璧川设计 | lululemon上海新天地旗舰店

1. 历史建筑与品牌风格“共生”

1. historical architecture to live with retail brand

lululemon 上海旗舰店选址于新天地南里，作为城市标志性地标，新天地的石库门建筑群外立面保留了当年的砖墙、屋瓦，反应了上个世纪二、三十年代独特的城市历史风貌。每座建筑用作商业零售的室内却风格迥异，这种“怀旧氛围”与“现代生活方式”的共生，巧妙形成了lululemon上海新天地旗舰店最为特别的场域文化、肌理。

lululemon Shanghai Flagship Store is situated in the south of Xintiandi, one of the landmarks of Shanghai, an area that features the old Shikumen typology residence from 1920s and 1930s. Brick walls and roof tiles of the exterior has been retained, while the interior of each building used for commercial retail varies in styles, forming the symbiosis of “nostalgic atmosphere” under the fabric of urban lifestyle. These complement lululemon Xintiandi Flagship Store in a site with unique cultural heritage and historical texture in Shanghai.

lululemon品牌理念中蕴含着对“社区、热量、真实、运动哲学”的尊重和探索，继承品牌核心的价值理念，项目参与到了一个更独特的地理、文化环境中。璧川设计保留了建筑传统、独特的外立面及建筑构造，从设计最初便设想打造一个与周边环境“融合、共生”的空间。

The brand concept of lululemon embodies respect and exploration for “community, heat, authenticity, and sports philosophy”. The project has participated in a more unique geographical and cultural environment by inheriting the core values of the brand. Initially, we aspired to create a space that merged and co-existed with the surrounding environment, so naturally the fa?ade and the structure were left untouched, while the typical Shikumen typology were taken as the inspiration for new insertions.

结合了上海近代建筑的标志性石库门元素，我们以“故园-南里”为概念，构建全新的三层零售与独立运动空间，为来访者在探索品牌旗舰店中感受来自日常生活中的惊喜和无限可能，同时激发大众对“故园”的怀旧之情与“城市新生”的反思感受。

Beatrix Design takes the idea of “home garden” as a guiding concept to not only elicit a newly three-story retail and sports space as well as weaving a narrative journal for one’s exploration, but to also stimulate people’s dwellings on the ambivalence of nostalgia with “urban renewal”.

2. 新颖独特的空间体验

2. an experiential journey

璧川设计为lululemon上海旗舰店设计了开放式、醒目红色门梁入口，营造开放、热情向上能量氛围，欢迎运动爱好者的到来。来到店铺内，视野所及便是贯穿门店整体空间内的天然木材和白色水磨石，巧妙地划分出不同区域的同时，也自然而然彰显了空间结构，营造出功能变化分明的空间体验。

Sports enthusiasts are greeted by an open and eye-catching entrance made in red beams generating energetic atmosphere that provokes further curiosity in the viewer. The first hints of the interior are suggested to the visitors by the natural wood panels and terrazzo, applied throughout space. These intersecting material palates collide with the existing structure, simultaneously dividing up each sectional area and weaving a distinct journey with functions stated clearly.

璧川设计在细节处精心设置了许多富有巧思的设计。在整体布局上，一层为男装与lululemon当季特别系列，顾客在浏览产品的同时，也可以看到空间营造所定制的“lululemon大使墙”，在展现每一位品牌门店大使的风采之外，给顾客传递了他们以及品牌所倡导的积极健康的生活方式，在石库门建筑中别有一番碰撞的独特体验。

First floor features men’s wear and seasonal special series. Upon browsing the products, customers are welcomed an expansive space with a bespoke “lululemon Ambassador Wall”, conveying the positive and healthy lifestyle advocated by the brand in addition to honor every ambassador. A unique and simple dialogue with the Shikumen architecture has been created with diverse details in the beginning of the journey.

标志性的“THE SWEAT LIFE”灯光艺术装置设计灵感亦源于上海石库门建筑，作为上海缩影，它如同一面映射着当地生活百态与岁月变迁的明镜，拉近了彼此的距离，建立空间与使用者更深的情感联结。

The design inspirations for the iconic “THE SWEAT LIFE” lighting installation is also derived from Shanghai’s Shikumen architecture as an epitome of Shanghai. Amidst the architectural relics of Xintiandi, where the city’s collective memory and divergent life resides. By virtue of the installation, we would like to narrow the distance between each other and establishing a deeper emotional connection between space and users.

在通往二层的楼梯转角处，巨幅的lululemon品牌宣言灯光墙吸睛度十足，精心策划的空间层次配以柔和的灯光照明增强了空间仪式感。

A huge lighting wall demonstrated lululemon’s brand slogan were placed at the corner of the staircase to upper floor, presenting the store with gentle lights and a sense of carefully planned layering.

二层为女装展陈空间，收银处悬挂的由艺术家定制设计的版画，与楼梯处的灯光墙设置相呼应，版画中的宣言特别翻译成沪语呈现给顾客，体现城市情怀的亲切和氛围感油然而生。

The second floor is curated as women’s clothing space, where a bespoke painting designed by artists is suspended at the cash register, speaking to the lighting wall settled at the staircase. The declaration in the painting is specially translated into Shanghainese, enshrouded patrons in a sensory space with warm attachments.

向空间顶层探索，来访者来到位于三层的独立运动空间，这里作为品牌上海的社区运动空间，回归简洁、舒适的空间布局，大面积的木材和水磨石穿插，为空间赋予明快和不一样的材质拼接感，幽静自然感的空间欢迎每一位运动爱好者的到访，解锁多种神秘能量补给课程。

Exploring deeper into the third floor, visitors arrive at the independent sports space as a lululemon’s community sports center in Shanghai. Returning to a simple and cozy format, this intimate space was furnished with interspersed timber and terrazzo, endowing the space with different combinations and tactile feelings. The quiet and natural space welcomes every sports enthusiast to have various mysterious energy supply courses.

3. 满足需求的陈列设计逻辑

3. display design logic based on demands

在思考陈列设计与使用逻辑上，设计师从具有品牌代表性的男女装裤装墙出发，根据丰富多彩的颜色与运动属性分门别类地整齐排放不同产品，给予顾客直观的视觉冲击与清晰的选购指引。使整个空间实现简洁、清晰的秩序感。门店内集结了从瑜伽、训练、跑步到日常通勤出行装备，以及特别合作的限定系列，齐全的种类满足顾客在不同场景中的搭配需求。

For the arrangement of display and its organizing logic, designers start from the lululemon’s representative pants wall, products with rich colors and sports attributes are categorized, providing patrons with visual impact and purchasing guidance, offering a concise and clear sense of order throughout the entire space. The flagship store is equipped with products spanning from yoga, training, running to daily commuting, as well as limited editions, with a complete range catering for customers’ fits-matching in different scenarios.