项目名称：衍生-TRONGYEE设计师品牌集合店汕头万象城店铺设计
Project name: TRONGYEE (The Mixc, Shantou)
设计机构：AD ARCHITECTURE∣艾克建筑设计
总设计师：谢培河
Chief designer: Xie Peihe
设计团队：艾克建筑
Design team: AD ARCHITECTURE
项目地点：广东汕头
Location: Shantou, Guangdong
建筑面积：280平方米
Area: 280 square meters
主要材料：艺术漆、地毯、透光膜、金属
Main materials: textured paint, carpet,membrane, metal
设计时间：2021年7月
Start time: July 2021
竣工时间：2021年10月
Completion time: October 2021
摄影师：欧阳云
Photographer: Ouyang Yun
模特：麦麦
Model: Mai Mai
承载品牌战略性提升，打造艺术化的体验场景
Strategic Upgrade of Brand Image, Artistic Experiential Scenes
优秀的商业空间，让品牌主与设计团队得以相辅相成，达到双赢，正如AD艾克建筑与妆衣时尚的合作。
Outstanding commercial space motivates the brand and the design team to reinforce each other for win-win results, which is perfectly demonstrated bythe cooperation between AD ARCHITECTURE and TRONGYEE_FASHIONS.
4年前，AD艾克建筑为妆衣时尚旗下品牌TRONGYEE定制打造的全新门店，让这个在三线城市经营20余年的传统服装品牌，获得了销售与品牌力的全面提升，成为了当地同类商业空间中的标杆项目。
Four years ago, TRONGYEE_FASHIONS, a conventional clothing brand rooted in downtown Shantou for more than two decades,entrusted AD ARCHITECTURE todesign a store for itssub-brandTRONGYEE. Since completion, it has becomealeading fashion store in thelocal market,and has helped the brand to gain agreat leap in both sales andinfluence.
如今伴随品牌的发展，面临再次升级TRONGYEE带着全新的需求找到AD艾克建筑，这次主持设计师谢培河，给出了更为“冒险”的方案.......
This time, based on the client’s new demandsfor upgrading TRONGYEE, AD ARCHITECTUREwas entrusted again toconceive a new retail store. Xie Peihe, the chief designer,gave a more “adventurous” solution for the project.
#01
有把握的“冒险”
Confident adventure
TRONGYEE首店的成功，无疑给汕头的商业带来了全新的启迪，让“设计师品牌服装集合店”的概念走进当地消费者的视野，而新门店的策划，AD艾克建筑则希望，帮助TRONGYEE注入艺术性的品牌元素。
It is unquestionably that the success of TRONGYEE’s first store has brought newinspiration toShantou’sretail sector, andhas helped popularizethe concept of “Designer clothing boutique store”to local consumers.This time,AD ARCHITECTURE hoped to inject new artistic elements into the brandthrough conceiving the new store.
对于新门店的设立，在TRONGYEE主理人璐小姐与设计师谢培河进行首次商议时，给万象城店的定位于品牌由传统商业街区进入商场的一次尝试，采用80平方米小店，低投入的计划。
When Ms. Lu, the director of TRONGYEE, discussed withchiefdesigner Xie Peihe for the first time about the design of the new store, positionedthe storeas an attempt ofthe brand to entershopping mall from traditional commercialstreet, and hoped it to be controlled at 80 square meters with a low investment.
全新门店的策划，决定着品牌未来的位置与方向。在经过对位置周围同类品牌的调研后，设计师大胆提了新思路：“需要拿200平方米以上的店面才有助于一个新品牌站在商场的中心，面对周围对手能强烈的发声。打造一个具有力量的视觉品牌调性，占领市场的同时为TRONGYEE的品牌艺术化战略提供有力的依据。”
The new store’sdesigndetermines the brand’s futureposition and expansion direction. After an in-depth investigation of competing brands around the site, thechiefdesigner boldly proposed that itwas necessary to construct a store with at least 200 square meters to help the brandstand out among other competitors in the mall and it was essential to activate a powerful and appealing visual identity for TRONGYEE to occupy the market and lay a solid foundation forshaping an artisticbrand image.
AD艾克建筑以战略维度思考空间设计，这看似冒险的方案背后，是设计团队多年的设计经验与对市场的敏锐洞察，横向上看到委托人未发现的市场变化，竖向上以专业的设计能力，为品牌打造面向高净值消费者的品牌界面。
AD ARCHITECTURE explored the spatial design strategically. The seemingly adventurousdesign scheme isbased on the design team’s rich experience and keen insight into the market, which captures the market dynamics unknown to the client.With professionalexpertise and skills, the design team created a store image for the brandto attract high-net-worth consumers.
#02
以装置艺术的手法
表达空间
Present the space with art installation expressions
新店确认方向后，AD艾克建筑选择以装置艺术的创作手法，融合当代审美来实践这个280平方米的商业空间。
Afterdeterminingthe designdirection, AD ARCHITECTUREdecided toconstruct this 280 square-meter commercialspaceby applying theexpressions of art installationsand meanwhile incorporating modern aesthetics.
店门形象是商业设计中一个重要的组成部分，它是直接传达给消费者最直观的界面，通常商业设计会通过橱窗来传达品牌调性与风格。
The storefront is an important part of commercial space design as it directly presents the store’s image. Commercial space design usually adopts display windows to convey brand’s identity and style.
