拥有众多品牌的商店是什么样的？传统上，我们可以想到澳大利亚的 Myer 或 David Jones 等百货商店。在同一个屋檐下，有精心设计的照明、不同的区域和各种建筑。但是，当这些多品牌概念店缩小到只容纳国内最精品的品牌时，会发生什么呢？波利娜-迪茨曼（Polina Ditsman）设计的这家名为 “Primerochnaya “的概念店创造了一个中性的色调，各种设计师的产品都可以在这个色调上得到展示。
What does a store that houses many brands look like? Traditionally, we can think of department stores such as Australia’s Myer or David Jones. Curated lighting, distinct zones and various architectures under one roof. But what happens when these types of multi-brand concept stores are shrunk down to house only the most boutique brands in the country? Creating a neutral palette onto which various designers’ products can be showcased, Polina Ditsman’s design of this concept store, Primerochnaya, is a cream dream.
波利娜的设计就像一个包裹着乳白色软糖的蛋糕，光滑无缝。这位建筑师、室内设计师和家具设计师分享了该项目如何为服装、鞋类和配饰等多个品牌打造视觉上统一的空间。
Almost as if the store was a cake wrapped in creamy white fondant, there’s something smooth and seamless about Polina’s design. The architect, interior, and furniture designer shares how the project aimed to create a visually unifying space for several brands covering clothing, footwear and accessories.
这家 192 平方米的概念店坐落在一栋住宅楼的一楼，平面布局规整，区域划分明确。”Polina 解释说：”由于有许多承重墙、柱和梁，空间的初始形状非常棘手。为了使整个室内更加对称和谐，对几面墙进行了调整。波利娜介绍了三个展厅的设计过程，不过我可能会把它们称为两个正式展厅和一个功能更多的空间。
Nestled on the first floor of a residential building, the 192 square metre concept store embraces a formal floorplan with very clearly defined zones. “With many load-bearing walls, columns and beams, the initial shape of the space was tricky” Polina explains. Several walls were adjusted to achieve greater symmetry and harmony across the interior. Polina describes how three exhibition halls were carved out, although I would possibly refer to them as two formal exhibition halls and one space that does a whole lot more.
店内的所有正式功能（如 POS）都在这里，首先进入的空间是对 Primerochnay 的热烈 “欢迎”。入口大厅的黑色枕形家具让人不由自主地沉浸其中，迫使来访者放慢脚步，仔细打量自己所处的位置。
Housing all the formal functions of the store, such as a POS, the space you first enter into is a big fat ‘welcome’ to Primerochnay. With pillowy black furniture that invites you to sink in, this entry hall forces visitors to slow down and take in where they are.
位于中央的螺旋形楼梯不那么注重流通，而是作为展示产品的建筑工具。半亮光的展示栏杆系统环绕入口大厅四周，与店内的乳白色调相呼应，以避免 “破坏空间的视觉理解”，波利娜继续说道。收银台和珠宝台采用微水泥饰面，在这个画廊式的空间里就像一个整体。网格状的金属架有序地衬托着收银台，并有空间展示各种化妆品和饰品。
A centrally placed spiral staircase is less about circulation and instead, acts as an architectural tool for displaying product. A system of semi-gloss display rails wraps the perimeter of the entry hall and embraces the creamy palette of the store in order to avoid “disrupting the visual comprehension of the space” Polina continues. The checkout counter and jewellery table are cast in a microcement-finish, reading as monolithic blocks within this gallery-esque space. The gridded metal rack serves as an orderly backdrop to the cash desk, with room to exhibit a range of various cosmetics and accessories.
主厅外有两个较小的空间。一个用织物衬砌的房间，四周舞动着单轨，正如房间的材质所暗示的那样，被命名为 “织物房间”。”波利娜说：”为了合理分配预算，我们决定保持房间的不规则空间，不使用干墙来修饰墙壁。好在他们没有这样做，因为这个房间的布料墙散发出一种柔和的奢华感，与商店的整体氛围相得益彰。另一个展厅则是一系列木质饰面的房间，包括更衣室、储藏区和更多展示区。
Branching off this main hall are two smaller spaces. A fabric-lined room with a mono-rail dancing around its perimeter is named, as the room’s materiality suggests, the ‘fabric room’. “In order to allocate the budget wisely, it was decided to maintain the irregular space of the room and not correct the walls with drywall” Polina says. And it’s a good thing they didn’t because the fabric-lined walls of this room exude a soft sense of luxury in keeping with the store’s overall atmosphere. The other exhibition hall houses a series of timber veneer-clad rooms, including a change room, storage area and more display areas.
“为了优化预算，整个展厅的天花板都没有使用石膏板。相反，他们选择了使用吊板的照明系统。”她解释说：”这些照明系统提供均匀的照明，并为特定的重点区域提供额外的射灯。很明显，照明设计在这个空间中扮演着重要的角色，正如波利娜所希望的那样，并为概念店所散发出的整体奢华感做出了贡献。
“The ceiling across the exhibition halls is not covered with plasterboard, for budget optimisation,” shares Polina. Instead, they opted for lighting systems that used suspended panels instead. “They give uniform illumination and additional spotlights for specific accent areas” she explains. It’s evident that lighting design plays an important role in this space, just as Polina intended and contributes towards the overall sense of luxury that the concept store exudes.
漂亮
很有質感的案子