融古耀今：历史街区更新下的科技新零售

2024-08-02 11:33

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充满历史传统元素的宽窄巷子街区与都市现代感十足的科技品牌，这对看似矛盾的二元，近日却藉由荣耀首家全球旗舰店的落址开业，以新旧共生，融合古今的全新形态展现在人们面前。设计师：HONOR Retail Design Studio HONOR Retail Design Studio

融古耀今：历史街区更新下的科技新零售

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                   "note": "荣耀将门店视为产品，门店是品牌、科技、服务、体验的综合体，远不止传统意义上的销售。而设计在此中扮演着至关重要的创造者角色。装置艺术和展品的置入，结合产品陈列与功能需求，对空间布局的整合提出了新的解法。空间叙事以科技美学共创、科技文创博览、科技美学会客厅、品牌在地艺术画廊和中轴探秘五个主题分区为逻辑，分别以艺术轴和产品轴打造两条洄游动线，开启基于荣耀品牌与宽窄在地文化探索的科技人文与艺术美学之旅。",
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                ,
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                   "title": "融古耀今：历史街区更新下的科技新零售",
                   "note": "以宽窄巷子为代表的传统文旅街区，过往的业态往往以本地民俗特产为主，而荣耀旗舰店的入驻，为传统街区带来了截然不同的创新商业内容，丰富了传统文旅街区的业态，而品牌也藉由传统文化书写的全新的叙事，拓展了更为广阔的线下接触面。这一创新模式的成功实践，也让其他城市的传统街区，向荣耀伸出了橄榄枝。02故事性：科技人文与艺术美学的概念并置荣耀将门店视为产品，门店是品牌、科技、服务、体验的综合体，远不止传统意义上的销售。而设计团队在此中扮演着至关重要的创造者角色。从零售空间，展陈，平面，文创产品设计到线上门店设计的多领域，建制全面的荣耀设计团队确保品牌的线上线下所有触点均受精心设计的影响与管控。这要求设计不仅拥有卓越的专业技能，还需具备敏锐的全球消费者洞察能力，深入把握荣耀产品的精髓，并紧密参与产品上市形象的塑造过程。面对成都旗舰店的设计挑战，设计团队如何在保留场地之魂的基础上，融入品牌视觉元素？在保留场地之魂的基础上，如何融入品牌视觉元素？宽窄巷子作为历史文化建筑的特殊场域，让传统标准店的3A系统失效。荣耀旗舰店设计打破传统3C门店的刻板，结合品牌门店SI系统，在体验动线里嵌入中式园林景观小品，融入绿竹等自然元素，运用框景、对景等手法，以小见大，移步换景，为消费者带来丰富的感官和新零售体验。",
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                ,
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                   "note": "院内保留着宽窄巷子“一院一景、一院一品”的理念，中庭将建筑屋檐的青瓦延续到场地之中，片片青瓦通过场地水景相互倒映，地面以中轴对称的形式将设有镜水水景与室内展厅连成一线。瓦片以石材刻缝形式作为场地铺装，灯光藏于其中。建筑门窗采用玻璃结合木纹雕花，朴素温暖的木色与青瓦石砖的冷色调相互碰撞。",
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                ,
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                   "note": "室内布局前低后高，通过水帘实现半通透遮罩视觉体验，呼应中国传统建筑“前有照，后有靠”的智慧结晶。",
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                ,
                {
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                   "note": "屋瓦以青为天，景观以青为地，古风建筑与新式院落形成完美融合，营造古今对话穿越时空定义的“青瓦古舍”空间。小门迎贵客，展现独属于川西瓦院的礼节，设计上保留建筑原有的进出布局，同时对整个外立面进行修缮，还原了原有的对称屋顶结构。透明玻璃橱窗、“金钱纹”屏风、木质门牌均为贴合原建筑的定制化设计，共同构成了具有古风美感的立面形象。",
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                   "note": "01在地性：千年蓉城文化与现代科技的融合房屋青瓦灰砖，古朴雅致，宽窄巷子里的历史建筑保留着传统木结构营造与川西风格的庭院形态，精美的雕花工艺呈现匠人们执着的传承。荣耀团队修复了这座300余年历史的古建筑，一反传统零售门店抢眼的入口昭示，以谦虚低调的姿态，将品牌标识融入其中。",
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                   "note": "充满历史传统元素的宽窄巷子街区与都市现代感十足的科技品牌，这对看似矛盾的二元，近日却藉由荣耀首家全球旗舰店的落址开业，以新旧共生，融合古今的全新形态展现在人们面前。一方面，国内大量历史街区面临着城市更新与创新商业内容的缺乏，另一方面，国产科技品牌正开始进一步强调品牌文化叙事与独特美学空间所构建的新消费体验。在这之间，设计引领的再创新实现了二者的共赢，通过非侵入式的微更新手法，巧妙地将在地文化的深厚底蕴与前沿科技的创新活力融为一体，重新定义了城市文化与品牌叙事的表达方式。荣耀新零售设计团队，正在探索独属于荣耀品牌的空间美学与零售体验。",
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            ]
        }

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