Diversified Changes

Elegance Until Eternity

多元趨變，優(yōu)雅永恒

顏值經(jīng)濟(jì)與悅己經(jīng)濟(jì)的持續(xù)增長(zhǎng)下，“美業(yè)年輕化”蔚然成風(fēng)。與之相伴的消費(fèi)升級(jí)、客群迭代、女性消費(fèi)心理變化，如何讓美容會(huì)所抓住市場(chǎng)風(fēng)口，從而提升實(shí)際轉(zhuǎn)化率，成為探討美業(yè)空間設(shè)計(jì)時(shí)的關(guān)鍵問(wèn)題。

As the beauty economy and the self-pleasing economy continue to grow, “become younger through beauty industry” has become a trend. Faced with consumption upgrading, clientele iteration and changes in women consumer psychology, how to make beauty clubs grasp the market, so as to promote actual transformation rate has become a key issue when exploring the design of beauty industry spaces.

縱觀(guān)當(dāng)下設(shè)計(jì)市場(chǎng)，場(chǎng)所體驗(yàn)、空間美學(xué)、氛圍感、沉浸式、藝術(shù)化......諸如此類(lèi)熱詞，總是占據(jù)著行業(yè)認(rèn)知。而究其根本，藏于背后的底層邏輯是什么？

Throughout the current design market, such hot words like venue experience, space aesthetics, atmosphere, immersion-style, and artistry always dominate the industry’s cognition. However, what’s the underlying logic behind them?

在琉璃皝宮的設(shè)計(jì)中，專(zhuān)注研究“新美力”的MOSOM墨森設(shè)計(jì)，跳脫設(shè)計(jì)本身，在“空間即品牌，場(chǎng)景即營(yíng)銷(xiāo)”的策略思維下，將這一命題聚焦于空間美學(xué)與場(chǎng)景情緒、品牌運(yùn)營(yíng)的雙向主線(xiàn)，呈現(xiàn)出美學(xué)、情感價(jià)值與商業(yè)統(tǒng)一的復(fù)合態(tài)空間精品。正如其所言：“多元趨變，優(yōu)雅永恒。面對(duì)本案，設(shè)計(jì)不止是做一個(gè)店，而是要掙脫單一風(fēng)格的束縛，在真實(shí)「品牌營(yíng)銷(xiāo)場(chǎng)」的構(gòu)建中，通過(guò)沉浸式空間情緒的引導(dǎo)與共鳴，達(dá)至不銷(xiāo)而銷(xiāo)的轉(zhuǎn)化成效。”

In the design of Glass Palace Spa, MOSOM DESIGN with a focus on researching “new aesthetic power” has emerged from design itself. It centers on spatial aesthetics and scenario emotions & brand operation under the strategic thinking of “space is brand, scene is marketing”, with efforts made to create a complex quality space that unifies aesthetics, emotional value and commercial integration. As it said, “diversified changes, elegance until eternity. In this case, it not only designs a store, but to break away from the single style constraint. Amid the construction of a true “brand marketing venue”, work is done to achieve the potential effect of promotion without sales by the guidance and resonance of immersion-style spatial emotions.

月下樹(shù)景·氛圍延伸

Trees Under The Moon

Atmosphere Extension

“

空間氛圍感，鏈接精神共鳴，

觸及用戶(hù)情緒錨點(diǎn)，

成就無(wú)形的品牌力。

”

“比起對(duì)美學(xué)的探討，美業(yè)空間設(shè)計(jì)有著更明確的本質(zhì)和目的 —— 盈利。體驗(yàn)經(jīng)濟(jì)的消費(fèi)邏輯下，「目的性消費(fèi)」已變化為「驚喜式體驗(yàn)」，氛圍造景成為傳遞品牌內(nèi)涵的生動(dòng)方式。”漫步于此，月下樹(shù)景、侘寂枯木、蒼翠苔蘚，繪寫(xiě)為幽靜詩(shī)意的東方畫(huà)面。對(duì)于商業(yè)轉(zhuǎn)化而言，這是一種融于景寄于情的言說(shuō)，是一種無(wú)形的品牌吸引力。

experience economy, purpose-centered consumption has turned into surprise-style experience, while atmospheric landscaping has become a vivid way to express brand connotation.” Roaming here, the moonlit tree, wabi-sabi dead wood and green moss paint a tranquil and poetic picture of the East. For commercial transformation, this is the way to convey emotions via scenes and an invisible brand appeal.

匹配目標(biāo)客群對(duì)功能、品位、審美、精神的高標(biāo)準(zhǔn)，休閑區(qū)設(shè)計(jì)亦有十足考究。濃淡相宜的東方清韻，輔以氤氳的柔和燈光、細(xì)膩高級(jí)的深棕木質(zhì)感，令優(yōu)雅、舒愜、雅靜之感流淌其間。

The leisure area is exquisitely designed to meet the high standards of function, taste, aesthetics and spirit of targeted clients. The appropriate oriental charm, combined with soft light and delicate, textured dark brown wood, make the room elegant, comfortable and tranquil.

由表及里，鋪墊情境。對(duì)于MOSOM墨森設(shè)計(jì)而言，這一特定的場(chǎng)域氛圍，不僅為消費(fèi)客群帶來(lái)其渴求的放松、治愈、精神享受，更在與客戶(hù)建立忠誠(chéng)度的過(guò)程中，觸及其背后的流量與實(shí)際轉(zhuǎn)化。

Pave the way from the surface to the context. For MOSOM DESIGN, this specific venue atmosphere not only brings the relaxation, healing and spiritual enjoyment that consumers desire, but also gains the popularity behind it and achieve actual economic transformation in the process of building loyalty with the clients.

正如設(shè)計(jì)師所說(shuō)：“空間成為怎樣的場(chǎng)景，取決于要為顧客創(chuàng)造怎樣的體驗(yàn)。我們希望這里并非是極盡奢華的外在昭示，而是真實(shí)呼應(yīng)人在美容院所產(chǎn)生的特定情感需求，這也是提升美業(yè)品牌親密度并保持黏性的本質(zhì)?！?/p>

As the designer said, "The kind of scene the space becomes depends on the kind of experience to be created for the clients. We expect that this location will be able to truly address people's unique emotional needs rather than simply be an outward display of excessive luxury. This is the key to increase intimacy and keep the stickiness of the beauty industry brand.”

這一邏輯下，突破固有的條條框框，以情緒的預(yù)設(shè)，推導(dǎo)空間的形式、節(jié)奏的遞進(jìn)、一隅一景的美，成為了設(shè)計(jì)師最大的考量。這般空間畫(huà)面正如《陰翳禮贊》中所描繪的那樣，“在暗淡含蓄的陰翳之下，一切都被籠罩在柔和的溫情之中......滋生出‘萬(wàn)物皆有神靈’的美感?！闭婵芍^“悠悠情趣，難于言喻”。

Breaking through the fixed rules with this logic, to deduce the form of space, the progression of rhythm and the beauty of each scene with emotional preset has become the designer’s greatest consideration. The spatial scene is just as described in In Praise of Shadows, “under the dark and subtle shadows, everything is enveloped in a gentle warmth. A sense of “all things are divine” is born. It’s truly leisurely interest that is difficult to describe.”

“與此同時(shí)，我們深信，在塑造一個(gè)好的空間之余，空間也會(huì)塑造人。這一過(guò)程中，我們藏在設(shè)計(jì)里的目的，即是在由氛圍及感知的觸達(dá)中，激發(fā)每一位步入其中的顧客產(chǎn)生心理變化，抵達(dá)與消費(fèi)行為的聯(lián)結(jié)?！?/p>

“At the same time, we firmly believe that in shaping a good space, space will also shape the person. During the process, the purpose we hidden in the design is to stimulate the psychological change of each customer who enters it, linking the consumer behaviour in the midst of touching atmosphere and the perception.”

筑造藝術(shù)·精琢生活

Refining life with art?

“

藝術(shù)的使命

在于讓美業(yè)空間成為

對(duì)生活方式的詮釋

”

“保養(yǎng)、變美、變年輕，只是美容會(huì)所的表象。向內(nèi)溯源，其本質(zhì)來(lái)自于人們對(duì)健康高級(jí)生活方式的追求?！痹谶@里，無(wú)論是當(dāng)代的東方意境，還是精于細(xì)節(jié)的材質(zhì)表達(dá)，均是為了精琢與客戶(hù)匹配的生活質(zhì)感。在這之下，筑就藝術(shù)的意義，突破表面敘事，形成源于生活的共振。

"To become beautiful and younger via maintenance is just the surface of the beauty club. Going back inwards, its essence comes from the pursuit of a healthy and advanced lifestyle." Here, both the contemporary oriental mood and the material expressions refined in detail are designed to create a quality life that matches the clients’. Beneath this, the meaning of art is to break through the surface to form a resonance born of life.

格柵、墻面肌理、悠悠淡光迎面而來(lái)，人們瞬間便被Spa空間釋放出的安適舒愜之感包裹。“在生活方式的營(yíng)造中，體驗(yàn)與感受，作為一種不可忽視的力量，總是在影響著人們的決策，并直擊人心?！?/p>

Faced with the grille, textured wall and soft light, people will be instantly wrapped up in the sense of comfort and ease released by the Spa space. " In the creation of lifestyles, experience and feeling as the non-negligible force are always influencing people’s decisions and striking at the heart."

看，層層光影浮動(dòng)；觸，帶來(lái)柔軟與放松；嗅，感知鼻尖傳來(lái)的陣陣精油香氣。在環(huán)境的營(yíng)造中，所有設(shè)計(jì)的出發(fā)點(diǎn)，均以一種接近無(wú)限親切感的方式，調(diào)動(dòng)著人的五感六覺(jué)，訴說(shuō)著人于其間的沉浸式體驗(yàn)。

What you see are floating layers of light and shadow, what you feel are softness and relaxation, and what you smell is the aroma of essential oils wafting from nose. In the creation of the environment, all the design strive to mobilize visitor’s senses and deliver immersive experience, in a way with infinite sense of intimacy.

躺在舒適的床上，人的身體盡然放松下來(lái)。一幅簡(jiǎn)雅色彩的藝術(shù)版畫(huà)掛置于墻壁，讓隨之映入眼簾的畫(huà)面，也變得簡(jiǎn)約而高級(jí)。

Lying on a comfortable bed, one's body will relax as much as possible. A simple, elegantly coloured art print hangs on the wall, making the ensuing image simple and advanced.

在喧鬧的都市，這里猶如一座安放生活的島嶼。碳灰色的墻壁、深棕的原木、搖曳的燭光，正是這些樸拙而素雅的物件，圍合出歸于本真的狀態(tài)，令人感知身心的徹底放松。

In the hustle and bustle of the city, this place is like an island where life is at rest. It’s such simple and elegant objects like carbon grey walls, dark brown woods and waving candlelight that convey the true state of life and make people mentally relaxing.

循一場(chǎng)華美動(dòng)人的琉璃光影走過(guò)，朦朧昏暗的筆觸間，是燭光熠熠，連綴著雕花水晶的流動(dòng)時(shí)光感，勾勒藝術(shù)情境，更喚起情緒。

In the hazy and dim environment, a flowing sense of time will be radiated by the shimmering candlelight and sculpted crystals, when following the gorgeous glazed light and shadow. Therefore, an artistic mood is created and emotions evoked.

DESIGN POSTSCRIPT

· 設(shè)計(jì)后記 ·

如何應(yīng)對(duì)客戶(hù)的需求？這是所有設(shè)計(jì)者亟需思考的問(wèn)題?；趯?duì)市場(chǎng)、人群與空間的精準(zhǔn)分析，MOSOM墨森設(shè)計(jì)則對(duì)這個(gè)問(wèn)題有自己的見(jiàn)解。在新消費(fèi)時(shí)代的今天，其應(yīng)對(duì)方式簡(jiǎn)單而直接 —— 洞悉體驗(yàn)者情緒，創(chuàng)造特定場(chǎng)景，激活品牌價(jià)值。

How to respond to clients’ needs? This is a question that all designers need to think about. Based on a precise analysis of the market, the people and the space, MOSOM DESIGN has its own insight on this question. In the new consumer era, the method is simple and straightforward - to understand the emotions of the experiencer, create specific scenarios and activate brand values.?

正如在琉璃皝宮中，回歸“空間即品牌，場(chǎng)景即營(yíng)銷(xiāo)”的前端策略，其將空間視為銷(xiāo)售行為的觸點(diǎn)。在多元而優(yōu)雅的藝術(shù)營(yíng)造下，他們勾勒美學(xué)，卻不僅限于此，而是將對(duì)空間的營(yíng)造，轉(zhuǎn)化為對(duì)用戶(hù)心理、身心體驗(yàn)、生活方式的詮釋。最終在商業(yè)穿透力與成本可控的前提下，這里作為一處生活美學(xué)治愈系坐標(biāo)，深刻打動(dòng)著消費(fèi)客群，驅(qū)動(dòng)實(shí)際的盈利轉(zhuǎn)化。

As in the Glass Palace Spa, MOSOM DESIGN returns to the front-end strategy of "space is brand, scene is marketing", and regards space as a touch point for sales behaviour. With a diverse and elegant artistic approach, it creates an aesthetic that goes beyond that, transforming the creation of space into an interpretation of the user's psychology, physical and mental experience and lifestyle. In the end, under the premise of commercial penetration and cost control, the place serves as a healing coordinate of life aesthetics, deeply moving the consumers and driving the actual profit transformation.

琉璃皝宮平面圖 Glass Palace Spa Plan

項(xiàng)目名稱(chēng) | 琉璃皝宮

Project Name |?Glass Palace Spa

項(xiàng)目地址 |?中國(guó)·廣州

Project Address |?Guangzhou, China

項(xiàng)目面積 |?320㎡

Project Area |?320㎡

設(shè)計(jì)單位 |?MOSOM墨森設(shè)計(jì)

Design firm |?MOSOM DESIGN

設(shè)計(jì)總監(jiān) |?金柊辰

Design Director |?Zhongchen Jin

設(shè)計(jì)團(tuán)隊(duì) |?秀婷，郭仕豪，崔崔

Design team |?Xiu?Ting, Guo Shihao, Cui Cui

項(xiàng)目攝影 |?瀚默視覺(jué)

Photography | Hanmo Vision

MOSOM墨森設(shè)計(jì)由知名設(shè)計(jì)師金柊辰創(chuàng)立于深圳，立足國(guó)際視野，專(zhuān)注研究“新美力”，致力于美業(yè)會(huì)所、豪宅與辦公的專(zhuān)業(yè)化設(shè)計(jì)，為客戶(hù)提供美業(yè)商業(yè)顧問(wèn)、空間設(shè)計(jì)、燈光設(shè)計(jì)、軟裝設(shè)計(jì)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(lái)，基于對(duì)泛美業(yè)的全方位深入洞察、研究與實(shí)踐，MOSOM墨森設(shè)計(jì)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(chǎng)景即營(yíng)銷(xiāo)”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(jì)之外的附加值而不斷創(chuàng)造。在設(shè)計(jì)中，我們橫向考量客戶(hù)的投入成本與回報(bào)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(yíng)等因素，將空間從嚴(yán)密的整體拆解為有機(jī)的個(gè)體，整合上下游資源并有效縮短從概念設(shè)計(jì)到商業(yè)落地之間的節(jié)點(diǎn)，促進(jìn)回報(bào)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(jià)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.

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