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木月建筑设计事务所：为「具象」服装完成了概念店的整体设计。我们从「具象」的品牌理念出发，将其服务于当代东方女性的核心诉求——融合感性情感与理性思考的叠搭美学，以及营造贴心且富有人文气息的服装空间，作为设计展开的根本。
MOON Architects: Moon Architects has completed the holistic design for the concept store of “JUXIANG” Clothing. Taking the brand philosophy of “JUXIANG” as our starting point, we grounded our design in addressing its core mission: to serve contemporary Eastern women by integrating the layered aesthetics of emotional sensibility and rational thought, and to create a thoughtful, culturally rich clothing space.
“具象”是一个与“抽象”相对的核心概念，它指的是从个别、具体的感性经验中提炼出来，具有清晰、可感知形态和明确指涉的对象或观念。在整体的空间设计中，我们化用中国庭院中“移步换景”的布局智慧与品牌叙事逻辑，通过屋、院、廊的划分与组合，在有限的店铺内，营造出舒缓而有层次的游逛动线，转化为可感知、可触摸、充满细节与生命力的空间“具象”。
“JUXIANG” (Concreteness) is a fundamental concept opposed to “abstraction.” It refers to objects or ideas distilled from individual, tangible experiences—possessing clear, perceptible forms and definite references. In the overall spatial design, we adapted the wisdom of “scenes shifting with every step” from traditional Chinese courtyard layouts, aligning it with the brand’s narrative logic. Through the division and combination of halls, courtyards, and covered walkways, we crafted a gentle yet multi-layered circulation path within the limited store area, transforming it into a perceptible, tangible, and detailed spatial “JUXIANG” full of vitality.
▽屋
在当今时代下，我们的日常生活日益被抽象的数字流所占据，追求“具象”，本质上是我们在技术驱动的飞速变化中，寻求确定性、意义感和人性温度的一种努力。在虚拟中，不忘触摸真实；在宏大中，关注具体个体；在复杂中，回归简单体验。
这不仅将”温情着装，从容出行”的诗意生活片段具象为可感知的场景，也使顾客在沉浸漫步中，自然而然地与每一件服饰相遇并建立流动的互动关系。空间在传递东方女性从容之美与品牌温度的同时，也于宁静氛围中滋养着长效运营的生命力，让商业价值伴随美好体验悄然沉淀。
In today’s era, where our daily lives are increasingly occupied by abstract digital flows, the pursuit of “JUXIANG” is, at its essence, a striving for certainty, meaningfulness, and human warmth amidst the rapid, technology-driven changes. It is about remembering to touch the real within the virtual, focusing on the specific individual within the grand, and returning to simple experiences within complexity.
This approach not only materializes the poetic life fragment of “dressing with warmth, stepping out with ease” into perceptible scenes but also allows customers, while immersed in their stroll, to naturally encounter each garment and establish a fluid, interactive relationship with them. While conveying the composed beauty of Eastern women and the brand’s warmth, the space also nurtures the vitality for sustainable operation within its tranquil atmosphere, allowing commercial value to settle gently alongside beautiful experiences.
▽院
诗意生活的「具象」化表达
在中国传统的家的概念中，“屋”与“院”，它是一个充满哲学、情感和社会意义的核心精神空间。它完美地体现了中国人“天人合一”的宇宙观和内向聚合的家庭观。
本案以“家”为核心理念，运用砖、石、木等天然材质与大地色系，铺陈出温暖拙朴的空间底色，盎然绿意点缀其间，营造一个拥抱自然、充满随性松弛感的氛围。设计通过对诗意生活片段的具象化表达，展现丰富的质感和细腻的层次，传递品牌的温度与哲学。
The ‘JUXIANG’ Expression of Poetic Living
In the traditional Chinese concept of “home,” the “house” and the “courtyard” form a core spiritual space imbued with philosophy, emotion, and social significance. It perfectly embodies the Chinese worldview of “harmony between humanity and nature” and the introspective, cohesive ideal of family life.
This project takes “home” as its central concept. Using natural materials such as brick, stone, and wood, along with an earthy color palette, it establishes a warm and unpretentious spatial foundation. Lush greenery is interspersed throughout, creating an atmosphere that embraces nature and radiates a sense of casual relaxation. The design materializes fragments of poetic living, showcasing rich textures and subtle layers to convey the brand’s warmth and philosophy.
▽“家”的感觉
通过对“屋”与“院”概念的演绎，塑造出随性自然的空间形态。由室内外边界的模糊、自然元素的引入与探索路径的营造，共同定义了整个空间的松弛感。
Through an interpretation of the concepts of “house” and “courtyard,” a freely flowing and organic spatial form is shaped. The deliberate blurring of boundaries between indoors and outdoors, the introduction of natural elements, and the crafting of an exploratory journey collectively define the pervasive sense of ease within the entire space.
▽天井一角
空间结构：屋-院-径的有机结合
整个空间以三个几何形态各异的“屋”为基本单元——入口方屋作为陈列区，中段双坡屋用于更衣，尽头的单坡屋则承担诊断功能。
它们并非简单并列，而是通过左右交错的布局，自然形成一条迂回路径。这条路径在拉长消费节奏的同时，借助“遮而不堵、层层递进”的视觉控制，强化了空间的探索趣味。
Spatial Structure: The Organic Integration of House, Courtyard, and Path
The entire space is organized around three geometrically distinct “houses”: the entrance square house serves as the display area, the central gable-roof house functions as the changing zone, and the mono-pitched house at the far end accommodates the consultation space.
These units are not simply arranged side-by-side but are positioned in a staggered layout, naturally forming a meandering circulation path. This path intentionally elongates the consumer journey while enhancing the sense of exploration through a visual strategy of “layered revelation without obstruction.”
▽陈列区另一侧门
▽双坡屋更衣室
▽尽头单坡屋诊断区
▽在右侧方屋望向左侧双坡屋
院是连接天空、大地和人的媒介。人们在其中可以感受四季更迭、昼夜交替、风霜雨雪。栽种的花木、堆砌的山石、开凿的水池，都是将自然山水引入日常生活的努力。在「具象」服装店的空间设计中，院落由三个屋体自然围合而成：“外院”以植物景观形成半围合空间，营造自然引入感；“内院”则为完全围合，结合休息区营造静谧氛围。
The courtyard acts as a medium connecting sky, earth, and people. It is a place to experience the changing seasons, the cycle of day and night, wind, frost, rain, and snow. The planted flora, arranged stones, and crafted water features represent an effort to introduce the essence of natural landscapes into daily life. In the JUXIANG clothing store design, the courtyard is naturally defined by the three surrounding house structures: the “outer courtyard,” semi-enclosed by greenery, creates a sense of nature being drawn inward; the fully enclosed “inner courtyard,” integrated with a seating area, fosters an atmosphere of tranquility.
▽绿植围绕的院子
天花的设计被用来暗示出“屋内”与“院外”不同的空间属性。
The ceiling design is employed to delineate the distinct spatial qualities of “interior” versus “exterior courtyard” areas.
▽天花变化诠释不同空间属性
功能与场景的深度融合
方屋作为陈列区，墙体通过“开洞”形成产品展示窗口，既保持入口形象完整，又兼具橱窗功能。
Deep Integration of Function and Scenes
The square house serves as the display area, where “openings” in its walls function as product display windows, preserving the integrity of the entrance façade while incorporating the functionality of shopfront displays.
▽方屋陈列窗口
外院作为两个屋体夹缝形成的小院，尽头为红砖砌筑的收银区。连续的挂墙衣杆将顾客自然引向内院，完成第一次场景转换。
The outer courtyard, formed in the interstitial space between two house structures, leads to a cash wrap area constructed of red brick at its far end. Continuous wall-mounted garment rails naturally guide customers toward the inner courtyard, completing the first spatial transition.
▽院边的廊
▽收银区
双坡屋试衣区屋顶的“缝隙”加强了前后场的视觉联系，同时提升实用性并丰富空间层次。
In the gable-roof house (changing area), a roof “slit” enhances visual connectivity between the front and rear zones, while improving practicality and enriching spatial layering.
▽双坡屋更衣区与单坡屋诊断区关系
内院在廊与院边界，利用台阶高差设置两组悬挑卡座，分别服务不同区域，形成功能与形式的互动，为静谧内院注入活力。
At the boundary between the covered walkway and the inner courtyard, two sets of cantilevered banquettes are integrated into the stepped level change, each serving a distinct area. This creates an interaction between function and form, infusing the tranquil inner courtyard with vitality.
▽内院试衣区与诊断区座椅分隔
单坡屋诊断区是品牌新置入的服务功能，主要为客人做服饰搭配的建议推荐，置于流线末端以实现与零售区空间分隔，采用开放屋架与布艺组织，营造轻松氛围，成为后场视觉焦点。
The shed-roof house (consultation zone) introduces the brand’s new service function, primarily offering personalized garment pairing recommendations to clients. Positioned at the terminus of the circulation path to achieve spatial separation from the retail area, it utilizes an open timber frame structure combined with fabric elements to cultivate a relaxed ambiance, establishing itself as the visual focal point of the rear zone.
▽单坡屋诊断区
▽单坡屋诊断区试衣间
木月建筑设计事务所（MOON Architects）为「具象」服装店打造的品牌概念店，精准呼应当今时代品牌精神内核，也为未来的演进预留了生长的可能。顾客在此处的游逛与停留，感受与触摸，亲身体验的正是品牌所倡导的生活哲学。这正体现了木月建筑所秉持的设计远见：在积累沉淀「具象」品牌的长期叙事的同时，构建出一套能伴随品牌战略持续成长、从容面向未来的价值生态。
Moon Architects has crafted the brand concept store for “JUXIANG” Clothing, a space that not only precisely resonates with the brand’s core spirit in the contemporary era but also allows room for future evolution. Here, customers wander and linger, feel and touch, personally experiencing the very philosophy of living that the brand advocates. This embodies the design foresight upheld by Moon Architects: while accumulating and solidifying the long-term narrative of the “JUXIANG” brand, we have constructed an ecosystem of value capable of growing alongside the brand’s strategy, calmly facing the future.
项目名称：「具象」服装品牌概念店
项目地点：中国·杭州
空间设计：木月建筑设计事务所
品牌方：具象
设计团队：毛颖，张书航，陈樱，贾伟，鞠艺，王鑫源
项目面积：180平方米
设计时间：2025年8月至9月
建造时间：2025年9月至10月
摄影师：赵赛
撰文：季少婷
Project Name: Ju Xiang Fashion Brand Concept Store
Location: Hangzhou, China
Interior Design: MOON Architects
Brand: Ju Xiang
Design Team: Mao Ying, Zhang Shuhang, Chen Ying, Jia Wei, Ju Yi, Wang Xinyuan
Floor Area: 180 sqm
Design Period: August – September 2025
Construction Period: September – October 2025
Photographer: Zhao Sai
Copywriter: Ji Shaoting
“ 营造贴心且富有人文气息的服装空间。”
审稿编辑：Maggie
更多 Read more about：木月建筑设计
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