Fei 薛菲 | pushBUTTON中国首店，成都

因「未完成」，而无终章

因「新鲜感」，而簇拥欣赏

No Final Chapter due to “Not Completed”

Continuously absorbed and appreciated due to “freshness”

时尚的魅力或在于此，在不同时期引领风潮，持续生长。而在其丰盈内容之下回归空间载体构设，与其成为一个有刻度的“容器”，不如尝试以「未完成」的状态，描绘一个超越时间维度，陪伴品牌成长与变化、鲜活而常新的存在。

pushBUTTON，以此为引，按下属于你的灵感键。

项目位于成都锦江区晶融汇商业综合体，比邻太古里，享受区位自带的大量人流的同时，与各大优质品牌比肩而立。如何区别于品牌过往集合店的呈现形式，完成pushBUTTON中国首店的亮相，并通过空间连接消费者，实现品牌的切实感知与了解，成为本次设计试图挑战与完成的命题。

This project is located in the Atrium Business Complex in Jinjiang District, Chengdu, next to TaiKooLi, the living urban heart of a city with a population of over 20 million people. pushButton is a Korean clothing brand that looks to open its first store in China. How to differentiate the store from others in this massive shopping complex, and connect customers through the design, helping them to gain better understanding of the brand have become major challenges of this project.

Part1 重现街头 Back to the street

白色方块小砖依次铺就，完成空间外立面整体填充与构筑，跳脱于时装店固有的高冷印象，贴合品牌元素，整洁素雅，简约耐看。

White square small bricks are laid in turn to complete the overall filling and construction of space exterior elevation, which is free from the inherent cold impression of fashion stores and conforms to the inherent elements of the brand, neat and elegant, simple and durable.

大幅玻璃搭配白色框线伫立其间，以此实现最大面积的内外互通。在外立面的衬托下，空间化作橱窗，各色服装陈列其中，使得作品成为空间的天然昭示。

Large glass and white frame lines stood between them to maximize the internal and external communication. Against the outer wall, the space turned into windows, and all kinds of clothes were displayed, making the work a natural indication of the space.

同时，外摆区亦搭配3块同元素立方体，高低起伏，散落有致，行人可就此休憩小坐。就像首尔新村的街头小店一般，以随性开放之态，吸引往来时髦精们的驻足停留。

Pedestrians could have a rest here. Just like a street shop in Seoul’s new village, attracting fashionable people to stop by.

Part2 “画界初成” Start Charting

pushBUTTON，自创立以来一直以其鲜明独特、有趣搞怪的视觉语境予以呈现。回归设计视?，如何在延续品牌特性的同时，跨越时空的限制，完成兼具实用功能与质感调性的中国首店打造?

PuhBUTTON, since its inception, has been presented in its distinct, unique, interesting and bizarre visual context. How to design the brand’s first store in China with both artistic quality and practical functions, while at the same time being coherent with the brand’s characteristics?

“成为记录者，而不是表达者。”

在此成为解题思路。

视线沿拼花地板一路向前，白色岩板材质如伸展台般贯连首尾，似秀场，亦如展场。de Sede DS-1025 梯田沙发置于中点，柔软细腻，自由随性。

The line of sight goes all the way along the parquet floor, with white rock beam stretching from end to end like a fashion show or an art gallery. The de Sede DS-1025 sofa is placed in the middle point, giving a feeling of softness, comfort, and relaxation.

斑驳做旧墙体于两侧伫立，黑白网格似小小键帽，横向有序排列，3M法纱膜搭配亚克力板覆于其上，三面围聚，如纯白画布环绕周身。服饰好似提笔挥洒的灵动色彩，打破次元，画界初成。

The mottled old walls stand on both sides, with black and white grids like computer keycaps arranged horizontally and orderly. The 3M gauze film is covered with acrylic panels and surrounded on three sides, such as a pure white canvas. Clothing is like a pencil swinging flexible colors, breaking the dimension, the beauty has just taken shape.

▲ 斑驳墙面

Part3 “幻诞不经” Break the mould

空间内部一改街头氛围，仿若脱胎于漫画的小小宫殿般，井然有序之余，亦在细节之处一反常规，融入品牌独有的趣味属性。

The interior of the space changes the street atmosphere, just like a small palace from the cartoons, which is orderly and unconventional in details and incorporates brand-specific interesting attributes.

整个展区多采用轻盈、透气感的元素，如亚克力、3M法纱膜，模拟石材材质，打破岩板自带的冷感。同时，又因光照的加入使得整体趋于柔和，凸显服饰主体，提升空间调性。

The whole exhibition area mostly adopts light and breathable elements, such as acrylic and 3M yarn film, which simulates the material of stone and breaks the cold feeling of rock plates. At the same time, the addition of light highlights the main body of clothing and improving the spatial tonality.

对于服饰店而言，展示与穿搭环节尤为重要。基于此，位于两侧的展架与大幅全身立面镜的设置、随处可见的小圆镜的出现，在满足功能需求的同时，为进入者提供自拍与品牌传递的触点，赋予更多趣味化交互体验。

For a clothing store, the display and match are particularly important. As a result, the exhibition shelves on both sides and the small round mirrors that could be seen everywhere were set up. While meeting the functional needs, this design element may also attract customers taking selfies for social media, providing them with more interesting shopping experience.

▲ 小圆镜

几何元素的高频使用、点线面交织其中，亦在无形中契合pushBUTTON 自带的漫画感，于细节处贴合怪而有趣的品牌基因。

The high-frequency use of geometric elements, intertwined points, lines and surfaces, also fit the cartoon sense of pushBUTTON in intangible, and the strange and interesting brand genes in details.

▲ 细部

结语

昼夜更替，空间由内向外散发着暖色光晕，一如黑白漫画经由时间推移，逐渐驳落，透出色泽般，引人入胜，点亮寻常生活。

Day and night changed, and the space was emitting a warm halo from the inside to the outside, just like the black and white comics gradually fell through time and revealed its color. It was fascinating and lit up ordinary life.