Maison Joseph Deco买手店，杭州 / 余论设计

余论设计的Maison Joseph Deco买手店项目位于杭州市滨江区成熟商住区，天寓一楼商铺。作为首批进驻滨江区的楼盘，由德国人设计的天寓以其独特冷峻的外观吸引人们关注，由此而来的是以设计为主导的咖啡馆、家具店、餐厅、酒吧等相继开业，使这一带成为杭城先锋时尚人士的聚集地。Maison Joseph Deco需要在已有的艺术氛围中脱颖而出。

Exquisitely inlaid at the first floor of the Bond City Building, select shop Maison Joseph Deco by YUDesigns locates in the commercial and residential area in Binjiang District, Hangzhou. As one of the first estates settled at Binjiang District, the German-designed Bond City Building has drawn great attentions by its unique forbidding appearance. Followed by the growing popularity, more and more designed-oriented cafés, furniture stores, restaurants and bars have come into the picture which transformed this area into the hub of fashion pioneers. Maison Joseph Deco needs to stand head and shoulders above the rest in the artistic atmosphere.

▼店铺外观，exterior view

余论设计在该项目中秉持两个理念：空间要和产品对话，以及，让设计诱发顾客进入场所，甚至自愿拍照和传播。Maison Joseph Deco是一个以艺术品为主的买手店，余论设计尊重主人从世界各地亲自挑选每一件物品并完好保存的恋物精神，因此，设计的出发点是“艺术空间”，而非传统意义上只有货物进出和流水的“店”。通过这种尝试，探究如何通过空间质感和陈列形式去配合出售的商品，从而衬托它们，为其创造附加值。

YUDesigns keep faith to two main notions in their projects: to have the space echoes the product, and the design-itself induces the patronage and even willingness to promote. Maison Joseph Deco focuses on the selected art pieces. YUDesigns highly respect the owners’ fetish of each carefully reserved art piece collected from all over the world, which explains the reason why the inspiration of their design always lies in the setup of an “Art Space” rather than a traditional art shop. Through different attempts, the team dedicate to frame the products and to create added value by the enhancement of both the sense of space and the way of display.

▼设计的出发点是“艺术空间”， the inspiration of the design lies in the setup of an “Art Space”

▼细部，detail

▼设计旨在通过空间质感和陈列形式去衬托出售的商品，the design aims to frame the products and to create added value by the enhancement of both the sense of space and the way of display

▼不规则大理石展台与铜制器物相呼应，the irregular marble table on the first floor respond to the bronze utensils in the store

▼有色玻璃支撑架与商品形成实与虚的碰撞，supporting frames made of tinted glass bring about a collision between real and virtual

空间两层，深墨绿色的楼梯上被巧妙地设计了橱窗，作为楼层上下两个空间的过渡，并在视觉上将楼上楼下区分开来。因商铺内有大量铜质器物，作为呼应，一楼不规则大理石展台也呈现了其最初的无序状态，使得两种本来不相关的介质发生了关系；部分展架下面穿插选用有色玻璃支撑架，玻璃的属性和质地与商品形成实与虚的碰撞；在面对希腊品牌Sophia马拉松男孩人物雕像和黄铜烛台Gloria等产品时，植物为其增加了轻松感。

Inside the two-layer store, you may find showcases delicately embedded into the forest-green stairways as the transition space between layers. The irregular marble table on the first floor respond to the bronze utensils in the store. Together, an original disordered state emerges. Supporting frames made of tinted glass alternately strut display racks. The quality and texture of glass bring about a collision between real and virtual. Speaking of the marathon boy statue by Greek brand Sophia, and brass candlesticks by Gloria, green plants are introduced to increase the sense of relaxation.

▼室内大面积的色块形成强烈的视觉冲突，color blocks make the best of each other to generate a strong visual impact

▼细部，detail

对色彩的运用是余论设计擅长的，在该项目中，石榴红、夜光蓝、苔藓绿等颜色被充分利用，大面积的色块形成冲突，为产品提供了合适的衬景，并因其超现实主义、戏剧主义或荒诞主义和店内不少商品相呼应，他们完成了共同的使命——引人注目。

YUDesigns enjoy reputation for application of colors. Color blocks in pomegranate red, noctilucan blue, and moss green make the best of each other to generate a strong visual impact which contribute to the setup of a pertinent background. Surrealism, dramatist, and absurdity accommodate themselves in the colors, echoing to the products. Attractions perfume the air.

▼深墨绿色的楼梯上巧妙地设计了橱窗，showcases are delicately embedded into the forest-green stairways as the transition space between layers

▼室内细部，detail of the interior

也因此，拍摄成了顾客逛店、购买之外另一件重要的事情。它们主观上愿意从镜头里捕捉自己感兴趣的元素，形成空间、产品和自己的碰撞。在余论设计看来，让顾客拍照发网络社交平台才是真正的KPI。空间设计的最后表达，就是能从100个人镜头里看到101种感受。

That explains how photographing becoming the most important activity apart from shopping. Inside the space, amongst the art pieces, customers cannot help enjoying themselves catching up the interesting things through camera. Per YUDesigns, the real KPI lies in the social media posts from their customers. The final expression of a space design is to allow 101 feelings to be seen from 100 lenses.

▼丰富的设计元素为顾客提供了拍摄的背景，the art pieces and interesting elements provide a background for photographing

项目：Maison Joseph Deco 位置：中国，杭州滨江区滨盛路4321号 面积：150平米 属性：买手店 完成：2017年10月 设计：杭州余论室内设计有限公司 主要设计团队：余大青、马莉 文字：蒋瞰、马瑶 摄影：刘宇杰