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苏宁极物，未来零售业态的诗和远方

The landscape in prospective retail industry

互联网的冲击下，很多实体零售甚至出现了负增长的情况。在这样的趋势下，线下实体店该如何突破固有经营思维，这是对经营者的考验,也是对零售空间设计师的考验。

南京，古称“金陵”，是一处文学之昌盛、山川之灵秀的地方，如今苏宁极物也正式融入这个充满诗情画意之地，坐落于燕子矶，总面积1200m²+。涵盖了文学书籍、品质生活、设计视界、荣耀王者、潮玩手机、童生童趣六大业态，苏宁极物其沉浸式的购物体验，从环境匹配出发，在观感、触感上为顾客提供了生活新体验，解决线上购物体验不足的短板。

苏宁极物，对“人、货、场”重构理念，既是把握了空间经营的核心竞争力，同时也在大数据的推动下，为实体零售点的创新转型提供了新的思路和机遇——百货、家居、3C等多个类目的产品，以奇特又整体的方式组成店内风景。不仅是有需要的顾客入店拣选，人们喜欢在这里“杀时间”，沿着货架上的电子屏边逛边看，互动感受精选商品背后的故事，体验品牌传递的美好生活理念，不知不觉就被这些极致好物所吸引，最终完成消费买单。

Threatened by online shopping, the physical retail business, faces negative growth. Under the background, however, brick-and-mortar retailer should make a breakthrough over commercial ideology. This ordeal blocks the way of operators and space designers in retail industry.

Nanjing, known as "Jinling" in ancient time, is a picturesque place with magnificent mountains and abundant cultural atmosphere. At this moment, Suning

blends into this idyllic city. The store is more than 1200 square meters ,located in Swallow Rock. Six independent parts like literature books, quality lifestyle, designer works ,Honor of Kings, 3C , children products were integrated into this store. As echo to peripheral environment ,Suning serves customers with novel experience from impressions and tactility branches, producing immersive experience compared with online shopping

Suning store restructured the relationship among people, merchandise and space. Big data promoting physical retailing transformation by producing brand-new conception. Groceries, household and 3C products are implemented into the space in a peculiar and unified way. Interactive LED screen on the wall transmits the story behind selected products and discriminating life philosophy which appeal to customers to spend some time and consumption achievement.

首先映入眼帘的是深灰色竖状外立面，设计师采用铝方管材质增加了视野高度和宽阔性，使苏宁极物更具有生活的稳重气质。

We see a vertical bar shaped facade puts on dark gray tone in first sight and aluminum square tube adopted

by designers to expand visual fieldand increase maturity.

整体视觉上，以原木色为主，整体设计感极强，水泥与木纹相结合，黄色灯光营造出温暖而又文艺的情景，设计师给整个空间赋予了美学与情感的灵魂，希望将顾客带入丰满有触觉、静谧有味道的动人世界。

We see a vertical bar shaped facade puts on dark gray tone in first sight and aluminum square tube adopted by designers to expand visual fieldand increase maturity.

书架设计通常使用垂直和水平线来分配空间立面，但设计师使用了流动的曲线作为苏宁极物的一处空间语言.4米高的书架氛围中，创造出一个平行小空间，可以让顾客在这里通过阅读同生活进行一场温柔的对话，诉说一种思考的时间感和空间感。

Designers substitute fluid circulation as a sort of space laguage for Vertical and horizontal lines.4 meters shelves
create a tiny space where customers conduct a pleasant dialogue with reality through reading.

不同于传统的阶梯仅仅是作为连接楼层的单一用途，设计师希望阶梯是一处可以通往人内心深处的宁静片刻，顾客可以在阶梯上看书、休憩、发呆......所以，设计师使用带有纹理的木质，营造出一处随性、自由的阶梯休憩区，使苏宁极物有了一处更多可能发挥的功能区。

Distinguish from traditional stairs, the conjunction of floors, while the one in the Suning makes customers get access to read, rest and find their inner peace. The casual stair area as well as a function zone where benefited by textile wood.

楼梯贯穿3C区域、极物区域、书籍区域，设计师以楼梯作为空间的语言，视觉上延伸了书籍区域的纵深感，使空间更具有延展的想象空间。

Stairs is the clue of the space ,which run through 3C,quality goods, books part, and expand books zone’s depth with imagined extension space

靠窗区域，设计师把这里规划成咖啡阅读休闲区。这里是一处聚流的集合处，顾客可以端着咖啡一边欣赏落地窗的迷人夜景，一边阅读书籍，心绪如清泉般平静。增加了逗留时间，也就增加了顾客在这里继续消费的可能性。

The window area is a confluence of flows, projected as coffee-reading lounge where customers could enjoy fascinating nocturne while reading. In the meantime, prolonging dwell time and increase consumption possibilities.

数码区域简化了不必要的装饰，设计师以最极简的方式呈现电子数码产品，让顾客可以自由体验的同时，更自在地领略苏宁极物的舒适和温馨。Digital products are exhibited in a minimalist way through ornamental simplification, make customers feel free in this inviting space.

苏宁极物里，最特别的一处地方就是这个蓝色的王者荣耀区域，为了呈现出游戏的刺激效果，设计师用蓝光色作为空间区分，在这里，顾客可以尽情地享受在游戏的世界里。

The Honor of Kings zone with blue tone is the most particular area in this store. As blue light is the distinguishable trait from remain parts, customers enjoy stimulant effect in the game world

设计师以生活场景感作为陈列方式，当顾客想去旅行时，只要在一个区域里，就可以买到旅行所需要的绝大多数物品。

Exhibition system take inspiration from life context, customers could buy most of travel goods in one area.

Project name: Suning quality goods store in Swallow Rock
Designed by: D&M creative Co., Ltd.
Designers: QiuQiping, LiDonghui,LiuWeiyan,YuJuesen,FanHansong
Website:http://www.shopvmd.com/p-163.html
Time :August, 2018
Location:Nanjing,China
Space area:1200㎡

项目名称：苏宁极物燕子矶店
设计方：店与面（广州）创意设计有限公司
设计团队：丘启平、李东辉、刘伟燕、叶广宏、余爵森、范汉松
公司网站：http://www.shopvmd.com
完成时间：2018年8月
项目地址：中国南京
建筑面积：1200㎡