全球設計風向感謝來自 深圳西思貝爾設計事務所 的商業空間項目案例分享：
“了解消費者，以消費者為中心”是近年來零售業內一直探討的話題。以消費者為中心，就離不開談消費者的地理位置和企業所處的位置。
“Understanding consumers, consumer-centric” is a topic that has been discussed in the retail industry in recent years. Consumer-centric, can not be separated from talking about the geographical location of consumers and the location of enterprises.
對於實體零售店鋪來說，“位置”的重要性無須多言。說到“線上”大部分人都會想當然地認為線上零售打破了消費者位置的邊界。然而，在今天現實與網絡世界不斷交織，線上線下零售正在融合的背景下，大衛•貝爾認為位置（地點）依然是影響消費者決策的重要因素。“位置”讓我們從不同角度觸碰與了解消費者，也幫助我們與消費者建立信任關係。
——大衛•貝爾《不可消失的門店》
For brick-and-mortar retail stores, the importance of “location” need not be said. When it comes to “online” most people take it for granted that online retailing breaks the boundaries of consumer location. However, with today’s reality and the online world constantly intertwined and online and offline retailing converging, David Bell believes location remains an important factor in consumer decision-making. Location allows us to touch and understand consumers from different perspectives, and also helps us build trust with consumers.
David Bell’s “The Inalienable Store”
隨著網絡發展，很多人對於實體商業持悲觀態度。但是人類是實體的生物，實際環境氛圍帶給人的感受是無法替代的。
中國零售連鎖百強——嘉榮SPAR超市一直致力於向生活方式體驗的方向創新、探索、轉變，利用網絡和科技創造更吸引人的實體購物場景，為用戶提供更加豐富和多元的購物體驗。
With the development of the network, many people are pessimistic about physical business. But human beings are physical creatures, the actual environment atmosphere to bring people’s feelings is irreplaceable.
Jiarong SPAR Supermarket, China’s top 100 retail chain, is committed to innovation, exploration and transformation in the direction of lifestyle experience, using the Internet and technology to create more attractive physical shopping scenes to provide users with a richer and more diverse shopping experience.
設計願景 Design vision
嘉榮SPAR食品超市東信名苑旗艦店，坐落於中國南海之濱茂名市。設計願景是打造一個可承載企業品牌價值理念（品牌），在地生活方式（位置）及文化積澱（用戶心理）的具有豐富、多元購物體驗場景的全新一代食品超市線下門店。於是以海濱城市傳統生活日常的街道市集（居住、購物方式）、海捕漁獲（工作方式）、榕樹下（休閑社交方式）等在地文化為空間創作底層架構，再植入品牌基因與現代科技的全新、多元的購物體驗場景畫麵逐漸清晰起來……
Jiarong SPAR Food Supermarket East Xinmingyuan flagship store, located in the South China Sea, The City of Maoming. The design vision is to create a brand value concept (brand), in the local lifestyle (location) and cultural accumulation (user psychology) with a rich, diverse shopping experience scene of the new generation of food supermarket offline stores. So to the seaside city traditional life daily street market (residential, shopping mode), sea catch (working way), under the eucalyptus tree (leisure social way) and so on in the local culture for the space to create the underlying structure, and then implanted brand genes and modern technology of the new, multi-faceted shopping experience scene screen gradually clear …
∇ 傳統街市與榕樹下的童年時光
∇ 傳統漁獲
建築與環境 Architecture and the environment
項目地處東信名苑主商業體的底層商鋪（層高達5米），東臨城市主幹道西粵南路，南、西麵臨社區，可視性同可達性均較為理想。
The project is located in the East Xinmingyuan main commercial body of the ground floor shops (layers up to 5 meters), east of the city’s main road west Guangdong South Road, south and west facing the community, visibility and accessibility are more ideal.
平麵布局與空間規劃 Plane layout and spatial planning
從東麵臨城市主幹道的主入口到西麵臨社區的出口，在一條相對較短、U字型的銷售流線上，合理的品類規劃及選品是關鍵要素，但如何製造豐富的空間體驗及場景節點，成為空間設計策略思考的重點，基本策略是：
1、增強空間層次（主入口烘焙區、中部熟食就餐區、南西角休閑食品區及收銀線出口區天花層高設定為2米，與主營區天花層高設定的3.2米形成較大縱向空間落差，創造空間體驗）；
2、空間節點場景化（主入口烘焙區、中部熟食就餐區、南西角休閑食品區及收銀線出口區抽象化傳統海捕漁獲情景再現，鮮肉、熟食區傳統街市情景再現，就餐區火樹銀花回應舊時榕樹下的休閑時光，增強近親感，讓空間、商品與人對話，激發用戶共情與共鳴，進而產生購買欲）。
From the main entrance of the main road facing the city to the exit of the community in the west, in a relatively short, U-shaped sales line, reasonable category planning and selection is the key element, but how to create a rich space experience and scene nodes, become the focus of spatial design strategy thinking, the basic strategy is:
1, enhance the space level (main entrance baking area, central deli dining area, South West Corner leisure food area and cash register line exit area small flower layer height set at 4.2 meters, with the main area small flower layer height set 3.2 meters to form a large vertical space drop, create space experience);
2, space node scene (main entrance baking area, central deli dining area, South West Corner leisure food area and cash register line export area abstract traditional sea catch scene reproduction, fresh meat, deli area traditional market scene reproduction, dining area fire tree silver flower response to the leisure time under the old eucalyptus tree, enhance the sense of close relatives, let space, goods and people dialogue, stimulate the user’s empathy and resonance, and thus produce buying desire).
∇ 空間體塊分析
∇ 空間解構分析
營構氛圍 Camp atmosphere
營構氛圍的理論邏輯是構建空間的記憶，設計完成的三維空間轉換為可傳播的二維圖像，進而使圖像內化成觀者的感動。讓這種感動的唯一性確立，並能構成其無限的想象，鞏固鏈接到受眾群體的文化與曆史中，與他們原有內化圖像記憶形成共鳴，再提純，並升華為一種新的記憶。
The theoretical logic of camp atmosphere is to construct the memory of space, and the three-dimensional space is transformed into a disseminatable two-dimensional image, which in turn makes the image internalized into a viewer’s touch. Let this moving uniqueness establish, and can constitute its infinite imagination, consolidate the culture and history linked to the audience, with their original internalized image memory to resonate, purify, and sublist Huawei a new memory.
入口處醒目的紅色遮陽蓬室外界麵是品牌基因，更激活了喜慶祥和的社區氛圍。
The striking red sunshade outdoor interface at the entrance is a brand gene that activates a festive and peaceful community atmosphere.
賣場整體為暖灰色的中性基調，再配以暖色燈光，使豐富的品類及色彩成為當然的主角。
Store as a whole for the neutral tone of warm gray, and then with warm color lighting, so that a wealth of categories and colors become of course the main character.
主營區的黑色海捕漁網意象的黑色鋼網向實而虛，烘焙區、休閑食品區、收銀區海捕意象的木紋鋁格柵溫暖而有趣。
The black steel mesh of the main area of the black sea fishing net image is solid and virtual, and the wood-print aluminum grille of the baking area, the leisure food area and the cash register area is warm and interesting.
鮮肉區、熟食區、就餐區，鋼、舊船木、木條柵、紅磚結合的具象屋頂有熟悉的味道；主餐區的火樹銀花讓我們憶起老榕樹下的美好童年時光，那點點星光更有網紅的意味。
插畫師劉韋晶老師結合品牌、當地傳統節日、飲食文化設計的趣昧插畫更是年輕人的喜愛。至於那裸露的樓板、梁、柱，實是成本的不必要。當然，一切都需要在情理之中，意料之外……
Fresh meat area, deli area, dining area, steel, old boat wood, wooden grille, red brick combination of the image roof has a familiar taste;
Illustrator Liu Weijing teacher combined with the brand, local traditional festivals, food culture design interesting illustration is a young people’s favorite. As for the exposed floor, beams, columns, it is unnecessary cost. Of course, everything needs to be reasonable, unexpected…
道具計劃與燈光 Prop plans and lights
不同品類多樣的標準道具怎樣呈現出均勻的質感，同不同供應商之間細致有效地溝通，成為我們的日常。做為賣場主體的商品，對不同燈光色溫需求又怎樣呈現出勻質、舒適又突現商品的光環境，精準控製是必要的功課。於是選型、訂製、色溫、光圈大小、照度測算、眩光控製、現場調試，你來我往，近而有了兄弟一般的情誼。
Different categories of standard props how to show a uniform texture, and different suppliers between the detailed and effective communication, become our daily. As the main body of the store merchandise, the demand for different lighting color temperature how to present a uniform, comfortable and emerging commodity light environment, precise control is necessary homework. So the selection, custom, color temperature, aperture size, light measurement, glare control, on-site debugging, you come to me, near and have brotherly friendship.
∇ 精品蔬果&烘焙區立麵圖
∇ 鮮肉區立麵圖
∇ 熟食區立麵圖
零售連鎖線下門店標準化 Retail chain offline store standardization
一張國際化的標準微笑臉龐不是我們的唯一選擇，也許，情感豐富的表情包才是我們的真實需要。要說標準化，我們以為一個有著強烈社會責任感及品牌意識的企業，應注重在地文化，在強調品牌基因的同時植入在地文化。在這個豐富、多元並充滿不確定性的消費市場，“優鮮嘉榮優生活”才是我們未來贏得市場，贏得消費者尊重的唯一標準。
An international standard smile is not our only choice, perhaps, emotionally rich expression package is our real need. To say standardization, we think that a strong sense of social responsibility and brand awareness of enterprises, should pay attention to the local culture, in the emphasis on brand genes at the same time implanted in the local culture. In this rich, diverse and uncertain consumer market, “Yu jiarong excellent life” is our future to win the market, win the respect of consumers the only standard.
∇ 冷凍冷藏區立麵圖
∇ 服務中心立麵圖
後記 Postscript
項目從設計到落地曆時三月（四月至六月），正時國內新冠疫情緊張期，每每想起客戶小食堂當地煮飯阿姨，聽講我們是外地人時那警惕眼神，諸多感慨。
感謝對方案幾乎沒有提出修改意見、在全過程中大力地支持我們工作的甲方，還是施工方、供應商的理解配合，是你們讓我們品嚐到了認真生活的幸福感。再次感謝，合作愉快！
胡勤斌 2020.8.1 於工作室
Project from design to landing lasted three months (April to June), just in time for the domestic new crown outbreak tension period, every time I think of the customer’s small canteen local cooking aunt, listen to us are foreigners when the alert eyes, many feelings.
Thanks to the program almost did not propose amendments, in the whole process to vigorously support our work of Party A, or the construction side, suppliers of understanding and cooperation, is that you let us taste the happiness of a serious life. Thanks again, happy cooperation!
Hu Qinbin 2020.8.1 in the studio.
項目信息
項目名稱：嘉榮SPAR食品超市茂名東信名苑旗艦店
項目類別：零售商業
項目地址：廣東 茂名
項目麵積：1600㎡
項目業主：廣東嘉榮超市
完成時間：2020.07
設計公司：深圳西思貝爾設計事務所
設 計：胡勤斌
協作設計：林家輝 鄧權 張嘉偉
特別鳴謝：廣東嘉榮超市龐劍斌先生及參與過項目的每位
項目攝影：江河攝影
施工單位：廣東越眾裝飾
