协调亚洲 l The North Face北面崇礼品牌体验店-设计风向

为了The North Face北面位在崇礼密苑云顶乐园的品牌体验店，协调亚洲打造了一个极具视觉冲击力的空间以及吸引人的零售概念。店铺占地175平米，是一个围绕着山地户外生活方式的多功能空间。体验店象征登山队的“大本营”，不仅可举办多种活动鼓励消费者们踊跃参与社群，更是品牌和目标群体之间建立深刻连结的方式。

Located at the Genting Secret Garden ski resort in the mountains of Chongli, COORDINATION ASIA created a visually impactful space and engaging retail concept for The North Face. The store is a 175 m2 multifunctional space built around the mountain lifestyle. Representing a “basecamp”, the store facilitates a variety of activities to actively engage consumers in the community as well as for the brand to build a strong connection with its target audiences.

基于北面的宣传标语“探索永不停止”，体验店专注于让消费者参与一个属于探索者的山地户外生活方式。设址于距离北京约一小时高铁路程的滑雪度假村，每日迎来上百位各年龄层的滑雪爱好者，体验店代表“大本营”，提供顾客们夏冬两季的探索体验活动。此外，这间门店不仅仅是零售店，更举办诸如运动员讲座和电影放映会等活动，让探索者们准备好透过山地户外运动与环境产生连结。

Basing on The North Face’s slogan “Never Stop Exploring”, this store focuses on engaging consumers in a holistic lifestyle of explorers. It is located at a popular ski resort about one-hour-train-ride away from Beijing, welcoming hundreds of ski lovers of all ages every day. The store represents a “basecamp” for consumer experiences related to exploration in both summer and winter seasons. More than a retail store, The North Face Basecamp is designed to prepare explorers to connect with the environment through their activities in the mountains by hosting a wide range of events and activities, such as talks by athletes and film screening.

一个令人印象深刻的LED灯框架在店前划分出了一个半临时空间，从入口处就能看见。在灯光框架的一侧，设有一个大型的北面LED标志以及其经典的Half Dome北坡图样，吸引从雪道归来的滑雪客们的目光。位在标志后方的三排黑白色木长凳构成一个聚会空间，在活动中可以容纳26人，也能当做休息区域。而在另一头的‘Warm Up Lounge’设有从店内空间延伸出来的吧台桌，在雾面玻璃桌面下的红色LED灯条散发微光，搭配吧台椅以及热饮形状的霓虹标志，暗示着顾客们可以在这个暖心的角落歇脚，一边享用热饮一边分享他们的探险故事。

Visible from the entrance, an impressive LED light structure frames a semi-pop-up area in front of the store. On one side of the frame, a large LED light installation of The North Face logo with the iconic Half Dome immediately captures the attention of the skiers who enters the building from the tracks. Three rows of black and white wooden benches behind the logo form a community space which accommodates up to 26 people during events, and also can serve as a resting area. On the other side, a ‘Warm Up Lounge’ welcomes customers with bar table extending from the inside of the store. Glowing red LED light bars under frosted glass tabletop, bar stools and a hot-drink-shaped neon sign suggest a heart-warming corner where consumers can take a moment to relax and share their adventure stories over hot drinks.

一面引人注目的品牌墙由错落有致的木块组成，这些木块的形状取自经典的Half Dome（优胜美地国家公园最难攀爬的北坡），各以不同角度安装在墙上。这一面视觉上引人入胜的木块墙是绝佳的拍照打卡点，也是店里展示的出色背景。在模拟地形的中央展示区的上方有一组霓虹灯雕塑，代表了这一座山的地形等高线，暗示所在位置。在下方则是三个安装在岩石造型展台上，呈现完整造型的人型模特。

An eye-catching brand wall consists of a dynamic collage of woodblocks in the shape of the brand’s iconic Half Dome, installed in different orientations. The visually intriguing shapes of the blocks serve as a sweet spot for social media posts as well as an excellent backdrop for store displays. Above the central display on top of terrain simulation platforms, a neon light sculpture is a representation of the contour line of the mountains, giving a subtle hint of the location. Three mannequins with complete looks are installed on boulder-shaped platforms.

从“大本营”的概念出发，室内设计满足体验店里举办各种活动的需求，升降式投影屏幕可用于演示或是讲座活动，而活动式的长凳可以当作展示台之外，也可以在活动当中作为小型的阶梯式座位。

With the concept of “basecamp” in mind, the interior space is designed to adapt to various events that could take place in the store. A drop-down screen can be used for presentations and talks. The movable benches are used as display platforms and become a small auditorium seating for events.

店内一个小小的休息区设有一对亮黄色的沙发椅，覆盖表面的布料来自回收的北面经典产品帐篷，代表北面提倡可持续发展生活方式的决心。这个休闲角落的明亮色调与柔软材质与整体空间中坚硬而粗糙质感的材料相映，例如铝制家具、木质墙面与深灰色的仿岩石地砖。

A small resting area features a pair of bright yellow chairs covered in recycled fabric from The North Face’s legendary tent as a gesture of the brand’s commitment to promoting a sustainability lifestyle. The bright colours and soft materials used in this relaxing corner complement the more robust materials and rough textures throughout the space, such as aluminium furniture, wooden walls and the dark grey stone-like tiles on the floor.

如其宣传标语“探索永不停止”，北面的密苑云顶乐园体验店提供探索者们必备的知识与正确的装备，让探索者们充满自信的由此出发。协调亚洲将品牌内涵的自信稳重与探索精神转化到空间设计当中，创造了一个精彩纷呈的空间，作为社群同好者共同成长的平台。

As the brand’s slogan “Never Stop Exploring” goes, The North Face Basecamp is a starting point where explorers are prepared to set off confidently and equipped with the knowledge and the right gears. COORDINATION ASIA translated the quiet confidence and spirit of exploration into space, creating a versatile place for a platform for the like-minded community to grow.