更新设计 X WANG FENG
建筑几何的干净利落，
玩转全球高定衣料，
严谨的细节控……
Clean and sharp geometric architecture,
playing with globally sourced high-end fabrics,
meticulous attention to detail.
这是专属于“WANG FENG”品牌的型格
是设计师通过空间语言
昭示给消费者的80后知名礼服
和婚纱设计师王锋的服装设计哲学
This is the stylish clothing line exclusively belonging to the “WANG FENG” brand, which represents the fashion philosophy of Wang Feng, a wedding dress designer, and showcases the avant-garde formal wear for 80s consumers through spatial language.
“时尚、高级、极简、精致，在整体空间的把控上，我们用建筑体块的穿插，与王锋老师的服装理念相融合，以空间语言去二次传达品牌的设计理念。”设计师周游如是说。
“续写“WANG FENG”的品牌文化与精神，成为更新设计对这一空间表达的解题核心。
“Fashionable, sophisticated, minimalistic, and exquisite. In controlling the overall space, we blend the interplay of architectural blocks with Wang Feng’s fashion philosophy to convey the brand’s design concept through spatial language,” said designer Zhou You
“Continuing the brand culture and spirit of ‘WANG FENG’ became the core of our design solution to express the space in a renewed way.”
设计策略丨DESIGN STRATEGY
设计以空间为落脚点，表达由表及里，为商业形态赋予不同维度的价值，从共性契合，定义空间内容，到创造场景，传递品牌的内在精神……
在品牌气质和内核的统领下，空间表达以极致简约为设计定位，黑白灰的高级感，去昭示品牌的调性，亦是让产品在其中跳出的铺垫。
在空间表达上，以视觉抓取符号和结构，内敛的建筑语言，以纯粹的体块穿插出节奏，与品牌的设计手法如出一辙，始终在契合，讲述，加深品牌在消费者心目中的投射。
Design focuses on space as the foundation, conveying values from the inside out to give commercial forms different dimensions of value. From shared values, defining space content, to creating scenes and conveying the brand’s inner spirit…
Under the guidance of brand personality and core, the space expression positions itself with extreme simplicity, exuding a sense of luxury in black, white and gray to signify the brand’s tone, as well as laying a foundation for products to stand out.
In terms of spatial expression, visual symbols and structures are used to convey the brand’s design approach with an understated architectural language. Pure architectural blocks are used to create a rhythm, echoing the brand’s design approach, consistently aligning and deepening the brand’s projection in the minds of consumers
01
具象
CONCRETE IMAGE
▲LOGO墙丨LOGO Wall
品牌的识别，自始至终是空间表达的指向。设计在人与品牌的第一眼初识处，便厘定了情绪的基准。极度的简约，以体块和立面的精准尺度和艺术张力，细雨润如酥般的快速勾勒出品牌初印象的传达。以WANGFENG为背景的LOGO墙成为点题，从图形与文字的视觉印象，升华到设计感的精神，人与品牌链接的窗口就此建立。
Brand recognition has always been the focus of spatial expression. Designers set the emotional baseline at the first encounter between people and the brand. Extreme simplicity, with precise scales and artistic tension in building blocks and facades, quickly outlines the brand’s initial impression like drizzling rain on butter. The LOGO wall with WANGFENG as the background becomes the starting point, from the visual impression of graphics and text, to the spirit of design, establishing the window for the connection between people and the brand.
▲展陈区丨Exhibition Area
品牌的调性和精神，被设计提炼为具象的空间语言。极力摒弃过多装饰，只以体块构建韵律，与WANGFENG 品牌的服装理念一脉相承。人到达空间后，在气质上的识别，便借此完成。
The brand’s tonality and spirit are extracted by design as concrete spatial language. The excessive decoration is strongly abandoned, and only the body blocks are used to construct the rhythm, which is in line with WANGFENG’s clothing concept. Upon entering the space, people identify with the temperament and complete the recognition.
▲展陈区丨Exhibition Area
旷达格局，与黑白灰的主色调，是设计在审美之上，服务于商业赋能的另一重思考。空间的主体架构，以环绕型动线，将展示的主动权完全交由服装成衣的展示，以及设计理念的传达。及至此处，品牌，产品，调性等多元维度的识别体系，在空间中一一传达徐徐展开。
Expansive layout and the black, white, and grey color scheme are another important consideration in design, serving as a way to enhance the commercial value of the space. The main structure of the space is designed with a surrounding circulation, giving full control of the display of clothing and the communication of design concepts to the exhibition itself. At this point, the recognition system of the brand, products, and tone are gradually unfolded in the space.
02
体块
BLOCK
▲爆炸图丨Exploded View
▲展陈区丨Exhibition Area
基于WANG FENG产品系列的婚纱和礼服两大类别，设计使用空间体块穿插的手法，自然勾勒出两大展示体系的聚焦。纵横交错的体块阵列，消解了传统橱窗展示的秩序，让品牌更自由、更近人。
Based on the two major categories of wedding dresses and formal dresses in the WANG FENG product line, the design uses the technique of interlacing space blocks to naturally outline the focus of the two major display systems. The crisscrossing array of space blocks dissolves the traditional order of window displays, making the brand more free and approachable.
▲展陈&体块丨Exhibition&Block
体块的速写，是设计提取自品牌精神的灵感。建筑几何的干净利落，是设计师用显性手法致意品牌型格，这一创意脉络以结构，材质，色彩等被转译为空间的语言，深化融于品牌的核心内容表达，予以共和加深……
建筑美感的艺术笔触之上，空间设计与品牌的设计理念达成了高度一致。
The sketch of the spatial elements is inspired by the essence of the brand. The clean and concise geometric form pays homage to the brand’s style in an explicit way. This creative concept is translated into spatial language through structure, material, and color, and is deeply integrated into the core expression of the brand, enhancing its coherence and depth.
The artistic strokes of architectural aesthetics have brought the spatial design into close alignment with the brand’s design philosophy.
▲展台局部丨Part of the booth
在设计的构想里，体块承担着多元维度的使命。格局开阖自然富有变化，通过框景，界定等多种结构手法，界定空间秩序，区隔功能边界，制造内在旋律。
In the design concept, the use of solid blocks serves multiple purposes. The layout is open and natural, full of variations. Various structural techniques such as framing and delineation are used to define spatial order, demarcate functional boundaries, and create an internal rhythm.
▲边柜展陈区丨Side cabinet display area
设计循序渐进走向另一条价值赋能的解题思路。视觉成为引导心理的暗语，无需标注，便梳理出共识的动线，去影响人在其中的观感，体验，以及行为。
The design gradually progresses towards another problem-solving approach of value empowerment. Visuals become the silent language that guides the psyche, without the need for labeling, it outlines a consensus of movement, influencing people’s perception, experience, and behavior within the space.
▲办公室丨office
▲休闲区丨Lounge Area.
在以品牌调性和产品主角为展示核心的主场外，洽谈，试衣，办公等属性自发退居幕后，走向更私密的藏与现，是体系下的另一重成全。两个系统互为顺承，互不干扰，和谐共融于同一时空下。
Retreating into a more private and intimate space beyond the main exhibition area, where the brand’s tone and products take center stage, is another aspect of the design system. Attributes such as negotiation, fitting, and office work naturally take a step back and give way to the hidden and present space, creating a complementary dual system. The two systems complement each other without interfering with each other, harmoniously coexisting in the same space and time.
03
深远
FAR-RECHING
▲细节图丨Detail drawing
体块交叠出多维立体的空间效果，几何美感之外，人在其中的互动性和视觉转换，营造出意境深远的感官变量。当人处于空间不同的位置时，与体块角度自然而成的视觉透视，带来不同的感官差异。虚实有度，进退随心。
The overlapping of the geometric blocks creates a multidimensional and three-dimensional spatial effect. Beyond the aesthetic beauty of the geometry, the interactivity and visual transformation experienced by people within it creates a profound sensory experience. As people move to different locations within the space, the visual perspective naturally created by the angles of the blocks brings about varying sensory differences. The balance between solid and void is carefully considered, allowing for freedom of movement and choice.
▲细节图丨Detail drawing
阳光是空间的最好的调光师，设计师妙手偶得的留白与透空，让出光线与婚纱互动的舞台。
Sunshine is the best lighting designer for spaces. The white space and transparency achieved by the designer’s skillful hands provide a stage for the interaction between light and wedding dresses.
▲细节图丨Detail drawing
局部造境，皆是为了烘托品牌的气质与其中产品的定格。无论视觉的焦点和边缘如何变化，每一款礼服都以恰到好处的姿态出现在观者视线之中，不徐不疾，优雅怡然。设计以减法玩转了视觉的艺术，却始终精准拿捏主次关系，回归到赋能商业的本质逻辑。
The localized design aims to highlight the brand’s temperament and product positioning. Regardless of how the visual focus and edges change, each dress appears in the viewer’s sight with a perfect posture, calm and elegant. The design employs the art of subtraction to play with the visual, but always accurately grasps the primary and secondary relationships, returning to the essence of empowering business.
◉ “WANGFENG”礼服展示丨”WANGFENG” dress display
▲“乘风破浪的姐姐”舞台礼服丨”Sister in the Wind and the Waves” stage dress
▲Angelababy 精灵装丨Angelababy Elf clothing
▲助力黄奕、杨千嬅、江映蓉、孟佳、李菲儿、贾青等硬照服装丨Assisting Huang Yi, Miriam Yeung, Jiang Yingrong, Meng Jia, Li Feier, Jia Qing and other celebrities with outfitting for photo shoots.
项目信息——
项目名称：WANG FENG 礼服展厅设计
项目地点：上海
项目面积：约600㎡
设计机构：更新设计
委托方：上海曼可服饰有限公司
主设计师：周游
设计团队：廖金燕、胡翚羽、谭云龙
撰稿文案：清歌传媒
摄影师：LLAP建筑摄影
PROJECT INFORMATION——
Project Name: WANG FENG COUTURE Showroom Design
Project location: Shanghai
Project area: about 600 ㎡
Design Institute:: Update Studio
Entrusting Party: Shanghai Manke Clothing Co., Ltd
Chief designer: Zhou You
Design Team: Liao Jinyan, Hu Huiyu, Tan Yunlong
Script Editiont: Qingge Media
Photographer: LLAP architectural photography
