【实景】对抗 | 场域力量

本项目位于陕西西安，面积约1300平。委托方的产品定位主要是以中高端休闲男装服饰为主、黑白风格居多，有自己的主品牌还有加盟品牌，销售渠道主要是由线上直播和代理销售。客户群体主要是以中高端消费的男士，受众年龄平均在20到45岁之间，作为西安第一个这么大规模的男装展厅，且是抖音优质电商带货达人这样一个网红品牌，委托方初步的需求就是“感觉”。

This project is located in Xi 'an, Shaanxi, with an area of about 1300 square meters. The client's product positioning is mainly high-end casual men's clothing, mostly in black and white style, with its own main brand and franchise brand, and the sales channels are mainly online live broadcast and agent sales. The customer base is mainly men who spend in the middle and high end, and the average age of the audience is between 20 and 45. As the first large-scale men's wear exhibition hall in Xi 'an, and as a online celebrity brand with high-quality e-commerce in Tik Tok, the initial demand of the entrusting party is "feeling".

头脑风暴时，我们首先想到的一个关键词就是“对抗”，黑白之间的碰撞、直线与曲线的碰撞。材质是设计的基础，材质之间的碰撞是体现空间情绪的直接方式。正是因为有了粗糙作为参照物，细腻才有了精致的观感。我们计划通过设计中原生态的水泥和后现代不锈钢之间的碰撞与对抗，塑造出一种向上的力量。

When brainstorming, the first key word that comes to mind is "confrontation", the collision between black and white, and the collision between straight lines and curves. Material is the basis of design, and the collision between materials is a direct way to reflect the space emotion. It is precisely because of roughness as a reference that delicacy has a delicate look and feel. We plan to create an upward force through the collision and confrontation between the original ecological cement and post-modern stainless steel in the design.

空间功能主要分为展厅、直播间还有办公室。我们在空间功能上做了深入解读，比如软装、美陈该如何搭配？文化深度该如何体现?需要展示多少SKU？SKU太多做不出品质，太少的话又激不起消费欲。还有空间的传达重点入店吸引力是什么？装置还是异形空间设计？客户群体应该容易被这两者所吸引，所以视觉要有冲击力。

Space functions are mainly divided into exhibition hall, live broadcast room and office. We have made an in-depth interpretation of the space function, such as how to match soft clothes and beauty. How to reflect the cultural depth? How many SKUs do I need to show? Too many SKUs can't make quality, and too few can't stimulate consumption desire. There is still room for communication. What is the attraction of entering the store? Device or alien space design? Customer groups should be easily attracted by both, so the vision should have an impact.

空间设计最关键的一点：照明设计，照明设计有两个基本原则，第一个是舒适原则，在场景中要体现舒适感，那么我们就要选择理想中的光源和合适的照射角度，避免强光直射。第二个就是吸引原则，用灯光的强弱和照射角度的变化，使展示的服装更加有立体感和质感，陈设面要光线明亮，这样才能吸引顾客。

The key point of space design: lighting design, lighting design has two basic principles, the first is the comfort principle, in order to reflect the comfort in the scene, then we must choose the ideal light source and the appropriate illumination angle to avoid direct glare. The second is the principle of attraction, which uses the intensity of lighting and the change of illumination angle to make the displayed clothing more stereoscopic and textured, and the display surface should be bright, so as to attract customers.

最后就是文化的渗透，中厅巨大的景观石块和无处不在的石块装饰，都在为提升观者在购买时的情绪状态，犹如游园一般心旷神怡，亦能体现店主别致的审美状态。茶吧区的太极顶使人可以宁静片刻，享用一杯咖啡小憩一会儿。这就是对抗的意义，黑与白、粗糙与细腻、时尚与文化。

Finally, the infiltration of culture. The huge landscape stones and ubiquitous stone decorations in the central hall are all aimed at improving the emotional state of the viewer when buying, just like visiting a garden, and can also reflect the unique aesthetic state of the owner. The Tai Chi roof in the tea bar area allows people to have a quiet moment and have a coffee break. This is the meaning of confrontation, black and white, rough and delicate, fashion and culture.