之物WU服裝品牌中WU意取“wu”，現代漢語的四個聲調：屋 無 五 物，寓意是探索反思萬物本源，滲透到生活方式的四個維度，去打造多元化的品質生活。恰好這與我們的設計思維相吻合。

The store name WU comes from the four tones of Mandarin， which are 屋(wū， means house) ， 無 (wú， means nothingness)， 五 (wǔ， means five) and 物(wù， means object). It implies the idea of exploring and rethinking the origin of all things on earth， penetrating into the four dimensions of lifestyle， so as to create a diversified high-quality life. This exactly coincides with the design thinking.

未來·屋Future · wū is habitat

項目地點在北京三裡屯通盈中心，位于L1層臨街的位置。我們認為“WU”品牌2.0空間，應該有容納它特殊的地方，從呈現形式出發，到故事情節發展，再到普及的元素，曆經的時間等，各個部分組裝在一起，才能爆發屬于“WU”的勢能。

With street frontage， the project is located in the 1st floor， Topwin Center， Sanlitun， Beijing， China. It aims to be a space to contain the special features of brand WU， ranging from form， storyline， elements and time； all of which are put together to show the great power of WU.

想要打動當下的消費群體，依靠填鴨式的設計往往收效甚微，我們認為，商業模塊中的營銷和創意都應該是有體驗的。圍繞着自然，極簡的方式，糅雜着“Yuppie雅痞”的情調和“Dandy時髦紳士”的精緻，設計将男士的着裝禮儀融入進空間與穿搭。

Nowadays， it is always ineffective to impress consumers through cramming design. In the designer‘s opinion， marketing and creativity in business should be experienced. In a natural and minimalist way， Yuppie culture and Dandy style are mixed here， and men’s dressing etiquette is blending into space design.

空間中，我們利用了毛石材料的自然特性進行陳列，自然的石材是對傳統記憶的保留，同時加入了極具反差的科技質感的金屬材質。我們希望消費者走完整個空間之後打破傳統單一的展示方式，用使用場景來增強互動，讓受衆享受傳統記憶的同時與科技未來進行結合。這樣的消費空間在未來是不會被迅速過時的，反而更加符合新生代的審美标準。

Rubble stone is adopted as one of the main materials for display in the space. Its natural feature is a preservation of traditional memories. In addition， metal material with technical texture forms a shape contrast. The designer hopes that the whole space arrangement can break through the traditional single display mode. Instead， scene is created to enhance interaction， allowing customers to enjoy traditional memory and future technology at the same time. Such a consumption space will not be quickly outdated in the future， but will be able to meet the aesthetic standards of the new generation.

界限·無Boundaries · wú is limitless

我們擦掉産品定義空間的界限，讓幾何圖案與線條，搭配上偏理性的冷色調光源，結合空間中的鏡面與定制的拱形燈帶虛實相生，呈現出一個穿越未來的“時空隧道”。

Regardless of the space limit defined by product， geometric patterns and lines along with cold light source echo with the mirror in the space and the customized vaulted strip light， creating a “spatio-temporal tunnel” to the future.

因為店面在商場一層臨街位置，所以擁有前後兩個出入口，剛好連接空間内的“時空隧道”，與内部空間結合作為延伸。并設計了一頭極具科技感的的舞獅，引領三架膠囊艙（試衣間）在隧道内穿梭前行的概念。

The storefront is on the first floor of mall with two entrances in front and back doors， connecting the “spatio-temporal tunnel” in the store and acting as an extension of interior space. A lion dancing with high-tech feeling is designed to lead the concept of three capsules (fitting rooms) moving through the tunnel.

Coco Chanel曾說過：“時尚即設計，都是關于比例與分割”。對此，在空間中休息區、前台區、試衣間、服裝展示區的比例設置中，為了讓這些功能區的形象不脫離整體，我們以模塊的形式堆積組合，使各個功能相互咬合。

Coco Chanel once said： “Fashion is architecture： it is a matter of proportions.” When it comes to the proportions of this project， the functional areas like rest area， front desk area， fitting room， and the clothing display area are accumulated and combined in the form of modules， being interlocked with each other.

設計上我們淡化了前台的使用形象，與休息區域組合搭配，形成一個弧線功能操作間，這裡是整個流動空間的中心點。它的位置屬于整個空間的後側，不影響消費動線的同時，解決購買與服務的體驗。

The image of front desk is downplayed and matched with the rest area to form an arc operation room. As the center of entire flow space， it‘s in the back side of store， so， it does not affect the consumption line， while solving the experience of purchase and service.

頂面的燈槽是對應商品陳列的位置進行了設計，将軌道射燈融于頂面，把焦點留給衣服本身，調整光影角度，讓光影在空間中賦予節奏。燈光的飽和和鏡面的穿插，使空間強烈并且有張力，同時呈現出衣物的最佳品質。

The light trough is designed corresponding to the display position of products. And the track spotlight is embedded in the top surface， highlighting the clothes and adjusting the angle of light and shadow， thus adding rhythm to space. The light saturation and interspersed mirrors give the space a strong tension while presenting the best quality of clothes.

三個太空艙式樣的試衣間，處于空間正中心位置，這裡是動線最集中的地方，消費人群拿到意向服飾，可以直接進入艙内進行“升級改造”。為了方便顧客試衣，還在艙壁上符合人體工程學的位置設計了一圈存放手機和随身物品的置物槽。在太空艙頂端不同的位置都留有圓形窗口，保證空氣流通的同時，可以在裡面真實感受“太空艙”。

The three capsule-style fitting rooms are located in the center of space， where the moving lines are most concentrated. Consumers who get their intentional clothes can directly enter the capsule for “upgrade and transformation”. In order to facilitate fitting， a recessed round storage space for cellphone and personal belongings is set on an ergonomic position in the capsule wall. There are round windows at different positions on the top of fitting room to ensure ventilation and vivid feeling of capsule.

邏輯·五Logic · wǔ is sense

我們始終相信消費者是最重要的元素，能夠打動消費者的，激發他們從購買中體會品牌的鍊接，就是引發他們在空間中的觸覺和視覺感知、勾起記憶和情感的物質化的東西。在設計之物WU品牌空間中我們整理并運用了5個商業邏輯：

The designer keeps the faith that consumers are the most important elements. What impress consumers and stimulate them to purchase and understand the brand link lies in the objects which trigger their sense of touch and visual perception， and remind memory and emotions. In the design of WU， there are five business logics：

1.了解甲方：商業空間設計中所展現出來的場所精神，實際上是運營手段，也就是說有了運營的需要，才有了商業空間設計。帶動客流創造品牌價值，空間指向性(動線的交彙點、駐足停留的點、購買流程的節點)達到激發消費興奮感。

1. Understanding the client： The place spirit displayed in commercial design is actually a means of operation， that is to say， only when there is a need of operation， there is commercial space design. The design should lead customer flow to create brand value， so that spatial orientation (including the intersection of moving lines， the staying point， the node of purchase process) can stimulate high consumption.

2.倒推好設計：好的商業設計都是從盈利模式和我們未來的産品内容來倒推場所，讓它賦予消費者認知的心理能夠起到暗示積極交易的場景模型。

2. Good design from backward induction： Good commercial design comes from a reasoning method based on profit model and future products， so that it gives consumers a cognitive psychology which implies a scene model for positive consumption.

3.創造價值：商業購買的情感訴求正在成為當下消費者衡量一個品牌、一個空間的标準之一。相較于單純的物質需求，他們更看重産品背後的價值标簽。在新的應用的空間場景下，消費者不再願意僅僅為了物品本身的使用價值買單，反而更關注空間帶來的情感溢價。

3. Creating value： In commercial buying， emotional appeal is becoming one of the standards to measure a brand and a space for customers. They emphasize more on the value tag behind product than the pure physical needs. In the new application space scenario， consumers are no longer willing to pay just for the objective value in use， but instead paying more attention to the emotional premium brought by space.

4.IP植入：消費的底層商業邏輯是一種為目标消費群體提供的價值符号認同感和明确感。完整的商業設計，空間隻是一部分，融入品牌的SI系統，完成品宣 消費導向。

4. IP implantation： The underlying business logic of consumption is offering a sense of identity and clarity of value for the target consumer group. For a complete commercial design， space is only a part of it， it should integrate into the brand’s SI system， as well as product promotion and consumption orientation.

5.空間未來性：這次也是屬于CUN寸DESIGN的新的嘗試，這裡實際上更像是一個場景裝置。可以理解為是我們對未來商業研究的一個實際模型。空間形式隻是完成它的樣貌，更多的是對“新”消費人群的購買習慣與感受的可能性。

5. Space futurity： As a new attempt by CUN DESIGN， the project is actually more like a scene installation， which can be regarded as a practical model on future business research. Space is just a form， which is more like an exploration on the possibility of buying habits and feelings for the “new” consumer group.

商業·物Business · wù is object

“WU”是一個什麼空間？為什麼這些人願意到這裡來打卡？這裡的男裝品牌好嗎？如果項目完工可以引發好奇的聲音，那麼我覺得這次的設計目的已經達成。其實大到商業邏輯細到産品本身，商業品牌營造的是讓來到的每一個人都能感受到的氛圍，并接受到普及。我認為還是更多是一種實驗性，是一種更加面向未來商業的狀态。

What is “WU”？ Why are these people willing to come to visit it？ Is it a good menswear brand？ If the project can raise these concerns， the design goal has been achieved. In fact， no matter it is business logic or product itself， commercial brand aims to create an atmosphere that everyone who comes can feel it and accept it. From the perspective of designer， the project is an experimental practice and a future-proofed business form.

項目信息——

項目名稱：之物WU品牌男裝店

項目地址：北京三裡屯通盈中心一層

設計單位：CUN寸DESIGN

主創設計師：崔樹

輔助設計師：林孟丹、闫夢瑤

設計起止時間： 2019年03月06 日-2019年04月01日

開放時間： 2019年06月28日

項目面積： 150㎡

項目造價：60萬元

主要材料：毛石、金屬闆、烤漆飾面、鏡面

業主名稱：北京梧遠服裝有限公司

攝影師：王廳

Project information——

Project name： WU Menswear Flagship Store

Project location： 1st floor， Topwin Center， Sanlitun， Beijing， China

Design firm： CUN DESIGN

Lead designer： Cui Shu

Participate designers： Lin Mengdan， Yan Mengyao

Design period： from 6 March， 2019 to 1st April， 2019

Opening time： 28 June， 2019

Project area： 150㎡

Project cost： 600，000 Yuan

Main materials： rubble， metal plate， paint finish， mirror

Client： Beijing Wu Yuan Clothing Co.， Ltd.

Photographer： Wang Ting

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