WHITECROW白鸦眼镜店 ——以销售互动为思考起点的零售空间|空间设计|家居|设计师|whitecrow|室内设计

WHITECROW白鸦眼镜店 ——以销售互动为思考起点的零售空间

2025-03-13 17:27:20　来源: 网易设计

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我们接受了一家精品手工眼镜集合品牌白鸦眼镜的委托，为他们在上海南京西路的锦沧文华商场做店铺整体升级。

白鸦眼镜店的客户画像是喜欢质感注重细节，并且注重购物体验的人群。

设计思考：将矛盾变成设计起点

新场地店铺的空间形状不规则，空间利用率比较低，且中间有一根柱子需要化解。做一个好看的空间是设计师的基本素养，不是第一思考。我们更希望应对空间矛盾同时侧重考虑眼镜销售服务场景，通过优化销售服务的场景体验来辅助销售的转化。

设计动作：一条清晰的动线成就整体功能骨架

在不规则的空间容易使功能动线复杂且混乱，不利于顾客停留并静下心来挑选眼镜。同时与店铺主理人沟通中，我们获得关键信息“原始店铺动线复杂散客流失率很高，顾客能坐下来面聊，成功率就有75%以上”。总结：简洁清晰高效的动线对店铺至关重要，与客户高效沟通的互动机制能大大提升获客率。

通过矛盾和问题分析研究，设计决定围绕柱子展开故事。围绕空间中心柱，建立一条清晰简洁环形动线成就整体功能骨架。

环形动线内侧：我们围绕柱子嵌入一个巨型的中岛道具装置，功能囊主要括销售相关的接待，维修，重点展示等，化解距离感重点提升服务销售提验。

环形动线外侧：将十几个眼镜品类，围绕环形中岛道具同心圆散开，建立第二层环形空间，重点将十几个品类500多组精品眼镜纳入其中，有序的归置，统一中产生变化。不同品类有各自的单元微表情。聚焦场景化购物体验。

环形空间之外：通过精确切分，环形功能区与多边形原始格局产生碎片空间，恰到好处的解决店铺的所有辅助需求，包含验光咨询、员工休息、储物空间等等。将空间的最大化利用充分。

细节体感：简单之中兼具细节底蕴

白鸦眼镜店的客户画像属于喜欢质感注重细节，并且重视购物体验的人群。同时考虑到手工眼镜精质和个性。在空间材料的使用上，我们选择能体现底蕴、复古和稳重品质的材料。同时选材我们是克制的，控制在的3-5个关键处，希望统一有序，主次分明。

•空间主体道具：我们选用复古感的染色木头，辅助黄铜质感的精巧五金，局部细节之处加之石材、皮料，棉麻布料的软包等组合，呈现的状态整体明确细节兼顾。

•核心区域地面：我们配色姜黄复古调的厚实地毯，希望空间体感松弛加强底蕴记忆。

•空间大量留白：留白在空间更多希望重点去加强销售产品本身，同时设计对留白的涂料选择上，希望简洁但兼具细节，大量研究后决定使用具有竖向肌理感的弱弱纹理，整体调性柔和朦胧兼顾复古基调。

商业空间的设计上，我们认为好看是基本项，如何使商业空间发生交互和转化是设计的重要考量。

Design Description | WHITECROW (JCMandarin）

A Retail Space Starting from the Perspective of Sales Interaction

We received a commission from whitecrow, a boutique handmade eyewear collection brand, to carry out the overall store upgrade for them in the Jing An Kerry Centre on Nanjing West Road, Shanghai.

The customer profile of whitecrow store is people who appreciate texture, pay attention to details, and value the shopping experience.

Design Thinking: Turning Contradictions into the Starting Point of Design

The space of the new store site is irregular in shape, with relatively low space utilization, and there is a column in the middle that needs to be dealt with. Creating a visually appealing space is a basic quality of a designer, but it's not the primary consideration. We hope to address the spatial contradictions while giving priority to considering the sales service scenarios of eyewear, and assist in the transformation of sales by optimizing the scenario experience of sales services.

Design Moves: A Clear Circulation Route Forms the Overall Functional Framework

In an irregular space, it is easy for the functional circulation routes to be complex and chaotic, which is not conducive to customers staying and calmly selecting eyewear. Meanwhile, during the communication with the store manager, we obtained the key information that "the original store had a complex circulation route, resulting in a high loss rate of walk-in customers. Once customers can sit down and have a face-to-face conversation, the success rate is over 75%". In conclusion, a simple, clear and efficient circulation route is crucial for the store, and an interactive mechanism for efficient communication with customers can greatly increase the customer acquisition rate.

Through the analysis and research of contradictions and problems, the design decides to build a story around the column. Around the central column of the space, a clear and simple circular circulation route is established to form the overall functional framework.

Inside the Circular Circulation Route: We embed a giant central island prop device around the column. Its functions mainly include reception related to sales, maintenance, key display, etc., to eliminate the sense of distance and focus on enhancing the sales service experience.

Outside the Circular Circulation Route: More than a dozen eyewear categories are spread out concentrically around the central island prop of the circular shape, establishing a second-layer circular space. The focus is on including more than 500 groups of boutique eyewear from over a dozen categories in it, with an orderly layout that creates variations within unity. Each category has its own unique features. It focuses on the scenario-based shopping experience.

Beyond the Circular Space: Through precise division, the circular functional area and the original polygonal layout create fragmented spaces, which appropriately meet all the auxiliary needs of the store, including optometry consultation, staff rest areas, storage spaces, and so on. The space is utilized to the maximum extent.

Detail Perception: Combining Details with Simplicity

The customer profile of whitecrow store consists of people who like texture, pay attention to details, and attach importance to the shopping experience. At the same time, considering the high quality and individuality of handmade eyewear. In terms of the use of spatial materials, we choose materials that can reflect cultural heritage, a retro style, and a sense of stability. At the same time, we are restrained in our material selection, limiting it to 3-5 key areas, hoping for unity, order, and a clear distinction between primary and secondary elements.

• Main Spatial Props: We select dyed wood with a retro feel, supplemented by exquisite hardware with a brass texture. In some local details, materials such as stone, leather, and soft upholstery made of cotton and linen fabrics are combined to present a clear overall state while taking into account the details.

• Floor of the Core Area: We choose a thick carpet in a retro turmeric color scheme, hoping to enhance the sense of relaxation in the space and strengthen the memory of its cultural heritage.

• A Lot of Empty Space in the Space: The empty space in the space is mainly intended to highlight the products for sale. At the same time, in the selection of the paint for the empty space, we hope for simplicity while still having details. After a lot of research, we decide to use a paint with a weak vertical texture, so that the overall tone is soft, hazy, and in line with the retro style.

In the design of commercial spaces, we believe that visual appeal is a basic requirement, and how to make the commercial space interactive and facilitate transformation is an important consideration in design.

项目名称：白鸦眼镜（锦沧文华店）

设计团队: 几言设计研究室

项目类型：商业空间

项目地址: 上海

项目面积: 125平方米

完工日期：2024.07

主创建筑师：颜小剑

设计师：颜小剑、肖露娅

摄影师：吕晓斌、赵宏飞

施工：上海中耕装饰设计有限公司

家具品牌：定制