PRONOUNCED DESIGN 诰丰建筑 | hug 深圳万象天地店

成立于2016年的多品牌零售空间hug始终关注留存本质的好设计，思辩买手店的未来。从慢生活的成都、阿那亚，来到了飞速发展的深圳，Pronounced Design诰丰建筑希望为hug深圳首店打造一个包容的空间，不只是承载时装集合，更要能够灵活机动地呈现品牌文化。在精简的底色背景中，高光与亚光材质相互照映，形成粼粼有声的回响。在这个高速运转的多元城市中，“以静，来创造力量。”

Hug, a multi-brand boutique retail, was established in 2016 with a core focus on preserving the essence of good design while staying at the forefront of shopping trends. Pronounced Design, in its mission to create an all-inclusive environment for its first store in Shenzhen, has brought this vision from the slow-paced Chengdu and Aranya to the fast-growing Shenzhen. The store is not only a fashion emporium but also a platform to showcase brand culture in a flexible and mobile way. Against a sleek backdrop, the combination of high-gloss and matte materials complement each other perfectly. Shenzhen, a multifaceted city that operates at a frenetic pace is where “creating power through tranquility” is possible.

包容感是天然的吸引法则

Inclusiveness Attracts

在深圳人流最密集的商场中，hug大胆地以全新形象与人们建立连接：站在入口处就能感受到扑面而来的体量感——扎实、质朴、秩序井然，这种安静的包容感鼓励人们走入店铺静心挑选。空间以原建筑体的柱网为天然分界，以一个长方体块将空间、体验一分为二，在入口处形成干练简洁的结构关系。中间的长方体块包含了多面玲珑的综合功能形态，人可以自由地围绕其中穿梭、探索。其中体块的前半部分将底部结构柱镂空，模拟出了浮岛的观感，指引视觉顺着底层空隙穿透至后方的空间，在确保空间的通透性外，也铺垫了陈列的前后主次。

Hug makes a bold statement with its new design in one of Shenzhen’s busiest shopping malls. As visitors approach the entrance, they are greeted with an overwhelming sense of awe – a solid, rustic, and orderly aesthetic instills a sense of inclusiveness and encourages quiet exploration of the store. The space is naturally divided by the original building’s column network, with a rectangular block serving as a divider to create a simple and streamlined structural relationship at the entrance. The central block houses a multi-functional area, which is designed to allow visitors to explore in a free and unrestricted manner. To create the illusion of a floating island, the front section of the block has a hollowed-out bottom structural column, leading the eye towards the back of the store along the gap at the bottom. Hug’s innovative design concept fosters a deep sense of connection between people and spaces, exemplifying the power of inclusiveness.

“扎实、质朴、秩序井然，这种安静的包容感鼓励人们走入店铺静心挑选。”

陈列变奏曲

Proudly On Display

陈列作为零售空间重要角色，在Pronounced Design诰丰建筑设计师的规划中，落实出丰富的层次感和竟然的秩序感，不同材质的体量和各类产品交织，挂衣杆的长度和宽度给空间韵律带来巧妙变奏，这些巧思始终引导人的视线处于空间最舒服的位置，并给人持续探索的好奇感。

The interwoven volume of various materials and products, combined with hanging rods of varying length and width, create an exciting rhythmic flow throughout the space, naturally inspiring the curiosity of guests.

空间深处的房间有着大方的电光蓝色块，这枚个性鲜明蓝底白字hug标识是品牌响亮又忠实的宣言，呼应着品牌创始之初的初心。同时，浓墨重彩的蓝色也让前序缓慢的铺陈最终达到视觉的小高潮，留下视觉记忆点。蓝色的包裹让人暂时隔绝里外界的纷扰，在沉浸的环境中静心体验主打产品。

Deep within the store lies a mysterious electric blue block, proudly displaying the distinct blue-on-white hug logo – a powerful symbol of the brand’s original intention. The blue color builds up to a small visual climax, providing an impactful moment within the space. The blue wrapping effectively isolates visitors from the outside world, inviting them to fully immerse themselves in the unique brand experience.

细节的探索 & 材质的重构

Refining Details & Revamping Materials

为了给空间未来各类活动预留一定的延展性，建筑师尽量地弱化了硬装的材质，而是在道具上增加材料的碰撞–大理石的马赛克拼接、黑色哑光木漆面、高光木饰面包覆的柜台……用尽可能少的色彩调度出起承转合。可调节角度的镜面，用以配合不同的使用体验和不同的场景。弯管、直线、扁铁，有的从地上长出，有的从墙中伸出……像一个此起彼伏的实验场，但又不破坏成熟的整体性基调和横竖结构关系。“我们希望人在观赏着华服的同时，也可以感受到同样用心的道具细节，他们无一处不为功能考量，从而融为体购物验的一部分。”Pronounced Design诰丰建筑创始人林天皓Andy Lin补充道。

To allow for flexibility in accommodating various activities in the future, the designers opted to tone down the materials used in hard furnishings while amplifying the contrast between materials in the props. Featuring a mix of marble mosaics, black matte wood lacquer surfaces, and high-gloss wood veneer counters, these props use minimal colors to add depth and texture. Adjustable angled mirrors cater to different usage experiences, while bent pipes, straight lines and flat sheet metal protrude from walls and floors, creating an experimental ambiance without disrupting the overall tone and structural balance. “We hope people will pay attention to the intricate details we implemented in the design of the store, as they shop. Every feature was crafted with function in mind, seamlessly blending into the shopping experience,” says Andy Lin, founder and lead architect of Pronounced Design.

“各类道具像一个此起彼伏的实验场，但又不破坏成熟的整体性基调和横竖结构关系。”

零售空间的佳作永远是美学与商业并存的案例，林天皓Andy Lin认为：“美感的输出在前，服务和运营的商业也需持续的付出才能得到最平衡的状态。”在设计讨论的过程中，设计师与主理人都达成默契：这不会是一家姿态冷峻、不锈钢满天飞的高冷店铺，也不会是外观抓人眼球而向流量谄媚的店，要在设计上有柔和且刚毅的平衡，就如同一个看似温柔，但极有主张的女性，同于时下中国的独立女性。

For Lin, a successful retail space must blend aesthetics and business. “We must continuously strive for a harmonious balance of the output of aesthetics and the smooth operation of our business.” During the design process, both designer and owner agreed that the store should not appear too austere with stainless steel dominating the environment nor too focused on attracting foot traffic with a flashy exterior. Instead, they aimed for a soft and rigid balance in design, akin to a woman who exudes gentleness yet remains assertive, much like the independent women of modern China.