天华·易筑丨上海一典珠宝店:空间设计助力品牌革新

原创 天华·易筑 TIANHUA 天华 易筑

上海,品牌云集。小众珠宝品牌需要从激烈的竞争中突出重围,多方位思考必不可少。在实体店经营愈加艰难的当下,门店设计受到经营者的重点关注。门店调性形成引力外核,产品创意凝聚内核,双核互推吸引顾客关注。


Shanghai is the centre of top jewelry brands. Designers need to differentiate themselves from every angle. Store design is a focus of brand owners, especially in light of the increasingly challenging reta



il market. Customers’ attention is drawn by two layers: the outer layer of store design, and the inner core of product design.

图片©天华易筑设计貳所

 

图片©华易筑设计貳所

延续场地经典剧院元素

GRACE GENERATION FINE JEWELRY位于浦东小陆家嘴核心区域的华润时代广场,这座被誉为具有“世界性的设计”的改造建筑,由日本设计师佐藤大倾力完成。延续商场经典剧院元素,珠宝店运用弧形拱门搭配极富张力的星空蓝塑造门头,吸引现代年轻女性的关注。与传统珠宝店低调、规矩的设计风格相去甚远,整体营造出艺术摩登的氛围。


Grace generation fine jewelry is located at CR Times Square, in the centre area of XiaoLuJiaZui in Pudong. A world class piece, this new renovated building was designed by Dai Sato’s Nendo Studio. Following the classic theater elements of the mall, the jewelry store uses arch and star blue to shape the door head, attracting the attention of modern young women. Different from the low-key and regular design style of traditional jewelry stores, it creates a modern artistic atmosphere as a whole.

图片©华易筑设计貳所

 图片©华易筑设计貳所

图片©华易筑设计貳所

图片©华易筑设计貳所

 图片©华易筑设计貳所

走进店铺空间,弧形拱门与幕帘装饰搭配组合,剧院元素由外至内不断舒展。整个场地面积仅30㎡,呈矩形架构。天华室内设计贰所结合场地长线条的特征,汲取“街道”的曲折感于平面布局中,将空间中的弱势消解。不同功能区域交错布置,*大程度上兼顾观赏、佩戴和休息的空间。


The combination of arch and curtain decoration of the store extends the theatre design of the mall inside. The whole site area is only 30 ㎡, in a rectangular plan. Tianhua Interior Design Department II uses the characteristics of long lines of the site, puts the twists and turns of the "street" in the plan layout, and minimizes the weakness of the space. Different functional areas are arranged in a staggered way to provide space for viewing, wearing and resting space to the greatest extent.

分析图©华易筑设计貳所

 

图片©华易筑设计貳所

图片©华易筑设计貳所

 


图片©华易筑设计貳所

店铺中“闲逛”的行走动线格外契合“街道”上人们游走的动线。布局上配合休憩椅、装饰、灯光结合的“剧院式”小景观,无论消费者的视线停留在何处都具有可看性。悠闲、惬意的消费场景于顾客层面让“逛”的感觉更加深入。


The strolling path in the store mimics people’s path on the streets. The layout of "theater style" small landscape combined with rest chair, decoration and lighting catches consumers' attention no matter where their look. The leisurely and comfortable setup enhances customers’ feeling of "shopping".

图片©华易筑设计貳所

图片©华易筑设计貳所

图片©华易筑设计貳所

图片©华易筑设计貳所

图片©华易筑设计貳所

有限空间中的设计探索

在有限的空间中设计师需要思考如何打造出满足不同层次客户的接待区域。推敲空间布局,交错式设计为高端客户塑造出专属区域,同时运用立面自由关合的门确保顾客购买的私密性。


In a limited space, designers need to think about how to create reception areas for different types of customers. Considering the spatial layout, the staggered design creates the exclusive area for high-end customers, and at the same time, the doors with free closing facade are used to ensure the customer privacy.

 

图片©华易筑设计貳所

 

分析图©华易筑设计貳所

分析图©华易筑设计貳所

面对店铺面积与珠宝展示量之间的矛盾,设计师则巧妙运用包括平柜展示抽屉展示立面展示橱窗展示等多种方式融合来解决问题,让每一款定制珠宝都能拥有充分的展示空间。


Balancing between the limited shop area and quantity of jewelry to display, the interior designer skillfully uses a variety of ways, including flat cabinet display, drawer display, facade display and window display, so that there is enough display space for each customized product.

分析图©华易筑设计貳所

图片©华易筑设计貳所

图片©华易筑设计貳所

图片©华易筑设计貳所

图片©华易筑设计貳所

立面展示区营造观赏场景,于走道透过玻璃隐隐约约地呈现。走进细看,珠宝的自然底蕴与精湛工艺展示其中,*纯粹的创意灵感,向顾客展示设计的故事。同时帮助提升内部空间的私密性,让顾客更好地沟通交流。


The facade display area creates an ornamental scene, which is vaguely presented in the corridor through glass. Zooming in, the natural features and exquisite craftsmanship of jewelry show the purest creative inspiration to show customers the story of design. At the same time, it helps to protect the privacy of the internal space for better customer experience.

图片©华易筑设计貳所

图片©华易筑设计貳所

改变常规的平面布局,融入人们“逛”的行为,设计师希望突破传统珠宝店的限制,通过设计减少人们对于珠宝的距离感,让顾客积极追求和体验美的东西。


By changing the regular layout and integrating people's "strolling" behavior, the interior designer hopes to break through the limitations of traditional jewelry stores, reduce people's sense of distance to jewelry through design, and encourage customers to actively pursue and experience beautiful things.  

珠宝用创意设计使美深入人心,而空间设计给予顾客塑造记忆以及情感共通的体验。优质的空间带给人一份切实的归属感,同时帮助提升品牌的可信赖度。

         

Creative jewelry design makes beauty deeply rooted in the hearts of the people, while space design gives customers the experience of shaping memory and common emotions. High quality space brings people a sense of belonging and helps to enhance the credibility of the brand.

项目平面图©华易筑设计貳所

项目立面图©华易筑设计貳所


项目信息:

项目名称:一典珠宝店 Grace Generation Fine Jewelry

项目地点:上海浦东新区张杨路500号的上海时代广场购物中心L4层L418A号商铺

项目类型:零售店铺

设计面积:30平方米

设计时间:2019年11月

建成时间:2020年1月

业主单位:一典珠宝 Grace Generation Fine Jewelry

室内事务所: 天华易筑设计貳所

设计团队: 严林钢、刘雨泽、柳振烨、陈珊珊

施工团队:天华易筑EPC+、殷允猛等

摄影:何爱


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