策站 — 汇聚全球展厅展馆设计策展与分享

空间语言 | WANG FENG 高定礼服展厅

建筑几何的干净利落，玩转全球高定衣料，严谨的细节控……这是专属于“WANG FENG”品牌的型格，是设计师通过空间语言，昭示给消费者的80后知名礼服和婚纱设计师王锋的服装设计哲学。

The clean and concise architectural geometry, mastery of high-end fabrics from around the world, and rigorous attention to detail... This is the exclusive style of the "WANG FENG" brand, which is the fashion design philosophy of Wang Feng, a well-known dress and wedding designer born in the 1980s, revealed to consumers through spatial language by designers.

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项目名称：WANG FENG 礼服展厅设计

项目地点：上海

项目面积：约600㎡

设计机构：更新设计

WANG FENG 高定礼服展厅

WANG FENG High End Dress Exhibition Hall

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“时尚、高级、极简、精致，在整体空间的把控上，我们用建筑体块的穿插，与王锋老师的服装理念相融合，以空间语言去二次传达品牌的设计理念。”设计师周游如是说。“续写“WANG FENG”的品牌文化与精神，成为更新设计对这一空间表达的解题核心。

Fashionable, high-end, minimalist, and exquisite, in terms of overall space control, we use the interweaving of architectural blocks to integrate with Mr. Wang Feng's clothing concept, and use spatial language to convey the brand's design philosophy again, "said designer Zhou You. Continuing the brand culture and spirit of 'WANG FENG' has become the core solution for updating design to express this space.

设计策略丨DESIGN STRATEGY

设计以空间为落脚点，表达由表及里，为商业形态赋予不同维度的价值，从共性契合，定义空间内容，到创造场景，传递品牌的内在精神……

在品牌气质和内核的统领下，空间表达以极致简约为设计定位，黑白灰的高级感，去昭示品牌的调性，亦是让产品在其中跳出的铺垫。

在空间表达上，以视觉抓取符号和结构，内敛的建筑语言，以纯粹的体块穿插出节奏，与品牌的设计手法如出一辙，始终在契合，讲述，加深品牌在消费者心目中的投射。

Design with space as the foothold, expressing the value of different dimensions for commercial forms from the surface to the inside, from common fit, defining spatial content, to creating scenarios and conveying the internal spirit of the brand

Under the guidance of brand temperament and core, the spatial expression is designed with ultimate simplicity as its positioning, with a sense of luxury in black, white, and gray to indicate the brand's tone and lay the foundation for products to break out of it.

In terms of spatial expression, symbols and structures are captured visually, with a restrained architectural language and pure blocks interspersed with rhythm, which is consistent with the brand's design techniques, always fitting, narrating, and deepening the brand's projection in the minds of consumers.

01 具象 | Concrete

品牌的识别，自始至终是空间表达的指向。设计在人与品牌的第一眼初识处，便厘定了情绪的基准。极度的简约，以体块和立面的精准尺度和艺术张力，细雨润如酥般的快速勾勒出品牌初印象的传达。以WANGFENG为背景的LOGO墙成为点题，从图形与文字的视觉印象，升华到设计感的精神，人与品牌链接的窗口就此建立。

The identification of a brand is always the direction of spatial expression. Design sets the emotional benchmark at the first glance between people and brands. Extreme simplicity, with precise scale and artistic tension of the body and facade, quickly outlines the initial impression of the brand through a gentle drizzle. The LOGO wall with WANG FENG as the background becomes the focal point, elevating the visual impression of graphics and text to the spirit of design, establishing a window connecting people and brands.

品牌的调性和精神，被设计提炼为具象的空间语言。极力摒弃过多装饰，只以体块构建韵律，与WANGFENG 品牌的服装理念一脉相承。人到达空间后，在气质上的识别，便借此完成。

The tone and spirit of the brand are designed and refined into concrete spatial language. We strongly reject excessive decoration and only use body blocks to create rhythm, which is in line with the clothing philosophy of the WANG FENG brand. After arriving in space, the recognition of temperament is accomplished through this.

旷达格局，与黑白灰的主色调，是设计在审美之上，服务于商业赋能的另一重思考。空间的主体架构，以环绕型动线，将展示的主动权完全交由服装成衣的展示，以及设计理念的传达。及至此处，品牌，产品，调性等多元维度的识别体系，在空间中一一传达徐徐展开。

The open and spacious layout, combined with the main color scheme of black, white, and gray, is another reflection of design that serves commercial empowerment beyond aesthetics. The main structure of the space, with a surrounding flow line, fully delegates the initiative of display to the display of clothing and finished garments, as well as the communication of design concepts. At this point, a multi-dimensional identification system of brand, product, tone, and other dimensions gradually unfolds in the space.

02 体块 | Block

基于WANG FENG产品系列的婚纱和礼服两大类别，设计使用空间体块穿插的手法，自然勾勒出两大展示体系的聚焦。纵横交错的体块阵列，消解了传统橱窗展示的秩序，让品牌更自由、更近人。

Based on the WANG FENG product series, the wedding dress and formal dress categories are designed using the technique of interweaving spatial blocks to naturally outline the focus of the two display systems. The crisscrossing array of blocks dissolves the order of traditional window displays, making brands more free and approachable.

体块的速写，是设计提取自品牌精神的灵感。建筑几何的干净利落，是设计师用显性手法致意品牌型格，这一创意脉络以结构，材质，色彩等被转译为空间的语言，深化融于品牌的核心内容表达，予以共和加深……

建筑美感的艺术笔触之上，空间设计与品牌的设计理念达成了高度一致。

The sketch of the body block is inspired by the brand spirit in the design. The clean and concise architectural geometry is the designer's explicit approach to paying tribute to the brand's style. This creative thread is translated into the language of space through structure, material, color, etc., deepening the expression of the core content integrated into the brand and deepening the republic

On top of the artistic strokes of architectural aesthetics, the spatial design is highly consistent with the brand's design philosophy.

在设计的构想里，体块承担着多元维度的使命。格局开阖自然富有变化，通过框景，界定等多种结构手法，界定空间秩序，区隔功能边界，制造内在旋律。

In the design concept, the block undertakes a multidimensional mission. The pattern of opening and closing is naturally full of changes. Through various structural techniques such as framing and delineation, spatial order is defined, functional boundaries are separated, and internal melodies are created.

设计循序渐进走向另一条价值赋能的解题思路。视觉成为引导心理的暗语，无需标注，便梳理出共识的动线，去影响人在其中的观感，体验，以及行为。

Design gradually moves towards another value empowering problem-solving approach. Vision becomes a code word for guiding psychology, without the need for labeling, to sort out the consensus flow and influence people's perception, experience, and behavior within it.

在以品牌调性和产品主角为展示核心的主场外，洽谈，试衣，办公等属性自发退居幕后，走向更私密的藏与现，是体系下的另一重成全。两个系统互为顺承，互不干扰，和谐共融于同一时空下。

Outside the main venue where brand tone and product protagonists are the core display, negotiation, fitting, office and other attributes spontaneously retreat behind the scenes, moving towards more private hiding and presentation, which is another achievement under the system. The two systems are mutually supportive, do not interfere with each other, and harmoniously blend together in the same time and space.

03 深远 | Profound

体块交叠出多维立体的空间效果，几何美感之外，人在其中的互动性和视觉转换，营造出意境深远的感官变量。当人处于空间不同的位置时，与体块角度自然而成的视觉透视，带来不同的感官差异。虚实有度，进退随心。

The overlapping of blocks creates a multidimensional spatial effect, in addition to geometric beauty, the interactivity and visual transformation of people within it create sensory variables with profound artistic conception. When people are in different spatial positions, the visual perspective formed naturally from the angle of the body block brings different sensory differences. There is a balance between reality and illusion, and one can move forward and backward according to their own will.

阳光是空间的最好的调光师，设计师妙手偶得的留白与透空，让出光线与婚纱互动的舞台。

Sunshine is the best dimmer for space, and the designer's skillful use of white space and transparency creates a stage where light interacts with the wedding dress.

局部造境，皆是为了烘托品牌的气质与其中产品的定格。无论视觉的焦点和边缘如何变化，每一款礼服都以恰到好处的姿态出现在观者视线之中，不徐不疾，优雅怡然。设计以减法玩转了视觉的艺术，却始终精准拿捏主次关系，回归到赋能商业的本质逻辑。

Local environment creation is all aimed at enhancing the brand's temperament and capturing the essence of its products. No matter how the visual focus and edges change, every dress appears in the viewer's line of sight with just the right posture, graceful and comfortable. Design plays with visual art through subtraction, but always accurately grasps the primary and secondary relationships, returning to the essential logic of empowering business.

"WANGFENG”礼服展示丨"WANGFENG" dress display