米兰劳力士新店铺设计|零售空间设计语言的新定义
photo: Gianluca Di Loia
埃马努埃莱二世长廊 (alleria Vittorio Emanuele II)是位于米兰中心最为著名的购物长廊，属于殿堂型艺术购物中心。日前位于这里的劳力士新精品店的内部设计揭幕，全新设计还包括对所处的这个著名的新文艺复兴风格购物长廊进行大规模修复。
photo: Gianluca Di Loia
自 1867 年落成以来，埃马努埃莱二世长廊一直是重要的聚会场所，被称为米兰的会客厅（“il Salotto di Milano”），拥有丰富的休闲活动、时尚店铺和餐饮场所。修复工程保留了店铺的立面外观、结构完整性和原始体量，重新发展了这个具有悠久历史的建筑特色。
Since its inauguration in 1867, Galleria Vittorio Emanuele II has been an important meeting place, called ‘il Salotto di Milano’, for its rich offer of leisure activities, retail and dining destinations. The restoration works preserve the store’s fa?ade, its structural integrity and original volumes, redeveloping the character of the historic location.
photo: Gianluca Di Loia
ACPV ARCHITECTS 董事长、建筑师 Antonio Citterio 表示：“位于米兰市中心的新劳力士店铺定义了零售空间设计的新语言，该语言基于精选的精致材料和家具以及对传统意大利工艺的欣赏。”
“The new Rolex store in the very heart of Milan defines a new language for retail space design that’s based on a selection of refined materials and furniture, and an appreciation for traditional Italian craftsmanship,” architect Antonio Citterio, Chairman of ACPV ARCHITECTS, says.
photo: Gianluca Di Loia
ACPV ARCHITECTS 的设计灵感来自于空间的原始设计细节，以现代的基调重现了米兰的氛围。这些空间的设计目的是引导顾客体验特别根据顾客需求量身定制的个性化零售体验。在深入研究空间以往的设计后，店铺的配色方案和材料选择实现了空间的历史价值和劳力士品牌形象的融合。
ACPV ARCHITECTS’ design was inspired by the original design details of the space, reviving its Milanese atmosphere in a contemporary key. The spaces have been designed to guide customers through a retail experience tailored to customer needs. Following an in-depth study of the spaces’ previous designs, the store’s color scheme and material selection achieve a synthesis between the historic value of the space and the identity of the Rolex brand.
该店铺共有三层：一层的展示区、二楼销售区、以及三层的贵宾专属空间。一层被认为是画廊的延伸，与店铺周围环境的图案、几何形状和威尼斯水磨石地板形成了无缝的连续性。
ACPV ARCHITECTS 首席执行官建筑师Patricia Viel表示：“该设计是通过仔细考虑人们如何从内部和外部感知和体验商店而构思的。” “通过与公共机构的密切合作，项目保留了该地点的历史价值，同时用新的零售空间逻辑让其焕发新生。”
店铺的陈列区在展示柜和桌子上展示了该品牌的标志性作品，双层高的石楠木架在视觉上将一层与二层连接。一层的特点是石灰墙，并由与 Metis Lighting 合作定制设计的吹制玻璃吊灯点亮，其菱形图案向米兰设计传统致敬。
The store’s welcome area features iconic pieces from the brand in display cases and tables, and on double height briarwood shelving that visually connects the ground floor with the mezzanine level. The ground floor is characterized by its travertine walls and illuminated by a blown glass chandelier, custom-designed in collaboration with Metis Lighting, with a diamond-shaped rhombus motif that pays homage to Milanese design traditions.
photo: Gianluca Di Loia
photo: Gianluca Di Loia
二层的销售区让人想起米兰沙龙的氛围，展示该品牌的当代创作。二层的设计保留了天花板在不同时期的独特特征，而地板上原有的威尼斯水磨石地板图案则在 Laboratorio Morseletto 的精心修复下得到了新生。
The sale area of the mezzanine floor evokes the atmosphere of a Milanese salon that displays the brand’s contemporary creations. The design of the upper floor preserves the distinct identities that characterized the ceiling through different time periods, while the flooring’s original patterned Venetian terrazzo flooring has been revived, thanks to the meticulous restoration works by Laboratorio Morseletto.
photo: Gianluca Di Loia
photo: Gianluca Di Loia
ACPV ARCHITECTS 合伙人、建筑师Francesca Carlino表示：“劳力士新店设计面临的挑战是在有限的内饰调整范围凸显品牌精神。” “我们与品牌负责人和顾问协同合作，寻找量身定制的解决方案，呈现一个独一无二的空间，并构想了一种视觉体验，将品牌形象与受新店独特地理位置启发的设计细节融为一体。”
“The challenge in the design of the new Rolex store was fine-tuning the interiors to the spirit of the brand,” architect Francesca Carlino, Partner of ACPV ARCHITECTS, says. “We worked with a wide range of stakeholders and consultants to find tailor-made solutions to bring to life a one-of-a-kind space, and conceived a visual experience that brings together the brand’s identity with design details inspired by the new store’s iconic location.”
photo: Gianluca Di Loia
店铺的室内设计突出了意大利工艺的价值和植根于当地设计传统的历史制造工艺。连接所有楼层的楼梯均铺有水磨石地板，胡桃木墙板——都是精湛工匠精神的产物——凸显了空间的垂直感，拓宽了视野。
The store’s interiors highlight the value of Italian craftsmanship and historical manufacturing processes rooted in local design traditions. While the staircase that connects all floors features terrazzo flooring, the walnut wall paneling – the product of exquisite woodworking techniques – highlights the vertical dimensions of the space.
photo: Gianluca Di Loia
店铺的设计鼓励人们从内部体验空间，从外部打开一条清晰的视线，穿过展示区到店铺后面的电梯。所谓的“移动的房间”电梯采用宽敞的空间比例和精致的细节设计，作为一个独特的展示区域，运送顾客去往不同楼层。
The store’s design encourages people to experience the space from the inside by opening a clear sightline from the outside, through the display areas to the store back’s elevator. Designed with generous spatial proportions and refined details, the so-called ‘moving room’ elevator functions as a unique display area that carries customers between floors.
Interior Design: ACPV ARCHITECTS
photo: Gianluca Di Loia
matiroal provided: ACPV ARCHITECTS
