DESFA GROUP | bloomhub饰品买手店

DESFA GROUP为时尚品牌bloomhub设计了全新的珠宝和眼镜买手店，设计师以“都市绿洲”的概念，在趋于灰度的城市背景中营造了一个柔软、开放、宜人且惊喜的空间。

Desfa Group designed a new boutique store for bloomhub, retail brand that sells jewelry and sunglasses. Based on the concept “urban oasis”, the designers created a soft, open, pleasing and surprising space in a gray urban setting.

现代都市宛如鳞次栉比的钢铁森林，绿洲则是栖息于高楼之间的开放空间，为高强度快节奏的生活提供了舒缓之地。

An urban oasis is an open space located in between buildings or formed by surrounding buildings in an urban setting.

设计师在实际问题的解决之中激发灵感，构想了“都市绿洲”作为本案的主要设计概念，希望创造出自由漫步于都市与自然之间的购物体验。

This was the main inspiration for the project, as most of the merchandise was required to be displayed on elevation. The design was aimed to create shopping experiences where customers can freely stroll between city and nature.

“都市”——矗立的现代大厦

“Urban”——modern high rise buildings

满足特定商品的展陈要求，是设计师首先要面对的挑战。商店需要容纳的商品数量众多，采用集约的垂直陈列需要考虑顾客的视野，设计师联想到组合式结构，随即都市中高楼大厦的形象闯入脑海，高楼立面蕴含的重复与灵活的几何韵律，体现在珠宝的展柜设计之中。

It was challenging to display a large number of merchandise in a 153sqm space. To meet the design requirements, Desfa Group created many modular display boxes in varying sizes, and combined them vertically around the space. The simple, repetitive form of the vertical display elevations remind of modern high rise buildings. Each jewelry collection gets its own dedicated cube, which is attached to the wall in the back.

▲bloomhub入口外观概览 Entrance elevation

▲bloomhub入口展示橱柜 Window display at the entrance

蓝色的模块化展柜在垂直方向上错动，富余的单元会组合成特殊的尺寸，最终呈现如高楼立面般生动变化的表情。

Vertically-combined blue modular display units are arranged in different sizes, presenting interesting expressions like the facade of a high rise building.

▲垂直方向上错动的蓝色单元展柜 Vertically-combined blue modular display units

原始空间的墙面长度有限，即使满铺也难以容纳要求数量的珠宝展柜。于是设计师突破原始空间对想象的束缚化直为曲，不仅提高了45%的展示面积，而且创造性地改变整体空间的形态，使其更加柔软。双色的大理石铺地也呈曲线划分，渐次地传递出“都市绿洲”的设计概念。

The existing walls were reshaped in curves, which increased the display area by 45% and softened the overall space. Curved languages are also reflected in the floor pattern. Two colors of terrazzo are separated by thin metal strips, resembling pathways in urban oasis.

▲地面概念，城市肌理中的景观意境 Floor concept： pathways in urban oasis

▲富有创意的曲面展柜及双色的大理石 Creative curved wall and terrazzo

面向街道展示的橱窗面打破了曲面的连续性，于是设计师将余下的墙面设计成锯齿状的斜角展柜，与曲面形态形成对比，借由艺术与功能的平衡，能够抓住顾客的眼球。

The display window along the street creates transparency. It reveals the artistic, functional integration of angularly-placed blue display boxes and curved wall, hence capturing the attention of passersby.

▲墙面首饰展示区分析图 Diagram of wall display for jewelry

▲锯齿状的斜角展柜，以及面向街道展示的橱窗面 Angularly-placed display boxes and window display along the street

蓝色展柜里的珠宝非常精细，因此设计师专门为每个柜子设计了四个小射灯，并辅助一条隐藏的LED灯带，提供十分精准的照明。

Because items in blue boxes are very small and lighting needs to be very precise, the designers used special light dedicated for illuminating jewelry – four small spot lights for each box in addition to hidden LED strips.

▲锯齿状的斜角展柜，拥有十分精准的照明 Accurate illumination for jewelry in angularly-placed display boxes

曲面包裹的半围合空间创造了一个亲密的环境，顾客可以试戴心意的珠宝。

The curved wall creates a semicircle-shaped fitting space with seat in the middle. This semi-separated area allows customers to try on jewelry in a more intimate environment.

▲曲面包裹的半围合试戴区 Semi-enclosed fitting area wrapped by curved wall

“绿洲”——柔和的生态栖息之地

“Oasis”——greenery

曲面围合提取于建筑元素，中央的开放空间便是都市中的绿洲，吸引顾客自由穿梭于其中。独立的立柱结构有两种形式，圆形的不锈钢搁板适应眼镜展陈的特性，漂浮于支撑的灯柱之上，天花的反射效果令立柱在垂直方向上无限延伸。

While wall display is a reference to buildings, the middle open space is the oasis, where customers can walk freely between illuminated column structures. The free-standing columns for glasses display feature stainless steel shelves floating on light tube support. The mirror ceiling above creates reflections, and extends the erecting structures visually.

▲立柱眼镜展示区分析图 Diagram of column display for glasses

▲圆形的不锈钢搁板漂浮于支撑的灯柱之上 Round stainless steel shelves floating on light tube support

▲独立的立柱结构 Free-standing column structures

另外一种立柱则布满永生青苔，并在外围灯管嵌入三块镜面。现代几何的形式表现出植物的自然肌理，绿色生态融于都市时尚气息之中。

Another type of columns was inspired by hanging gardens. They consist of both stainless steel and moss, complemented with 3 mirrors each. With geometric expressions, those structures integrate vivid greenery into the stylish retail environment.

▲材质立柱分析图 Diagram of free-standing columns

▲布满永生青苔的立柱 Columns highlighted by moss

▲外围灯管嵌入三块镜面 3 mirrors are placed between light strips of each moss-featured column

鉴于眼镜需要更加整体的照明，设计师将LED灯带藏在拱形小窗背后，灯柱则作为辅助照明。

As glasses display lighting had to be more general, the designers used only LED strip for each individual glasses shelf hidden in the arch. Additional lighting comes from light tubes mounted in between arch shelves.

▲展柜的拱形小窗 Small arch shelves

令人惊喜的艺术装置陈列

Unexpected art installations display

曲面的背部分隔出一个隐蔽的角落，在这里大胆地使用了强烈的色彩和新奇的装饰。

外部的蓝色墙面延伸进角落，但背墙却使用暗珊瑚色，空间在统一的基础上创造了变化。

The exhibition room is hidden behind the curved wall. The design is different than in the shop, but still connected to it. Its front curved wall is the same blue color as the display boxes while the back wall is in dark coral color, showing unity yet changes.

▲曲面的背部分隔出一个隐蔽的角落Hidden corner behind the curved wall

▲外部的蓝色墙面延伸进角落，但背墙却使用暗珊瑚色 The blue curved front wall of the corner space is extended from the shop, while its back wall is in dark coral color

设计师希望将此特殊空间打造得更像艺术展览而不是商店，为顾客创造更多惊喜，但也兼顾部分商品的展示，于是使用了有别于展柜却更具趣味性的马头装置。而企图抓取饰品的手部装置寓意人类对美和装饰的欲望，展陈融合了更多的艺术特性。

The designers treated this corner space more like art gallery than a shop, but still had to display some of the merchandise. In order to create something unexpected on the coral wall, they used mannequin horse heads instead of regular display mannequins. The team also created small installations of human hands reaching to grab jewelry pieces, to show humankind’s eternal desire for beauty and decoration expressed though possession of jewelry.

▲更具趣味性的马头装置，使空间更像艺术展览而不是商店 Unique and playful mannequin horse heads make the space more like an art gallery than a shop

▲企图抓取珠宝的手部艺术装置寓意人类对美和装饰的欲望 Small installations of human hands reaching to grab jewelry pieces imply humankind’s eternal desire for beauty and decoration

商店仅有一块橱窗临街展示，通透的设计可使行人窥探到商店内部。艺术装置的灵感源于展开的书本，丙烯酸材料使其拥有良好的耐久度。

The window display along the street is kept transparent so that shop interior is visible from the outdoors. Inspiration for glasses support comes from open books, as glasses are associated with reading and intelligence in general. In order to make display more durable, the designers created “books” from acrylic instead of using real books.