创作上传

收藏下载

骑行装备零售丨中国武汉丨+SONO STUDIO（杨治明等）

2025/07/09 10:11:43

查看完整案例

微信扫一扫

下载

项目背景与定位

Project Context & Positioning

OOTB诞生于中国都市骑行文化复兴浪潮，以“骑行装备零售”为商业载体，融合个性化定制服务、文化传播与社群社交三重基因，选址武汉天地与成都铁像寺水街，直面年轻中产及专业骑行群体。设计突破传统零售空间的交易逻辑，通过场景化叙事构建骑行文化深度体验场域，回应三大核心诉求：

Born amidst China’s urban cycling renaissance, OOTB transcends conventional retail through its “cycling gear” commercial foundation, integrating bespoke services, cultural storytelling, and community engagement. Strategically anchored in Wuhan Tiandi and Chengdu Tixiangsi Waterfront, it targets young professionals and dedicated cyclists. The design reimagines transactional retail logic into an immersive cultural experience, addressing three core imperatives:

▼项目外观，exterior of the project©yuuuunstudio & 夏珣

品牌符号化：在标准化商业空间中植入工业美学DNA，形成强视觉记忆点；

功能动态化：兼容商品陈列、定制工坊、快闪活动等多模态运营需求；

体验仪式化：通过空间交互设计引导用户从“旁观者”向“参与者”身份转化。

Iconic Brand Identity: Infusing standardized spaces with industrial aesthetics to forge powerful visual recall.

Dynamic Functionality: Supporting multimodal operations—product display, custom workshops, pop-up events.

Ritualized Experience: Transforming spectators into participants through spatial interaction.

▼室内概览，overview of the interior space©yuuuunstudio & 夏珣

核心意象：一棵根系相连、枝桠各异的“骑行文化之树”

Core Metaphor:A “Cycling Culture Tree” with shared roots and distinct branches

根系：深植于“可生长的工业考古”设计哲学。双店共享的工业基因（粗粝砖墙/复刻肌理、明装管线、镀锌铝板冷淬光泽、桦木温润触感、模块化骨架）是品牌不可动摇的根基，象征着对骑行制造本源的追溯与坚持。

Roots: Deeply grounded in “evolving industrial archaeology.” Shared industrial elements (exposed brick with replicated textures, visible conduits, cold-galvanized aluminum sheen, tactile birch wood, modular skeletons) embody the brand’s unshakeable foundation, honoring cycling’s manufacturing heritage.

▼双店共享的工业基因，shared industrial elements©yuuuunstudio & 夏珣

枝桠：向上自由生长，汲取所在城市的阳光雨露，形成独特的空间叙事与社群生态。

Branches: Reaching skyward, nourished by local urban character to form unique narratives and community ecosystems.

▼独特的空间叙事与社群生态，form unique narratives and community ecosystems©yuuuunstudio & 夏珣

武汉天地店：江潮奔涌 · 探索之枝

Wuhan Tiandi Store: Surging River Tides Branch of Exploration

城市基因呼应：武汉，“江城”，奔腾的长江塑造了其开放流动、勇于探索的城市气质。OOTB武汉店如同停泊在繁华码头的一艘“工业方舟”。

Urban Resonance: Wuhan—”River City”—echoes the Yangtze’s pioneering spirit. The store manifests as an “Industrial Ark” docked at a vibrant wharf.

▼入口设计，entrance design©yuuuunstudio & 夏珣

空间叙事强化：“流动的轨迹”：入口至工坊的中央主轴（软膜天花）被赋予更强烈的“航道”意象，不仅是骑行轨迹，更似蜿蜒的江水或不断延伸的城市骑行道，引导用户“启航”。

Spatial Narrative: Fluid Trajectory: The central axis (backlit ceiling from entrance to workshop) evokes a “waterway,” mirroring winding rivers and urban bike paths to inspire journeys.

▼天花设计，backlit ceiling©yuuuunstudio & 夏珣

▼入口至工坊的中央主轴，the central axis from entrance to workshop©yuuuunstudio & 夏珣

“动态生成器”：中置倒台成为空间的核心交互节点。它不仅是模拟场景，更是武汉骑行者社群智慧的结晶与实时更新的探索日志。扫码获取的路线，是这座城市脉搏的具象化，呼应着武汉人“敢为人先”的探索精神。

Dynamic Generator: A central inverted platform acts as an interactive hub—showcasing community-curated routes that map the city’s pulse and embody Wuhan’s “trailblazing” ethos.

▼中置倒台成为空间的核心交互节点，a central inverted platform acts as an interactive hub©yuuuunstudio & 夏珣

▼中置倒台成为空间的核心交互节点，a central inverted platform acts as an interactive hub©yuuuunstudio & 夏珣

▼营造工业感的氛围，creating industrial vibe©yuuuunstudio & 夏珣

“未完成的码头”：保留的原始砖墙与明装管线，如同码头仓库未经修饰的筋骨，强化“出发地”和“中转站”的意象，暗示着无数骑行旅程从此开始。

Unfinished Wharf: Raw brick walls and exposed conduits recall industrial docks, reinforcing its identity as a “departure point” for cycling adventures.

▼保留的原始砖墙与明装管线，Raw brick walls and exposed conduits were preserved©yuuuunstudio & 夏珣

▼保留的原始砖墙与明装管线，Raw brick walls and exposed conduits were preserved©yuuuunstudio & 夏珣

▼强化“出发地”和“中转站”的意象，reinforcing its identity as a “departure point” for cycling adventures©yuuuunstudio & 夏珣

成都铁像寺水街店：蜀地生根 · 沉淀之枝

Chengdu Tixiangsi Store: Rooted in Shu · Branch of Cultivation

城市基因呼应：成都，“天府之国”，悠闲包容、注重生活美学与在地文化交融。OOTB成都店如同水街旁一处精心打理的“机车茶寮”或“匠人庭院”。

Urban Resonance: Chengdu—”Land of Abundance”—embraces leisure, craftsmanship, and cultural fusion. The space embodies a “Motorcycle Teahouse” or “Artisan’s Courtyard.”

▼入口空间设计，entrance space design©yuuuunstudio & 夏珣

“匠意的沉淀”：定制工坊的透明剧场在成都语境下，更强调“慢工出细活”的匠人精神。观看碳纤维车架定制的过程，如同欣赏一场传统手工艺与现代科技结合的“表演”，契合成都人对生活质感和技艺传承的追求。桦木的温润质感在此空间被进一步放大。

Artisanal Refinement: The transparent workshop becomes a “theater” celebrating slow craftsmanship. Observing carbon-frame customization merges tradition with technology, resonating with Chengdu’s pursuit of quality and heritage. Birch wood textures amplify warmth.

▼定制工坊的透明剧场，the transparent workshop becomes a “theater”©yuuuunstudio & 夏珣

“在地的纹样”：模块化陈列系统中的木丝吸音板，其天然纹理与再生理念，可隐喻蜀地竹编或自然材料的智慧。或许在局部细节（如试衣舱门帘、定制工坊工具收纳）融入极简化的蜀锦纹样或竹元素，低调呼应在地文化。

Local Motifs: Wood-fiber acoustic panels echo Sichuan’s bamboo weaving; subtle integrations of minimalist brocade patterns or bamboo elements (e.g., fitting room curtains, tool storage) nod to local culture.

▼模块化陈列系统中的木丝吸音板，wood-fiber acoustic panels©yuuuunstudio & 夏珣

▼模块化陈列系统中的木丝吸音板，wood-fiber acoustic panels©yuuuunstudio & 夏珣

▼融入极简化的蜀锦纹样，subtle integrations of minimalist brocade patterns©yuuuunstudio & 夏珣

▼融入极简化的蜀锦纹样，subtle integrations of minimalist brocade patterns©yuuuunstudio & 夏珣

社群气质：更侧重品味、交流、生活美学。活动可能围绕复古骑行聚会、装备保养工作坊、骑行与城市文化沙龙（结合水街的历史人文）展开，吸引注重品质、热爱分享生活方式的骑行爱好者。

Community Vibe: Focused on taste, dialogue, and lifestyle—curating events like vintage rides, maintenance workshops, and cycling-culture salons that engage quality-conscious enthusiasts.

▼营造社群氛围，creating community vibe©yuuuunstudio & 夏珣

▼营造社群氛围，creating community vibe©yuuuunstudio & 夏珣

根系相连，枝桠共荣：

Interconnected Roots, Flourishing Branches:

模块化骨架：双店共有的自由组合陈列系统与螺栓干式连接结构，是这棵“树”强韧的枝干。它确保了两店都能灵活应对运营需求（商品、工坊、快闪的无缝切换），象征着品牌内核的统一与适应力。

Modular Skeleton: Shared adaptable display systems and bolt-connected structures form the “tree’s” resilient trunk, enabling seamless transitions between retail, workshops, and events—symbolizing unified brand adaptability.

▼自由组合陈列系统，adaptable display systems©yuuuunstudio & 夏珣

▼陈列系统细部，adaptable display systems detail©yuuuunstudio & 夏珣

透明工坊信任链：无论武汉的速度激情还是成都的慢品匠造，“透明工坊” 都是构建用户对高端定制服务信任的核心场景，是品牌技术实力的直接展演，是连接双城用户的信任根系。

Transparency as Trust: The “Open Workshop” builds credibility for premium customization in both cities, showcasing technical prowess as the “root of trust.”

▼透明开放的环境，open and transparent environment©yuuuunstudio & 夏珣

社群地图交织：武汉生成的“探索路线”与成都沉淀的“文化路线”，可以通过线上平台实现共享与串联。一位骑行者可能在武汉店获取一条充满活力的江滩路线，而在成都店发现一条充满人文气息的老街巷路线，双城骑行文化在用户的实际行动中交融共生。

Shared Community Cartography: Wuhan’s “exploration routes” and Chengdu’s “cultural trails” intersect digitally. Riders might discover a vibrant riverfront path in Wuhan and a historic alley route in Chengdu, weaving a dual-city narrative.

▼咖啡吧台，cafe bar©yuuuunstudio & 夏珣

可持续的共同语言：材料重生计划（FSC木材、再生吸音板、旧物利用/复刻）是双店共同践行的环保理念，是品牌面向未来的责任担当，也是吸引具有共同价值观用户的重要纽带。

Sustainable Common Language: Material rebirth (FSC timber, recycled panels, upcycled elements) reflects both stores’ eco-commitment, attracting values-aligned patrons.

▼可持续的共同语言，sustainable common language©yuuuunstudio & 夏珣

▼可持续的共同语言，sustainable common language©yuuuunstudio & 夏珣

总结升华：

Conclusion:

OOTB武汉与成都，并非简单的复制粘贴，而是同一株“骑行文化之树”上，因应不同水土（城市文化）而自然生发出的独特枝桠。武汉店如奔涌的江潮，承载探索与速度的基因，是前沿与活力的发射台；成都店如扎根的庭院，沉淀匠意与生活的美学，是品味与交流的栖息地。它们共享着工业美学的坚韧根系（设计哲学与模块化系统）与透明信任的生命汁液（工坊体验），共同织就了一张覆盖不同骑行生活方式的中国都市骑行文化网络。踏入任意一家OOTB，你不仅进入一个零售空间，更踏入了一个连接城市脉络、骑行精神与同好社群的“在地化骑行文化枢纽”——在这里，工业的冷峻与城市的温度交融，个人的骑行故事汇入双城乃至更广阔的骑行叙事长河。

OOTB Wuhan and Chengdu are not clones but organic branches of the same “cycling culture tree,” shaped by distinct urban soils. Wuhan channels riverine dynamism—a launchpad for speed and discovery. Chengdu embodies rooted cultivation—a haven for craft and connection. United by industrial-aesthetic roots (design philosophy + modular systems) and life-sustaining “sap” of transparent workshops, they weave a network bridging urban rhythms, cycling spirit, and communities. Enter any OOTB, and you enter not merely a store, but a *localized cycling-cultural nexus*—where industrial rigor meets urban warmth, and personal journeys merge into the grand narrative of two cities and beyond.

▼夜景，night view©yuuuunstudio & 夏珣

骑行的一日：从OOTB启程，向自由延伸

A Day in the Ride: From OOTB, Toward Freedom

晨光熹微 · 启程的仪式感

Morning Glory – The Ritual of Departure

第一缕晨光透过武汉天地林立的建筑缝隙，落在OOTB入口处粗粝凿刻的砖墙之上。这堵被清漆凝固了时间的“工业化石”，在晨光中泛着微光，像一座沉默的车库，无声宣告着骑行之旅的发端。推门而入，自脚下向前延伸，直指空间的深处——那是通往定制工坊的文化渗透轴。抬头，晨光穿过悬浮的碳纤维车架阵列，于地面与墙面投下凌厉交错的骨骼剪影，犹如整装待发的骑士方阵。空气里，微弱却清晰的变速器咬合声透过隐藏的音响系统传来，不是聒噪的背景乐，而是潜意识里引擎启动的号角，宣告着“Gear Up for Freedom”的一天正式开启。

The first rays of morning light fall through the gaps in the buildings of Wuhan Tiandi and onto the roughly chiseled brick wall at the entrance of OOTB. This “industrial fossil”, frozen in time by varnish, shimmers in the morning light, like a silent garage, silently announcing the beginning of the cycling journey. Pushing the door, you can see that the door extends from your feet to the depths of the space – an axis of cultural permeability that leads to the customized workshop. Looking up, the morning light passes through the array of suspended carbon fiber frames, casting harsh and interlocking skeletal silhouettes on the floor and walls, like a knight’s square in full gear. In the air, the faint but clear sound of the transmission bites through the hidden sound system, not a noisy background music, but the subconscious horn of the engine starting, announcing the official start of the day of “Gear Up for Freedom”.

▼武汉店室内场景，interior scene for Wuhan store©yuuuunstudio & 夏珣

日间探索 · 器物与空间的私语

Daytime Exploration – Whispers of Artifacts and Space

行至空间中央，目光被环形副轴牵引。褪去厚重外套。指尖划过陈列的防风夹克，桦木板温润的哑光肌理带来熟悉的、犹如握把般的肌肤触感，恰到好处地中和了镀锌铝板货架边框的冷冽金属光泽——这是精密器械与血肉之躯的温柔对话。墙面上看似不经意的黑色喷漆标语，晕染的拓印边缘与粗粝砖纹共生，唤醒着车库文化里的原始不羁。调试装备的动作流畅自然，空间在此刻不再只是交易的容器，而是测试与信赖的伙伴。

Traveling to the center of the space, the eye is drawn by the circular secondary shaft. The heavy jacket is removed. Fingertips across the display of windproof jackets, birch board warm matte texture brings a familiar, as if the grip of the skin touch, just the right neutralization of galvanized aluminum shelves frame of the cold metal luster – this is precision instruments and flesh and blood of the gentle dialogue. The seemingly inadvertent black spray-painted slogans on the wall, the haloed topography edges and the coarse brick pattern are symbiotic, awakening the primitive uninhibited garage culture. The movement of debugging equipment is smooth and natural, and the space is no longer just a container for transaction, but a partner for testing and trust.

午后匠造 · 透明剧场的信仰

Afternoon Craft – Faith in Transparent Theater

深入空间，定制工坊区如同一座透明的机械圣殿。10mm超白玻外，目光追随着工程师精确调整一台碳纤维车架的身影。眼前没有隔阂，只有升降货架优雅地托举着半成品。指尖在旁边的互动升降触摸屏轻点，眼前立刻模拟出不同参数下车辆性能的细微差异——这既是科技前沿的“可触摸技术史”，亦是信任浇筑的桥梁。在这个“后台前置”的剧场里，等待不再枯燥，观看本身就是一场沉浸于工业美感与品牌实力的仪式，令人坚信每一件出自此地的装备，都烙印着精工与热爱。

Deep inside the space, the customization workshop area is a transparent mechanical temple, where the eyes follow the engineers adjusting a carbon fiber frame with precision outside the 10mm super white glass. There is no barrier between the eyes, only elevated racks elegantly holding semi-finished products. Tap your fingertip on the interactive touch screen, and the subtle differences in vehicle performance under different parameters are immediately simulated in front of your eyes – this is not only the “history of touchable technology” at the forefront of science and technology, but also a bridge of trust. It is also a bridge of trust. In this “backstage front” theater, waiting is no longer boring, and watching itself is a ceremony immersed in industrial beauty and brand strength, which makes people believe that every piece of equipment from this place is imprinted with precision work and love.

暮色归途 · 光影流转的余韵

Twilight Returns – The Afterglow of Light and Shadow

日影西斜，空间的光影也随之流转。轨道灯悄然切换：服饰区温暖的织物纹理光晕，被车架陈列区的光束接力。随着归来的骑行者步履移动，光影在明暗节奏间跳跃。即使身处商场喧闹公区，木丝吸音板高效地隔出了一方宁静的声岛。背景音里，轮胎碾过砾石特有的悉簌声清晰可辨，那是骑行记忆的ASMR回响，唤起对下一次驰骋的渴望。回望那堵时光斑驳的砖墙，暖光下的“未完成”天花管线依然交织，空间仿佛在低语：每一次结束，都是下一次骑行的序章。

As the sun’s shadow slopes to the west, the light and shadow of the space flows with it. The track lighting quietly switches: the warm textured glow of fabrics in the apparel area is succeeded by the beams of light in the frame display area. As the returning cyclists move, the light jumps between the rhythm of light and dark. Even in the noisy public area of the mall, the wood-wire acoustic panels efficiently isolate a quiet island of sound. In the background, the distinctive rustling sound of tires running over gravel is clearly discernible, which is the ASMR echo of cycling memories, arousing the desire for the next ride. Looking back at the time-dappled brick wall, the “unfinished” ceiling pipes still intertwine under the warm light, and the space seems to whisper: every end is the prelude to the next ride.

这便是OOTB的一天：

This is a day in the life of OOTB:

它不只是一间店铺，而是骑行精神的浓缩舞台。粗粝的工业考古质感与灵动的数字脉搏在此刻共生；模块化的骨架承载着商品、工坊、聚会的万千可能；透明开放的空间剧场，让冰冷的器械有了温度，让精密的工艺直抵人心。从砖墙的肌理，到升降的货架，再到地面的光迹、耳畔的胎噪……每一处设计都在低吟：骑行不止于脚下，它早已融入空间骨血。踏入OOTB，你并非过客，而是骑士归港，引擎暂歇后，精神仍在自由延伸——直至下一个黎明，下一段未知的轨迹。这便是骑行赋予生活的高光，也是OOTB为这份自由筑造的精神巢穴。

It is not just a store, but a condensed stage of cycling spirit. The coarse industrial archaeological texture and the dynamic digital pulse are symbiotic at this moment; the modular skeleton carries thousands of possibilities for commodities, workshops and gatherings; the transparent and open spatial theater gives temperature to the cold instruments, and lets the precise craftsmanship reach the heart. From the texture of the brick wall, to the lifting shelves, to the light traces on the ground, the tire noise in the ears …… every design is whispering: riding is not only under the feet, it has long been integrated into the bone and blood of the space. When you step into OOTB, you are not a passer-by, but a rider returning to the harbor, and after the engine rests, the spirit still extends freely – until the next dawn, the next unknown track. This is the highlight of life given by cycling, and also the spiritual nest OOTB builds for this freedom.