山地土壤室内设计 | W0311买手店 | 杭州in77 概念店

发布时间：2025-05-19

尊邸筑

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W0311

自然主义的商业叙事

Naturalistic Commercial Spatial Narrative

W0311买手店位于杭州市西湖区in77商场内，整体建筑为框架结构，室内面积约为156平方。

The W0311 Boutique, located in the in77 Mall in Hangzhou’s West Lake District, is housed in a frame-structured building, with an interior area of approximately 156 square meters.

杭州in77店是山地土壤为W0311设计的第四家门店。从最初的上海愚园路门店再到如今的杭州in77，W0311一直延续着浪漫、温润且柔和的设计理念，就像是在河边随手捡起的一块鹅暖石，质朴且自然。

The Hangzhou in77 store is the fourth in W0311’s design portfolio, inspired by mountain soil. From the first flagship store on Yuyuan Road in Shanghai to the current in77 outlet in Hangzhou, W0311 has consistently embraced a design philosophy characterized by romanticism, gentleness, and softness—an aesthetic akin to picking a smooth stone from a riverbank: simple and organic.

此次我们以“河岸拾石”的瞬时记忆为空间的叙事主线。将自然的时间融入商业空间，通过材质碰撞、有机形态和光影变化，在商业空间中构建一个会呼吸的"自然容器"，诠释W0311品牌"质朴的浪漫"内核，塑造一个兼具浪漫气质与自然质感的沉浸式零售空间。

For this project, mountain soil and the fleeting memory of "stones picked along the riverbank" were used as the central narrative of the spatial design. By integrating the natural rhythms of time into the commercial space, a "breathing natural container" is created through material contrasts, organic shapes, and changing light and shadow. This approach not only captures W0311’s core concept of "simple romance" but also shapes an immersive retail space that blends romantic atmosphere with natural textures.

在这个156㎡的框架内，我们试图创造的不是单纯的购物场所，而是一场"触觉优先"的品牌体验。在设计手法上我们将中心区域从空间中孤立出来，以中岛为核心，解构了鹅暖石的形态记忆，河水流动的轨迹形成环形叙事，如同自然的河床。

Within this 156-square-meter space, the goal is to go beyond the traditional shopping environment. At the heart of this vision is a "touch-first" brand experience, rooted in a comprehensive design philosophy that emphasizes multi-sensory engagement and emotional connection. The spatial layout intentionally isolates the central area, with the central island serving as the core. The stone's shape is deconstructed, and the path of the river is abstracted into a circular narrative, reminiscent of a natural riverbed.

地面材质用手工砖介入再搭配本色木饰面做立面造型，让材质与材质对话，强化空间叙事节奏，引导顾客用脚步丈量空间尺度。通过克制的设计语言让W0311所坚持的"自然浪漫主义"完成了从空间到情感的转化，最终让服装产品成为空间叙事的主角。

The flooring features handcrafted bricks, paired with natural wood finishes on the facades, allowing materials to interact and enhancing the rhythm of the spatial experience. This interplay of materials guides customers to sense the space's scale through movement. Through a restrained design language, W0311’s "natural romanticism" evolves from spatial design into an emotional experience, ultimately making the clothing the central story of the space.