北京•知嘛健康环球影城店：新零售空间的“元宇宙”-灵感家

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北京•知嘛健康环球影城店：新零售空间的“元宇宙”

刚刚

来源：無象空间

作者：灵感家

随着北京环球影城盛大开幕，由北京市国资委参与打造的“北京有礼”新零售店面成为环球影城地铁站前的“首站”，王永用30㎡的内部独立空间为知嘛健康构筑颠覆以往的新零售体验场。

干一杯熬夜水，忽觉神清气爽，脚下腾云
旋转扶梯翻转交错直达穹顶
眼前世界开始无尽延展……
定神凝视，“知嘛健康”四字赫然于吧台正面——
长舒一口气，方知仍在现实。

After a night-owl drink, you feel instantly refreshed, start walking in the air all the way up to the ceiling along the twists and turns of the spiral stairs and in front of your eyes is unfolding a world that sees no end…
While you chill out, you see four Chinese characters that read “Zhima Health” in front of a counter. That’s when you let out a sigh of relief, realizing what happened was nothing but hallucination.

▼项目概览，Overall of the project © 郑焰

作为老字号转型升级的领军品牌，同仁堂知嘛健康在WUUX无象空间设计师王永操刀下，已呈现知嘛健康北京大兴0号店与双井1号店，朋克养生浪潮迅猛拍上年轻人的堤岸。随着北京环球影城盛大开幕，由北京市国资委参与打造的“北京有礼”新零售店面成为环球影城地铁站前的“首站”，王永用30㎡的内部独立空间为知嘛健康构筑颠覆以往的新零售体验场。

As a leader in the transformation and upgrade of time-honored brands, Zhima Health, a brand owned by the renowned TCM firm Tongrentang, draws the wisdom of the interior designer Wang Yong from Beijing Wuxiang Space Architecture Design Studio to put two stores-zero store in Daxing District and No.1 store in Shuangjing area-in place, highlighting a lifestyle trend that values both punk and health preservation among the young generation. Along with the grand opening of the Universal Beijing Resort, a new retail store “Beijing Youli” under the support of Beijing State-owned Assets Supervision and Administration Commission also made its debut as the first suggested stop for the park visitors after they get off from the subway station. As a shop-in-shop, a disruptive new retail experience area for Zhima Health was designed by Wang Yong for an independent space of 30 square meters in the store.

▼知嘛健康环球影城店空间体验演绎，Demonstration of the Shopping Experience in the Retail Space © WUUX無象空間

再升级难点 – 设计师的双重课题
Design Challenges of Re-upgrade -Two Tasks for the Designer

“北京有礼”是在市国资委参与提出的老字号“守正创新”号召下诞生的代表城市人文精神的老字号品牌汇集平台。环球影城商业空间的开业集结号令近30家中华老字号、北京老字号和知名品牌聚拢，在国潮脉动下，老字号在潮流汇聚的新地标聚集发力也成为这一阶段的新议题。

In response to the call of “carrying on the essence while pursuing innovations” of time-honored brands proposed by Beijing State-owned Assets Supervision and Administration Commission, Beijing Youli emerged as a multi-brand store that gathers a portfolio of traditional brands that represent the humanitarian spirit of a city. Its opening at Universal Beijing Resort has pooled nearly 30 local or national time-honored brands as well as other recognized ones, which, spurred by China Chic and together with other fashion brands, have formed a synergy as the new limelight at the new landmark.

▼元素提取与设计手稿，Design Manuscript © WUUX無象空間

有了0号店和1号店的积淀，知嘛健康已经带领消费者迈入了新阶段——空间除了满足功能性和社交属性，给消费者带来什么样的情绪价值在这一阶段显得更为重要，这也是王永面临的首个课题。另一个难题则来自空间本身条件——空间在北京有礼店内作为一个6.5m×4m的空间盒子嵌套，内部面积近30㎡。相较于大兴0号店和1号店，新空间面积十分有限，如何在极端受限的三维空间里翻出“第四维”而弱化“小”的体验感，是王永面临的第二个课题。

With the experience of two existing stores, Zhima Health has taken consumption experience to the next level-on top of functionality and social networking, the space is expected to also offer an ever more critical emotional value for consumers, which is what Wang Yong must address as the first challenge. The second challenge comes from the space itself-a 6.5m×4m box area of less than 30 square meters. Given its relatively compact size compared to the other two stores, Wang Yong has to figure out how to minimize the “small” feeling of the confined space through the addition of a “fourth” dimension based on a 3D design concept.

▼场地条件本身成为第二个设计难点，The second design challenge lies in the restriction of the space © WUUX無象空間

设计构想 – 空间的唯一性
Design Concept – The Uniqueness of the Space

王永尝试用一种全新的空间风格锁定知嘛健康的客群，这种风格既要符合环球影城本身的文化、年轻人多元的消费偏好、知嘛健康的品牌基因，同时要搭载于场地本身的条件之上。

What Wang Yong had in mind was to target a certain customer group for Zhima Health with a brand new architectural style, which should conform with the culture of Universal Beijing Resort, cater to the diversified consumption preferences of the young generation, comply with the brand genes of Zhima Health and fit in the limited space.

▼产品分区布局及动线设计都更倾向轻盈立体，
3D product arrangement plan and circulation design © 郑焰

因此，王永和团队最终决定把电影、多维、潮流、传统基因有机地组合在一起，向进入者传达潮流科幻又轻快友好的空间体验感。在产品方面，知嘛健康在这个更偏向概念化的空间里则主打轻饮品售卖陈列，结合场地面积有限但高度受限较小的特点，产品分区布局及动线设计都更倾向轻盈立体，最终合力呈现一个翻转无穷，同时落脚实在的知嘛健康新零售空间。

As a result, Wang Yong and his team decided to incorporate inspirations from Inception, multi-dimension, fashion and traditional brand genes into the design to deliver a space which is on the one hand fashionable and sci-fi and on the other light and friendly. As Zhima Health features the display and selling of light drinks in the quasi-concept store, Wang Yong, considering its finite space with a raised ceiling, worked out a light and 3D product arrangement plan and circulation design, resulting in a new retail space with a devotion to a sense of infiniteness and preservation of functionality.

▼在稳定的木质底色上以垂直高耸的圆角弧线彼此交叠穿插，Taking advantage of the high ceiling and deployed numerous towering wood arches, which were designed to intersect on the ceiling © 郑焰

空间呈现 – 30㎡元宇宙
Space Presentation – A 30㎡ Metaverse

借助空间挑高充分的条件，在稳定的木质底色上，王永以垂直高耸的圆角弧线彼此交叠穿插，在空中定义出数个开敞的拱形门扇，拱门在天花交汇处彼此穿过，然后再次流向货架夯土墙的底部。四组接近1:1的旋转木质楼梯漂浮交叠，从高处穿越拱门环游，无所不在。整个空间在弧线与结构体的作用下像一只被缓缓拉开的风琴，被折叠的时空正在苏醒。

Taking advantage of the high ceiling, Wang Yong deployed numerous towering wood arches, which were designed to intersect on the ceiling and then extend all the way down to the bottom of the rammed earth walls where product shelves were mounted. Four pairs of life-size wood spiral stairs echo each other overhead, threading through arches from a height and dominating the shop-in-shop. The entire space, thanks to the arches and stair structures, resembles an unfolded accordion which is waking up the folded time and space.

▼拱形门扇在天花交汇处彼此穿过后再次流向夯土墙底部，
The arches intersect on the ceiling and then extend all the way down to the bottom of the rammed earth walls © 郑焰

▼拱形门扇细部，Details of the arches © 郑焰

在水平和垂直的双方向上，镜面材料将空间再次延展。整面玻璃板作为屋面和一侧墙壁使用，时空倒置交错的场景又在横向和纵向上无尽蔓延，空间的边界消失，时间似乎也在轻微的炫目下被扭曲拉伸，灯光勾勒线条也从下方照亮地面，一个新零售空间的“元宇宙”正等待加入。

On both horizontal and vertical dimensions, the use of mirrors enhances visual spaciousness. A whole glass on the ceiling and one side of the wall, together with the stretching structures that present a distortion in time and space, seems to have eliminated the boundary of the space and distorted time in a dazzling way. With light projecting from underneath the ground and structured light belts on the arches, a metaverse of new retail space is throwing its arms wide open to all customers.

▼四组接近1:1的旋转木质楼梯漂浮交叠，
Four pairs of life-size spiral wood stairs echo each other overhead © 郑焰

新价值 – 品牌基因，亦正亦新
New Value – Brand Genes That Combine Tradition and Innovation

所有的老字号都标志着某个时代被追逐的潮流风尚。国潮的兴起与其说是文化复兴，不如说是文化与价值的轮回。不可复制的文化与精神基因让“回潮”的老字号得以薄发。从枸杞咖啡到熬夜水，知嘛健康几乎招招致胜，似乎在向飞速前行的时代和蓬勃的年轻人致意，宣告作为老字号他们已然掌握了新时代的语言体系。如果年轻人需要一杯时髦又养生的“熬夜水”，那知嘛健康的这一杯就是血统纯正的代表。

As all century-old brands denote a particular trend or fashion in a certain era, the rise of China Chic is more of the rebirth of culture and value than cultural revival. In particular, the irreplicable culture and spirit in the brand genes have enabled the reinvigoration of time-honored brands. From Goji Berry Coffee to Night Owl Drink, Zhima Health has achieved continued success, celebrating the everchanging time and the aspiring young generation and asserting its say as a new brand under a time-honored one in the modern era. For any young person who is looking for a trendy and healthy night owl drink, Zhima Health is poised to provide a most authentic solution.

▼时空倒置交错的场景在横向和纵向上无尽蔓延，The scene of the inversion of time and space spreads endlessly both horizontally and vertically © 郑焰

从几个世纪的品牌积淀，到近2万平米的0号概念店，再到如今30㎡内的新零售社交场所，知嘛健康用灌注在品牌内核里的创新和勇气向未来市场不断抛出橄榄枝，面临新市场和新消费群体的需求，知嘛健康正将根植百年的品牌基因与新消费需求借由空间酿成一杯新酒，而王永正是那个领跑空间设计的人—— 在环球影城这一站，他希望知嘛健康和年轻人的相遇是一次打破边界的情绪拥抱，亦正亦新，见微而知著。

Building on Tongrentang’s brand recognition over the past few centuries, Zhima Health, through the concept zero store covering an area of nearly 20,000 square meters and the new retail social space of merely 30 square meters, is extending its antenna with innovation and courage ingrained in the brand to reach the future market. To meet the demands of the new market and new consumption groups, it is brewing a new interpretation for the genes of its parent brand through space, for which Wang Yong has led the interior design – in hopes that the retail space at Universal Beijing Resort can strike a chord with the young customers, heralding a brighter future for Zhima Health albeit a small beginning through the combination of tradition and innovation.