New retail has reached a new height
Consumer group in the new era
Traditional cognitive boundaries may be blurred
As a high-end personalized brand, Soseki has already stood out from the traditional homogeneous retail. It has transformed into the unique experience of artists, designers and commercial brands, and experiential consumption of new elements such as cultural integration and installation art. This case is not only a regular retail store, but also contains a brand’s own culture and charm. As a designer, we hope to have a dialogue with the brand culture through this case, integrate this exchange into the design, and make an exploration of the unknown journey for the brand, so that the whole brand culture has more innovative power.
▼眼镜店外观，展现出一种透镜律动交叠的视觉实景，exterior view of the store with the visual scene of rhythmic and overlapping lens
Soseki Offline Experience Store will also become a business card for brand publicity while it has the functions of display, experience and sales. Such a comprehensive space is dramatic itself. Therefore, in the design process, this internal modality is considered as a design clue. Just like soft or rigid glasses, reasonable moving lines and private and open partition are created for the whole space. After that, the designer hopes to bring the visual effect of overlapping and rhythmic lens into space, and form a unique visual experience. The external connection part of the space uses a whole floor-to-ceiling white glass, making the whole store an elegant and mysterious super-large window exhibition hall.
▼眼镜店主入口，墙面上镶有店铺的logo，the main entrance of the store with the logo on the wall
▼顶部圆弧结构概念，the concept of top arc structure
The arc shape at the top continues the elements of the whole space. The designer hopes that the whole space will not be as heavy, rigid and boring as it used to be. The purpose of display is to arouse people’s fixed thinking about spatial order and arrangement. Is there more possibility between tradition and change?
▼眼镜店室内局部，顶部的圆弧造型延续了整个空间的元素，partial interior view of the store, the arc shape at the top continues the elements of the whole space
▼透镜律动交叠的视觉装置概念，the concept of visual device of rhythmic and overlapping lens
Layers of concave and convex texture and color change of the wall are like layers of halo of the lens under the light, creating the visual sense of modern sense and future. The arc and streamline make the space move forward layer by layer, making it smooth, flexible and tensive. Simple modelling lights on ceiling not only have lighting effect in space, but also complement each other with exhibition cabinets. In space, pure white and burlywood are used to highlight the layered sense. This simplified color processing method makes the product the most colorful protagonist in the whole space. The open space structure design enables people to have more exchange and interaction with products, narrows the distance between people and products, breaks the restraints of traditional exhibition cabinets, and makes the whole space more relaxed and free.
▼眼镜店室内局部，弧形、流线型让空间层层推进，partial interior view of the store, the arc and streamline make the space move forward layer by layer
▼眼镜店室内局部，墙身层层的凹凸肌理及其颜色变化创造出现代感与未来感的视觉感受，partial interior view of the store, layers of concave and convex texture and color change of the wall create the visual sense of modern sense and future
▼眼镜店室内局部，空间中用纯粹的白色加以原木色突出层次感，partial interior view of the store, pure white and burlywood are used to highlight the layered sense
▼眼镜展示台及墙面细节，details of the glasses display stages and the walls
▼主入口立面，the elevation with the main entrance
▼顶部圆弧结构节点图，construction details fo the top arc structure
设计团队： 汪志鹏 / 周扬涛
Design time: January 2019
Project location: Huanglong Vanke K-Lab, Hangzhou
Entrusting party: SOSEKI
Category of works: New retail
Design institution: Z’ARTISAN Design Studio
Design Team: Thomas Wang / Oscar Zhou
Photo by: Zhang-X