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分部位于中国上海的荷兰Storeage零售设计事务所与B+Tube油罐团队紧密合作，打造该品牌的中国首家美妆集合旗舰店。区别于传统化妆品行业，此次设计旨在通过极具表现力的视觉效果触达年轻消费者，在实体空间中贯通线上线下渠道，打造智能交互购物体验，通过传递生活美学与美业资讯激发年轻消费者对自我及美感的探索及释放。

Storeage, the Shanghai based Dutch retail design agency, worked closely with the team from B+Tube cosmetics to create their first flagship store. With it’s striking iridescent archways the store aims to connect to teenagers looking for a more expressive and colorful approach to cosmetics. And in line with the teens shopping behavior, the store introduces ample room to interact with social media to facilitate online to offline shopping.

▼空间概览，overall view of the space ©Wen Studio

B+Tube油罐产品囊括护肤、彩妆、个人护理、首饰、旅行、家居生活等不同品类。围绕“美的自由释放”，B+Tube油罐希望将年轻一代的生活态度引入中国美妆行业，并融合新一代消费者熟悉的线上线下多渠道购物方式。

B+Tube collection of beauty products ranges from skincare, make-up, travel and lifestyle products, all focused around the idea of freedom of expression. The brand wanted to introduce a new and young attitude to the cosmetic retail landscape, aimed at teenagers and asked Storeage to design a store concept that was fitting the brand and would integrate different ways of shopping.

▼创新的美妆购物空间，innovative cosmetic store ©Wen Studio

设计灵感“浸没”来源于中国古老谚语“老鼠掉入米缸”，打造全身心浸没的宠溺感，并希望年轻消费者在此发掘并释放属于自己的美。“美的自由释放”在视觉上转换成无限延伸的形状和色彩，Storeage为整个空间选择了彩虹炫彩冲孔板这一极其吸引眼球的新型材料，在空间中搭建了一个由“油罐”变形而来的教堂结构，定义整个空间的视觉中心。教堂结构的三个入口通道分别定义为清洁、底妆和彩妆区域，每个通道均配置了一个播放视频教程的指导中心和一个智能试妆的交互系统，通过可触摸屏幕的引导和交互，消费者可以方便地真实试用或虚拟试用产品，也可以查询视频教程中适合自己的产品，或查看线上商城里的其他替代商品。

The design pays tribute to an old Chines proverb of the mouse that fell into a rice jar. It is the analogy of being fully immersed in all the choices the brand wants to offer teenagers to express themselves. Translating that freedom of expression into design, Storeage chose iridescent perforated steel as the eye-catching material throughout the space. Applying the iridescent to a cathedral like structure in the centre of the space the agency organized the lay-out around 3 basic principles of cosmetics: cleansing, foundation and make-up. Each direction comes with an education center, with tutorials and videos, illustrating how to best apply the different products and in return allowing consumers to shop complementing ones from these videos for alternative expressions or better suited products for their skin.

▼教堂结构，三个入口分别定义不同区域，cathedral like structure with three entrances defining different areas ©Wen Studio

▼彩妆和清洁区，make-up and cleansing areas ©Wen Studio

▼展示屏
display screen ©Wen Studio

而双层圆点冲孔不锈钢板里均匀分布的双层孔状结构为整体建筑造型实现了半透明的视觉效果，当消费者穿梭其中，光线穿透双层孔状结构的光影，营造如在水底般斑斓流动的沉溺感。

With it’s double layer of perforations, walking inside of the cathedral, feels like being immersed in colorful water, another hint at the abundance of choice this brand has to offer.

▼穿孔不锈钢板形成半透明的视觉效果，perforated stainless steel panels creating semi-transparent effect ©Wen Studio

“我们希望鼓励年轻消费者表达自己关于美的想法，自己的喜欢颜色、形状、质感，但同时注意不要以付出健康的肌肤为代价。”Lisa Yu，B+Tube油罐的创始人兼CEO说到。基于这样的品牌理念，整个店面设计的大基调也体现出干净、安全的空间光感和质感。在半封闭的护肤区，大面积地运用了拉丝银色不锈钢和白色亚克力，平衡展示层次的同时营造如实验室般的高科技氛围。同时B+Tube在产品选择上，除了利用AI技术抓取国际上最新流行趋势，同时也极度关注美妆及护肤产品的科学研发及对于肌肤的临床安全测试。

As Lisa Yu, the founder and CEO of B+Tube puts it: “We want to encourage a younger Chinese generation to expression themselves in whatever shape or color they prefer, yet never at the expense of a healthy skin.” Following this thinking the perimeter of the store is rather clean and laboratory like, using brushed metal and white corian. It emphasises the fact B+Tube will not carry any cosmetic or skincare brand without doing it’s proper research on the effect of those products on your skin.

▼半封闭的护肤区
half-enclosed skincare area ©Wen Studio

▼护肤区内的白色展示空间
white exhibition space inside the skincare area ©Wen Studio

▼旅行用品区
travel area ©Wen Studio

全店面积为218平米，中央的教堂结构大概占据了30%的面积。店铺外圈围绕着试妆台、美妆小样吧台、VIP直播空间及带有传送轨道的取货区，区域中漂浮着彩虹炫彩的圆形亚克力片，相互折射着层次多变的光影。

The store measures 218 sqm, and the center archway takes up roughly 33% of that. The perimeter of the store features a private, in person consultation room and a beauty bar, with the iridescent circles floating above it. Towards the front of the store the travel products are presented.

▼试妆台，makeup station ©Wen Studio

▼VIP区
VIP area ©Wen Studio

▼圆形彩色亚克力浮在空中，circular acrylic panels in different colors suspended in the sapce ©Wen Studio

▼收银台，cashier ©Wen Studio

▼艺术窗
art window ©Wen Studio

“在这里关于美的咨询、产品、感知、体验，从四面八方涌向你，包围你，宠溺你。源源不断、绵绵不绝，犹如沉浸于美的原料罐。我们希望来到B+Tube油罐的消费者感受到启发和鼓舞，去生活中填充自我认可的时尚和美。”Storeage亚太区合伙人康力诠释到。

“The product, the information, the experiences, the enjoyment, everything about beauty is rushing you from all, surrounds you and spoils you, continuously. As if you drown in beauty. So even when leaving this store, the consumer will feel inspired to live life full, in whatever way or fashion they fancy.” Kang Li, the director of Storeage China adds.

▼平面图，plan ©Storeage

▼商店立面图，facade of the store ©Storeage

▼旅行区立面图，travel facade ©Storeage

▼护肤区导览墙细部，details of the tutorial wall in the skincare area ©Storeage

店铺面积：218平米
店铺地点：中国长沙
摄影师：Wen Studio

Storesize: 218 square meters
Location: Changsha, China
Photographer: Wen Studio

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