項目名稱：衍生-TRONGYEE設(shè)計師品牌集合店汕頭萬象城店鋪設(shè)計

Project name: TRONGYEE (The Mixc, Shantou)

設(shè)計機構(gòu)：AD ARCHITECTURE∣艾克建筑設(shè)計

總設(shè)計師：謝培河

Chief designer: Xie Peihe

設(shè)計團隊：艾克建筑

Design team: AD ARCHITECTURE

項目地點：廣東汕頭

Location: Shantou, Guangdong

建筑面積：280平方米

Area: 280 square meters

主要材料：藝術(shù)漆、地毯、透光膜、金屬

Main materials: textured paint, carpet,membrane, metal

設(shè)計時間：2021年7月

Start time: July 2021

竣工時間：2021年10月

Completion time: October 2021

攝影師：歐陽云

Photographer: Ouyang Yun

模特：麥麥

Model: Mai Mai

承載品牌戰(zhàn)略性提升，打造藝術(shù)化的體驗場景

Strategic Upgrade of Brand Image, Artistic Experiential Scenes

優(yōu)秀的商業(yè)空間，讓品牌主與設(shè)計團隊得以相輔相成，達到雙贏，正如AD艾克建筑與妝衣時尚的合作。

Outstanding commercial space motivates the brand and the design team to reinforce each other for win-win results, which is perfectly demonstrated bythe cooperation between AD ARCHITECTURE and TRONGYEE_FASHIONS.

4年前，AD艾克建筑為妝衣時尚旗下品牌TRONGYEE定制打造的全新門店，讓這個在三線城市經(jīng)營20余年的傳統(tǒng)服裝品牌，獲得了銷售與品牌力的全面提升，成為了當(dāng)?shù)赝惿虡I(yè)空間中的標(biāo)桿項目。

Four years ago, TRONGYEE_FASHIONS, a conventional clothing brand rooted in downtown Shantou for more than two decades,entrusted AD ARCHITECTURE todesign a store for itssub-brandTRONGYEE. Since completion, it has becomealeading fashion store in thelocal market,and has helped the brand to gain agreat leap in both sales andinfluence.

如今伴隨品牌的發(fā)展，面臨再次升級TRONGYEE帶著全新的需求找到AD艾克建筑，這次主持設(shè)計師謝培河，給出了更為“冒險”的方案.......

This time, based on the client’s new demandsfor upgrading TRONGYEE, AD ARCHITECTUREwas entrusted again toconceive a new retail store. Xie Peihe, the chief designer,gave a more “adventurous” solution for the project.

#01

有把握的“冒險”

Confident adventure

TRONGYEE首店的成功，無疑給汕頭的商業(yè)帶來了全新的啟迪，讓“設(shè)計師品牌服裝集合店”的概念走進當(dāng)?shù)叵M者的視野，而新門店的策劃，AD艾克建筑則希望，幫助TRONGYEE注入藝術(shù)性的品牌元素。

It is unquestionably that the success of TRONGYEE’s first store has brought newinspiration toShantou’sretail sector, andhas helped popularizethe concept of “Designer clothing boutique store”to local consumers.This time,AD ARCHITECTURE hoped to inject new artistic elements into the brandthrough conceiving the new store.

對于新門店的設(shè)立，在TRONGYEE主理人璐小姐與設(shè)計師謝培河進行首次商議時，給萬象城店的定位于品牌由傳統(tǒng)商業(yè)街區(qū)進入商場的一次嘗試，采用80平方米小店，低投入的計劃。

When Ms. Lu, the director of TRONGYEE, discussed withchiefdesigner Xie Peihe for the first time about the design of the new store, positionedthe storeas an attempt ofthe brand to entershopping mall from traditional commercialstreet, and hoped it to be controlled at 80 square meters with a low investment.

全新門店的策劃，決定著品牌未來的位置與方向。在經(jīng)過對位置周圍同類品牌的調(diào)研后，設(shè)計師大膽提了新思路：“需要拿200平方米以上的店面才有助于一個新品牌站在商場的中心，面對周圍對手能強烈的發(fā)聲。打造一個具有力量的視覺品牌調(diào)性，占領(lǐng)市場的同時為TRONGYEE的品牌藝術(shù)化戰(zhàn)略提供有力的依據(jù)?！?

The new store’sdesigndetermines the brand’s futureposition and expansion direction. After an in-depth investigation of competing brands around the site, thechiefdesigner boldly proposed that itwas necessary to construct a store with at least 200 square meters to help the brandstand out among other competitors in the mall and it was essential to activate a powerful and appealing visual identity for TRONGYEE to occupy the market and lay a solid foundation forshaping an artisticbrand image.

AD艾克建筑以戰(zhàn)略維度思考空間設(shè)計，這看似冒險的方案背后，是設(shè)計團隊多年的設(shè)計經(jīng)驗與對市場的敏銳洞察，橫向上看到委托人未發(fā)現(xiàn)的市場變化，豎向上以專業(yè)的設(shè)計能力，為品牌打造面向高凈值消費者的品牌界面。

AD ARCHITECTURE explored the spatial design strategically. The seemingly adventurousdesign scheme isbased on the design team’s rich experience and keen insight into the market, which captures the market dynamics unknown to the client.With professionalexpertise and skills, the design team created a store image for the brandto attract high-net-worth consumers.

#02

以裝置藝術(shù)的手法

表達空間

Present the space with art installation expressions

新店確認(rèn)方向后，AD艾克建筑選擇以裝置藝術(shù)的創(chuàng)作手法，融合當(dāng)代審美來實踐這個280平方米的商業(yè)空間。

Afterdeterminingthe designdirection, AD ARCHITECTUREdecided toconstruct this 280 square-meter commercialspaceby applying theexpressions of art installationsand meanwhile incorporating modern aesthetics.

店門形象是商業(yè)設(shè)計中一個重要的組成部分，它是直接傳達給消費者最直觀的界面，通常商業(yè)設(shè)計會通過櫥窗來傳達品牌調(diào)性與風(fēng)格。

The storefront is an important part of commercial space design as it directly presents the store’s image. Commercial space design usually adopts display windows to convey brand’s identity and style.