蘑菇云设计工作室 | BONELESS

「你好，东山口」/ Hello，Dongshankou

BONELESS品牌简称BLS，由独立设计师团队联合在2018年创立于广州，是一个立足于街头文化的潮牌。“BONELESS”直译为“无骨的；去骨的；”，也可以解释为滑板运动的入门动作BONELESS，即手抓板的意思。这种动态的自由意志，以一种更为抽象的态度散布在每季发布主题中，时间和地域被消解，山海飞地和街头成为随时可抹去的背景，未来如何变化并不刻意表达。

BONELESS, also known as BLS, was established in 2018 in Guangzhou by a group of independent designers, with a focus on the street culture. Apart from the literal meaning, BONELESS also refers to a skateboard trick where you grab the middle of the board with your hand, plant one foot on the ground to pop the board up, and then land back on the ground with both feet on the board. This trick, representing the attitude of free will, is interspersed in the brand value and its design.

继2022年初在上海TX淮海开设概念店后，BONELESS和蘑菇云设计工作室再次合作，来到了人潮涌动的“广州潮流坐标地”东山口，共同打造全新的专属概念空间。在广州这样一个以“包容”著称的城市，BONELESS线下空间同样以更开放的姿态拥抱大众拥抱世界，品牌基因将以更开放、更持续的系统向未来驱动。

After opening a concept store in Shanghai’s TX Huaihai at the beginning of 2022, BONELESS and the SuperCloud Studio have once again collaborated to create a new exclusive conceptual space in the bustling Guangzhou fashion landmark of Dongshankou. In a city like Guangzhou known for its inclusivity, BONELESS’ offline space also embraces the public in an open manner. The brand’s DNA is driving towards future with a more open and sustainable approach.

▲「B」字头入口@东山口「B」at the entrance@Dongshankou

「头文字B」/ 「Initial B」

BONELESS于2023年启用了全新的VI系统，“B”字头浓缩为品牌辨识度元素，表达出更为直截了当的态度。

广州东山口店坐落在闹市，巨大的“B”字门头以不容置疑的尺度出现，并在室内空间中以多样化的形式露出。品牌LOGO与地理空间的彼此链接，建立了属于BONELESS的“B”字东山口能量场。

In 2023, BONELESS has adopted a brand new VI system, with the “B” letterhead condensed as the brand recognition element, conveying a more direct and straightforward attitude.

The Dongshankou store in Guangzhou is in a bustling area, and a huge “B” letterhead appears in an undeniable scale, exposed in various forms in the interior space. The connection between the brand logo and the geographical space establishes the unique energy field of BONELESS in Dongshankou.

Boneless 2022 VI主视觉

Boneless 2022 primary visual element

▲「B」字头入口@东山口「B」at the entrance@Dongshankou

▲「B」字头中间部分嵌入可变视觉 Dynamic visual background embedded into “B” letter

▲「B」字收银台，可变视觉背景（P2 LED屏幕） “B” letter cash register counter with dynamic visual background (on P2 LED screen)

▲品牌质感在收银台的形式传递 Cash register counter design conveys brand value by its form

▲后门休息座，「B」字的立体构成 The seating area by the back door features a three-dimensional “B” letter composition

▲照明方式勾勒出「B」字轮廓 Lighting outlines the “B” letter’s silhouette

▲道具和细节 The props and details

悬浮序列/ Suspend Sequence

对于东山口的空间而言，Boneless所体现的品牌质感主要赋予在材质和体块的搭建上。

均匀发光的天顶消解了下部环境的重力感，木质吊架区制造出悬浮的场域感，靠墙的金属杆件和木质体块结合，搭建出高低错落的道具系统；收银台背景的屏幕和可变视觉，平衡了场地带来的抽象性，建立出另一个维度的品牌输出场景。

At the Dongshankou store, the brand value of BONELESS is reflected in the construction of materials and volumes.

The uniformly illuminated ceiling dissolves the sense of gravity in the lower environment, and the wooden suspension area creates a suspended sense of space. The metal rods and wooden blocks on the wall combine to build a staggered props system. The screen and variable visual behind the cash register counter background balance the abstractness of the site and establish another dimension of brand output scene.

▲悬吊的木质道具，地面的整体露出消解了陈列的密度感 The suspended wooden frame and the exposed floor dissolve the density of the display in the space

▲可变视觉的设置，提供了另一种注视 The dynamic visual offers another way of observation

▲道具系统的构建方式 The construction of the furniture system

▲道具系统的细节，照明方式也整合其中 The details of the furniture system, with lighting integrated into it

线下的新零售空间，是一个不断探索想象力的场所，它的自身开放性和各种实践的可能性，是应对消费周期提速的重要手段。我们在BONELESS东山口店中，强调了LOGO“B”的识别性，以及场景和道具的整合性；以一种更为直接了当的构建方式，持续展现品牌的进化和驱动力。

The new offline retail space is a place for constantly exploring imagination. Its openness and various possibilities of practice are important means to cope with the accelerated consumption cycle. In the BONELESS Dongshan Kou store, we emphasize the recognition of the logo “B” and the integration of scenes and props. With a more direct way of construction, we continue to show the brand’s evolution and driving force.

项目图纸 Drawings