“在苏宁首家3C潮品店，我们试图设计一个「充满觉醒与反叛意识」的场景化零售体验店。霓虹灯管与不锈钢的巧用，让空间处处流动着错觉与影射。所有事物背后的复杂性无所遁形，散发出清晰利落的光和影。表明了苏宁对潮品的严选态度，也唤醒了消费者内心，独立、清醒、明亮，不被潮流裹挟，选择最适合自己的美好潮品。”——D&M创意邱老师
In Suning’s first 3C trendy store, we tried to design a scenario-based retail experience store that is “full of awakening and rebellious consciousness”.The clever use of neon tube and stainless steel, let the space flow everywhere with illusion and innuendo.The complexity behind all things is not hidden, emitting clear and crisp light and shadows.It shows that Suning’s strict selection attitude towards fashion products, but also awakens the hearts of consumers, independent, sober, bright, not bound by the trend, to choose the most suitable for their own beautiful tide products.—— D&M Creative Mr. Qiu
苏宁全国首家3C潮品店位于上海莘庄维璟印象城，由D&M创意主持设计。紧邻莘庄商务区与七宝商圈，覆盖海量3C产品主流消费人群。它拥有一个萌凶萌凶的名字——苏格拉宁。
Suning’s first nationwide 3C tide store is located in Shanghai Xinzhuang Weijing Impression City and is designed by D & M Creative.Close to Xinzhuang Business District and Qibao Business District, covering a large number of mainstream consumers of 3C products.It has the adorable name of —— SuRoaring.
店面投入近百万元，占地面积222㎡，拥有上千款最新最热的3C数码产品。如SKG颈椎按摩器、摩飞无线榨汁、科沃斯地宝扫地机器人等。
The store invested nearly one million yuan, covers an area of 222 ㎡, with thousands of the latest and hottest 3C digital products.Such as SKG cervical massager, Mofei wireless juicing, Kworth dibao sweeping robot, etc.
苏格拉宁的开业，标志着苏宁“多品类线下零售门店+互联网转型模式”的全面启动。
The opening of SuRoaring marks the full launch of Suning’s “multi-category offline retail stores + Internet transformation mode”.
#人文
商品扑面而来，我们怎么选
#Humanity
How do we choose when the products come to us?
我们生活在一个无法计算其年龄的宇宙中，它被我们完全不知道距离的恒星所包围，其中充满了我们无法识别的物质，按照我们并不真正理解的物理定律运作。– 比尔·布莱森 《万物简史》
We live in a universe whose age we can’t quite compute, surrounded by stars whose distances we don’t altogether know, filled with matter we can’t identify, operating in conformance with physical laws whose properties we don’t truly understand.– Bill Bryson, A Short History of Nearly Everything
尤其在所谓的“消费升级”时代，越来越多商品带着感官刺激的方式猛然乍现。我们稍不留神，就深陷其中无法自拔。面对这一消费困境，如何才能摆脱物质浪潮的控制，并从中识别出真正适合自己的美好潮品？是我们团队介入本案时探讨的重点课题。
Especially in the era of so-called “consumption upgrading”, more and more goods with sensory stimulation suddenly appear.If we are not careless, we are trapped in it.In the face of this consumption dilemma, how can we get rid of the control of the material wave and identify the beautiful tide products that are really suitable for ourselves?It is the key topic discussed when our team is involved in this case.
#策略
保持心之持续觉醒与反叛
# Strategies
Keep the heart constantly awakening and rebel
我们努力捕捉人们心灵偶然觉醒的瞬间，并设法将其定格，让它持续充盈心灵。这是本案的策略核心。心之觉醒与反叛，前提是对物质自身复杂性充满好奇、执着与敬畏。由此，设计师延伸出了两条空间逻辑线。
We strive to capture the moment when people’s mind accidentally awakens and try to freeze it to fill the mind.This is at the heart of the strategy in this case.The awakening and rebellion of the heart is on curiosity, persistence and awe about the complexity of the material itself.From this, the designer extended two spatial logic lines.
逻辑线一：空间中以物为本的哲学
Logical Line 1: Object-based philosophy in space
无论是商品表现，还是空间整体，我们都遵循以物为本的设计哲学，避免使用观念式的主题压制其自身的意愿，让他们各自呈现其特殊性与自主性。
We follow the philosophy of object-based design for both the expression of goods and the space as a whole, avoiding the use of conceptual themes to suppress their own will and letting them each present their own specificity and autonomy.
事物之所以美好，是因为其复杂性。一眼便了然于胸的事物不值得留恋。在此空间中，商品与空间作为物质的复杂性都将被深刻意识。商品拥有独立展示空间，并因其回归物质本身而散发魅力。空间整体由霓虹光和不锈钢两个当代基本要素构成潮品的模样，明白无误地物化在商场里。
Things are beautiful because of their complexity.Things that can be understood at a glance are not worth keeping.In this space, both commodities and space as matter will be deeply conscious of their complexity.The merchandise has its own display space and exudes charm as it returns to the material itself. The space as a whole consists of two contemporary elements, neon light and stainless steel, to form the look of the trendy products, unmistakably materialized in the mall.
逻辑线二：赛博朋克的精神性贯穿
Logical Line 2: The Spirituality of Cyberpunk Throughout
赛博朋克的精神内核是觉醒。意识到被控制，陷入“高科技低生活”的颓废困境，并开始反叛。虽然不一定有旗帜鲜明的对抗，但觉醒与反叛的意识始终涌动心头。
The spiritual core of cyberpunk is awakening.Realizing that they are being controlled, they fall into the decadent predicament of “high-tech low life” and begin to rebel. Although there is not necessarily a clear-cut confrontation, the sense of awakening and rebellion is always in the mind.
设计师在空间里对赛博朋克精神进行抽象化表达。重点体现在霓虹灯管的觉醒作用，原色不锈钢喷砂材料给人冷静克制的思考，及双圆形天花造型配合弧形中岛对空间的明确分割与动线的自由规划释放可能性。
Designers abstract the spirit of cyberpunk in the space.The focus is reflected in the awakening effect of the neon tube, the raw color stainless steel sandblasting material gives people calm and restraint thinking, and the double round smallpox shape and the clear division of space in the arc and the free planning of the moving line.
#概念
影之光
#Conception
The light of the shadow
美好事物携光而来，真正感动我们的是它洒落的暗影。它代表着物质厚重深刻的内涵，宁静和谐，令人清醒。对于肉眼可见的，我们更相信视线之外无言的沉默。
Beautiful things with light, really touched us is the shadow of it sprinkled.It represents the thick and profound connotation of the material, quiet and harmonious, sober.For those visible to the naked eye, we believe more in the silent silence out of sight.
物质的复杂性不易被发现，只能一点点浮现。这也是复杂性的迷人之处。通过多种形式的错觉与影射，或许能够逐渐窥见物质因人们过于强烈的目的而自行退隐的真实。
The complexity of matter is not easy to detect, only a little bit to emerge.This is also the charm of the complexity.Through various forms of illusion and innuendo, it may be able to gradually see the reality of material retreat because people have a too strong purpose.
我们热衷于让每一位进入空间的消费者，都能看向内心，向内求索答案。只要内心持续处于觉醒与反叛的纯粹意识状态，即使没有答案，也不至于被物质裹挟。
We are keen to let every consumer who enters the space can look at the heart and seek the answer inward.As long as the heart continues to be in a state of pure consciousness of awakening and rebellion, it is not held hostage by matter, even if there are no answers.
理性与感性并存的霓虹灯，是我们对隐藏于暗影之下的复杂性进行深度思索的轻松姿态。它直指内心，照见希望和可能，但不提供明确的答案。呼应着消费者意识到物质有其复杂性后内心觉醒释放的光芒，也折射出苏格拉宁选品背后理性、克制、严苛的态度。
The neon coexistence of reason and sensibility is a relaxed gesture of deep contemplation of the complexity hidden beneath our dark shadows.It points straight to the heart, shining a light on hope and possibility, but does not provide definitive answers.It echoes the light released by consumers’ inner awakening after realizing the complexity of matter, and also reflects the rational, restrained and strict attitude behind SuRoaring’s product selection.
这是本案概念“影之光”的缘由。
This is the reason for the concept of “Light of Shadow”.
#技艺
在有限空间中寻找无限性
#Technique
Finding infinity in a finite space
空间被物化为有限实体之后，再以抽象的霓虹之光描边，物质深不见底的暗影与霓虹灯光之明确又暧昧的态度，同时指向了无限性。
After space is materialized as a finite entity, it is then traced with abstract neon light. The deep and dark shadows of matter and the clear and ambiguous attitude of neon light simultaneously point to infinity.
光提供可能，但不给答案
Light offers possibilities, but does not give answers
霓虹灯管与原色不锈钢喷砂材质的巧用，果断利落地在商场中切出一方空间来承接美好潮品，似乎轮廓分明，态度决绝，却没有指向任何一个具体的答案。一切答案等待消费者各自用心找寻。
The clever use of neon tubes and primary color stainless steel sandblasting material, decisively and sharply cut out a space in the mall to take on the beautiful trendy products, seems to be clear in outline, determined attitude, but does not point to any one specific answer. All the answers are waiting for consumers to find them individually.
随心延伸的自由动线
Free movement line that extends as you wish
双圆环天花造型，配以弧形中岛，将空间的构造关系一锤定音，却也赋予了动线的无限可能性。每个人在逛店时候，可任性听从心的指挥，满足所有消费者所有时刻任何一个突然的自我。
The double circular ceiling shape with curved center island defines the structural relationship of the space, but also gives infinite possibilities of dynamic lines.Everyone in the store, can be arbitrary at the command of the heart, to meet all consumers all the moment any sudden self.
锁而不定是引向沉浸而不至于沉迷
Locking but not indefinitely is leading to immersion but not to addiction
无论是天花的双圆环天花造型，还是十字型霓虹灯管及它形成的连续灯带，都表达了锁而不定的态度。把消费者的眼光聚焦于空间细部，再指向更大的可能性。不是那么具体的指向，却不至于指向虚无。引人思考，激活内心的可能性，是最终目的。
Both the double circular ceiling shape of the ceiling and the cross-shaped neon tube and the continuous strip of lights it forms express the locked and indeterminate attitude.Focusing the consumer’s eye on the finer details of the space and then pointing to greater possibilities.Not so specifically pointing, yet not so much pointing to nothingness. To lead people to think, to activate the possibilities within, is the ultimate goal.
盲盒是苏格拉宁品牌之觉醒与反叛
Blind Box is the awakening and rebellion of the SuRoaring brand
如1983盲盒、黄油猫盒盲盒等。它们不是摆弄形式，而是苏格拉宁对潮品万里挑一的态度，以及作为新零售品牌对未来的一份期待。甚至是第一时间献给消费者的一份心意。
Such as 1983 blind box, butter cat box blind box, etc.They are not fiddling with the form, but rather SuRoaring’s attitude to the tide of a million miles, and an expectation of the future as a new retail brand. It is even the first time to offer a piece of mind to consumers.
D&M店与面，秉承“让零售创新更有趣有效”的设计理念，聚焦新零售领域的品牌升级以及空间创意体验设计。我们致力于在零售创意领域为不同行业的前瞻性客户，打造最顶级的零售空间创意体验和品牌营销推广的视觉设计。
▲平面动线图Plane diagram
项目信息——
项目名称：苏宁3C潮玩体验店
委托方：苏宁云商集团
创意总监：邱启平
设计团队：李东辉、刘伟燕、林涛、何艳、庞玉铭、蔡瑞芯
工程管理：周志勇、陈康林
公司网站：http://www.shopvmd.com/
完成时间：2021年10月
项目地址：中国上海
建筑面积：210㎡
视觉：李帆、叶泽键
摄影师：吴鉴泉
撰文：刘森海
Project information——
Project name：Suning 3C Tide Play Experience Store
Client：Suning Commerce Business Group
Creative director:Jacky
Design team： Li Donghui, Liu Weiyan, Lin Tao, He Yan,Pang Yuming, Cai Ruixin
Project management：Zhou Zhiyong, Chen Kanglin
Company website：http://www.shopvmd.com/
Completion time：October 2021
Project address：Shanghai, China
Building area：210 ㎡
Vision：Li Fan, Ye Zejian
Photographer： Wu Jianquan
Written by：Liu Senhai
