THE RED RIBBON CONNECTS SPORT SPIRIT AND URBAN VITALITY
▲红色能量带 The Red Ribbon
体育精神与都市文化的交融
Sport Spirit Meets Urban Culture
TEAMCHINA中国国家队上海旗舰店位于新晋潮流街区永源路，由ICD明之顾问设计。项目在当代语境中诠释体育精神，将国家队的热血与荣耀同上海的城市脉动紧密相连，让空间化身为体育文化与都市生活交融的场所。
Located on Yongyuan Road, one of Shanghai’s rising trend hubs, the TEAMCHINA flagship store designed by ICD (I Collective Design) reinterprets the spirit of sport within a contemporary urban context. The project bridges the passion and legacy of the Chinese National Team with the city’s vitality, creating a space where sports, culture, and lifestyle converge.
▲主入口外立面 The Main Entrance Facade
▲入口体育明星翻转打卡装置 Flip Installation of Sport Stars at the entrance
“红色能量带”引领探索
The Red Energy Ribbon Invites Exploration
从国家队的品牌视觉资产出发，我们提炼并塑造出 “红色能量带” 这一空间超级符号。灵感源自延绵的赛道、律动的心率和竞技体育的起伏征程。这条“红带” 从街区延伸至店内，在空间中自然流淌，它既是展览装置，又是陈列载体，构建出空间的视觉主线与动线导引。
Distilling from TEAMCHINA’s visual identity, the design transforms it into a spatial symbol——the Red Energy Ribbon. Inspired by running tracks, heartbeat rhythms, and the undulating path toward triumph，the Red Ribbon, extending from the street into the store, flowing naturally through the space, functions as both exhibition structure and retail fixture, shaping the spatial circulation.
▲从入口看向店内 View from Entrance
▲红色能量带贯穿整个空间 Red Ribbon Flowing through the Space
“红色能量带” 作为传递体育文化的主线贯穿整个空间。沿着这条“红带”，顾客依次体验三大功能区：入口展览区以互动装置、多媒体展陈激发对体育文化的兴趣；紧接着进入中部多功能活动区，深度体验商品特性；最后到达沉浸式商品陈列区，完成从文化感知到消费决策的自然过渡。
This Red Ribbon guides visitors from the interactive exhibition area, through the flexible central activity zone, to the immersive merchandising space. Along this journey, cultural perception subtly evolves into emotional connection and, ultimately, into purchase decisions—transforming the spirit of sport into a tangible lifestyle.
▲入口展览区 Exhibition Zone
▲中部多功能活动区 Activity Zone
▲商品密集陈列区 Merchandise Zone
园林式空间体验
Garden-Inspired Spatial Experience
针对狭长的场地形态，我们借鉴了中式园林“步移景异”的营造逻辑，以“红色能量带”设定蜿蜒的游览路径，引导顾客在探索中收获层层递进的感官体验。
In response to the linear site, the design echoes the philosophy of Chinese gardens—step by step, scene by scene—to create a meandering route defined by the Red Ribbon, unfolding layered experiences of exploration.
▲从展览区看向活动区 View from Exhibition Zone to Activity Zone
▲从展览区看向吧台 View from Exhibition Zone to Cashier with Coffee
▲从展览区看向商品区 View From Exhibition Zone to Merchandise Zone
街区的视觉锚点
A Visual Anchor on the Street
横跨室内外的 “奔跑者”立面雕塑作为“红色能量带”的起点，连接品牌与城市。其动态张力的造型语言诠释突破自我、超越极限的竞技精神，成为街区的视觉锚点，引发精神共鸣。
The Runner Sculpture, straddling indoors and outdoors, marks the starting point of the Red Energy Ribbon. Its dynamic gesture expresses the spirit of breakthrough and self-surpass, becoming a visual landmark on the street and resonating with passerby.
▲奔跑者立面雕塑连接品牌与街区 The Runner Sculpture as Landmark on the Street
▲从活动区看向主入口 View from Activity Zone to the Main Entrance
灵动的场景切换
Spatial Adaptability
中部多功能活动区配有轻量化轮式岛柜，可根据使用需求灵活切换场景：日常陈列时分组排布；举办工作坊时可拼合成长桌；大型发布或赛事期间可快速清场，释放完整空间，为空间注入更多可能性。
Lightweight mobile display islands on wheels enable flexible configurations of activity zone: arranged in groups for daily display, combined into a long table for community workshops, or cleared entirely for product launches and large-scale events—infusing the space with more possibilities.
▲多功能活动区的场景切换The Flexible Use of Central Activity
▲活动区工作坊长桌模式 Activity Zone-Counters Combined into Long Table for Workshop
▲活动区发布会模式清空展柜 Activity Zone-Counters Cleared up for Event
会说话的展墙
A Wall That Speaks
商品陈列区设有一面白色通高展格，集中展示国家队全系列徽章产品。局部展格内嵌红色盲盒，可拼合成文字或图案，增添趣味性与互动感。盲盒内定期更新限量款徽章，吸引玩家持续参与——在此，体育精神成为可被分享与交流的日常。
The full-height badge wall in the merchandising space showcases TEAMCHINA’s full collection of badge series. The embedded red blind-box modules can form communicative patterns, introducing playful interaction. Limited-edition badges are regularly released inside the boxes, encouraging repeat visits and turning sports passion into everyday engagement.
▲从吧台看向白色通高展墙 The View from Cashier to Badge Display Wall
▲商品陈列区的运动元素 Merchandise Zone with Element of Sport
视觉与精神的延伸
Visual and Spiritual Continuity
镜面不锈钢吊顶回应仅2.8米的层高，在视觉上拉升空间，让“红色能量带”在空间中自由生长，形成反射闭环，寓意“终点亦是起点”的竞技精神。
The mirror polished stainless steel ceiling visually expands the modest 2.8-meter height, allowing the red Ribbon to flow infinitely through reflection—symbolizing the continuity of efforts, where every end is a new beginning.
▲红色能量带在空间里自由生长 The Red Ribbon Flow Infinitely through Reflection
▲从活动区看向展览区 View from Activity Zone to Exhibition Zone
TEAMCHINA上海旗舰店以一条红色能量带连接品牌和城市，为上海永源路注入鲜活的体育文化能量。
The Red Energy Ribbon connects brand and city, weaving together sport, urban life, and community spirit, while the TEAMCHINA Shanghai flagship store imbues Yongyuan Road with a new pulse of contemporary sports culture.
▲次入口外立面 The Secondary Entrance Facade
项目图纸
Floor Plan
项目信息
项目名称: TEAMCHINA中国国家队上海旗舰店
客户: 汇拾(北京)技术服务有限责任公司
地点：上海市静安区永源路2068号A栋101商铺
室内设计：ICD明之顾问
主创设计：张朕、张明慧
建筑面积：212 ㎡
主要材料： 镜面不锈钢蜂窝铝板、红色哑光钢板、白色哑光烤漆密度板、拉丝香槟金不锈钢、白色透光软膜、白色真石漆外墙
设计时间：04/2025-07/2025
完工时间：10/2025
摄 影：©杜莐
Project Specs
Project: TEAMCHINA Shanghai Flagship Store
Client: Hui10 Inc
Location: A101, No. 2068 Yongyuan Road, Jing’an, Shanghai, China
Interior Design: I Collective Design (ICD)
Principal Design: ZHANG Zhen, ZHANG Minghui
Area: 212 ㎡
Materials: Mirror-Finish Stainless Steel Honeycomb Panel, Matte Red Powder-Coated Steel Plate, Matte White Painted MDF, Champagne Gold Brushed Stainless Steel，White Soft Translucent Film, Matte White Ceramic Tile, White Stone Effect Paint
Design: 04/2025-07/2025
Completion：10/2025
Photography：©Du Chen
