MOD | 新加坡Durasport性能驅動零售店-設計風向

MOD設計的一家“卓越性能”的零售商店於2019年4月在星耀樟宜開業，店鋪名為“Durasport”，共183平米。以沉浸式體驗、未來主義和研發實驗室環境為特點，為運動愛好者們在購買服裝和設備前提供了充分的體驗。MOD參與了產品的挑選，包括世界上最輕的自行車，高溫塑形的定製自行車鞋，減少阻力的潛水服，可調高度的滑雪鞋可以靈活適應艱苦的上坡和陡峭的下坡滑行，可以提高速度的浮潛呼吸裝置。

MOD has completed a 183sqm ‘ultra-performance’ retail store, named “Durasport” in Jewel Changi Airport. Featuring an immersive, futuristic and R&D lab environment for sports enthusiasts to try out the sportswear and equipment before buying them, the products were co-curated by MOD, and include the world’s lightest racing bicycle, heat-moldable customized cycling shoes, wet suits which minimize stretch resistance, adjustable alpine ski boots suitable for scaling uphill slopes as well as downhill skiing and a power breather for swimmers which enhances lap times.

在新加坡這樣成熟的市場，網上購物十分普遍，而且不乏成熟的綜合品牌體育用品商店，當團隊的客戶聯係他們創建DURASPORT，一個體育零售品牌和它的旗艦店的時候，他們不得不問自己這個問題。

In a mature market like Singapore where online shopping is prevalent and there is no shortage of established multi-label sports stores; we had to ask ourselves this question when approached by our client to create DURASPORT, a sports retail brand and its flagship store.

首先，團隊通過對體育用品市場以及客戶現有品牌和產品庫存的廣泛分析，對品牌進行了定位。根據獲得的信息，縮小了範圍，最終確定了一個目前仍相對未開發的細分市場：追求“卓越性能”運動員和體育愛好者。一旦這些重要的定位和品牌決策確定下來，就成為了項目的“北極星”，指導並應用於下遊品牌和產品的選擇，用戶的購物體驗，空間規劃，三維形式的探索，材料和燈光的選擇，展示係統設計，品牌名稱，標誌和打印品，總體的視覺可識別性。

Foundationally, we began by honing the positioning of the brand through an extensive analysis of the sporting goods market as well as our client’s existing brand and product inventory. From the information gained, we narrowed down and eventually identified a market segment that at present remains relatively untapped: the ‘ultra-performance’ athlete & sporting enthusiast. Once these critical positioning and brand decisions were made, they became the project’s “North Star”, referred to and applied downstream to the choice of brands and products to carry, user experience journey, spatial planning, 3D form exploration, material and lighting selection, display system design, brand name, logo and collaterals, and overarching visual identity.

店內體驗的關鍵是三個階段的零售策略，使顧客“興奮、沉浸和（隨後）信任”。任何新進入市場的品牌，為了吸引人流，店麵設計必須使人興奮。Durasport的立麵不僅像傳統店麵擁有大型展示櫥窗，而且猶如在動態運動一般，向顧客傳遞一種活躍的，超高性能的體育活動的感覺。技術上，作為空間的主要材料，高品質不鏽鋼的使用極有規律，並與其他材料緊密結合：有意識的參考典型研發實驗室的環境，模擬商店創新和高新能的產品研發的環境。

Key to the in-store experience is a 3-stage retail strategy to ‘excite, immerse and (subsequently) convince’ the customer.To draw foot traffic for any new-to-market brand, the storefront design has to excite. Conceived to be more than a typical retail frontage with large display windows, Durasport’s facade is instead designed to appear as if in dynamic motion, conveying a sense of active, ultra-high performance sporting activities.Tectonically, high-grade stainless steel is used in a disciplined and cohesive manner as the primary spatial material: an intentional reference to the typical laboratory R&D (research & development) environment in which the store’s innovative and high performance products would have been developed.

商品是由MOD和客戶一起挑選的，包括世界上第一輛石墨烯的自行車（即一種比碳輕，強度是鐵200倍的材料，英國Dassi製造），高溫塑形的定製自行車鞋（DL KILLER, Italy），減少阻力的潛水服（Zone3, UK），可調高度的滑雪鞋可以靈活適應艱苦的上坡和陡峭的下坡滑行（DYNAFIT, Italy），可以提高速度的浮潛呼吸裝置（Ameo, Germany）。接下來，為了使顧客沉浸在產品的體驗中，引導顧客參與到相關的親身體驗中來。高度的私人定製和細節展示單元介紹了所選產品的獨特性，並且通過“剖析”這些產品，對它們進行測試，或是提供產品構造的X射線視圖，使顧客對產品進行全麵的了解。

Products were co-curated by MOD and the client, and include the world’s first graphene bicycle (i.e. a form of carbon that’s lighter than paper but 200 times stronger than steel, by Dassi, UK), heat-mouldable customized cycling shoes (DL KILLER, Italy), wet suits which minimize stretch resistance (Zone3, UK), adjustable alpine ski boots that provide flexibility for scaling uphill slopes and rigidity for downhill skiing (DYNAFIT, Italy) and a power breather for swimmers (Ameo, Germany) which enhances lap times.

在此基礎上，為自行車手、滑雪者、攀岩者和鐵人三項運動員設計了獨特的體驗區，讓顧客可以對運動服或者設備進行試穿或者測試。在模擬運動器械的幫助下，顧客可以進行真實的體驗，對產品進行全方位的了解，信任這些產品可以幫助他們提高運動水平。為展示Durasport4個主要體育項目產品，特別設計的量身定做的展示係統，可以根據產品和尺寸的需要進行靈活的擴展。貨架，壁架或者掛鉤與展示牆相結合，並且有一體化的LED照明係統。

Building on this, distinctively designed hands-on experiential zones for cyclists, skiers, climbers and triathletes, allow customers to sample and test the sportswear or equipment. Aided by machines that simulate the activity they were designed for, this provides them with a visceral experience to cap off their knowledge of the product and to convince them of how it would help them up their game.

除了Durasport的整體品牌體驗，MOD還構思了品牌名稱，並設計了標誌和打印品，如手提袋、名片、信紙、信封和內部標牌，以反映該品牌的核心品質:活力、創新和超高的運動性能。

Rounding off Durasport’s holistic brand experience, MOD has also conceived the brand name, and designed the logo and collaterals such as the carrier bags, name cards, letterheads, envelopes, and internal signage to reflect the brand’s essential qualities: dynamism, innovation and ultra-high sporting performance.