设计思考
Design Thinking
“简单不是复杂的反面，
而是对复杂的包容、接纳、启迪和预示。”
“Simplicity is not the opposite of complexity,
It’s about complex inclusion, acceptance, inspiration and foreshadowing .”
BEIMU莞城旗旗舰店选址于愉景东方威尼斯广场东纵路旁，周边云集众多大型商业中心及国际品牌商家，商圈以中高档主题消费为主。 委托方希望通过空间设计策略进一步完善其品牌范式。
beimu Guancheng Banner flagship store is located next to the East Longitudinal Road of Discovery Oriental Venice Square, surrounded by many large commercial centers and international brand merchants. The client hopes to further improve its brand paradigm through spatial design strategy.
作为本土品牌中的新生力量，BEIMU倡议生活删繁就简，追求由一至〇的回归智慧。基于品牌的理念主张，设计师的创作逻辑由三部分构成：大时代背景下商业模式的变迁与消费者心理的拿捏；全球化语境中文化审美的独特性与不取悦性；始于概念完于形式的渐进式设计细化技术。
As a new force in the local brand, beimu advocates to simplify life and pursue the return wisdom from 1 to 0. Based on the idea of brand, the designer’s creative logic consists of three parts: the change of business model and the pinch of consumer psychology under the background of the big times, the uniqueness and unpleasure of cultural aesthetics in the context of globalization; The gradual design refinement technique begins with the concept of form.
弱化产品逻辑让与空间
Weakening Product Logic and Space
随着现代商业秩序的日渐成熟，赚取产品红利的时代终将过去；数字技术的发展使得原本实存于现实世界的空间，变身为两栖于现实与虚拟双重世界的新空间……林林总总决定现代商业空间的设计不止靠单纯的审美判断，还得承担起品牌认同媒介的责任，弱化产品逻辑退让与空间，以空间自身的魅力留住访客的脚步才是破冰之道。
With the maturity of modern commercial order, the era of earning product dividend will pass, and the development of digital technology will make the space that exists in the real world and become the new space of amphibious reality and virtual dual world…… It is decided that the design of modern commercial space depends not only on simple aesthetic judgment, but also on the responsibility of brand identity media, weakening the product logic concession and space, and retaining visitors’ footsteps with the charm of space itself is the way to break the ice.
品牌的象征与精神传达
Brand Symbolism and Spiritual Communication
人对空间的第一印象由外观决定，情感的发端往往源自好奇。建筑立面以简约的线条切割出黑白色块，被凸显的品牌标识一旁，仅开一个三米三见方的橱窗形成里外的互窥关系。规避传统商业空间一目了然的刻板做法，橱窗扮演着“灵魂和眼睛”的角色，向路人发出心动信号。
The first impression of space is determined by appearance, and the beginning of emotion often comes from curiosity. The facade of the building cuts black and white blocks with simple lines, and the highlighted brand logo opens only a three-meter window to form a peeping relationship inside and outside. Avoid the traditional business space at a glance stereotype, window plays the role of “soul and eyes “, to passers-by send a heartbeat.
红与黑建构出一个时间停滞的迷宫，引导访客观察关注疏离化之后的陌生感。被刻意拉长的通道一方面是作为情绪的调整过渡，另一面是进一步加强初访者的好奇心。
Red and black construct a maze of time stagnation, leading visitors to observe the strangeness after alienation. The deliberately elongated channel, on the one hand, is a transition to emotional adjustment, and on the other hand, it further strengthens the curiosity of the initial visitor.
红色球体作为被强化的品牌符号置于空间之中，与室外立墙的I形成隔景应对。设计师寄望其能成为蕴含一切灵气的所在，如同瑞物为访客创造新的生命触动。
As a strengthened brand symbol, the red sphere is placed in space and separated from the i of the outdoor wall. Designers hope that it can become the place that contains all the aura, just as Rui creates new life touches for visitors.
镜像的隐喻与光的让渡
Mirror metaphor and light transfer
设计师借由天花镜面反射将把现实抽离，同一真像的不同镜像隐喻现实与未来的不确定性，将空间体验从平层空间延展至更深远的世界，就像一场荒诞不羁的秩序游戏，将内心体验置于外部体验之上，不断地将“我”向四周的渗透，立足于超越的彼岸回望此在。
By using smallpox mirror reflection, designers will pull reality away, different mirror images of the same true image metaphor reality and future uncertainty, and extend the space experience from flat space to a more profound world, like a game of absurd and unruly order.
空间任务就是利用光与人建立情感联系
Space mission is the use of light to establish emotional connections
空间的纵深通过光影的变化而渐次呈现，剥落一切粉饰将想象与感知让渡与访客，以获取其更深层次的心理认同。楼梯作为嫁接垂直空间的构件，被设计师解构组合成硬边几何雕塑，伴随光与影的旋转，不规则多边形以有序的节奏推进，在几何体的上方，只留白一方天空引人遐思。
The depth of space is gradually presented through the change of light and shadow, and all whitewash will imagine and perceive the transfer and visitors to obtain their deeper psychological identity. As a component of the grafted vertical space, the staircase is deconstructed and combined into a hard edge geometric sculpture by the designer. With the rotation of light and shadow, the irregular polygon is pushed forward in an orderly rhythm. At the top of the geometry, only one side of the sky is reverie.
多元场景稀释商业氛围
Multi-scene dilution business
多元场景稀释商业氛围商业活动已不再是纯粹的物与物的置换，而首先是人与人的趣味匹配：持新消费观的人们未必会因实用、耐用而购置一件物品，却会因为认同一个品牌的理念而蜂拥而至。
空间布局照存的是主与客的关系，如何缓和买卖双方的对立关系是设计师思考的重点。紧贴尾随的服务看似周到实则未必能让访客舒适自在，是以前台被安置在空间深处；放弃所谓的“高端壁垒”，争取访客潜意识上的身份认同，是以不设私密洽谈区与VIP洽谈区……
Business is no longer a pure replacement of things, but first of all a match between people’s tastes: people with a new view of consumption may not buy an item because of practicality and durability, but will flock to it because of the idea of a brand.
The space layout is the relationship between the owner and the guest. How to ease the antagonism between the buyer and the seller is the focus of the designer’s thinking. Close to the following service seems thoughtful, but may not be able to make visitors comfortable, is the front desk is placed in the depths of space; give up the so-called “high-end barriers “, for visitors subconscious identity, Is not a private negotiation area and vip negotiation area……
提供多元的洽谈场景供访客选择，设计师的目的指向弱化空间的商业特性。不同尺度与款式的桌椅组合，昭示着该空间不只是商业洽谈的场所，也可以成为老朋友聚会的会所，更是适合周边居民的休闲歇息的地方。
Provide multiple negotiation scenarios for visitors to choose from, the designer’s purpose is to weaken the commercial characteristics of space. The combination of tables and chairs with different scales and styles shows that the space is not only a place for commercial negotiation, but also a clubhouse for old friends gathering, but also a place for leisure and rest for the surrounding residents.
Less is more.
眼见之为简，心思之为繁。
从品牌基因之中析缕分条出逻辑，通过合宜的尺度和关系的建立，让看似简单的空间与访客因借生长，保持着适宜的距离和张力，发展出和谐共生的系统，渐次扩展新的生命体验：
Less but Better.
Less is more.
See is simple, mind is complex.
Through the establishment of appropriate scale and relationship, the seemingly simple space and visitors can maintain suitable distance and tension, and develop a harmonious symbiotic system. Gradually expand the new life experience:
Less and better.
项目信息——
项目名称：BEIMU贝姆旗舰店
项目地点：东莞莞城 愉景东方威尼斯广场
项目面积：800㎡
项目业主：BEIMU贝姆系统家居
完成时间：2020年9月
室内设计：壹席设计事务所
主案设计：胡 涛
设计团队：周严杰、尹咏娴、林武源、叶柏辉、唐小渡
软装设计：壹席设计事务所 & Jemmo、Apink
项目摄影：欧阳云
特别鸣谢：高夏装饰︱曾玉军、广东上泽照明︱江乔、STO德国进口涂料︱胡轶
Project information——
beimu flagship store
Location: Dongguan City Discovery East Venice Square
Area :㎡800
Owner: beimu System Home
Completion date: September 2020
Interior Design: One Design office
Case design: Hu Tao
Design team: Zhou Yanji
