策站 — 汇聚全球展厅展馆设计策展与分享

沉浸式新零售空间 | 佛山费罗娜新概念展厅

费罗娜（Florina）品牌灵感源自科幻小说《星空暗流》。在阿西莫夫的笔下，Florina是一颗神秘且充满幻想的行星。因盛产着一种叫“蓟荋”（jì ér）的珍贵材料，她在宇宙中闻名遐迩。水泥瓷砖品牌费罗娜在新的品牌节点全新出发，用重新构建的未来感、科技感、高端零售式总部展厅，诠释费罗娜品牌的“蓟荋”。她的蓟荋就是他们所崇尚的品牌理念——创造力、先锋性、艺术性。

The Florina brand is inspired by the science fiction novel "Underflow of the Starry Sky". In Asimov's writings, Florina is a mysterious and fantastical planet. Due to its abundant production of a precious material called 'ji é r', it is well-known throughout the universe. The cement tile brand Ferona is embarking on a new brand milestone, interpreting the Ferona brand's "Jiluo" with a reconstructed futuristic, technological, and high-end retail style headquarters exhibition hall. Her thistle represents the brand philosophy they admire - creativity, avant-garde, and artistry.

——————

项目名称 ∣ 费罗娜新概念展厅

项目面积 ∣ 550m²

项目地点 ∣ 中国佛山

设计单位 ∣ 正方良行设计

佛山费罗娜新概念展厅

Foshan Ferona New Concept Exhibition Hall

---

未来之“售” The 'Sale' of the Future

沉浸式新零售空间 Immersive new retail space

新概念展厅 New Concept Exhibition Hall

日新月异的商业潮流中，不断探索优化迭代的方式是时代所趋，为传统商业打造高端新零售空间，在价值观高度契合的基础上，设计师探索了商业新零售与科技艺术的边界，将传统陶瓷砖展厅打造为一片全新的游走于商业性、艺术性及新零售体验场所之中。

In the rapidly changing business trend, constantly exploring and optimizing iterative methods is the trend of the times. To create high-end new retail spaces for traditional commerce, designers have explored the boundary between commercial new retail and technological art on the basis of highly compatible values. They have transformed traditional ceramic tile exhibition halls into a brand new space that travels between commercial, artistic, and new retail experience.

泛家居建材行业通常被归类为低频消费范畴中，在信息互联网飞速发展时代，体验式商业逐渐成为社会主流消费趋势。全新费罗娜总部展厅的设计理念以科技与新零售结合为出发点，用别具一格的风格打造沉浸式新零售体验空间。

The pan household building materials industry is usually classified as low-frequency consumption. In the era of rapid development of information Internet, experiential commerce has gradually become the mainstream consumption trend of society. The design concept of the new Ferona headquarters exhibition hall is based on the combination of technology and new retail, creating an immersive new retail experience space with a unique style.

其设计构想打破了行业束缚，目的是将定义为低频消费的瓷砖产品向高频零售陈列模式去转变，从而更适合在消费日常的高频消费空间中汲取灵感，将费罗娜展厅打造成高端零售展陈空间，让瓷砖这低频消费产品更吸引年轻消费者的目光。拉近产品与消费者的距离，而在行业中起引领作用需要与年轻世代链接，同频于年轻领域日常消费审美。

Its design concept breaks through industry constraints, aiming to transform ceramic tile products defined as low-frequency consumption into high-frequency retail display modes, making them more suitable for drawing inspiration from high-frequency consumption spaces in daily consumption. The Ferona exhibition hall is transformed into a high-end retail display space, making ceramic tiles, a low-frequency consumption product, more attractive to young consumers. To bridge the gap between products and consumers, and to play a leading role in the industry, it is necessary to connect with the younger generation and align with the daily consumption aesthetics of the younger generation.

陶瓷展厅从低频消费到高频消费场所转变，高频消费场所的空间生命周期需要拉长，从商业市场中了解消费者衣食住行的消费惯性，将情感连接，以“时尚、科技、自然、个性”为设计核心价值，营造出多感官参与的沉浸式体验空间。

利用光线、空间和材料引导来访者情绪节奏，探索具有前瞻性展陈方式，让费罗娜品牌以其先锋性理念，不断引领行业发展。从硂的哑光灰到未来银，和谐又独特，诉说着费罗娜品牌相承历史，精进未来的故事。

The ceramic exhibition hall has transformed from a low-frequency consumption venue to a high-frequency consumption venue, and the spatial lifecycle of high-frequency consumption venues needs to be extended. By understanding the consumption inertia of consumers in clothing, food, housing, and transportation from the commercial market, connecting emotions, and taking "fashion, technology, nature, and personality" as the design core values, an immersive experience space with multi sensory participation can be created.

By utilizing light, space, and materials to guide visitors' emotional rhythms, exploring forward-looking exhibition methods, the Ferona brand continues to lead the industry development with its pioneering concept. From matte gray to future silver, harmonious and unique, it tells the story of the Ferona brand inheriting history and striving for excellence in the future.

星际环旅 Interstellar circumnavigation

自由流动的空间 Free flowing space

场景新体验 New Experience in Scene

展厅原空间呈现扇形结构，全展厅平面设计因地制宜，采用放射形状布局。灵动的穿梭动线没有设限，将新零售空间赋予自由形式的转换，打破传统展厅动线设计，“去动线化”设计赋予空间最大自由度。设计师为展厅打造定向出入口，进入后在展厅陈列架之间自由穿梭，与来访者肆意行走的足迹、不自主的自然围合、随处而落。

The original space of the exhibition hall presents a fan-shaped structure, and the floor plan design of the entire exhibition hall is tailored to local conditions, adopting a radial layout. The dynamic shuttle flow has no limits, giving new retail spaces the freedom to transform into different forms, breaking away from traditional exhibition hall flow design, and giving the space maximum freedom through "de routing" design. The designer has created directional entrances and exits for the exhibition hall, allowing visitors to freely shuttle between the exhibition shelves upon entering, following the footsteps of visitors who wander freely, involuntarily enclosed by nature, and falling everywhere.

展厅采用拉丝不锈钢作为唯一的装饰材料，直立于空间中将展示产品进行分类，而作为展厅中心的“岛台”成为视觉交汇中心点，展厅外围落地玻璃窗，将自然光线融入室内，丰富的光线与产品相互交融，还原产品自然的本质。

生活逐渐脱离复杂化，而追求一种以最短距离将材料、功能、形态结合起来的合理性，及单纯性、个性表达之余，空间内被置入尝试与体验式的设定之中。空间的有机与自然的变化，在游走中感知材质的交融。

The exhibition hall adopts brushed stainless steel as the only decorative material, standing upright in the space to classify the displayed products. The "island platform" at the center of the exhibition hall becomes the visual intersection point. The floor to ceiling glass windows on the periphery of the exhibition hall integrate natural light into the interior, and the rich light blends with the products, restoring the natural essence of the products.

Life is gradually moving away from complexity and pursuing a rationality that combines materials, functions, and forms in the shortest distance possible. In addition to expressing simplicity and individuality, the space is immersed in experimental and experiential settings. The organic and natural changes in space, perceive the blending of materials while wandering.

灵动的弧线 Agile arcs

平面排列放射线设计，14个门道围列成扇形平面的展厅，定制球型灯饰环绕半空，再现宇宙星际的品牌之源。室外光线从门道照射进展厅，立体而灵动，贯彻空间的通透感，赋予展厅更无拘的自述力同时雕刻了空间的模样。利用光线、空间和材料引导来访者的情绪节奏，体现大空间容纳多样展陈的优势，创造不一样的展示空间。

Flat arrangement radiation design, 14 doorways arranged in a fan-shaped exhibition hall, customized spherical lighting fixtures surrounding the air, reproducing the origin of the brand in the universe and interstellar space. The outdoor light shines into the exhibition hall through the doorway, creating a three-dimensional and dynamic atmosphere that embodies the transparency of the space, endowing the exhibition hall with more unrestrained self-expression and carving the appearance of the space. Using light, space, and materials to guide visitors' emotional rhythms, reflecting the advantages of accommodating diverse exhibitions in large spaces, and creating unique display spaces.

∇ 平面鸟瞰图

∇ 立面图

全展厅拉丝不锈钢金属的运用，超高的品质感营造出炫酷的未来科技氛围，各种距离的弧线在平面或立面关系中交错呈现，融入在整体的空间氛围之中，又找到充满平衡感的韵律。设计突破常规实用的领域，向艺术领域探索。

The use of brushed stainless steel metal in the entire exhibition hall creates a cool futuristic technological atmosphere with ultra-high quality. The curves of various distances are presented in a staggered manner in the plane or facade relationship, integrated into the overall spatial atmosphere, and find a rhythm full of balance. Design breaks through the conventional and practical fields and explores the realm of art.

14个门道也是14面展墙，每个展墙上展示不同规格产品，通过金属插件调节，更加灵活地展示产品的多样性。展墙上方是多媒体数字屏，放着带节奏音乐，屏幕上形态各异的产品纹理交相辉映犹如银河，球型灯饰如同无数颗星球悬浮其中。令人不禁遐想到科幻电影中飞船在不同空间里航行，声光电的融合使整个空间充满未来感。

The 14 doorways are also 14 exhibition walls, each displaying products of different specifications, which can be adjusted through metal inserts to more flexibly showcase the diversity of products. Above the exhibition wall is a multimedia digital screen, playing rhythmic music. The various shapes and textures of the products on the screen complement each other like a galaxy, and the spherical lighting fixtures are like countless planets floating in it. One cannot help but think of sci-fi movies where spacecraft navigate through different spaces, and the fusion of sound, light, and electricity fills the entire space with a sense of the future.

展架跳脱出传统的木料和绒布组合，采用不锈钢材质，并在用户产品挑选区域铺上地毯，为来访者提供在随性游走之间，感受自然、舒适、充满人性化的选物体验。在冷暖碰撞、新旧更替之间，通过不同材质的创造性发挥，给人以独特的感官体验。

The display stand breaks away from the traditional combination of wood and velvet, using stainless steel material and laying carpets in the user's product selection area, providing visitors with a natural, comfortable, and humanized selection experience while wandering freely. Through the creative use of different materials, the collision of warmth and coldness, and the replacement of old and new, gives people a unique sensory experience.

光与影之间 Between light and shadow

拉丝不锈钢的展示墙上，对应落地玻璃反映进来的自然光，充盈整个展示空间，玻璃窗外折影所出的光影如壁画嵌入，与之融为一体。时而充满张力，时而隐忍，在“弧线”与“光影”之中突出产品优点最大化的设计当中，来访者可在自然光与灯光下感受产品的不同质感。

最大程度增加光线，扩大视野，凭依光影与灯光交错的影语构建属于展厅的未来感氛围。

The display wall made of brushed stainless steel corresponds to the natural light reflected by the floor to ceiling glass, filling the entire display space. The light and shadow produced by the folding outside the glass window are embedded like murals, blending seamlessly with it. Sometimes full of tension, sometimes restrained, in the design that highlights the maximum advantages of the product between "curves" and "light and shadow", visitors can feel the different textures of the product under natural light and lighting.

Maximizing the amount of light, expanding the field of view, and constructing a futuristic atmosphere belonging to the exhibition hall based on the interplay of light and shadow and lighting language.

未来创新力 Future innovation power

品牌方以链接新世代年轻人品味喜好，及其对商品消费的理解作为商业目的，打造新颖的品牌跨界周边产品，与年轻消费者共鸣。产品陈列展示运用台面与立柜之间高低组合、错落有致的设计手法，产生富有趣味的视觉体验。不锈钢材质材料的运用，更衬托出商品的高级感，其包裹性与节奏营造出更深层次的新零售陈列岛台展示区域。

“岛台”作为展厅空间中心位置，满足了空间品牌多功能展示周边产品形态，既是所有通道的起点，也是所有通道的终点，以多条行径打通空间中心点的链接。岛台空间打造成新商业零售场景，以“小样车”形式展现品牌创意周边产品。展厅同时设有直播间，以年轻人青睐的线上沟通方式，拓展品牌受众疆域。

The brand aims to connect the tastes and preferences of the new generation of young people, as well as their understanding of product consumption, to create innovative cross-border peripheral products that resonate with young consumers. The product display adopts a design technique of high and low combination and staggered arrangement between countertops and cabinets, creating a fun visual experience. The use of stainless steel material further highlights the high-end feel of the product, and its wrapping and rhythm create a deeper level of new retail display island display area.

As the central location of the exhibition hall space, "Island Terrace" meets the multifunctional display of surrounding product forms for spatial brands. It is both the starting point and the ending point of all channels, connecting the central points of the space through multiple paths. The island platform space will be transformed into a new commercial retail scene, showcasing brand creative peripheral products in the form of "sample cars". The exhibition hall also has a live streaming room, which expands the brand's audience territory through online communication methods favored by young people.

作为注重可持续发展理念的费罗娜品牌，设计师共同结合企业所推崇的环保理念。在展厅整体设计方面，全展厅建造采用了大量可循环利用的拉丝不锈钢材料，以及可拆卸并能进行二次循环利用的建造材质，如展示架等产品，体现品牌与设计师共同秉承的环保理念，突显展厅纵深延展的未来科技感的同时，通过既低调又环保的材质点亮整个空间。

As a brand that emphasizes sustainable development, the designers of Ferona combine the environmental protection concept advocated by the company. In terms of the overall design of the exhibition hall, a large amount of recyclable brushed stainless steel materials, as well as detachable and reusable construction materials such as display racks, are used throughout the entire exhibition hall, reflecting the environmental protection concept jointly upheld by the brand and designers, highlighting the future technological sense of the exhibition hall's deep extension, and lighting up the entire space through low-key and environmentally friendly materials.

∇ 鸟瞰图