DJI 大疆創新，致力於成為持續推動人類進步的科技公司，通過科技創新重塑人們的生產和生活方式。E Studio與大疆一直保持著密切的合作關係，持續三年以來的科技零售實踐合作，不斷研發滿足新消費需求的空間和場景。
DJI is a tech company that endeavor to empower creativity and innovation for human. They have reconstructed human production and lifestyle through scientific and technological innovation. E-Studio has been working with DJI closely in the past three years in the practice of t retail space for tech, and constantly developing spaces and scenarios in the demand of the new consumers.
本案DJI&HASSELBLAD概念店是大疆全新店型SI，旨在完美融合的影像體驗空間，近距離體驗大疆與哈蘇影像產品，感受大師作品，領略匠心工藝與科技之美。
DJI & HASSELBLAD Store is a new store type SI of DJI, aimed at creating a perfectly concept image experience space. You can experience DJI and Hasselblad for a closer look at image products, enjoy the masterpieces and appreciate the originality and the beauty of technology.
上海首家概念旗艦店選址繁華的新天地商業街，整棟建築保留上海近代標誌石庫門外立麵，室內以極簡的科技形象回應曆史街區，一場“過去”與“未來”的對話。
The first concept flagship store in Shanghai is located in the bustling Xintiandi commercial street. The entire building retains Shanghai’s modern iconic Shikumen facade and the inner district responds to the Historic Blocks with a minimalist technological image. This starts a dialogue between “past” and “future”.
DJI&HASSELBLAD概念店SI的形象開發難點在於在兩個品牌屬性中尋找平衡點：“代表未來的大疆創新”和“代表永恒經典的哈蘇相機”，在同一零售場景中品牌的融合與區分。
The challenge in developing the image of DJI&HASSELBLAD Blend Store SI was to explore a balance between two brand attributes: “DJI innovation representing the future” and “Hasselblad camera standing for the immortal classic”, and the brand convergence and differentiation in the same retail scenario.
而今百花齊放爭奇鬥豔的市場商業氛圍下，什麼形象能代表大疆和哈蘇？唯有大疆和哈蘇的產品才能足夠代表品牌本身。E Studio希望呈現極致的工業設計與產品展陳體驗，因此在空間設計上使用減法，去除一切出跳的造型，僅保留材質和空間塊麵的感受，讓產品得到最大程度的突出與展示。
In the current commercial atmosphere where all flowers bloom together and there is fierce competition. What image can represent DJI and Hasselblad? Only the products of DJI and Hasselblad can fully represent the brand itself. E Studio hopes to demanstrate the ultimate industrial design and product display experience. Therefore, the subtraction is applied in the room design, eliminating all the salient parts and only retaining the feeling of materials and space blocks. Eventually the products could be extremely highlighted and displayed.
空間布局上一層設置DJI產品體驗區，二層設置HASSELBLAD影像畫廊和Workshop。
On the first floor, the DJI product experience area is set up, and on the second floor, the HASSELBLAD video gallery and workshop are build.
強調未來科技與永恒經典相融合，打造一個有品質感的博物館展陳空間，室內由灰色石材構成純粹的容器，精致的產品整齊均勻的陳列在“巨石”上，所有的展示陳列道具均由石材製作，形成規律穩定的石塊矩陣，均質的空間使產品更加突顯。
It emphasizes the integration of future technology and timeless classics to create a museum exhibition with a sense of quality. The gray stone interior of constitutes a pure container and the exquisite products are neatly and evenly displayed on the “great stones”. All displayed and exhibited appliances are made of stone, forming a regular and stable stone matrix. The homogeneous space makes the products more prominent.
一二層通過靈動的金屬旋轉樓梯連接，透過玻璃幕牆形成輕盈之感，隨著日照形成有趣的光影藝術。旋轉樓梯中空部分作為店內的試飛體驗區。
The first and second floors are connected by a dynamic metal spiral staircase, which creates a sense of lightness through the glass curtain and forms an interesting optic artistry with the sunlight. The hollow part of the spiral staircase is used as a test flight experience zone in the store.
HASSELBLAD
“這是我一個人的一小步，但是整個人類的一大步。”1969 年，當尼爾阿姆斯特朗作為人類第一人首次踏上月球表麵時，他這樣說道。
“It’s a small step for me, but a giant leap for mankind.” said Neil Armstrong who first set foot on the surface of the moon in 1969.
有的瞬間
注定成為經典
在光影凝為影像之前
相機的背後，靈感已然迸發
一切始於一個人
對突破常規的追求
從膠片時代到數碼時代
哈蘇致力於打造影像工具
詮釋影像創意讓靈感綻放
Some moments
are destined to become classics
Before light and shadow become images
Behind the camera, inspiration was burst out
All starts with a person
The pursuit of breaking through regularity
From the film days to the digital days
Hasselblad aim to strike image tools
Interpret image creativity to spark off inspiration
記錄經典，成為經典！八十年裏，哈蘇定格無數傳奇一刻。E Stuido策劃哈蘇的零售區為藝術畫廊，弱化商業零售的攻擊性，以藝術的方式再現經典瞬間，使影像愛好者可以自然的沉浸其中。畫廊選擇1969年阿波羅“登月”作為主題，陳列限量版NASA監製1:1宇航員雕塑。
Record classics and become classics! Over the past 80 years, Hasselblad has captured countless legendary moments. E Stuido has designed the Hasselblad retail area as an art gallery, reducing the aggressiveness of commercial retail and recreating classic moments in an artistic way. Therefore, video enthusiasts can get absorbed. The 1969 Apollo moon mission was chosen as the theme of the gallery, with a limited edition 1:1 NASA astronaut sculpture.
空間整體用色克製，將色彩的比例預留給影像作品。哈蘇展陳道具使用啞光黑色木紋製作，台麵使用軟質的灰色皮革襯托相機精致的工業設計，背櫃道具的設計中融入哈蘇快門按鈕標誌性的橙色，品牌特征在黑色空間中更加耀眼。
The overall color is moderately restrained in the he space, reserving the proportion of color for the video works. The Hasselblad exhibition props were made of matte black wood grain. The soft gray leather surface sets off camera’s delicate industrial design. The iconic orange of Hasselblad shutter button is integrated into the design of cabinet props, which makes the brand feature more obvious in the black space.
思考這個時代可執行的SI形象設計，打造符合品牌氣質的空間同時兼顧可複製性和全球範圍內異地施工的品控問題，E STUDIO基於大疆和哈蘇的產品體驗開發了一係列的展陳道具模塊，建店以“拚樂高”的方式實現高適配度的靈活組合。
Consider the executable SI image design in this era and create a space that fits the brand while taking into account the reproducibility and quality control of off-site construction worldwide. E STUDIO developed a series of exhibit modules based on DJI and Hasselblad’s product experience, and built flexible combination in the way of “Connecting Lego” to achieve high fitness.
DJI&HASSELBLAD STORE（大疆哈蘇概念店）
本案將構造和展示道具實現工廠標準化生產，預製並通過合理的運輸方式降低損耗，從而實現高效的全球建店模式。
In this case, the construction and display props to realize the standardization and prefabrication in the factory. The loss is reduced through reasonable transportation, thus realizing an efficient global store opening.
DJI ARS STORE（歡樂海岸店）
大疆ARS門店形象已在全球落地超百家門店，DJI旗艦店選址佛山最繁華的商業中心歡樂海岸plu建店。
There are over a hundred DJI ARS stores worldwide. The flagship storet is located in “OCT HARBOUR PLUS”, one of the most popular commercial center in Shunde, Foshan.
整棟建築以簡潔的多邊形回應規矩的場地，采用大麵積的高透亮玻璃，環繞於建築外部，這樣可以使建築仿佛隱於自然亦或是成為景觀本身，為街區提供了最大化的視野，同時極具未來感的建築塑造了歡樂海岸獨特的形象。
The building takes a sleek polygon shape as a contrast of the rectangle area. Ultra-transparent glass is used overwhelmingly to construct the facades of the building, making the store itself a landscape that is fully blended into the surroundings, providing maximum views for the block, and creating a unique and futuristic image for Happy Coast.
在整個設計中，通過對建築本身，做最大程度的保留。建築坡屋頂，呈現出不規則形態，成為了一個設計難點，很難尋找平衡點，所以在考慮店鋪整體的環境氛圍，通過折線形的處理，采用了局部天花軟膜係統，光線通過白膜的發散，模擬出了均勻、通透的自然光效。
The design retains the original structure of the building to the maximum extent, but modern elements are also taken into consideration. As a result, a sloping and irregular roof is adopted. Though it is difficult to balance between the traditional beam structure and the irregular roof, it is worth trying, as we believe the era of technology deserves pioneering design. Considering the overall in-store environment and atmosphere, soft films are partially used in constructing the mansard ceiling, where the divergence of light creates a clear and natural lighting effect.
在未來，E Studio依然致力於探索商業空間設計，從高科感、藝術性、新材料的運用，到多元社交、互動開放環境的營造，多方麵挖掘商業痛點，將商業空間的構建推到全新高度。
In the future, E Studio will continue the endeavor to explore retail space design, and search for the critical points in designing such space, from the artistic application of technology and new materials to the creation of diversified social interaction and open environment, in the hope of pushing retail design to a new level.
項目信息
項目名稱：DJI& HASSELBLAD大疆哈蘇概念店
項目地點：中國 深圳
項目麵積：580 m²
完成時間：2022.03
室內設計：範君健、周炫焯
協作設計：房桂雲、黃晨曦、鄔樂晴
攝影：yuuuunstudio、譚彙韜Tony Tan
Project name: DJI& HASSELBLAD
Project Location: ShangHai, China
Project scale: 580 m²
Completion time: 2022.03
Interior design: Ken Junjian, Zhou Xuanzhuo
Cooperative design: Fang GuiYun,Huang ChenXi,WU LeQing
Photographer: yuuuunstudio、Tony Tan
