九年前，蕉下憑借一款主打“防曬功效”的雙層小黑傘成名，而今，其產品線延伸到戶外防曬全品類，成長為覆蓋全品類的戶外生活方式品牌。
Nine years ago, Beneunder made its name with small double-decker black umbrellas for “sun protection”. Today, its product line has expanded to full outdoor sun protection category, developing into a full-range outdoor lifestyle brand.
2022年，由UND主導設計的第四代店麵形象係統,以“妙享戶外”為主題,打造戶外生活美學，為現代都市人提供生活的靈感。
In 2022, the fourth generation of the store image system led by UND, with the theme of “Enjoy the Outdoors”, creates outdoor life aesthetics with life inspiration for modern urbanites.
品牌調性的空間轉譯：
1.提高品牌辨識度，把戶外的美好帶進室內空間；
2.主攻受眾五感體驗，為受眾提供更親密的接觸，更友好的會見和更真實的體驗。
3.升級陳列係統與材料係統，不僅滿足功能、裝飾，也符合主題的延續。
Spatial Translation of Brand Tonality
1.Improve brand recognition and bring outdoor beauty into indoor space;
2.Focus on the five senses with intimate contact, friendly meeting and real experience.
3.Upgrade the display system and material system, which not only meet the function and decoration, but also comply withthe continuation of the theme.
記憶中的自然 Nature in Memory
自然一直是人類藝術的靈感之源，偉大的藝術總是試圖在質樸的自然中更新自己。
Nature has always been a source of inspiration for human art for renewing itself in pristine nature.
蕉下主打“輕鬆、健康、治愈”，因而規避前衛異形之作，更注重潛移默化的力量。通過場域的調度，合宜的尺度和關係的建立，讓空間與產品相互因借生長，保持著適宜的距離和張力，漸次擴展出豐富的空間體驗。設計師從純野自然中提取出“記憶中的自然”，或抽象或具象地移入空間之中，構建成戶外生活美學的結構與骨架。
With the focus on “Ease, Health and Healing,” it eschews avant-garde alien works in favor of subtle power through field scheduling, appropriate scale and relationship establishment, it allows space and products to grow with appropriate distance and tension, thus gradually expanding a rich spatial experience. The designer extracts the “Nature in Memory” from the pure wild nature and moves into the space abstractly or concretely to build the structure and skeleton of outdoor life aesthetics.
自然與轉譯 Nature and Translation
年輕不一定隻有潮、酷、先鋒，也可以很有親和力。人類經驗的形成，總是先從一點開始，漸識一線，再知一麵。決定空間質感的不隻是材料材質，更重要的是質感所傳遞出來的內容。自然防曬、科技涼感不隻是指尖可觸摸到的產品與互動裝置，也是一種自然趣味與人生況味。
Being young doesn’t have to be hip, cool and pioneering, it can also be very approachable. Human experience has always been formed from a point to the line and side. What determines the texture of space is not only the material, but also the content conveyed by the texture. Natural sun protection and cool technology are not only products and interactive devices that can be touched by fingertips, but also natural fun and life flavor.
∇ 外立麵 Facade
空間中的自然，由直觀的自然與轉譯的自然組成，轉譯的自然以馬賽克的形式貫穿始終，包括門楣、地磚、木方牆，還有積木小屋。自上千張綠葉中提取出不同層次的綠形成的馬賽克門楣。
The nature in the space is composed of intuitive and translated nature, which takes the form of a throughout mosaic, including lintels, floor tiles, wooden square walls and brick huts. Different levels of green can be extracted from thousands of green leaves to form the mosaic lintel.
由藤蔓的線性形象轉譯而來的道具架，設計朝著思考生活本質而非以商業空間為中心展開，在探索色彩、形式、科技、材料的過程中，形成“蕉下即戶外，戶外即蕉下”的心理景觀。
The design of the prop frame, translated from the linear image of vines, focuses on reflecting the nature of life rather than commercial space. In the process of exploring color, form, technology and materials, thus forming the psychological landscape of “The Outdoor is Beneunder, and Vice Versa”.
∇ 展陳架係統 Display shelf system
善意與便捷 Kindness and Convenience
一個設計的完成，並不盡然是把空間與空間連接起來，而是要用空間去構築出善意與便捷。與當下流行的藏儲式零售，提供琳琅滿目的商品與人挑選不同，設計師更想通過場景化的展示，讓人友好地進來，輕鬆地挑選。在設計師的理解裏，商家和買家不是博弈關係，而是友好共生的關係。
The completion of a design is not necessarily to connect space, but to build goodwill and convenience with space. Different from the current popular retail stores that provide a wide range of goods for alternative, designers would like to make people with easy selection through scene display. In the understanding of designers, merchants and buyers are not game relations, but a friendly symbiotic relationship.
蕉下產品品類豐富、季節屬性強，展示道具需包容性且靈活多變。設計師反複計算過不同品類的產品尺寸，多次設計、測試和打樣陳列道具，以確保產品道具和底層陳列邏輯的通配性。最終定下敲定的陳列洞洞板係統和魔方係統，不管橫向豎向，上下左右都可以自由組合,同時滿足不同係列品類及不同季節的自由變換。
Beneunder offers a wide range of products and seasonal features, making the display items inclusive and flexible. The designer has repeatedly calculated the product size of different categories, then tested and made samples for many times to ensure the compatibility of product props and the underlying display logic. Finally, the display hole board system and Rubik’s cube system can be freely combined horizontally and vertically, so as to meet the free transformation on different series of categories and different seasons.
∇ 展陳牆係統 Display wall system
自然木方壘起來的小屋，就像森林裏的“家”。把收銀台安置在木屋中，給與顧客更友好的感官體驗。建構屋子的木方具有收納功能，置身木屋往外看，就是“戶外”的場景。視角的巧妙轉換可以融合時間與空間，在點、線組織的疏密之間，把戶外的妙趣呈獻給生活在方格子裏的人。
The cabin built of natural wood is like a “home” in the forest. The cashier desk is placed in the wooden house to give customers a more friendly sensory experience. The wooden square that constructs a house has receive a function to place oneself as “outdoor” scene when viewing outward. The angle of view transformation can integrate time and space between the density of points and lines, so that presenting the charm of the outdoors to people living in the square grid.
∇ 木方小屋 Wood square cabin
空間材質以自然材料為主導，以柔和色係為基底，營造溫暖舒適的空間氣韻。然而至柔易弱，為中和空間調性，設計師在局部使用了金屬、亞克力等現代材料。
The space material is dominated by natural materials, which uses soft colors as the base to create a warm and comfortable space atmosphere. However, to neutralize the spatial tone, the designer has used metal, acrylic and modern materials locally.
綠野布夕陽 Green Cloth Sunset
∇ 試衣間 Fitting room
以有限的空間去承載無限的自然之聲，並不隻為歌頌天地自然，還寄寓著蕉下以戶外生活美學為出發點的品牌理念。圍繞“妙享戶外”的主題，設計師為蕉下量身定製設計了“星空下的大樹”裝置，綿延不息的生命力，變幻的光圈環繞著樹身，在天花與地麵形成星空般璀璨的光影，指向那些被我們忽視的物事所潛藏的力量。
The limited space to carry the infinite sound is not only to celebrate nature, but also to embody Beneunder brand philosophy of outdoor living aesthetics. Centering on the theme of “Enjoy Outdoors”, the designer has custom-designed the “Tree under the Starry Sky” installation. The continuous vitality and changing circle of light surround the tree body, forming a starry light on the ceiling and the ground, pointing to the hidden power of those trifles we have neglected.
∇ 大樹裝置 Tree device
視野之外 Out of sight
描繪生命經驗，製造時尚流行，生產大眾消費，商業空間正隨著消費升級而被描畫出更多的功能與形式。然而，一個空間若不能給人啟迪，無論具有多震撼的力量，終究是無法滲透到人的內心深處。人的生活有多種麵目，而空間安頓生活，它們就像一首首詩篇，最終彙成我們的史詩，時刻提醒著我們是誰，我們從哪裏來，我們要到哪裏去。在步履和視野之外，在戶外的奇妙世界，有更廣袤的生活等待我們發現。
To depict life experience, manufacture fashion and produce mass consumption, commercial space is drawing functions and forms with the upgrade of consumption. However, if a space cannot enlighten people, no matter how powerful it is, it cannot penetrate into the depths of our minds. There are many faces of human life, while space is the life and poetry, finally assembled into an epic, always reminding us of who we are, where we have come from, and where we are going. Beyond our steps and beyond our vision, there is a much wider life to discover in the wondrous world of the outdoors.
∇ 道具/施工 Props/Construction
項目信息
項目名稱 丨 蕉下·妙享戶外
項目地點 丨 中國 深圳COCO Park
項目業主 丨 蕉下
項目麵積 丨 120㎡
竣工時間 丨 2022/06
設計團隊 丨UND設計事務所
主案設計 丨 馬英康 馬衍浩 張明統 王潤維 黃樹斌
參與設計 丨 周鈺秀 趙玳淳 譚炫華 葉伢仔
項目攝影 丨 小樂
主要材料 丨 水洗石 樹脂玻璃 木飾麵 不鏽鋼
特別鳴謝 丨 頂源飾櫃製品廠 猩猩照明 帕加尼照明
燈光支持 丨 赫之光.hesper
Project name: Beneunder – Enjoy Outdoors
CProject site: OCO Park, Shenzhen, China
Project owner: Beneunder
Project area: 120 square meters
Completion date: 2022/June
Design team: UND Design Office
Main designers: Yingkang Ma, Yanhao Ma, Mingtong Zhang, Runwei Wang, Shubin Huang
Participants: Yuxiu Zhou, Deichun Zhao, Xuanhua Tan, Yazi Ye
Project Photography: Xiao Le
Main materials: Washed stone, Plexiglass, wood veneer, stainless steel
Special thanks: Dingyuan Cabinet Products Factory, Gorilla Lighting, Pagani Lighting
Lighting support: Hesper
