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Durasport零售商铺灯火规划

2019-05-31    

来历:谷德规划网

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导语: 本项目坐落新加坡最新的购物中心——由Safdie Architects所规划的地标性修建星耀樟宜机场(Jewel Changi Airport)内,于2019年4月17日正式对大众敞开。这是一个室内规划和平面规划项目,由修建事务所Ministry of Design担任完结,旨在经过规划一家名为Durasport的体会式兼沉溺式的超高功用的运动商铺,打造一个全新的商场品牌。

本项目坐落新加坡最新的购物中心——由Safdie Architects所规划的地标性修建星耀樟宜机场(Jewel Changi Airport)内,于2019年4月17日正式对大众敞开。这是一个室内规划和平面规划项目,由修建事务所Ministry of Design担任完结,旨在经过规划一家名为Durasport的体会式兼沉溺式的超高功用的运动商铺,打造一个全新的商场品牌。

Officially open to the public from 17 April 2019, located in the newest mall in Singapore: the iconic Jewel Changi Airport by Safdie Architects, we, Ministry of Design, created a new-to-market brand, designed the interiors and graphics for an experiential and immersive ultra-performance sports store named “Durasport”.

▼商铺全景,overview of the store

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Durasport运动商铺的立面规划极具动感,表现出一种活泼的、超高功用的运动感。在构造上,修建师选用高档的不锈钢作为首要的空间资料,并将它们以一种规整且极具结合力的方法进行整合:这也是修建师在有意参阅和模仿实验室中的研制环境,也意味着极具立异性和高功用的产品将在该环境中被研制出来。此外,修建师还为Durasport运动商铺中4个首要体育项目的各种产品特意定制规划了一个展览体系,然后在整个产品和尺码的层面范围内供给更大的灵活性。置物架、货架和支架被嵌入展现墙内或置于墙体之外,并作为结构,然后形成了一个整合的LED188bet.com体系。

Durasport’s facade is designed to appear as if in dynamic motion, conveying a sense of active, ultra-high performance sporting activities. Tectonically, high-grade stainless steel is used in a disciplined and cohesive manner as the primary spatial material: an intentional reference to the typical laboratory R&D (research & development) environment in which the store’s innovative and high performance products would have been developed. Specially designed to showcase Durasport’s varied merchandise across 4 key sports, the customized display system allows for extended flexibility across the product & size range. Shelves, racks or holders clip in and out of notched display walls and incorporate an integrated LED lighting system.

▼商铺进口全景,立面规划极具动感,选用不锈钢作为首要的空间资料,overview of the entrance, the facade is designed to appear as if in dynamic motion and the high-grade stainless steel is used

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Durasport运动商铺着眼于“超功用”运动爱好者集体,这是一个正在迅速发展但相对来讲没有被开发的细分商场,因而,Durasport运动商铺为自行车运动爱好者、滑雪爱好者、爬山爱好者和铁人三项运动爱好者等供给了一系列能够亲身体会的空间,让他们能够在购买运动服和配备前能够试穿和体会一下。

Targeting a growing but relatively untapped market segment: the ‘ultra-performance’ athlete & sporting enthusiast, Durasport provides hands-on experiential zones for serious cyclists, skiers, climbers and triathletes, allowing them to sample and test the sportswear or equipment before they purchase them.

▼商铺功用分区,zoning diagram of the store

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商铺内的展品由修建事务所Ministry of Design和客户一起策划,包含了世界上第一辆石墨烯自行车(一种比纸的分量还轻、但在强度上超越钢材200倍的自行车架,由英国的自行车厂商Dassi创造)、由英国人研制的世界上最轻的折叠自行车——蜂鸟(Hummingbird)、来自意大利DL KILLER品牌的可经过热学效益来成型的定制自行车运动鞋、由英国Zone3品牌供给的可最大极限削减拉伸阻力和添加灵活性的防水服、来自意大利DYNAFIT品牌的可添加上下坡灵活性的可调理高山滑雪靴、以及来自德国Ameo品牌的电力呼吸器等,该呼吸器能够协助游水者节省在竞赛中一次来回所需之时刻。

Products were co-curated by MOD and the client, and include the world’s first graphene bicycle (i.e. a form of carbon that’s lighter than paper but 200 times stronger than steel, by Dassi, UK), the world’s lightest folding bicycle (Hummingbird, UK), heat-mouldable customized cycling shoes (DL KILLER, Italy), wet suits which minimize stretch resistance and maximise flexibility (Zone3, UK), adjustable alpine ski boots that provide flexibility for scaling uphill slopes and rigidity for downhill skiing (DYNAFIT, Italy) and a power breather for swimmers (Ameo, Germany) which enhances lap times.

▼商铺部分和展览空间,选用由不锈钢管围合而成的圆形展览体系,partial interior view and the circular exhibition space that is defined by stainless steel

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▼商铺部分和展览空间,商铺墙面还选用三角形的元素,the circular exhibition space and partial interior view of the store with triangular element on the wall

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运动员们不只能够在同一家店购买到这些能够提高运动体会的超功用配备,还能够在商铺的5个模仿器中进行实景操作和体会,值得一提的是,这5个模仿器也是新加坡的第一批实景体会式模仿设备。

1. “360°全景滑雪体会器(Pro Ski 360 Simulator)”模仿器设备是新加坡的首个能够使体会者彻底感同身受的滑雪模仿器,该设备设有虚拟的下坡滑道(Downhill)、自在滑道(Freeride)和平行妨碍滑道(Slalom)等选项,体会者可自行挑选。穿上Dynafit滑雪靴,体会者便能够开端体会之旅,看看自己是否能够打破记录。

2. “自在爬山者(Freedom Climber)”是一个室内互动性非机动攀岩墙,也是新加坡的首例,该体会设备带有可旋转外表,体会者只需穿上爬山鞋,就能够在没有任何高度风险的情况下感受到爬山的趣味。

3. “魔镜(Magic Mirror)”是Durasport运动商铺中的一个特征,体会者不必亲身穿上滑雪服,只需直接站在镜面设备前,便能够进行“试穿”,还能够经过电子邮件将“试穿”的相片发送给自己。

4. 在“Vasa游水体会仪(Vasa Swim Trainer Pro)”的练习台上,顾客们不只能够对Zone3品牌的防寒泳衣进行实景体会和测验,还能够大秀一把自己强健的泳姿和过硬的技能。

5. 在“Nero Elite互动设备(Nero Elite Interactive)”的自行车练习带上,顾客们能够体会这个价值30,000新元的Dassi自行车,值得一提的是,这个互动设备,也是新加坡的首例。

▼滑雪体会区,设有“360°全景滑雪体会器”,arctic immersive zone with “Pro Ski 360 Simulator”

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▼滑雪体会区细节,details of the arctic immersive zone

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Not only can athletes purchase these ultra-performance gear all in one place to “up their game”, they can also test them in the store, using 5 simulators in the store, all of which are firsts in Singapore.

1. First in Singapore to carry this, Durasport features “Pro Ski 360 Simulator”, a completely immersive ski simulator featuring Downhill mythical slopes, Freeride, and Slalom (Parallel) ski options. Strap on the Dynafit ski boots and see if you can beat the fastest time logged.

2. Also a first in Singapore, the “Freedom Climber” is an indoor interactive non-motorized climbing wall with a rotating surface to simulate climbing without height risks, test your climbing shoes here!

3. Exclusive to Durasport, the “Magic Mirror” allows customers to “try on” ski clothing and email photos to themselves, without physically putting on the ski outfits.

4. Test the flexibility of the Zone3 wetsuit and your stroke technique on the the “Vasa Swim Trainer Pro” swim bench.

5. Another first in Singapore, you can test the S$30,000 Dassi bicycle on the “Nero Elite Interactive” cycling trainer rollers.

▼爬山体会空间,设有“自在爬山者”模仿设备,the climb immersive zone with “Freedom Climber”

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Durasport运动商铺是修建事务所Ministry of Design为客户Durasafe所规划的第二个项目,在本项目中,修建师提出的问题是:如安在21世纪中创立一个实体运动商铺?要知道,在新加坡这样的国家中,零售商场现已十分成熟了,网店也越来越遍及,更为重要的一点是,市面上现已有许多老牌的多品牌体育用品商铺了,为此,修建师对体育用品商场和客户现有的品牌和产品库存进行了具体的调研,终究清晰出一个细分的商场——“超功用”运动爱好者集体,且现在来看,这个细分商场没有彻底开发。一旦清晰了这些关键性的定位和品牌决议计划,一起有品牌和产品作为参阅,修建师便有了规划的方向,然后进行一系列与用户体会、空间规划、3D探究方式、资料和188bet.com设备、展现体系、品牌称号、品牌标志和周边、以及全体视觉效果等相关的规划。

Durasport is the 2nd store we’ve designed for our client Durasafe, and the question we asked is, ‘How do we make a brick and mortar sports store relevant in the 21st century?’ In a mature retail market like Singapore where online shopping is prevalent and there is no shortage of established multi-label sports stores, we analysed the sporting goods market as well as our client’s existing brand and product inventory, and eventually identified a market segment that at present remains relatively untapped: the ‘ultra-performance’ athlete & sporting enthusiast. Once these critical positioning and brand decisions were made, they became the project’s “North Star”, referred to and applied downstream to the choice of brands and products to carry, user experience journey, spatial planning, 3D form exploration, material and lighting selection, display system design, brand name, logo and collaterals, and overarching visual identity.

▼“魔镜”设备体会区,可直接站在镜面设备前进行“试穿”,the “Magic Mirror”,  customers can “try on” ski clothing without physically putting on the ski outfits

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▼自行车运动体会空间,设有“Nero Elite互动设备”,cycle immersive zone with “Nero Elite Interactive”

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▼自行车运动体会空间细节,details of the cycle immersive zone

▼展览空间细节,details of the display space

值得一提的是,店内体会的关键在于三个阶段的零售战略,即以“激起、沉溺和(随后)压服客户”来完善空间体会。为了完善Durasport运动商铺的全体品牌体会,修建事务所Ministry of Design还构思了品牌称号,并为其规划了品牌LOGO和一系列周边产品如手提袋、手刺、信笺、信封和内部标志等,以反映和传达品牌的根本质量:生机、立异和超高的运动功用等。

Key to the in-store experience is a 3-stage retail strategy to ‘excite, immerse and (subsequently) convince’ the customer. Rounding off Durasport’s holistic brand experience, MOD has also conceived the brand name, and designed the logo and collaterals such as the carrier bags, name cards, letterheads, envelopes, and internal signage to reflect the brand’s essential qualities: dynamism, innovation and ultra-high sporting performance.

▼修建师规划的商铺周边产品,the collaterals of the store designed by architects

▼平面布置图,layout plan

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