未来自然主义下的跑者乌托邦
A Runner’s Utopia Shaped by Future Naturalism
01 Prologue 前言
当跑步成为一种更日常的城市生活方式，跑者需要的已不只是购买装备的场所，而是一个能够理解身体、温度、城市、赛事与社群关系的空间。
MACONDO 马孔多作为专注城市跑与越野跑的专业跑步品牌，始终围绕“专业、科技、原创”展开产品与品牌表达。全国首店落地于北京朝阳大悦城，店面空间不仅需要承担零售功能，更需要成为品牌精神被完整感知的线下入口。
As running becomes an increasingly everyday urban lifestyle, runners need more than a place to purchase gear. They need a space that understands the relationships between the body, temperature, the city, races, and community.
As a professional running brand focused on urban running and trail running, MACONDO has consistently built its products and brand expression around professionalism, technology, and originality. Located on the 4th floor of Joy City Chaoyang in Beijing, the brand’s first national store is not only a retail space, but also a physical entry point where the spirit of the brand can be fully perceived.
在这个项目中，ISENSE DESIGN 提出了 TECH NATURE 未来自然主义的设计概念。我们希望以未来感、科技感和实验感建立品牌的专业识别，同时把城市跑步、温度选择、赛事信息与社群活动组织成一条可被体验的跑者路径。
For this project, ISENSE DESIGN proposed the concept of TECH NATURE, or Future Naturalism. The design establishes a professional brand identity through a sense of futurism, technology, and experimentation, while organizing urban running, temperature-based selection, race information, and community activities into an experiential path for runners.
02 From Online Community to Physical Space 从线上社群到实体空间
马孔多 macondo 作为跑步垂类头部品牌，既是中国跑步文化的推广者，又是科技、专业、原创的跑步装备引领者。多年深耕，以线上为起点，生长出忠实的跑者社群、多项专利的专业跑步装备与积极向上的社会责任与实践活动。
对于全国首店而言，设计面对的核心问题并不是“如何陈列商品”，而是如何将品牌已经形成的品牌精神、跑者文化、与社群温度转化为真实空间体验。
As a leading brand in the running category, MACONDO is both a promoter of running culture in China and an innovator in technological, professional, and original running gear. Through years of cultivation, beginning online, the brand has developed a loyal runner community, patented professional products, and a strong commitment to social responsibility and public-facing activities.
For the first national store, the central design question was not simply how to display products, but how to translate the brand’s established spirit, running culture, and community warmth into a tangible spatial experience.
▲ 白色光膜建立空间的科技感与实验感 The white luminous membrane creates a technological and experimental atmosphere.
在风格上，我们有意保持克制：既要脱离传统商场运动品牌店过度“销售化”的视觉语言，又不能过分潮流化、脱离专业垂类跑步品牌的主调性。空间最终呈现的是一种微妙的平衡——专业但不冰冷，未来但不炫技，简洁但仍保留真实的跑者温度。
The design language is deliberately restrained. It moves away from the overly sales-driven visual language of conventional sports retail stores in shopping malls, without becoming excessively trend-led or losing the professional tone of a specialist running brand. The result is a subtle balance: professional but not cold, futuristic but not showy, minimal yet still carrying the genuine warmth of runners.
▲ 3 PEAKS MODEL BY ISENSE DESIGN
03 TECH NATURE
The Juxtaposition of Future and Nature 未来与自然的并置
之于【自然】- 由于空间限制，我们摒弃大面积景观，而是更多转化为数字影像、城市温度信息、山地路线模型和入口 DP 场景。保留理性、简洁、中性的基底，让人首先感受到专业科技的秩序；而山体、苔藓、城市路线、温度信息和跑步影像，则作为细节线索被嵌入其中，使未来感与自然感在有限空间中形成克制的并置。
In relation to nature, the limited site area led us away from large-scale landscape gestures. Instead, natural references were translated into digital imagery, urban temperature information, a mountain-route model, and the entrance display scene. A rational, clean, and neutral base allows the order of professional technology to be felt first, while mountains, moss, city routes, temperature data, and running images are embedded as detailed clues. Within a compact space, futurism and nature are placed in a restrained coexistence.
空间顶部采用大面积白色格子光膜，形成接近实验室和电影棚的明亮光环境。黑色结构线条将顶部切分为清晰的网格，带来秩序、速度与技术感。它不像传统零售空间的装饰性吊顶，而更像一个被点亮的运动数据界面，为整个空间建立了强烈的未来基调。
A large white gridded luminous membrane spans the ceiling, creating a bright environment reminiscent of a laboratory or film studio. Black structural lines divide the ceiling into a clear grid, introducing a sense of order, speed, and technology. Rather than functioning as a decorative retail ceiling, it reads as an illuminated sports data interface, setting a strong futuristic tone for the entire space.
▲ 北京“三峰”泡雕艺术装置 The Beijing “Three Peaks” foam-sculpture art installation
我们将北京“三峰”（北京周边经典越野跑步赛事举办地）转化为可被观看的空间地形。模型以山体切面、岩石肌理与苔藓细节构成入口 DP 的视觉焦点，回应跑者从城市进入自然、从日常训练走向越野挑战的心理路径。
We transformed Beijing’s “Three Peaks”, a classic trail-running race location around the city, into a visible spatial terrain. Composed of mountain sections, rock textures, and moss details, the model becomes the visual focus of the entrance display, responding to the runner’s psychological journey from the city into nature and from everyday training toward trail challenges.
DP点的上方是山体、岩石、苔藓与地形，下方是标记了品牌周例跑路线的跑道地面，城市跑构成店内主要的零售场景，越野跑则被浓缩为入口处的精神坐标：城市在下，山野在上，人工光网与自然地形相互碰撞，形成马孔多首店最具记忆点的空间关系。
Above the display point are mountains, rocks, moss, and terrain; below it, a track-like floor marks the brand’s weekly running routes. Urban running forms the main retail scene within the store, while trail running is condensed into a spiritual coordinate at the entrance: the city below, the mountains above. The collision between the artificial light grid and natural terrain creates one of the most memorable spatial relationships in MACONDO’s first store.
04 Marathon UI as Spatial Interface 跑者信息中枢
前台区域被设计为空间的信息中枢，而不是传统意义上的收银台。
大面积 LED 屏幕结合马拉松 UI 视觉，呈现月度赛事、马拉松信息、城市温度与品牌影像。对于跑者而言，这些信息并不是装饰，而是与日常训练、出行装备和赛事计划直接相关的内容。
The front desk is designed as the information hub of the space, rather than a conventional cashier counter.
A large LED screen, combined with a marathon-inspired UI, presents monthly races, marathon information, urban temperature data, and brand imagery. For runners, this information is not decoration; it is directly connected to daily training, travel gear, and race planning.
收银台的金属体块以克制、简洁的方式置于空间中央，上方的屏幕显示关于跑步生活的实时信息：天气、温度、赛事、品牌活动、产品状态与社群动态。
The metal volume of the counter is placed calmly and simply at the center of the space. Above it, the screen displays real-time information related to running life: weather, temperature, races, brand activities, product status, and community updates.
▲ Marathon UI BY ISENSE DESIGN
我们为这个空间设计的马拉松信息屏 UI，整体视觉风格暗喻赛事转播、航班信息屏与运动数据面板：赛事日历、城市温度、活动信息与品牌内容被整合在同一套系统中，成为空间里的“跑步信息面板”，让顾客迅速进入跑者的时间、天气和赛事语境。
The marathon information-screen UI designed for this space subtly references race broadcasts, airport information boards, and sports data dashboards. Race calendars, city temperatures, event information, and brand content are integrated into one system, forming a “running information panel” within the space and allowing visitors to quickly enter the temporal, climatic, and race-oriented context of runners.
05 Designing by Temperature 温度分区
马孔多 macondo 深谙温度是跑者非常在意的因素。不同城市、不同季节、不同训练强度下，跑者对于服装的需求并不相同。基于品牌创始人对跑步装备选择的理解，本案将“温度”作为产品分区的重要逻辑。
MACONDO understands that temperature is a critical concern for runners. Across different cities, seasons, and training intensities, runners have different needs for apparel. Based on the founder’s understanding of running-gear selection, the project uses “temperature” as a key logic for product zoning.
这使消费者在进入空间后，可以迅速根据自己的跑步环境找到合适装备。温区标识被设计为金属导视牌，与整体银灰色空间语言统一，既承担功能提示，也成为空间中的视觉细节。
This allows customers to quickly find suitable gear according to their own running environment after entering the store. Temperature-zone signs are designed as metal wayfinding plates, consistent with the overall silver-gray spatial language. They serve as functional prompts while also becoming visual details within the space.
在这里，温度不是隐藏在产品说明里的参数，而是被转译为空间动线和陈列逻辑的一部分。
Here, temperature is no longer a parameter hidden in product descriptions; it is translated into part of the spatial circulation and display logic.
06 Gear Display System 装备陈列系统
陈列系统延续了品牌“专业、科技、原创”的核心表达。金属、灯膜、发光背板、模块化展架和三角形展示装置共同构成冷静而高效的零售界面。
The display system continues the brand’s core expression of professionalism, technology, and originality. Metal, luminous membranes, illuminated back panels, modular racks, and triangular display devices together form a calm and efficient retail interface.
▲ 模块化陈列系统强化专业属性 The modular display system reinforces the professional character of the space.
07 The Warmth of Community 跑者社群墙
利用柱体积周边的边角空间，木质洞洞板区域为这个现代、科技感的空间注入了人的温度。
社群墙展示了荣誉店长、周例跑风采、赛事号码布、活动照片和跑者记忆。它没有采用过度精致的展陈方式，而是保留了更接近跑团公告栏的真实感。
Using the peripheral corner space around a structural column, the wooden pegboard area brings human warmth into this modern, technology-driven environment.
The community wall displays honorary store managers, weekly running moments, race bibs, event photos, and runners’ memories. Rather than adopting an overly polished exhibition approach, it preserves a sense of authenticity closer to a running-club noticeboard.
▲ 品牌跑步/社群文化展示 Brand running culture and community display
手写便签、照片、号码布共同构成一个更有生活气息的界面、展现 macondo 马孔多跑者俱乐部的一隅。
这也是“跑者乌托邦”重要的一部分：它不只是一个被设计出来的理想空间，而是由一群跑者共同留下痕迹的地方。
Handwritten notes, photographs, and race bibs together form a more lived-in interface, revealing a corner of the MACONDO Runners Club.
This is also an essential part of the “runner’s utopia”: it is not merely an ideal space designed from above, but a place where a community of runners leaves its own traces.
在 90㎡ 的空间里，入口如同城市界面，前台如同赛事信息中心，温区陈列如同装备补给站，社群墙如同跑团集合点，而北京“三峰”路线模型则像是从城市延伸出去的精神出口。
Within a 90-square-meter space, the entrance acts like an urban interface, the front desk like a race information center, the temperature-based display like a gear supply station, the community wall like a running-club meeting point, and the Beijing “Three Peaks” route model like a spiritual exit extending outward from the city.
08 A Mini Marathon Town in the Mall 商场里的迷你马拉松小镇
对 MACONDO 马孔多而言，“小镇”并不是一个随意的修辞。品牌名源自《百年孤独》中所有故事发生的马孔多小镇：它从无到有、从荒芜到被命名，天然带有拓荒、出发与未知的意味。对应到跑者身上，它像从第一次开跑前的畏惧，到跑起来之后的觉醒，也像品牌从线上社群走向真实空间的第一座据点。
For MACONDO, the idea of a “town” is not a casual metaphor. The brand name comes from the town of Macondo in One Hundred Years of Solitude, where all the stories unfold. From nothingness to naming, from wilderness to settlement, it naturally carries a sense of pioneering, departure, and the unknown. For runners, it recalls the shift from the hesitation before a first run to the awakening that follows once the body begins to move. For the brand, it marks the first physical stronghold as its online community enters real space.
项目信息
项目名称：MACONDO 马孔多全国首店
Project Name: MACONDO First Store
项目地点：北京朝阳大悦城 4F
Location: Joy City Chaoyang, Beijing, 4F
项目面积：90㎡
Area: 90㎡
开业时间：2026.04.11
Opening: 2026.04.11
设计团队：ISENSE DESIGN 北京吾觉空间设计
Design Team: ISENSE DESIGN
主案设计师：卜天静
Chief Designer: Sissi Bu
设计师：陈亮
Designer: Chen Liang
摄影师：DAMAO
Photographer: DAMAO
施工单位：鹏林装饰
Construction: Penglin Decoration
品牌方：MACONDO 马孔多
Client: MACONDO
图片版权 / 使用权：ISENSE DESIGN
Image Copyright / Usage Rights: ISENSE DESIGN
