大自然快閃店

構築人文工藝-從稀有木種到彰顯設計價值的品牌重塑
Culture-based Craft Tradition – Re-Shaped Branding in Shifting From Rare Timber to Highlighted Design Values

品牌精神再建構-以設計為導向的品牌轉型之路
Re-Construction of Brand Spirit – Design-Oriented Brand Transformation

Nature木地板在過去是以銷售稀有木種與高品質木地板聞名的品牌,近年因應珍稀木料的減少與當今時代的發展需求面臨轉型的契機。為了協助Nature木地板進行品牌的整體性轉型,我們從企業形象和故事的梳理、空間設計策略的擬定(快閃店)、差異性產品的開發到設計營銷系統及渠道的建立,以四個步驟循序漸進地全方位透由設計端的思考介入,讓Nature木地板以設計型品牌的全新形象,成功地完成傳統建材製造、營銷產業的華麗轉身。

In the past, Nature Timber Flooring was a renowned brand for selling rare timber and high-quality timber flooring, simply due to the reduction in rare timber in recent years, and the development needs of modern era. In order to assist in the Nature Timber Flooring in the overall brand transformation, there were four phases developed from the consolidation of corporate images and stories, the formulation of spatial design strategy (pop-up stores), the development of differentiated products, to the establishment of design sales system and channels, so as to allow Nature Timber Flooring successfully engaged in the completed transformation of the traditional building materials manufacturing and sales.

新商業模式-以快閃店形式建立無聲導購的複合購物體驗
New Business Model – Introduction of Pop-Up Stores to Established Guided Composite Shopping Experiences

在產品開發部分,我們透過「詩意韶華」系列的木地板產品,以丈青藍、棕灰調為主色,搭配細長平行四邊形的切割,以非對稱的形式交織組構並植入黃銅構件,設計出五款色彩、排列、搭配方式迥異,同時帶有文青質感的系列產品。配合「詩意韶華」系列的產品定位,因地制宜與便利性成為本次專區的設計主軸,考量主要客群需求與產品定位以新世代族群為主,我們以「快閃店」(pop-up store)為主要設計概念,跳脫傳統專賣店的既定印象,此專區可在任何時間、地點機動性地出現,並透過幾種不同的設計類型,讓模組系列有了韌性,能快速、因地制宜的縮放與延展,以順應不同區位的地域性與生活差異。

In terms of product development, through “Poetic Glamor” Timber Flooring series products, with indigo and brown grey as main theme colors, complemented by special cut and asymmetrical format with embedded brass pieces in producing 5 styles of color, configuration and combination products with youthful quality. In complementation of “Poetic Glamor” Series Product positioning, location-driven and convenience became the design thematic elements of this exclusive area, considering the target customer segment needs and product positioning, pop-up stores were deployed to meet market demands anytime and anywhere while also allowing the modulated series to be strategic in adapting to differentiations in locality and living styles.

專區的軟、硬體設計,不僅蘊含新文青質感,其紋理也梳理著歷史與文化的關係。運用大型多媒體觸控影音屏幕在牆面展現,讓窗台的斜陽垂柳靈動柔和的光影意象活靈活地呈現,形成動與靜之間的平衡,彼此照應。除了五款「詩意韶華」系列的設計以地板、牆面、天花與畫作等不同方式呈現之外,我們亦結合相關元素設計出系列的專屬家具,包含單椅、茶几、立燈、衣架等物件擺設於專區內,共構出靜雅閒適的新零售空間體驗,希冀消費者置身其中時,能明確感受到產品與居家工藝在同一個空間內的生活感,由人文底蘊為商業場域帶入更多層次的人性溫度,最終形成一個由空間到傢俱到配飾產品的整體,含括了無聲導購、五感體驗的文化場域。

The design of the software and hardware of the display area not only contains the sense of new youth culture, but the design texture also guided the relationship between history and culture. The large-scale multimedia touch-screen was made to be displayed on the wall, so that the soft and light image of the slanting willows of the window sill was vividly displayed, in forming a balance between dynamic and the static. In addition to the five different designs of "Poetic Glamor" series, which were presented in different ways, such as floor, wall, ceiling and painting, a series of exclusive furniture were designed, such as single-piece chair, tea table, floor lamp, Clothing Rack, and other items, placed in the special area to create a quiet and relaxed new retail spatial experience. When consumers were in the midst of such setup, they can clearly feel the sense of living in the same space with products and home crafts, as well as bringing the humanities into the commercial world. More elevated levels of humanity eventually form a whole from space of a cultural domain with silent shopping guide and a enriched sensory experience.

空間語彙轉譯-恆久建築與快閃微店的對話
Re-Interpretation of Spatial Vocabulary – A Dialogue between the Permanent Architecture and Pop-Up Stores

空間設計概念以本系列位於浙江海寧的茶室為藍本,名為「茗香.韶華」,海寧過去為詩人徐志摩長期生活的城市,近年當地政府辦理一項國際建築計畫,由世界各地找來十位設計師操刀十個各自獨立的建築空間,海寧茶室即為其中之一,也是由本設計團隊操刀的作品。茶室以三個彼此獨立又相互穿插交錯的量體組成,五間含括不同時間軸的茶室置身其中,透過不同開口,形塑出空間內外的迥異樣貌。以戲台為藍本的半戶外空間,巧妙地讓「喫茶聽戲」的雅興隱身於場域所營造的氛圍裡。建築空間以徐志摩故居中的傳統建築語彙-花窗、鋪面等元素做轉化應用,整體區域以茶室為主體,形成一個圍繞著徐志摩故居而生的文化園區。這些運用其中的空間元素也延續在「詩意韶華」系列專區的硬體設計與藝術陳設操作中,透過建築與微店的對話,Nature的品牌嚴然從一傳統建材製造的印象提昇成為設計生活的表徵。

The spatial design concept was based on this series of teahouses in Haining, Zhejiang Province, called “Tea Aroma, Essence”, Haining used to be a city where the Poet Z.M. Hsu lived for a long time, and in recent years, as the local government has held an international architectural competition, with ten architects invited from all over the world to work on ten independent architectural spaces, and Haining Tea Room is one of them that the design team worked on. Each tea room composed of three separate sections that are intertwined with one another with five tea rooms imbued with different time axes, as well as sense of theater stage, subtly suggesting the fusion of tea-tasting and theater experiences, in a semi-outdoor space setting, embodied with the memories of the Poet Hsu, which include the traditional architectural elements of sculpted window grilles, representing a dialogue between the architecture and the pop-up store, where the Nature brand was elevated from a building material manufacturer to a designer of living styles.

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