STUDIO 4/301 | 南风CHIO'2ND中国首店，杭州 | Hi设计

山水入室，数字品牌的空间转译

The Spatial Translation of a Digital Brand

南风CHIO’2ND 是中国颇具影响力的线上包袋品牌，在过去十余年间持续与年轻消费群体建立着紧密联系。品牌与 STUDIO 4/301 在其发源地杭州构思并实现了首家旗舰店。该项目标志着品牌从数字存在到空间身份的关键转型，通过空间设计，清晰地传达出品牌的核心价值。

CHIO’2ND has emerged as a leading online bag brand in recent years, sustaining a strong following among domestic youth for over a decade. The brand commissioned STUDIO 4/301 to conceive and realise its inaugural flagship store in its hometown of Hangzhou, China. the project represents a critical transition from digital presence to spatial identity, articulating the brand’s values through architecture and interior design.

项目坐落于具有深厚历史底蕴、曾为南宋古都的杭州。STUDIO 4/301回应了品牌与在地城市的文化语境，深入研究了宋代的山水器物与视觉传统，尤其以郭熙的《早春图》为灵感来源。这幅作品通过雾气的层迭、季节的递进，以及人与山体之间微妙的尺度关系，构建了一种介于感性经验与哲学思考之间的自然认知方式。设计团队将这些原则提炼并转译为室内空间组织与材料语言，从而营造出一个将历史感性与品牌当代身份相融合的环境。

Situated in Hangzhou, a historically important city and former capital during the Song Dynasty, the design responds directly to the brand’s and city’s cultural context. STUDIO 4/301 undertook research into landscape artefacts and visual traditions of the period, with particular reference to Guo Xi’s Early Spring. Beyond its status as a canonical landscape painting, the work constructs a philosophical understanding of nature through shifting atmospheres, seasonal transition, and the measured relationship between human presence and monumental terrain. These principles were abstracted and translated into the spatial organisation and material language of the interior, forming an environment that aligns historical sensibility with the contemporary identity of the brand.

郭熙《早春图》

经过与施工方和供应商的协作，STUDIO 4/301 在店铺中央打造了两座山体般的展示构筑。它们由手工塑形的石材与实木逐层迭砌而成，既唤起地质层理的意象，也作为承载品牌产品的多层展示界面。其布局刻意打破了常规零售动线，通过分散视线与行走路径，鼓励一种更具探索性的空间体验。

Following extensive coordination with the contractor, STUDIO 4/301 realised two monumental, mountain-like display volumes at the centre of the store. Formed from layered, hand-shaped local stone and solid wood, the sculptural structures evoke geological stratification while operating as multi-level display platforms. Their placement deliberately disrupts conventional retail circulation, encouraging fragmented movement and a more exploratory spatial experience.

在山形展示岛台的后方，一座亭式结构作为过渡性建筑元素徐徐展开。带倾斜角度的木格栅围合出半开放界面，顶部复以天然竹材，呈现出富有层次变化的光影节奏。顾客穿行于此，木格栅间洒落的光影不断变幻，产生动态的感官体验，令人联想到传统山水意象中的空灵氛围。

Behind the two primary display islands, a pavilion structure unfolds as a transitional architectural element. Enclosed by angled timber fins and roofed with natural bamboo, the pavilion introduces a layered spatial rhythm within the store. As customers move through this zone, shifting light and shadow are cast through the timber fins, producing a dynamic sensory experience that recalls the atmospheric qualities of traditional landscape imagery.

在亭子的后方，设计团队对《早春图》中描绘的屋舍进行了更为内敛的转译。倾斜的木构屋顶与抬高的地台共同降低了天花高度，营造出一处更为亲密、适于停留的展示区域。亭子与屋舍之间狭长的过渡通道，通过不同屋顶几何的并置，进一步强化了空间的节奏与层次变化。

At the rear of the pavilion, the concept of the teahouse depicted in Early Spring is subtly reinterpreted. A tilted timber roof and a raised platform lower the ceiling height, creating a more intimate and contemplative spatial condition. Emissive textured acrylic panels are carefully controlled by a timber grid, contributing to a warm and restrained ambience. This harmony is intentionally contrasted by a stainless steel display cabinet with patterned mirrored surfaces, which introduces a contemporary disruption and presents the products with heightened visual emphasis. The narrow passage between the pavilion and the teahouse is further enriched by the juxtaposition of the two distinct roof geometries, intensifying the spatial transition.

越过主要展示区域，店铺后方设置了一处更为僻静的角落。该区域延续实木与手工石材的使用，并在展柜背板中嵌入锈化镜面材质。幽微的灯光为区域赋予了更为神秘与内省的氛围。该区域专用于陈列限量及孤品，作为一个隐藏的目的地，呼应着《早春图》中于山水间逐步展开发现之旅的体验叙事。

Beyond the primary display zones, a more secluded area is positioned at the rear of the store. This quieter space features timber cabinetry crafted from the same solid wood used throughout the interior, inset with rusted mirror panels. A subdued lighting scheme lends the area a more mysterious and introspective atmosphere. Reserved for limited and last-piece products, this zone functions as a concealed destination, echoing the experiential narrative of Early Spring, where moments of discovery unfold gradually within the landscape.

项目所使用的石材取材于当地，并通过与供应商的紧密合作进行定制开发，结合算法加工与手工雕刻工艺完成。历史上用于古城墙建造的传统糯米灰浆，被重新诠释为石材层间的灌浆材料，使传统的建造方式得以嵌入当代零售空间之中。

The stones were sourced from the local province and developed through close collaboration with suppliers, combining algorithmic processes with hand-sculpting techniques. Traditional stick-rice mortar, historically used in ancient city wall construction, was reinterpreted as the grouting medium between stone layers, embedding regional material knowledge within a contemporary retail environment.

这些室内“景观”被精心地置于立面之后。倾斜的格栅巧妙形成一种有意的遮蔽，既避免了直接的窥探，又在行人沿街走动时透出内部片影。当人们抵达入口时，完整的空间构图才逐渐显露，从而强化了项目在行进、感知与景致之间所建立的动态关系。

These interior landscapes are carefully framed within deliberate proportions behind the façade. Tilted fins subtly screen passers-by, limiting direct views while allowing glimpses of the interior as one moves along the street. Upon arrival at the entrance, the full spatial composition is gradually revealed, reinforcing the project’s choreographed relationship between movement, perception, and landscape.