感谢 AIM 恺慕建筑设计 对gooood的分享。更多关于他们：AIM Architecture on gooood
Appreciation towards AIM Architecture for providing the following description:

当你穿行在新天地喧闹的街角时，一束来自街对面的光在召唤着你，邀请着路过的行人走进它，体验它。这束光和它所照耀的世界让人感到自由，充满着无限的可能性。这个没有边界的新世界是属于JMGO坚果投影的第一家线下体验空间，这个边界模糊的、科技和艺术碰撞的空间由恺慕建筑设计操刀。这里，是SPACE ONE。这家将投影仪作为主要产品的科技公司，销售的不仅仅是产品，更是优化的内容，关乎体验、好奇和自由。投影仪可以投射到任何地方，墙上，天花板，地板上甚至在房间里面的人身上，它也可以消失。是一个可以带走你不需要的东西的产品，其特征本身可有可无，承担着帮你清除杂乱的角色。

A bright light beckons across the street, calling to you in the clamor of Xintiandi. The light, and the world it shines from, feels freeing, full of possibility. This boundless new world belongs to JMGO’s first flagship experience store, designed by AIM Architecture. Borders blur and technology meets art in JMGO space nr 1. JMGO, a tech company specializing in projectors, sells more than optimized content. Their product is about experiences, curiosity, and freedom. A projector can be targeted anywhere in a home, on walls, the ceiling or floor, even people in a home, and it can also just disappear. It is a feature and can be featureless, a product that takes away what you do not need. Something that de-clutters.

▼空间概览，overview ©WenStudio

我们试图把这种自由带入空间。在这里，你可以自由地表达自我。任何东西都是空白的画布，当一个家拥有无限的可能性，当一个图像不再被屏幕或尺寸限制时，又是怎样的体验呢？这个空间变成了一个全新的，拥有无限可能的体验舞台，一个在家就发掘好奇和自由的地方。

Anything is a canvas. A home becomes boundary-less. What is possible when an image is no longer limited by size or a frame no longer holds the screen? This space becomes a staging ground for new and limitless experiences, a place to cultivate freedom and curiosity at home.

▼平面图，plans ©AIM Architecture

在这里，产品才是重点和灵感。我们从始至终围绕着投影仪的镜头。门像是一个光圈，有意地缩小了焦点，意在不让太多光线进入室内，同时创造引人注目的外立面，降低了自然光对投射在墙壁上投影质量的影响。

Here, the product is the point and inspiration. We begin and end with a lens. The door is an aperture, a focal point intentionally shrunk to be inviting without letting too much light into the interior and compromising the quality of the walls for projections.

▼店铺外立面，facade ©WenStudio

▼室内一瞥，a glance to the interior ©WenStudio

店铺被分为两个楼层，入口所在的一层作为商店，银色的胶囊舱展示了产品使用的可能性。六个胶囊舱捕获着一个家的碎片，展示了一个不同的“家庭场景”：卧室，餐厅，客厅，办公室，健身房，游戏室。空间中无限延伸的画布也允许着这些故事的发生。踏入一层店铺，空间中伸展的长桌承载着产品展示的功能也叙述着这个极简空间的科技感，镜面天花延伸着空间的高度。未来主义元素透露着空间中技术运用的线索，增加了体验的趣味性，同时又不失去温暖的家庭氛围。

The store has two levels; the ground floor is the store itself, with the silver pods showcasing possible use of the products. Six capsules reveal a different ‘home scene’: bedroom, dining room, living room, office, fitness, game room. The infinite canvas that allows those stories to happen. The store features a centerpiece table that displays the product. A mirrored ceiling enhances the height. There are futuristic elements that hint at the technology at play without losing the warmness of a home or compromising the playfulness of experience.

▼富有科技感的展示长桌，high-tech display table ©WenStudio

▼六个银色胶囊舱，six silver capsules ©WenStudio

▼客厅，living room ©WenStudio

▼游戏室，game room ©WenStudio

▼办公室，office ©WenStudio

▼健身房，fitness ©WenStudio

画布作为商店的整体概念在二楼以摄影工作室的方式形式呈现。圆角模糊了墙壁和天花板之间的界限，让消费者参与到场景中。天花板则是一个巨大的轨道网格，灵活的移动展板可以根据展览需求自由配置。JMGO投射出自由，投射出可能。这间全新旗舰店的创建是为了强调产品的实用性，阐述无限可能。JMGO创造了能激发想象力的产品; 我们便构建了一个能够承载它和扩展它的世界，因为我们深知，想象可以是无限的。

The concept of the store as canvas resulted in the second-floor area taking on a photo studio-like energy. Round corners blur the boundaries between walls and ceilings, making guests participate in scenes. The ceiling is a big grid with tracks that allow display panels to be configured according to exhibition demands. JMGO is a projection of freedom, of possibility. This new flagship was created to highlight the practicalities of the product and illustrate its many opportunities. JMGO creates products that spark imagination; so we built a world to reflect and expand upon it, content without borders.

▼二楼概览，overall view of the second floor ©WenStudio

▼圆角模糊了墙壁和天花板之间的界限，round corners blur the boundaries between walls and ceilings ©WenStudio

▼空间细节，detail ©WenStudio

业主：JMGO坚果投影
项目地点：中国上海
建筑面积：200平方米
建成时间：2022
设计范围：外立面 &室内设计
设计总监：Wendy Saunders，Vincent de Graaf
室内团队：陈虎，王尤宝儿
软装团队：Lili cheng, 戴维莎
陈列：Victor Mongin
摄影： WenStudio

Client: JMGO
Location: Shanghai，China
GFA: 200 sqm
Completion: 2022
Design scope: Interior Design & Façade Design
Design Principals: Wendy Saunders & Vincent de Graaf
Interior Team: Baoer Wang, Leslie Chen
FF&E Team: Lili Cheng, Weisha Dai
VM: Victor Mongin
Contractor: Shanghai Hengpin Design Decoration Co, Ltd
Photography: Wen Studio

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