Alienware（外星人）三里屯店，北京/室内设计

Founded in 1996, it is an electronic technology brand of Dell Co., Ltd. Alien mainly sells game notebooks, desktops and related accessories. Its market positioning is high-end game computers and its service target is high-end consumers. Aliens also sell other video game accessories, such as keyboard, mouse and so on.

项目介绍

PROJECT INTRODUCTION

Alienware（外星人）在北京三里屯商务区开出了新的旗舰店，我们将250平方米的店铺划分为两个不同属性的空间，并定义了各自的功能。

Alien has opened a new flagship store in Sanlitun Business District of Beijing. We divide the 250 square meter store into two spaces with different attributes and define their functions.

项目解读

PROJECT INTERPRETATION

前端采用灰色和银色为主色调，营造科技感和清凉感，产品展示功能优先。其中一面墙上是北京地标建筑的城市剪影墙，是用1000多块废弃的电脑零件拼成的，强化了店铺的位置属性标签。

The front end adopts gray and silver as the main colors to create a sense of technology and coolness. The product display function is preferred. More than 1000 pieces of computer parts are used to enhance the location of the city landmark in Beijing.

在品牌信息“DEFY BOUNDARIES”下，我们将店铺分为两部分：前面的灰色部分专注于产品展示，后面的红色部分提供深入的产品体验和客户服务。这两个部分有着清晰的色彩界限，但墙上的展柜和吸顶灯打破了这个界限，体现了品牌愿意打破界限，挑战新领域的态度。我们在这家店里摆放了机器人手臂秀、北京城市剪影墙、电竞豆荚、LED大屏幕等，让消费者在体验产品的同时，也有机会感受品牌文化。

Under brand message “DEFY BOUNDARIES”, we divided the store into two parts: the gray part in the front that focus on product display and the red part at the back that provides in-depth product experience and customer service. These two parts have clear color boundary, but the showcases on the wall and the ceiling lamps break this boundary, which reflects the brand’s attitude of being willing to break boundaries and challenge new fields. We put in this store with robot arm show, city silhouette wall of Beijing, Gaming Pod, and big LED screen etc., so that consumers can not only experience the products, but also have the opportunity to feel the brand culture.

后面部分是一个完全由红色天花板、红色地板和红色墙壁包围的空间。它的主要功能是提供更深入的产品体验，同时也是交流的场所。消费者可以坐在游戏舱中，沉浸在游戏世界中。大的LED屏幕通常播放品牌视频，而隐藏在LED屏幕下的可移动椅子可以在活动时拉出来，将这部分空间变成演讲室、新产品发布会室或其他交流场所。

The back part is a space completely surrounded by red ceiling, red floor and red wall. Its main function is to provide more in-depth product experience and a place for communication. Consumers can sit in the game cabin and immerse themselves in the game world. The large LED screen usually plays brand videos, while the movable chair hidden under the LED screen can be pulled out during activities, turning this part of the space into a lecture room, a new product launch room or other communication places.

商店的深处是收银台服务、休息和产品DIY等区域。在DIY区，顾客有机会用触摸屏设计自己的手机外壳和鼠标垫。触摸屏旁边显示了已完成的DIY样品。休息区的墙壁上装饰着一个用海洋塑料废料制成的鲸鱼，因为目前Alienware的包装材料是使用海洋塑料等回收材料，所以我们用这个鲸鱼来展示品牌对环保的积极态度。

Deep inside the store are areas such as cashier service, rest and product DIY. In DIY area, customers have the opportunity to design their own mobile phone shell and mouse pad with touch screen. The completed DIY sample is displayed next to the touch screen. The wall of the rest area is decorated with a whale made of marine plastic waste. At present, Alienware's packaging materials are recycled materials such as marine plastic, so we use this whale to show the brand's positive attitude towards environmental protection.

店面的正面和背面被划分为两个功能完全不同的空间，有着清晰的色彩边界，而墙上的展柜和顶灯则打破了这一边界。在游走的同时，消费者从一个空间跨越到另一个空间，这也反映了品牌随时准备打破边界，挑战新领域的态度。

The front and back of the store are divided into two spaces with completely different functions, with a clear color boundary, which is broken by the display cabinets and ceiling lights on the wall. While wandering, consumers span from one space to another, which also reflects the brand's attitude of being ready to break boundaries and challenge new fields.