在中国，家具公司对于千禧一代的零售越来越重视。上海—当中国一家老牌家具零售商决定开设一家分店以吸引年轻客户时，他们找了希腊裔的上海建筑师Kostas Chatzigiannis来设计空间。The Shouter是一家位于上海的潮流家居买手店，它的目标客户是中国的超级消费者：具体来说，就是4亿多千禧一代。
In China, furniture companies are getting wise to millennial-friendly retail. SHANGHAI – When an established furniture retailer in China decided to create a spin-off store to appeal to a younger clientele, they turned to Greek-born, Shanghai-based architect Kostas Chatzigiannis for its spatial execution. The Shouter – a multi-brand furniture and home decoration store in Shanghai – is baited for China’s super consumers: to be specific, its 400 million-plus millennials.
Chatzigiannis说，这家零售商明白，吸引有奢侈品意识的一代人的审美感受意味着这家店需要体现和反映这个年龄段的“独特的生活环境”。当然，这种诱惑策略在各个行业都有应用，在时尚零售领域也有很好的实践，但Chatzigiannis的工作为其在中国家具装饰市场的应用提供了支持。
The retailer understood that appealing to the aesthetic senses of the luxury-minded generation meant the shop needed to embody and reflect the age group’s ‘unique context of living,’ according to Chatzigiannis. Of course, this seduction strategy has been used across sectors and is very well-practiced in fashion retail, but Chatzigiannis’ work supports the case for its application in the Chinese furniture-and-décor market.
Shouter被概念化并被设计，使自己在竞争对手中显得与众不同。Chatzigiannis说：“室内设计试图在坚固的材料和光滑的美学之间建立起一种联系。”他提到的许多物品都是限量版的—内容和非常规的设置协调一致，以迎合千禧一代对排他性的偏好。
The Shouter is conceptualized to be and designed to look like an outlier among its competitors. ‘The interior design tries to establish a play between the ruggedness of its materiality and the sleek aesthetic of the objects within,’ explains Chatzigiannis. Many of the objects he refers to are offered in limited editions – the content and the unconventional setting work in unison to pander to millennials’ penchant for exclusivity.
立面巨大的混凝土墙壁上的裂缝和孔洞部分暴露了250平方米的室内空间，购物者可以在这里自由地通过各个入口和出口流通。在一些区域，大型玻璃柜会阻碍了通行。产品展示在空间的中心，唤起了人们对Memphis集团特有的形状和形式的关注。嵌有玻璃大理石的水磨石瓷砖和彩色树脂板有助于增加触感。
Gaping cracks and holes on the façade’s massive concrete walls partially expose the 250-sq-m interiors, in which shoppers can circulate freely through various entry and exit points. In some areas, large glass cabinets obstruct access; product displays in the centre of the space call to mind shapes and forms characteristic to the Memphis Group. Terrazzo tiles embedded with glass marbles and colourful resin boards contribute to the tactile materiality.
主要项目信息
项目名称：THE SHOUTER
项目位置：中国上海
项目类型：商业空间/买手店设计
项目面积：250平方米
完成时间：2019
设计师：Kostas Chatzigiannis
摄影：Derryck Menere
