Project Description

ATTEMPT JULU 旗舰店-自我探寻与认知重构

Date: 2023
Type: Retail
Site: Shanghai, China
Status: Completed

“约束即自由,矛盾即合理。”独立时装品牌ATTEMPT鼓励规则制度内的多元生存方式——直面自己,打破常规,探索当下更多的可能性。SLT受邀在上海兼具悠久历史与年轻氛围的巨鹿路打造品牌的旗舰零售空间。本案的场地为临街的里弄式建筑,开面5米,进深15米,共有4层。纵深方向分为三段式,其中中段由中庭和交通楼梯组成,每半层连接一个楼板夹层。SLT的设计基点是用最小的干预来最大化地保持街区风貌。SLT以自我意识的“觉醒”和“重构”为灵感,将品牌擅用的重复、变化、解构、重组等服装设计手法转译为具象的空间语言,通过简洁冷静的线条串联了一系列“缓冲”“曝光”“穿梭”“上升”的空间场景,打破建筑强烈纵深感的同时,刻画了一个混乱与有序平衡的叙事性空间。到访者在移动中感知由低到高的明暗变化,并获得由“自我意识觉醒”到“自我认知重组”的完整体验。

“Restraint is freedom, and contradiction is rationality.” ATTEMPT, an independent fashion brand, encourages a pluralistic way of life within the rules, which means facing oneself, breaking the routine and exploring more possibilities at present. SLT was invited to build the flagship retail space on Julu Road in Shanghai, which has a long history and a young atmosphere. The site of this case is a lane style building facing the street, with an opening of 5 meters and a depth of 15 meters, with a total of 4 floors. The depth direction is divided into three sections, of which the middle section is composed of an atrium and a traffic staircase, and each half floor is connected with a floor interlayer. The basic design point of SLT is to maintain the style of the block with minimum intervention. Inspired by the awakening and reconstruction of self-consciousness, SLT translates the costume design techniques such as repetition, change, deconstruction and reorganization used by ATTEMPT into concrete space language. A series of space scenes of “buffer”, “exposure”, “shuttle” and “spiral” are connected in series through concise lines, breaking the strong sense of depth of the building, while depicting a narrative space with a balance between chaos and order. The visitor perceives the change of light and shade from low to high while moving, and obtains the complete experience from self-consciousness awakening to self-cognitive reorganization.