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线上品牌的“线下化”趋势依旧持续，门店如何从“二维”走入“三维”,帮助品牌建立新的增长点的同时进一步加深、完善在消费者心中的印记，成为每个线上品牌线下首店所面临的课题。近期永创设计携手街头时装品牌FPA（Future Pattern Archive 未来模式档案）落地了于上海、重庆、成都、西安4个城市的首店。以一个巧妙的线索，串联FPA四地首店，以在地化的叙事，讲述四个城市的独特故事，搭建FPA四城四景的精神联动。本次我们将聚焦FPA位于成都和重庆的店铺设计。

As the trend that online brands start opening brick-and-mortar stores continues, how these retail stores shift from the “two-dimensional” realm into the “three-dimensional” has become a key challenge faced by online brands. This transformation aims not only to establish new growth points in the market for online brands, but also to further deepen and refine the impression in consumers’ minds, thus to enhance the brand’s presence. WING Design recently collaborated with the streetwear brand FPA (Future Pattern Archive) to open its first stores in four cities: Shanghai, Chongqing, Chengdu, and Xi’an. By ingeniously linking these four inaugural FPA stores with subtle clues and employing localized storytelling, they aim to narrate the unique tales of each city. This initiative constructs a spirit of cohesion, crafting a shared narrative among the FPA stores in these four distinct urban landscapes. This article focuses on the design of FPA Chengdu Store and FPA Chongqing Store.

▼门店一瞥，a glimpse at the store © 形在摄影贺川

贯穿历史与未来
Connecting Past and Future

FPA四城四店的故事，由设计团队定制的，经由潮州匠人繁复工序，施釉、烧窑而成的手工砖所讲述，它们作为统一的建构元素贯穿四家门店的空间构造。

The narrative of FPA’s Four Cities, Four Stores is told through handcrafted bricks customized by the design team and created by skilled artisans in Chaozhou using intricate processes such as glazing and kiln firing. These bricks, as unified building elements, traverse the spatial construction of all four stores.

▼视频，video © FPA®&永创设计

作为传统材质的手工砖，沉淀百年，历经时间筛选的沉重和复古肌理，以传统重建现代秩序。古老而又年轻的声音，消隐浮躁的时代狂风，伴随一声惊堂，为我们讲述关于四个城市，未来档案收录机的故事。

As handcrafted bricks of traditional materials, they bear the weight and retro texture refined over a century, contributing to the reconstruction of modern order with a traditional touch. These ancient yet youthful voices, amidst the turbulent winds of our times, resonate with a thunderous echo, narrating the story of the Future Archive Depot in four cities.

▼手工砖，handcrafted bricks © FPA®

#01
竹间凉亭，蓉城坐叹笑晚风｜FPA@成都 COSMO
FPA@Chengdu COSMO

成都店作为品牌首家落地西南地区的店铺，是在整体调性以灰色为主的商场铺位。设计在一片裸筑中，用一抹黄色成为最亮眼的存在。

As the brand’s first location in the Southwest, the Chengdu store is taking up space in a mall that is predominantly styled in gray. In a canvas of bare structures, a touch of yellow becomes the most eye-catching element.

▼成都店门头，the Chengdu store front © 形在摄影贺川

本次FPA成都首店，是一片明亮的黄色黑竹林，以成都本地“竹”这一地理元素结合FPA品牌DNA共同重构，并回应空间所在的在地性。带着金属色泽的黑色竹捆装置面板与黄色砖块相映成趣。

FPA’s inaugural Chengdu store is a vibrant black bamboo forest adorned with bright yellow, a fusion of the local geographical element “bamboo” and FPA’s brand DNA, responding to the space’s local context. Black bamboo bundled with metallic sheen panels juxtaposed with yellow bricks creates a playful harmony.

▼黄色黑竹林，black bamboo forest © 形在摄影贺川

▼黄色黑竹林细节，black bamboo forest details © 形在摄影贺川

设计包含着强烈的色彩，以一种折衷主义的风格，糅合品牌潮流调性与成都在地文化两个概念，这让它看起来是传统的但又充满新意，是复古与未来的交融。

The design, characterized by bold colors, embraces an eclectic style, blending the brand’s trendy tone with Chengdu’s local culture. It exudes a traditional yet innovative vibe, a blend of retro and futuristic aesthetics.

▼折衷主义的风格，an eclectic style © 形在摄影贺川

项目以黄色作为主要色调，偏暖的饱满色调为空间带来柔和的转化，弱化了商场内裸筑般的冷淡视觉，形成一个独特的视觉中心点。

Yellow serves as the primary color, its warm and full tones bringing a gentle transformation to the space, softening the cold, stark visuals of the mall’s bare structures and forming a unique visual focal point.

▼黄色的饱满色调，full tones of yellow © 形在摄影贺川

在FPA线下店铺陈列中，独特定制的不同色彩手工砖是各个空间的特点，成都店室内外由块状的黄色手工砖支撑，室内光下显得格外耀眼。

In the display of FPA offline stores, the distinctive custom-colored handmade bricks define each space. In the Chengdu store, both indoors and outdoors are supported by block-shaped yellow handmade bricks, shining brightly under the indoor lights.

▼黄色手工砖， yellow handmade bricks © 形在摄影贺川

设计中，用柔和的曲线贯穿始终，旨在唤醒晚风中摇曳的黑色竹林。

Throughout the design, soft curves prevail, aiming to evoke the swaying black bamboo in the evening breeze.

▼柔和的曲线， soft curves © 形在摄影贺川

砖块在墙面的阵列中，还原表面的质感，不做多余的装饰，集中精力将中岛的陈列丰富起来，错落有致。

The arrangement of bricks on the walls restores the texture of the surface, avoiding unnecessary embellishments. Attention is concentrated on enriching the display of the central island, creating an artful arrangement.

▼空间局部，corners in the space © 形在摄影贺川

线下店铺会更注重消费体验，由外到内，空间内环形中岛就成了磁场中心点，人们环绕着中岛游走于店内，也能穿过“竹墙”落座于中岛的长椅，在竹林的一缕晚风中，感受成都独特的在地氛围。

Offline stores prioritize the consumer experience. From the exterior to the interior, the circular central island becomes the magnetic focal point. People wander around it, and one can even sit on the benches within the “bamboo walls,” feeling the unique local atmosphere of Chengdu in the gentle evening breeze amid the bamboo.

▼环形中岛，the circular central island © 形在摄影贺川

#02
平行岭谷，山城雾隐展青绿｜FPA@重庆龙湖时代天街
FPA@Chongqing Longfor Times Street

云兴霞蔚，若隐若现的青山，云绻云舒，千里迢迢的绿水，重庆谓之山城，有如一幅自然天成的山水画卷。

With the rosy glow of clouds, the green mountains loom in and out of view, and the clouds weave and unfold over distant green waters. Chongqing, known as the mountain city, resembles a naturally occurring landscape painting.

▼FPA重庆店概览，Chongqing store overview © 阿永

FPA重庆店，深入探索重庆多变复杂的地貌，穿行在岭谷之间，感受深邃而自由的空间。城市建筑果敢而直率地穿越在岭谷之间，就像重庆人一样热情直率。

FPA Chongqing store delves into the ever-changing and complex topography of Chongqing, navigating through ridges and valleys, experiencing a profound and liberating space. The city’s architecture boldly and straightforwardly traverses the ridges and valleys, much like the warm and straightforward people of Chongqing.

▼深邃而自由的空间，a profound and liberating space © 阿永

店面空间被瓦墙环绕，瓦片之间朦胧模糊，仿佛融入了岭上的景色。随着时间的推移，重庆作为雾都的特色逐渐展现，一份未来的档案随之开启。

The store space is surrounded by tiled walls, with the tiles creating a hazy and blurry effect, as if blending into the scenery of the ridges. As time passes, the characteristic mist of Chongqing, known as the Foggy City, gradually reveals itself, opening up a future archive.

▼朦胧瓦片，the hazy and blurry tiles © 阿永

雾都江城，灰色环山带江水嵯峨望城，青山绿作为FPA在重庆的主色调。山水中拨开一层迷雾望见一抹绿，室内绿色木纹海洋板为原本沉闷的空间铺垫了温厚的底色。

In the misty city of rivers and mountains, the gray mountain belt and river water form a majestic view, with green mountains as the main color theme for FPA in Chongqing. Peering through the mist in the mountain and water landscape reveals a touch of green, as the interior is adorned with green wood grain marine boards, providing a warm base for the originally dull space.

▼绿色木纹海洋板，green wood grain marine boards © 阿永

在各区线下店铺中广泛运用的由潮州匠人经过繁复工序，施釉、烧窑而成的手工砖，带着复古的韵味和自然的肌理。

Handcrafted tiles produced by artisans from Chaozhou, through intricate processes of glazing and firing, are widely used in various sections of offline stores. These tiles exude a vintage charm and natural texture.

▼手工砖复古的韵味，the vintage charm of the handcrafted tiles © 阿永

山城的「平行岭下」，深入探索重庆多变复杂的地貌，穿行在岭谷之间，感受着深邃而自由的空间。

In the “Parallel Ridges” of the mountain city, FPA delves into the ever-changing and complex topography of Chongqing, navigating through ridges and valleys, experiencing a profound and liberating space.

▼空间一角，a corner in the space © 阿永

当下，国潮的势头与日俱增，中国年轻消费群体对个性化的品牌需求增加，线下门店便成为了品牌文化传递的桥梁，门店也成为了品牌最有代表性的“产品”。

At present, the momentum of national trends is growing, and the demand for personalized brands among young Chinese consumers is increasing. Offline stores have become the bridge for brand culture transmission, making stores the most representative “products” of the brand.

▼门头，storefront © 形在摄影贺川、阿永

一城一店，一样的表达手法用不同的区域颜色去呈现，不但提高了品牌辨识度形成视觉锤，在融入品牌与设计的创意后，空间成为品牌在地传播使者，增强消费者与品牌的连接，吸引并稳固客群。

One city, one store, employing the same expressive techniques with different regional colors not only enhances brand recognition and forms a visual impact but also, after integrating brand and design creativity, turns the space into a messenger for local brand communication, strengthening the connection between consumers and the brand, attracting and solidifying customer base.

▼FPA成都店（空间平面图），Floor Plan of FPA Chengdu Store © 永创设计

▼FPA重庆店（空间平面图），Floor Plan of FPA Chongqing Store © 永创设计

FPA成都店
创意总监 | 黄冠州
主创设计 | 陈玫洁、邱冰冰
深化设计 | 陈彩姗
深化指导 | 李浩明
项目概况
项目名称｜FPA成都店
项目客户｜FPA
项目面积｜104m²
项目地点｜中国成都锦江区大业路COSMO
完工时间｜2023.7
主要用材｜手工砖：励器潮州市潮安区器场陶瓷有限公司、地毯：开利地毯有限公司、广州元瀚贸易有限公司

FPA重庆店
创意总监 | 黄冠州
主创设计 | 梁纪颖
深化设计 | 陈彩姗、许汝天
深化指导 | 李浩明
项目概况
项目名称｜FPA重庆店
项目客户｜FPA
项目面积｜104m²
项目地点｜中国重庆渝中区龙湖时代天街
完工时间｜2023.7
主要用材｜手工砖：励器潮州市潮安区器场陶瓷有限公司、地毯：开利地毯有限公司、广州元瀚贸易有限公司

协同团队
特别鸣谢
空间摄影｜形在摄影贺川、阿永

The Collaborative Team
Special thanks
Space photography | HRER SPACE, Ayon

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