杜兹设计丨当 Balabala 遇到了北京大兴机场

新时代购物模式的转变和消费者追求高层次的影响下，零售空间的设计越来越多的注重消费者的品牌体验。在Balabala的机场零售空间概念店上，杜兹设计从空间体验和品牌与用户的联系出发，打造了一个“云上的 Balabala”

Under the influence of the new shopping model and level of consumers, the retail space design is increasingly focusing on brand experience. At Balabala’s retail concept store in an airport, DUTS Design created a “Balabala above the cloud” concept, starting from the space experience and the connection between the brand and consumers.

设计的开始 Start of the design

杜兹设计首先为Balabala设计的是北京大兴机场店，空间零售店坐落于机场S-F02-031航站楼。北京大兴机场是已故建筑大师Zaha的设计作品，是目前世界上单体最大的机场航站楼，从空中俯瞰，“如意祥云”的造型格外壮观，已经是知名的建筑IP。

the store for Balabala designed by DUTS Design is located in the Beijing Daxing Airport terminal S-F02-031.This airport is the latest work of the architect Zaha Hadid.It is currently the largest single airport terminal in the world.For the view of the sky,the shape of “Lucky Cloud” is particularly spectacular and is already a well-known architectural icon.

▲机场内部图

“与其让Balabala机场店变成单一的零售空间，不如将Balabala自身品牌基因与大兴机场的视觉元素融合呢？”杜兹设计创意总监钟凌说。带着这种思考，设计师计划将“祥云“搬入面积仅有62平方米的零售店中。

“Instead of turning Balabala Airport store into a single retail space,why not integrate Balabala‘s own brand genes with the visual elements of Daxing Airport？” Said Zhong Ling,creative director of DUTS Design.With this logic,designers plan to move “Lucky Cloud” into a retail store with an area of only 62 square meters.

▲设计概念图

作为机场店，相比较其他商业区的零售店，用户一般愿意花费更多的时间去驻留，加上Balabala一直在探索儿童生活方式的体验和表达，所以机场零售店很适合品牌与顾客建立联系。而这些的前提是首先要吸引孩子们主动走入这家店，然后最大化的留住孩子和家长们。

As an airport store,compared to other retail stores in commercial areas,users are generally willing to spend more time to stay,and Balabala has been exploring the experience and expression of children‘s lifestyles,so airport retail stores are very suitable for brands to connect with its customers.The premise is to attract children first,letting them to take the initiative to enter the store,and then maximize the retention of children and parents.

▲入口处

因此，在空间最瞩目的位置，杜兹为巴拉巴拉的设计一朵专属“祥云“，让其成为用户的视觉触点和品牌的视觉锤，家长们可以在这里了解品牌，孩子们可以沉浸在一个巴拉巴拉的”云空间“里。

Therefore,in the most suitable position of the space,DUTS Design created a unique “Lucky Cloud” for Balabala,making it a visual connection for the users and the brand.Parents can learn about the brand here,and the children can be immersed in a Balabala‘s “Cloud Space”.

参数化的“祥云” Parameterized “Lucky Cloud”

整个项目面积为62平方米，如何在不大的商业空间“塞下”一朵云，制作出震撼的视觉效果，还能保证SKU的陈列要求，来同时满足人们的视觉和购物体验？

The entire project covers an area of 62 square meters.How to “plug” a cloud in a small commercial space to create a stunning visual effect,and also ensure SKU display requirements to meet people‘s visual and shopping experience at the same time？

在云的大小和外形上，通过模型与图像研究与计算，在机场店这个狭小的空间内创造出丰富流动的空间，同时满足人流的自由通行与货物的最大限度展示。在多次对空间高度与周边间距与的分析与尝试下，设计流线可以满足不同年龄阶段的儿童以及成人顾客连续多样的游玩与购物体验，并且让不同角度能富有变化。

Through the research and calculation of models and images of the cloud,a rich circulation space is created,while satisfying the free flow of people and the maximizing the product display area.After many analyses and attempts on space height and peripheral spacing,the design streamline can meet the continuous and diverse experience of children and adult customers.

▲分析图

设计师希望项目的施工可以最大化程度的还原设计。在材料的选择上，配合树脂材料加入了木材的运用，为设计空间提供了真实灵动的感觉。在数字化建造技术的帮助下，通过分块拼装的技术手段，不仅较高程度的还原模型，还在较短的工期内完成了建造。

The designer hopes that the construction can be reproduced by the digital model.In the choice of materials,the use of wood in conjunction with the resin material provides a real and flexible feeling for the space.With the help of digital construction technology,not only a higher degree of restoration model but also a shorter construction period through the block assembly.

▲展示区

对于巴拉巴拉来说，这造型优雅灵动的“祥云”，富有变化的不同角度造型，行云流水般的流动空间，都在启发孩子们多角度思考事物，看待事物的方式，激发他们天马行空的想象力。

For Balabala,this “Lucky Cloud”,full of varying shapes,and flowing spaces like clouds and water are inspiring children to think about things from different angles and points of view,boosting their imagination.

▲“祥云”的不同角度造型

收纳功能强大的“技术墙” Powerful storage “technical wall”

对孩子而言，空间内的“祥云“带来了童趣和想象力，但零售空间本质还是具有一定的商业属性，如何在满足孩子的同时也满足家长的高雅审美和逛购需求？

For children,the “Lucky Cloud” brings childishness and imagination,but the essence of retail space still has certain commercial attributes.How to satisfy the needs of parents at the same time？

杜兹设计在空间的四周设计了收纳功能强大的“技术墙”，45度斜切的竖向隔板既能在隐去商品又能展示商品，让陈设空间能够很好地进行不同区域的分割之余又不失成为一个整体，同时当访客在店内穿梭时，可以清楚的发现及找寻适合的衣物。

DUTS Design has created a powerful “technical wall” around the store.The 45-degree beveled vertical partition can hide and display products,allowing the display space to be well divided into different sub-spaces but giving the feeling of being a single unique piece.At the same time,when visitors walk through the store,they can clearly find suitable products.

▲收纳“技术墙”

一体化设计的“技术墙”采用了高级灰来衬托“祥云”的纯净白，整体用色简洁，使得本身色彩缤纷的儿童商品陈列更加突出有序，避免喧宾夺主。空间超强的现代感和层次感，简单大方的造型也符合80后新一代家长的审美。

The integrated design of the “technical wall” uses high-level gray to set off the pure white of “Lucky Cloud” and the overall color is pure and simple,which makes the colorful children‘s merchandise display more vivid.The space has a strong sense of modernity,and its elegant shape is also in line with the aesthetics of the new generation of parents after the 80s.

▲服装展示区

“云上的巴拉巴拉” 所具备的未来感与大兴机场的整体建筑的科技感融为一体。后续杜兹设计又沿着风格操刀设计了巴拉巴拉武汉机场等零售空间店，从而诞生了一个“云上系列”。

The futuristic sense of “Balabala above the Cloud” is integrated with the technological sense of the overall construction of Daxing Airport.Subsequent DUTS Design followed the design of Balabala store in Wuhan Airport,resulting in a “cloud series”.