OCE生活体验馆

传统零售业的进化求生之道

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项目类型 \ 品牌全案与综合零售空间

项目地址 \ 上海合生国际广场B1

项目面积 \ 2600㎡

完成时间 \ 2016年

电商迅速发展、传统零售业遭遇冲击,这样的大环境

非但不会令实体店消亡,而且正在促进品牌的进化。

oce生活体验馆试图用呈现完整生活场景的零售模式,充分利用线下店独有的体验基因,传达自然、舒适、放松的北欧生活方式。

立品设计旨在通过对oce品牌的整体视觉规划和设计,为其消费者打造独特的购物体验,以满足人们在繁忙都市生活间隙中休憩放松的生理及心理需求,实现实体店优势的最大化。

Being located in one of the most prosperous commercial hubs of Shanghai, oce (original color edition) is meant to implant a fresh relaxing atmosphere to the fast-paced city. With simple textures and colors, Leaping Creative builds a unique shopping experience, which embodies the oce brand: natural, cosy and Nordic lifestyle.

零售品牌的购物体验是一个多维度的系统,品牌形象、空间氛围及产品陈列都是其必不可缺的要素。自2014年起,立品设计参与并主导了oce品牌的命名及全方位的体验设计;从平面视觉开始,运用简约的几何图形和高级灰+粉的色彩搭配为oce奠定了品牌基调。

Leaping Creative led the brand’s development starting from naming, visual identity, interior design and visual merchandising design including window showcases and sense-based display referring to Nordic daily lives.

Since its flagship boutique in Guangzhou opened in 2014, oce has set up shops in several cities through out China, and in 2016 it enters Shanghai with a brand new space identity designed by Leaping Creative.

在全新的oce上海店中,如何赋予这个多业态、产品品类丰富的零售空间一个统一的氛围是我们在空间与陈列设计过程中重点考虑的问题。

水磨石地面、水泥与木材质的货架系统、细节中随处可见的弧形、点缀于空间各处的温暖色块,这些有机、自然的元素构成了符合现代北欧设计美学的空间,营造出轻松愉快的氛围;

Terrazzo floor, as well as displaying tables and shelves of cement and wood is applied to create an organic and relaxing atmosphere while soft and vivid colors insert as refreshment.

贯穿整个店面的绿植装饰和带有模拟天光的植物区同样在其中扮演了重要的角色;对室内照明的把控保证了各区域间光影效果的连贯性,并最终令2600平方的空间得以统一。

围绕立柱而设的环形café与书籍区是顾客动线的交汇点,在整体的空间中为顾客带来惊喜;粉红地砖、环形灯带及布艺家具增添温馨色彩,引导人们停下脚步,找回阅读与分享的感动。独特的产品陈列方式也成为空间中的亮点,北欧生活场景的呈现为进店顾客提供了带入式的立体品牌体验。

顾客穿过入口的渐变玻璃幕墙走进oce,经过几何构成风格的橱窗及艺术装置,进入一个截然不同的世界,在设计师精心营造的氛围中感受独一无二的体验;人们在不同的功能分区中穿行,放松身心,获取来自北欧的生活灵感,享受购物的乐趣。

Leaping Creative believes that a store isn’t just a place to house the goods, but also a place to impact people and present a kind of lifestyle. Besides the key sales area like menswear, womenswear, children’s wear, furniture and home accessories, the store also features a café with reading area, an installation area, and a gallery space for exhibitions to convey the core brand experience – Nordic inspired aesthetic and lifestyle, and provide high quality goods with affordable prices.

项目团队 \

设计总监   郑铮 / Zen Zheng

项目经理   陈常 / CC

空间设计   冯婷妹、姚丁凌、张国浩、吴泳蒽、曾敏冬、林堃

特别鸣谢 \

项目摄影   燕飞