瑞德设计 | 久盛设计师渠道体验馆

#1.着眼消费场景创新

Focus on consumption scenario innovationto

挖掘故事性零售空间的商业价值

tap into the commercial value of storytelling retail spaces

空间中除了静态的“物”，还有流动着的“时间”、活动着的“人”。通过独特的策展活动，用空间故事创造品牌、产品、用户之间的活动情境，已然成为零售终端未来创新的驱动力。

Along with static ‘objects’, flowing’time’ and ‘people’ who are acting in the space. Through unique curations, space storytelling is used to create a context of activity between the brand, products and users, which has been the innovative driver for the future of retail terminals.

瑞德设计为久盛地板设计的设计师渠道体验馆，用品牌故事作为空间创作锚点，依托商业策略引导设计实践，通过艺术化的空间设计语言构筑叙事性沉浸场景，实现品牌零售终端在人文关怀、美学想象、商业价值三个层面的有机交融。

With brand stories as anchor of space creation, RE&DER DESIGN designed the designer-channel experience hall for TREESSUN, relying on business strategy to led design practice， artistic style of space to build the scenarios of narrative immersion, and thus realizes organic integration in humanistic care, aesthetic imagination and commercial values for TREESSUN’s retail terminal.

#2.依托以「草木·年华」为主题概念的沉浸式体验脚本

Immersive scenarios with Grass and Wood——Years of Life as the theme is applied

将「高级、健康、格调」的品牌形象，多维触达用户

to delivers the advanced, healthy and stylish brand image to users in multiple dimensions.

久盛地板旗下品牌JIMMY SUN，寓意“阳光中的灵感”，承载着久盛地板向高端赛道深耕、链接高端消费群体的重要使命。作为久盛地板JIMMY SUN终端的久盛设计师渠道体验馆，既发挥着彰显久盛地板品牌形象的重要功能，又肩负着拓展渠道的纽带作用，也充当着久盛地板与设计师群体交流与合作的开放平台。

JIMMY SUN, a sub-brand of TREESSUN, implicating’The inspiration in the Sun’, shoulders the critical mission that TREESSUN makes efforts to enter the high-end track and links advanced consumers. As the terminal of JIMMY SUN, TREESSUN Designer-Channel Experience Hall plays a key role in highlighting its brand image, functions as a bond to expand channels, and serves as an open platform for communication and cooperation between TREESSUN and designers.

基于对品牌定位及其目标受众审美偏好的前置思考，瑞德设计以呼应品牌的斑斓光影作为首引，牵出“春生、夏长、秋收、冬藏”四个叙事章节，串联起用户在品牌形象、产品定位、选型定制、设计服务的深刻感知，旨在颠覆传统主销方式、无形触发消费行为的同时，与消费者建立紧密的价值联结与情感共鸣，从而助力品牌聚合目标社群，让品牌在同质化竞争中脱颖而出。

Based on the forethought of brand positioning and targeted audiences’ aesthetic preference, RE&DER DESIGN proposed four narrative chapters of “Sprout in spring, grow in summer, harvest in autumn and store in winter” with lights and shadows echoing its brand as an introduction, which connects users’ impressive perception of brand image, product positioning, selection & customization and design services. It seeks to build tight value bonds and emotional resonance with consumers while subverting traditional main marketing methods and imperceptibly triggering consumption, so as to help the brand unite targeted groups and make itself stand out from the homogeneous competition in business.

#3. 「叙事化转译」空间设计策略

The ‘Narrative translation’ strategy of spatial design

构架高端建材品牌零售空间的场景脚本

to construct the scenario of the retail space of high-end building materials brand

#3.1 第一章丨春生

#3.1 Chapter1丨Sprout in Spring

《春秋繁露》有言：“木者，春生之性。”春之始，天地俱兴，万物以荣，久盛设计师渠道体验馆的四季叙事，自此萌发。

The Luxuriant Dew of the Spring and Autumn Annals, a political philosophy work written by Dong, Zhongshu who is a Chinese philosopher of Han Dynasty, once said： “Wood embodies the nature of spring when everything grows.” For everything comes to life at the beginning of spring, The narrative of four seasons in TREESSUN Designer Channel Experience Hall starts to form.

春日暄和，风轻鸟鸣，草木动跃，触地而出。浪漫主义油画式的设计笔触，将想象浸润门头：水波纹不锈钢吊顶，饱蘸光影，北美生态植被景观，层叠苍翠，一抹红鹳远驻，暖融如梦。健康、舒适、格调的品牌调性，随一帘生机入心，温软无声。

In warm spring, the birds are warbling in the breeze, while the plants are ready to break the ground. The design strokes of romantic oil painting style infuse the imagination of the door ： Light and shadow play on the water-corrugated stainless steel ceiling, under which North America’s ecological vegetation landscape is luxuriantly green with a flamingo standing aside, presenting a warm picture like a dream. The essence of brand style that is healthy, comfortable and stylish comes into the heart as vitality appears, softly and silently.

#3.2 第二章丨夏长

#3.2 Chapter 2 丨Grow in Summer

出离「春生」幻境，驶入「夏长」之章。木的长养，蓄力于夏。

Out of the dreamland of ‘ Sprout in spring’, Audience enter the chapter of ‘Grow in summer’. The wood grows and nurtures mainly in summer.

「夏长」的叙说中，以写意勾勒的视觉呈现，着墨林木成秀的气韵。全球甄选FAS级珍贵材种，或削落成片，顺延立板，或静置墙面，逸然铺展，以垂势错落的律动感，描摹丛林繁茂生长之态。久盛地板选材的原生魅力与精良品质，得以直观抒发巩固用户对久盛地板产品高端定位的认知。

In the narrative of ‘Grow in summer’, the visual presentation is drawn in a freehand manner, creating an elegant verve of bushy wood. FAS-grade precious wood selected worldwide is in the form of wooden planks, either standing through interlaced vertical boards, or being spread out on walls, to depict the luxuriant growth of the forest with a sense of movement. The original charm and high quality of the wood selected by TREESSUN can be intuitively expressed and thus consolidate the user’s perception of the high-end positioning of TREESSUN’s products.

#3.3第三章丨秋收

#3.3 Chapter 3丨Harvest in Autumn

秋收，即世间物象静揽芳华之时。流转至此，夏长之「动」渐收，直抵秋林吐纳之「雅」。

Harvest in autumn is the time for all creatures and sights in the world to reach the best stage. Circulating so far, the movement of ‘Grow in summer’ slows down to reach the mature ‘elegance’ of forest in autumn.

秋黄点染一侧，具备多元色度、肌理、拼花手法的各式高端实木地板顺势衔接，交叠错落，波状起伏。岩面墙体前，久盛地板系列产品以巨型画幅形式进行挂置，纷繁美感，明晰显现。艺术化的产品展陈策略，在沉淀空间韵味的同时，精准凸显久盛地板定制化选型的特性优势，无声催动消费行为。

Autumnal yellow adorns one side of the hall, and all kinds of high-end solid wood floors in a variety of chroma, textures and parquet techniques stand together in turn, overlapping and undulating like waves. In front of the rocky wall, A series of TREESSUN’s products are hung in the form of giant paintings, explicitly revealing the various types of beauty. Artistic product display strategy precisely highlights the features and advantages of its customized selection and silently stimulating consumption while precipitating the verve of the space.

#3.4 第四章丨冬藏

#3.4 Chapter 4 丨Store in Winter

冬三月，谓之闭藏。四季叙事渐至尾声，水冰地坼，却满蓄生机。

Closure and storage are the themes of winter trimester. The narrative of four seasons draws to a close. The water is frozen, the soil is cracked, but vitality is stored in them.

雪林银装素裹，折绕斜角，堆砌一窗静谧。清辉之下，来客随意落座。盏灯如盈月，柔照三两笑语。以木为画，赏鉴木质之美。通过构建沉浸式体验场景，将松弛舒适氛围有机融入，VIP定制服务洽谈区、设计美学沙龙分享区，空间、产品与消费者的互动关系趋于生动和谐。

The silvered forest covered with snow stands in the corner of the hall, which piles up a window of tranquility. In the clear and bright light, guests are seated at will. The lamp is like a full moon, gently shining on the people talking and laughing intermittently. Taking wood as a painting, the beauty of wood is appreciated. Through building immersive scenarios , A relaxing and comfortable atmosphere is organically integrated into the VIP area for customized service and negotiation ,the salon area for sharing of design aesthetics . The interaction among space, products and customers tends to be harmonious.