Atelier Tree

老虎上上山品牌服装集合店3.3概念店

AtelierTree was commissioned to design a concept specialty-collection store for the brand “Tiger Go Uphill”, who intended to reshape their spatial image while accommodating maximal display within affordable cost. The design is an attempt on promoting brand values through spatially optimizing the shopping experience within the voluminous display.

外立面局部 ©Atelier-Tree

入口处的橱窗看到室内

©Atelier-TreeAtelierTree

褶皱体量在2.1米高度的分界玄木又寸建筑从“老虎上上山”标识名称中发掘品牌特质，分析结合场地条件，发展设计思路。将品牌定位对浩然正气的推崇，品牌名称中丛林之王巡弋山林的画面意象，转译为城市丛林间商铺的视觉气场与空间氛围。以王者殿堂的空间序列，彰显威仪气场；以材料组织的综合语汇，塑造消费空间的时代气息与独特体验。

AtelierTree derives a kingly identity for the brand from its name, analyzes the site conditions and develops a scheme accordingly. Therefore, the brand is orientated in praise of the majestic dignity patrolling the jungle, which is well spatially translated into a kingly shopping experience through an urban-jungle. In one word, it is the spatial sequence that reminds of a kingly palace and represents the dignified air; and the composite vocabulary of materials that blends identity with consumerism.

项目场地呈规则矩形，西向长边与北向短边邻接着商场公共通道。主要出入口被限定在这两条边的交接转角位置，活动流线由此展开。入口处甬道由双向展示的服装展架形成，横向洞口释放出内部空间的局部影像，又隔断成进入集合店之前的简洁的前奏。由前庭甬道进入高挑的主体展陈空间，环绕以清晰的环形内部通道，既是高效便捷的消费体验路径，又勾勒出对外展示的褶皱。

The site has a shape of a regular rectangle, with the longer west and shorter north sides facing the public passage of the shopping mall, thus defining a corner-entrance fanning out the circulation inside. A clothing rack makes an entry-corridor along the wall, with horizontal openings that both partially reveals the interior and breaking into a simple prelude. Once past the corridor, one will find her-/himself in the uplifted void before the main inward display space circulated by clear inner passages that line out the showcase folds--a route of consuming and experiencing as much effective as convenient.

玄关通道一侧两面

通透的橱窗

©Atelier-Tree

褶皱体量上外凸的展示区

玄关处对称的几何形柱子

褶皱The Folds

沿场地外轮廓，规律性向内探入的矩形展陈模块，形成连续的褶皱状展示体量。

褶皱形态使商铺空间与商场公共通道在边界上互动起来，构建出大面积封闭、局部开放的外部立面。

褶皱形态与内部通道连接，形成进退变化的通道轮廓，褶皱的凹陷可作为相对独立的单一品牌展示区域，褶皱的凸起可布置重点陈列造型，二者的使用方式亦可交换，在环形动线上灵活演变。

曲折变化使通道路径在行进中的层次变得颇为丰富，简单的环形通廊不再单调，凹进凸出的形体打破长条形展示界面的单一，极大增加展示区域所包容的商品数量。

作为空间主要围合体量的连续褶皱展示盒子以胡桃木纹饰面，深色基调下舒展的木纹隐现，深沉自然的质感包裹占据着空间的主体。

褶皱明晰的边界也由此消解，不再锋利冰冷，从而回应了视觉与身体对环境体验的需求。

By squarely folding the site sides inward regularly into a continuity of folds for display, the public and commerce succeed in interacting by the interface, a well-composed facade contrasting massive closure with revealing openings. The folds are also connected with and reflected in the undulating inner passages, along which the alcoves and projections alternatively and flexibly serve for relatively independent brands’ solo show and key embellishments.So the folds turn the circulation into a promenade, enrich the often flat display interface and optimizes the display accommodation. Walnut wood is chosen to finish the folds-boxes as the envelope, with stretched grains looming under the dark tone that quietly lend the space flow a deep and natural texture. Therefore, the clear-cut boundaries are softened from sharpness and rigidity, meeting for the visual and corporal needs for warmth in environmental experience.

中心柱列展示区

©Atelier-TreeAtelierTree

中心柱列展示区内部

柱列The Colonnade

环形走廊围合出的中心展陈区域，分化为高耸挺立的双层柱列，它们既是空间隔断构件亦是展陈道具的主体，在通道行进方向上，将柱与柱的空隙中，嵌入服装展架，服饰与柱体规律的交叠，在镜面中往复。

这是服饰的殿堂。

柱列柱体由矩形平面柱脚向上生长，逐渐演变为四角向外扩张的折线形柱顶平面，这使柱体上出现纤长的三角形折面，场地空间的高度被极限利用，柱列支撑在地面与顶棚高点之间，经由局部镜面不锈钢天花的反射，进一步强化空间向上延展的趋势。

柱体以喷砂不锈钢金属板饰面，这些几何形金属柱体倒映着观者，倒映着周围的深色木纹褶皱展示体量以及服饰。

Defined by the circular corridor, the central display zone bifurcates into a dual towering colonnade, acting as both spatial partitions and display props.

Especially when going along the passage, one will alternatively see her- or himself in the reflective columns and possibly suitable clothes displayed in the in-gap racks between columns.

A genuine palace for clothing. As the columns grow upward, the rectangular base gradually evolves into a splaying top of folding lines; the slender triangular folded surfaces along the column thus utilize the height of the site space maximally - the full-height columns reflect the ceiling in partially stainless steel, thus strengthening the upward spatial tendency.

Meanwhile the sandblasted stainless steel plates decorating the geometric columns reflect the dark wood-grained folds along with the passing viewers, who’s find there a dreamy background for both fitting and selfies.

发光天幕落在褶皱展示体量上

©Atelier-Tree

几何形柱列内看向试衣间区域

©Atelier-Tree天幕The Canopy

沿着环形通道外围，褶皱形体量被压低在2.1米以下，且其顶部的隔断也从场地轮廓边线内收成敞开的阶梯，从而在竖向立面上模糊场地与商场公共通道的边界。并且，上部隔断还使用双向发光软膜灯箱构建，同样铺满顶部天花，于是整体连成一片覆盖在周围褶皱与中央柱列之上的发光天幕。来自天花顶面和隔断侧面发散匀质的光线既塑造出细致柔和的氛围，也使试衣自拍都不受任何点光源的干扰。

The folds are lowered below 2.1 meters along the circular passages outwardly, with the upper partitions also folded into open staircase from within the site outline, thus blurring the vertical boundaries between the site and the mall’s public passages. Moreover, the upper partitions are made of two-way luminous soft film light boxes that also cover the top ceiling, thus forming a luminous canopy over the surrounding folds and central columns. The uniform light from the top of the ceiling and the sides of the partition not only creates a subtle atmosphere, but also makes fitting selfies free from any interference from point light sources.

从侧面通道看中心展示柱列区

透过中心柱列看配饰品展架

从中心展示柱列内看木质褶皱体量

©Atelier-Tree

镜面天花使几何形金属柱列向上生长

©Atelier-Tree

正是通过并置褶皱和柱列以扩容，场地空间的使用效率得到了最大化，众多独立服装设计师品牌的服饰作品都得以有条不紊、相映生辉地安置；与此同时，连续褶皱的展示体量与挺拔高耸的中心几何柱列结合也塑造出王气般丰富多变的空间形态。

It is just through juxtaposing the folds and columns to expand the space that the efficiency of the site space is maximized, and the clothing works of many an independent fashion designer brand placed in an orderly and complementary manner; meanwhile the continuous massive folds and uplifted geometric colonnade also create the variety of aura for a kingly jungle.

发光隔断天幕下的配饰品展架

©Atelier-Tree

柱列展示架及镜面天花上的倒影

©Atelier-Tree

服装挂架与金属柱列的连接

中心展示柱列侧面局部金属与木材在质感中的对话，呈现理性与温度在场所中的交叠碰撞；而单纯硬朗有如山势的几何柱、密林迷宫般的柱列，抽象再现出百兽之王的自然气场，使集合店场景中的诸多品牌既形象鲜明又充满悬念，最终成功特化了购物/试衣体验，重塑了更广泛的品牌价值。经典的王的殿堂内的柱列空间，与应运功能需求而出现的褶皱空间，在光的天幕的包覆之下融合交互，使集合店铺从过去通向未来。

The metal and wood not only dialogue in texture, but also collide rationality with warmth; while the robust geometry and labyrinthine layout not only reminds people of the beast king in the name of the store, but also places the collected brands in a distinctive and suspenseful background, thus ultimately successfully specializing the shopping/fitting experience and reshaping brand values more widely. In this way, the colonnade space of a classic kingly palace and the folded space emerging in response to functional requirements are integrated and interactive under the canopy of light, allowing the collective store to lead from the past to the future.

从几何柱列间看收银区

©Atelier-Tree

几何形金属立柱局部

©Atelier-Tree

项目名称 | 光的天幕下的王之圣殿—— 老虎上上山品牌服装集合店3.3概念店

设计公司 | 木又寸建筑事物室AtelierTree

设计团队 | 常凯生 石尚

项目业主 | 北京名玳商贸有限公司

施工单位 | 北京业兴装饰工程有限公司 范传宝团队

项目地点 | 北京市朝阳区3.3商业大厦一层

建筑面积 | 150平方米

主要材料 | 木纹饰面碳素板（郎生），PU人造石皮，喷砂不锈钢板，软膜天花

设计时间 | 2023年 4月

建成时间 | 2023年 7月

摄 影 师 | 吕博

文章翻译 | 陈相营

主持建筑师 / 常凯生

木又寸建筑事物室（Atelier Tree）以人的身体和精神为关注原点，将研究、实践聚焦于建筑，认为“建筑传递与实现希望，是承载人、物、事件的动态容器，并终将成为可持续更新的生命系统“。

依赖先进理念与执业技能，木又寸建筑事物室在城市更新、乡村改造等不同场域，探寻教育、文旅、商业零售、居住、办公等多元场景下的创造力营建。

木又寸建筑事物室植根于东方土壤，开展广泛的、国际视野下的研究实践，涵盖规划、建筑、室内空间、艺术装置等全过程、系统化的设计与咨询服务，协同共同理念之优秀项目、前瞻业主，抵达卓越的居住、生活、商业与文化理想。

木又寸建筑关注设计项目的落地实现，以持续热情与丰富经验服务于工程建设的全部阶段。

建成项目曾先后获颁：“2022国际设计传媒奖-年度展示空间大奖-铂金奖”、“IDA2021 Design Awards荣誉奖”、“金腾奖 2021年度商业空间设计大奖”、“A’DESIGN AWARD& COMPETITOON 2018-2019 年度室内空间与展示设计银奖”、“第十六届（2018）国际设计传媒奖-年度展示空间大奖”、“金腾奖2018 年度最佳商业空间设计”、“第十五届（2017）现代装饰国际传媒奖-年度商业空间大奖”等设计奖项与荣誉；亦广泛刊载分享于专业杂志、网站等传播媒体。

木又寸建筑事物室在造物事件中获得能量，帮助独特土地或空间中的种子萌芽、成长，籍以实现当下、未来生活的每一寸希望。

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