花西子全球首家旗舰店：东方美学，浙江/室内

2023-03-10 13:50:57室内设计,综合商业,室内设计 , 现代风格

项目标签

项目名称

花西子全球首家旗舰店：东方美学

文章分类

室内设计-综合商业

项目地址

浙江

项目规模

1200平方米

设计单位

leaping creative 立品设计

设计师

郑铮

“东方美学”一词随着新消费品牌和消费人群的更迭不断被赋新。品牌希望向用户呈现更完整的品牌形象，对东方文化的演绎从产品包装视觉组合，逐渐走向更深层多元的价值融合，而线下门店为这种融合提供了模式创新的可能性。

The term "Oriental aesthetics" has been renewed with the change of new consumer brands and consumer groups. The brand hopes to present a more complete brand image to users. The interpretation of Oriental culture gradually moves from the visual combination of product packaging to a deeper and diversified value integration, and offline stores provide the possibility of mode innovation for this integration.

在立品参与设计的花西子「隐园」全球首家线下旗舰店中，立品利用其擅长的「体验场景」设计手法进行体验规划，负责空间、互动装置及整体陈列道具的设计，与花西子多个部门形成共创团队，围绕品牌基因里的东方文化属性，在空间中实现了新零售与东方美学核心内容——“形”与“韵”结合的创新表达。

In Huaxizi "Hidden Garden", the first offline flagship store in the world that Lipin participated in designing, Lipin used its good design technique of "experience scene" to carry out experience planning, responsible for the design of space, interactive devices and overall display props, and formed a co-creation team with various departments of Huaxizi, focusing on the Oriental cultural attributes in the brand gene. In the space, new retail and the core content of Oriental aesthetics -- the combination of "form" and "rhyme" innovative expression is realized.

策略思考

如何通过探索新的东方美学空间形式打造市场差异化？

新零售美妆空间加入“体验场景”，如何平衡模块之间的关系，实现功能上的“虚实”与概念“虚实”的统一？

如何营造空间话题性，帮助品牌出圈？

Strategic thinking

How to create market differentiation by exploring new Oriental aesthetic space forms?

"Experience scene" is added to the new retail beauty space. How to balance the relationship between modules and realize the unity of "virtual and real" in function and concept?

How to create space topic, help the brand out of the circle?

空间形式的差异化

线上品牌希望借助线下空间表达具体的品牌价值和形象，与用户形成更深度连接。「园林式设计」成为大多数品牌线下空间表达东方情愫的基本框架。然而，传统园林的形和韵除了极简和诗意，还能以何种形态作用于新零售空间？

立品希望在极简和极繁之间找到一种平衡，打造既能传达东方典雅韵味，又能符合年轻消费人群审美的新零售空间，同时融入「体验场景」，帮助花西子塑造具有差异化的线下门店形象。

The differentiation of space form

Online brands hope to use offline space to express specific brand values and images, and form deeper connections with users. "Garden design" has become the basic framework for most brands to express the Oriental sentiment in their offline space. However, in addition to minimalism and poetry, the form and rhyme of traditional garden can also act on the new retail space in what form?

Lipin hopes to find a balance between minimality and complexity, create a new retail space that can convey Oriental elegance and meet the aesthetic requirements of young consumers, and integrate "experience scene" to help Huaxizi build a differentiated offline store image.

品牌超级符号的转译

花西子「隐园」坐落在杭州西湖畔，立品设计与花西子团队共创，基于品牌基因里的中国传统园林背景，打造一个大隐于市的新零售空间。

The translation of brand super symbol

Huaxizi "Hidden Garden" is located by the West Lake of Hangzhou. Lipin Design is co-created with Huaxizi team to create a new retail space hidden in the city based on the background of traditional Chinese garden in the brand gene.

花西子的黛色取自传统画眉矿石颜料，品牌LOGO则提取自中国园林轩窗，品牌视觉符号“并蒂莲”寓意古今双生，这些元素成为空间设计的凝聚点和发散点。

在和品牌设计团队不断共创的过程中，立品对这些元素进行筛选和转译，生成空间底色和设计语言。品牌符号被转译后应用于空间的里外显隐之间，与品牌视觉脉络相承。

门店形象墙设计提取品牌四种花型轩窗，通过精细手法对图案进行组合，利用穿孔板的材料特点，为室内引入自然光线，在均质墙面上巧妙地形成若隐若现的水墨画效果，中国山水的人文精神被藏匿其中，与西湖美景遥相呼应。

The color of Huaxizi comes from the traditional thrush ore pigment, the brand LOGO is extracted from the Chinese garden window, the brand visual symbol "and Tilian" meaning the ancient and modern twin, these elements become the cohesion and divergence point of space design.

In the process of continuous co-creation with the brand design team, Lipin screens and translates these elements to generate space background color and design language. Brand symbols are translated and applied in the space between the inside and the outside, which is consistent with the brand visual context.

The image wall design of the store extracts four kinds of flower window of the brand, combines the patterns through fine techniques, uses the material characteristics of the perforated board to introduce natural light into the interior, and forms the indistinct ink painting effect on the homogeneous wall cleverly. The humanistic spirit of Chinese landscape is hidden in it, echoing the beauty of the West Lake.

立品从品牌视觉中提取花西子标志性的轩窗LOGO，通过现代语言进行转译，立体化和单元化后生成门店陈列道具和空间中的不同造型细节，这些轩窗元素的转译和创新，统一了空间功能和审美，构建起强烈的品牌记忆点。

Lipin extracts Huaxizi's iconic Xuan window LOGO from the brand vision, translates it through modern language, and generates display props and different modeling details in the space after three-dimensional and unitized. The translation and innovation of these xuan window elements unify the space function and aesthetics, and build a strong brand memory point.

空间气质延续产品独特的中国式浪漫，陈列道具根据产品类型进行精细设计，可满足不同系列妆容和产品展示需求，如二十四节气妆容以及专为杭州打造的城市限定系列产品展示。

立品在前期对材料进行了反复的测试，最终选择可塑性较强的树脂玻璃与轩窗图案组合，使空间主材尽可能通透时尚且不失东方典雅。极简纯白的空间底色犹如设计团队的创作卷轴，品牌黛色在空间中的错落应用，让品牌气质跃然纸上。

The space temperament continues the unique Chinese romance of the products. The display props are finely designed according to the product type, which can meet the needs of different series of makeup and product display, such as the 24 Solar Terms makeup and the urban limited series product display specially created for Hangzhou.

Lipin carried out repeated tests on the material in the early stage, and finally chose the combination of resin glass and xuan window pattern with strong plasticity, so that the main material of the space is as transparent as possible and does not lose the Oriental elegance. The very simple and pure white space background color is like the creation scroll of the design team. The scattered application of brand color in the space makes the brand temperament appear on the paper.

“形”的生成与“韵”的营造

设计团队将中国传统园林的造园手法“内庭外院”，根据现有空间和使用需求重新演化成“上庭下院”的两层布局，下院热闹布局零售和交互功能空间，上庭宁静强调更为私密的用户体验，提供定制化服务，两层空间通过一条蜿蜒而上的“曲径”旋转楼梯连接。

The generation of "form" and the construction of "rhyme"

The design team reevolved the traditional Chinese garden construction technique of "inner court and outer court" into a two-story layout of "upper court and lower house" according to the existing space and use needs. The lower house is lively layout of retail and interactive functional space, while the upper court is quiet emphasizing more private user experience and providing customized services. The two floors are connected by a winding "winding path" spiral staircase.

空间布局确定后，中国园林的“形”就生成了，接下来就是“韵”的营造。

中国园林的“韵”在「隐园」中，被解构成“水光潋滟晴方好，山色空蒙雨亦奇”的东方韵味，立品设计将东方审美里的“韵”结合西湖意境，生成空间的氛围调性，不同功能区域与体验场景之间相互交织，轻描出一幅移步异景的“西子游园图”。

After the spatial layout is determined, the "shape" of Chinese garden is generated, followed by the construction of "rhyme".

The "rhyme" of Chinese garden in the "Hidden garden", has been explained to form the Oriental charm of "the billowy sunny square is good, the empty mountain scenery is also strange". Lipin design will combine the "rhyme" of the Oriental aesthetic with the artistic conception of the West Lake, generating the atmosphere of the space tonality, the interweaving of different functional areas and experience scenes, lightly describing a moving and different scenery "West Garden map".

叙事性体验

立品设计把观赏、交互、上妆体验加入到单一的零售业态中，以体验为核心实现新零售空间内容的创新。体验路径与“西子游园图”结合，形成功能模块虚实交织、设计元素古今融合、上庭下院动静分区、氛围灯光明暗交替的体验场景，实现中国传统园林意向与现代生活灵感场景的虚实融合。

从临街进入走廊开始，叙事性体验就已生成。走廊作为体验的“序”，帮助用户实现情绪的过渡转换。

Narrative experience

Lipin design adds the experience of viewing, interaction and makeup to a single retail format, and realizes the innovation of new retail space content with experience as the core. The experience path is combined with the "Xizi Garden Map" to form an experience scene of functional modules interweaving virtual-real, integrating ancient and modern design elements, dynamic and dynamic zones of the upper and lower chambers, and alternating light and shade of atmospheric lighting, realizing the fusion of the intention of traditional Chinese garden and the inspiration scene of modern life.

From the beginning of the street into the corridor, the narrative experience has been generated. As the "order" of experience, corridor helps users realize the transition of emotions.

进入室内空间，先抵达以百子柜为灵感的西子花房，这里是西子研究“以花养妆”的作坊。基于叙事文本，西子在这里通过萃取装置提炼东方养肤精髓，收集四季鲜花将花凝制作成美妆产品。

矩阵式百子柜成为空间视觉焦点，与旋转楼梯形成一刚一柔的对比和张力，亦成为年轻人的打卡之地，帮助品牌门店在网络上出圈。

Entering the interior space, we first arrive at the Xizi Greenhouse inspired by the hundred cabinets. Here is the workshop where Xizi studies "raising makeup with flowers". Based on the narrative text, Xizi extracts the essence of Oriental skin care through the extraction device here, and collects flowers in the four seasons to make beauty products.

Matrix hundred cabinets become the visual focus of space, forming a contrast and tension between a rigid and a soft staircase, and also become a place for young people to punch in, helping brand stores to get out of the circle on the Internet.

▼萃取装置效果图，Extraction device effect picture

▼萃取装置实景图，Extraction device real picture

▼西子花房及零售区，West garden and retail area

沿着曲径而上，一幅具有东方韵味的画卷随着西子在园中的不断寻觅而徐徐展开。

Along the winding path, a scroll with oriental charm unfolded slowly as Xizi continued to search in the garden.

▼游园画卷随着西子在空间的寻觅徐徐展开，The garden scroll unfolds slowly with Xizi's search in space

在“上庭下院”的布局中，“上庭”更为私密且注重用户体验，空间氛围也从明亮现代逐渐转入宁静典雅，打造西子邀请友人进行东方彩妆体验，雅集共赏之地。二层主要布局珠宝高定区，产品定制体验区、彩妆体验区以及用于举办会员活动的沉浸式剧场。

In the layout of the "Upper Court and lower house", the "upper court" is more private and focuses on user experience. The space atmosphere has gradually changed from bright and modern to quiet and elegant, creating a place where the west invites friends to have Oriental makeup experience, and where the elegance and elegance are shared. On the second floor, the main layout is jewelry area, product customization experience area, makeup experience area and immersive theater for member activities.

▼珠宝高定区，Jewelry high zone

二层空间中的弧形墙面灵感来自花西子品牌名中“花”的笔画，立体化后结合中国传统屏风形态生成弧形曲面，成为空间墙体和陈列隔断设计语言。

The curved wall on the second floor is inspired by the stroke of "flower" in the brand name of Huaxizi. After three-dimensional, the curved surface is generated by combining the form of traditional Chinese screen, which becomes the design language of space wall and display partition.

▼以现代设计语言赋予东方传统元素新的形式和审美，The modern design language gives the Oriental traditional elements a new form and aesthetic

▼闻香体验区，Smell experience area

▼妆奁展示，Ornament display

▼产品定制区，Product customization area

▼沉浸式剧场可举办会员活动，The immersive theater can host member activities

在体验路径的末端，立品设计又将用户引入一个留白空间，透过镂空花窗引入室外自然景象，空间模块一虚一实，一静一动。

At the end of the experience path, Lipin design leads the user into a blank space and introduces the outdoor natural scene through the hollowed out flower window. The space modules are one virtual, one real, and one quiet.