Joyce Beauty 上海興業太古匯店宛如一片柔粉色的靜謐天地，在周圍都是奢侈品牌門店的環境中，我們希望打造一個溫馨且吸引眼球的室內空間。以夕陽下沙丘的柔和曲線與色彩為靈感，采用單色調設計，襯托出每個品牌的獨特魅力。柔和感是本項目的核心，貫穿于布局、形態與材料選擇。
Joyce Beauty’s new retail store in Taikoo Hui is a blush-pink sanctuary. Surrounded by luxury brands we wanted to create an eye-catching, attractive and welcoming interior. Drawing inspiration from the softness and warm colours of rolling sand dunes at sunset, we created a monochromatic shell to allow each brand to be showcased. Softness was a key element that we reflected in the layout, form, and materials.
店內展示區分為四個部分，對應不同品牌分類。外立面以弧形櫥窗為設計亮點，櫥窗區域采用中性色調，與整體柔粉色形成視覺對比，靈活的設計便于頻繁更換陳列內容。奶油色墻面與光感天花板為品牌提供個性化展示空間，便于自由融入圖像、風格和LED屏幕進行個性化展示。
The display areas are organized into four sections for each brand category. The curved window display is a neutrally coloured space, which contrasts against the pink and offers flexibility for frequently changing displays. The soft tones of the cream shell and illuminated ceiling allow each brand to personalize an area with their own graphics, styling, and an LED screen.
入口處，柔軟飽滿的布藝基座與流暢起伏的石膏墻面吸引顧客進入店內，率先呈現「明星品牌」。對面墻上嵌入的木質貨架用于陳列「核心品牌」。店內深處的「常規分類區」采用傳統貨架形式，將產品按類別展示，如眼部精華和香氛等。
At the store entrance, plump fabric plinths and an undulating plaster wall lead customers in, featuring the Star Brands. Timber shelving carved into the opposite wall houses the Key Brands. The general Category Display is located deeper within the store in a more traditional shelving format, where most products are organized by category, such as eye serums and fragrances.
私密區域包括員工儲物空間和護理室，延續了流暢的曲線設計，采用輕盈的奶油色石膏。護理室作為一處靜謐空間，專為面部護理和產品試用打造，配有手繪花卉裝飾和舒適座位。
The private areas include a staff/storage area and a treatment room that maintains the smooth, curvilinear design language, but in a lighter, cream-toned plaster. This calming room, dedicated to facials and product testing, features its own display area with hand-painted florals and comfortable seating.
在布局設計過程中，我們充分考慮了風水、展示分類、庫存管理、護理室和收銀區等各項需求。在設計階段，我們明確了關鍵的運營和顧客體驗區域，平衡了客戶在以往門店的實際經驗與對顧客需求的理解，以及店鋪外觀和氛圍的期望。設計重點為功能與操作性，例如基座中的隱藏儲物抽屜和收銀區定制的可隱藏、可拉伸禮品包裝臺等，均為提升空間實用性而精心打造。
Our layout explorations considered various Feng Shui requirements, display categories, SKUs, storage, the treatment room, and the POS area. Throughout the design phase, we clarified key operational, and customer experience zones, striking a balance between the client’s practical insights from previous stores and their understanding of their clientele, as well as the desired look and feel of the store. Functionality and operations were central to the design, from hidden storage drawers within plinths to bespoke elements such as a hidden, extendable counter in the POS area for gift-wrapping.
店內的標識標牌以靈活和簡潔為主，標牌可以滑入貨架或懸掛在「核心品牌」區域，便于快速更換和個性化調整。通過多方協作不斷優化，標識系統在在形式和功能之間實現了完美平衡。
The signage system was designed with flexibility and simplicity at its core, allowing plates to slide into shelving details or hang from shelves in key brand zones. This adaptability ensures easy customization. Refined through a collaborative prototype phase with the contractor and client, the system balances both form and function.
“設計師說”
通過融入曲線元素，我們為原本呆板的長方形空間注入了流動感與生命力。這種設計語言仿佛沙丘的柔美曲線，呼應了自然賦予我們的靈感與柔和之美。
Designer’s Statement:
The introduction of curves throughout every aspect of the design created a sense of flow and movement within what was previously a rigid, rectangular space—an aspect we sought to emulate from the sand dunes, reflecting the softness of nature that inspired us.
項目信息
項目名稱：Joyce Beauty上海興業太古匯店
項目地址：上海興業太古匯南區LG1層LG169A
完成時間：2024
面積：85平方米
設計總監：Hannah Churchill
首席設計師：Alex Davies
設計團隊：周昌維、李何珊
施工方：北京創匯嘉盛裝飾工程有限公司
照明顧問：上海光賦照明設計有限公司
攝影：Brian Chua
PROJECT INFORMATION
Client: Joyce Beauty
Project Location: LG169A HKRI Taikoo Hui Shanghai
Completion Year: 2024
Gross Built Area: 85sqm
Design Principal: Hannah Churchill
Lead Designer: Alex Davies
Design Team: Changwei Zhou, Heshan Li
General Contractor: Beijing C Décor Engineering Company Ltd
Lighting Consultant: Lifor Design
Photo Credits: Brian Chua
來源：本文由hcreates罕創(上海)建筑設計有限公司提供稿件，所有著作權歸屬hcreates罕創(上海)建筑設計有限公司所有。
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