With the rapid development of the globalized information industry, the culture of shopping and consumption has come a long way, and in the face of strong challenges of the e-commerce segment, traditional channel stores that emphasized the sales and business models of static merchandise display have also undergone some changes. The new retail model of the 21st century places high premium on the creation of the sense of living, through establishing social interaction, the experience to enhance the user's demand for merchandises, there has also been new mode of operation in space creation, epitomized by the XIN ZHONG YUAN tile Chengdu store, an independent street-front store in a large building material warehouse mall. In terms of its store planning, one quarter of the original commercial area was converted to open spaces with enriched layers of living experiences, where interpersonal interaction and social behaviors are flourished organically in the space.
企業的空間規劃－全球在地與在地全球的交流撞擊 The Space Planning for Corporations – The Impact from the Exchanges between the Local and Global
As this is an era where Global Localization and Local Globalization coexist, the former denotes the homogenization of all merchandises and design appearance, while the latter symbolizes the influence of the locality contributing to the appearance differentiation amongst the homogeneous production. ZIN ZHONG YUAN, as a franchised corporate brand, the storefront design also followed such discourse, as within the modulated commercial mall spaces, and through the referencing and utilization of Chengdu City’s local elements such as the insemination of the spatiality of the old city culture, “Broad and Narrow Alley”, and the re-interpretation of architectural elements such as the traditional pitched roof, and the local bricks and tiles, etc., imbuing the commercial domains with its unique quality while exhibiting the differentiating qualities of localization in the context of its global expansion effort.
設計手法－融合在地元素的開放式設計 Design Technique – Open Design Infused with Local Elements
As the site of this design project was situated at the corner location of a large commercial mall, with two outward-facing elevations perpendicular to each other, in terms of the street-front elevation design, as opposed to other store locations set their elevations right along the building line for maximizing the interior area, the building line was set back to form the Chengdu Loci of pitched roof and broad-narrow alley, a unique medium between the exterior and the interior, while a quarter of the floor area was converted to interesting semi-outdoor space. From the entrance, from left to right, they were open study, bar, sitting area, and theater stage, forming star contrast with the fragmented building forms of the surrounding area.
As the atrium space becomes the vertical link between the ground floor and the first floor, the projected images of the upper floor were displayed on the walls of the atrium, as spatial dialogue between the floors. In contrast to the spatial program of the ground floor being the main social interactive domain, the first floor is planned for tile product display complemented by the Szechuan-styled bamboo-shaped grille, in culminating a unique local experience.