北京安踏旗舰店设计解析：奥运科技融合零售空间创新-展集网

北京安踏旗舰店设计解析：奥运科技融合零售空间创新: 11-10

今年，安踏品牌提出“聚焦大众专业运动赛道”，围绕“专业突破、品牌向上”的定位，在核心战略的指导下升级零售体系，以“奥运殿堂”为主线放大品牌原生的专业运动基因和故事性。
项目坐落于历史氛围浓厚的北京王府井大街，作为安踏品牌的旗舰店铺之一，尚洋艺术以奥运精神为出发点，从“一针一线”的工匠精神到运动科技的可持续性，以在地化的设计创意回应品牌方的需求，合力打造全新场景，吸引消费者深入探索，让门店成为运动家们的主场。
This year, ANTA brand proposed to "focus on the public professional sports track", with a positioning of "professional breakthrough, brand upward", upgrading the retail system under the guidance of core strategy, and amplifying the brand's original professional sports genes and storytelling with "Olympic Palace" as the main line.
The project is located on Wangfujing Street in Beijing, which has a strong historical atmosphere. As one of the flagship stores of ANTA brand, Shangyang Art takes the Olympic spirit as its starting point, from the craftsmanship spirit of "one needle, one line" to the sustainability of sports technology, responding to the needs of the brand with localized design creativity, working together to create a new scene, attracting consumers to explore deeply, and making the store a home for athletes.

北京·安踏旗舰店设计

Beijing ANTA Flagship Store Design

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该店铺由超500平方米的三层空间组成，以奥运和科技基因为主题，创造未来感和时尚感并存的运动空间。外立面设计提炼在地化元素，以砖块这一古老材质为基础，融合科技感演变为透明玻璃砖，这一元素也化为空间的母题之一。中心拱门的意象融合奥运体育运动精神，将北京德胜门和巴黎凯旋门结合。独特的跑道线设计象征着胜利的光芒，正面的9个橱窗模特以领奖台呈现配合聚光灯效果，代表了品牌与奥运的紧密连接，诠释安踏“永不止步 KEEP MOVING”的品牌个性。
The store consists of over 500 square meters of three story space, themed around Olympics and technology, creating a futuristic and fashionable sports space. The exterior design extracts localized elements, based on the ancient material of bricks, and integrates a sense of technology to evolve into transparent glass bricks. This element has also become one of the main themes of the space. The imagery of the central arch blends the spirit of Olympic sports, combining the Beijing Desheng Arch with the Paris Arc de Triomphe. The unique runway design symbolizes the light of victory, and the nine storefront models on the front present a podium with a spotlight effect, representing the close connection between the brand and the Olympics and interpreting ANTA's brand personality of "KEEP MOVING" that never stops.

科技创新：现代实验室风格
一层主要是作为鞋类产品展示区，设计灵感来源于实验室和现代科技，该空间主要以冷色金属和磨砂亚克力材质表达线条的律动感和科技感。中岛装置模拟血脉跳动的传输感，以脉冲灯结合呼吸灯的设计呈现不同场景下的色彩冷暖变化，体现运动的热血。设计将科技与运动可持续进行结合，所有的装饰元素皆来自于安踏的产品、科技及未来，根据材质形态、织物质感和表面纹理，演化为建筑和室内装饰的一部分。
Technological Innovation: Modern Laboratory Style
The first floor is mainly used as a display area for footwear products, inspired by laboratories and modern technology. The space mainly expresses the rhythm and technology of lines with cool metal and frosted acrylic materials. The Nakajima device simulates the transmission sensation of blood pulsation, using a design that combines pulse lights with breathing lights to present color changes in different scenes, reflecting the passion of movement. The design combines technology with sustainable sports, and all decorative elements come from ANTA's products, technology, and future, evolving into a part of architecture and interior decoration based on material form, fabric texture, and surface texture.

灯光设计优化了商品展示效果而成为室内的关键所在，明快的层次关系及动态的光线变化吸引消费者深入探索。侧面板墙采用呼吸灯模拟产品压力和回弹的状态，灯光根据奥运、科技、环保等不同主题呈现橙色、蓝色、紫色、绿色等强烈的色彩变化，营造出动感的视觉效果，同时结合LED屏幕呈现该空间的时尚感和科技氛围。
The lighting design optimizes the product display effect and becomes the key to the interior. The bright hierarchical relationship and dynamic light changes attract consumers to explore in depth. The side panel wall adopts breathing lamps to simulate the pressure and rebound state of the product. The lighting presents strong color changes such as orange, blue, purple, green, etc. according to different themes such as Olympics, technology, and environmental protection, creating a dynamic visual effect. At the same time, combined with LED screens, it presents the fashion sense and technological atmosphere of the space.

空间律动：结合沉浸式体验
二层陈列各类专业运动服装装备，首先在空间内置入金属和气囊模块，半通透的材料及竖直线条的表达营造出未来感十足的环境，同时结合安踏环保材料的展示，将氦气技术融入陈列架的设计。该空间还有为品牌定制的独特细节，以展现陈列设计上的灵活性和可变性。如侧面展示架采用灵活的A柱，利用板材的拼缝可做活动调节。
Space rhythm: combined with immersive experience
On the second floor, various professional sportswear and equipment are displayed. Firstly, metal and airbag modules are embedded in the space, creating a futuristic environment with semi transparent materials and vertical lines. At the same time, combined with the display of ANTA environmentally friendly materials, helium technology is integrated into the design of the display rack. The space also features unique details customized for the brand to showcase the flexibility and variability in display design. The side display rack adopts flexible A-pillars, which can be adjusted by using the joints of the boards.

奥林匹克冠军陈列中岛是该空间的一大亮点，可实现360度旋转，同时结合动态视频场景展示奥林匹克项目，呈现安踏冠军时刻，为顾客提供沉浸式的奥运体验。该陈列架亦可上下移动调节高度，适应不同季节的产品上新。此外，尚洋考量到SKU陈列补货的需求，贴心配备储物功能分担仓储压力。
The Olympic Champion Display Island is a major highlight of the space, capable of 360 degree rotation and showcasing Olympic events through dynamic video scenes, presenting ANTA's championship moment and providing customers with an immersive Olympic experience. The display rack can also be adjusted in height by moving up and down to accommodate new products in different seasons. In addition, Shangyang has considered the need for SKU display replenishment and thoughtfully equipped storage functions to alleviate storage pressure.

服装区强调空间的流动感和舒适度，顾客可以自由浏览各种运动服装和对应的运动场景。收银台后的墙面图案延续外立面玻璃砖的设计语言，呈现在地性的表达。
The clothing area emphasizes the fluidity and comfort of the space, allowing customers to freely browse various sportswear and corresponding sports scenes. The wall pattern behind the cash register continues the design language of the exterior glass bricks, presenting a local expression.

文化交融：唤醒奥运记忆
三层是安踏运动博物馆的陈列空间，该空间设置沙发休息区，磨砂亚克力的朦胧感和白色的灯光渲染出温润庄严的殿堂感。墙面照片展示安踏的历史和奥林匹克运动的重要瞬间，以及运动员的成就和故事，同时设置主推运动产品的展示区域。顾客可以亲身体验这些创新产品，了解安踏在科技和设计方面的卓越工作，让顾客更深入地了解运动和安踏的价值观。
Cultural Integration: Awakening Olympic Memories
The third floor is the exhibition space of ANTA Sports Museum, which is equipped with a sofa rest area. The hazy feeling of frosted acrylic and white lighting render a warm and solemn sense of the hall. Wall photos showcase ANTA's history and important moments of the Olympic movement, as well as the achievements and stories of athletes, while setting up a display area for the main sports products. Customers can personally experience these innovative products, learn about ANTA's outstanding work in technology and design, and gain a deeper understanding of sports and ANTA's values.

侧面产品陈列采用固定的结构柱，展示了多款为奥运冠军定制的装备，让顾客感受奥运的荣耀感以及非日常的仪式感。模特展台由通体发光的预制模块打造，同时结合立面砖块元素体现一脉相承的设计语言。顾客试衣间以银色哑光金属单一材质通体打造，品牌视觉与功能相结合，每一处细节都彰显着品牌精神与个性。该空间是向奥运精神致敬的典范，品牌的文化和历史自然融合于场所之中。该楼层旨在鼓励人们热爱运动，感受到运动的力量，并激发他们的运动潜力。
The side product display adopts fixed structural columns, showcasing a variety of equipment customized for Olympic champions, allowing customers to experience the glory of the Olympics and the non daily sense of ceremony. The model booth is built with prefabricated modules that emit light throughout, while incorporating facade brick elements to reflect a consistent design language. The customer fitting room is made entirely of silver matte metal material, combining brand visual and functional elements, with every detail showcasing the brand spirit and personality. This space is a model of paying tribute to the Olympic spirit, where the brand's culture and history naturally blend into the venue. This floor aims to encourage people to love sports, feel the power of exercise, and unleash their athletic potential.

在本案中，尚洋将统一的视觉元素和引人入胜的设计转化为动感的购物体验，以创新表达和材料演变带来全新的视觉效果，创造与消费者产生更多联结和共鸣的运动空间。
In this case, Shangyang transforms unified visual elements and captivating designs into a dynamic shopping experience, bringing new visual effects through innovative expression and material evolution, creating a sports space that connects and resonates more with consumers.

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