大壮是谁？大壮就是大壮百货主理人VIVI 的昵称，VIVI 更是美妆及生活方式的热门博主，身兼数职的 VIVI 将自身对生活方式与潮流品味的选择投入在大壮百货之中，举杠铃的少女就是大壮百货最直观的识别标志。

DA _ZHUANG is the moniker of VIVI, the manager of DA_ZHUANG Premium Product Market. VIVI is a popular blogger in the realms of beauty and lifestyle. Juggling multiple roles, VIVI infuses her personal lifestyle choices and trendy tastes into the world of DA_ZHUANG Premium Product Market, where the image of a girl lifting weights stands as its most distinctive emblem.

VIVI对大壮百货运营方略有着非常明确的短，中，长期不同阶段目标规划，商品的种类及未来合作品牌皆会因为时间累积产生越来越多变化，因此大壮百货需要一间能随着时间持续成长的空间，随着产品数量持续延展的空间，随着未来多元化的品牌风格皆能相容协调的空间。

VIVI has developed a comprehensive strategy for the short-, medium-, and long-term objectives of DA_ZHUANG Department Store’s operations. Given the evolving range of products and forthcoming brand partnerships, the store needs a space that can grow steadily over time, expand effortlessly alongside its expanding product lineup, and adapt to and integrate various brand styles in the future.

登本设计将大壮百货的空间想像成一块巨大的玩具盒，在盒内摆放积木，并将积木赋予功能，最后在具备功能性的积木上添加明亮的色彩，想法有了，空间也成型了。

The space resembles a colossal toy box, where functional blocks are arranged, endowed with purpose, and finally adorned with vibrant colors. With this concept in mind, the space comes to life.

空间中央的承重柱留给我们强烈的印象，作为承载空间的主体构造物，我们选择突显这种隐含的 “力量”，这也与 “大壮” 的品牌形象不谋而合。

The central load-bearing pillar in the space makes a powerful impression. As the primary structural element supporting the space, we aim to highlight its inherent "strength," a quality that resonates perfectly with the brand identity of "DA_ZHUANG."

在传统家装设计的案例中，家庭成员的变化及成长常会促使家庭需重新规划室内空间的布局，当在商业空间规划时也时常会有相同的情况发生，大壮百货采用全可移动式展示柜具，方便配合多元的运营计划可随时更改不同商品的陈列需求。

Changes and family growth often necessitate rearranging interior layouts in traditional home design scenarios. Similarly, in commercial space planning, similar situations are common. DA_ZHUANG utilizes fully movable display cabinets, allowing flexibility in adapting to various operational plans and adjusting product displays as needed.

大壮百货是一家拥有多个品牌的买手店，选择全开放的产品展示方式，以适应未来不同尺寸和形状的各类型商品。

DA_ZHUANG is a concept store featuring multiple brands. It adopts a fully open product display approach to accommodate a diverse range of future products with varying sizes and shapes.

可移动式展示柜具备灵活且方便搬动的特性，能快速改变室内空间布局，并满足不同情境需求。并提供流动的展示空间，明亮的色彩在视觉上也另空间感受更加开阔。

The movable display cabinets offer flexible and convenient mobility, enabling swift changes to interior layouts. They cater to various situational demands, creating a dynamic display space. Additionally, the vibrant colors enhance the visual perception of a more spacious environment.

结合俐落线条的陈列架，创造富有趣味性，充满想像力的整体展示空间。

Through the fusion of streamlined display racks with clean lines, we craft a display space that is not just orderly but also exudes imagination and playfulness.

更衣室内全身镜相互反射形成无限延伸的空间感，如同爱丽丝梦游仙境的兔子洞，引起神秘感与好奇心。

Inside the fitting room, the full-length mirrors reflect each other, creating an infinite extension of spatial perception. This design, akin to the rabbit hole in Alice in Wonderland, evokes a sense of mystery and curiosity.

不同的品牌与商品皆能在空间中和谐共存，为顾客带来丰富多样的购物体验。同时，这也是店主给予选品的原则，不断探索和呈现不同品牌之间的碰撞和创新。

The space harmoniously accommodates various brands and products, offering customers a diverse shopping experience. This reflects the store owner’s commitment to selection, constantly exploring and showcasing the collision and innovation between different brands.

當一踏入店内会被各式各样的商品所包围，卡通人偶、卡通动物、陈列架上复古的小饰品、手工陶瓷和独特的收藏品，VIVI 将自己的品味与喜好皆融入店内。

Upon entering the store, you’ll encounter various products, from cartoon figurines and animated animals to vintage trinkets showcased on shelves, along with handmade ceramics and unique collectibles. VIVI seamlessly integrates her taste and preferences into the store’s ambiance.

显眼的黄色箱子是空间中的神秘焦点，吸引经过的人停下脚步，想一窥箱子里的秘密。

The prominent yellow box is a captivating focal point in the space, inviting passersby to pause and explore its mysteries.

在 VIVI 的各类收藏中有着许多仅限于展示但无法出售的有趣藏品想与大家分享，为了避免发生来店顾客因看到喜欢的藏品无法购买而失望的情况，VIVI决定将这些特殊藏品仅作展示，让更多人了解并欣赏这些独特的艺术作品。

Within VIVI’s diverse collections, numerous intriguing items are exclusively for display and unavailable for sale. The mysterious box comes to the rescue to prevent customers from experiencing disappointment upon being informed that certain items are not for sale. The large yellow box has become DA_ZHUANG’s showcase cabinet, where customers can share in VIVI’s collections.

特制的大壮百货罐头是开业前期才有的限量商品，罐中的内容物就像开盲盒一样有趣，有可能是一双袜子，有可能是一条手帕，说不定也有可能只是一张写着祝福平安的明信片。

The custom-made DA_ZHUANG canned goods are limited edition items available only during the opening period. The contents inside the can are as intriguing as opening a blind box – it could be a pair of socks, a handkerchief, or even just a postcard wishing for peace and blessings.

大壮罐头背后调皮的产品成分列表，将童心未泯的品牌精神表现在诸多细节中。

Behind the mischievous product ingredient list of DA_ZHUANG canned goods, the brand’s youthful and playful spirit is expressed in numerous details.

铁罐采用100%可回收的金属材质，环保而坚固，体现了品牌对可持续发展的目标，同时也提供了一个独特的储存容器，可以在开罐后继续作为实用的小物件收纳使用。

The tin can utilize 100% recyclable metal material, showcasing the brand’s commitment to sustainable development. It is not only environmentally friendly but also robust. This choice reflects the brand’s dedication to sustainability. Moreover, the tin can serve as a unique storage container that can be repurposed for practical use after opening.

举杠铃的少女贴纸会不定期推出更新版本及限定数量，便于推广，轻易入手收藏，为大壮注入了更高的辨识度。

The weightlifting girl sticker, a symbol of DA_ZHUANG, will periodically release updated versions in limited quantities. This strategy facilitates easy promotion and collection, enhancing DA_ZHUANG’s recognition.

将每一个产品都变成一个小小的宝藏，目标让每一位来到大壮百货的客人都能在寻宝的过程中发现独特、有趣并适合自己的独特物件。

We aim to transform each product into a bit of treasure, ensuring that every customer who visits DA_ZHUANG Premium Product Market discovers unique, interesting, and personalized items during their treasure hunt experience.

各位童心未泯的朋友们快来大壮百货走一走，相信你一定能看上其中充满童趣、玩心，并具备大壮独特品味精选的有趣商品。

To all our friends with youthful hearts, come and explore DA_ZHUANG! We believe you will find intriguing products filled with childlike wonder, playfulness, and the unique taste selected by DA_ZHUANG.

项目业主｜大壮百货

项目地区｜上海

完成时间｜2023.12

设计公司｜登本设计

项目类型｜品牌形象视觉、室内设计、道具设计、产品包装（商业空间全案设计）主案设计｜许凯廸、凌楷甯

设计助理｜何海洋、谈雅欣、王璐瑶

项目摄影｜何海洋

项目撰文｜可乐哥

Client｜DA _ZHUANG Premium Product Market

Project In｜Shanghai

Project Complete｜2023 December

Design By｜Design Onboard Studio

Project Type｜Brand Image、Interior Design、Display Design、Product Package

Design in Charge｜K.D Hsu、Carlie Ling

Project Assistant｜Ocean Ho、Agony Tan、Lareina Wang

Photography｜Ocean Ho

Copywriting｜Coke Bro

登本设计成立于2015年，位于中国上海，登本主理人许凯廸（K.D）及凌楷甯（Carlie）同领域不同专项的特性，令每次的项目有更深更宏观的成果，透过建筑、室内、产品、企业品牌形象、商业插画、艺术创作等多元的内容获得业界及市场优异的评价。

DESIGN ONBOARD STUDIO was established in 2015 and is located in Shanghai, China. The founders K.D Hsu and Carlie Ling have the characteristics of different professionals in the same field so that each project has a more profound and macroscopic result. As a result, it has won excellent evaluations from the industry and the market through architecture, interior, products, corporate brand image, illustration, artistic creation, and other diversified content.

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