尼康上海直营店2.0 / 芝作室

Nikon Shanghai Direct Store 2.0/Zhizuo Studio
尼康上海直营店2.0 / 芝作室

空间叙事的延续与升华： 设计师在尼康上海直营店2.0中，成功延续了“城市取景器”的设计理念，并将其升华。一层通过环形光带、镜头造型灯膜以及向心铺设的地板，营造出一种引人入胜的视觉同心结构，引导顾客探索。这种设计手法巧妙地利用光影和几何图形，构建了一个既熟悉又充满探索欲的购物环境。同时，设计师对材料的运用也极为考究，柔和的灯光、圆润的曲线和多样化的材质组合，共同营造出一种轻盈、流动且静谧的氛围，将尼康产品的科技感与摄影的艺术性完美融合，为顾客带来了独特的沉浸式体验。

“自然岛屿”与科技美学的和谐统一： 二层空间的设计堪称亮点。设计师以“自然岛屿”为概念，巧妙地将产品展示与空间设计融为一体。地面基础构件和不锈钢轻型基座的使用，营造出一种产品悬浮的视觉效果，既突出了科技感，又赋予了空间轻盈感。中央的圆形展台，搭配镜头造型的灯具，进一步强化了科技主题。此外，微型场景和长焦测试区的设置，为顾客提供了沉浸式的体验，让他们能够亲身感受尼康产品的魅力。榆木锥形桌的运用，则为空间增添了自然元素，与科技感形成了和谐统一，体现了设计师对不同材质和风格的巧妙融合。

功能与体验的深度融合： 三层工作坊的设计充分体现了设计师对空间功能与用户体验的深刻理解。扇形的前区设计，为活动和社群聚会提供了灵活的空间。弧形布帘轨道和可移动座椅的设计，更是增强了空间的适应性和可变性。后区保留了双坡屋面，并结合木纹饰面，营造出一种自然、温馨的氛围。条形轨道灯从顶面延伸至墙面，与展架系统相呼应，营造出视觉上的流动感。整个设计不仅仅是一个展示空间，更是一个激发灵感、促进交流的社区中心。设计师巧妙地将尼康品牌的核心价值融入到每一个细节之中，为摄影爱好者创造了一个充满探索、体验与社交的独特场所。

From the architect. In 2020, Nikon commissioned Zhizuo Studio to build its first directly operated store in China located on Huaihai Middle Road in Shanghai, and collaborated to complete the design of flagship stores in Guangzhou, Chengdu, and Beijing over the following four years. With the demand for brand upgrading, Zhizuo Studio was once again invited in 2024 to renovate and expand its Shanghai store. This renovation continues the pure language of the Beijing store's "urban viewfinder", highlighting materials and light and shadow, emphasizing "technology, nature, and sustainability", and creating a "community energy field" for photography enthusiasts.
来自建筑师。2020 年，尼康委托芝作室打造其位于上海淮海中路的中国首家直营店，并在随后四年间合作完成广州、成都、北京旗舰店的设计。随着品牌升级的需求，芝作室于 2024 年再次受邀，对上海店进行改造与扩建，本次改造延续北京店“城市取景器”的纯净语言，突出材质与光影，强调“科技、自然、可持续”，营造出摄影爱好者的“社区能量场”。

© Wen Studio

The first floor serves as the entrance and core display area, continuing the circular light strip ceiling design, with a central lens shaped light film and concentric flooring, forming a visual concentric structure with the curved exhibition table, guiding customers to explore. The functional elements such as niches, reception desks, and seats are integrated into the wall with rounded curves, combined with soft lighting and membrane flooding, creating a light and flowing quiet atmosphere.
一层作为入口与核心展示区，延续环形光带吊顶设计，中央加入镜头造型灯膜与向心地铺，与弧形展桌形成视觉同心结构，引导顾客探索。壁龛、接待台与座椅等功能元素以圆润曲线融入墙体，结合柔和采光与灯膜泛光，营造出轻盈流动的静谧氛围。

© Wen Studio

The second floor is the product display area, with the concept of "natural islands". The ground foundation components are used to fix the booth, combined with a stainless steel lightweight base to create a suspended feeling. The central large circular booth is equipped with lens shaped lighting fixtures to highlight the technological atmosphere, and a micro scene and telephoto testing area are set up to provide an immersive experience. The combination of three elm conical tables at the rear and upper and lower lighting enhances visual comfort.
二层为产品展示区，以“自然岛屿”为概念。地面基础构件固定展台，结合不锈钢轻型基座打造悬浮感，中央大型圆形展台配镜头造型灯具，凸显科技氛围，并设微型场景与长焦测试区，提供沉浸体验。后方三座榆木锥形桌结合上下照明，提升视觉舒适度。

© Wen Studio

The wall display combines brushed metal and elm wood to flexibly adapt to exhibition needs; The window seat provides customers with comfortable testing and checkout space. Classic models and accessories throughout history are softened by frosted acrylic wave board, combined with ultra-thin light guide plate and flip layer board, making it easy to browse and adding fun.
墙面展示部分结合拉丝金属与榆木，灵活适应展陈需求；窗边座椅则为顾客提供舒适的试机与结账空间。历代经典机型与配件通过磨砂亚克力波浪板柔化光线，配合超薄导光板和翻转层板，既便于浏览，又增添趣味。

© Wen Studio

The third floor workshop is divided into front and back areas. The front area is fan-shaped and used for activities and community gatherings. The curved curtain track at the entrance gently separates the space, and the movable seats facilitate flexible layout. The rear area retains a double sloping roof, which creates a natural atmosphere by combing the structure and pipes, and using wood grain veneer. The strip track lights extend from the top to the wall, echoing the display system, creating a flowing visual effect in the space.
三楼工作坊分前后区。前区呈扇形，用于活动与社群聚会，入口弧形布帘轨道柔和分隔空间，可移动座椅便于灵活布局。后区保留双坡屋面，通过梳理结构与管道，并以木纹饰面营造自然氛围。条形轨道灯从顶面延伸至墙面，与展架系统呼应，使空间呈现流动的视觉效果。

© Wen Studio

In the Nikon Shanghai store, natural light and artificial lighting are arranged according to different walls and functional areas, outlining the spatial hierarchy with light and echoing the theme of "light is the soul of photography". The combination of curved props and diverse materials is customized according to product characteristics, reflecting Nikon's pursuit of quality in details. Zhizuo Studio hopes to attract photography enthusiasts to immerse themselves in exploration and gain a social experience of inspiration and resonance through these delicate scenes.
在尼康上海店中，自然光与人工照明依随不同墙面与功能区域布置，以光勾勒空间层次，呼应“光是摄影的灵魂”的主题。弧形道具与多样材质结合产品特性定制，细节中体现尼康对品质的追求。芝作室希望通过这些细腻场景，吸引摄影爱好者沉浸探索，获得灵感与共鸣的社交体验。