服装品牌Gina Tricot一直在瑞典的时尚界占据着一席之地，其基本款式的潮流服装系列价格实惠，是瑞典全国女孩和年轻女性的首选品牌。

近年来，Gina Tricot在瑞典已经成为一个潮流的风向标，并逐渐发展成为一个具有先进的理念和前瞻性思维的服装零售商。因此，Gina Tricot在其广告中采取了新的创意，与瑞典双人女子DJ团体Icona Pop等名人合作，并在今年早些时候开始着手其精品店的新生，希望引领新一波的美学潮流。

Gina Tricot is a familiar face in the Swedish fashion landscape, its affordable on trend collections of base garments being a go-to label for girls and young women across the country.

Recent years have seen established Swedish fashion label, Gina Tricot begin to shed its skin and emerge as a forward-thinking, progressive retailer. Taking new directions in its advertising campaigns, brokering collaborations with the likes of Icona Pop and earlier this year embarking on a journey to revitalise the aesthetics of its boutiques.

▼商店收银区，the cashier area

因此，Gina Tricot找到了建筑事务所Note Design Studio和Open Studio，希望他们能够在斯德哥尔摩南城这个时尚聚集地里设计一个服饰旗舰店，用以展示精品服装，为顾客提供一个更好的购物体验。

Beginning with its flagship store on the hip Stockholm island of Södermalm, it approached Note and Open Studio for a fresh look that raises the garments on display to a new level and empowers the shopper in the process.

▼室内服装区全景，overall interior view of the clothes area

这家概念精品店位于斯德哥尔摩最繁忙的购物街之一上，Gina Tricot想将其打造为一个具有时间可持续性且充满特色的商业零售空间。该精品店所面临的另一个挑战是，这个空间一旦建成，就会成为Gina Tricot在瑞典境内所有商店的原型，因此每一个设计决策和元素都需要具有可持续性，可以被运用到其他不同规模的店面中，从而塑造品牌商店的一致性。

The boutique is situated on one of Stockholm’s busiest shopping streets, with a challenging period space and features to be preserved. Another challenge is that, once completed, this space would be the seed for Gina Tricot’s other stores across Sweden—so every design decision and attribute needs to be transferable and scalable without loosing its brand consistency.

▼白色调的室内服饰陈列区，the products display space with a palette of white

在设计规划期间，建筑事务所Note Design Studio和Open Studio发现了一个非同寻常的情况——Gina Tricot实体店的顾客和其网店的顾客的喜好不尽相同，因此，建筑师决定将这个情况反映在设计上，从而使建筑再次给人们留下深刻的印象。实际上，品牌的实体商店在其顾客的生活中扮演着非常重要的角色，它是人与之间的社交场所，而在当今社会中，互动与社交就意味着消费的产生。

During planning Note and Open Studio encountered an anomaly which would leave an impression on the end design. Gina Tricot’s overall customer demographic is one which differs in the physical space to that of its online marketplace. And the label’s physical retail spaces play a significant role in the lives of its shoppers—acting as social destinations where genuine human-to-human interactions are currency.

▼简洁的服装陈列区，the succinct clothes display area

因此，精品店的最终设计不仅需要为顾客提供一个舒适的购物体验，还要成为朋友出门逛街享受闲暇时光的聚会场所。基于这个概念，建筑师在商店中设计了一个小食饮品吧，使顾客们在挑选衣服的同时也可以享受轻松的聚会时光。而品牌客户（线上客户和线下客户）不同的商品喜好也使得建筑师可以在室内使用更多不同颜色的材料，以满足未来零售业的需求，即不仅可以满足当下这些年轻女孩的品味，更可以满足随着她们年龄的增长和阅历的增加而不断改变的需求，换言之，就是使得空间具有时间上的可持续性。

As a result, the final design needed to reflect the rituals of the shopping experience and be a hangout for friends sharing time together. A juice and snack bar emerged in the design to allow for relaxed gatherings while enjoying the collections. The contrasts in shopper demographics also allowed for a broader palette of materials and colour for a vision of future retail that caters for the younger customer now, but also the way they’ll grow and develop as they get older.

▼小食饮品吧，为顾客创造了一个休闲放松的聚会空间，the juice and snack bar that provides customers with a meet space to share time with their friends

目前市面上服饰零售店的室内空间往往流线复杂，因此本商店的一个重要特征就是通过简单的走廊流线组织空间。它不会预先将顾客的购物流线设置好，恰恰相反，它希望让顾客自己选择自己想要去到的商品区域。通过色彩、透明度、镜面和纹理，商店的室内空间吸引着顾客前去探索，并在探索中发现自己心仪的空间和服饰。而如果有哪种材料没有为顾客创造出这种与众不同的购物体验，建筑师就会舍弃这种材料。

key feature of the new space is streamlining the flow of shoppers through the aisles, of which there are relatively few. Instead of funnelling the visitor through a pre-set customer journey, the new store leaves the customer to make decisions. By using tints, transparency, mirrors and textures the interior invites exploration and generates surprise encounters with key pieces and styles. If it was felt that a material wasn’t contributing to the experience it was left out.

▼粉色调的室内空间，the interior space with the palette of pink

实际上，Gina Tricot这家概念精品服饰店的体验空间中，最具创新性的便是其对试衣室空间的处理。传统试衣间内狭小的隔间和昏暗的灯光在这里不复存在，相反，这里的试衣间是一个温暖的具有归属感的空间。在试衣间的尺度变得更加宽敞的同时，商店还鼓励将试衣间区域用于遮挡和分隔空间的幕帘拉开，从而将一个内向性空间打造为一个开放、整洁、充满活力的公共场所。

▼试衣间区域入口，the entrance of the changing rooms area

Arguably the most relevant iteration in the new Gina Tricot experience space is the treatment of the changing rooms. Gone are the claustrophobic cubicles and unflattering lighting, in its place is an area that brings a sense of togetherness and camaraderie. More space for changing into the clothes but then the shopper is encouraged to throw open the curtain and leave the confines to an open, uncluttered, energetic communal point.

▼试衣间区域，可将其用于遮挡和分隔空间的幕帘拉开，从而打造一个开放、整洁、充满活力的公共场所，the changing room area, throwing open the curtain and leaving the confines to an open, uncluttered, energetic communal point

▼明亮宽敞的试衣间，the bright and spacious changing rooms

这个新的品牌商店概念将被应用在Gina Tricot位于不同位置、不同规模的180家线下门店中，这对于今天和未来的购物者而言，都是一件值得翘首以待的事情。

Defined, focused and empathic to today’s shopper now and in the future, the new concept is will roll out across the fashion brand’s 180 stores and locations, scalable to fit each space.

▼一层中心服饰展示区细节，使用特殊镜面材料，在室内光线下形成斑斓的色彩效果，details of the clothes exhibition space at the center of the first floor, using the unique mirror materials, creating a colorful visual effect accompanied with the interior lighting

▼一层中央服装展示区使用的镜面玻璃的色彩效果细节，the color details of the mirror glass used in the clothes exhibition area on the central first floor

▼一层中央服装展示区使用的材料细部，the material details of the clothes exhibition area on the central first floor

“我们在室内空间中使用了很多颜色、镜面和纹理，希望它们能够真正地影响这家时尚商店中某些空间的氛围，从而促进一种更加积极的购物体验。再具体一点，这就是我们在设计试衣间时的概念，”建筑事务所Note Design Studio的My Degerth这样说道。

“这个空间告诉我们，生活与你所遇到的人息息相关。而与朋友一起逛街购物则会让生活变得更加有趣和难忘。我们希望通过一种自然且非强迫性的方式为Gina Tricot的概念精品店带去生机和活力，将其打造为一个真正的生活空间。”

My Degerth补充说道，“这是一个非常令人兴奋的零售店设计项目。Gina Tricot希望建造一家全新的线下商店，能够成为他们的首选建筑师并着手设计其第一家旗舰店，我们感到非常荣幸。对于一家成熟的零售连锁店来说，这是一个非常大胆且具有挑战性的尝试，因为通常情况下，大家都会选择先试水般地建造一家小的概念商店，经过试运营后再将其推出至其他商业网点。但Gina并不这样想，他渴望一个非常巨大的改变，并将其打造成为一个具有深远影响的商业空间。”

▼材料细节，material details

“We’ve used a lot of tints, mirrors and textures in the interior, and wanted to really influence the areas of a fashion store which detract from a positive shopping experience. Namely, the changing room areas.” says My Degerth, Note.

“The space reflects the sense that life is really about the people you meet. And that shopping is made better and more memorable with friends. We wanted to bring life to Gina Tricot in a way that is natural and unforced.” says My Degerth, Note.

“This has been a pretty exciting retail project. Gina Tricot needed a new Gina and chose to roll it out first at its flagship store on Södermalm. A pretty bold, provocative step for such an established retail chain—you’d perhaps do a small concept store, then test it and then roll it out across other locations. But Gina wanted a really big change, and to do it somewhere that would have a real impact,” says My Degerth, Note.

▼本项目中所使用的材料、色彩和纹理，the materials, colors and textures used in this project