Be Kids for One Moment/ RIGI Design

观察人们的生活方式和需求，以及这些需求随着时代发展产生的变化，对于设计师来说是很有必要的。Kidsmoment这个项目，在着手开始设计之前，RIGI睿集设计对童装进行了一系列的思索。成人时装的消费，人们自主地选择品类、选择风格；而不同于成人服装，童装的消费行为是以家庭为核心，家长带着孩子买衣服，不是孩子自己在买衣服，从这个层面想，童装是建立在一种社会关系的立场上，由此引申一个设计的核心词，就是信任。RIGI睿集设计希望营造一种近似家的感觉，一种信任的氛围，一个干净、整洁、有幸福感的场所，而不是一个冷冰冰的只讲效率的商业空间。当然作为快销品牌，RIGI睿集设计在设计中依然注重陈列的效率，同时也刻意的把握色彩和材质，避免过于温馨而失去了商业空间那种特定的吸引力。

It is necessary for designer to observe the lifestyle and needs of people and to sense the change of the trends. At the very beginning of kidsmoment project, RIGI did a number of researches of children fashion. Different from adult fashion, the fact is that the behavior of children clothes shopping is controlled by parents. From this point of view, it could say the children fashion business is built on a kind of social relationship. Designer thus developed a key word of this project, which is trust. The idea is delivering a clean, pure and joyful space, a trust atmosphere. By increasing the display efficiency and controlling the materials and color, create an attractive retail space with home feeling.

在空间分区上，除了成组团的多系列服装区和饰品区，RIGI睿集设计策略性地开辟了会员区和儿童体验区。在特定的区域，会员能够买到性价比很高的儿童文具、玩具以及服饰周边产品。在各个角落，RIGI睿集设计也增加了很多趣味性的设计，例如印有身高标尺的转角，刷上黑板漆的墙面，孩子们在这里可以任意的涂鸦和玩耍。这些细节，都是RIGI睿集设计对于如何增强与顾客之间关系的思考，作为一种良性的结果，使得顾客和商家之间产生一种情感的连接，增强顾客的粘性。

RIGI designed a member zone and kids experience zone strategically to increase the customers’ loyalty. The member could found children side-line products such as stationery in reasonable price. And lots of interesting details are added to several corners, a height mark on the wall, and a blackboard paint wall for children doodling. All of these design details are results of designers’ thinking, which is how to build the connection between the brand and the customers.

RIGI睿集设计为kidsmoment专门设计了一系列的道具。以一种介乎于成人和儿童之间的尺度，用丰富的、模块化的不同道具，搭建出高低错落同时又满足组团分区逻辑的陈列空间。让道具本身成为空间搭建的一部分。同时在儿童的高度将过于硬朗的道具台面做了导圆角的处理。

The scale of fixture is tailored to fit both adults and children. Following the products’ category logic, several different spectacular space groups are formed by serial of modularized fixture. The fixtures themselves are becoming a part of the space. At the same time, all of the hard edges are chamfered to protect children.

RIGI睿集设计站在一种儿童的角度去理解世界，将房子简化成一种最为单纯的几何形制来暗示“家”，将这种几何图形大量的运用到空间中的展示板、道具、背景墙板。RIGI睿集设计还考虑到儿童对单数有一种纯粹的理解和敏感，于是RIGI睿集设计用显眼的数字去强化各个不同功能分区。在材质上，RIGI睿集设计选择了毛毡、瓷砖等生活化的物料，以及柔和温暖的木质。同时配上多种场景化的、充满童真和幸福感的色彩。

Designer tried to understand the world from children’s perspective. A pure simple house shape is widely used on POP, fixtures and feature walls to suggest the concept of “home”. Because children are highly sensitive to number, the different single numbers are printed on several obvious places to enhance the spatial order of zoning. Material-wise, designer chose common stuffs such as felt, tile. The warm and gentle touch of timbers combining with naïve color, designer composed a fairytale space for children.

RIGI睿集设计很重视视觉设计在空间中的感染力。RIGI睿集设计将插画元素做了大量的软性应用。用一系列图案化的标识，给成人和儿童传递简单易懂的空间信息。让VI变成一种应用在空间中呈现。通过空间、行为、道具、视觉的整合，为品牌和公众打造一种创新型的体验终端。

In RIGI’s understanding, the visual elements are infectious. Illustrations are widely used in the space. A serial of simple signs are easy for children understand. Vision, fixtures and behaviors are well integrated with the space. RIGI delivered an innovative experience to both the brand and the public.

每个人都是孩子，至少我们都有那段时光。

We all are kids at least for some time.

所属类别：商业空间
设计师：刘恺
设计公司：RIGI睿集设计（www.rigi-design.com）
摄影师：平玥
案例面积：450㎡
主要材料：毛毡，拼花马赛克，黑板漆
设计说明撰写人姓名：刘恺
设计时间：2015年09月
建成时间：2016年01月
建成地点：湖北武汉

Type: Commercial Design
Designer: Kai Liu
Design Company: RIGI Design (www.rigi-design.com)
photographer: Yue Ping
Area: 450㎡
Material: Wool Felt, Pattern Mosaic, Blackboard Paint
Writer: Kai Liu
Design date: 2015/09
Completion date: 2015/08
Location: Wuhan, Hubei Province, China



来源：本文由RIGI睿集设计提供稿件，所有著作权归属RIGI睿集设计所有。