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.
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.
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.
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.
“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.