九年前，蕉下凭借一款主打“防晒功效”的双层小黑伞成名，而今，其产品线延伸到户外防晒全品类，成长为覆盖全品类的户外生活方式品牌。
Nine years ago, Beneunder made its name with small double-decker black umbrellas for “sun protection”. Today, its product line has expanded to full outdoor sun protection category, developing into a full-range outdoor lifestyle brand.
2022年，由UND主导设计的第四代店面形象系统,以“妙享户外”为主题,打造户外生活美学，为现代都市人提供生活的灵感。
In 2022, the fourth generation of the store image system led by UND, with the theme of “Enjoy the Outdoors”, creates outdoor life aesthetics with life inspiration for modern urbanites.
品牌调性的空间转译：
1.提高品牌辨识度，把户外的美好带进室内空间；
2. 主攻受众五感体验，为受众提供更亲密的接触，更友好的会见和更真实的体验。
3.升级陈列系统与材料系统，不仅满足功能、装饰，也符合主题的延续。
Spatial Translation of Brand Tonality
1. Improve brand recognition and bring outdoor beauty into indoor space;
2. Focus on the five senses with intimate contact, friendly meeting and real experience.
3. Upgrade the display system and material system, which not only meet the function and decoration, but also comply with the continuation of the theme.
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记忆中的自然
Nature in Memory
自然一直是人类艺术的灵感之源，伟大的艺术总是试图在质朴的自然中更新自己。
Nature has always been a source of inspiration for human art for renewing itself in pristine nature.
蕉下主打“轻松、健康、治愈”，因而规避前卫异形之作，更注重潜移默化的力量。通过场域的调度，合宜的尺度和关系的建立，让空间与产品相互因借生长，保持着适宜的距离和张力，渐次扩展出丰富的空间体验。设计师从纯野自然中提取出“记忆中的自然”，或抽象或具象地移入空间之中，构建成户外生活美学的结构与骨架。
With the focus on “Ease, Health and Healing,” it eschews avant-garde alien works in favor of subtle power through field scheduling, appropriate scale and relationship establishment, it allows space and products to grow with appropriate distance and tension, thus gradually expanding a rich spatial experience. The designer extracts the “Nature in Memory” from the pure wild nature and moves into the space abstractly or concretely to build the structure and skeleton of outdoor life aesthetics.
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自然与转译
Nature and Translation
年轻不一定只有潮、酷、先锋，也可以很有亲和力。人类经验的形成，总是先从一点开始，渐识一线，再知一面。决定空间质感的不只是材料材质，更重要的是质感所传递出来的内容。自然防晒、科技凉感不只是指尖可触摸到的产品与互动装置，也是一种自然趣味与人生况味。
Being young doesn’t have to be hip, cool and pioneering, it can also be very approachable. Human experience has always been formed from a point to the line and side. What determines the texture of space is not only the material, but also the content conveyed by the texture. Natural sun protection and cool technology are not only products and interactive devices that can be touched by fingertips, but also natural fun and life flavor.
▲外立面 Facade
空间中的自然，由直观的自然与转译的自然组成，转译的自然以马赛克的形式贯穿始终，包括门楣、地砖、木方墙，还有积木小屋。自上千张绿叶中提取出不同层次的绿形成的马赛克门楣。
The nature in the space is composed of intuitive and translated nature, which takes the form of a throughout mosaic, including lintels, floor tiles, wooden square walls and brick huts. Different levels of green can be extracted from thousands of green leaves to form the mosaic lintel.
由藤蔓的线性形象转译而来的道具架，设计朝着思考生活本质而非以商业空间为中心展开，在探索色彩、形式、科技、材料的过程中，形成“蕉下即户外，户外即蕉下”的心理景观。
The design of the prop frame, translated from the linear image of vines, focuses on reflecting the nature of life rather than commercial space. In the process of exploring color, form, technology and materials, thus forming the psychological landscape of “The Outdoor is Beneunder, and Vice Versa”.
▲展陈架系统 Display shelf system
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善意与便捷
Kindness and Convenience
一个设计的完成，并不尽然是把空间与空间连接起来，而是要用空间去构筑出善意与便捷。与当下流行的藏储式零售，提供琳琅满目的商品与人挑选不同，设计师更想通过场景化的展示，让人友好地进来，轻松地挑选。在设计师的理解里，商家和买家不是博弈关系，而是友好共生的关系。
The completion of a design is not necessarily to connect space, but to build goodwill and convenience with space. Different from the current popular retail stores that provide a wide range of goods for alternative, designers would like to make people with easy selection through scene display. In the understanding of designers, merchants and buyers are not game relations, but a friendly symbiotic relationship.
蕉下产品品类丰富、季节属性强，展示道具需包容性且灵活多变。设计师反复计算过不同品类的产品尺寸，多次设计、测试和打样陈列道具，以确保产品道具和底层陈列逻辑的通配性。最终定下敲定的陈列洞洞板系统和魔方系统，不管横向竖向，上下左右都可以自由组合,同时满足不同系列品类及不同季节的自由变换。
Beneunder offers a wide range of products and seasonal features, making the display items inclusive and flexible. The designer has repeatedly calculated the product size of different categories, then tested and made samples for many times to ensure the compatibility of product props and the underlying display logic. Finally, the display hole board system and Rubik’s cube system can be freely combined horizontally and vertically, so as to meet the free transformation on different series of categories and different seasons.
▲展陈墙系统 Display wall system
自然木方垒起来的小屋，就像森林里的“家”。把收银台安置在木屋中，给与顾客更友好的感官体验。建构屋子的木方具有收纳功能，置身木屋往外看，就是“户外”的场景。视角的巧妙转换可以融合时间与空间，在点、线组织的疏密之间，把户外的妙趣呈献给生活在方格子里的人。
The cabin built of natural wood is like a “home” in the forest. The cashier desk is placed in the wooden house to give customers a more friendly sensory experience. The wooden square that constructs a house has receive a function to place oneself as “outdoor” scene when viewing outward. The angle of view transformation can integrate time and space between the density of points and lines, so that presenting the charm of the outdoors to people living in the square grid.
▲木方小屋 Wood square cabin
空间材质以自然材料为主导，以柔和色系为基底，营造温暖舒适的空间气韵。然而至柔易弱，为中和空间调性，设计师在局部使用了金属、亚克力等现代材料。
The space material is dominated by natural materials, which uses soft colors as the base to create a warm and comfortable space atmosphere. However, to neutralize the spatial tone, the designer has used metal, acrylic and modern materials locally.
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绿野布夕阳
Green Cloth Sunset
▲试衣间 Fitting room
以有限的空间去承载无限的自然之声，并不只为歌颂天地自然，还寄寓着蕉下以户外生活美学为出发点的品牌理念。围绕“妙享户外”的主题，设计师为蕉下量身定制设计了“星空下的大树”装置，绵延不息的生命力，变幻的光圈环绕着树身，在天花与地面形成星空般璀璨的光影，指向那些被我们忽视的物事所潜藏的力量。
The limited space to carry the infinite sound is not only to celebrate nature, but also to embody Beneunder brand philosophy of outdoor living aesthetics. Centering on the theme of “Enjoy Outdoors”, the designer has custom-designed the “Tree under the Starry Sky” installation. The continuous vitality and changing circle of light surround the tree body, forming a starry light on the ceiling and the ground, pointing to the hidden power of those trifles we have neglected.
▲大树装置 Tree device
视野之外
Out of sight
描绘生命经验，制造时尚流行，生产大众消费，商业空间正随着消费升级而被描画出更多的功能与形式。然而，一个空间若不能给人启迪，无论具有多震撼的力量，终究是无法渗透到人的内心深处。人的生活有多种面目，而空间安顿生活，它们就像一首首诗篇，最终汇成我们的史诗，时刻提醒着我们是谁，我们从哪里来，我们要到哪里去。在步履和视野之外，在户外的奇妙世界，有更广袤的生活等待我们发现。
To depict life experience, manufacture fashion and produce mass consumption, commercial space is drawing functions and forms with the upgrade of consumption. However, if a space cannot enlighten people, no matter how powerful it is, it cannot penetrate into the depths of our minds. There are many faces of human life, while space is the life and poetry, finally assembled into an epic, always reminding us of who we are, where we have come from, and where we are going. Beyond our steps and beyond our vision, there is a much wider life to discover in the wondrous world of the outdoors.
▲道具 Props
▲施工 Construction
项目信息——
项目名称：蕉下·妙享户外
项目业主：蕉下
项目面积：120㎡
竣工时间：2022/06
设计团队：UND设计事务所
参与设计：周钰秀、赵玳淳、谭炫华、叶伢仔
项目摄影：小乐
特别鸣谢：顶源饰柜制品厂、 猩猩照明、帕加尼照明
灯光支持：赫之光.hesper
Project information——
Project name：Beneunder – Enjoy Outdoors
CProject site：OCO Park, Shenzhen, China
Project owner：Beneunder
Project area：120 square meters
Completion date：2022/June
Design team：UND Design Office
Main designers：Yingkang Ma, Yanhao Ma, Mingtong Zhang, Runwei Wang, Shubin Huang
Participants：Yuxiu Zhou, Deichun Zhao, Xuanhua Tan, Yazi Ye
Project Photography：Xiao Le
Main materials：Washed stone, Plexiglass, wood veneer, stainless steel
Special thanks：Dingyuan Cabinet Products Factory, Gorilla Lighting, Pagani Lighting
Lighting support：Hesper
