SLT收到NAUTICA的邀请，打造其全球首家白帆系列概念店。在TX淮海这个将创新体验与沉浸式艺术相融合的潮流商业地标中，SLT将NAUTICA白帆的场域精神和潮流风尚充分表达。NAUTICA创立于上世纪80年代，出生于美国东海岸的它名字来源于拉丁语单词「Nauticus」。从命名开始，NAUTICA便从海洋文化中汲取灵感，富含自然活力，构建集运动功能与休闲风格于一体的时尚品牌。在近 40 年的发展中，NAUTICA独有的“航海+城市”品牌基因不断沉淀，并焕发出全新的面貌，也开辟出一条专属于「City Boy」的航线。亚洲殿堂级潮流杂志《POPEYE》总监长谷川昭雄提出的City Boy⻛格影响深远，其风格核心在于“不随意的随意”，在随意且简洁的主张之下强调真实的生活质感，以富有少年感的风格展现当下年轻人所追求的生活态度。如今的 NAUTICA与Z世代潮人的生活态度相结合，提出了「White Sail 白帆」的全新概念，领军纯正的City Boy风格，以独立自在的方式传达Z世代纯净的少年之心。
SLT was invited by NAUTICA to build the world’s first white sail series concept store. In TX Huaihai, a trendy commercial landmark that combines innovative experience with immersive art, SLT fully expresses the field spirit and trendy fashion of NAUTICA. NAUTICA was founded in the 1980s. It was born on the east coast of the United States with its name comes from the Latin word “Nauticus”. From the beginning of the name, NAUTICA has drawn inspiration from marine culture, rich in natural vitality, and built a fashion brand that integrates sports function and casual style. In the nearly 40 years of brand development, NAUTICA’s unique “Navigation + City” brand gene has been continuously precipitated, and it has shown a new look, opened up a route dedicated to “City Boy”. The City Boy style proposed by Akio Hasegawa, the director of Asia’s most prestigious trend magazine “POPEYE”, has far-reaching influence. The style shows the attitude towards life pursued by young people today. Combining today’s NAUTICA with the lifestyle attitude of Generation Z hipsters, it proposes a new concept of “White Sail”, leading the pure City Boy style and conveying the pure youth heart of Generation Z in an independent and free way.
NAUTICA White Sail白帆概念店位于上海TX淮海｜年轻力中心2F，与扶梯相邻的开放式店面模糊了L型区块的边界感，使商场公区与店面的衔接过渡更为自然。在整体空间策略上，SLT以抽象解构的船帆来表达NAUTICA的标志性视觉元素。同时提取城市元素，在垂直维度通过抬高和交叉的动线划分，营造出城市街区的空间概念；地面“沙滩”的意向植入进一步表达出海洋的自由以及城市与海洋的有机边界。白帆概念店的整体配色以白色为主色调，在其中融入蓝色以呼应NAUTICA的航海文化，蓝、白经典色的运用形象地描绘了海洋与帆船的色彩，也是City Boy风格的核心配色。NAUTICA White Sail独特的代表性的元素海旗也在墙体的设计中有所体现。旗语来源于19世纪航海时代，人们在海上探险与贸易中发明了旗语并用来传递航海信息，每面旗子所代表的不同含义，让旗语成为了海洋文化中的“摩斯电码”。不同的海旗标构建了属于NAUTICA独一无二的旗语体系，带给Z世代消费者全新的解码体验。除了常规的商品陈列区域外，NAUTICA White Sail白帆概念店的各个区域设置始终围绕着“航海+城市”的主旨，加入凸显都市元素的复古电视机等元素，在呼应品牌发展历程的同时，传递更多潮流文化和年轻力。
NAUTICA White Sail Concept Store is located on the 2F of TX Huaihai | Young Force Center. The open storefront adjacent to the escalator blurs the sense of the boundary of the L-shaped block, making the transition between the shopping mall public area and the storefront more natural. In the overall spatial strategy, SLT expresses NAUTICA’s iconic visual elements with abstract deconstructed sails. At the same time, urban elements are extracted, and the vertical dimension is divided by elevated and intersecting moving lines to create a spatial concept of urban blocks; the intentional implantation of the “beach” on the ground further expresses the freedom of the ocean and the organic boundary between the city and the ocean. The overall color scheme of the White Sail concept store is white as the main color, and blue is incorporated into it to echo the nautical culture of NAUTICA. The use of blue and white classic colors vividly depicts the colors of the ocean and sailboats, and is also the core color scheme of the City Boy style. The unique and representative element of NAUTICA White Sail is also reflected in the design of the wall. The semaphore originated from the era of navigation in the 19th century. People invented the semaphore in maritime exploration and trade and used it to convey nautical information. The different meanings represented by each flag made the semaphore become the “Morse code” in marine culture. Different sea flags have built a unique semaphore system belonging to NAUTICA, bringing a new decoding experience to Generation Z consumers. In addition to the regular commodity display areas, the various areas of the NAUTICA White Sail concept store are always set around the theme of “Navigation + City”, adding elements such as retro TVs that highlight urban elements, echoing the brand’s development process, conveying more Multi-trend culture and youthful power.
NAUTICA White Sail白帆概念店为国内的潮人感受到更纯真的City Boy风格而打造，更是NAUTICA经典品牌主线面向Z世代消费人群的全新启航之作。碰撞融合航海与城市、复古与焕新的理念与风格，SLT捕捉品牌全新的年轻化动向，以NAUTICA White Sail白帆概念店为载体，通过商业零售策略与空间创意设计，加强品牌与年轻消费者的情感链接。
The NAUTICA White Sail concept store is created for the domestic trendy people to feel a more pure City Boy style. Collision and fusion of nautical and urban, retro and refreshed concepts and styles, SLT captures the brand’s new rejuvenation trend, takes the NAUTICA White Sail concept store as the carrier, and strengthens the relationship between the brand and young consumers through commercial retail strategies and creative space design.