As the third flagship store in the world after Osaka and Tokyo, Matsushita’s Hangzhou flagship store is located in Building B of City Outlets in west Lake business district.
As a flagship store, its positioning is different from other sales-oriented flagship stores. It more emphasizes on through close offline experiences and interactive display, and let consumers more intuitive understand the product and brand itself, that Panasonic brand with a history of one hundred years. And it’s in the understanding of the consumers’ mind to update the definition, and coruscate gives new look.
After close discussion with Panasonic’s project team, LDL design decided to start from several directions at the same time in an extremely limited time to achieve the business objectives set by Panasonic at the beginning of building a flagship store in Hangzhou.
Part 1. Time·时间
Panasonic is a Japanese enterprise with a history of one hundred years. After a long time of precipitation, the history has become one of the characteristics of Panasonic brand.
In order to leave the same imprint of time in the flagship store, the design team looked for answers from traditional Japanese architecture and finally chose the traditional square pane element, which is typical of Japanese style. After refining, it becomes an element with more symbolic characteristics. After combining with the “sense of scale” of traditional Japanese architecture, the outer facades of the building are reconstructed, so that the abstract noun “time” can be visualized.
At the center of the second floor, the design introduces the concept of traditional Japanese courtyard and combines modern design techniques to create a modern traditional atrium atmosphere for the whole second floor. So that, the traditional and modern of the space are in the appropriate combination, naturally intertwined.
In addition, in the flagship store, some “objects” with time memory were also considered in the design, such as Panasonic’s most classic historical products and the ” capsule toys” derived from these products.
Part 2. Space空间
Panasonic’s flagship store in Hangzhou consists of two floors, with an indoor usable area of 1300 sqm. Among them, hundreds of exhibited products and a large number of future activities are put in front of the design team as topics. Therefore, an efficient space that can still be flexibly used in the future has become the thinking direction of design.
After several times of space sorting, 1F will be ” Panasonic light-theater form” as the space theme, spread out in the form of theater division. Most of the space is set as a flexible exhibition space corresponding to the theme, and Panasonic project team set flexible display construction according to the theme needs of their own products.
In addition, the narrow main entrance of the original building facade is opened to create a transition space indoors and outdoors to alleviate the adverse conditions too close to the intersection, and barrier free ramps are specially set up to provide convenience for guests. The coffee area is set on the side of Wushan Road, which is close to the future Hangzhou pedestrian street. At the same time, the curtain wall facing the street is opened, and the open bar and external booth seats are set to extend the indoor space to the outside.
The overall circular space form of the interior, as well as rich layering of curved LED display wall soften the visiting route and space, making the space more “dramatic”.
The spiral staircase located in the circular space acts as a link between 1F and 2F. A barrier-free elevator is specially set up between the core tubes of the stairs to provide guests more convenient services.
Different from 1F, 2F is the exhibition of living space, and its space theme is “Panasonic Light-Life Pavilion”.
Therefore, the rectangular grid planning of traditional Japanese streets is used as a reference for layout, forming a micro-Japanese-market. After the guests walking along the rotating stairs to 2F, they will see the star exhibition area built with Japanese courtyard as the element, which formally strengthens the spatial comparison with 1F.
Other functions such as “beauty”, “light catering” and “cooking” are centered on this, just like the layout of traditional Japanese markets. With the “courtyard” as the center, there is a spatial correlation between each other, and the unity of material and tone makes the whole 2F form a richer but not messy overall space. Therefore, when commercial activities or live broadcasting are carried out in any area of 2F, different spaces will not conflict with each other, but will give a better set off and more atmosphere to the activity itself.
生活是一门哲学，舒适美好的生活给予人们治愈与希望，设计师们不仅在视觉以及空间上进行充分的思量，同时也非常注重环境氛围的营造，让旗舰店更具有生活的气息。所有空间内的小物摆件以及绿植的布置，都为了使客人在旗舰店的体验过程中，感受到美好而轻松的生活气息，以传达松下的品牌精神：“A Better Life A Better World”。
Life is a philosophy. A comfortable and beautiful life gives people healing and hope. Designers not only think fully about vision and space, but also pay great attention to the construction of environmental atmosphere, so that the flagship store has a more breath of life. The small ornaments and green plants in all spaces are designed to make guests feel a beautiful and relaxed atmosphere of life in the experience of the flagship store, so as to convey Panasonic’s brand spirit: “a better life, a better world”.
项目设计&完成年份：商业空间 & 2019
主创及设计团队：Jun liu ,Leo yin & ldl-design