Project:Ms. Paris Bridal Shop 项目名：女神派婚纱礼服店 Location:Shanghai, China 地点：中国·上海 DesignerArchitects: ON 设计方：ONDesignLab 1/4Intro/ 引见 Wedding dresses are often being reflected as the most elegant and beautiful moment of a woman. When that white dress hangs and drapes, the statement of the natural curvature and movement determines a sense of respected sacredness. The complementary dynamics when the dress is being worn to life by a woman, the sight is unforgettable with irreplaceable purity. Therefore, the design of the space, the architecture that resonates with this essence becomes extremely important. As an architectural space, it needs to serve the dresses as a backdrop with tasteful materials and lighting to further enhance the beauty and elegance of a wedding dress. However, how is it possible to achieve this without it being tacky, or even typical? Similar to other branded shops, the client who created this vision of designer wedding dresses platform, was desperate tosearch for a position in the market to deliver a message: own less, live more. 婚纱通常被视为女性最文雅美丽的时辰。当一件白色的衣服挂起来，自然曲率和律动决议了一种圣洁的尊重。特别当女人衣着婚纱时，与之互补的互动性所发出的觉得具有不可替代的纯真度。因而，空间的设计，与这个实质共鸣的架构变得十分重要。作为一个建筑空间，它需求以文雅的资料和照明为背景服饰，以进一步增强婚纱的美丽和文雅。假如过于典型的设计手法，怎样可能完成呢？基于这个信心，发明了这个设计师婚纱礼服平台愿景的客户，盼望地在市场上传达一个信息：担负更少，活得更多。 2/4Brand positioning / 品牌定位 As the first flagship store located in Shanghai, MS Paris is set to deliver one of the most unique visions for a platform that shares designer wedding dresses like noothers. The first thing the architects needed to do is to create a visual language that belongs to the brand, which is abstracted from the subject itself. The visual language of a subtle curvature that signifies the essence of a weddings turns into an architectural statement that softens the polluted corner that of most traditional retail spaces with hard and defined edges of transition. 作为上海第一家旗舰店，女神派将为一个平台提供最无独有偶的视野，分享高端奢华品味的设计师婚纱礼服。设计师需求做的第一件事是创建一个属于品牌的视觉言语，从品牌主体自身抽离出来，使婚纱设计实质的奇妙曲线的视觉言语，变成一个建筑声明，软化了大多数传统批发空间的硬体角落。这些批发空间将会更具有所谓与品牌的互动建筑空间言语。
Every architectural space only needs 1-2 defining moments and visual language. 每个建筑空间只需求1-2个定义时辰和视觉言语。 The importance of architectural language being implemented as part of the architecture will greatly enhance the sense of the brand, in which people will remember by. This abstraction needs to not be literal, but seamlessly transforms as part of the space itself. After that, materials and lighting then be come important considerations as part of the space. If designers set out tobase their concepts on lighting and material and furniture in the beginning of each project, it is more likely to end up like a decorator’s work, rather than that of a designer or architect. To each its own, it’s hard to say which direction is the proper way to apply design concepts, but one thing is certain that everyone will appreciate the design intelligence if comprehended well. 建筑言语作为建筑结构的一部分，它的重要性将大大增强品牌的视觉体验，人们将会记住这种激烈的视觉映像与品牌之间的直接关系。这种抽像不需求文字，而是作为空间自身的一部分中止笼统转换。之后，作为空间的一部分，资料和照明也将成为重要思索要素。假如设计在一开端，就将每个项目初期的照明，资料和家具的概念作为基础，那么更有可能像装饰师的工作而不是设计师或建筑师那样的思想。但是关于每个人来说，很难说哪个方向是应用设计理念的正确措施，但是独一能够肯定的是设计必须在逻辑推理以及研讨基础上的架构下才干成型。过于具象化的表示只会过于俗气与庸俗。
Inspired by the curvature of the wedding dress, the reveal of the corner provides an ease of transition into the next space. 遭到婚纱曲线的启示，角落的露头过渡到下一个空间。 3/4Lighting as means of integration with architectural form and visual merchandising 照明作为与建筑方式和视觉营销相分离的伎俩 Lighting in a retail space is a very crucial element to be considered as part of the design. The Ms. Paris Bridal shop aims to deliver lighting method in anunconventional way in which the lighting is integrated seamlessly into the architectural space. It’s not ideal to deal with retail lighting for the sake of lighting up the whole space with a whole splash of light, because it then degrades the mood and atmosphere of the space. It’s something most people do not understand or do not accept for their understanding of lighting is to only have enough light, but not considering how lighting plays a part of the architectural story. It should be something integrated, rather than just applied. 批发空间照明被以为是设计中十分关键的要素。女神派旗舰店旨在以十分规的方式提供照明方式，照明方式无缝集成到建筑空间中。批发空间灯光并不是以整体明亮度为准就好, 更不是只需照亮商品就足够。光是这样的手法其实只会降低空间的氛围和感受度。这是大多数人不了解或不接受的，由于他们对照明的了解是只需足够的光，但不思索照明如何表演建筑故事的一部分。它应该是集成的东西，而不只是应用。
The movement of the lighting is integrated with the architecture and visual merchandising. 灯光与建筑空间与视觉商品的融合设计呈现 Unlike tradition lighting methods where spot lights are usually used to high light the displayed item, MS Paris shop uses an integrated lighting system to “wash” the displayed dresses in a clean and elegant way. 与传统的照明措施不同，传统的照明措施通常运用聚光灯来突显展示的物品，而女神派商店则运用集成照明系统以更洁净的文雅方式来“洗”亮显现的物品。
The majority of the store design avoids using too much unnecessary lighting such as over exposed down lights or spot lights. Most of the lighting is used in this linear strip integrated together with the arrangement of items and dresses. More importantly, the over all design concept. 整体的商店设计避免运用太多不用要的照明，例如过度暴光的整体灯光或聚光灯。大部分照明用于这种线性方式的灯槽，与物品和礼服的平面展示布置集成在一同。更重要的是整体设计概念融合在一同。 4/4 Conclusion/总结 As an experimental design approach to work with an up coming brand that delivers high-end designer dresses, there are still many challenges and issues to be solved. This problem is due to the fact typical retailer and merchants are still soaked into the idea of the more the merrier. While this concept may work for warehouse design, supermarkets, outlet stores, and other mix of comparatively less luxurious items, it simply can not be feasible if you are carrying high-end designer branded clothing, dresses, or items. The mindset needs to shift from being largely available, to being exclusively selective.This also plays with the idea of affordable luxury, momentary ownership of fashion items, and brand loyalty. The gap between fashion retail and fashion rental is still a blurry are a to be explored, both with retailers, consumers, and designers. If you lose the appreciation or emotional attachment to branded luxury items, what is the purpose of creating an identity for others to value? 作为一个实验设计措施，与行将推出的高端设计师连衣裙的品牌协作，仍有许多应战和问题需求处置。这个问题是由于典型的批发商和商家依旧秉持着传统卖场“多即是多”的想法。固然这个概念可能适用于仓库设计，超级市场，商店，以及其他相对较不奢华的商品组合，但假如作为一个携带高端设计师品牌的服装，连衣裙或物品的品牌平台，这基本就不可行。心态需求从大量可用的角度转向地道的选择性。这也表示了朴素品，时兴品牌的瞬间一切权和品牌忠实度的理念。 时兴批发和时兴租赁之间的差距依旧是批发商，这是消费者和设计师都要探求的含糊区域。假如您失去对品牌朴素品的观赏或情感眷恋，试问品牌发明价值的目的是什么？
The entire design of the store is designed using the classic black and white color palette. 整体主要色系依旧是以经典黑白色打造，但是也运用大量的地道水泥建材来突显现代设计与精品设计的视觉抵触。整体店面设计的线形光源与空间达成了一种律动的调和感。整体店面也不会过于曝光，也不会觉得俗气或是庸俗。
Conceptual Renderings showing the overall lighting concept. Although many may argue it being too cold, gloomy, ordark, but I personally think this can accent the purity of the all-white wedding dresses. I prefer this method of extreme design to combine retail concepts that are different from standardized protocols. After all, despite ofthe retail value and commercialism of what design brings, it’s always positive for a design approach to create a topic of discuss, regardless of it being positive or negative. 这是前期的设计原稿效果图。希望能透过这个图像表白整体灯光的运用概念。固然很多人或许会觉得过于冰冷，黯淡，但是我个人觉得这样才干突显婚纱自身代表的圣洁跟纯真。我个人十分偏好极端设计的手法，而不是普通人认知与等候的方式。即便手法有待增强或是与规范商业空间规范有待磨合，但是这样子的觉得依旧是耳目一新。究竟，设计不就是希望能构成一些话题讨论的价值吗？
本文作者：ONDesignLab 开创人DavidC.Chen。毕业于纽约SVA室内设计学士与宾夕法尼亚大学建筑硕士。曾任职于荷兰UNStudio，英国Zaha Hadia Architets与CHANEL。美国萨凡纳室内设计教授与珠海大学数位建筑设计讲师。经常往复台北，上海与香港。
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