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Durasport零售商店燈光設計

2019-05-31    

來源:谷德設計網

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導語: 本項目位于新加坡最新的購物中心——由Safdie Architects所設計的地標性建筑星耀樟宜機場(Jewel Changi Airport)內,于2019年4月17日正式對公眾開放。這是一個室內設計和平面設計項目,由建筑事務所Ministry of Design負責完成,旨在通過設計一家名為Durasport的體驗式兼沉浸式的超高性能的運動商店,打造一個全新的市場品牌。

本項目位于新加坡最新的購物中心——由Safdie Architects所設計的地標性建筑星耀樟宜機場(Jewel Changi Airport)內,于2019年4月17日正式對公眾開放。這是一個室內設計和平面設計項目,由建筑事務所Ministry of Design負責完成,旨在通過設計一家名為Durasport的體驗式兼沉浸式的超高性能的運動商店,打造一個全新的市場品牌。

Officially open to the public from 17 April 2019, located in the newest mall in Singapore: the iconic Jewel Changi Airport by Safdie Architects, we, Ministry of Design, created a new-to-market brand, designed the interiors and graphics for an experiential and immersive ultra-performance sports store named “Durasport”.

▼商店全景,overview of the store

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Durasport運動商店的立面設計極具動感,表現出一種活躍的、超高性能的運動感。在構造上,建筑師采用高級的不銹鋼作為主要的空間材料,并將它們以一種規整且極具結合力的方式進行整合:這也是建筑師在有意參考和模擬實驗室中的研發環境,也意味著極具創新性和高性能的產品將在該環境中被研發出來。此外,建筑師還為Durasport運動商店中4個主要體育項目的各種商品特意定制設計了一個展覽系統,從而在整個產品和尺碼的層面范圍內提供更大的靈活性。置物架、貨架和支架被嵌入展示墻內或置于墻體之外,并作為框架,從而形成了一個整合的LED照明系統。

Durasport’s facade is designed to appear as if in dynamic motion, conveying a sense of active, ultra-high performance sporting activities. Tectonically, high-grade stainless steel is used in a disciplined and cohesive manner as the primary spatial material: an intentional reference to the typical laboratory R&D (research & development) environment in which the store’s innovative and high performance products would have been developed. Specially designed to showcase Durasport’s varied merchandise across 4 key sports, the customized display system allows for extended flexibility across the product & size range. Shelves, racks or holders clip in and out of notched display walls and incorporate an integrated LED lighting system.

▼商店入口全景,立面設計極具動感,采用不銹鋼作為主要的空間材料,overview of the entrance, the?facade is?designed to appear as if in dynamic motion and the high-grade stainless steel is used

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Durasport運動商店著眼于“超性能”運動愛好者群體,這是一個正在迅速發展但相對來講尚未被開發的細分市場,因此,Durasport運動商店為自行車運動愛好者、滑雪愛好者、登山愛好者和鐵人三項運動愛好者等提供了一系列可以親自體驗的空間,讓他們能夠在購買運動服和裝備前能夠試穿和體驗一下。

Targeting a growing but relatively untapped market segment: the ‘ultra-performance’ athlete & sporting enthusiast, Durasport provides hands-on experiential zones for serious cyclists, skiers, climbers and triathletes, allowing them to sample and test the sportswear or equipment before they purchase them.

▼商店功能分區,zoning diagram of the store

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商店內的展品由建筑事務所Ministry of Design和客戶共同策劃,包括了世界上第一輛石墨烯自行車(一種比紙的重量還輕、但在強度上超過鋼材200倍的自行車架,由英國的自行車廠商Dassi發明)、由英國人研發的世界上最輕的折疊自行車——蜂鳥(Hummingbird)、來自意大利DL KILLER品牌的可通過熱學效益來成型的定制自行車運動鞋、由英國Zone3品牌提供的可最大限度減少拉伸阻力和增加靈活性的防水服、來自意大利DYNAFIT品牌的可增加上下坡靈活性的可調節高山滑雪靴、以及來自德國Ameo品牌的電力呼吸器等,該呼吸器可以幫助游泳者節省在比賽中一次來回所需之時間。

Products were co-curated by MOD and the client, and include the world’s first graphene bicycle (i.e. a form of carbon that’s lighter than paper but 200 times stronger than steel, by Dassi, UK), the world’s lightest folding bicycle (Hummingbird, UK), heat-mouldable customized cycling shoes (DL KILLER, Italy), wet suits which minimize stretch resistance and maximise flexibility (Zone3, UK), adjustable alpine ski boots that provide flexibility for scaling uphill slopes and rigidity for downhill skiing (DYNAFIT, Italy) and a power breather for swimmers (Ameo, Germany) which enhances lap times.

▼商店局部和展覽空間,采用由不銹鋼管圍合而成的圓形展覽系統,partial interior view and the circular exhibition space that is defined by stainless steel

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▼商店局部和展覽空間,商店墻面還采用三角形的元素,the circular exhibition space and partial interior view of the store with triangular element on the wall

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運動員們不僅可以在同一家店購買到這些可以提升運動體驗的超性能裝備,還能夠在商店的5個模擬器中進行實景操作和體驗,值得一提的是,這5個模擬器也是新加坡的首批實景體驗式模擬裝置。

1. “360°全景滑雪體驗器(Pro Ski 360 Simulator)”模擬器裝置是新加坡的首個能夠使體驗者完全身臨其境的滑雪模擬器,該裝置設有虛擬的下坡滑道(Downhill)、自由滑道(Freeride)和平行障礙滑道(Slalom)等選項,體驗者可自行選擇。穿上Dynafit滑雪靴,體驗者便可以開始體驗之旅,看看自己是否能夠打破記錄。

2. “自由登山者(Freedom Climber)”是一個室內互動性非機動攀巖墻,也是新加坡的首例,該體驗裝置帶有可旋轉表面,體驗者只需穿上登山鞋,就可以在沒有任何高度危險的情況下感受到登山的樂趣。

3. “魔鏡(Magic Mirror)”是Durasport運動商店中的一個特色,體驗者不用親自穿上滑雪服,只需直接站在鏡面裝置前,便可以進行“試穿”,還可以通過電子郵件將“試穿”的照片發送給自己。

4. 在“Vasa游泳體驗儀(Vasa Swim Trainer Pro)”的訓練臺上,顧客們不僅可以對Zone3品牌的防寒泳衣進行實景體驗和測試,還能夠大秀一把自己矯健的泳姿和過硬的技術。

5. 在“Nero Elite互動裝置(Nero Elite Interactive)”的自行車訓練帶上,顧客們可以體驗這個價值30,000新元的Dassi自行車,值得一提的是,這個互動裝置,也是新加坡的首例。

▼滑雪體驗區,設有“360°全景滑雪體驗器”,arctic immersive zone with?“Pro Ski 360 Simulator”

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▼滑雪體驗區細節,details of the?arctic immersive zone

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Not only can athletes purchase these ultra-performance gear all in one place to “up their game”, they can also test them in the store, using 5 simulators in the store, all of which are firsts in Singapore.

1. First in Singapore to carry this, Durasport features “Pro Ski 360 Simulator”, a completely immersive ski simulator featuring Downhill mythical slopes, Freeride, and Slalom (Parallel) ski options. Strap on the Dynafit ski boots and see if you can beat the fastest time logged.

2. Also a first in Singapore, the “Freedom Climber” is an indoor interactive non-motorized climbing wall with a rotating surface to simulate climbing without height risks, test your climbing shoes here!

3. Exclusive to Durasport, the “Magic Mirror” allows customers to “try on” ski clothing and email photos to themselves, without physically putting on the ski outfits.

4. Test the flexibility of the Zone3 wetsuit and your stroke technique on the the “Vasa Swim Trainer Pro” swim bench.

5. Another first in Singapore, you can test the S$30,000 Dassi bicycle on the “Nero Elite Interactive” cycling trainer rollers.

▼登山體驗空間,設有“自由登山者”模擬裝置,the climb immersive zone?with “Freedom Climber”

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Durasport運動商店是建筑事務所Ministry of Design為客戶Durasafe所設計的第二個項目,在本項目中,建筑師提出的問題是:如何在21世紀中創建一個實體運動商店?要知道,在新加坡這樣的國家中,零售市場已經非常成熟了,網店也越來越普遍,更為重要的一點是,市面上已經有很多老牌的多品牌體育用品商店了,為此,建筑師對體育用品市場和客戶現有的品牌和商品庫存進行了詳細的調研,最終明確出一個細分的市場——“超性能”運動愛好者群體,且目前來看,這個細分市場尚未完全開發。一旦明確了這些關鍵性的定位和品牌決策,同時有品牌和產品作為參考,建筑師便有了設計的方向,從而進行一系列與用戶體驗、空間規劃、3D探索形式、材料和照明設施、展示系統、品牌名稱、品牌標志和周邊、以及總體視覺效果等相關的設計。

Durasport is the 2nd store we’ve designed for our client Durasafe, and the question we asked is, ‘How do we make a brick and mortar sports store relevant in the 21st century?’ In a mature retail market like Singapore where online shopping is prevalent and there is no shortage of established multi-label sports stores, we analysed the sporting goods market as well as our client’s existing brand and product inventory, and eventually identified a market segment that at present remains relatively untapped: the ‘ultra-performance’ athlete & sporting enthusiast. Once these critical positioning and brand decisions were made, they became the project’s “North Star”, referred to and applied downstream to the choice of brands and products to carry, user experience journey, spatial planning, 3D form exploration, material and lighting selection, display system design, brand name, logo and collaterals, and overarching visual identity.

▼“魔鏡”裝置體驗區,可直接站在鏡面裝置前進行“試穿”,the “Magic Mirror”,??customers?can “try on” ski clothing without physically putting on the ski outfits

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▼自行車運動體驗空間,設有“Nero Elite互動裝置”,cycle immersive zone with “Nero Elite Interactive”

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▼自行車運動體驗空間細節,details of the?cycle immersive zone

▼展覽空間細節,details of the display space

值得一提的是,店內體驗的關鍵在于三個階段的零售策略,即以“激發、沉浸和(隨后)說服客戶”來完善空間體驗。為了完善Durasport運動商店的整體品牌體驗,建筑事務所Ministry of Design還構思了品牌名稱,并為其設計了品牌LOGO和一系列周邊產品如手提袋、名片、信箋、信封和內部標志等,以反映和傳達品牌的基本品質:活力、創新和超高的運動性能等。

Key to the in-store experience is a 3-stage retail strategy to ‘excite, immerse and (subsequently) convince’ the customer. Rounding off Durasport’s holistic brand experience, MOD has also conceived the brand name, and designed the logo and collaterals such as the carrier bags, name cards, letterheads, envelopes, and internal signage to reflect the brand’s essential qualities: dynamism, innovation and ultra-high sporting performance.

▼建筑師設計的商店周邊商品,the?collaterals of the store designed by architects

▼平面布置圖,layout plan

標簽:零售店  運動  燈光設計  照明設計  

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