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热爱运动的人都去“体育场”逛街第1张图片


阿迪达斯纽约旗舰店
adidas NYC / Gensler

由专筑网邢子,李韧编译

来自建筑事务所的描述。这家阿迪达斯纽约旗舰店是世界上最大的阿迪达斯专卖店,该品牌首次推出了体育场的设计概念,这是该品牌最纯粹的实体表现。这一设计标志着全新的零售方向,与他们以目标消费者为中心的品牌战略相一致,这是一个专属于创作者的空间。

Text description provided by the architects. The adidas NYC Flagship is the largest adidas store in the world and debuts the stadium concept—the purest physical manifestation of the brand. The design sets the mark for a completely new retail direction that aligns with their invigorated brand strategy of focusing on their target consumers; this is a space made by creators, for creators.

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借助阿迪达斯 “体育场”的概念方向,建筑师采用了以运动员的旅程为理念的设计方案。通过把纽约市当作隐喻的“战场”,Flagship体育场提供了运动员所需的一切装备。该设计暴露出现有的混凝土地板、CMU墙壁、现浇混凝土天花板、板形通道和电梯外壳,突出了空间的原始纽约特色,并与大胆的建筑设计相结合,赋予其概念能量,激发消费者的情感共鸣。

Armed with adidas’s conceptual direction of “stadium,” Gensler developed a design with the athlete’s journey in mind. By treating New York City as the metaphorical “field of play,” the stadium Flagship provides everything needed to equip the athlete behind the scenes. The design exposes the existing concrete floors and CMU walls, cast-in-place concrete ceilings, and board-formed tunnel and elevator enclosure which highlight the space’s raw NYC character. This, combined with the bold architectural moves, gives power to the concept and evokes an emotional response from the consumer.

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当消费者离开比赛场地时,运动员与阿迪达斯的旅程就此开始,并通过体育场通道进入商店。通道入口的两侧是面向第五大道的两层体育场看台,看台可以用于聚会、观看比赛直播、观看专业人士的演示和讲座、分享产品创新等社交活动。无论消费者如何走动,他们都会来到开放区域来试穿鞋子和衣服。地下是印刷店,三层是miadidas,这些空间可以让消费者通过定制来变身成为创作者。

The athlete’s journey with adidas begins as the consumer leaves the field of play, and enters the store through the stadium tunnel. The tunnel entrance is flanked by a two-tiered stadium stand assembly that faces out to Fifth Avenue. The stands encourage gathering, watching live broadcasts of games, viewing demonstrations and lectures by the pros, sharing product innovations, and socializing. Whether the consumer moves up or down, they’ll encounter open areas to try on and test shoes and apparel. A print shop in the cellar and miadidas on the third level invites consumers to be creators through customization.

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中央入口两侧看台下方的区域展览了店内的珍品,还有一个营养酒吧以及一张展示世界各地必看景点的城市地图。这里讲述了体育场概念的其他元素,包括上部广场的金属网天花板元素,它引导每层的购物者去到售票处,那里的收银台有标志性的排队围挡和巨大顶棚。与试衣间相邻的是运动员休息室,这里展示了当地采购的古董和装饰元素,将商店与纽约城市联系在一起。就连洗手间也借鉴了纽约当地的建筑风格,采用了CMU街区、白色地铁瓷砖和红色火焰采石场瓷砖的组合。这里的空间设计是对纽约高校厕所和街道纹理的呼应。

The areas under the stands on either side of the central entry contain the in-store only product, a nutrition bar, and a city map highlighting other must-see spots. Additional elements that tell the story of the stadium concept include the overhead concourse metal-mesh ceiling element that orients shoppers on each floor and ticket booth cash desks with fixed queueing stanchions and large overhead canopies. Adjacent to the fitting rooms are the athlete lounges furnished with locally-sourced vintage pieces and decorative elements that tie back to NYC. Even the restrooms take notes from the local NYC fabric using a combination of CMU block, white subway tile, and red blaze quarry tile for the floors. The spaces are nods to both the high school restroom and the gritty texture of NYC streets.

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旗舰店的设计实现了创作者空间的有形表达,展现了高校体育场的原始表现。空间内的每个元素都经过了严格的筛选,呼应美学理念。这种方法是对体育的深情和诚实的反映,真正连接了目标消费者和体育用品。创意贯穿了整个空间,将阿迪达斯表达为运动的促进者,为运动员而设计,并实现他们的梦想。

The flagship design achieves a tangible expression of a creator space and presents a raw manifestation of a high school stadium. Every element within the space has been rigorously challenged to conform to this aesthetic vision, and the culmination of this approach results in a soulful and honest reflection of sport, authentically connecting to the target consumer. Creativity is the primary message that resonates throughout the space, presenting adidas as the facilitator to enable the athlete to create and achieve whatever they put their mind to.

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建筑事务所:Gensler
位置:美国 纽约
面积:45000.0 平方英尺(4180平方米)
项目时间:2016年
摄影:Dirk Tacke
制造商:Pure + FreeForm, Bartco Lighting, Bendheim, Bobrick, Construction Specialties, Dorma, Dyson, Fleetwood, Irwin Seating, McNichols, Restoration Hardware, Schoolhouse Electric, Cirrus, Ohio Gratings, Lumenpulse, Most Dependable Fountains, DesignPlan, Circle Redmont

Architects:Gensler
Location:New York, NY, United States
Area:45000.0 ft2
Project Year:2016
Photographs:Dirk Tacke
Manufacturers:Pure + FreeForm, Bartco Lighting, Bendheim, Bobrick, Construction Specialties, Dorma, Dyson, Fleetwood, Irwin Seating, McNichols, Restoration Hardware, Schoolhouse Electric, Cirrus, Ohio Gratings, Lumenpulse, Most Dependable Fountains, DesignPlan, Circle Redmont

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