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曼谷百货商店的购物新概念/Nendo第1张图片

Nendo reimagines Bangkok department store as a new concept for retail

由专筑网Yumi,杨帆编译

日本Nendo工作室完成了他们有史以来最大的一个项目:曼谷一个商场的室内外装修,该商场的创建者Oki Sato 想要表达一种新的购物方式。

Siam Discovery 由泰国零售和发展公司Siam Piwat操控,他们邀请Nendo来监督这个40000平方米的购物中心的室内外装修工程,该商场位于曼谷的Rama 1 大道。

Japanese studio Nendo has completed its biggest-ever project: the exterior and interior renovation of a department store in Bangkok that founder Oki Sato believes represents a new way of shopping.
Siam Discovery is operated by Thai retail and development company Siam Piwat, which invited Nendo to oversee the refurbishment of the interior and exterior of the 40,000-square-metre mall on Bangkok's Rama 1 thoroughfare.

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工作室的任务是为新型零售体验制造一种先进的愿景,目的策划周围的环境,而不是建立为人们所熟知的品牌优惠。“该建筑是一种销售的新概念,”Sato告诉Dezeen。“这是一个混合型的百货公司和购物中心,这里不仅有租户,也有13个自我策划的销售点,这使得商场与众不同。”

The studio was tasked with implementing a radical vision for a new retail experience built around curated environments rather than the familiar branded concessions.
"The building is a new concept for retail," Sato told Dezeen. "It's a hybrid of a department store and a shopping mall, so there are tenants but there are also 13 self-curated retail points, which is what makes it different."

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典型的传统百货商店通过品牌将产品分类,该购物中心则与之相反,不同的销售点为顾客提供了一系列的生活体验,包括数字实验室、街道实验室、创新实验室和游戏实验室。

这种“生活方式实验区”的概念体现了一个主题, Nendo统一的称为13个空间。

Instead of categorising products by brand, as is typical in traditional department stores, the different retail points present customers with a range of lifestyle experiences, including a digital lab, street lab, creative lab and play lab.
This "lifestyle laboratory" concept provided a theme which Nendo interpreted throughout the 13 spaces.

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烧杯、烧瓶、试管、分子结构图和其它的实验设备作为主题元素,贯穿了整个室内,强调建筑是一个创造性和实验性的空间。

Beakers, flasks, test tubes, diagrams of molecular structures and other laboratory equipment recur throughout the interior as motifs, emphasising that the building is a space for creativity and experimentation.

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“销售不再仅仅是购物,它为客户创造了一种不断变化的体验,让他们感到充满动态和具有活力,”Siam Piwat 的CEO Chadatip Chutrakul解释说。

“我决定把整个地方都变成生活实验室,任何人都可以来到这里进行试验,并感受到他们自己的环境——尝试、创新和为自己创造一些东西。”

"Retail is not about shopping any more, it's about creating an ever-changing experience for customers so it feels very dynamic and energetic," explained Siam Piwat CEO Chadatip Chutrakul.
"I decided to make the whole place a Lifestyle Laboratory, meaning anybody can come and do their own experiment – testing, creating and cultivating something for themselves."

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现有的百货大楼有一个狭长的正立面和纵深很长的平面,内部被几个圆形的中庭打断。

设计者把这些环形空间连接起来,创造了向后延伸的类似峡谷的室内环境,提高了后方的客流量。

The existing department store building featured a narrow frontage and deep plan punctuated by several circular atriums.
The designers connected these circulation spaces to create a canyon-like room that extends towards the rear and improves the customer flow.

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中庭的一侧排列着220个带框架的木盒,内部包含视频显示器、数字标牌和商品的展示,它们的功能是记录Siam Discovery的内部情况。

展示墙一直向上面四层延伸,去吸引上层的游客。

One side of the atrium is lined with 220 frame-shaped boxes containing video monitors, digital signage and merchandise displays that can function as a directory of what's going on inside Siam Discovery.
The display wall extends over four storeys, drawing visitors towards the upper floors.  

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Nendo对建筑外部的干预表现在加强它的开放性和受欢迎性,尽量围绕着玻璃幕墙创造更多的空间。

外立面图案的处理参考了室内中庭处堆叠的盒子,添加图案的目的是为了保护室内,使其免受酷热阳光的照射。

Nendo's intervention to the building's exterior focused on enhancing its open and welcoming feel by creating as much space as possible around the glazed curtain walls.
A patterned facade treatment that references the stacked boxes inside the atrium was added to protect the interior from the harsh sunlight.

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Nendo 设计的零售点包括一个电子空间,它的陈列方式参考了显微镜。它们的透镜状形式为陈列的商品提供了发光表面,被集成灯光照亮。

The retail points designed by Nendo include a space for electronics featuring displays that reference microscopes. Their lens-like forms provide surfaces for displaying merchandise illuminated by integrated lighting.

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“这绝对是我们做过的最大的项目,”Sato说。“它用了大约两年的时间,和以往的项目相比是完全不同的,对我们来说是一个巨大的挑战。”

“这就好像我们一直在做小点心,突然要让我们做一顿饭的感觉。”

"This is definitely the biggest project we've ever done," said Sato. "It took us about two years and it was totally different [from previous projects], it was a big challenge for us."
"It was as if we've been cooking small dishes and suddenly we had to make a full dinner."

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Nendo之前的作品还包含一个百货店的女装部,它在标志性的米兰百货商店 la Rinascente中,还有一个位于日本的时尚女装区,为 Seibu Shibuya品牌而设计,它以柔和的色调和锯齿形的图案为特色。

Nendo's previous retail work has included the womenswear department at iconic Milanese department store la Rinascente, and a women's fashion floor for the Seibu Shibuya store in Tokyo featuring a pastel palette and zig-zag patterns.

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出处:本文译自www.dezeen.com/,转载请注明出处。


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