零售品牌的灯光与室内建筑

DavidC.Chen · 2018-02-01

9070
3

在设计品牌架构的过程中，灯光设计和室内设计的结合变得更加重要，最终呈现的不应该仅仅是让展示产品被看到，而是整个零售体验与品牌本身的文化、DNA相关联。

Project/项目名称: R.Sanderson, London / 英国鲁伯特桑德森

Location/项目位置: Taiwan, China / 中国，台湾

Typology/形式: Luxury Retail / 高端零售

Status/状态: Completed / 完工

1/4 INTRODUCTION / 介绍

Branded luxury retail stores and its lighting are always a crucial combination to consider when designing the spatial environment for the best customer experience. It’s not always about having the brightest lighting, but the most effective light. Inside the store, the products are the focus and it should not be overshadowed by anything else. However, the use of lighting should be consistent with the architecture and its spatial design. Lighting techniques should be applied to enhance the design qualities of the space, rather than a late consideration. R.Sanderson is an example project done by ON Design Lab ltd, that attempted to integrate lighting as much as possible with the design elements, but unfortunately the project was later infused with an over flood of downlights that created a massive scatter of spot lights on the ceiling and indirectly affected the overall look of the architecture.

在设计顾客最佳体验的空间环境时，品牌奢侈品零售店与照明始终是一个重要的组合，它并不意味着总是要有最亮的灯光，反而应该是最有效的光。在商店里，产品是焦点，它不应该被其他东西遮盖。当然，照明的使用应该与建筑及其空间设计相一致，照明技术应致力于提高空间的设计质量，而不是作为后期考虑。作为一个最近ON Design Lab, ltd 的设计实例，R. Sanderson项目试图去整合照明与室内建筑空间的整体设计元素。但可惜的是，在最后沟通过程中，由于客户的坚持而在挑高6米的天花板上增加了过多的LED聚光灯，从而使整个天花吊顶的部分显得与建筑空间有点格格不入。

Bulkhead with venetian plaster and 24K gold plated logo with backlit effect

背景特殊油漆处理与24K金属字样配合背后晕光效果。

2/4 THE BRAND POSITION / 品牌定位

Rupert Sanderson is a London based luxury brand specialized in women’s heels and shoes. It is most famous for its careful attention to details in the materials, craft, and comfortability for wear. The brand owner, Rupert, has created a series of collections that are adored by those of status, identity, and even members of the royal family. In 2012, together with its Asia partner, Bertrand Mak, Rupert Sanderson has decided to expand its business into the Asia market with the creation of the 24K Gold leaf heels as the main design elements for the collection. The decision aims to separate itself from the original Rupert Sanderson as the sister brand, R.Sanderson, to appeal to a younger and more chic demographic.

Rupert Sanderson是一家总部位于伦敦的奢侈品牌，专门经营女式高跟鞋和其他基本款，其最为显著的是在材料、工艺与舒适度上的细节处理。品牌创始者鲁伯特创造了一系列受地位、身份显赫甚至皇室成员喜爱的收藏品。2012年，与亚洲的合作伙伴Bertrand Mak一道，Rupert Sanderson决定将其业务扩展到亚洲市场，并且以珍贵的而且独一无二的24K金箔高跟鞋作为主要创作元素。这项决定的目的是把它与原来的Rupert Sanderson品牌分开，使之可以吸引更年轻与更时髦的群体。

Continuity of space indicates a more young and trendy appearance for younger generation

连续性的空间呈现出一个更时尚与年轻的视觉效果。

3/4 LIGHTING AS MEANS OF ENHANCING ARCHITECTURAL MOVEMENT AND IMPORTANT FEATURES / 照明作为与建筑形式和视觉营销相结合的手段

Lighting in such a luxurious retail space plays a very crucial role as a consideration when doing concept design and space planning. The R.Sanderson store aims to deliver the use of lighting to be integrated with the fluid architectural forms as a way to enhance the interior design and movement. However, at the same time, specialized spot lights with LED lamps need to be added carefully to light up the products when seen. It’s not ideal to deal with lighting for the sake of just lighting the entire space. This degrades the quality and atmosphere of the level of luxury for the brand, as well as creating a less exciting spatial effect for the architecture. Lighting is always considered as an integral part to enhance interior space while supplying efficient lighting to important and required areas, not just something to be added later to give an overall brightness.

在这样一个精致的高端零售空间中进行概念设计和整体规划，照明起着非常重要的作用。R.Sanderson品牌的目的是灯光设计使用与整体室内建筑形式相结合，作为全局考量的设计思考方式，从而以强调空间细节与流动性。但可惜的是由于客户不必要的担忧与操心，特别在天花吊顶部分额外添加了过多未经思考布置的LED聚光灯，以便确保适时保证产品的亮度。从整体设计来说，这样的照明效果与空间结合其实是不理想的，降低了品牌的高端格调和氛围，并为建筑整体创造了一个不太令人兴奋的空间效果。照明应该被认为是提高室内空间与建筑效果效果的一个媒介，同时为重要的和必要的区域提供高效照明，而不仅仅是在设计施工结束以后为了增加总亮度。这样即便是多么完善的室内空间设计也会在打上折扣。

Continuity of lighting integrated with the overall architectural form of the space.

灯光的延续性更有效的呈现了整体空间的延展性。

4/4 CONCLUSION / 总结

The challenge of designing a luxury retail space for a brand such as Rupert Sanderson lies within the detail of brand awareness. The constant communication is always a struggle when it comes to deciding the most ideal move for the direction of raising the brand growth and exposure. Architects and designers will always want to design every detail that visually reflects both directly and indirectly of the brand aesthetics and embedded culture. This will sometimes present an issue when it comes to efficiency of delivery, operation protocols and budget control. Architects and designers need to find a balance to satisfy all parties to successfully present a well-designed architecture and interior space for a luxury retail space. Typically, most clients would imagine the lighting and space together need to ensure the products are being lit up as much as possible to ensure clear visibility. Whilst this may be true to some extent, customer experience is oftentimes overlooked as an important aspect for store design and development. In this case, lighting integration with designed architecture and interior design becomes even more crucial in the beginning during conceptualization of the branded architecture. It should not just be about making the products seen, but the overall retail experience and its connection to the culture and DNA of the brand itself.

为Rupert Sanderson这样的品牌设计高端零售空间的挑战在于，每个位置需要有反应品牌细节的意识。在决定如何提高品牌成长力和曝光的方向时，不断的沟通总是一场斗争。建筑师和设计师总是希望在每一个视觉设计上直接反映品牌美学，以及嵌入文化的细节。在交付效率、操作规程和预算控制方面，有时也会产生问题，建筑师和设计师需要找到一处平衡，以满足各方需求，成功地呈现一个精心设计的室内建筑豪华零售空间。通常情况下，大多数客户会想象照明和空间可以同时确保展示产品被点亮，尽可能地清晰可见，虽然这在某种程度上可能是真实需要的，但顾客体验也会常常被忽视。作为零售商店设计和开发的一个重要方面，这种情况下，在设计品牌架构的过程中，灯光设计和室内设计的结合变得更加重要，最终呈现的不应该仅仅是让展示产品被看到，而是整个零售体验与品牌本身的文化、DNA相关联。

The DNA of the brand is interpreted in every architectural detail from door handle to custom built furniture.

品牌的基因渗透在每处的设计细节，从入口的大门把手衍生到室内VIP空间的客制化层板与家具。