ROSE HOTEL " 玫瑰酒店 "

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LOCATION ▸ HANGZHOU, ZHEJIANG

CLIENT ▸ SHUSHU/TONG

YEAR ▸ 2024

STATUS ▸ COMPLETED

PROGRAMME ▸ CLOTHING STORE

COLLABORATORS ▸ -

PHOTOGRAPHER ▸ ZHUDI@SHADOOPLAY

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PROJECT SYNOPSIS ▾

COMMERCIAL RETAIL SPACES OFFER CONSUMERS ORIGINAL EXPERIENCES, SPECIFICALLY REFLECTED IN CUSTOM-TAILORED UNIQUE ELEMENTS THAT PROVIDE RELAXATION AND COMFORT WITHIN INTIMATE ENVIRONMENTS, AS WELL AS THE EXCITEMENT AND DESIRE SPARKED BY UNFAMILIAR YET INTIMATE ATMOSPHERES. FROM THE "LIVING ROOM" THEME TO THE "HOTEL" THEME, DESIGN TAILORED TO SPECIFIC SCENARIOS EXPANDS THE POSSIBILITIES OF BRAND SPACES AND FURTHER REINFORCES THIS HIGHLY RECOGNIZABLE VISUAL CONCEPT....

THE SETTING OF THE SCENE BEGINS WITH THE SPATIAL LAYOUT: A CIRCLE, A RECTANGLE, AND TWO TRIANGLES. THE "CIRCLE" IS THE ROTUNDA AT THE ENTRANCE, WHERE A "SLIDING DOOR" SEPARATES THE INSIDE FROM THE OUTSIDE, CREATING AN ARRIVAL EXPERIENCE WHILE ALSO FORMING THE MAIN VISUAL ELEMENT VISIBLE FROM THE EXTERIOR. ITS CONTENT CAN BE FLEXIBLY ADJUSTED ACCORDING TO SEASONAL THEMES. PASSING THROUGH THE SECOND SPACE—THE "SLIDING DOOR"—A SUBTLE SHIFT IN ANGLE GUIDES CUSTOMERS TO THE "FRONT DESK," ENTERING THE RECTANGULAR RETAIL SPACE. THE "FRONT DESK" DIVIDES THE RECTANGLE INTO AN OPEN MAIN RETAIL AREA AND AN INTIMATE VIP ZONE. THE SQUARE STRUCTURE DEFINES A CLEAR SENSE OF ORDER, WHILE A MIRROR AT THE FAR END ENHANCES THE DEPTH OF THE RECTANGULAR SPACE. TWO TRIANGULAR FITTING ROOMS ARE HIDDEN BEHIND CONCEALED DOORS, WAITING TO BE DISCOVERED AS THE DEEPEST SECRETS OF THE SPACE.

IN MATERIAL SELECTION, WE SOUGHT AN ARTISTIC APPROACH TO EXTEND THE BRAND’S ROMANTIC IDENTITY. HAND-CARVED AND POLISHED PLASTER FLOWERS APPEAR REPEATEDLY THROUGHOUT THE SPACE—WHETHER ON THE CURVED PLASTER WALLS OF THE ROTUNDA OR INLAID INTO WOODEN SLIDING DOORS AND WALLS—SERVING AS DELICATE DECORATIVE ACCENTS. THE HANDMADE NATURE OF THESE ELEMENTS MEANS NO TWO FLOWERS ARE EXACTLY ALIKE. GIO PONTI-DESIGNED BRASS HANDLES, WARM WALNUT WOOD WALLS, AND WALL-TO-WALL PALE YELLOW CARPETING CREATE AN IMMERSIVE SPATIAL EXPERIENCE. HAND-BLOWN LOGICO GLASS LIGHTING FIXTURES HANG HIGH IN THE CENTER OF THE ROTUNDA, INTERPRETING A ROMANTIC, DRAMATIC DREAMSCAPE IN A MODERN LANGUAGE.

商业零售空间提供消费者原创体验，具体反应在量身定制的独特元素，提供私密环境的放松和舒适，以及陌生且亲密情调所引起的刺激和欲望，从“会客厅”主题到“酒店”主题，针对特定情境的设计拓展了品牌空间的可能性，也使这种极具辨识度的视觉概念得到进一步强化。

情境的设置从空间布局开始：一个圆、一个矩形和两个三角形。“圆”是入口处的圆厅，一道“移门”区隔了内外，营造到达的体验，同时构成对外的主视觉，可以根据当季主题灵活调整内容。经过第二空间“移门”，微妙的角度转换将顾客引导至“前台”，进入矩形的零售空间。“前台”将矩形划分成开敞的主零售空间和私密的贵宾区，方正的结构定义清晰的秩序，尽端的镜面强化了矩形空间的纵深感。两个三角形的更衣间被隐藏在暗门后，作为最深处的秘密等待着人们发现。

在材料选择上，我们寻求艺术化的方式，延续品牌的浪漫属性。手工雕刻并打磨的石膏花朵反复出现在空间各处，或是圆厅中的弧形石膏墙体，或是镶嵌于木质移门和墙面，成为局部的装点。手工制作的方式，意味着没有两朵花的造型是完全一致的。GIO PONTI设计的黄铜把手，温暖的胡桃木墙面和满铺的淡黄色地毯营造出沉浸式的空间体验，手工吹制的LOGICO玻璃灯具高悬于圆厅中央，以现代语言诠释浪漫的戏剧性梦境。

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