ADIDAS ORIGINALS 安福 322 旗舰店 / 東木筑造 + TO ACC

ADIDAS ORIGINALS Anfu 322 Flagship Store/Dongmu Construction+TO ACC
ADIDAS ORIGINALS 安福 322 旗舰店 / 東木筑造 + TO ACC

在地文化的巧妙融合： 该项目最显著的亮点在于其对上海本地文化的深刻理解与巧妙运用。设计师并未简单地复制品牌元素，而是深入挖掘上海历史建筑的几何线条、老洋房的压花玻璃、百叶窗等在地化元素，并将这些元素与阿迪达斯经典的品牌符号巧妙融合。通过这种方式，项目不仅保留了建筑的历史底蕴，更赋予了品牌全新的生命力，构建了一个充满文化底蕴的沉浸式零售空间。这种设计手法有效地拉近了品牌与当地消费者之间的距离，创造了独特的购物体验，体现了对当地文脉的尊重与创新。

空间体验的创新与互动： 项目在空间设计方面展现了极高的专业水准，从“简约、创新、视角、标志”四个维度出发，构建了一个多重动线系统。这种设计理念打破了传统零售空间的束缚，创造了更具探索性、互动性和体验感的空间。通过引导消费者在交互与游逛之间主动感知品牌内容，并生成个性化的消费路径，实现了商业空间与消费者之间的深度连接。特别是标志性的“贝壳头”装置和橱窗展示，不仅点亮了街区界面，也为消费者提供了全新的互动体验，迎合了年轻一代的消费习惯，使得整个空间充满了活力和吸引力。

历史建筑的保护与再利用： 该项目在旧影院建筑的基础上进行改造，对原有建筑结构和历史痕迹的保留与再利用，是其另一个重要的亮点。设计师通过限定材料语言和控制构造尺度，在保留建筑历史感的同时，赋予其新的品牌内涵。外立面设计巧妙地运用了阿迪达斯经典蓝贴膜玻璃与乱纹不锈钢窗框，隐喻经典三条纹，使品牌标识在原始界面上形成当代化的视觉演绎。这种对历史建筑的尊重，与对品牌元素的创新性运用相结合，展现了设计师对可持续设计理念的深刻理解，也为城市更新提供了新的思路与范例。

Embedding Adidas' timeless Originals brand narrative into the architectural structure of the old cinema, the design team TOMO Dongmu Construction activates cultural DNA with a pioneering attitude, creating an immersive retail scene that integrates local culture and coexists with the neighborhood. Design and extract local elements such as geometric lines of historical buildings in Shanghai, embossed glass doors and windows of old western-style houses, blinds, etc., integrating classic brand elements with Shanghai style culture.
将 adidas 历久弥新的 Originals 品牌叙事嵌入老影院的建筑结构之中，设计团队 TOMO 東木筑造以先锋姿态激活文化 DNA，构建一个融合在地文化、与街区共生的沉浸式零售场景。设计提取上海历史建筑的几何线条、老洋房压花玻璃门窗、百叶窗等在地化元素，融合品牌经典元素与海派文化。

Create a brand experience space from four dimensions: simplicity, innovation, perspective, and logo, and build a multi flow system that is perceptible, explorable, and interactive. Based on the logic of exploration, interaction, and experience, the store is constructed as an immersive space with social attributes, guiding consumers to actively perceive brand content between interaction and browsing, and generate personalized consumption paths.
以简约、创新、视角、标志四个维度打造品牌体验空间，构建一个可感知、可探索、可互动的多重动线系统。基于探索、互动和体验的动线逻辑，将店铺构建为一个具社交属性的沉浸式空间，引导消费者在交互与游逛之间，完成品牌内容的主动感知，进而生成个性化的消费路径。

The update strategy of the exterior facade preserves the main structure and historical traces of the original building, transforming it into a carrier of brand narrative. TOMO seeks a balance between preservation and reconstruction by limiting the material language and controlling the construction scale.
外立面的更新策略保留了原建筑的主体结构与历史痕迹，转化为品牌叙事的载体。TOMO 通过限定材料语言与控制构造尺度，在保留与重构之间寻求平衡。

The design cleverly adopts the brand's classic blue laminated glass and randomly patterned stainless steel window frames, defining three vertical window frames on the facade, symbolizing the classic three stripes. One side is embedded with a glowing clover brand logo, and the brand symbol forms a contemporary visual interpretation on the original interface. The design follows the brand's trendy genes and continues the story of the old building.
设计巧妙地采用品牌经典蓝的贴膜玻璃与乱纹不锈钢窗框，在立面界定了三个竖形窗框，隐喻经典三条纹。一侧嵌入发光三叶草品牌标识，品牌符号在原始界面上形成当代化的视觉演绎，设计以品牌的潮流基因，延续老建筑的故事。

Three different display windows showcase products, staging a series of stories about clover. The iconic giant "shell head" device on the right side of the storefront lights up the interface of the street, providing consumers with a new interactive experience and responding to the check-in culture of trendsetters. The metal material used in the device forms an interesting contrast with the facade texture of the old buildings in the block, integrating trendy genes into the historical district and showcasing a deep dialogue between the brand and local culture.
三个不同的橱窗展示产品，上演着一幕幕三叶草的故事。右侧橱窗标志性的巨型“贝壳头”装置，点亮街区的界面，为消费者提供了全新的互动体验，回应当下潮人的打卡文化。装置采用的金属材质，与街区老建筑的立面肌理行成一组有趣的对照，将潮流基因融入历史街区，展现品牌与在地文化的深度对话。

The retail space translates the adidas symbol system with Shanghai culture, and the brand's classic elements are meticulously laid out in the details of the store at the entrance. By localizing and rejuvenating the brand language, the brand symbol becomes a visual medium that connects commercial space and urban context. Consumers not only feel the brand's trendy attitude, but also the deep resonance between adidas and the city of Shanghai, as well as with the Z generation consumer group.
零售空间将 adidas 符号体系与沪上文化进行转译，品牌经典元素在门店的细节在入口处便细致铺设。通过品牌语言在地化、年轻化，让品牌符号成为连接商业空间与城市脉络的视觉媒介。消费者感受到的不仅是品牌的潮流态度，更是 adidas 与上海这座城市、与 Z 世代消费群体的深度共鸣。