IMMI是由Joyce和吳曉敏於2015年11月創立的成衣品牌，其新旗艦店位於上海新天地。位於首爾的設計工作室Creative Studio Unravel（CSU）從該品牌獨特的審美中汲取靈感，打造了一個概念大膽的空靈而優雅的零售空間；並在建築上反映了該品牌服裝的簡約精致、柔和的色調和高水平的工藝，同時通過概念化品牌的誕生來慶祝創意過程。
Located in Xintiandi, a vibrant, upscale commercial district in Shanghai, China, that combines modern architecture with cobbled lanes and century-old stone buildings, this new flagship store for high-end apparel brand IMMI dazzles with its ethereal elegance and its conceptual boldness. Launched by Chinese designers Joyce and Wu Xiaomin in 2015, the brand has gained a reputation for its ascetic refinement, exquisite tailoring and environmentally friendly fabrics. Seoul-based design studio Creative Studio Unravel (CSU) drew inspiration from the brand’s distinctive aesthetic to create a retail interior that architecturally reflects the clothes’ minimalist sophistication, subdued colour palette, and high level of craftsmanship, while celebrating the creative process by conceptualizing the brand’s birth.
紅Red
品牌創始人Joyce向設計師講述了品牌誕生與產品製造的故事，經過多年的醞釀，Joyce終於走向了世界，這成為了概念化其商店空間整體背景的關鍵。我想到了她的激情，想到了作為一個品牌，她的激情是如何體現出來的，她生產了一係列充滿活力的產品，這讓我聯想到子宮，新生命的起源和誕生。
The womb here should be understood as a description rooted in maternal instincts and not simply as the meaning or value of biological birth. Inside the womb, where identity and ultimate physicality are bestowed, endless possibilities meet maternal instincts to create an absolute being. The unrealistically distorted reflection of the external space inside the red interior symbolizes the phantom that we refuse to acknowledge. The interior space is exempted from the actual rules of reality because decisions and latent conditions inside a womb are naturally unrelated to the external social order.
這裏的子宮應該被理解為根植於母性本能的描述，而不僅僅是生物誕生的意義或價值。在子宮裏，身份和最終的肉體被賦予，無盡的可能性滿足母親創造絕對存在的本能。紅色內部的外部空間的不切實際的扭曲反射象征著我們拒絕承認的幻象。內部空間不受現實的實際規則約束，因為子宮內的決定和潛在條件自然與外部社會秩序無關。
The birth of a brand. The manufacturing of products. The stories told by Joyce, a designer who has finally stepped out into the world after years of incubation, became the key to conceptualizing the overall context for her store space. I thought about her passion and how it was able to manifest as a brand producing a series of vibrant products, and that made me associate her with a womb, the origin of new life and birth.
軌道與醜陋Rails and Objet
在從這家商店出來的地板上的軌道上，有一輛載著未知物體的手推車，從紅色的內部空間被抬出來。堆在車上的東西看起來又鈍又不規則，甚至難看。他們遵循畸形、原始、獸性的原則，反抗設計的權威和極權主義意識形態下設計的野蠻形式化。
On the rails in the floor leading out from this store, there’s a cart loaded with unknown objects being carried out from the red inner space. The objects piled up on the cart seem obtuse and irregular, even ugly. They follow the principles of abnormality, primitivism, the nature of beasts, defying the authority of design and its brutal formalization based in the totalitarian ideology.
在早期，Theodor Adorno將美與奇點、統一、理性主義和一致性聯係在一起，同時將醜陋描述為具有許多立麵，暗示特殊性的優越性決定了個性的優越性。看似無用、醜陋的物體被裝載到購物車中，沿著軌道移動，在空間的靜態形象中造成了一個缺口，通過移動的介入，空間迫使觀者拆除了對商業空間的偏見。這樣的解讀也可以使空間成為一種反抗工業體係的形式，工業體係將極權主義的審美理念視為一種趨勢。
In earlier days, Theodor Adorno associated beauty with singularity, unity, rationalism, and consistency, while describing ugliness as having many facades, implying that superiority of particularity defines the superiority of individuality. The seemingly useless and ugly objects loaded onto the cart move along the rails, creating a breach in the static image of a space, and through the intervention of movement, the space forces the viewers to dismantle their prejudiced idea of a commercial space. Such interpretation can also render the space as a form of protest against the industrial system which recognizes the totalitarian idea of beauty as a trend.
主要項目信息
項目名稱：IMMI FLAGSHIP STORE
項目位置：中國上海
項目類型：商業空間/零售空間
項目麵積：160㎡
完成時間：2018.10
主創及設計團隊：Creative Studio Unravel
聯係方式：ydy@studiounravel.com
公司網站：http://www.studiounravel.com/
攝影：Sunghoon, Han
