诺亿设计 | ALL BEINGS上海首店

01.引子

2021年9月，买手店KIKS Beijing以一场与All BEINGS（本土潮流品牌）展售作为其完成店铺升级后的首次亮相，店铺设计团队ROOI为空间赋予的留白被All BEINGS填上了自己的基因——动物的图纹包裹着隔墙板，入口处的“KIKS”logo也被五颜六色的“All BEINGS”洗标包裹。这场展、售结合的开业活动反哺到了KIKS与All BEINGS两品牌的财报数字上，也让促成ROOI与All BEINGS结缘。2022年8月，All BEINGS上海首店迎来了开业礼，其店铺同样由ROOI团队担纲设计。

01.Our Story

KIKS Beijing, a buyer store, launched an exhibition-sale event with All BEINGS, a local trendy brand, as its debut after upgrading store design in September 2021. In this upgrading, the gene of All BEINGS are highly embodied. The partition panels are wrapped by animal patterns, and the “KIKS” logo at the entrance is also covered by a colorful “All BEINGS” wash label. This opening event, which combines exhibition and sales, shows its place in the financial report of the two brands KIKS and All BEINGS, and has also contributed to the collaboration between ROOI and All BEINGS. With the efforts of ROOI team, the first store of All BEINGS in Shanghai welcomes its opening ceremony in August 2022.

▲立面夜景图 Facade night view

02.跳脱环境、融于社区

All BEINGS店铺位于上海愚园路的西起点，这是品牌创始人眼中“最具有上海特质的地方”。这条路上，城市微更新一场接一场，网红小店一家接一家。作为外来潮牌的上海首店，All BEINGS既需要一个具识别性、吸引力的亮眼形象，以便从居民楼和周边的店铺脱颖而出，宣告品牌对上海市场的野心；又需要融入社区，以开放的姿态连结品牌与消费者，拉近彼此的距离。

02.Stand out and Integrate

The All BEINGS store is located at the west Yuyuan Road in Shanghai, which is “the most characteristic of Shanghai” in the eyes of the brand founders. On this road, we can see the city is always updating itself. Plenty of popular shops keep showing themselves one after another. As an outside brand, it is vital for All BEINGS to have a recognizable and attractive image to stand out from the residential buildings and surrounding stores to announce its ambitions for the Shanghai market; Meanwhile, it is necessary to integrate into the community to be closer with its consumers with an open mind.

▲入口装置左视图 Facade left view

基于此，ROOI诺亿设计团队“以退为进”。最终的All BEINGS店铺并未像它的“邻居”一般向道路“入侵”，而是向内退让出一个小型公共空间，为狭窄的人行道留出一隅“喘息之地”。四面红色的片墙般的结构体极具视觉张力，它们由轴心的柱体生长而出，向外张开，打破原建筑的立面秩序，从城市的夹缝中挣脱出来，宣告着品牌的热情好客：它欢迎附近的居民和消费者在此休息聚集，必要时遮风挡雨……这处宽约2m的灰空间中，墙、顶、地均可作为“展板”，被品牌的当季纹样包裹，成为可互动的展览、可步入的橱窗、能“出片儿”的影棚，以更具交互感的方式传递品牌文化，促进消费者与线上线下的“观展”受众相互引流。

Given that, the ROOI team takes backwards as progress. With ROOI’s design, All BEINGS store does not invade the road like its neighbors, but retreats to leave a breathable small public for the narrow sidewalk. The four-sided red wall-like structures with great visual tension grows from the axis of the column and open outward, breaking the facade order of the original building. With great hospitality, it welcomes nearby residents and consumers to rest and gather here, and shelter from wind and rain. In this gray space with a width of about 2m, the walls, roof and floor can be used as “display panels”, which are displayed by the brand’s seasonal pattern. It is not only an interactive exhibition, but also a window that you can walk into, and a studio like that can “produce fancy photos”. The brand culture is successively conveyed in a more interactive way, promoting the mutual drainage of consumers.

▲入口装置旋转示意图 Rotational installation of the entrance

▲入口举办活动效果图 Rendering of the entrance for compain

03.对话品牌，包罗万象

作为一个由建筑师、空间设计师、服装设计师组成的跨界团队，ROOI在设计零售空间时更容易从“主理人”的角度进行思考，将品牌基因潜移默化地拆解于空间。“无性别、无年龄，没有形式的拘泥，没有风格的限定”。 All BEINGS诚如其名，将“包罗万象” 、“人人皆可”作为品牌的内核。

03.Talk with Brand and Encompass with the World

As a cross-border team composed of architects, space designers, and fashion designers, ROOI is more likely to think from the perspective of the “brand manager” when designing retail spaces, and subtly disassemble the brand gene into the space. “No gender, no age, no formal constraints, no style restrictions.” All BEINGS, as its name suggests, takes “inclusiveness” as the core of the brand.

▲入口打卡区域图 Popular photo spot view

▲入口灰空间图 Transition space view

▲入口打卡区域图 Popular photo spot view

这间面积仅八十平米左右的店面以水泥灰和白色为主调，以中性的色彩赋予空间可生长的留白，包罗着品牌的“万象”。同时，取自VI色的红、蓝、绿、黄缀于空间，以更跳脱、张扬的方式表达一种兴奋、高亢、积极、极具能量感的状态——这正是品牌希望为愚园路带来的情绪。而可旋转隔板的存在则让每个进入all beings店铺的人都有机会成为定义空间的主体，调整其形态和动线。这一巧思与品牌所强调的“人人皆可”不谋而合。

This store, which covers an area of only about 80 square meters, is dominated by cement gray and white, and those neutral colors tell space’s emotion. The VI color, red, blue, green, and yellow are embellished in the space, expressing a state of excitement, high-pitched, positive, and energetic in a more detached and publicized way – this is exactly what feeling the brand hopes to convey to Yuyuan Road.The medium for “scenario marketing”

▲室内入口视图 Entrance interior view

▲看向收银台视图 View to the cash desk

▲挡板背后视图 Back of the panel

▲可活动装置平面示意图 Rotational installation Plan drawing

▲轴侧图 axonometrical drawing

04.店铺，作为“场景营销”的媒介

在网购普及化的当下，实体店作为品牌“场景营销”的有力媒介，其设计不仅仅关乎空间，更像是一场“策展”，即：以商品为道具、以生活方式为情境，策的是购买需求，展的是品牌调性。深耕零售空间的ROOI团队在All BEINGS店铺设计中所构筑的正是商业与策展的共融，他们希望借由店铺设计塑造独特的感官体验，令其灵活变化，是旺季的“零售店”和淡季的“媒体屋”，用不断更新的交互方式、持续输出的品牌文化，深植用户心智。

04.The medium for “scenario marketing”

With the popularity of online shopping, brick-and-mortar stores are a powerful medium for brand “scenario marketing”. Their design is not only about space, but more like a “curation”. Stores are designed based on the purchase demand and brand tonality exhibition with products as props in a life scenario. With this cognition, the ROOI team, which is deeply involved in the retail space, has built the integration of commerce and curation in the design of the All BEINGS store. They hope to give customers a unique sensory experience where space is flexible and changing. It works as a “retail store” in peak seasons but a “media house” in the off-season. In this way, the brand culture is deeply rooted in the minds of consumers with constantly updated interactive methods.

▲室内装置旋转示意图 Rotational installation of the interior

轴心柱与片墙式构件的结合而成的可旋转装置从入口延伸至室内，具备挂衣功能的横向悬杆与之结合，在视觉上形成线面交错、疏密有致的效果。整个店铺除去后场的更衣室、储藏室外，不再设任何固定隔断。ROOI从日常销售、商业策展、活动沙龙几种场景出发，确定轴心柱的点位和片墙、悬杆的旋转角度范围。收银台和零售区的“片墙”中部设有凹槽和灯带，便于放置饰品、鞋或主题展品（如潮玩手办、运动器材等）。它与横向悬杆共同满足了不同衣物的展陈需求。悬挂于头顶的片墙则拓宽了“观展”的方式，也丰富了进入空间的知觉体验，其底端距地不低于2.2m——这是大多数人免于碰撞的安全距离。

The rotatable installation formed by the axial column and the wall-type facility extends from the entrance to the room, and the horizontal suspension rod with the function of hanging clothes is combined with it, which forms the visual effect of staggered lines and planes. The entire store only sets the locker room and storage room in the backcourt, and no longer has any fixed partitions. Considering several scenarios of daily sales, commercial exhibitions, and event salons, ROOI determines the position of the axis column and the rotation angle range of the wall and suspension rod. There are grooves and light strips in the middle of the “wall” in the cashier and retail areas, which are convenient for placing accessories, shoes or themed exhibits such as trendy figures, sports equipment, etc. It meets the display needs of different clothes together with the horizontal suspension rod. The wall hanging overhead broadens the way of appreciating the exhibition and enriches the perceptual experience when entering space. To avoid collision, the lowest point from the bottom of panels is no less than 2.2m from the ground.

▲室外角落视图 View to the corner

▲粗糙与精细 Rough and smooth

这些具有漂浮感的装置允许视线和声音的渗透，配合丰富的镜面材质，在扩大空间感的同时构筑一种视错觉。值得一提的是，片墙的形态恰好呼应着All BEINGS标志性的方标，这为品牌提供了更信手拈来的二次创作“画布”–善用色彩、印花、拼叠等设计语言的All BEINGS可根据其各季的主题或纹样灵活将片墙包裹。随纹样的变化，店铺在内敛或张扬间切换，包罗万象，刚好契合了品牌的世界观。消费者进入空间即进入一座实时更新的品牌故事馆，探索、发现、邂逅……调动所有感官知觉，沉浸于All BEINGS营造的幻境。

These floating installations allow the penetration of sight and sound, and create an optical illusion with rich mirror materials, while expanding the sense of space. It is worth mentioning that the shape of the wall perfectly echoes the iconic square logo of All BEINGS, which works as a canvas for secondary creation. By this, All BEINGS can use different colors to wrap the panels according to different themes or patterns. With the change of patterns, the store switches between restraint and publicity, which is all-encompassing, just in line with the brand’s world view. Once consumers enter this store, they will stay in a real-time updated brand story hall to explore, discover, encounter and mobilize all sensory perceptions, and immerse themselves in the illusion created by All BEINGS.

▲看向室外视图 View to the outside

▲室内举办活动效果图 Rendering of the interior for compain

店铺与店外空间借由超白透的无边落地玻璃相连接，这让内部空间清晰可见，穿梭的其间的客人、不断衍生的可变性……悉数呈现于外部大众眼前。在观看与被观看间，品牌方与消费者共同构成为展览赋予意义，在不曾察觉时，“你，已被策展”。

The store itself and outside space are connected by the ultra-clear, boundless floor-to-ceiling glass, allow the interior space to be more transparent, presenting the scenes of the interior to the outside public. In the moment of watching and being watched, All BEINGS and consumers contribute together to the exhibition, without any awareness, “you have been a part of this curation.”

▲室外映像视图 outside reflection view

▲镜像的世界 View of reflection

05.设计之善

项目内外的一应设施全部由工厂预制完成，它们组装容易，对场地的干预极小，构件和面层材质均可灵活更换。所有陈列装置都可以进行灵活的重复使用，品牌在其它场地进行快闪活动时可以快速将这些活动板拆卸并适应不同的场地，同时室内也可以快速清空或更换布置方式，以满足品牌的各类活动需求。设计最大程度减少了现场施工造成的污染和时间浪费，大大降低了后续的运维成本，这种可持续思维亦是ROOI一贯的坚持。

05.Design with Sustainable Thinking

The facilities in the project are all prefabricated in the factory. They are easy to assemble with minimal intervention on the site. All display units can be flexibly reused, and brands can quickly disassemble these panels and they are able to adapt variety of commercial environments when conducting pop-up events in other venues. The space can also be quickly emptied or replaced to meet the brand’s various event needs. Components and surface materials can be flexibly replaced, that minimizes the pollution and time waste caused by on-site construction, at the same time it greatly reduces the maintenance costs. The sustainable design thinking is always what ROOI team insisted on.