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【首发】极具创意的珠宝展厅设计,每一个细节都是视觉享受 | 魏士能

这个店面,甲方与设计团队已经是第三次合作了,也是南京德基广场的第二个店面。每一次,我们都重新开始,打破以往,当做一个全新的项目,重新定位,以持续满足消费者的消费场景体验。

Designing this shop, is the third cooperation between the stakeholder and the design team, also is the second shop in Nanjing Deji Plaza. Every time, we start over and break the old format, treat it as a brand new project. Locating a new orientation, is to satisfy customers’ consuming scenario experience continuously.

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基于之前的合作,设计师对品牌的梳理已经有了足够的认知,所以拿到这个项目的时候,设计团队做的是去德基广场店铺现场做用户画像的重新梳理,分别在不同时间段,人工记录客流数据记录,进行客流分析:年龄段,男女比例,情侣比例,停留时间,主出入口,客流方向,周边竞品店面设计和品牌分析等。然后,正式开始了本项目的设计。


Based on previous cooperation, designers have a good knowledge of the brand. But when they got this new project, the design team went to Deji Plaza shop space to analyze the customers’ image, by taking notes of passenger flow data in different periods and doing passenger flow analysis: age bracket, male to female ratio, proportion of couples, standing time, main entrance and exit, passenger flow direction, competitors’ brand and shop design, etc. Then, we officially started the project design.

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面对德基广场超大的客流量,如何结合我们并不高频的消费,锁住客流,用「消费是被设计出来的」思维,做了设计方向。如何在众多传统珠宝店中脱颖而出,博人眼球,这是一个问题。设计师颠覆人们对珠宝的下意识思维和向往,把珠宝的常规尺寸放大10倍,用于获取客户关注,甚至拍照,将客流吸引进店。


Deji Plaza has a huge passenger flow, but how to take advantage of it and combine it with the low frequency consume to lock guest flow, is a question. Following the thought of “consuming behavior is designed”, comes design orientation. How to cut through the noise, catch passengers’ eyes among the competitors, is a topic. The chief designer overturns people’s subconscious thinking and dreaming, by enlarging the regular size of jewelry to 10 times, to attract customers’ attention, maybe even taking photographs, and finally to bring passengers into shop.


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然后,设计师用了只「网红酷狗」的模型,放置店铺门口,为的是第二次合影打卡,自此,让客户有了兴致,开始展厅参观。


More than that, the designer puts a model of online celebrate cool dog in the entrance, aiming to another selfie. Till then, all the set gets customers in the mood for a visit in showroom.

在产品的展示上,财务低开高走,锁住客户的消费心理。


When it comes to product exhibition, the financial rate starts from first price, seizing consumer psychology.

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美国羚羊谷照片
  Antelope Valley of the United States

整个店铺的设计的元素源头来自于对大自然的尊敬,而灵感来源于美国羚羊谷,把大自然鬼斧神工的概念,抽离出来,用于店面设计,并加以抽象化,用于珠宝的陈列。


Elements of the whole design come from the respect to nature. Inspiration comes from Antelope Valley of the United States. Absorbing the magnificent concept that nature has created.

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曲线的造型,也将空间中的阳角处理掉,同时表达女性的柔美。珠宝的展示台,也同样延续了设计灵感。


The curve shape gets rid of angles, and expressed female gentleness. The jewelry display follows the same design inspiration.


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椅子的选择上,选择了柠檬黄,作为空间调色,让空间在色彩上显得有层次感。


We select lemon yellow for chairs, as the jump color of space, in order to make it layered.

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顶面的材质,选择了不锈钢水波纹板,拉伸空间,让整个空间灵动起来。


We choose stainless steel water corrugated board for ceiling, to extend space, and to make it smart and active.

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地面材质选择的是深色板岩,一周的曲线墙面,在跟地面交接时,用灯光将墙面凌空而至,更加绚烂。


Dark slate for floor. When the surrounding curve walls meet the floor, we use light to rise the walls high into the air. Splendid!

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墙面采用的是仿砂岩的艺术壁材,呼应美国羚羊谷这一设计灵感。


Artificial sandstone materials for wall, which echos the inspiration from Antelope Valley.

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项目简介

项目名称:阖天下珠宝德基广场店
Project Name:Hetianshia Jewelry Shop (Deji Plaza Shop)
项目甲方:阖天下黄金珠宝股份有限公司
Project stakeholder: Hetianshia Gold & Jewelry Co., Ltd.
项目地址:南京德基广场二期
Project address: Nanjing Deji Plaza 2nd Step
项目类型:商业空间
Project category: commercial space
项目面积:50.6平米
Project area: 50.6 square meters
设计主创:魏士能
Chief designer: Wei Shineng
参与设计:殷梦 李康
Associate designers: Yin Meng, Li Kang


设计师简介


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魏士能

南京家居平台特邀设计师
个人持有14项国际专利、5项版权
全国首个住宅全案系统:3|8|24全案创始人

共合设南京联合发起人

意大利VA&WEI联合设计事务所设计总监

宫匠堂创始人

东南大学艺术硕士

全国高级室内建筑设计师

中国药科大学特约导师

新华报业-企业联盟“空间美学特约专家”

获奖经历

2012-2013 APDC AWARDS精英邀请赛餐饮空间奖

2012-2013 APDC AWARDS精英邀请赛居住空间奖

2013 “金外滩奖”获最佳餐厨空间奖

2013中国室内设计师黄金联赛第一季公共空间大奖

江苏省第九届室内设计师大奖赛居住空间奖

2013南京市室内设计大赛公共空间奖

2015江苏省第十一届室内装饰设计大师居住空间大奖

2016金堂奖年度评选居住空间优秀奖

2017“金麒麟奖”之“好三观大奖”

2018 M+中国高端设计大赛年度优秀设计师

2018“爱设计”年度评选杰出设计师


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