策站 — 汇聚全球展厅展馆设计策展与分享

运动社交型零售空间｜Keep线下体验首店

运动科技头部品牌Keep，此次委托品牌体验设计团队立品设计，希望打造首个线下运动社交型零售空间，呈现“一站式运动解决方案”的体验场景。

Keep, a leading sports technology brand, has commissioned its brand experience design team to create the first offline sports social retail space, presenting a "one-stop sports solution" experience scenario.

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项目名称：Keep品牌线下零售体验实体店

项目地点：中国上海

项目面积：172㎡

设计总监：郑铮Zen

Keep线下体验首店

Keep offline experience first store

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洞察到Keep的用户最初的使用场景：随时铺开一张瑜伽垫，跟随线上课程进行运动，立品提出“一平米健身房”的场景概念——即随时随地开启健身：自由运动，运动自由，据此延伸出「自由运动场」的场景主题。同时，立品将瑜伽垫“卷展自如”的视觉语言应用至线下空间，以打破传统运动品牌形象，呈现出舒适、温馨的空间感受，完成“运动生活化”的表达。

sight into the initial usage scenario of Keep users: laying out a yoga mat at any time, following online courses to exercise, Lipin proposed the concept of "one square meter gym" scenario - that is, starting fitness anytime, anywhere: free exercise, free movement, extending the theme of "free exercise field" scenario. At the same time, Liping applies the visual language of yoga mats that can roll freely to offline spaces, breaking the traditional sports brand image and presenting a comfortable and warm spatial experience, completing the expression of "sports lifestyle".

流动曲线，柔软的科技感 | Flow curve, soft sense of technology

内部整体空间融合品牌色调与暖木色为主，形成轻盈而科技感十足的色彩方案，为品牌塑造一个生活化、温馨、活力的零售氛围。选材则以环保软木地板和柔软的TPE材料为主，同时辅以人造石和软膜天花的搭配，实现材料软硬质感的平衡。立品期待以此打破消费者对科技+专业运动的冷硬形象，融入温暖柔和的氛围感，为消费者打造科技感与舒适兼具的购物体验。

The overall interior space integrates brand color tones and warm wood colors, forming a lightweight and technologically advanced color scheme that creates a lively, warm, and vibrant retail atmosphere for the brand. The selection of materials is mainly based on environmentally friendly cork flooring and soft TPE materials, supplemented by the combination of artificial stone and soft film ceiling to achieve a balance between the soft and hard texture of the materials. Li Pin hopes to break the cold and hard image of consumers towards technology and professional sports, integrate a warm and soft atmosphere, and create a shopping experience that combines technology and comfort for consumers.

自由切换场景体验，灵活组合Hub区域 | Free scene switching experience, flexible combination of Hub areas

立品运用“灵活策展”的模式，在门店的核心体验互动区设立了可以自由变化的体验场景，能满足：专业健身教学、社群活动分享、穿戴式智能产品陈列等多种需求。通过灵活的模块化场景组合，拓宽门店活动功能，丰富了消费者在场景中的体验感，提供全新的购物感受。

Li Pin adopts the "flexible curation" model and sets up freely changing experience scenes in the core interactive area of the store, which can meet various needs such as professional fitness teaching, community activity sharing, and wearable intelligent product display. Through flexible modular scene combinations, the store's activity functions are expanded, enriching consumers' experience in the scene and providing a new shopping experience.

体验空间内也将线上APP里用户熟悉的元素同步至线下：动态的LED电子屏上轮播的标志性语音提示：“321，go！”，以及Keep品牌传播最广的口号“自律给我自由”，帮助加深消费者对Keep的品牌印象。

The experience space will also synchronize familiar elements from the online app to offline: the dynamic LED electronic screen displays the iconic voice prompt "321, go!" and the Keep brand's most widely spread slogan "Self discipline gives me freedom", helping to deepen consumers' brand image of Keep.

旁侧零售区域的产品陈列，紧扣各类功能场景——瑜伽装备、增肌减脂、家庭运动好物、户外装备等，形成墙面基础货架单元。其延续瑜伽垫“柔软卷曲”的特点，LED导视灯带位于卷角上方导引视线，暖色哑光烤漆面板与白色洞洞板形成垂直的陈列背景，矮柜柜面模拟瑜伽垫的柔软质感，可灵活组合的货架系统保持了整体设计语言的一致性，便于运动场景主题的深入体验。

The product display in the side retail area is closely related to various functional scenarios such as yoga equipment, muscle building and fat reduction, home sports goods, outdoor equipment, etc., forming a wall mounted basic shelf unit. It continues the "soft and curly" characteristics of yoga mats, with LED guide lights located above the corners to guide the line of sight. The warm matte paint panel and white perforated panel form a vertical display background. The low cabinet surface simulates the soft texture of yoga mats, and the flexible combination of shelf systems maintains the consistency of the overall design language, making it easy to deeply experience the theme of sports scenes.

此外，立品将近年来在Keep线上社群极具流量的赛事奖牌展示墙置于入口处，营造“引流体验”氛围。环保的毛毡背板悬挂和IP联名的奖牌，加强品牌社交互动属性和年轻、趣味的品牌印象。

In addition, Lipin has placed the medal display wall for events that have been highly popular in the Keep online community in recent years at the entrance, creating an atmosphere of "drainage experience". Environmentally friendly felt backboard suspension and IP co branded medals enhance the brand's social interaction attributes and youthful, fun brand impression.

强调参与感，运动生活化 | Emphasize participation and make sports a part of daily life

产品体验场景互动模块以运动情景的方式设立在位于门店最里处的居家体验区，动线上远离主客流，利用落地窗引入自然光线和窗外的绿植景观，营造出居家宁静舒适的“运动情景区”。

The product experience scene interaction module is set up in the home experience area located in the innermost part of the store in the form of sports scenes. The moving line is far away from the main passenger flow, and french window are used to introduce natural light and green plants outside the window, creating a quiet and comfortable "sports scene area" for home.

区域内配置瑜伽垫、健身球等轻量级器械用于消费者产品体验，配合大屏播放瑜伽教程，这一互动体验板块轻松、灵活性强，综合产品进行主题呈现，真实展示了运动生活化氛围。

Lightweight equipment such as yoga mats and fitness balls are equipped in the area for consumer product experience. Coupled with the large screen playing yoga tutorials, this interactive experience section is easy and flexible. The comprehensive product is presented with a theme, truly showcasing the sports lifestyle atmosphere.

自由运动场的货架细节语言 | The detailed language of shelves in the free sports field

自由流动的线条呈现在空间每一处细节，通过动态曲线和节奏感的融合，构建空间叙事——软膜顶灯的圆角、定制可活动中岛台、LED屏圆润的转折、“紫色跑道”的拐角以及陈列架边缘等，均能窥见这一构思的呈现。天花顶部采用定制深灰色冲孔板遮挡杂乱的管道，喷绘的大写「k」字母，使天花板也成为一处品牌露出。

The free flowing lines are presented in every detail of the space, and through the fusion of dynamic curves and rhythm, a spatial narrative is constructed - the rounded corners of the soft film ceiling light, the customized movable island platform, the rounded turns of the LED screen, the corners of the "purple runway", and the edges of the display rack, all of which can reveal the presentation of this concept. The top of the ceiling is covered with customized dark gray perforated panels to block the cluttered pipes, and the printed capital letter "k" makes the ceiling also a brand exposure.