and differentiation in the same retail scenario.

项目名称/Project：DJI&HASSELBLAD 大疆哈苏西安店/上海店

项目地址/Location：中国 西安/上海

项目面积/Area：西安 240m²/上海 580m²

完成时间/Date：西安 2022.12/上海 2022.03

设计公司/Design Company：E Studio 壹所设计

主持设计/Lead Designer：Fan, Junjian 范君健、Zhou, Xuanzhuo 周炫焯

设计团队/Cooperative Design：Fang, Guiyun 房桂云、Liu, Ying 刘莹

物料设计/Material Design：Deng, Changyi 邓嫦怡

摄影机构/Photography Agency：象外空间摄影-冯喆、HASSELBLAD 周思源 白华斌、YuuuunStudio 云眠摄影工作室

空间主材/Space Main Material：华润水泥人造石、HBI 岩板、乳胶漆、华格灯光

范君健、周炫焯 E Studio 创始人

深圳市壹所设计有限公司(E Studio)由范君健和周炫焯于 2018 年共同创立，是一家致力于探索商业空间设计的多元化创意服务机构。

服务类型: 提供前瞻性的建筑、室内、平面、品牌策划服务。

来自不同专业领域的壹所设计团队，擅于运用跨界的设计思维为品牌打造独特的整体形象。

E Studio was founded in 2018 by Fan Junjian and Zhou Xuanzhuo. We are a diversified creative service company dedicated to exploring commercial spaces, providing progressive architecture, interior, graphic design, as well as branding services.

E Studio design team fuses professionals from different fields who are well-versed in using cross-boundary design thinking to create unique images for the brands.

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