Soonyu是一个设计师童装品牌，此次受邀进行新形象设计，重在突破现市面童装形象“原木“、“温润”的“麻木”感，破除儿童一定要很“儿童”的印象，以几种最基本的材料为基础，用不同的机械组合方式来呈现一个简洁、时尚、富有想象力的空间，在与品牌理念相融合的前提下更加清晰了Soonyu的定位。
Soonyu is a designed children‘s clothing brand. This time it invites Z.H.D.I to design the new shop. The focus is to break through the clichéd brand impression “eco” and “comfortable”， and change people’s mindset of children must be “children”. Some most basic materials， together with different mechanical installations are used to present a space of minimalism， fashion and imagination. The design echoes well with Soonyu’s brand concept meanwhile strengthens its brand positioning.
入口通过橙色玻璃隔断和灯膜的运用，增强了对人流的视觉冲击力，并且预留了后期不同主题的活动空间和艺术装置的区域。内部收银区、更衣室、仓库等功能区以最简洁的造型在最弱的销售区构造，通过黄色和白色的结合来增强空间活力。
Orange glass partition and light box are used at the entrance， which increase the visual impact to the passing flow， and provide the space for future themed activities and art installations. Functional areas including the cashier， dressing room and warehouse are spread out in a minimalist way in the relevant poor selling area. The color of yellow and white are used in parallel to increase the space vitality.
设计重点是货架结构的运用。靠墙的主货架希望呈现机械的秩序感，但又想整体是轻盈的，所以在立杆部分运用了透明的亚克力，与墙面的影子相似，视觉上挂杆是漂浮的。小展台也用了类似的原理，弱化了立柱部分。移动货架则是结合了Soonyu时尚运动的理念，把滑板解构、重组，实现了侧挂和平展的功能。
The design emphasizes the use of shelf structure. The main shelf against the wall aims to present a mechanical order， a feeling of lightness on the whole. Therefore， transparent acrylic is used for the vertical poles. The acrylic makes the vertical poles look missing， thus creating a visual effect of the upper horizontal pole floating in the air. Meanwhile the transparent vertical poles form an interesting interplay with the shadow of the horizontal pole projected on the wall. The small exhibition booth applies the same theory， which weakens the presence of the vertical poles. The moving shelf on the other hand reflects on Soonyu’s idea of fashion sports. It realizes the function of side hanging and flat display by deconstruction and reorganizing.
在综合形象的复制效率、成本等因素下，整体以货架的结构形式为突破口，用不同陈列形式的货架穿插形成节奏感，而一切形式的最终目的是为了满足服装的最佳展现节奏和整体想营造的品牌氛围。
Considering the fact of new-opening efficiency and the cost， etc.， the design of the space mainly relies on the shelf structure. The shelves， presented in different ways， fill out the space with a vivid rhythm. The ultimate purpose is to realize the perfect display of Soonyu’s clothing and reflect on its unique brand atmosphere.
项目信息——
项目名称：Soonyu童装零售店
设计单位：Z.H.D.I
设计内容：室内设计、道具设计
完成年份：2020.09
主创设计：周恒
项目摄影：周恒
道具定制：京玺道具
项目地址：浙江省杭州大厦
建筑面积：85平方米
主要材料：不锈钢、亚克力、木饰面
