先锋的和谐主义
怀有热爱的锋芒
以和谐的姿态与世界相处
——AVVENN
Pioneer Harmonism
With a passionate edge,
Engaging the world in harmony.
——AVVENN
在城市宏大的叙述框架中，个体的表达时常隐匿着细腻的情感。上海，除了名胜建筑与繁华街区，更有着不断更新的新潮和活力，持续丰富着城市的文化底蕴和内在肌理。
Within the grand narrative framework of the city, the individual expression often conceals delicate emotions. Shanghai, beyond its famous buildings and bustling districts, possesses an ever-evolving trendiness and vitality, continuously enriching the city’s cultural depth and internal texture.
AVVENN，多元设计师品牌，2021年创立于上海。擅长将艺术美感与先锋意识结合投射在服装设计中，以去繁就简的方式传递着自洽而舒适的状态。
全新线下门店回归于上海，空间作为品牌叙述的载体，TIME TO GATHER 以服饰的雏形 —— 纸样为概念，从外观、内里和细节，多维度诠释着【先锋的和谐主义】的品牌精神。
AVVENN, a diverse designer brand, was established in Shanghai in 2021. Skilled in merging artistic aesthetics with avant-garde consciousness in clothing design, it conveys a self-consistent and comfortable state through a simplification approach.
The brand’s new physical store returns to Shanghai, where the space serves as a medium for brand narration. TIME TO GATHER, conceptualized around the prototype of clothing — the pattern paper, interprets the brand spirit of “Pioneer Harmonism” from multiple dimensions, including appearance, interior, and details.
01
形态
先锋的和谐
Form
Pioneer Harmonism
由外观之，建筑打破常规形态，以L形重新组合定义。左右两个入口视觉对称，以宣言般挑明品牌在“先锋的和谐主义”的矛盾与共生、锋利与松弛。
From the perspective of appearance, the architecture breaks away from conventional forms, redefining itself with an L-shape. The visually symmetrical entrances on either side boldly proclaim the brand’s stance on the contradictions and coexistence, as well as the sharpness and relaxation, inherent in “Pioneer Harmonism”.
“先锋”意味着差异与独特，天然石材作为内嵌结构的主材，构成了空间立面的唯一性。金属块面从室外穿插至室内，在视觉上进一步增强过道的体量，对人流有一定的导向，同时形成进入空间的仪式感。石材、金属板经手工做旧的处理，弱化表面的硬朗，唤醒空间的自然温度与故事感，让品牌表达的“和谐”也有迹可循。
“Pioneer” signifies difference and uniqueness. Natural stone, serving as the primary material for the embedded structure, establishes the uniqueness of the spatial facade. Metal blocks interweave from the exterior to the interior, visually enhancing the volume of the passageway, directing foot traffic, and simultaneously creating a sense of ceremony upon entering the space. The stone and metal plates, aged by hand, soften the surface’s rigidity, awakening the space’s natural warmth and sense of story, allowing the “harmony” expressed by the brand to be traceable.
惯有的商业设计思维，是将每一寸空间占满。而先锋之所以为“先”，在于敢勇当先，反行其道。门口退让一定的物理空间，给予情绪缓冲过渡。浅灰色水磨石，从室外至室内一脉相承，引导来访者进入不同的情境。
Conventional commercial design thinking is to occupy every inch of space. However, what makes a pioneer “pioneering” is the courage to lead and go against the norm. By conceding a certain physical space at the entrance, it allows for an emotional buffer and transition. The light grey terrazzo, continuing from the outside to the inside, guides visitors into different settings.
随着步伐的移动，阶梯上金属凳的边缘内折，是对“纸样”轻薄质感的转译；
入口的弧形石材门框，是对“裁剪”运动轨迹的提取；门把精细穿插的结构，是对“缝纫机”穿针引线的表达。细微之处，关于品牌精神的具象探索，正逐一展开。
As one moves, the inward folding edges of the metal stools on the stairs translate the lightweight texture of “pattern paper”; the curved stone doorframe at the entrance extracts the movement trajectory of “cutting”; the intricately interwoven structure of the door handle expresses the action of “threading” through a sewing machine. In these subtle details, a concrete exploration of the brand spirit unfolds.
02
概念
创意的尺度
Concept
The Scale of Creativity
“纸样”的概念源自服装设计的雏形，象征着无限的创意与精准的尺度。迈入室内，犹如置身于一张未完成的服装设计图纸之中。线条、形态、质感和色彩，都在表达设计的创意构想。
The concept of “pattern paper” originates from the prototype of clothing design, symbolizing unlimited creativity and precise measurement. Stepping inside is like being in an unfinished clothing design drawing. Lines, forms, textures, and colors all express the creative ideas of the design.
延续外立面的结构造型，室内呈对称布局。拱形的顶面以片状结构有序排列，轻薄的量感让人联想到纸样的自由裁剪、轻盈肆意。四周10mm宽的凹槽与金属结构，模拟了制衣过程中的固定钉连接卡扣，流畅的线条宛若匠人绘制时的精准把控。灯光从缝隙透露，形态强化，凸显“纸样”之概念。
Continuing the structural design of the facade, the interior is symmetrically arranged. The arch-shaped ceiling, with its orderly arrangement of slab structures, evokes the freedom of cutting and the lightness of pattern paper. The 10mm wide grooves surrounding the metal structure simulate the fixed pin connections and clasps found in garment-making, with smooth lines reminiscent of a craftsman’s precise control during drawing. Light seeping through the gaps emphasizes the form, highlighting the concept of “pattern paper.”
肌理是空间的情绪。大面积的白，挣脱规则的束缚，赋予了更多自由的想象。手工雕琢的虫洞石墙面如大自然的笔触，看似随意，却在靠近时轻而易举地牵动着细微情愫。每一件服饰有如独立的艺术品，给予来访者足够的空间观赏。
Texture is the emotion of a space. A vast expanse of white liberates from regular constraints, offering more freedom for imagination. Hand-carved wormhole stone walls, like strokes of nature, seem random but effortlessly evoke subtle emotions upon closer inspection. Each piece of clothing, like an independent artwork, provides visitors ample space for appreciation.
做旧的不锈钢、自然斑驳的艺术涂料、局部卡入的米黄色石材，不同材质的差异化表达构成了空间的细节之诗；粗犷与细腻并存，带来了更多的微妙感知。而地面嵌入的金属文字与线条，再次回应品牌的质感属性。
Aged stainless steel, naturally mottled artistic paint, and sections of beige stone introduce a poetry of details through the contrast of different materials; ruggedness and delicacy coexist, bringing a nuanced perception. The metal text and lines embedded in the floor once again respond to the brand’s textural attributes.
03
演绎
自由的表达
Interpretation
Freedom of Expression
从“纸样”到服装展示，是设计的脉络，也隐喻了空间的多样化与可能性。
From “pattern paper” to clothing display, the design narrative also metaphorically represents the diversity and potential of the space.
中场区域，以缝纫机的穿插交织为设计灵感，引入两两一组的悬挂系统，满足于 1200mm – 2400mm区间内不同高度的调节，适配品牌不同季时装展示的需求The central area, inspired by the intertwining of sewing machines, introduces a hanging system arranged in pairs, accommodating adjustments within a height range of 1200mm to 2400mm, to suit the display needs of the brand’s seasonal collections.
AVVENN在品牌建立之初，便意图构建无龄化、无国界多元文化交融的生活方式社区。当悬挂系统调控至高点，可完全隐藏，空间化身为多功能社交场域。在这里，释放品牌的奇思妙想，邂逅同频有趣的灵魂。
From its inception, AVVENN aimed to build an ageless, borderless community that blends diverse cultures into a lifestyle. When the hanging system is adjusted to its highest point, it can be completely concealed, transforming the space into a multifunctional social arena. Here, the brand’s creative ideas are unleashed, facilitating encounters with like-minded, interesting souls.
设计对品牌的解读，不限于外在的展露，更蕴含在所有小而美的细节里。
依附墙边的挂衣系统，穿插、连接、交叠是对制衣过程中穿针引线瞬间的艺术化再现，仿佛见证了一块布料到一件服装的蜕变。
The design’s interpretation of the brand extends beyond its outward display to lie within all the small, beautiful details. The wall-mounted clothing system, with its interweaving, connecting, and overlapping, artistically reenacts the moment of threading a needle in the garment-making process, as if witnessing the transformation from a piece of fabric to a piece of clothing.
试衣镜通过挂钩的形式与衣杆巧妙连接，不仅可随意移动到不同位置，还能围绕悬挂点进行不同角度的调整，全方位展示服装在不同视角下的美。350mm高度的弧形陈列台，恰到好处地为品牌的鞋帽等配饰预留了展示区域。单体的展架，则根据品牌日常需求进行灵活放置，丰富了不同场景下的陈列需求。
The fitting mirrors, cleverly connected to the clothes rod via hooks, can be easily moved to different positions and adjusted at various angles around the hanging point, offering a comprehensive display of the clothing’s beauty from different perspectives. The 350mm high curved display stand perfectly reserves a display area for the brand’s shoes, hats, and other accessories. Individual display racks are flexibly placed according to the brand’s daily needs, enriching the display requirements in different scenarios.
AVVENN是以女性为主导的品牌。原本的方形柱子以金属板包裹成圆柱，空间愈加柔和。女性之美，不止于柔，更在于表象之下的内在力量。以三角形的形态进行的穿插固定，线条干净利落，更寓意着现代先锋女性的强大内核，呈现出整体的刚柔并济。
AVVENN is a female-led brand. The original square pillars are wrapped in metal sheets to form cylinders, softening the space. The beauty of femininity lies not only in softness but also in the inner strength beneath the surface. The interlocking fixation in a triangular form, with clean and sharp lines, symbolizes the strong core of modern pioneering women, presenting a balance of strength and softness throughout.
04
松弛
自在的心境
Relaxation
A State of Ease
随着路径前移，或是探索、或是收获——后场褪去了武装，享受松弛自在的当下。墙上的不规则画布，是对“纸样”的再度呼应，缀以灵动的金属线条，恰似品牌对服装搭配的别致有趣。原创设计的沙发与边几，以柔软圆润的组合呈现，给休闲区带来更多舒适自如的氛围。
As one advances along the path, whether exploring or reaping— the back area sheds its armor, embracing a relaxed and comfortable present. The irregular canvases on the wall echo the concept of “pattern paper” once more, adorned with lively metal lines, akin to the brand’s unique and interesting take on clothing combinations. The original design sofas and side tables, with their soft and rounded combinations, bring a more comfortable and relaxed atmosphere to the lounge area.
收银台由延续着外立面边框的色彩，由天然石材围合而成，正面朝向前场陈列区域，方便来访者识别及销售引导。侧面则分割一块区域用于挂衣，更充分地进行空间利用。
The cash desk, continuing the color scheme of the facade’s frame and enclosed by natural stone, faces the front display area for easy identification and sales guidance for visitors. The side carves out a space for hanging clothes, making fuller use of the space.
试衣间作为店铺最隐秘场所，是最能表达细节的设计区域。挂衣钩由制衣过程中的“固定钉”演变而来；石材作为空间表皮，展示着自然纹理与温暖色彩，营造着更松弛的氛围。而考虑到石材的凹凸质感可能对来访者、衣服有所剐蹭，对其表面进行了精心打磨，既保留了其质地的天然美感，又彰显了品牌对消费体验的极致追求。
The fitting room, as the most private area of the store, is where detail-oriented design shines brightest. The clothing hooks are evolved from the “fixing pins” used in garment making; the stone, serving as the space’s surface, displays natural textures and warm colors, creating a more relaxed atmosphere. Considering the potential for the stone’s rough texture to scratch visitors or clothing, its surface has been carefully polished. This not only retains the natural beauty of the material but also highlights the brand’s ultimate pursuit of an exceptional consumer experience.
当试衣间门紧闭时，呈现出平面化状态，犹如未经裁剪的纸样一般。以中间的轴线为界，门如同被巧妙地从中线裁剪开，从平面化转变为立体状态。开合之间，也暗含着消费体验的先后变化。
As the door to the fitting room closes, it assumes a flattened appearance, reminiscent of an uncut piece of pattern paper. Defined by a central axis, the door appears as if it has been ingeniously split along this median, shifting from a two-dimensional facade to a tangible, three-dimensional form. This interplay of opening and closing not only physically transforms the space but also metaphorically represents the evolution of the consumer experience.
多彩的灯光模式，为品牌运营提供了不同的情境氛围，满足其不定期举办的展览、艺术沙龙、交流会及直播等多样化活动需求。细致的表达、多元的文化、简洁的呈现无不体现设计与生活的仪式感，更展现了品牌的深厚底蕴与匠人的精湛技艺。
The colorful lighting modes provide diverse atmospheric settings for brand operations, fully satisfying the needs of various activities such as irregular exhibitions, art salons, exchanges, and live streaming. The meticulous expression, diverse culture, and concise presentation all embody the sense of ceremony in design and life, further demonstrating the profound heritage of the brand and the exquisite craftsmanship of its craftsmen.
END
AVVENN所秉持的“先锋的和谐主义”，是植根于品牌的核心。正如服饰之于个体，不仅是衣取蔽寒的工具，更是内在情感与追求的直观表达。品牌空间的具象呈现，在达成现代审美的同时，更需要超越单一的空间界限，构建出一个充满创意与想象的精神世界，消费者才更有机会触及到品牌的温度与内核。
The “Pioneer Harmonism” upheld by AVVENN is rooted in the core of the brand. Just as clothing serves the individual—not only as a means to keep warm but also as a direct expression of inner emotions and pursuits—the tangible presentation of the brand space, while achieving modern aesthetics, must transcend the boundaries of a singular space. It should construct a spiritual world filled with creativity and imagination, offering consumers a greater opportunity to connect with the warmth and essence of the brand.
项目信息——
项目名称：AVVENN
项目面积：126㎡
设计时间：2023年9月
完工时间：2024年1月
设计公司：TIME TO GATHER
主创设计：薛菲
设计团队：陈梦欣
灯光设计：Artluci-欧荣威
摄影：吴鉴泉
文案：橙叁
施工单位：上海邑筑装饰工程
Project Information——
Project Name: AVVENN
Project Location: Xinle Road, Shanghai, China
Design Area: 126㎡
Design Time:2023.01
Completion Time: 2024.01
Design Firm: TIME TO GATHER
Chief Designer: Xue Fei
Design Team: Chen Mengxin
Lighting Design: Artluci-Owen
Photographer: Wu Jianquan
Copywriter: Cheng San
Construction Company: Yi Zhu Deco
