STAPLE上海旗舰店丨中国上海丨DAP设计在场

以”鸽子视角”构建双城叙事

A Dual-City Narrative Through the Eyes of the Pigeon

店铺设计理念将品牌标志“鸽子”拟人化为 “城市观察者”，引领顾客体验一场从纽约飞渡至上海弄堂的独特旅程。©Wen Studio

STAPLE自1997年起受到纽约街头文化与鸽子象征启发, 建立独树一格的街头穿搭美学，同时持续与时尚运动品牌联名创作，其不断突破挑战的理念深刻影响全球街头服饰潮流。

Founded in 1997, STAPLE has been rooted in New York’s street culture. Inspired by the pigeon—a symbol of resilience, adaptability, and grit—the brand has forged a distinctive streetwear aesthetic that defined by creativity, attitude, and collaboration. Its relentless pursuit of reinvention continues to influence global streetwear, bridging fashion, community, and cultural dialogue.

店铺门头以鲜艳粉色鸽爪形金属冲孔板装置，呈现强烈的视觉冲击。©Wen Studio

上海淮海中路STAPLE店铺作为纽约外的第一间店铺, 设计理念从品牌根源精神出发，将品牌标志“鸽子”拟人化为 “城市观察者”，引领顾客体验一场从纽约飞渡至上海弄堂的独特旅程。空间的设计愿景，在于融合纽约的都市张力与上海的文化肌理，借此建构出一个有别于传统零售框架的品牌体验场域。

Located on Shanghai’s Huaihai Middle Road, the brand’s first store outside New York extends this legacy through a design that echoes its core ethos. The space personifies the iconic pigeon as a “city observer,” guiding visitors through an immersive journey that links the alleyways of Shanghai with the street energy of New York. The vision is to blend New York’s urban tension with Shanghai’s rich cultural fabric, transforming retail into an experiential field where storytelling, community, and design converge.

宣言式入口与品牌典藏

A Statement Entrance and Brand Archive

栩栩如生的巨型鸽子冲破金属板俯瞰街头，构成极具震撼力的品牌记忆点。©Wen Studio

店铺入口致敬纽约旗舰店历史建筑的玻璃门头, 地面以嵌入红白灰马赛克拼贴的“淮海中路538”的地坪迎宾。©Wen Studio

店铺门头以鲜艳粉色鸽爪形金属冲孔板装置，呈现强烈的视觉冲击；一只栩栩如生的巨型鸽子从旁冲破金属板俯瞰街头，构成极具震撼力的品牌记忆点。鸽子裝置旁是致敬纽约旗舰店历史建筑的玻璃门头入口, 地面嵌入以红白灰马赛克拼贴的“淮海中路538”迎宾地坪。

店铺内入口旁的品牌典藏区，以回收木板与金属网构筑出粗犷的“鸽子屋”意象，并搭配纽约风格的脚手架结构，沉浸式地展现品牌近三十年的历史轨迹。

鸽子后方的休憩区配有粉色沙发与品牌符号的“鸽屎”地毯，为空间注入趣味互动性与社交分享的潜力。

A vivid pink perforated metal façade, patterned with claw-shaped apertures, delivers a striking visual signature. A giant pigeon sculpture bursts through the façade, overlooking the street and serving as a powerful brand landmark. Next to it, the glass shopfront pays homage to the architecture of the New York flagship, while the mosaic-tiled floor showcases the address, “538 Huaihai Middle Road.” Inside, the brand archive area utilizes reclaimed wood and metal mesh to evoke a raw “pigeon house” aesthetic, complemented by a New York-style scaffolding structure that chronicles nearly thirty years of brand history. Behind the pigeon installation, a cozy lounge furnished with pink sofas and a “pigeon poop” carpet injects amusing and encourages social interaction.

鸽子后方的休憩区配有粉色沙发与品牌符号的“鸽屎”地毯。©Wen Studio

鸽子雕塑细节©Wen Studio

动态零售区：鸽子视角下的城市肌理

Dynamic Retail Zone: The City’s Texture Through a Pigeon’s View

入口墙面采用纽约工地脚手架形式展示服饰, 其后方透出上海老民居的斑驳砖墙肌理。©Wen Studio

中央的活动展示桌由老木头搭建, 搭配金属冲孔板台面,强调新旧融合的肌理美感。©Wen Studio

主要零售区的设计以提供高度灵活性为原则，回应品牌不断求变的特质。入口墙面采用纽约工地脚手架形式展示服饰, 其后方透出上海老民居的斑驳砖墙肌理，构成一幅融合双城街头的城市意象。主墙面的设计灵感源自鸽子的广角视野，采用倾斜的暖灰色烤漆墙体，以此增强空间的透视感与动态感。墙体整合可调整的展示层板, 多样化呈现品牌图案丰富的T恤与鞋帽配件。中央展陈区设有可升降挂衣杆与活动展示道具，使空间使用弹性最大化。

Flexibility defines the main retail area, aligning with the brand’s adaptive character. The entrance wall uses New York scaffolding to present apparel, backed by the patinated brick of Shanghai’s old dwellings—a harmonious union of two city streets. Inspired by the pigeon’s broad view, the key wall inclines in warm grey lacquer, deepening space and suggesting movement. Adjustable shelves integrate seamlessly, displaying STAPLE’s patterned T-shirts, shoes, and accessories. In the center, rising rods and movable fixtures ensure utmost versatility.

材质叙事与文化致敬

Material Storytelling and Cultural Tribute

空间主要材质运用纽约城市中常见的水泥肌理；局部墙面点缀纽约街头斑驳的广告涂鸦撕纸，水磨石地面夹杂呼应品牌色的红色碎石, 为中性简洁的空间注入街头活力。

Materials evoke New York’s concrete simplicity, with walls touched by faded posters and graffiti, bringing subtle urban energy. Terrazzo floors incorporate red fragments that recall STAPLE’s palette, adding restrained vitality to the minimal whole.

主要零售区以提供高度灵活性为原则，回应品牌不断求变的特质。©Wen Studio

店铺内入口旁的品牌典藏区，以回收木板与金属网构筑出粗犷的“鸽子屋”意象。©Wen Studio

在活动展陈上，固定式层架的背板选用回收瓶盖制成的再生板材，为工业风格基调增添丰富的城市肌理层次；中央的活动展示桌由老木头搭建, 搭配金属冲孔板台面, 再次强调新旧融合的肌理美感；纽约旗舰店标志性的红色历史柱头，于此被重塑为展示台，不仅是对品牌根源的致敬，也强化叙事张力与陈列的现代感。

Recycled panels made from bottle caps are the backdrop of the fixed display shelves, adding tactile richness to the industrial aesthetic. At the center, reclaimed wood and perforated metal tables highlight the seamless blend of old and new. The iconic red column from STAPLE’s New York flagship reinterpreted as a sculptural display pedestal—a tribute to the brand’s origin and a modern expression of its narrative spirit.

反转视角的沉浸式体验

An Immersive Experience from a Reversed Perspective

隐藏于倾斜墙体内的试衣间，以「反转的鸽子视角」为灵感，让试衣成为都市探索体验。©Wen Studio

隐藏于倾斜墙体内的试衣间，以「反转的鸽子视角」为灵感，让试衣成为了都市探索体验。运用金属网天花、灯管与鸽子装置，让顾客彷佛进入俯视城市高空的视角。

Nestled behind the angled walls, the fitting rooms reinterpret the pigeon’s reversed view, turning the act of trying on clothes into a moment of urban exploration. Metal mesh ceilings, exposed lighting tube, and pigeon installations immerse visitors in a bird’s-eye perspective of the city.

运用金属网天花、灯管与鸽子装置，让顾客彷佛进入俯视城市高空的视角。 ©Wen Studio

小试衣间在老木头墙面的包围下，以鲜艳的粉色地毯营造出游走于复古情怀与街头前卫间的氛围。©Wen Studio

主要试衣间演绎了城市高空的鸽子屋意象。地面嵌入循环播放纽约与上海城市空景的LED屏幕，让顾客在试衣过程中，体验化身为鸽子穿越双城的趣味体验。小试衣间则回归经典鸽子屋的亲密尺度，在老木头墙面的包围下，以鲜艳的粉色地毯营造出游走于复古情怀与街头前卫之间的氛围。

The main fitting room evokes the feeling of a high-altitude pigeon house, with LED screens embedded in the floor continuously looping skyline footage from both New York and Shanghai—allowing guests to experience the sensation of soaring between two cities. The smaller fitting room, on the other hand, returns to the intimacy of a classic pigeon loft. Enveloped by reclaimed wood walls and vivid pink carpeting, it strikes a balance between nostalgic warmth and street-edge energy.

温馨的“鸽子屋”角落

The Cozy “Pigeon House” Corner

收银区整合于店铺后方倾斜墙面内，以彩色马赛克悬浮式柜台搭配回收老木头背景墙，烘托出温暖亲昵的“鸽子屋”氛围。©Wen Studio

收银区整合于店铺后方倾斜墙面内，以彩色马赛克悬浮式柜台搭配回收老木头背景墙，烘托出温暖亲昵的“鸽子屋”氛围。墙角处栖息着专为此项目打造的半透明鸽子灯，为空间增添趣味亮点。

The POS area incorporated at the back angledwall, featuring a suspended counter in vivid mosaic with reclaimed wood backdrop, enhances the intimate atmosphere. Perching in the corner, a translucent pigeon lamp—crafted for this space—introduces a playful, poetic touch.

跨城文化下的品牌空间重构

Reconstructing Brand Space Through Cross-Cultural Dialogue

细节：店内展架致敬纽约工地脚手架 ©Wen Studio

改造前：场地外立面

改造前：原有建筑墙体留存的历史肌理

鸽子装置细节©acrostar

本项目以叙事作为空间的核心价值，将商业空间转化为富有意义的互动性场域，引导顾客从旁观者变为叙事中的城市观察者，从而与品牌建立更深刻的连结。

Narrative forms the heart of this project, transforming the retail environment into an interactive and meaningful space that guides visitors from bystanders into urban observers within the story, thereby forging a deeper connection with the brand.

平面图

运用纽约脚手架与上海回收老木头等象征元素，设计团队以沉浸式的零售空间体验述说品牌与双城文化的关系，并藉由再生板材等永续性思考，呼应品牌对于环境永续的承诺。

Leveraging symbolic elements like New York scaffolding and reclaimed Shanghai wood, the design crafts an immersive retail narrative that connects the brand to its dual-city culture. This commitment to renewal and responsible creation is further realized through sustainable materials, including recycled panels.

STAPLE上海旗舰店将品牌核心精神从产品销售，延伸至文化传递与社群链接的建立，重新探讨街头时尚可以如何串连城市、人群以及跨领域的思维。

Ultimately, the Shanghai flagship extends the brand’s values beyond retail—bridging product, culture, and community, and redefining how streetwear can connect cities, people, and ideas across borders.

项目信息：

项目名称：STAPLE上海旗舰店

项目地点：中国，上海

设计时间（起迄年月）：2025年3月 – 2025年7月

建设时间（起迄年月）：2025年7月 – 2025年10月

建筑面积：190平方米

设计范围：店铺外立面与室内设计

功能：零售店铺

设计团队：DAP设计在场

业主： 斯德璞（上海）商贸有限公司

摄影师：Wen Studio

材料品牌

塑料再生板材: 塑愈

回收旧木: 臻藏古木

拼贴马赛克: 上海吴格建材有限公司

合作方

灯光顾问：TOUTOU灯光设计工作室

施工方：上海宣克建筑装饰工程有限公司

鸽子装置艺术家：北京星之桥文化科技有限公司

Project Name：STAPLE Shanghai Flagship Store

Project location: Shanghai, China

Design Date: 2025/03 – 2025/07

Construction Date: 2025/07 – 2025/10

Gross Built Area: 190 ㎡

Design Scope: Shopfront and Interior Design

Programs: Retail Store

Design Team: DESIGN AT PRESENT

Clients: STAPLE

Photographer: Wen Studio

Material

Recycled Plastic Panels: RePlasTerial

Reclaimed Wood: Shanghai Zhencang Decoration Co., Ltd.

Mosaic Tile: Shanghai Wuge Building Materials Co., Ltd.

Partners

Lighting Consultant: TOUTOU Lighting Design Studio

Contractor: Shanghai SK

Pigeon Sculpture Artist: Beijing Acrostar Culture Technology Co., Ltd.