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梦境迷踪

诠释消费空间与日常生活的异质性，是我们这次设计线下购物空间的目标。我们尝试从改变尺度，异化生活符号和使用复古艺术风格三个方面为强调了空间设计的非现实性和沉浸感，为消费者营造一个逃离现实，进入梦境的空间体验。

Our goal in designing this offline shopping space is to interpret the heterogeneity of consumer spaces and daily life. We aim to emphasize the non-realistic and immersive nature of the space by focusing on three aspects: altering scale, distorting everyday symbols, and incorporating a retro art style. This approach seeks to create a space where consumers can escape reality and step into a dreamlike experience.

我们采用蓝色铝板隐喻一幅缓缓拉开的幕布，作为店铺的界面，成为空间开始的序曲。在主入口处，我们设计了放大版的沙发软垫装置和悬挂LOGO。如同跳入兔子洞的爱丽丝观察酒杯，区别于日常意识的夸张尺度可以将体验者快速拉出现实，拉入所塑空间的氛围之中。

We utilized blue aluminum panels to symbolize a slowly drawn curtain, serving as the storefront’s interface and marking the prelude to the spatial journey. At the main entrance, we designed an oversized sofa cushion installation and a suspended logo. Much like Alice peering at the wine glass after tumbling down the rabbit hole, the exaggerated scale—distinct from everyday perception—quickly pulls visitors out of reality and immerses them in the atmosphere of the curated space.

在中心展示区域，来源于生活场景的符号——小床、梳妆台等不再用做梳妆和睡觉，而是被设计成装置用于展示商品。整体店铺空间既像一场在宫殿的房间艺术展，又像一场可以创造梦想宫殿的游戏。

In the central display area, symbols derived from everyday life—such as a small bed and a dressing table—are no longer used for sleeping or grooming but are instead transformed into installations for showcasing products. The overall store space resembles both an art exhibition in a palace chamber and a game where one can create a dreamlike palace.

挂通货架、试衣间、收银台等固定功能区域的设计结合复古的轻洛可可风格。试衣间的拱形门设计，挂通上的弧形灯具，圆润华丽的收银台的都将体验者拉入十八世纪轻快、精致、细腻、繁复的审美盛宴。在材料和颜色的选择上，我们利用浅木色、蓝色、暖白色使得店铺风格统一。这些弧线和柔和的色彩，在增加了空间氛围的流畅性的同时为店铺营造出天马行空和奇幻的效果。

The design of fixed functional areas such as hanging racks, fitting rooms, and the checkout counter incorporates a vintage light Rococo style. The arched doors of the fitting rooms, the curved lighting fixtures on the racks, and the rounded, ornate checkout counter immerse visitors in the lively, exquisite, intricate, and ornate aesthetic feast of the 18th century. In the choice of materials and colors, we utilized light wood tones, blue, and warm white to ensure a cohesive store style. These curves and soft hues enhance the spatial fluidity while creating a whimsical and fantastical atmosphere for the store.

在对AZEPAM品牌的设计理念表达中，我们探索对于“迪士尼化”的批判和讽刺。打破用隐喻去表达场景，用材质质感带来原真性的设计方法，而是通过对日常物件夸张地异化为体验者打造符合品牌调性的情景体验。以解构后重塑的虚假幻境来创造一种有据可依又无据可依的场景，直接面对来自场景原真性的挑战。

In expressing the design philosophy of the AZEPAM brand, we explore critiques and satire of "Disneyfication." We break away from using metaphors to convey scenes and from design methods that bring authenticity through material textures. Instead, we exaggerate and alienate everyday objects to create situational experiences that align with the brand's tone for the visitors. By deconstructing and reconstructing a false illusion, we create a scene that is both based on reality and yet detached from it, directly confronting the challenges of authenticity in spatial design.