MINGSI@蟠龙天地◎2023 年 4 月 29 日，位于上海的超大型城市改造项目“蟠龙天地”正式开业。TOPOS & MEEM 联合设计的 MINGSI 主力店也在这座都市古镇中正式对外营业，并创造了日营业额破 8 万的销售记录。

On April 29th, 2023, the mega urban renovation project "Panlong Tiandi" officially opened in Shanghai. MINGSI flagship store, designed by TOPOS & MEEM, also opened its doors in this urbanized ancient town, creating a record-breaking daily sale of over RMB 80,000.

▼室内，Interior © Kelvin Li

MINGSI，品牌进化论

MINGSI, Theory of Brand Evolution

品牌主理人 Lee 在去年初就筹划在上海青浦的蟠龙天地开设门店，这将是一次品牌露出的绝佳机遇。然而，由于偏远的地理位置和崭新的商业类型，他同时也非常担心业绩，我们开始思考品牌基因在开放式街区的进化形态。

Lee, the brand founder, had planned to open a store in Panlong Tiandi since early last year. It was an excellent opportunity for the brand exposure. However, due to its remote location and a new type of commercial complex, he was also concerned about its sales performance. We began to contemplate the evolutionary form of the brand’s DNA in open street blocks.

MINGSI 是一个不断挑战常识的“进行时”品牌。如果品牌一致性（Brand Consistency）是一种常识，千店千面则是对常识的挑战。这是我们与 MINGSI 合作的第三年：2021 年，MINGSI 是卡尔维诺书中，一座座看不见的城市；2022 年，MINGSI 是博尔赫斯笔下，一个个小径分叉的花园；2023 年伊始，源自古典精神的新典雅主义成为 MINGSI 在后疫情时代的空间宣言。

MINGSI is an ever-evolving "ongoing" brand. If brand consistency is a common sense, then having a unique face for every store challenges that norm. This is our third year of collaboration with MINGSI: in 2021, MINGSI was the invisible cities from Italo Calvino’s novels; in 2022, MINGSI was the garden of forking paths from Jorge Luis Borges’ tales; and in the beginning of 2023, the neo-formalism originally from the classical spirit in architecture became MINGSI’s spatial manifesto in the post-pandemic era.

在设计中寻找治愈感（looking for a sense of healing in design），是 TOPOS & MEEM 为 MINGSI 定义的品牌态度。基于“温暖，不止于家”的品牌内核，我们希望 MINGSI HOUSE 能够在不同的时空和场所，营造出似曾相识并具有温度的诗意场景。“

Looking a sense of healing in design” is the brand attitude defined by TOPOS & MEEM for MINGSI. Based on the brand’s core value of “More Than Living”, we aimed to create the sense of déjà vu and poetic scenes in each different time and space through MINGSI HOUSE.

▼看不见的城市，Invisible Cities © TOPOS DESIGN

▼小径分岔的花园，the Garden of Forking Paths © TOPOS DESIGN