項目名稱 | 琉璃皝宮SPA設(shè)計

Project Name | Glass Palace Spa

項目地址 | 中國·廣州

Project Address | Guangzhou, China

項目面積 | 320㎡

Project Area | 320㎡

設(shè)計單位 | MOSOM墨森設(shè)計

Design firm | MOSOM DESIGN

設(shè)計總監(jiān) | 金柊辰

Design Director | Zhongchen Jin

設(shè)計團隊 | 秀婷，郭仕豪，崔崔

Design team | Xiu Ting, Guo Shihao, Cui Cui

項目攝影 | 瀚默視覺

Photography | Hanmo Vision

Diversified Changes

Elegance Until Eternity

多元趨變，優(yōu)雅永恒

顏值經(jīng)濟與悅己經(jīng)濟的持續(xù)增長下，“美業(yè)年輕化”蔚然成風(fēng)。裝修公司與之相伴的消費升級、客群迭代、女性消費心理變化，如何讓美容會所抓住市場風(fēng)口，從而提升實際轉(zhuǎn)化率，成為探討美業(yè)空間設(shè)計時的關(guān)鍵問題。

As the beauty economy and the self-pleasing economy continue to grow, “become younger through beauty industry” has become a trend. Faced with consumption upgrading, clientele iteration and changes in women consumer psychology, how to make beauty clubs grasp the market, so as to promote actual transformation rate has become a key issue when exploring the design of beauty industry spaces.

縱觀當(dāng)下設(shè)計市場，場所體驗、空間美學(xué)、氛圍感、沉浸式、裝修公司藝術(shù)化......諸如此類熱詞，總是占據(jù)著行業(yè)認知。琉璃皝宮SPA設(shè)計而究其根本，藏于背后的底層邏輯是什么？

Throughout the current design market, such hot words like venue experience, space aesthetics, atmosphere, immersion-style, and artistry always dominate the industry’s cognition. However, what’s the underlying logic behind them?

在琉璃皝宮SPA設(shè)計中，專注研究“新美力”的MOSOM墨森設(shè)計，裝修公司跳脫設(shè)計本身，在“空間即品牌，場景即營銷”的策略思維下，將這一命題聚焦于空間美學(xué)與場景情緒、品牌運營的雙向主線，呈現(xiàn)出美學(xué)、情感價值與商業(yè)統(tǒng)一的復(fù)合態(tài)空間精品。正如其所言：“多元趨變，優(yōu)雅永恒。面對本案，設(shè)計不止是做一個店，而是要掙脫單一風(fēng)格的束縛，在真實「品牌營銷場」的構(gòu)建中，通過沉浸式空間情緒的引導(dǎo)與共鳴，達至不銷而銷的轉(zhuǎn)化成效。”

In the design of Glass Palace Spa, MOSOM DESIGN with a focus on researching “new aesthetic power” has emerged from design itself. It centers on spatial aesthetics and scenario emotions & brand operation under the strategic thinking of “space is brand, scene is marketing”, with efforts made to create a complex quality space that unifies aesthetics, emotional value and commercial integration. As it said, “diversified changes, elegance until eternity. In this case, it not only designs a store, but to break away from the single style constraint. Amid the construction of a true “brand marketing venue”, work is done to achieve the potential effect of promotion without sales by the guidance and resonance of immersion-style spatial emotions.

月下樹景·氛圍延伸

Trees Under The Moon

Atmosphere Extension

空間氛圍感，鏈接精神共鳴，

觸及用戶情緒錨點，

成就無形的品牌力。

“比起對美學(xué)的探討，美業(yè)空間設(shè)計有著更明確的本質(zhì)和目的 —— 盈利。體驗經(jīng)濟的消費邏輯下，「目的性消費」已變化為「驚喜式體驗」，氛圍造景成為傳遞品牌內(nèi)涵的生動方式。”漫步于此，月下樹景、侘寂枯木、蒼翠苔蘚，繪寫為幽靜詩意的東方畫面。琉璃皝宮SPA設(shè)計對于商業(yè)轉(zhuǎn)化而言，這是一種融于景寄于情的言說，是一種無形的品牌吸引力。

experience economy, purpose-centered consumption has turned into surprise-style experience, while atmospheric landscaping has become a vivid way to express brand connotation.” Roaming here, the moonlit tree, wabi-sabi dead wood and green moss paint a tranquil and poetic picture of the East. For commercial transformation, this is the way to convey emotions via scenes and an invisible brand appeal.

匹配目標(biāo)客群對功能、品位、審美、精神的高標(biāo)準(zhǔn)，休閑區(qū)設(shè)計亦有十足考究。琉璃皝宮SPA設(shè)計濃淡相宜的東方清韻，輔以氤氳的柔和燈光、細膩高級的深棕木質(zhì)感，令優(yōu)雅、舒愜、雅靜之感流淌其間。

The leisure area is exquisitely designed to meet the high standards of function, taste, aesthetics and spirit of targeted clients. The appropriate oriental charm, combined with soft light and delicate, textured dark brown wood, make the room elegant, comfortable and tranquil.

由表及里，鋪墊情境。對于MOSOM墨森設(shè)計而言，這一特定的場域氛圍，琉璃皝宮SPA設(shè)計不僅為消費客群帶來其渴求的放松、治愈、精神享受，更在與客戶建立忠誠度的過程中，觸及其背后的流量與實際轉(zhuǎn)化。

Pave the way from the surface to the context. For MOSOM DESIGN, this specific venue atmosphere not only brings the relaxation, healing and spiritual enjoyment that consumers desire, but also gains the popularity behind it and achieve actual economic transformation in the process of building loyalty with the clients.

正如設(shè)計師所說：“空間成為怎樣的場景，取決于要為顧客創(chuàng)造怎樣的體驗。我們希望這里并非是極盡奢華的外在昭示，而是真實呼應(yīng)人在美容院所產(chǎn)生的特定情感需求，琉璃皝宮SPA設(shè)計這也是提升美業(yè)品牌親密度并保持黏性的本質(zhì)?！?

As the designer said, "The kind of scene the space becomes depends on the kind of experience to be created for the clients. We expect that this location will be able to truly address people's unique emotional needs rather than simply be an outward display of excessive luxury. This is the key to increase intimacy and keep the stickiness of the beauty industry brand.”