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建筑賞析|ZARA南京新街口旗艦店-本真、沉浸、深遠

發布于：2025-05-09 15:03:19

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ZARA南京新街口旗艦店 - 本真、沉浸、深遠第1張圖片

©ZARA

本真、沉浸、深遠

西班牙時尚零售品牌ZARA全新的亞洲旗艦店在位于南京新街口商圈的核心地帶盛大啟幕，標志著該品牌零售業態發展的重要里程碑。旗艦店由AIM愷慕建筑設計事務所設計，呈現了一個兼具沉浸感與動態性的空間，設計語言與城市脈絡深度共鳴，定義了旗艦店的嶄新范式。這是一次對傳統時尚零售模式的全面革新，ZARA與AIM攜手，將愿景轉化為現實，為品牌未來的門店樹立了新標桿。

AIM | ZARA Nanjing Xinjiekou Flagship Store
Authentic. Immersive. Impactful.
Located in the heart of Xinjiekou, Nanjing's bustling commercial district, this new ZARA Asia flagship store marks a pivotal moment in the brand's fashion retail evolution. Designed by AIM Architecture, this store represents a bold new flagship typology, one that is immersive, spatially dynamic, and deeply integrated into the city's urban fabric. As a significant evolution from the conventional fashion retail model, ZARA entrusted AIM to bring this vision to life, setting a new precedent for the brand's future store concepts.

ZARA南京新街口旗艦店 - 本真、沉浸、深遠第2張圖片

From Left 1 ©ZARA; 2 ©Seth Powers

一個與城市聯結且不斷演化的空間

門店作為街道的延伸，與周邊城市環境共鳴。

新的建筑外觀線條流暢，以大懸挑雨棚環抱公共空間，構成門店、城市與人的緊密聯結。

通過重新設計的街道綠化景觀與精心布局的入口廣場，我們將品牌體驗延伸至零售貨架之外，誠邀每一位過客駐足，欣賞和體驗這一嶄新店面。

A Connected and Evolving Space
Designed as an extension of the city, the store creates a natural dialogue with its surroundings.
A new fluid architectural skin and big cantilever canopy, embraces the public space, connecting the store with the city of Nanjing and its dynamic population.
Together with the redesigned streetscape and entrance plaza, we extend the brand experience beyond the retail floor, welcoming passersby to engage with the store beyond shopping.

ZARA南京新街口旗艦店 - 本真、沉浸、深遠第3張圖片

©Seth Powers

ZARA南京新街口旗艦店不僅僅是一家零售門店，它重新定義時尚與城市的互動方式，開啟一種流動且多維的感官體驗，模糊零售、公共空間和文化參與間的界限。設計鼓勵公眾互動，將街道的韻律融入空間，為訪客開啟與品牌對話的嶄新維度。

在這里，嚴謹架構與自由靈動、高效便捷與探索樂趣，達成精妙平衡，讓零售體驗超越購物本身。

More than just a store, ZARA Nanjing Xinjiekou Flagship Store redefines the way fashion interacts with the city, offering a fluid, multi-layered journey that blurs the boundaries between retail, public space, and cultural engagement. The design invites public interaction, weaving the rhythms of the street into the store and opening up new ways for visitors to engage with the brand.
A new balance emerges between structure and spontaneity, efficiency and discovery, elevating the retail journey into something more than transactional.

ZARA南京新街口旗艦店 - 本真、沉浸、深遠第8張圖片

From Left 1-5 ©Seth Powers;
6-7 ©ZARA

傳統與未來的交融

建筑和室內設計在ZARA不斷演變的全球形象與南京城市景觀之間找到了平衡，創造了一個既現代又符合當地語境的空間。紅磚山形樓梯體現了南京的文化脈絡，樓梯向外延伸，將門店與街景相連。該區域以Zacaffè為中心，形成集座位、產品陳列和休憩空間于一體的多功能空間。

Where Heritage Meets the Future
The architectural and interior design strike a balance between ZARA's evolving global identity and Nanjing's urban landscape, creating a space that is both contemporary and contextually grounded. Nanjing's cultural fabric is expressed through the red brick mountain staircase, which extends outward to connect the store with the streetscape. This multifunctional centerpiece integrates seating, product display, and moments of pause, anchored by Zacaffè.

ZARA南京新街口旗艦店 - 本真、沉浸、深遠第15張圖片

From Left 1,2,4 ©Seth Powers;
3,5,6 ©ZARA

入口的通高空間作為門店的核心，為品牌搭建起一個開放、靈活的敘事舞臺。作為藝術合作、品牌快閃和文化活動的場地，助力ZARA以不斷發展的新穎姿態與社區建立良好互動。

A double-height plaza at the entrance serves as the store's spatial anchor, offering an open, flexible environment for the brand to shape its narrative. This space acts as a platform for artistic collaborations, brand storytelling, and cultural activations, enabling ZARA to engage with the community in new and evolving ways.

ZARA南京新街口旗艦店 - 本真、沉浸、深遠第22張圖片

©Seth Powers

旗艦店如同一臺機器，充分體現了ZARA標志性的高效率。這種追求高效的理念融入并支撐了整體設計，但它并未主導空間布局，而是融入了購物體驗之中。自動傳輸系統能夠快速處理服裝整理和傳輸工作，使員工能夠專注于為顧客提供卓越服務，進一步提升了運營效率。

The store as a machine representing ZARA's signature efficiency, is embedded within and feeds the design. Rather than dominating the space, it is integrated into the shopping experience. The automated clothing transportation system, visible through a glazed wall, further enhances efficiency, quickly processing clothing organization and allowing staff to focus on delivering exceptional service.

ZARA南京新街口旗艦店 - 本真、沉浸、深遠第28張圖片

From Left 1 ©ZARA; 2 ©Seth Powers

以顧客為中心的體驗

材質在塑造感官體驗和ZARA不斷演變的品牌形象中發揮著關鍵作用。裸露的結構柱、拋光混凝土地面和混凝土井字格天花板，共同構成了一種大膽而寧靜的建筑語言，為ZARA多樣化的客戶群體提供了視覺效果強烈而觸感真實的背景板。

A Customer-Centric Experience
Materiality plays a crucial role in shaping both the sensory experience and ZARA's evolving brand identity. Exposed structural columns, polished concrete floors, and a concrete cassette ceiling establish a bold yet serene architectural language, offering a strong, authentic backdrop for ZARA's perse customer profiles.

ZARA南京新街口旗艦店 - 本真、沉浸、深遠第29張圖片

©Seth Powers

為了給顧客提供高度個性化的購物體驗，店鋪一層引入了ZARA Salon，專為追求高端私密的顧客量身打造。與之對比，二層空間凸顯年輕化與實驗性的活力，意想不到的材質組合巧妙營造出一種動感而不失精致的氛圍。

Offering a layered and highly personalized shopping journey, the ground floor introduces ZARA Salon - an elevated, intimate retail experience tailored for those seeking a more curated and personal approach. In contrast, the upper level embraces a youthful, experimental energy, where unexpected material combinations shape a dynamic yet refined atmosphere.

ZARA南京新街口旗艦店 - 本真、沉浸、深遠第34張圖片

From Left 1-3 ©Seth Powers;
4-7 ©ZARA

科技和數字交互進一步提升了客戶的購物體驗，店內設置的潮流自拍艙，提供可預約專業級攝影棚，為顧客帶來了互動式、高品質的數字體驗。通過虛實結合的零售空間，將門店定位于次世代零售領域的前沿。

Technology and digital engagement further elevate the customer journey, with a bookable, professional-grade photo booth called Zara Fit Check offering an interactive, high-quality digital experience. By merging physical and virtual retail spaces, the store positions itself at the forefront of next-generation retail engagement.

ZARA南京新街口旗艦店 - 本真、沉浸、深遠第39張圖片

Bottom Left ©ZARA; Others ©Seth Powers

城市錨點

通過模糊零售、社區與文化間的界限，ZARA南京新街口旗艦店不僅僅是一個商店。這個項目通過沉浸式、以體驗為導向的途徑，與顧客產生多維度的互動。

An Urban Anchor
By blurring the boundaries between retail, community, and culture, we have designed ZARA Nanjing Xinjiekou store to be more than just a store. This project introducing an immersive, experience-driven approach that engages customers on multiple levels.

ZARA南京新街口旗艦店 - 本真、沉浸、深遠第40張圖片

From Left 1, 3-6 ©ZARA;
2 ©Seth Powers

作為旗艦店，它的規模、影響力以及重要性，都為ZARA的未來發展筑牢了根基。此次與AIM的合作，樹立了零售設計領域的新標桿。不僅強化了ZARA作為全球領先的時尚零售品牌的定位，更推動其成為塑造城市風貌與文化景觀的積極力量。

As a flagship, its scale, impact, and significance lay the foundation for ZARA's future. AIM's collaboration on this project sets a new benchmark in retail design, positioning the brand not only as a global leading fashion retail brand, but as an active force in shaping the urban and cultural landscape.

ZARA南京新街口旗艦店 - 本真、沉浸、深遠第44張圖片

©Seth Powers

©AIM Architecture

業主：颯拉商業（上海）有限公司
項目地點：中國南京市新街口
設計面積：3,450平方米
設計時間：2023.11-2024.7
竣工時間：2025.3
AIM設計范圍：外立面設計、室內設計、軟裝設計、標識設計、景觀設計設計
設計總監：Wendy Saunders，Vincent de Graaf
項目經理：Marta Pozo, Sacha Silva
項目建筑師： Ewa Szajda
室內團隊：Alba Galan, Davide Signorato, 王嘉陳，劉婧博，李冠霖，楊浩辰，郭鵬，松潔，康瑾，夏清雅，高可昕，雷曌華，劉思妤, Victor Mongin, 魏錚，戴維莎，鮑倩倩，陳曉雯，張藝，趙娜
效果圖：焦琰
深化設計單位：AIM愷慕建筑設計有限公司
總承包商：上海秋元華林建設集團有限公司
外立面承包商：康瑪尼奧家具（昆山）有限公司（負責玻璃部分）/ 上海秋元華林建設集團有限公司
結構工程師兼外立面顧問：bespoke. Sur-Mesure 工程設計工作室
家具供應商：康瑪尼奧家具（昆山）有限公司
照明供應商：法格赫照明（蘇州）有限公司
視聽設備供應商：Inusual Comunicación Innovadora 公司 / 亦西爾科技（深圳）有限公司
Zacaffè 設計：Art Recherche Industrie
數字體驗設計：Bagel Affairs
主要材料：混凝土、磚、實木、不銹鋼、天然石材、超透玻璃
攝影：Seth Powers, ZARA

Client: ZARA Commercial (Shanghai) Co., Ltd.
Location: Xinjiekou, Nanjing, China
Design Area: 3,450sqm
Design Stage: November 2023 – July 2024
Completion: March 2025
AIM Design Scope: Façade design, interior design, FF&E design, signage design, landscape design
Design Principals: Wendy Saunders, Vincent de Graaf
Project Manager: Marta Pozo, Sacha Silva
Project Architect: Ewa Szajda
Design Team: Alba Galan, Davide Signorato, Emilio Wang, Gabrielle Liu, Guanlin Li, Haochen Yang, Jerry Guo, Song Jie, Kang Jin, Junger Xia, Kexin Gao, Mia Lei, Nora Liu, Victor Mongin, Wei Zheng, Weisha Dai, Qianqian Bao, Xiao Wen, Zhang Yi, Zhao Na
Visualization: JIAO Yan
Detailed Construction Drawing Design: AIM Architecture
General Contractor: Shanghai Choyoin Construction Group Co.,Ltd.
Façade Contractor: Caamaño Asia (KunShan) Furniture and Complements Co., Ltd.(glass)/ Shanghai Choyoin Construction Group Co., Ltd
Structural Engineer&Façade Consultant: bespoke. Sur-Mesure Engineering Studio
Furniture: Caamaño Asia (KunShan) Furniture and Complements Co., Ltd.
Lighting Supplier: Fagerhult
Audiovisual Supplier: Inusual Comunicación Innovadora / ICI Technology Shenzhen Ltd.
Zacaffè Design: Art Recherche Industrie
Digital Experience: Bagel Affairs
Main Materials: Stainless steel, Solid wood, Carpet, Textured paint
Photography: Seth Powers, ZARA

來源：本文由AIM愷慕建筑設計有限公司提供稿件，所有著作權歸屬AIM愷慕建筑設計有限公司所有。

本文版權歸腿腿教學網及原創作者所有，未經授權，謝絕轉載。