野兽派概念小商店 | neriandhu如恩设计

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野兽派概念小商店

Little B Concept Store


中国,上海,新天地

Xintiandi, Shanghai, China


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我们来自这个有形的世界,只有独自一人或假装乐观才能免受伤害。

你的疯狂就像荒漠里的一间便利店,是淡粉色的,布满尘土、一片荒芜。

是新鲜的信仰,是初生的罪恶。


-- 泰勒·罗德,《茧硬:田野日记》


We’re born into this concrete world, where sanctuary is to be alone or to pretend to like it. Your wildness is a convenience store in the desert, pale pink, dusty, arid. A new church, a fresh sin. 


-- Taylor Rhodes, Calloused: A Field Journal


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便利店在亚洲的大都市中无处不在,上海也不例外;它们遍布在城市各处,已经成为了城市的一个符号,无论昼夜、灯火通明,孜孜不倦地为城市居民提供着生活的便利。


The convenience store has a ubiquitous presence in Asian metropolises, and Shanghai is no exception; they have become urban markers dotted throughout the city, brightly lit, they shine through the day and night, serving the city’s inhabitants tirelessly. 


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生活方式品牌野兽派的概念小商店Little B则将便利店这一商业形态推演到一个新的高度。如同其它常见的便利店一样,野兽派概念小商店提供轻食、饮料、个人护理产品和基础家居用品,不同的是,这些产品皆来自国内外不同的高端品牌,满足了中国顾客不断提升的生活品味和消费水平。


In a new concept store for popular lifestyle brand The Beast, Little B takes the idea of a convenience store to another level. As with any typical convenience store, it offers light food and drink, personal care items, and basic home accessories—except each item here is sourced from various high-end local and international brands, carefully curated for the culturally astute and increasingly discerning taste of Chinese consumers. 

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如恩的设计保留了便利店共有的随意性,以及街头文化和快闪店的自发性,并尝试推出新的零售理念。小商店的设计概念摒弃了便利店所制造的短暂的满足感,着力表达出对隽永美学的纯粹敬意。


In thinking about how to embody this new retail concept, Neri&Hu’s design plays off of the perfunctory nature of the modern convenient store, the spontaneity of street culture and “pop-ups”, while still staying true to a timeless aesthetic that doesn’t rely on instant gratification.


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野兽派概念小商店位于上海市中心人头攒动的新天地商业区,该区域重现了传统的上海石库门建筑,因此,如恩保留了店铺外观原有的经典建筑细节,同时增加了新颖的元素和材料。在建筑原始的基底上构造了浅灰色混凝土基石和门梁,建筑表面原有的装饰线条延伸至入口,形成一个顶篷,同时也成为展示橱窗的底座。


Located in Xintiandi, a highly trafficked commercial area in the city center modeled after traditional Shanghainese Shikumen lane houses, the storefront respects the classic detailing of the existing architecture, while also bringing in fresh elements and materials. The light gray aggregate concrete that is found in the original base, lintels, and mouldings of the building is extended as a canopy above the entry and also forms a base for the window display. 


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门面左侧新增了一个由曲面白色条状瓷砖垂直拼贴而成的柱状结构,扩大了店铺的室内区域且丰富了动线。外墙使用统一的瓷砖,通过材料的连贯性将外墙三处迥异的部分联系起来,同时也成为橱窗展示的背景。


To the left of the existing façade, a new addition is clad in curved white-glazed tiles in a vertical pattern, which extends to the interior of the store and winds its way to the right side of the shop to pass behind the existing window. The material continuity of the tile serves not only to tie together the three distinct parts of the façade, but becomes a subtly textured backdrop for the shop’s colorful contents.  

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进入商店的室内,首先感受到的并不是商业零售的气氛,店铺内部的设计更像是一个艺术装置。在设计过程中,如恩一直鼓励业主做进一步的尝试来打破传统零售空间的设计理念,从本来就不大的空间划分出一个多功能展区,用来展示艺术作品和主打品牌、举办快闪活动,又或是为较大规模的视觉展陈提供场地。


Stepping into the store, the first encounter is not immediately with the retail environment, rather an art installation. Throughout the design process, Neri&Hu encouraged the client to make further breakthroughs with the typology and dedicate a portion of the already small floor area to be used as an undefined multi-purpose exhibition space to showcase art work, to install feature brands, to host pop-up events, and to accommodate large scale visual merchandising. 


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在零售区域内,定制的不锈钢展示柜将空间完全包裹起来。通过磨砂、抛光、穿孔、凹凸等不同层次的表面处理,为原本比较枯燥的不锈钢材料赋予了新的生命力。产品的各色包装、艺术陈列的形态和色彩,以及店铺内导视灯光相互映射,模糊了空间的界线,并为店铺的整体氛围增添了无穷的趣味与活力。


In the retail area, custom stainless steel display and shelving fixtures envelope the perimeter completely. Stainless steel, a rather sterile material, is brought to life by the layering various finishes: including brushed and polished, perforated and bump textured. The vibrant packaging of the products, the colors and shapes from the feature artwork, as well as the signage lighting begin to reflect off of each other, blur boundaries, and activate the space.


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通过这个项目,如恩尝试重新定义零售空间、升级便利店模式,同时满足一家店铺对效率和功能的本质需求。每一个设计元素、细节和材料的选择都基于对消费心理的研究,意图向城市之中略显冰冷且模式化的便利店投射入一抹人性的柔光。


With this project, Neri&Hu attempts to refine and evolve the convenience store typology. While fulfilling its inherent demand for efficiency and functionality, every designed element, detail and material choice embodies the desire for more, perhaps, for a bit of humanity to grasp onto.


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摄影师:沈忠海

Photos by Shen Zhonghai


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