弹性工作室 | FUZOZO芙崽概念店，上海 | Hi设计

作为2024年才创立的全新品牌FUZOZO芙崽是一款以AI大模型技术为核心，专注于为Z世代人群提供情感陪伴、拥有多模态交互与社交属性的AI养成系潮玩，弹性工作室受邀为其打造一个专属于芙崽Fuzozo的首个概念空间。

Established in 2024, FUZOZO is a pioneering brand centred on AI large-model technology. Specializing in providing emotional companionship for Generation Z, it offers a multi-modal interactive and social AI companion toy. Tens Atelier has been commissioned to create FUZOZO’s inaugural concept store.

▼店铺视频, Interior Video ©YUUUUNSTUDIO

▼项目概览, General view ©YUUUUNSTUDIO

项目的背景具有一定的特殊性，作为品牌的概念首店，其落地阶段所面临的条件较为特殊。项目启动时，我们所接触的仍是芙崽的样机，售卖的成品也还在最终生产调整中，连品牌方手中也仅有5台样机而已。这意味着在店铺建成之初，现场实际展示仅能呈现约 10 款样机，产品展示的完整度尚未成熟。同时，店铺的开业需与商场同层的整体开幕保持一致，这使得设计与施工周期被极度压缩，必须在 30 天内完成从方案到落地的全过程。因此，项目的核心挑战并不仅在于概念的呈现，而是如何实现设计效果的完整度、材料选择的合理性与可实施性、以及施工工艺之间的高效衔接。

The project’s background presents certain unique characteristics. As the brand’s flagship concept store, its implementation phase encountered particularly distinctive conditions. At project commencement, we were still working with Fuzozo mock-ups, with the final production adjustments for the finished products still underway. Even the brand itself possessed only five mock-ups. This meant that upon the store’s initial completion, the on-site display could only showcase approximately ten mock-ups, resulting in an incomplete product presentation. Concurrently, the store’s opening required alignment with the overall launch of the mall’s entire floor, drastically compressing the design and construction timeline. The entire process, from conceptualization to completion, had to be executed within 30 days. Consequently, the project’s core challenge lay not merely in presenting the concept, but in achieving the integrity of the design outcome, the rationality and feasibility of material selection, and the efficient coordination of construction techniques.

▼店铺外观, Exterior View ©YUUUUNSTUDIO

▼入口, Entrance ©YUUUUNSTUDIO

从设计角度来说，空间最重要的目的：如何以一种比较有趣的方式来吸引来往顾客，并使其产生停留与探索的欲望。基于此，我们提出了“森林”的空间概念。我们并不希望“森林”只是简单的装饰物，而是以一种具象化又富有想象力的场景营造，让空间本身就可以具有独特的叙事性。我们将芙崽隐喻为来自外太空的新物种，其生命的诞生与生长在我们所营造的“森林”之中。空间并不仅仅只是零售产品的容器，而是一个关于生长、栖息的场所，让顾客能够沉浸其中，感受到一种既新奇又独特的体验。

From a design perspective, the foremost purpose of a space is to engage passing customers in an engaging manner, compelling them to linger and explore. With this in mind, we conceived the spatial concept of the “Forest”. We envisioned the “Forest” not merely as ornamentation, but as a tangible yet imaginative setting that imbues the space itself with a distinctive narrative quality. We metaphorically envision FUZOZO as an alien species from outer space, whose birth and growth unfold within the ‘forest’ we have cultivated. The space transcends being a mere vessel for retail products; it becomes a place of growth and habitation, immersing customers in a novel and distinctive experience.

▼“森林”空间概念的抽象表达, An abstract expression of the spatial concept of ‘forest’ ©YUUUUNSTUDIO

基于此，从项目落地的角度出发，我们设计了一个以单元模组为核心的构建策略。该模组为直角斜圆锥台，上口直径 180mm，下口直径 360mm。借由其特殊的几何特征，我们在空间中将其上下倒置、并通过不同角度的旋转排列，使得从人视角望去时，能够形成层次丰富、极具动态感的立面效果。

Therefore, from the perspective of project implementation, we devised a construction strategy centred on modular units. These modules are right-angle oinclined conical stage with an upper diameter of 180mm and a lower diameter of 360mm. Leveraging their distinctive geometric characteristics, we inverted them spatially and arranged them through rotational variations at different angles. This creates a facade effect that, when viewed from a human perspective, exhibits rich layering and a highly dynamic quality.

▼直角斜圆锥台模组, Right-Angle oinclined conical module ©弹性工作室

▼模组的多种组合形式, Multiple configuration options for the module ©YUUUUNSTUDIO

材料选择上，我们最初的设想是气模结构，内部加入射灯，以营造柔和朦胧的效果。然而，考虑到实际使用场景中存在消防规范的限制，以及场内儿童较多所带来的安全性要求，我们最终放弃了这一方案。最终改为了彩色树脂纤维玻璃钢，作为一种硬质且半透明的材料，既可以呈现出朦胧的质感，同时在稳定性和安全性上也能够顺利满足消防审核的要求。

Regarding material selection, our initial concept involved an inflatable structure incorporating internal spotlights to create a soft, diffused effect. However, considering the fire safety regulations applicable to the actual usage scenario and the heightened safety requirements necessitated by the presence of numerous children within the venue, we ultimately abandoned this approach. The final solution employed coloured resin-impregnated fibreglass. As a rigid yet translucent material, it successfully achieves the desired ethereal texture while meeting all stability and safety requirements for fire safety certification.

▼彩色树脂纤维玻璃钢细节, Details of coloured resin-impregnated FRP ©YUUUUNSTUDIO

方案的初步成型后，为了支撑其落地性，我们并没有立刻和品牌方沟通，而是先和工厂进行的技术沟通，确认在仅剩20天的施工周期的情况下这个方案是否行。工厂提出的解决方案是同时制作两套模具，开2个生产线，24小时不停运转，才能保证在这么短的时间内完成全部单元构建的生产。在得到工厂肯定的答复后，我们才和品牌方进行的方案汇报。

Following the initial formulation of the proposal, to ensure its feasibility, we did not immediately engage with the brand owner. Instead, we first conducted technical discussions with the factory to verify whether the plan could be executed within the remaining 20-day construction period. The factory proposed a solution involving the simultaneous production of two sets of moulds, establishing two production lines operating around the clock to guarantee the completion of all unit construction within such a tight time frame. Only after receiving the factory’s affirmative response did we proceed to present the proposal to the client.

▼有节奏的立面表达, Rhythmic expression of the facade ©YUUUUNSTUDIO

空间色彩上，考虑到品牌的主要消费群体年龄跨度较大，以 5 岁至 30 岁的女性为主，我们选择了柔和且具有亲和力的彩色搭配。粉色与黄色的组合被用来营造一种梦幻而温暖的森林氛围，使空间既充满趣味性，又能适应不同年龄段消费者的审美偏好，从而增强沉浸体验感。

In terms of spatial colouring, considering the brand’s primary consumer demographic spans a broad age range—primarily women aged 5 to 30—we have selected soft, approachable colour combinations. The pairing of pink and yellow creates a dreamlike, warm forest atmosphere, rendering the space both playful and adaptable to the aesthetic preferences of consumers across different age groups, thereby enhancing the immersive experience.

▼专属于FUZOZO芙崽的弧形展示岛台, FUZOZO’s signature curved display counter ©YUUUUNSTUDIO

▼芙崽FUZOZO ©YUUUUNSTUDIO

动线设计上，我们刻意营造了一种层层递进的体验。从外立面望去，店铺的全貌并不会一览无余，而是保持在一种若隐若现的朦胧状态。顾客能够感受到其中人流的热闹，却无法清晰辨认内部空间的真实样貌。这种不确定性成为吸引的第一步，进入店内后让顾客沿着既定的动线进行探索。这样的设计不仅延长了其停留的时间，也为品牌与消费者之间创造了更多的交流机会，使他们能够更充分地了解芙崽和芙崽背后的故事。

In terms of circulation design, we deliberately crafted a layered, progressive experience. Viewed from the façade, the shop’s entirety remains partially concealed, maintaining an air of subtle mystery. Customers sense the bustling flow of people within, yet cannot clearly discern the true layout of the interior space. This uncertainty serves as the initial draw, guiding patrons along a predetermined path for exploration once inside. This design not only extends their dwell time but also creates more opportunities for interaction between the brand and consumers, enabling them to gain a deeper understanding of Fuzozo and the story behind it.

▼轴测图，Axonometric ©弹性工作室