Studio Doherty设计的 Mimco新旗舰店标志着这个澳大利亚标志性品牌进入了一个新时代。简约的色调、大胆的建筑曲线、复杂的细节和多层次的材质凝聚成一个零售空间，向品牌的传统和演变致敬。Studio Doherty与客户合作开发了一种永恒的建筑语言。这家商店的设计标志着Mimco方向的转变，Mimco希望采用一种大胆、动感和精致并存的新方法。店面还需要体现出一种沉稳和克制的感觉，让不断旋转和不断变化的产品系列占据中心位置。
Mimco’s new Chadstone flagship store by Studio Doherty marks a new era for the iconic Australian brand. The stripped back palette, bold architectural curves, intricate detailing, and layered materiality coalesce into a retail space that pays homage to the brand’s heritage and evolution. Studio Doherty worked with the client to develop a timeless architectural language. The store design marks a change of direction for Mimco, who wanted a new approach that was equal parts bold, dynamic, and sophisticated. The store also needed to manifest a sense of calmness and restraint, which allows the rotating and ever evolving product range to take centre stage.
在整个设计中，曲线和雕塑形式都得到了很好的运用。曲线美学在首次接近商店时尤为明显，商店外立面宏伟、舒展的绿色拱门立即将该空间与周围繁忙的租户区分开来，膝盖高的渲染基座穿过店面玻璃，让人领略到店内的风采。起伏的墙壁上点缀着圆形的基座，这种姿态延伸到整个商店的周边，并被用来轻柔地引导顾客穿过空间。这些基座是经过深思熟虑的建筑形式，其设计目的是让它们可以轻松地作为手袋和配饰的展示空间。
Curved, sculptural form is used to great effect throughout the design. The curve aesthetic is particularly apparent when first approaching the store – the grand, sweeping green arch to the store facade immediately demarcates the space from the busyness of the surrounding tenancies and the knee height rendered plinths piercing through the storefront glazing provides a taste of what awaits inside. Undulating walls are punctuated with rounded plinths, a gesture that extends to the entire perimeter of the store and is used as means of gently guiding the customer through the space. The plinths were highly considered architectural forms that were designed so that they could easily double as display opportunities for bags and accessories.
客户体验是设计过程的核心。Studio Doherty和客户都希望打造一个充满不同趣味的精品店空间。珠宝展示区采用了降低隔板和镜高的设计，以营造一种亲切感，摒弃了店铺入口处的宏伟气势。这种刻意的分界在整个商店的陈列中都很明显，所有陈列都经过广泛的考虑和设计，以展示各种产品，即从微小的纯银首饰到大型包包。
The customer experience was central to the design process. Both Studio Doherty and the client wanted to create a boutique space that that had different moments of interest peppered throughout.The jewellery display, complete with lowered bulkheads and eye height mirrors are designed in a way to create an intimacy that eschews the grandness of the entry to the store. This deliberate demarcation is evident throughout the store displays, which were all extensively considered and designed to show off a wide range of product – from the minute sterling silver jewellery to large overnight bags.
雕塑形式贯穿了整个建筑，这在位于商店后部的一个固定陈列架上尤为明显，该陈列架由瓷砖柱子组成，穿透漂浮的陈列基座，并配有蜿蜒的陈列栏杆。正上方天花板上的弧形凹槽兼具照明功能，点缀了这一雕塑般的插入物，两者共同构成了商店的视觉锚点，既吸引了顾客，又鼓励他们在陈列架周围徘徊。瓷砖柱的高度与遍布各处的较低基座形成鲜明对比，这更增添了该特色及其所突出的产品的诱惑力。
Sculptural form is woven throughout the architecture, this is particularly evident in a fixed display situated towards the back to store, which consists of tiled column piercing through floating display plinth, complete with winding display rail. This sculptural insertion is punctuated by a curved recess to the ceiling (which doubles as light feature) directly above, both work together to act as a visual anchor in the store, which both draws customers in and encourages them to meander around the display. The height of the tiled column is in direct contrast to the lower plinths dotted throughout, which only adds to the allure of the feature and the products it’s highlighting.
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