曼古银店铺设计，广州 / 立品设计

20世纪中后期的工业化浪潮在热带丛林覆盖的东南亚地区催生了以曼谷为典型的现代化大都市，为这片包罗万象的土地带来独特的都市景致：从风土人情到城市景观及生活方式，随处可见现代与传统、精致与质朴的和谐交融。时尚银饰品牌MGS曼古银有着与其属地相似的品牌基因，同样带有原始而细腻的魅力，并凭借着这种区格化的异域风情在过去20年中赢得了自己的市场。但在消费升级的大环境下，品牌形象的整体升级成为必须。

Originated from Southeast Asia, the brand MGS has been designing and producing handcrafted quality silver accessory for over 20 years and has earned a good reputation for its exotic design-focused products across China.

▼店铺外观，front view

项目从品牌视觉形象入手，以“都市中的丛林冒险”为概念，为品牌设计全新LOGO、形象系统与包装物料延展，并将设计概念延续至店面空间及产品陈列系统，为消费者打造全方位的立体体验。在为品牌打造全新视觉、空间形象及产品陈列系统时，设计的思考重点在于运用贴合时尚潮流的设计手法延续及强调品牌特性，挖掘品牌基因中的记忆点并使其更加符合新一代女性消费者的审美需求。

Leaping Creative is commissioned to lead the brand’s upgrade starting from visual identity to store space identity and jewelry displays. The design focus is to study and reorganize the core brand philosophy and to give it a trendy new brand image, with the aim to cater to the consumption upgrading and the consumers’ rising demand for high-end shopping experience.

▼时尚的店铺内观，the interior

设计总监郑铮：“品牌升级的核心应该放在重新梳理品牌的形象资产，找出其中的核心记忆点进行放大和重组，而不仅仅是用当下最流行的设计风格进行再包装。”品牌产品强调手工印记，不对材料做特殊处理，保留银饰的原生态质感。受此启发，墙面使用灰色肌理漆并以木质墙裙及金属收边作为点缀，地面与展柜则采用自然的水泥及水磨石材质，营造天然、粗粒又不失精致感的空间调性，与产品相呼应。

The rustic finish in the space is an echo from MGS’s handcrafted silver products without over-polishing. Grey distressed wall is applied with wooden wainscot, as well as terrazzo floor and cement displaying tables, to create a natural and organic tone; while bronze details insert as an interesting contrast in the space and an indication of the brand’s quality and elegant nature.

▼保留材料的原生质感，respect the natural texture of materials

我们为品牌的全新视觉形象加入写实风格的插画元素，描绘东南亚热带丛林独特的生态环境与丰富的物种，试图为消费者的都市日常加入身临其境的丛林冒险体验。插画元素通过定制彩砖的方式运用到空间中，巧妙地为空间注入自然气息，有意强调品牌属地及特性，成为店面中的视觉惊喜与记忆点。

A customized illustrated ceramic tile wall featured in the space as a visual focus, presenting a vivid scene of the tropical forest, with divers animals and plants that exclusively grow in Southeast Asia. It emphasizes the brand’s origin and at the same time provides an immersive experience of jungle adventure for customers in the middle of the city.

▼热带丛林插画让消费者身临其境，the vivid scene of the tropical forest on the wall becomes the visual focus

店面中的产品陈列系统及道具同样经过重新设计，兼具品牌特性及品质感，从消费者接触点的细节处强化品牌印记。在传统珠宝店用于产品陈列的橱窗区域设置工匠区，展示制作银饰所用的精密工具及匠人的日常工作状态；每逢周末，更会请来银饰师傅在店内现场工作，令消费者在独特的互动方式中获得完整、立体的品牌体验。

For window display we showcase a craftsman’s area where their precision tools are exhibited and even their working process can be closely observed by the customers in weekends or promotion days, giving a rich and unforgettable image of the MGS brand.

▼展示柜设计十分考究，window display

▼制作工具展示，display of tools

▼独特的商品展示设计，the unique design of displays

▼平面图，plan

设计单位: Leaping Creative 立品设计 项目地址: Guangzhou, China 项目面积: 70m² 设计总监: 郑铮 Zen Zheng 项目经理: 陈常 CC 参与设计: 林婕、姚丁凌、胡佩诗、黄杰宁、陈常 施工实施: 广州市艺景装饰设计工程有限公司 项目摄影: 黄早慧

Chinese & English text: Leaping Creative