关于PuffFrog About PuffFrog

PuffFrog是一家线上以帽子为主的买手品牌，此次为首次尝试做线下实体零售店，以街头文化为核心，打造一个街头服饰、精品咖啡、黑胶唱片相结合的复合型空间，并为本地品牌、艺术家提供展示，将社区文化、设计和生产与PuffFrog的创意相结合。

PuffFrog is a fashion online store that mainly focuses on hats. This is their first attempt to open an off-line retail store. With street culture as the core, it creates a composite space that combines streetwear, specialty coffee, and vinyl records. It also provides showcases platform for local brands and artists, combining community culture, design and production with PuffFrog’s creativity.

▼项目坐落于二楼廊道内部，the project is located inside the corridor on the second floor© 觉得设计

关于kangol About Kangol

Kangol成立于1938年，创始人最初从法国引进的贝雷帽做成了品牌的代表产品。随着时代的发展，Kangol不仅是英国军队和奥运代表帽款的供应商，也超越了纽约街头嘻哈文化，逐渐发展成为一个更多元化的国际潮牌。

Kangol was founded in 1938. The beret originally introduced by the founder from France became the brand’s signature product. As time goes, Kangol is not only a supplier of hats for the British military and Olympic representatives, but also transcends New York street hip-hop culture and gradually develops into a more diversified international fashion brand.

▼项目概览，overall of the project © 觉得设计

▼入口空间，entrance area © 觉得设计

关于Matata coffee About Matata coffee

Matata 来源于《狮子王》中的一句谚语，Matata coffee意在以咖啡作为媒介，营造一个小而美的“城市客厅”，探索更多无忧且温暖的生活方式。

Matata comes from a proverb in “The Lion King”. Matata coffee uses coffee as a medium to create a small but beautiful “urban living room”. They hopes to explore a more worry-free and comfortable lifestyle.

▼门头，storefront © 觉得设计

▼独立的巨型钢结构，the giant steel structure © 觉得设计

▼细部，details© 觉得设计

关于印象 About impression

PuffFrog原办公空间是一个普通小区住宅楼里四室一厅的户型，与想象所不同的是，初次访问puffFfrog时，便被遍布在各个空间里的货架和帽子所震惊，每进入到一个空间都充满了无限的惊喜，人挤在货架里挑选商品，仿佛进入了一个专属帽子的世界探寻，购买欲瞬间便被调动了起来，这是最早我们对PuffFrog的印象，并希望将这种印象作为线下实体店设计的起点。

The previous office of PuffFrog was located in a residential apartment with four bedrooms and one living room. What was different from what I imagined was that when I first visited puffFrog, I was shocked by the shelves and hats scattered in various spaces. The space is full of endless surprises, people crowded in the shelves to choose the products, as if they had entered a world of hats, that instantly trigger desire to buy. This was our earliest impression of puffFrog, and we hope to use this impression as a line for designing the retail store.

▼轴测图，axonometric drawing © 觉得设计

关于场地 About the venue

项目是一间位于商场二楼廊道内部的铺面，顺着一楼人行道的自动扶手梯而上便能映入眼帘。拆除掉原铺面外立面的玻璃幕墙，铺面的空间自然融入了廊道，我们把铺面的空间想象成空地，在空地放置一个独立的巨型钢结构，将不同的空间功能注入钢结构之上的木板箱体。

The project is located inside the corridor on the second floor of the shopping mall. You can see it when you go up the escalator on the sidewalk on the first floor. The glass curtain wall on the original pavement facade was removed, and the paved space was naturally integrated into the corridor. We imagined the paved space as an open space, and placed an independent giant steel structure on it, and we inject different spatial functions into the Wooden board box above the steel structure.

▼钢结构与木板箱体， steel structure with wooden board box © 觉得设计

为了营造街头的氛围，将入口的空间退让，同时抵消店铺空间与廊道的边界感。主体阵列的钢结构顺应入口的退让而切割，上方的木板箱体自然形成了悬挑的视觉效果，借此也成为了门面突出的视觉焦点。

In order to create a street atmosphere, the space at the entrance is set back. At the same time, it offsets the sense of boundary between the store space and the corridor. The steel structure of the main array is cut in line with the setback of the entrance. The wooden box above naturally forms a cantilevered visual effect, thereby becoming the prominent visual focus of the facade.

▼咖啡吧操作台，coffee bar counter © 觉得设计

▼细部，details © 觉得设计

入口的楼梯用日常工地的脚手架材料焊接组合而成，与店铺内部的楼梯串联，激活垂直空间的流动性。楼梯不同形式的平台除了具有陈列商品的功能外，还能为喝咖啡、听音乐的人提供街头的随意就坐，并且延续脚手架的材料成为陈列架系统的一部分。

The stairs at the entrance are welded and assembled with scaffolding materials found in daily construction sites, and are connected in series with the stairs inside the store to activate the fluidity of the vertical space. In addition to the function of displaying goods, the different platforms of the stairs can also provide casual seating for people drinking coffee and listening to music, and the materials of the scaffolding continue to become part of the display rack system.

▼入口的楼梯，the stairs at the entrance © 觉得设计

空间内部挑空的区域消除了巨大的跃层木板箱体带来高度上的压迫感。

The hollow area inside the space eliminates the sense of height oppression caused by the huge double-layer wooden box.

▼内部挑空的区域， hollow area inside the space © 觉得设计

▼门头，storefront © 觉得设计

▼货架，display shelves © 觉得设计

关于“裸” About naked

“我喜欢直接纯粹的表达，不需要伪装，没有边界。将空间的结构与部件逻辑转化成视觉语言，这暗合了街头潮流的精神。”

I like direct and pure expression without disguise and boundaries. Transforming the structure and component logic of space into visual language coincides with the spirit of street fashion.”

▼结构细部，details of the structure © 觉得设计

▼细部，details © 觉得设计