OPPO全球首家超级旗舰店·Whale，上海 / 东仓建设

对比传统的手机销售场景，我们希望给予消费者一些更开放，并且更自由的空间。通过自由化的空间削弱人与人之间与生俱来的动物性陌生感和攻击性。因此，在旗舰店入口部分全部开放化，途人视线范围内没有任何商品的明显痕迹，弱化商业攻击性。无论是品牌传播或销售，人是最大化的。作为OPPO首家超级旗舰店，并不需要过多地表述产品，店铺内留出大量的空间给予消费者自由体验，通过空间传达企业面对市场开放、包容、对创意接受度，通过空间增加品牌与消费者的对话和接触。

▼门店外观，exterior view

此空间设计的核心观点是去中心化。我们不希望建立一个极其权威性的状态，胁迫消费者行走特定动线、浏览所有产品。OPPO作为一个年轻人喜爱的品牌，应该是自由开放的状态，双方都可以轻松选择独立的行为方式。

The core idea of this space design is decentralization. We do not want to create an extremely authoritative state, which has coercing consumers to move on specific lines and browse all products. OPPO, as a favorite brand for young people, should be free and open, allowing both sides to easily choose their own ways of doing things.

▼店内概览，interior view

▼展示区域，display area

鹅卵石装置摆放目的让这个场景感受更加公众化，并非功利的商家地盘，而是提供给城市一个更开放的空间，像是城市景观，途人亦可进内稍作休息。每一个巨型的鹅卵石装置都有不规则的外轮廓曲线，让体验者彼此间保留舒适的安全距离。

The pebbles are designed to make the scene more public, not a utilitarian business space, but a more open space for the city, such as a city landscape, where passers-by can take a break. Each giant cobblestone has an irregular outer contour that allows the experience to maintain a comfortable and safe distance from one another.

▼鹅卵石装置宛如城市景观，the pebbles are designed as a city landscape

在传统的电子产品的销售展示，存在很多累赘给消费者带来不愉悦的感受。所以在此空间我们尽力用最简单的方式表述产品，原木桌子上开条形槽口，将产品直接呈现在台面上，除此再无他物。

In the traditional electronic product sales display, there are a lot of burdensome that causing unpleasant feelings for consumers. So in this space we try our best to express the product in the simplest way, log table on the opening of the strip notch, the product will be directly presented on the table, other than this and nothing else.

▼用最简单的方式表述产品，the products are displayed in the simplest way

原建筑空间中有四条结构柱，通过设计修饰成发光墙体辅助摄影，结合在空间中我们创造的许多体验OPPO产品的场景，充分体现商品的性能。这是我们在设计手法上通过空间为商业带来溢价的核心价值。

There are four structural columns in the original building space, combined with the many experiences OPPO products we create in space, we fully embody the performance of the product. This is the core value of our design approach to bringing a premium to business through space.

▼四条结构柱通过设计修饰成发光墙体辅助摄影，four structural columns in the original building space were re-designed as background walls for taking photos

▼发光墙细部，detailed view

今天几乎所有的人尤其年轻人，每个人头脑里都存在某些需要自由释放的的想法，我们一直寻找某一种载体让这种思维怦然而出。因此，世界上最大的生物——鲸鱼，象征自由且承载梦想，我们运用开放性思维布置了此艺术装置，脱离实体用编织镂空的肌理表现，如梦中所见，让观者拥有更多想像空间，而非制约。

Today, almost all people, especially young people, those who have certain ideas in their minds need to be released freely, and we have been looking for some kind of vehicle to make this kind of thinking thump out. So, the largest creature in the world, the whale, symbolizes freedom and carries dreams, and we use open thinking to design this art device, and we use it to weave out of the body and hollow out the texture, as seen in the dream, so that the viewer has more space to imagine. Not a constraint.

▼鲸鱼如梦中所见，让观者拥有更多想像空间，as seen in the dream, the whale provides the viewer with more space to imagine

空间设计对于我们来说是一个既感性又理性的思考过程，对于空间最原始的出发点在脑海中是很抽象甚至是很模糊的画面。可就是这个画面，我们永远觉得它是最真实，尊重自己的第一感受，并将其传达他人时，发现画面在公众中存在的共性。在此过程中，我们需要与无数人沟通找寻空间的关键词并将其模糊。模糊的是公众的刻板印象，突破已有的认知局限，产生冲击性的新鲜感受。设计具有前瞻性，逐步完善社会对美的认知。

Space design is both perceptual and rational thinking process, the most original starting point for space in mind is very abstract and even very vague picture. But this is the picture, we always feel that it is the most real, respect their first feelings, and convey it to others, we discover the commonality of the picture in the public. In the process, we need to communicate with countless people to find the key words of space and obscure them. What is vague is the public stereotype, breaks through the existing cognitive limitation, produces the impact new feeling. The design has the foresight, gradually perfecting the society’s cognition of beauty.

▼室内细部，detailed view