JY studio，一个具有东方气质的服饰情怀的新创品牌，诠释着质朴归真的禅意理念，既不失古典美，又符合当今时代的审美，QHD受品牌创始人委托完成了初创概念店的全案设计。
JY studio, a newly created brand with the clothing feeling of oriental temperament, is interpreting the Zen idea of returning to one’s original nature, which does not lose the classical beauty, but is also in line with the aesthetic of the present age. Authorize by the founder of the brand, QHD has completed the whole design of the project for the newly created concept store.
QHD在一定的创新框架中，营造一个尽染艺术、文化与记忆的空间容器，定义建筑与自然、城市、文化的并生，同时兼顾商业空间特质与适当成本条件综合去考量空间，在有限的条件内尽可能放大品牌语言增强业态商业属性。
Within a certain framework of innovative, QHD builds a space container that can dye art, culture and memory together, defines the coexistence of architecture, nature, city as well as culture.At the same time, it takes the characteristics of the commercial space and appropriate cost conditions into account to consider the space comprehensively, in order to enlarge the brand language and boost the commercial attributes of its business format as much as possible,within limited condition.
门面的整体造型可直观感受空间的艺术氛围，视觉上营造较强的冲击力，几何线条的形态碰撞，按功能以不同需求比例切割，想要表达出跳脱传统店铺的刻板印象。
The overall style of the store can express the artistic atmosphere of the space directly, which creates a strong visual impact. With the form collision of the geometric lines that are cut in proportion based on the functions and different demands, it wants to express its running away from the stereotypes of the traditional stores.
设计师遵循“轻设计”、“重文化”新的商业空间设计方向，整体的米色调在视觉上带给人安宁舒适的感觉，通过色彩分布的平衡与匀称以达到和谐的美感。
Designers abide by the new design direction of the commercial space,known as “fade out of design” and “emphasis on culture”. The overall tone of beige visually brings a feeling of peace and cozy to people, and eventually achieves a harmonious aesthetic by the means of balancing the color’s distribution.
木色与青苔的运用搭配，带入了自然的味道，帮助客户更好地体验时装品牌想要传达的情绪，独特的风格艺术也投射出情怀与未来。
The use and matching of wood color as well as moss, brings in a flavor of the nature, which better helps the customers to experience the emotions that fashion brands intend to convey. The unique and special style art also casts feelings and the future.
空间中展示柜是以JY的服装理念定制的造型，打造出一个具有通透感和反射的空间效果，它在诠释美好的事物，也能够包容出现的不完美。同时空间感受与功能需求高效叠加，允许商品自由的变化和展示。
The display cabinet in the space,is customized in the shape based on JY’s clothing concept to create the space effect of transparent and reflective as well. It is interpreting the beautiful things while having a very tolerant attitude towards inadequacies. At the same time, space feelings and functional demand are combined efficiently, which allows free change and display of the clothing.
精简的衣架造型，在保证空间效果的同时，满足作为商业店铺的需求，布料的柔软轻盈与建筑的点线面体块形成对比和碰撞，同JY展示的服装融合为一个有机的整体，塑造空间感受的同时更引导观众去感知服装自身的能量。
The simplified style of clothes rack can ensure the space effect and meet the needs as commercial stores at the same time. The soft and light fabric contrasts and collides with the point, line, surface and block of the architecture, which is integrated with the clothing displayed by JY as an organic whole. As a result, it can not only shape the space feeling but also lead the audience to perceive the power of clothing itself.
▲分析图
原始柱体形成视觉中心点，解构衣架装置围绕着柱体，依据空间的轴线与比例切割体现出力量感，开放的界面捕捉每日光影的变化，最终以一种整体的视觉形态传递出来，更会被时光的荏苒而触动。
The original column becomes the visual central point, and the device of the deconstruction clothes rack is around the column. It reflects a sense of power on the basis of the space axis and cutting in proportion. The open interface captures the changes of light and shadow every day, and transmits it in a complete visual form eventually, which is easier to get people touched by the passing of time.
不锈钢衣架与白色踏步和镜面组合的艺术装置，鲜明的线性特征与几何装饰相结合，创造一个具有力量的空间体系，带来了一种活泼有序的感觉。相互之间的穿插关系，赋予空间一定的想象力，更好的衬托服装品牌语言。
The artistic combination of stainless steel clothes rack, white step and mirrors, distinct linear characteristics combined with geometric decoration, together create a powerful space system, and bring in a sense of lively and orderly. The interspersed relationship between them, giving space imagination to a certain extent, better reflects the language of its clothing brand.
空间成为人们与服装之间互动的桥梁和媒介。这种漫游式的、沉浸式的空间体验增加了客户进入店铺的可能性。
Space is becoming the interactive bridge as well as medium between people and clothing. This kind of roaming and immersive space experience is likely to increase the chance of customers’ entering into the stores.
玻璃砖通透的质感，功能上是针对休闲区的划分，视觉上保证整体的观览效果，道具的搭配赋予空间层次感，增强空间内外的互动关系，折射出不同的光感不经意间就会产生意想不到的效果。
The transparent feeling of the glass brick is in the purpose of dividing the leisure areas from the aspect of function, and making sure the overall viewing effect from the aspect of vision. The matching of props gives the space a sense of different levels, boosts the interactive relationship between the inside and outside of the space, and the different light refracted can produce unexpected effects.
对于传统街道的店铺形象，JY突破刻板的限制，创造一个人们想要进入，生活和工作的空间。
Compared with the traditional image of stores in the street, JY breaks through the rigid restrictions, and creates a space that people desire to step in, live and work.
窗是链接人、街道、自然的诗意存在。圆形的窗口悄悄吸引人窥探店里的环境，好奇心的互动触发了探索的欲望。同时具备展示的功能，也能让客户了解店铺服装的调性。
The window is a poetic existence which connects up people, street and nature. The window with round shape quietly attracts people to have a look on the inside environment of the store, and the interaction of curiosity triggers the desire to discover. At the same time, the window has also got the function of displaying, which can help let customers know the tone of the store’s clothing.
在整体抽象的语境下,空间纵向尺度被拉开、放大，高低之间产生的空间体验任凭思绪发散,空间成为人们与服装之间互动的桥梁和媒介,消解了空间的边界。
Based on the overall abstract context, the vertical length of the space is enlarged, and the space experience from the top to the bottom let your thoughts spread. Again, the space is becoming the interactive bridge as well as medium between people and our clothing, and the boundary of space is eliminated.
设计师在展陈设计中凸显服装的柔美，依据品牌服装的特点，为有限的界域注入无尽的想象。
Designers highlight the soft beauty of clothing in the design of exhibition, injecting the endless imagination into a limited area on the basis of the characteristics of the brand clothing.
在不断更新迭代的社会发展中，服装行业需要与时俱进，让空间不断饱有“活力”，展现出更好的服装作品，更需要感知力与艺术性的介入。
In the social development of continuous update iterations, the garment industry has to go with the times, making the space full of “energetic”, displaying better works of clothing, and let perception and artistry intervene.
我们力图打造出能够更好地烘托空间整体调性和氛围的视觉效果，传递给客户服装品牌艺术带来的情绪感染力。
We are making every effort to create a visual effect which is able to better contrast the overall tone and atmosphere of the space, and pass the emotional appeal brought by the art of clothing brand to our customers.
▲爆炸分析图
▲平面图 floor plan
项目信息——
项目名称：JY服装艺术馆
项目地点：中国西昌
室内设计：QHD Studio
设计范围：室内设计
设计总监：施权洪
设计团队：陈玉、王裕淇、杨鹏飞、李东、邱淑怡
道具设计：QHA Art&Exhibition
设计面积：180平方米
设计时间：2021.01
完工时间：2021.05
项目摄影：曹寅
特别鸣谢：李婧悦 JYJY 服装工作室
Project information——
Project Name：Jy Fashion store
Project location：Xichang, China
Interior design：QHD Studio
Design scope：interior design
Design Director：Quanhong
Design team：Chen Yu, Wang Yuqi, Yang Pengfei, Li Dong, Qiu Shuyi,
Installation design：QHA Art&Exhibition
Design area：180 square meters
Design time：2021.01
Completion time：2021.05
Project main materials：art paint, solid wood, ultra-white glass,galss brick ,stainless steel
Project Photography：Cao Yin
Special thanks：Li jingyue, jyjy fashion studio
