MEEM HOUSE | 安吉利（西安王府井）二奢零售终端

2023年6月30日，MEEM HOUSE设计的安吉利二奢零售终端：一个内核为美术馆的“橙子”，融合了艺术策展与商业零售的新物种，在西安王府井正式对外开放。

On June 30, 2023, ANJLE Vintage Luxury Store designed by MEEM HOUSE was officially opened at Wangfujing, Xi’an. It is named “A Gallery Orange” with an inner core of a contemporary art gallery, introducing a new trend that integrates art curation and commercial retail.

▲项目概览 Project Overview

MEEM HOUSE

MEEM HOUSE起源于上海陕西南路25弄的里弄小楼，由TOPOS DESIGN与MEEM DESIGN联合设计建造，并由MEEM DESIGN创始人秀子运营的一间微型美术馆。这间微型美术馆承载了我们对疫情前魔都闹市的黄金记忆，也是我们生涩的策展生涯启蒙。

MEEM HOUSE originated from a li-nong townhouse located at No. 25 South Shaanxi Road in Shanghai. It was renovated by TOPOS DESIGN and MEEM DESIGN, and operated by the founder of MEEM DESIGN, Xiuzi, as a private art gallery. This art gallery kept our golden memories of the vibrant pre-pandemic downtown life in Shanghai and was the start-up of our inexperienced curatorial practice.

▲MEEM HOUSE

在默契合作多年之后，建筑与空间设计团队TOPOS DESIGN和视觉与平面设计团队MEEM DESIGN正式合并，成立了赞新的MEEM HOUSE。MEEM HOUSE崇拜想象力，信奉执行力。我们的团队成员来自不同专业的设计领域，包括建筑设计、景观设计、室内设计、视觉传达和新媒体艺术等，并坚持与其他设计机构、实验室及院校保持紧密的跨界合作。

After years of cross-boundary collaboration, the architecture and interior design team, TOPOS DESIGN, and the visual and graphic design team, MEEM DESIGN, officially merged to establish the new MEEM HOUSE. Our team members come from various design professions, including architectural design, landscape design, interior design, visual communication, and new media art. We also maintain close interdisciplinary collaborations with other design agencies, laboratories, and academic institutions.

我们满怀期待能再次设计一间美术馆，2023年的夏天，秀子的老同学，来自西安的Mr. & Mrs. Leon递出了橄榄枝。

In this summer, Mr. & Mrs. Leon, old friends of Xiuzi from Xi’an, offering an olive branch, which will be a great opportunity for MEEM HOUSE to design another art gallery.

主理人的野心

Mr. & Mrs. Leon

这是一个商业艺术化，艺术商业化的时代。

The boundary between art and commerce is blurring in recent decades.

作为ANJLE安吉利的西北五省总代，Mr. & Mrs. Leon是一对有故事的主理人，出身艺术世家，留学欧洲接受西方艺术教育，归国后在西安经营一家业界享有盛誉的画廊，藏品包罗传统与当代。ANJLE是一家集奢侈品鉴定、销售、回收、护理等服务为一体的品牌，在中国二手奢侈品行业中是龙头级别的存在。主理人Mr. & Mrs. Leon代表个性，品牌方ANJLE代表专业。传统的二奢零售实体空间以满铺SKU，复刻拼贴主流奢侈品设计风格为不二法则。由于直播导购模式的兴起，以及奢侈品日渐大众化的消费趋势，Mr. & Mrs. Leon迫切希望拥有一个非标的二奢零售终端，来打破固有的常识，在行业优胜劣汰中主动求变。

As the regional representatives of ANJLE, Mr. & Mrs. Leon is a pair of brand founders with a fascinating story. Coming from a family of artists, they pursued fine art education in Europe before returning to China. In Xi’an, they manage a prestigious gallery that showcases a diverse collection of traditional and contemporary artworks. ANJLE is a leading brand in the second-hand luxury goods industry in China, offering services such as appraisal, sales, repurchase, and maintenance. Mr. & Mrs. Leon represent individuality, while the ANJLE brand represents professionalism. The regular design principle of vintage luxury store is to fill every inch with products, replicating the mainstream luxury brands ‘decoration style. However, with the booming of live-stream shopping and the increasing democratization of luxury consumption, Mr. & Mrs. Leon eagerly aspire to create a non-conventional luxury retail terminal that breaks away from established norms, actively seeking innovation in the industry’s competitive landscape.

王府井商场位于西安市碑林区，北临永宁门，对面即是SKP商场，是西安市中心的核心商圈。相比马路对面的“一步一万”的SKP，2014年开业的王府井是一个传统的百货商店，品牌老化，动线呆板，很多商铺甚至处于退租边缘。和中国其他城市的存量商场一样，占据城市最核心地段的老牌商业体渴望自带新内容，新事件和新流量的品牌入驻，重新激活岌岌可危的旧商场。

Located in the heart of Xi’an’s central business district, the Wangfujing Mall stands in the Beilin District, adjacent to Yongning Gate. Comparing to the lavish SKP Mall on the other side of the street, Wangfujing, which opened ten years ago, is a traditional department-store with aging brands. Many stores are even on the brink of closure. Like other aged shopping malls in China, these long-standing commercial complexes in prime locations crave fresh content, events, and brands that can overcome their existential crisis.

▲总平面图 Master Plan

MEEM HOUSE设计的一个内核为美术馆的橙子，将承载主理人的野心，以策展式零售的形态，成为西安王府井的崭新物种。

The core concept of “A Gallery Orange” is the proper answer to the ambition of Mr. & Mrs. Leon. It leads a new trend with the blending art and commerce, providing a fresh and innovative experience.

▲策展 Exhibition

一个美术馆橙子

A Gallery Orange

形式消解和造价控制成为了设计的两大难题，建造方式的优化成为破题所在。

The challenges of form-finding and cost-control became the two major issues in the design process, and optimizing the construction became the key to solving them.

基地选址位于王府井商场二层的主中庭区域，20米见方，400平方米的巨大场地四周没有任何一堵隔墙，按照传统的分铺模式，可以容纳有5个20平方米的边铺和3个100平方米的独立品牌。由于该租赁场地为商场的开放中岛区，物业要求不能改变现状天花和消防布局，我们利用铺地配重的自支撑结构搭建了一个轻盈的钢构框架。严格按照1米网格模数控制的钢构，不仅仅是结构构件，也是空间形式，又是照明系统。一个动作，完成了基本空间的建造。

The site is located on the second floor of the Wangfujing Mall, measuring 20-meter square with a vast area of 400 square meters, with no partition walls. Following the previous plan layout, it can accommodate 5 small side-stores of 20㎡ each and 3 big stores of 100㎡ each. With no touch to the ceiling, we utilized a light steel structure with hidden weights under the floor as a self-supporting framework. The steel structure, strictly controlled by a 1-meter grid module, not only serves as the structural elements but also defines the spatial form and lighting system. With one subtle action, the shape of the form is constructed.

▲钢构框架 Grid Steel Structure

▲照明系统 Lighting System

▲空间概览 Project Overview

场地被宽度4米的商场主通道一分为二，分别为狭长的左侧和方正的右侧。左侧紧挨商场中庭，天花藏有连续的消防卷帘，形成一个长度20米，可用宽度仅为2.2米的狭长布局。这是美术馆的辅助功能空间，我们把收银区、腕表维修、回收鉴定和储藏间，根据动线要求并置于此。右侧是一个20米见方的大空间，我们围绕坡屋顶美术馆为空间核心，分别将主入口打卡区、试衣间、潮玩区及四个主品牌展厅形成经典的风车型布局。

The site is divided into a narrow left side and a square right side by a 4-meter-wide main passageway. The left side is adjacent to the mall atrium and features a narrow layout of 20 meters in length and a usable width of only 2.2 meters. This space serves as the auxiliary functional area of the gallery, where we placed the cashier area, watch repair, appraisal and storage room, following the requirements of circulation flow. To organize the large space of 20-meter square on the right side, we created a windmill-shaped plan layout encircling with the center of the sloping-roof gallery, incorporating the main entrance, fitting rooms, a art-toy showroom, and four single-brand exclusive showrooms.

▲轴测图 Axonometric Drawing

▲辅助空间 Functional Space

▲入口空间 Space Entrance

▲主体空间 Central Space

位于中央的坡屋顶美术馆的橙色体块自由生长，犹如橙子被一瓣一瓣剥开。

The sloping-roof gallery in the shape of an orange block grows from the center to the edges, shaping like a fresh orange is being peeled into segments.

▲坡屋顶美术馆 Sloping-roof Gallery

长短不一的橙色体块置入不同的空间体验，分别为主入口打卡区、次入口通道、装置橱窗、潮玩手办区。有别于传统二奢零售空间入口及产品的固有思维，主入口没有陈列一件SKU，反而是具有新媒体元素的动态空间，正中的承重柱悬浮LED跑马灯，RGB呼吸感的炫彩灯膜矩阵，打造具有独特品牌记忆点的打卡区。

The blocks painting in orange with different sizes bring various spatial experiences, including the main entrance area, secondary entrance and exits, display windows, and theme showrooms. Unlike the conventional way of luxury retail spaces focusing on product display, the main entrance doesn’t show any SKUs but instead features a dynamic space with new media art. The central column suspends an LED marquee, and a matrix of RGB breathing lights is employed to create a distinctive pop-up area with a unique brand memory.

▲主入口 Main Entrance

▲打卡区 Pop-up Area

坡屋顶美术馆是一个多功能的复合空间，这里可以有画展、雅集和沙龙，更是空间流线的奥妙所在：悬挂在橙子四个角的品牌展厅，通过精心布置的门洞，一条暗藏的环状动线将四个各不相邻的品牌展厅串联起来。四个品牌展厅不再使用醒目的橙色，不锈钢原色及超白玻璃的使用，为不同品牌和产品定制的陈列道具，让800件SKU以更加优雅和从容的方式出现在400平方米的空间中。

The sloping-roof gallery is a multi-functional space that can host art exhibitions, parties, lectures and salons. We create an invisible circulation： single-brand exclusive showrooms are suspended at the four corners of the gallery, and through carefully arranged doorways, a hidden circular circulation path connects the four separate showrooms. The four single-brand exclusive showrooms are not covered by the prominent orange color; instead, they incorporate stainless steel and ultra-clear glass to create customized display props for different brands and products, allowing 800 SKUs to show up in a more elegant presentation.

▲品牌展厅 Exclusive Showroom

艺术品的高密陈列，潮玩手办的角色扮演，标识导视的不经意指引，中古箱包的淘宝体验，这就是一个不小心设计成了美术馆的二奢零售终端。

It is the mixture of contemporary art, new media art, modern design and vintage luxury in a gallery orange.

▲潮玩区 Trendy Toy Space

▲空间标识 Space Signage

人人都是艺术家

Everyone is an artist

约瑟夫·博伊斯所说的“人人都是艺术家”并不是说每个人“已经”是艺术家，而是说每个人都“可能”是，也“应该”是艺术家。

Joseph Beuys once said, “Everyone is an artist,” not implying that everyone is already an artist, but rather that everyone has the potential and should be an artist.

2015年，我们的第一个实践项目是汉中路地铁站“地下魔法森林”公共艺术装置，与明日大师艺术平台的跨界合作开拓了我们的设计边界。当我们通过恰当的科学技术与跨界设计，把新媒体艺术从高高在上的美术馆带到了人们日常出行的地铁公共空间。日常的生活，因此而美丽动人，这正是设计的价值所在。

In 2015, our first practical project was the “Underground Magic Forest” public art installation at the Hanzhong Road subway station in Shanghai. This crossover collaboration with the ToMASTER Art Platform expanded our design boundaries. As we brought new media art from the art galleries to the public space of the subway, it brightened the daily life for all. It is truly the core value of design.

如果美术馆着火，先救猫，还是先救画？这是当年奇葩说关于阳春白雪的顶级辩论。“远方的哭声”并不遥远，艺术就在身边和附近。每个人都可以是艺术家，每家店都可以是美术馆。

Everyone could be an artist; every store could be an art gallery.