Joyce Beauty 上海兴业太古汇店宛如一片柔粉色的静谧天地，在周围都是奢侈品牌门店的环境中，我们希望打造一个温馨且吸引眼球的室内空间。以夕阳下沙丘的柔和曲线与色彩为灵感，采用单色调设计，衬托出每个品牌的独特魅力。柔和感是本项目的核心，贯穿于布局、形态与材料选择。
Joyce Beauty’s new retail store in Taikoo Hui is a blush-pink sanctuary. Surrounded by luxury brands we wanted to create an eye-catching, attractive and welcoming interior. Drawing inspiration from the softness and warm colours of rolling sand dunes at sunset, we created a monochromatic shell to allow each brand to be showcased. Softness was a key element that we reflected in the layout, form, and materials.
店内展示区分为四个部分，对应不同品牌分类。外立面以弧形橱窗为设计亮点，橱窗区域采用中性色调，与整体柔粉色形成视觉对比，灵活的设计便于频繁更换陈列内容。奶油色墙面与光感天花板为品牌提供个性化展示空间，便于自由融入图像、风格和LED屏幕进行个性化展示。
The display areas are organized into four sections for each brand category. The curved window display is a neutrally coloured space, which contrasts against the pink and offers flexibility for frequently changing displays. The soft tones of the cream shell and illuminated ceiling allow each brand to personalize an area with their own graphics, styling, and an LED screen.
入口处，柔软饱满的布艺基座与流畅起伏的石膏墙面吸引顾客进入店内，率先呈现「明星品牌」。对面墙上嵌入的木质货架用于陈列「核心品牌」。店内深处的「常规分类区」采用传统货架形式，将产品按类别展示，如眼部精华和香氛等。
At the store entrance, plump fabric plinths and an undulating plaster wall lead customers in, featuring the Star Brands. Timber shelving carved into the opposite wall houses the Key Brands. The general Category Display is located deeper within the store in a more traditional shelving format, where most products are organized by category, such as eye serums and fragrances.
私密区域包括员工储物空间和护理室，延续了流畅的曲线设计，采用轻盈的奶油色石膏。护理室作为一处静谧空间，专为面部护理和产品试用打造，配有手绘花卉装饰和舒适座位。
The private areas include a staff/storage area and a treatment room that maintains the smooth, curvilinear design language, but in a lighter, cream-toned plaster. This calming room, dedicated to facials and product testing, features its own display area with hand-painted florals and comfortable seating.
在布局设计过程中，我们充分考虑了风水、展示分类、库存管理、护理室和收银区等各项需求。在设计阶段，我们明确了关键的运营和顾客体验区域，平衡了客户在以往门店的实际经验与对顾客需求的理解，以及店铺外观和氛围的期望。设计重点为功能与操作性，例如基座中的隐藏储物抽屉和收银区定制的可隐藏、可拉伸礼品包装台等，均为提升空间实用性而精心打造。
Our layout explorations considered various Feng Shui requirements, display categories, SKUs, storage, the treatment room, and the POS area. Throughout the design phase, we clarified key operational, and customer experience zones, striking a balance between the client’s practical insights from previous stores and their understanding of their clientele, as well as the desired look and feel of the store. Functionality and operations were central to the design, from hidden storage drawers within plinths to bespoke elements such as a hidden, extendable counter in the POS area for gift-wrapping.
店内的标识标牌以灵活和简洁为主，标牌可以滑入货架或悬挂在「核心品牌」区域，便于快速更换和个性化调整。通过多方协作不断优化，标识系统在形式和功能之间实现了完美平衡。
The signage system was designed with flexibility and simplicity at its core, allowing plates to slide into shelving details or hang from shelves in key brand zones. This adaptability ensures easy customization. Refined through a collaborative prototype phase with the contractor and client, the system balances both form and function.
“设计师说”
Designer’s Statement
通过融入曲线元素，我们为原本呆板的长方形空间注入了流动感与生命力。这种设计语言仿佛沙丘的柔美曲线，呼应了自然赋予我们的灵感与柔和之美。
The introduction of curves throughout every aspect of the design created a sense of flow and movement within what was previously a rigid, rectangular space—an aspect we sought to emulate from the sand dunes, reflecting the softness of nature that inspired us.
项目信息
Project Info
项目名称：Joyce Beauty上海兴业太古汇店
项目地址：上海兴业太古汇南区LG1层LG169A
完成时间：2024
面积：85平方米
设计总监：Hannah Churchill
首席设计师：Alex Davies
设计团队：周昌维、李何珊
施工方：北京创汇嘉盛装饰工程有限公司
照明顾问：上海光赋照明设计有限公司
摄影：Brian Chua
网站：https://www.hcreates.design
联系方式：info@hcreates.design
Client: Joyce Beauty
Project Location: LG169A HKRI Taikoo Hui Shanghai
Completion Year: 2024
Gross Built Area: 85sqm
Design Principal: Hannah Churchill
Lead Designer: Alex Davies
Design Team: Changwei Zhou, Heshan Li
General Contractor: Beijing C Décor Engineering Company Ltd
Lighting Consultant: Lifor Design
Photo Credits: Brian Chua
