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影之光，心之覺醒丨蘇寧首家3C潮品店

The Light of the shadow, the awakening of the heart丨Suning's first 3C tide store

“在蘇寧首家3C潮品店，我們試圖設計一個「充滿覺醒與反叛意識」的場景化零售體驗店。霓虹燈管與不銹鋼的巧用，讓空間處處流動著錯覺與影射。所有事物背后的復雜性無所遁形，散發(fā)出清晰利落的光和影。表明了蘇寧對潮品的嚴選態(tài)度，也喚醒了消費者內心，獨立、清醒、明亮，不被潮流裹挾，選擇最適合自己的美好潮品。”

——D&M創(chuàng)意邱老師

In Suning's first 3C trendy store, we tried to design a scenario-based retail experience store that is "full of awakening and rebellious consciousness".The clever use of neon tube and stainless steel, let the space flow everywhere with illusion and innuendo.The complexity behind all things is not hidden, emitting clear and crisp light and shadows.It shows that Suning's strict selection attitude towards fashion products, but also awakens the hearts of consumers, independent, sober, bright, not bound by the trend, to choose the most suitable for their own beautiful tide products.

—— D&M Creative Mr. Qiu

蘇寧全國首家3C潮品店位于上海莘莊維璟印象城，由D&M創(chuàng)意主持設計。緊鄰莘莊商務區(qū)與七寶商圈，覆蓋海量3C產(chǎn)品主流消費人群。它擁有一個萌兇萌兇的名字——蘇格拉寧。

Suning's first nationwide 3C tide store is located in Shanghai Xinzhuang Weijing Impression City and is designed by D & M Creative.Close to Xinzhuang Business District and Qibao Business District, covering a large number of mainstream consumers of 3C products.It has the adorable name of —— SuRoaring.

店面投入近百萬元，占地面積222㎡，擁有上千款最新最熱的3C數(shù)碼產(chǎn)品。如SKG頸椎按摩器、摩飛無線榨汁、科沃斯地寶掃地機器人等。

The store invested nearly one million yuan, covers an area of 222 ㎡, with thousands of the latest and hottest 3C digital products.Such as SKG cervical massager, Mofei wireless juicing, Kworth dibao sweeping robot, etc.

蘇格拉寧的開業(yè)，標志著蘇寧“多品類線下零售門店+互聯(lián)網(wǎng)轉型模式”的全面啟動。

The opening of SuRoaring marks the full launch of Suning's "multi-category offline retail stores + Internet transformation mode".

#人文

商品撲面而來，我們怎么選

#Humanity

How do we choose when the products come to us?

我們生活在一個無法計算其年齡的宇宙中，它被我們完全不知道距離的恒星所包圍，其中充滿了我們無法識別的物質，按照我們并不真正理解的物理定律運作。

—— 比爾·布萊森《萬物簡史》

We live in a universe whose age we can’t quite compute, surrounded by stars whose distances we don’t altogether know, filled with matter we can’t identify, operating in conformance with physical laws whose properties we don’t truly understand.

—— Bill Bryson, A Short History of Nearly Everything

尤其在所謂的“消費升級”時代，越來越多商品帶著感官刺激的方式猛然乍現(xiàn)。我們稍不留神，就深陷其中無法自拔。面對這一消費困境，如何才能擺脫物質浪潮的控制，并從中識別出真正適合自己的美好潮品？是我們團隊介入本案時探討的重點課題。

Especially in the era of so-called "consumption upgrading", more and more goods with sensory stimulation suddenly appear.If we are not careless, we are trapped in it.In the face of this consumption dilemma, how can we get rid of the control of the material wave and identify the beautiful tide products that are really suitable for ourselves?It is the key topic discussed when our team is involved in this case.

#策略

保持心之持續(xù)覺醒與反叛

# Strategies

Keep the heart constantly awakening and rebel

我們努力捕捉人們心靈偶然覺醒的瞬間，并設法將其定格，讓它持續(xù)充盈心靈。這是本案的策略核心。心之覺醒與反叛，前提是對物質自身復雜性充滿好奇、執(zhí)著與敬畏。由此，設計師延伸出了兩條空間邏輯線。

We strive to capture the moment when people's mind accidentally awakens and try to freeze it to fill the mind.This is at the heart of the strategy in this case.The awakening and rebellion of the heart is on curiosity, persistence and awe about the complexity of the material itself.From this, the designer extended two spatial logic lines.

邏輯線一：空間中以物為本的哲學

Logical Line 1: Object-based philosophy in space

無論是商品表現(xiàn)，還是空間整體，我們都遵循以物為本的設計哲學，避免使用觀念式的主題壓制其自身的意愿，讓他們各自呈現(xiàn)其特殊性與自主性。

We follow the philosophy of object-based design for both the expression of goods and the space as a whole, avoiding the use of conceptual themes to suppress their own will and letting them each present their own specificity and autonomy.

事物之所以美好，是因為其復雜性。一眼便了然于胸的事物不值得留戀。在此空間中，商品與空間作為物質的復雜性都將被深刻意識。商品擁有獨立展示空間，并因其回歸物質本身而散發(fā)魅力。空間整體由霓虹光和不銹鋼兩個當代基本要素構成潮品的模樣，明白無誤地物化在商場里。

Things are beautiful because of their complexity.Things that can be understood at a glance are not worth keeping.In this space, both commodities and space as matter will be deeply conscious of their complexity.The merchandise has its own display space and exudes charm as it returns to the material itself. The space as a whole consists of two contemporary elements, neon light and stainless steel, to form the look of the trendy products, unmistakably materialized in the mall.

邏輯線二：賽博朋克的精神性貫穿

Logical Line 2: The Spirituality of Cyberpunk Throughout

賽博朋克的精神內核是覺醒。意識到被控制，陷入“高科技低生活”的頹廢困境，并開始反叛。雖然不一定有旗幟鮮明的對抗，但覺醒與反叛的意識始終涌動心頭。

The spiritual core of cyberpunk is awakening.Realizing that they are being controlled, they fall into the decadent predicament of "high-tech low life" and begin to rebel. Although there is not necessarily a clear-cut confrontation, the sense of awakening and rebellion is always in the mind.

設計師在空間里對賽博朋克精神進行抽象化表達。重點體現(xiàn)在霓虹燈管的覺醒作用，原色不銹鋼噴砂材料給人冷靜克制的思考，及雙圓形天花造型配合弧形中島對空間的明確分割與動線的自由規(guī)劃釋放可能性。

Designers abstract the spirit of cyberpunk in the space.The focus is reflected in the awakening effect of the neon tube, the raw color stainless steel sandblasting material gives people calm and restraint thinking, and the double round smallpox shape and the clear division of space in the arc and the free planning of the moving line.

#概念

影之光

#Conception

The light of the shadow

美好事物攜光而來，真正感動我們的是它灑落的暗影。它代表著物質厚重深刻的內涵，寧靜和諧，令人清醒。對于肉眼可見的，我們更相信視線之外無言的沉默。

Beautiful things with light, really touched us is the shadow of it sprinkled.It represents the thick and profound connotation of the material, quiet and harmonious, sober.For those visible to the naked eye, we believe more in the silent silence out of sight.

物質的復雜性不易被發(fā)現(xiàn)，只能一點點浮現(xiàn)。這也是復雜性的迷人之處。通過多種形式的錯覺與影射，或許能夠逐漸窺見物質因人們過于強烈的目的而自行退隱的真實。

The complexity of matter is not easy to detect, only a little bit to emerge.This is also the charm of the complexity.Through various forms of illusion and innuendo, it may be able to gradually see the reality of material retreat because people have a too strong purpose.

我們熱衷于讓每一位進入空間的消費者，都能看向內心，向內求索答案。只要內心持續(xù)處于覺醒與反叛的純粹意識狀態(tài)，即使沒有答案，也不至于被物質裹挾。

We are keen to let every consumer who enters the space can look at the heart and seek the answer inward.As long as the heart continues to be in a state of pure consciousness of awakening and rebellion, it is not held hostage by matter, even if there are no answers.

理性與感性并存的霓虹燈，是我們對隱藏于暗影之下的復雜性進行深度思索的輕松姿態(tài)。它直指內心，照見希望和可能，但不提供明確的答案。呼應著消費者意識到物質有其復雜性后內心覺醒釋放的光芒，也折射出蘇格拉寧選品背后理性、克制、嚴苛的態(tài)度。

The neon coexistence of reason and sensibility is a relaxed gesture of deep contemplation of the complexity hidden beneath our dark shadows.It points straight to the heart, shining a light on hope and possibility, but does not provide definitive answers.It echoes the light released by consumers' inner awakening after realizing the complexity of matter, and also reflects the rational, restrained and strict attitude behind SuRoaring's product selection.

這是本案概念“影之光”的緣由。

This is the reason for the concept of "Light of Shadow".

#技藝

在有限空間中尋找無限性

#Technique

Finding infinity in a finite space

空間被物化為有限實體之后，再以抽象的霓虹之光描邊，物質深不見底的暗影與霓虹燈光之明確又曖昧的態(tài)度，同時指向了無限性。

After space is materialized as a finite entity, it is then traced with abstract neon light. The deep and dark shadows of matter and the clear and ambiguous attitude of neon light simultaneously point to infinity.

光提供可能，但不給答案

Light offers possibilities, but does not give answers

霓虹燈管與原色不銹鋼噴砂材質的巧用，果斷利落地在商場中切出一方空間來承接美好潮品，似乎輪廓分明，態(tài)度決絕，卻沒有指向任何一個具體的答案。一切答案等待消費者各自用心找尋。

The clever use of neon tubes and primary color stainless steel sandblasting material, decisively and sharply cut out a space in the mall to take on the beautiful trendy products, seems to be clear in outline, determined attitude, but does not point to any one specific answer. All the answers are waiting for consumers to find them individually.

隨心延伸的自由動線

Free movement line that extends as you wish

雙圓環(huán)天花造型，配以弧形中島，將空間的構造關系一錘定音，卻也賦予了動線的無限可能性。每個人在逛店時候，可任性聽從心的指揮，滿足所有消費者所有時刻任何一個突然的自我。

The double circular ceiling shape with curved center island defines the structural relationship of the space, but also gives infinite possibilities of dynamic lines.Everyone in the store, can be arbitrary at the command of the heart, to meet all consumers all the moment any sudden self.

鎖而不定是引向沉浸而不至于沉迷

Locking but not indefinitely is leading to immersion but not to addiction

無論是天花的雙圓環(huán)天花造型，還是十字型霓虹燈管及它形成的連續(xù)燈帶，都表達了鎖而不定的態(tài)度。把消費者的眼光聚焦于空間細部，再指向更大的可能性。不是那么具體的指向，卻不至于指向虛無。引人思考，激活內心的可能性，是最終目的。

Both the double circular ceiling shape of the ceiling and the cross-shaped neon tube and the continuous strip of lights it forms express the locked and indeterminate attitude.Focusing the consumer's eye on the finer details of the space and then pointing to greater possibilities.Not so specifically pointing, yet not so much pointing to nothingness. To lead people to think, to activate the possibilities within, is the ultimate goal.

盲盒是蘇格拉寧品牌之覺醒與反叛

Blind Box is the awakening and rebellion of the SuRoaring brand

如1983盲盒、黃油貓盒盲盒等。它們不是擺弄形式，而是蘇格拉寧對潮品萬里挑一的態(tài)度，以及作為新零售品牌對未來的一份期待。甚至是第一時間獻給消費者的一份心意。

Such as 1983 blind box, butter cat box blind box, etc.They are not fiddling with the form, but rather SuRoaring's attitude to the tide of a million miles, and an expectation of the future as a new retail brand. It is even the first time to offer a piece of mind to consumers.