隨著新時代女性獨(dú)立意識的崛起，在追求自我的過程中，從容自信、不被定義、活出光芒等詞語，愈來愈為人們所強(qiáng)調(diào)。相伴于此，以悅己為需求的她經(jīng)濟(jì)，更催生了當(dāng)下美體美膚產(chǎn)業(yè)的快速崛起。赫本秀HBbeauty，作為創(chuàng)立于深圳的知名美業(yè)品牌，專注于成就女性的美麗人生，賦予顧客【自然、健康、內(nèi)在】的極致享受，其第三家千平旗艦店由MOSOM墨森設(shè)計傾力擔(dān)綱。

With the rise of women's independence in the new era, words such as “ease?and confidence”, “undefined”?and “l(fā)ive sparkling” are increasingly emphasized in the process of?self-pursuit.?Besides, the she economy with self-pleasing as its demand has all the more contributed to the rapid rise of the beauty industry. As a renowned beauty brand founded in Shenzhen, HBbeauty?strives to give women a beautiful life and a natural, healthy and inner pleasure. It’s third 1,000 sq.m. flagship store is designed by MOSOM DESIGN.

作為泛美業(yè)領(lǐng)域的設(shè)計的佼佼者，深刻洞悉此點(diǎn)的MOSOM墨森設(shè)計致力于通過“新美力”的專業(yè)賦能，解鎖市場所需。以場景設(shè)計介入商業(yè)運(yùn)營模式，其一面挖掘空間之于消費(fèi)者的情緒感染力；一面通過場景互動的流量，輔助商業(yè)價值的可持續(xù)變現(xiàn)。

As a leading design firm in the pan-beauty sector, MOSOM DESIGN, with its keen insight, works to unlock the market demands through its “new aesthetic power”. By integrating scene design into the business operation mode, it attempts to dig out the space’s emotional appeal to customers. On the other hand, it supports the sustainable growth of business value via the traffic of scene interaction.

在其受邀擔(dān)綱的赫本秀HBbeauty一案中，設(shè)計便很好地將這兩點(diǎn)平衡 —— 沉浸式的共鳴體驗(yàn)與可持續(xù)的商業(yè)穿透力?！捌放婆c空間相輔相成。在此，空間某種意義上以建筑解構(gòu)、光影塑造、空間材質(zhì)、陳列規(guī)劃等形式開啟了體驗(yàn)的張力及節(jié)奏。沿著這些精心布局的'線索'，我們力圖營造的是一場共享之旅，以及從情緒價值的賦予至不銷而銷的潛在效果?！盡OSOM墨森設(shè)計詮釋道。

In HBbeauty, a great balance has been achieved between an immersive resonance experience and the sustainable business impact. “The Brand and?the space complement each other.?Here, the space has radiated its tension and rhythm through architectural deconstruction, light and shadow shaping, spatial materials, display and layout. With these exquisitely crafted details, we aim to create a shared journey and achieve a potential effect from emotional value to sales without advertising”, says MOSOM DESIGN.

如何在沉浸式體驗(yàn)中喚起顧客的持續(xù)吸引力，是MOSOM墨森設(shè)計在本案中力圖實(shí)現(xiàn)的重點(diǎn)?！罢嬲秊榭臻g體驗(yàn)感負(fù)責(zé)的不止是審美表象，隨著時間推移，消費(fèi)者在空間中所感知到的，多元延展的優(yōu)雅意境、深刻入心的情感記憶，才是一種長久的體驗(yàn)?！?/p>

How to evoke the lasting appeal of customers in an immersive experience is the key point MOSOM DESIGN strives to achieve in this case. “Beyond aesthetics, it is the multifaceted elegance and deep emotional memory consumers perceive in the space that create a lasting experience?over time.”

▲ 朗香教堂

▲ 赫本秀

由此，落筆場域氛圍的營造，設(shè)計師以建筑美學(xué)為基底，取意于柯布西耶的朗香教堂。獨(dú)特的架構(gòu)形式，突破傳統(tǒng)平鋪直敘的塊面，以不規(guī)則的墻體形態(tài)與洞口切割形式展開，指向于人對空間的深層探索。

Therefore, the designers draw inspiration from the La Chapelle de Ronchamp by Le Corbusier to create the field’s ambience. The unique architectural form, with its irregular walls and hole cutting, breaks with the conventional flat and linear blocks, encouraging people to explore the space in depth.

將空間交給觀者探索，在人與場所的鏈接中，令其間的美感逐漸顯現(xiàn)，是設(shè)計師在此透過建筑藝著力表達(dá)的。光束散落、越過層隙、落影于內(nèi)，緩緩映現(xiàn)出教堂般的室內(nèi)構(gòu)造，人穿行其中，頓感一種無聲的儀式。

The space is left to the viewer to explore the?beauty through the art of architecture. The interior of the structure that resembles a church is gradually mirrored by dispersed?light beams that pass?through gaps and fall inside. This will give?people a sense of silent ritual as they?walk through it.

順延巧妙設(shè)置的空間動線，在進(jìn)入正廳的廊道處，設(shè)計師以遞進(jìn)式的空間結(jié)構(gòu)，搭建優(yōu)美的建筑旋律。當(dāng)觀者步入于此，刻意拉低的天花距離，將其包裹在一片新奇秩序與私密感中。猶如劇本中的轉(zhuǎn)場，從門外到店內(nèi)的轉(zhuǎn)換，于無形間牽引著顧客的注意力，一場精心編織的“故事”就這樣悄然開啟。

Following the spatial motion line, the designers have created a wonderful architectural melody?at the corridor of the hall with a progressive space structure. As the viewers?enter, the deliberately low ceiling distance wraps them in a sense of novelty, order and privacy. The transition from the the store’s outside to the inside is like a scene?change?in a play, invisibly drawing the customer's attention. Thus,?the expertly constructed "story" starts out subtly.

“光影與建筑的穿插、體塊與結(jié)構(gòu)的組合是關(guān)鍵設(shè)計邏輯?！比鞘浇Y(jié)構(gòu)與垂直光線的建立，向外滋生出嚴(yán)肅的莊嚴(yán)感?！白哌M(jìn)這里時，人們可能最先產(chǎn)生好奇，進(jìn)而是理解與欣賞，這便是隱藏在設(shè)計語言背后的情感序列?！?/p>

"The interplay of light and shadow with the building and the combination of blocks?and structure is the key design logic." The triangular structure and vertical light exude?a sense of solemnity outwards. "Once inside, visitors could initially feel curious, then understood and appreciated.?This?is the emotional sequence hidden behind the design language."

停留于消費(fèi)者印象中的品牌調(diào)性如何精準(zhǔn)傳遞？“高雅、純粹與隱含的震懾力是我們想要賦予空間的性格。”從純粹的清水混凝土、木藝材質(zhì)、隔墻排列的座椅秩序，到占據(jù)視覺中心的火燒木裝置，設(shè)計對氛圍感的營造，貫穿著對尺度、色彩、畫面的多維考量，每一個獨(dú)特的元素，皆是一個打動人心的要點(diǎn)。

How to precisely express?the brand tone that stays in the consumer's mind? "Elegance, purity and implied shock are the character we wanted to give to the space." From the pure fair-faced concrete, the wooden materials, the orderly?seating arranged on the partition walls, to the flamed wood installation that dominates the visual centre,?multi?aspects like scale, colour and image?have been taken into account for atmosphere creation. By doing so, each unique element is a?key?point that strikes a chord.

“進(jìn)一步講，建筑空間的設(shè)計貫穿著隱性的節(jié)奏感，我們有意規(guī)避額外的裝飾，轉(zhuǎn)而令細(xì)節(jié)經(jīng)得起品味，于無形中傳遞至身心，喚起消費(fèi)者的深刻共鳴?！?/p>

"Furthermore, there is an implicit sense of rhythm that runs through the design of the architectural spaces.?We have deliberately avoided extra decoration?in favour of details that stand up to taste. This will be invisibly conveyed to the consumes’?mind and body, evoking a deep sense of empathy?among them."

在MOSOM墨森設(shè)計的筆下，空間的設(shè)計即是一場通達(dá)感物的編排。環(huán)伺四周，拱形門、靈動的樓梯弧線形態(tài)與原本直線條建筑的對撞，形成一支韻律回旋的“復(fù)調(diào)”，在豐富層次之余，潤物細(xì)無聲地勾勒著節(jié)奏，令觀者漫漫感受時光的悠揚(yáng)曲調(diào)。

According to MOSOM, the space's design allows access to the objects. Looking around, the arched doors?and?the curve staircase?collide with?the original straight lines of the building, thus developing a?rhythmic "polyphony". While enriching the layers?and the rhythms, it makes?the viewers?feel the melodious tune of time.

就這樣，跟隨設(shè)計的指引，空間的營造為體驗(yàn)者開啟了日常生活之外的另一扇門。這一超越時間的意境感，正是在“空間即品牌，場景即營銷”的前置策略下，激活品牌附加值的重要方式。

In this way, following the design guidelines, the space is created to open another door for the experiencer?beyond everyday life.?Based on?the "space as brand, scene as marketing" strategy, this feeling of context that transcends time is a key way to activate the added value of the brand.

蜿蜒的弧線形態(tài)背后，從技法上講是一種緩慢的協(xié)調(diào)、過渡。而從感官的塑造上看，弧線的背后，是變化，是生命力，向外傳遞著靈動的身心態(tài)度，而這也正道出品牌想要賦予消費(fèi)者的體驗(yàn)內(nèi)涵 —— 自在享受、悅己健康。

Behind the winding?curved form is a slow coordination?and?transition?technically. But?in terms of sensory shaping, behind the curve is change and vitality, conveying a dynamic attitude of mind and body?outwardly. This is exactly the experience that the brand wishes?to provide?to?its?consumers - to have fun?and?stay?healthy.

對于線下商業(yè)品牌而言，體驗(yàn)空間的營造，為其提供著重要的生長養(yǎng)分。正如MOSOM墨森設(shè)計一貫在泛美業(yè)空間設(shè)計中所傳達(dá)的 ——?空間即屬于品牌識別度的一部分，它將場景體驗(yàn)背后的流量、記憶，導(dǎo)入商業(yè)的長續(xù)經(jīng)營中。

For offline commercial brands, creating?experience spaces is crucial to its brand?growth. As MOSOM DESIGN has consistently stated in its pan-beauty space design?- as?part of the brand identity, the space integrates?the traffic?and memory behind the scene experience into the long-term operation of the business.

從固定的空間范式與場景概念中跳脫出來，在赫本秀HBbeauty中，一種解構(gòu)主義的建筑美學(xué)、一場建立在五感六覺之上的身心體驗(yàn)，不再止于表層的美感，而是將其真實(shí)地轉(zhuǎn)向于精神內(nèi)核，隱含在人與空間關(guān)系中的商業(yè)轉(zhuǎn)化上，從而建立起消費(fèi)者與品牌的深度共鳴。

HBbeauty has emerged from the fixed space paradigm?and scene concept, transcending deconstructed architectural aesthetics and a physical and mental experience. Instead, it has focused on the spiritual core, which is implied in the commercial transformation?of the relationship between people and place, so as to?build a deep empathy between consumers and the brand.

MOSOM墨森設(shè)計由知名設(shè)計師?柊?創(chuàng)立于深圳，立足國際視野，專注研究“新美力”，致力于美業(yè)會所、豪宅與辦公的專業(yè)化設(shè)計，為客戶提供美業(yè)商業(yè)顧問、空間設(shè)計、燈光設(shè)計、軟裝設(shè)計等一體化解決方案。

Founded in Shenzhen by the famous designer Mr. Zhongchen Jin with a global outlook, MOSOM DESIGN specializes in researching “new aesthetic power”. Engaged in the professional design of beauty clubs,luxury housing and offices, it strives to provide clients with integrated solutions like business consultant in beauty industry, space design, lighting design and soft decoration design.

多年來，基于對泛美業(yè)的全方位深入洞察、研究與實(shí)踐，MOSOM墨森設(shè)計提出“多元趨變，優(yōu)雅永恒”的核心理念，發(fā)揮“空間即品牌，場景即營銷”的前端策略思維，聚焦商業(yè)的高頻認(rèn)知與高效變現(xiàn)，為設(shè)計之外的附加值而不斷創(chuàng)造。在設(shè)計中，我們橫向考量客戶的投入成本與回報周期，縱深剖析建筑結(jié)構(gòu)、材質(zhì)美學(xué)、業(yè)態(tài)邏輯、商業(yè)坪效、品牌運(yùn)營等因素，將空間從嚴(yán)密的整體拆解為有機(jī)的個體，整合上下游資源并有效縮短從概念設(shè)計到商業(yè)落地之間的節(jié)點(diǎn)，促進(jìn)回報效率與商業(yè)產(chǎn)值的最大化，最終呈現(xiàn)出功能、美學(xué)與情感價值統(tǒng)一的復(fù)合態(tài)空間精品 —— 風(fēng)格多元、氣質(zhì)優(yōu)雅。

Over the years, based on the all-round in-depth insight, research and practice of pan-beauty industry, MOSOM DESIGN has put forward the core concept of “diversified change, elegance until eternity”, and given play to the front-end strategy thinking of “space is brand, scene is marketing” with a focus on the high-frequency cognition and efficient realization of business. With these efforts, the value-added beyond design is constantly being created. In the design, we consider the input cost and return cycle of clients horizontally, while analyzing architectural structure, material aesthetics, business logic, commercial economic benefits and brand operation vertically. Efforts have been made to turn a strict whole into organic units, integrate upstream and downstream resources and effectively shorten the nod from conceptual design to commercial landing. This is how we maximize return efficiency and business output value, finally presenting a quality complex space that combine function, aesthetics and emotional value -- with diversified styles and elegant demeanor.

廣州·琉璃皝宮

AEVUM SPA 深圳·萬象食家店

AEVUM SPA 深圳·小徑灣店

JOYCE BY AEVUM 深圳·卓悅中心店

JOYCE?BY?AEVUM?深圳·萬象天地二店

以實(shí)現(xiàn)城市品質(zhì)人居生活為出發(fā)點(diǎn)，「DESIGN TRENDS設(shè)計趨勢」以設(shè)計為鏈接，發(fā)現(xiàn)趨勢、探索產(chǎn)品力，贊頌中國好設(shè)計。

我們堅持設(shè)計的人文理想，定義在地產(chǎn)、設(shè)計與大家居領(lǐng)域，以全球化視野挖掘商業(yè)環(huán)境，以專業(yè)的設(shè)計產(chǎn)品力邏輯來經(jīng)營該平臺。我們鼓勵推陳出新的研發(fā)，真正為人居環(huán)境提供優(yōu)秀的解決方案；我們關(guān)注在設(shè)計領(lǐng)域鉆研與精耕的人物，讓專業(yè)者輸出有價值的觀點(diǎn)；我們報道優(yōu)秀的地產(chǎn)產(chǎn)品體系、建筑設(shè)計、景觀設(shè)計、室內(nèi)與軟裝設(shè)計作品。

# 策劃

總編 / Melody

產(chǎn)品總監(jiān) / Jeff?

華南主編 / Nina Fang

作品授權(quán)：MOSOM墨森設(shè)計

轉(zhuǎn)載需知：作品由MOSOM墨森設(shè)計委托大道恒美品牌管理進(jìn)行內(nèi)容策劃及傳播，為原創(chuàng)作品，如需轉(zhuǎn)載，請聯(lián)系我們。