SND: 120㎡buyer's shop, soft in rough contrast
多年前以“城市·影”的概念，为SND打造了一个层次丰富的店铺形象。Many years ago, with the concept of "City·Shadow", a store with rich levels was created for SND.经过多年的发展，在核心理念不变的基础上，SND表现出了更加前卫先锋的品牌形象，再次受到委托为位于新购物中心的店面进行设计，我们与SND业主进行了多次的沟通以明确新的方向。After years of development, the core concept has not changed, but SND has become more avant-garde. This time, we were once again entrusted to design the storefront in the new shopping center, and we communicated with the owner many times to clarify the new direction.
店铺位于重庆光环购物中心主入口处，区位优势相对明显，各项物业条件也都较为优越。SND落位于此也是结合客户数据分析，为了该片区的客户能更便于抵达，再结合本项目为该品牌标准门店的定级标准，本店的定位就已逐渐清晰，就是服务于本片区本品牌精准客户的售卖场所。The shop is located at the main entrance of Chongqing TheRing Shopping Center, with relatively obvious location advantages and superior property conditions. SND conducts data analysis on customers in this area in order to increase the passenger flow of shops. Combined with the standard store standards set by this project for the brand, the positioning of this store has gradually become clear, which is a sales place that serves the brand's precise customers in this area.
A dynamic space, an art gallery-style experience
充分展示所有品牌所有类别，满足客户刚性需求，成为了本项目的设计原则。Fully display all brands and all categories, and meet the rigid needs of customers, has become the design principle of this project.
在平面规划上我们把空间大致分为了四个区域，独立的鞋帽区、成衣展示区、VIP及更衣、后勤区域。但在后期的论证过程中，为后续了更好的方便客户进行搭配，我们又将鞋帽展示融入到成衣展示区当中去。In the plan, we roughly divided the space into four areas. Separate shoe and hat area, ready-to-wear display area, VIP and dressing area, and logistics area. However, in the later stage of the argumentation process, in order to facilitate the matching of customers, we integrated the display of shoes and hats into the ready-to-wear display area.
入口区域则更多承担着氛围营造的功能。我们希望客人进入之后，能有一个比较温馨且具备一定艺术性的过渡空间。一是区别于普通服装店，进而对客群有一个初步的筛选；二是凸显品牌形象与特点，这个三角形的空间会以艺术橱窗的方式吸引眼球。The entrance area is more responsible for the function of atmosphere creation. We hope that after the guests enter, there will be a warm and artistic transitional space. First, it is different from ordinary clothing stores, and then has a preliminary selection of customers; second, it highlights the brand image and characteristics. This triangular space will attract attention in the way of art windows.
而通过一个可以收小的门洞进入到展示区后，我们则希望整个空间是开阔明亮的。具备博物馆或美术馆一样的空间氛围的同时，但又要让商品显得丰富，要有淘货的购物体验。After entering the exhibition area through a narrowed doorway, the whole space is open and bright. It has the same spatial atmosphere as a museum or art gallery, but at the same time it has to make the goods appear rich and have a shopping experience of shopping.
因此在这个空间中，我们采用了全开放的处理，仅用一些矮隔断和展示道具对空间进行填充，而将更多的注意力转移到顶面的处理以及立面材质的选择。Therefore, in this space, we adopted a fully open approach, filling the space with only some short partitions and display props, and shifting more attention to the top surface and the facade materials.
而VIP区域，我们则可以选用适当的木质来柔化整个空间，让空间更加温馨，让客户感受更加放松从而延长客户停留时间，进而提高售卖效率。In the VIP area, we choose appropriate wood materials to soften the atmosphere of the space, make the space more warm, and make customers feel more relaxed, thereby extending the time of customer stay and improving sales efficiency.
A different texture, flower in the stone
先有整体空间构思，再去思考赋予整个空间什么样的内涵，这也是本项目区别于其它项目的设计思考方式。First have the overall space conception, and then think about how to give the whole space meaning. This is also the design thinking method that distinguishes this project from other projects.
SND一直秉承突破自我、独立于世的态度，而服装也并不只是服装而是理念与文化的传递者。于是，我们从中提取到了三个关键词：突破，独立，传播。我们在身边的事物中寻找具备这三种特性的元素和语言，其中“石缝中的花”脱颖而出。于是，我们就把石头比做空间，把花比做服装，很顺利的就将空间材质及质感确定了下来。SND has always been adhering to the attitude of breaking through and being independent of the world. And clothing is not just clothing, but a transmission medium of ideas and culture. Therefore, we extracted three key words: breakthrough, independence, and communication. We look for elements and languages with these three characteristics in the things around us, among which the "flower in the stone" stands out. Therefore, we compared the stone to the space and the flower to the clothing. The material and texture of the space were determined smoothly.
整个空间就是一块巨石，呈现出一种灰色质朴甚至略带粗砺的质感，与精致而轻柔的服装形成很强的视觉与触觉的对比，让服装很好的跳脱出来。The whole space is a boulder, presenting a gray rustic or even slightly rough texture, which forms a strong visual and tactile contrast with the delicate and soft clothing, which makes the clothing very well set off.
As for the background space, it is embellished with partial metal, combined with a completely natural light environment, making the clothing and space look like a flowered stone and a flower in a stone crevice. This image is independent but not obtrusive, and fits well with the brand's idea of output.