B + K | 美國高端珠寶品牌Âme旗艦店-設計風向

建築師Baranowitz + Kronenberg（B + K）為美國最新的珠寶品牌Âme設計了旗艦店，該品牌以僅使用實驗室生產的鑽石創造新款高級珠寶而自豪。B + K的設計旨在打破並重新定義高端珠寶店的環境。它使客戶在每個接觸點都擁有新的視野；如何展示，參與和探索珠寶。音樂，氣味和觸感都是零售體驗的關鍵要素。

Renowned architects Baranowitz+Kronenberg (B+K) have designed the flagship store for America’s newest jewellery brand Âme that prides itself in creating a new style of fine jewelry using only lab-grown diamonds.B+K’s design for Âme sets out to disrupt and redefine the high-end jewelry store environment. It engages customers with fresh vision at every touch point; how jewelry is presented, engaged and explored. Music, scent, and touch are all key elements in the retail experience.

這種方法與Elinor Avni的願景產生共鳴，他的創意總監旨在通過讓女性穿著自由的高端珠寶，喚起她們的個人風格，從而擺脫傳統。Avni的珠寶設計采用懸掛式膠囊設計，並采用最先進的玻璃材料製成，位於金屬展示架上。每個吊艙都有自己獨特的聲音，由DJ和音樂家Mimi Xu評分，她曾與包括Prada和Marni在內的設計師時裝品牌合作過。

The approach resonates with the vision of Elinor Avni, Âme’s Creative Director who aims to break free from tradition by enabling women to wear high-end jewelry with freedom, evoking their personal style. Avni’s jewelry designs are housed in hanging capsules, and in state of the art glass cloches that sit on metallic display pods.Each pod has its own unique sound scored by DJ and musician Mimi Xu, who has previously worked with designer fashion brands including Prada and Marni.

在空間上，Âme商店被設計為高聳的“單色森林”，使用簡單精致的材料，喚起人們對工藝和手工製品的熱情。

Spatially, the Âme store has been designed as a soaring ‘monochromatic forest’ using earthly materials of refined simplicity that evoke a passion for craft and hand-made objects.

為了進一步提升Âme的設計策略，B + K與Anne Kyyro Quinn合作，沿著商店的牆壁開發3D氈板，這些板材與反光不鏽鋼天花板和後牆相對。整個效果是一個虛幻的深度和高度，增強了Âme的本質。帶有六邊形鋼鑲嵌的微水泥地板作為鋪設商店的畫布。

To further enhance Âme’s design strategy, B+K collaborated with Anne Kyyro Quinn to develop 3D felt panels along the walls of the store which are set against a reflective stainless steel ceiling and back wall. The entire effect is one of an illusionary depth and height that enhances the nature of Âme. A micro cement floor with hexagon-inspired steel inlays serves as the canvas on which the store is laid.

倫敦香水設計師Azzi Glasser為該品牌設計了一款獨特的香水，並成為該店的永久特色。她的願景是捕捉不斷增長的鑽石的精髓，通過它的多麵層次，纏繞著芳香的音符，同時分層協議。香味通過釋放到空氣中的最細的分子來放大奢華的本質。

London-based perfume designer Azzi Glasser has created a unique scent for the brand that forms a permanent feature in the store. Her vision was to capture the essence of the growing diamond, through its faceted layers, entwining the fragrance notes, whilst layering the accords. The scent amplifies the essence of luxury through the finest molecules released into the air.

Âme的劇場零售空間以不同的方式與人的感官連接，呼應了人們在選擇珠寶時的情感聯係；從為高端珠寶領域設計的大膽而非傳統的定位開始，一直延伸到消費者的情感和感官體驗。

Echoing the emotional connection a person feels when choosing a piece of jewellery, Âme’s theatrical retail space connects with human senses in different ways; starting with a bold and unconventional positioning designed for the high-end jewelry segment, and following through into the consumer’s emotional and sensorial experience.

Alon Baranowitz和Irene Kronenberg說：“Âme是同類中的新品種。它不受傳統的影響，它向前推進，並引入新的和下一個的本質，供其他人遵循。我們的設計將高端珠寶零售空間重新定義為自我表達的表演平台，就像生活在21世紀一樣，緊張而多元。通過我們的工作，我們試圖慶祝我們的自然感覺，並重新獲得一些非常基本的人類價值觀，這些價值觀已經被我們所沉浸的虛擬世界稀釋或遺忘了。”

Alon Baranowitz and Irene Kronenberg said:“Âme is a new breed of its kind. Unbound by the weight of tradition, it moves forward and introduces the essence of the new and the next for others to follow.Our design redefines high-end jewelry retail spaces as performative platforms for self-expression which are as intense and multifaceted as living in the 21st century. Through our work we seek to celebrate our natural senses and recapture some very basic human values which have been diluted or forgotten by the virtual world we are immersed in.”