Moment买手店 / 衡建筑

Moment Buying Shop/Hengjian Building
Moment买手店 / 衡建筑

空间策略与环境融合：该项目最令人印象深刻的是其对空间策略的巧妙运用。面对位于二层、客流劣势的挑战，设计师没有拘泥于传统的店铺布局，而是将一层空间打开，打造了一条连接内院与街道的通廊，引入庭院景观，瞬间提升了视觉吸引力。这种“化劣势为优势”的设计思维，巧妙地解决了客流问题，并创造出独特的空间体验。同时，项目在仿古建筑的改造中，采用了类似欧洲古建筑修复的策略，通过现代化的窗框和开窗方式，保留了老屋风貌的同时，也赋予了建筑新的生命。这种新旧对比、虚实结合的设计手法，使建筑既融入了历史环境，又展现了品牌的现代感。

核心功能的空间重塑：项目的核心在于对买手店核心功能的重新解读与空间重塑。设计师认识到买手店的核心在于营造专属的活动场域和提升顾客的归属感，因此在空间中置入了一个“亭”的空间，作为接待常客友人的休憩区。这个“亭”的设计，无论是材质选择、空间布局，都体现了对顾客体验的深度考量。此外，设计者充分利用了倾斜的屋顶，构建了富有层次感的空间体验。通过在“会客厅”定期举办沙龙、分享会等活动，增强了顾客与品牌之间的黏性。这一系列举措，将传统的销售空间转化为一个充满故事性、情感共鸣与体验价值的“展览”，极大地提升了买手店的吸引力和品牌价值。

叙事化体验的游廊设计：项目在空间体验方面，将“游廊”的概念引入，构建了一条流动且叙事感十足的参观动线。通过不同形式的窗与镜子构建一系列“洞口”，宛如相机的取景框，将周围环境的影像引入室内，创造出与人文环境融为一体的氛围。这种“电影长镜头”般的视觉叙事手法，巧妙地将服装陈列与景观元素结合，使空间更具吸引力。设计师还在出口楼梯处改造了一个户外阳台，并将树影定格成长卷，通过连续的影像片段串联起整个空间，为顾客创造了一种穿行园林的沉浸式体验。这种对空间叙事性的强调，以及对顾客体验的极致追求，是该项目成功的关键所在，也为其他商业空间的设计提供了重要的启示。

From the architect. Moment clothing store is located in Xinanli, Nanjing. This used to be the busiest area in the south of the old city. There are a large number of two-story old wooden houses, including Qing Dynasty residences, distributed in the block with Pingshi Street and numerous alleys as the skeleton. To the southeast of the building where Moment is located is the former residence of Gan Xi, known as the "Ninety Nine and a Half Rooms". This architectural complex is one of the largest existing urban ancient residences in China. With it as the core, the entire area is planned as a historical and cultural district, including the buildings where the shops are located, and the surrounding area is in a unified antique style. However, this uniform architectural design has brought many limitations to the renovation of shops. A more tricky issue is that Moment's leased premises are almost entirely located on the second floor of the building. Compared to lower level shops, it naturally has a disadvantage in terms of foot traffic. How to solve this problem while creating a unique brand image for the store that integrates with the antique environment has become the core starting point of design.
来自建筑师。Moment服装店位于南京熙南里。这里曾是老城南最繁华的地区。以评事街及众多巷道为骨架的街区内分布着大量二层老式木房，不乏有清代民居。Moment所在建筑东南紧邻着有“九十九间半”之称的甘熙故居，这座建筑群是国内现存规模最大的城市古民居之一。以其为核心，整个区域被规划为历史文化街区，包括店铺所在的建筑在内，周边均为统一的仿古风格。然而，这种千篇一律的建筑设计对商铺的改造带来了诸多限制。更为棘手的问题是，Moment承租的场地几乎完全位于建筑的二层。相较于底层商铺，其天然存在着客流上的劣势。如何在解决这一难题的同时，为店铺打造既融入古朴环境又独具特色的品牌形象，成为设计的核心出发点。

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The first floor of the building where Moment is located has been divided and rented out, with most of the area occupied by fire stairs, and the remaining available space width is only 3.5 meters. Compared to indoor cramped spaces, outdoor spaces are more eye-catching. Hidden in the courtyard behind the building, towering jujube trees are lush with branches and leaves, and thick tree shadows are mottled and scattered on the ground, hidden in the bustling streets and alleys, creating a peaceful and beautiful scenery. Therefore, we suggest that instead of designing the narrow space on the first floor as a cramped sales area, it is better to open it up as an outdoor space and form a corridor connecting the inner courtyard and the street. The landscape of the inner courtyard is directly presented on the street, attracting pedestrians to stop and wander. Stepping into it, as described in "The Peach Blossom Spring": "At the beginning, it was extremely narrow, but only then could it reach people. After walking dozens of steps, it suddenly became clear." This allows the small storefront to gain more visual extension and also brings customers an experience like entering a "paradise on earth". For the theme of renovating shops in antique architecture, it is necessary to find an intervention method for the facade that can preserve the style of the old house and highlight the brand image of the shops. The design adopts a strategy similar to the restoration and reuse of ancient European architecture, bringing new life and perspectives to the building through modern window frames and openings. The window components are made of weather resistant steel, and the mottled rust on its surface contains a sense of time, which faintly matches the tone of the facade blue bricks. At the same time, the striking colors and the flatness of industrial products distinguish them from brick walls, which can clearly show the old and new relationship of the facade. The window opening on the front facade of the second floor is maintained in the original position, and its size is expanded to french window to make the interior more visible. The windows on the southwest mountain wall are decorated with flying eaves, and the windows on both sides of the corner are formed into a complete, virtual and real corner window through the weaving of steel plates.
Moment所在建筑的一层商铺被分割出租，其中大部分区域被消防楼梯占用，剩余的可用空间宽度仅为3.5米。相比室内的局促，室外空间更具亮点。被建筑藏于身后的庭院内，高耸的枣树枝繁叶茂，浓密的树影斑驳洒落在地面上，隐于熙攘街巷的景致静谧而美好。因此我们建议业主，与其将一层仅有的狭小空间设计成局促的售卖区，不如将其开放为室外空间，形成一条连接内院与街道的过廊。内院的景观直接呈现在街面上，吸引着行人驻足徘徊。步入其中，正如《桃花源记》所描述的那样：“初极狭，才通人，复行数十步，豁然开朗。”这使得狭小的店面获得更多视觉延伸，也为顾客带来如同进入“世外桃源”的体验。针对仿古建筑的商铺改造这一主题，需要为立面找寻到了一种既能保留老屋风貌，又能突出商铺品牌形象的介入方式。设计采用了一种类似欧洲古建筑修复与再利用的策略，通过现代化的窗框和开窗方式，为建筑带来新的生命与视野。窗构件材料选择了耐候钢，其表面的斑驳锈迹蕴含着一种时间感，与立面青砖的调性隐隐契合。同时，醒目的颜色和工业制品的平整度都与砖墙有所区分，能清晰地展现立面的新旧关系。二层正立面的窗洞维持在原有的位置，其尺寸被扩大成落地窗使室内更多地被看见。西南面山墙上的窗装饰有飞檐，通过钢板的织补将转角两侧的窗形成一个完整的、虚实相间的角窗。

© Howie

Inside the courtyard, the facades of the buildings on both sides continue the design language of one side of the street, and due to no longer being limited by the continuity of the street, the facades have greater freedom for renovation. Therefore, the scale of the intervening components was expanded from windows to facades, completely emptying the interior of the original "ancient building" and fitting it into a metal sculpture. The exterior wall of the fire escape staircase has been completely removed and converted into the main entrance of the store. Connected to the corridor, the ground floor of the building presents a complete large-span opening. The window display is interspersed in the center, dividing the opening into two.
在庭院内部，两侧建筑立面延续了街道一侧的设计语言，且由于不再受街道连续性限制，立面得以有了更大的改造自由度。因此，介入构件的尺度从窗扩大到立面，将原有的“古建筑”内部全部掏空，嵌合进一件金属雕塑。消防楼梯疏散口的外墙被整个移除，改作商店的主入口。与走廊相连，建筑底层呈现出一个完整的大跨度开口。橱窗穿插于正中将开口一分为二。

The side close to the entrance has been slanted and deflected, allowing the stairs to be more displayed to guide customers smoothly to the second floor, presenting a more friendly and approachable commercial posture. A horizontally extending long canopy has been installed above the large-span opening on the ground floor. In addition to providing outdoor shelter, the shadows it creates add a hazy and soft aesthetic to the facade interaction between the volumes. Two angle steels pull the edge of the canopy as if they were responsible for the main structural function. The gravity brought by weather resistant steel plates contrasts counterintuitively with the thinness of angle steel, making the canopy seem to float in the air, giving the overall appearance both lively and lightweight.
靠近入口一侧做了斜切偏转，使楼梯得以更多展示来引导顾客顺畅地前往二层，呈现出一种更加亲切、友好的商业姿态。在底层的大跨度洞口上方设置了一个水平延伸的长雨棚。除提供室外避雨功能外，它形成的阴影为体量之间的立面互动增添了一层朦胧而柔和的美感。两根角钢牵拉住雨棚的边缘，仿佛它们承担起主要的结构功能。耐候钢板带来的重力感与角钢的纤细形成了反直觉的对比，令雨棚似乎漂浮于空中，使整体显得既活泼又轻盈。

© Howie

A buying shop is a business model closely linked to the individual attributes of the owner, and the owner's unique aesthetic taste is the core of attracting customers. The relationship between shop owners and customers has become closer, shifting from traditional sales scenarios to interactive communication based on trust and taste. It is very important to create an exclusive event space for the core community, a social and cultural space where one can feel a sense of belonging and unique experiences. For this purpose, a "pavilion" space was placed in the space.
买手店是与主理人个体属性紧密相连的商业模式，主理人的独特审美品味是吸引顾客的核心。店主与顾客间的关系更加紧密，从传统的销售场景转变为基于信任与品味的互动交流。为核心社群打造一个专属的活动场域，一个能感受到归属感与独特体验的社交与文化空间，是非常重要的。为此，在空间中置入了一个“亭”的空间。

Taking advantage of the height advantage brought by the sloping roof, a single slope wooden pavilion will be built at the corner of the plane as a resting area for homeowners to receive frequent visitors and friends. The interior of the wooden pavilion is arranged like a tea room, with seating areas, sofas, and several small chairs surrounding the long table. The front and back of the wooden pavilion are fully opened, maintaining a visual transparency. The bottom of the wooden pavilion is supported by four low square columns, raising the overall height by 75 centimeters, and connected to the ground by a suspended staircase. The ground below is made of washed stones, which together with scattered stones create a fictional outdoor terrain. The floating delicacy of the wooden pavilion is opposite to the roughness of the ground, as if it was originally not here but wandering from afar, just a small stay. A cylinder is placed at the L-shaped corner to weaken the sharpness of the external angle. The interior consists of a fitting room and a nail service area. The cylinder extends into the interior of the wooden pavilion, supporting the mountain of the pavilion, and the curved intersection with the roof softens the space. The wooden pavilion and cylindrical space become the most central "living room" area in the space, regularly inviting core customers to participate in salons, sharing sessions, or new product try on events, enhancing the stickiness between customers and the brand through these interactions.
利用坡屋顶带来的高度优势，在平面转角位置盖起一座单坡面木亭，作为业主接待常客友人的休憩区。木亭内部布置如一间茶室，围绕长案设有卡座沙发和几张小椅。木亭正面与背面完全打开，保持了视觉上的通透感。木亭底部由四根矮方柱垫起，整体抬高75公分，由一段悬浮楼梯与地面相连。下方地面采用水洗石，与散落布置的石块共同营造出一个虚构的户外地形。木亭的漂浮细腻与地面的粗粝相对，仿佛它原本不在此处而是从远方流浪而来，只是小作停留。L形转角处放置了一个圆柱体来削弱阳角的尖锐感。其内部分为试衣间和美甲服务区。圆柱体延伸至木亭内部，支撑木亭的山体，与屋顶形成的圆弧交线柔化了空间。木亭与圆柱空间成为空间中最核心的“会客厅”场域，定期邀请核心顾客参与沙龙、分享会或新品试穿会，通过这些互动来增强顾客与品牌之间的黏性。

© Howie

Clothing display also requires a more immersive experience. Attempt to transform the sales space into an exhibition full of storytelling, emotional resonance, and experiential value. By introducing the concept of "corridor" in traditional gardens, a flowing and narrative style tour route has been designed for customers. The clothing display slowly unfolds around the "reception room". The ceiling corresponding to the path slightly tilts upwards, forming a natural "corridor" space underneath. The stretching curve of the ceiling brings contemporary beauty to the space, while also echoing the ridge curve of Gan Xi's former residence. The ceiling is actually fixed to the roof by hanging locks, with a slender, non structural column set at each end. They serve as a visual fulcrum to lift up the board, making the whole seem to float more lightly.
服装陈列同样需要更沉浸的体验。尝试把销售空间转变为一个充满故事性、情感共鸣与体验价值的“展览”。通过引入传统园林中“廊”的概念，为顾客设计了一条流动且叙事感十足的参观动线。服装陈列围绕“会客厅”缓缓展开。与路径对应的天花微缓上翘，其下自然形成了“廊”的空间。天花舒展的弧线为空间带来当代美感，也同时与甘熙故居的屋脊曲线相呼应。天花实际上由吊锁固定在屋顶上，两侧端头各设置了一根纤细的、没有结构功能的立柱。它们在视觉上作为支点顶起板体，使整体仿佛漂浮起来更加轻盈。

Unlike traditional stores where clothing is the sole protagonist of the space, Moment injects more landscape elements. Along the "corridor", a series of "openings" are constructed by different forms of windows and mirrors, resembling a camera's viewfinder, capturing images of the surrounding environment and introducing them as landscapes into the interior. Through visual storytelling like long shots in movies, Moment creates an atmosphere that blends seamlessly with the cultural environment. These landscapes not only serve as backgrounds for customers to try on clothing, but also give the space more value for photo taking and social communication.
与传统卖场将服装作为空间唯一主角不同，Moment注入了更多景观元素。沿着“游廊”，由不同形式的窗与镜子构建出一系列“洞口”，宛如相机的取景框，捕捉周围环境的影像将其作为景观引入室内。通过如电影长镜头般的视觉叙事，Moment创造出与人文环境融为一体的氛围。这些景观不仅成为顾客试穿服装时的背景，也赋予空间更多打卡拍照和社交传播的价值。

The huge vertical window at the entrance is equipped with perforated mesh panels, and the tree shadows filtered through the mesh are hazy and mottled. A mirror is arranged on the wall between the two windows in the southwest corner, and the reflected image inside is interwoven with the scenery outside, creating an interesting visual illusion. The two floor to ceiling windows on the side facing Rongzhuang Street enter the continuous view of the roof of Ganxi's former residence. As the end of the space, an outdoor balcony has been renovated at the exit staircase, and horizontal long windows freeze the tree shadows outside into a flowing scroll. The corridor connects this series of video clips into a closed loop, transforming the wandering experience of the clothing store into an immersive feeling of walking through the garden.
入口处的巨大竖向窗面安装了冲孔网板，透过网孔筛入的树影朦胧斑驳。西南角两扇窗之间的墙面上布置了一面镜子，室内反射的影像与窗外景色接续交织在一起，形成了有趣的视错觉。面向绒庄街一侧的两扇落地窗框入了甘熙故居屋顶的延绵景致。作为空间的结尾，出口楼梯处改造了一个户外阳台，水平长窗将外面的树影定格成一幅流动的长卷。游廊将这一系列影像片段串联成一个闭环，将服装店的闲逛体验转化为穿行园林的沉浸式感受。