万社设计|AVENUE & SON 前滩太古里旗舰店

From street to avenue

来自街头，滑向大道

A&S Co-founder & Skater: Jeremy Hu Photo taken in A&S park

2014年诞生于上海的滑板品牌AVENUE & SON横空出世，字面译为“大道和孩子”，品牌由四位职业滑手创立，“来自街头，滑向大道”承载了街头文化追寻自由的态度与个性表达的理念。

AVENUE & SON is a skateboard brand co-founded by four professional skaters in Shanghai in 2014. The brand’s concept “from street to avenue” carries the pursuit of freedom and individuality, typical of street culture.

滑板精神引领下的AVENUE & SON，凭借浓厚的街头基因与品牌理念跻身全球青年文化热潮。短短几年间就积累了数以百万计的粉丝，并赞助了20多位遍布全国各地甚至海外的职业滑手，致力于将“无畏、自由、不懈”的滑板精神在青年一代中传承。

Guided by skateboarding spirit, AVENUE & SON has become one of the global cultural crazes among youngsters with its street culture-rooted DNA and brand concept. In only a few years, AVENUE & SON has accumulated millions of fans and sponsored more than 20 professional skaters at home and abroad. The brand is dedicated to passing on the spirit of “fearlessness, freedom and perseverance” to the young generation.

坐落于上海前滩太古里的中国首家AVENUE & SON旗舰店及街头结构公园正是在这个契机下揭开帷幕。

In such a context, AVENUE & SON’s first flagship store and street structure park are opened in Taikoo Li Qiantan, Shanghai.

▲A&S skaters gliding in Taikoo Li QiantanA&S滑手们于前滩太古里

Luxury and streets

高奢与街头

上海前滩太古里所在的前滩片区，融合了时尚、生活、运动、艺术等城市功能，是上海陆家嘴集团重点打造的理想城市示范区，也是未来上海核心片区之一。前滩太古里项目WELLNESS的定位深入人心，将传统高奢品牌与街头文化，艺术与潮流结合，以滑板运动为代表的生活方式得到完美展现。

Integrating fashion, lifestyle, sports and art, Qiantan is an ideal city model zone developed by Lujiazui Group, and one of the future core areas of Shanghai. Centering on the concept of WELLNESS, the commercial complex Taikoo Li Qiantan combines longstanding luxury brands with street culture, art with fashion trends, and shows a lifestyle represented by skateboarding.

在上海前滩太古里及品牌方的支持下，由万社设计Various Associates主持设计的AVENUE & SON中国首家旗舰店位于前滩太古里WOOD HOUSE正式开放。大道之子的街头结构公园与海上皇冠（东方体育中心）遥相呼应，从日出到日落，都是街头最chill的结构；与东方体育中心的对望关系也让此位置变得更加有趣及富有意义。

Designed by Various Associates, the first AVENUE & SON flagship store in China is sited at WOOD HOUSE in Taikoo Li Qiantan. The store is integrated with the brand’s street-structure skate park, which echoes Oriental Sports Center (“the Crown of the Sea”), both representing the most chill structures in the area. Its relationship with the Oriental Sports Center also makes this site more playful and significant.

The first marble skate park in the world

全球首个大理石滑板公园

作为2020年东京奥运会正式项目之一的滑板项目，已不再是不被主流运动承认的街头娱乐行为。设计团队希望擦掉街头等同廉价的刻板印象，以全球首家以全大理石材打造的滑板公园作为标志及信号，模糊传统对于街头及主流文化价值的边界，让来访者更专注于由滑板运动所催生出的文化视角与时尚视角，为街头文化的衍生商品提供一个充满创意和质感的场所。

Skateboarding, as one of the official sports of at the Tokyo 2020 Summer Olympics, is no longer a street sport unrecognized by the mainstream. Various Associates hoped to break the stereotype that “street equals cheap”. Therefore, the team created the world’s first marble skate park to blur the traditional boundaries between street and mainstream cultures, allowing visitors to focus on the cultural and aesthetic aspects of skateboarding. Furthermore, the park also provides a creative and quality space for products derived from street culture.

在当前的时尚潮流语境下，商业也开始拥抱街头，纷纷向滑板运动抛来橄榄枝，为品牌提供户外公共区域打造活动空间，年轻消费客群也将滑板视为时尚生活方式。万社认为在这个高奢品牌林立的现象级商业项目中拥有一个从街头文化而起的滑板公园正是对不同文化的交融及认可。

In the context of current fashion trends, commercial venues are beginning to embrace the street and provide outdoor activity space for brands. Meanwhile, young consumer groups are increasingly taking skateboarding as a fashionable lifestyle. Designed by Various Associates, the street culture-rooted skateboard park in Taikoo Li Qiantan, which gathers many luxury brands, is a response to the fusion of different cultures.

Public-led urban commerce

城市商业的公共引领

带着打破思想及商业边界的设计初衷，设计团队找寻着质感与街头的平衡点，从当下青年热衷的运动文化切入，完成一个从室外到室内，从实用到趣味，具备多重意义的滑手聚集地。这个以大理石堆砌而成的公园实现了一个街头文化和高端兼容的现实作品，发展成一个具备意义的城市商业公共空间设计。

In order to break the boundary between culture and commerce, the designers tried to strike a balance between luxury and street. Starting from the youth’s passion for sports culture, the team conceived a gathering place for skaters, which is both outdoors and indoors, practical and fun. This marble skate park is a realistic integration of street culture and luxury, and a significant urban public space in a commercial setting.

▲A&S kiosks integrating multiple functions具备多重功能的大道亭子

设计后的街头结构公园具备滑板、休憩、咖啡及pop-up的多重功能。室外的大理石亭子是咖啡及饮品供应区域，铜色AVENUE & SON的logo以传统的工艺镶嵌于石材当中，配以大道之子经典的路灯元素，代表着属于大道之子街头文化的精神，指引着夜晚穿行的道路。

The street-structure park carries multiple functions for skateboarding, leisure, cafe and pop-up activities. The outdoor marble kiosk is a coffee and beverage area, and the bronze AVENUE & SON logo is inlaid into the stone by traditional craftsmanship. The classic street light that represents the brand’s street culture guides the way through the night.

▲Symbol lamp on square广场上的标志性路灯

早在2016年，AVENUE & SON作为中国首个滑板文化代表就开始以pop-up的形式在线下与消费者开始接触，通过丰富多样的社群活动进一步拓展滑板文化的边界。7年来，A&S不仅吸引到滑手、音乐人、艺术家等多样化群体的目光，更成为青年文化的合作优选，代表中国滑板文化与世界多个品牌互动，传递全新的认知。

As early as 2016, AVENUE & SON, as the first representative of skateboarding culture in China, started engaging with consumers in pop-up stores, and expanding the boundary of skateboarding culture through diverse activities. 7 years later, the brand has not only attracted the attention of skaters, musicians, artists and other groups, but also has become the preferred choice for young people. On behalf of Chinese skateboarding culture, it has interacted with many brands from around the world, such as Louis Vuitton, Dior, Fred, Off-White™ and Palace, to convey new ideas.

▲Artist preparing the setting艺术家布置现场

Design language from outdoors to indoors

由外至内的空间语言

“当我们问A&S的创始人们他们觉得最棒的滑场是哪的时候，他们说街道的一切就是最好的滑板区域。而当我们观察他们的日常活动时，发现阶梯、绿植围挡，甚至是一些小坡道都是他们喜爱并擅用的滑行轨迹。所以在设计语言上，我们并没有采取滑板场常用的弧坡，而是希望用直线或斜线这些更加硬朗的线条，以带有美感的手法在空间内诠释街道的元素，同时也避免了弧形的空间造型造成的安全问题。”万社设计团队介绍道。

“When we asked the founders of A&S where they thought the best skate park was, their answer was ‘street’. As observing their daily activities, we found that steps, fences and even small ramps on the street were the skate tracks they loved and excelled at. Therefore, as approaching the design, we did not adopt curved slope commonly found in skateparks, but applied straight and oblique lines, which are more rigid, to interpret the elements of the street with an aesthetic language, and meanwhile to avoid the safety problems caused by curved spaces,” Various Associates explained.

▲A design language from the street由街头延续的设计语言

入口处传统的金属折叠门是一种对旧时街道元素的回忆及延续，精致的金属卷闸印有A&S logo字样，与身处当代的商业群建筑风格产生了奇妙的矛盾感。

The traditional metal folding door at the entrance is a reminiscence and continuation of the old streets. The delicate metal slats imprinted with the brand’s logo create a striking contrast to the contemporary architecture in the commercial complex.

▲Classic metal folding door金属折叠门

两边楼梯结合中间轻微坡度还原了上海街头的某些熟悉的场景，适当的高度给予滑手们滑行的可能同时也让产品处于不同的高度上，顾客在入口处拥有更好的视角。

The two staircases, together with a slight slope in the middle, recreate familiar scenes on the streets of Shanghai. The appropriate height makes it possible for skaters to glide on the structures, and also enables customers at the entrance to get a better view of products displayed at varied heights.

▲Slide on the stairs滑行于阶梯上

空间核心的斜坡元素同样来源于滑手们日常街头游走时的印象，滑手可以用滑板在室内外穿梭完成特别的体验。

The core ramp element in the interior space originates from skaters’ daily street routes. Skaters can skate through the interior to the outdoors, which creates a special experience.

▲Core ramp language核心的斜坡语言

室内外一体的斜坡及空间语言，带弧度的扶手栏杆，上下坡的对称关系，天花上如道路标线一般的轨道。一切的目的是让街头的元素与大道的DNA及空间美学做融合，从而成为大道之子独一无二的归属地，高级但接地气，街头但富有质感。

Unified ramps and spaces at indoors and outdoors, curved handrails, symmetrical upper and lower slopes, as well as tracks on the ceiling resembling road markings, are meant to integrate street elements with the brand’s DNA and spatial aesthetics, thereby producing a unique, appealing destination that is classy yet popular.

楼梯侧面印有品牌的logo，起始地以及成立时间，灵感来源于马路上很多道路的名字的标识方式，以细微的线索连接大道的DNA。

Inspired by the way that streets’ names are marked, the side part of stairs is imprinted with the brand’s logo, birthplace and time of establishment, which echoes the DNA from streets.

▲Brand logo品牌标识

Display of product diversity

展示产品的多样性

基于品牌的街头DNA，AVENUE & SON也是一个连接街头社群的创意平台，品牌的产品设计、模特、视频及lookbook拍摄、后期制作、活动推广等所有内容都由滑手完成。滑板视频是记录这项运动最酷也是最基本的需求，因此巨幅的屏幕也是此空间的灵魂。

Based on the brand’s street-rooted DNA, the AVENUE & SON flagship store is a creative platform that connects with street skateboarding community. Its product design, models, LOOKBOOK shooting, video production andpromotion campaigns were all contributed by skaters. Video is necessary for recording this cool sport, so the large screen displaying the brand’s creativity is the soul of the space.

▲Big screen in the center位于中心的大屏幕

衣服展示区则设立于屏幕的后方，顾客以环线动线穿梭其中，保证所有货品的可视化及方便店员针对性提供产品介绍服务。闭环动线绕过不同高度及造型的展台将鞋、帽、衣服、滑板分区，实现更针对性的购物体验。

Behind the screen is the clothes display area, where customers move along a circular circulation route, which ensures the visibility of all products and facilitate responsive product introduction services. The closed circulation route bypasses display stands of varied heights and forms, to separate display areas for shoes, hats, clothes and skateboards, hence realizing more efficient shopping experiences.

▲Display area following the customer circulation客户动线围绕着展示区

▲Separate display areas for different products不同的产品有自己的展示区

其余的功能区域也隐藏在大型屏幕的背后区域，大型的钢架背后是等候区域、仓库、及试衣间。钢架的A型造型来源于品牌A&S的首字母A，钢架下方可以放置休息座位，也可以是一个临时的服装展示区。

Other functional areas such as waiting area, storeroom and fitting room are also hidden behind the large screen. The back side of the screen is an A-shaped steel frame, which extracts the “A” letter from the brand’s name. Under the steel frame is a seat, which can also serve for temporary garment display.

▲A-shaped steel frame钢架A型结构

核心的斜坡除了是不同品牌跨界时的pop-up区域外，同样也是滑板及其他产品的展台，也可用于涂鸦或图案vi的展示。具备包容性及中性的空间留白给予A&S与不同品牌合作时候的自由度，无论是任何品牌进入这个空间，都可以从容的展示自己的品牌态度。

The core ramp is not only a pop-up area for cross-brand collaborative activities, but also a stand for presenting skateboards and other products. It can also be used for graffiti or graphic display. This inclusive and neutral “blank” area provides flexibility for collaborative events between A&S and other brands, enabling various brands to fully showcase their attitudes.

▲Different co-operation with brands & artists与艺术家或品牌不同的跨界合作

其余的空间线条均以斜线勾勒出丰富的视觉效果，顾客能从多角度的反射中看到自己不同角度的影像。而“消失的”仓库及试衣间门，打开后是另一个镜面世界，同样斜线的空间语言贯穿全场。

Abundant oblique lines generate rich visual effects, and mirrored surfaces create multiple reflections which are visible by customers from various angles. Opening the hidden storeroom and fitting room doors, another mirrored world dominated by oblique lines comes into view.

▲The way to the storeroom behind the screen屏幕后方通往仓库的过道

▲Fitting room试衣间

Skaters’ night

滑手的夜晚

AVENUE & SON作为引领中国滑板文化的品牌，正在积累与沉淀属于中国滑板文化独特的印记。从街头滑向大道，打破束缚、自由多样，“野蛮”生长。此项目除了满足商业需求及品牌个性外，更多的意义是作为一个文化传递的空间，立足于传统商业群里。在前滩太古里顶层建立一处由外至内，开放包容的空间，既可供人沉思又可让不同年龄段的人享受这一活动的场所，直观的感受到滑板文化的乐趣。滑板品牌的入驻，也为商业空间带来更多活力。满足白天和夜晚全天使用的需求，为夜幕下的城市带来了运动的活力与年轻文化的能量。

As a leading Chinese skateboard brand, AVENUE & SON is developing a unique perspective of Chinese skateboarding culture. From street to avenue, the brand remains free and diverse, growing unrestrainedly. In addition to meeting commercial demands and fitting into the brand’s positioning, this project is more significant as a space for cultural exchanges based in a commercial complex. By creating an open and inclusive space in Taikoo Li Qiantan, it enables people of all ages to enjoy skateboarding and get to know the fun of skateboarding culture. On the other hand, the presence of the skateboard brand brings more vitality to the commercial complex. It’s available for use both in the daytime and at night. As night falls, it injects vigor and young energy into the city.

▲Skate park in daytime and at night从白天到夜晚的滑板公园