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穿越X11次元潮玩飛艇即將啟程,復古到未來

分類:創新案例 發布日期:2022-02-02 發布人:溈徠

穿越X11次元潮玩飛艇即將啟程,復古到未來 (圖1)


穿越X11次元潮玩飛艇即將啟程,復古到未來 (圖2)



你好,穿越者!

旅程即將開啟

這場跨次元的旅行,

X11與TOMO東木筑造將攜手帶你回到未來。



Hello, traveler.

The journey crossing dimensions is about to start.

X11 and TOMO DESIGN are taking you back to the future.



穿越X11次元潮玩飛艇即將啟程,復古到未來 (圖3)


穿越X11次元潮玩飛艇即將啟程,復古到未來 (圖4)



敬不可一世的夢想

敬冒險高飛的狂妄

拒絕千篇一律的復制

于沉浸環境中釋放靈魂

創造新體驗與新共鳴



Pay a tribute to the bold dream,

and to the flying adventure.

Say no to monotony and homogeneity.

Set free the souls in an immersive setting.

Create a new experience and resonance.




穿越X11次元潮玩飛艇即將啟程,復古到未來 (圖5)



追求精神消費的Z世代消費者,孕育了以X11為代表的潮玩新零售品牌。

全新的業態,全新的消費者,也正孕育著全新的商業空間。



X11, as a new, representative toy retail brand, is born to meet the spiritual needs of Gen Z. Nowadays, emerging commercial operations and consumer groups are breeding new commercial space.


而收獲新時代消費者的利器,是敘事性沉浸式的消費體驗。洞悉這一變化的X11采用了“千店千面”的旗艦門店策略。

以極致的空間、陳列美學、敘事性的動線,為消費者提供沉浸式的體驗與社交貨幣。


Narrative, immersive shopping experience is the key to capture the new generation of consumers. In light of this fact, X11 adopts the strategy of giving every flagship store a differentiated image, hoping to offer consumers an immersive shopping and socializing experience through exquisite spaces, display aesthetics and story-telling circulations.



穿越X11次元潮玩飛艇即將啟程,復古到未來 (圖6)
穿越X11次元潮玩飛艇即將啟程,復古到未來 (圖7)
穿越X11次元潮玩飛艇即將啟程,復古到未來 (圖8)


穿越X11次元潮玩飛艇即將啟程,復古到未來 (圖9)



在上海、武漢等多地成功落地引爆流量與話題的旗艦店后,
X11來到西安萬象天地,發起新一輪的“潮玩之旅”。

這次,策劃這場穿越之旅的是 TOMO東木筑造(下文統稱東木)。



X11 flagship stores in Shanghai and Wuhan have successfully drawn tremendous attention and become a hit on social media. Recently, another new premise of X11 opened in the Mixc World in Xi'an.  Conceived by TOMO DESIGN, this flagship store unfolds a distinct journey of exploring toy collections.




穿越X11次元潮玩飛艇即將啟程,復古到未來 (圖10)



全新的X11西安門店,以全新潮流美學激發分享動力,刷新消費者與品牌交流的體驗,將零售空間提升為一個有敘事、有情感、有氛圍的多層體驗場。



Its novel, trendy aesthetics stimulate the desire of sharing, refresh consumers' interactive experience with the brand, and turn the retail space into a story-telling experiential field awash with emotions, atmosphere and rich layers.




穿越X11次元潮玩飛艇即將啟程,復古到未來 (圖11)



糅雜著好奇心與樂趣、未知的探索、跨次元的創新、以及不被定義的潮流……

一場融入未來質感、合成器浪潮與璀璨幻想的跨次元旅程,幻化為一艘既復古又未來的飛艇漸漸浮現。



This space is an integration of curiosity, fun, unknown exploration, cross-dimensional innovation and undefined trend. The retro-futuristic "airship" flies people to another dimension full of futuristic, synthwave and fantastic elements.



穿越X11次元潮玩飛艇即將啟程,復古到未來 (圖12)
穿越X11次元潮玩飛艇即將啟程,復古到未來 (圖13)
穿越X11次元潮玩飛艇即將啟程,復古到未來 (圖14)


穿越X11次元潮玩飛艇即將啟程,復古到未來 (圖15)



“未來質感”
構建跨次元的“旅途”場景;

“合成器浪潮”
以未知與樂趣,提煉復古與科幻融合的元素,
碰撞出全新的陳列形式;

“璀璨幻想”
不被定義,打破空間既有形式,
構建新穎的空間形式。



"Futuristic"

Creating a journey-like scene that leads to another dimension.

"Synthwave"

Based on the unknown and fun, retro and sci-fi elements are extracted to generate a new display form.

"Fantastic"

Breaking the existing spatial form and building a novel, undefined spatial image.



穿越X11次元潮玩飛艇即將啟程,復古到未來 (圖16)
穿越X11次元潮玩飛艇即將啟程,復古到未來 (圖17)


穿越X11次元潮玩飛艇即將啟程,復古到未來 (圖18)



這個在天空中漂浮的龐然大物

如同一個近在咫尺的“平行宇宙”,

無論在一個世紀以前,

還是在被飛機及其他飛行器占領的今天,

人們從未停止對其幻想,

它始終在未來主義者的烏托邦愿景中占據顯著地位,

化身浪漫科幻主義的載體,

人們幻想移居空中自由翱翔。



The colossus floating in the sky is like a "parallel universe" near at hand. No matter in a century ago or today when planes or other kinds of aircrafts are common, people have never stopped the fantasy about airship. It still plays a dominant role in futurists' utopian vision, acting as a romantic, sci-fi medium that carries people's dream of living and freely flying in the sky.




穿越X11次元潮玩飛艇即將啟程,復古到未來 (圖19)



對復古未來主義的憧憬,X11潮玩化身一艘飛艇,向新時代的“潮人”們遞送了一張飛向另一次元的船票。



To meet the vision of retro-futurism, X11 flagship store in Xi'an is conceived as an airship, bringing contemporary young customers to another dimension.




穿越X11次元潮玩飛艇即將啟程,復古到未來 (圖20)



飛艇如何降臨?

東木巧妙利用了原有空間,打開界面,將全金屬打造的飛艇與鏈接上下樓層的交通功能相融,置入空間中央。巧妙地營造復古與未來對話的科幻場景,同時提高了空間的利用率。



How does the airship land?

TOMO subtly made use of the original space and opened up the interior surfaces. The metal airship was set at the center of the space, linking the upstairs and the downstairs. It creates a sci-fi scene, which builds a dialogue between past and future and meanwhile improves the utilization of the space.



穿越X11次元潮玩飛艇即將啟程,復古到未來 (圖21)


穿越X11次元潮玩飛艇即將啟程,復古到未來 (圖22)



但特殊的造型,在空間結構中帶了諸多技術性的挑戰。

東木巧妙的利用鋼架樓梯及飛艇的骨架結構,隱藏了許多硬性的消防和空調暴露問題,同時保證了飛艇造型的完美呈現。



The special form of the airship posed many technical challenges to the spatial structure. In response, TOMO took advantage of the steel staircase and the skeleton structure of the airship, cleverly hiding firefighting equipment and air-conditioning and ensuring the perfect presence of the airship form.



穿越X11次元潮玩飛艇即將啟程,復古到未來 (圖23)


穿越X11次元潮玩飛艇即將啟程,復古到未來 (圖24)



飛艇造型在空間中形成向心力的同時,面對店鋪大量的陳設需求,設計通過細致規劃與高效的展陳排布,形成有序中不乏探索樂趣的空間動線。

游走其中,沉浸于潮玩構建的異次元,探索的樂趣得以揮灑,收獲(購買)自然而然。



The airship installation gives the space a centripetal force. To satisfy the demands for displaying a large number of commodities, the design team worked out elaborate spatial layout and efficient display solutions, which form orderly, interesting spatial circulations. Walking inside, customers are immersed in the distinct dimension filled with various toys, and the fun of exploration and shopping.




穿越X11次元潮玩飛艇即將啟程,復古到未來 (圖25)



飛艇底部“駕駛艙”,被巧妙的設置為收銀區,既是有特色的磁力點,又在動線中形成功能節點。

飛艇局部的鏤空與燈光的排布,由內部透出,吸引著人們前往探索。



The cashier area is subtly arranged in the "cockpit" at the bottom of the airship, serving as a characteristic "magnetic dot" and a functional node of the circulation route. The hollow-out design and the lighting arrangements are exposed from the inside of the airship, attracting customers to step in and explore.




穿越X11次元潮玩飛艇即將啟程,復古到未來 (圖26)



與飛艇相接的二層樓板,以一段圍繞飛艇頭部的月牙狀玻璃棧道消弭了樓板的邊界,為達到飛艇造型上下渾然一體,東木團隊進行了嚴謹細致的推敲,讓飛艇得以“漂浮”于空中,同時豐富了空間行走的體驗。



The connecting area between the floor slab of 2F and the head of the airship is formed by a crescent-shaped glass walkway, helping eliminate the boundary. To realize an integrated form for the airship from top to bottom, TOMO refined the design in a rigorous and meticulous manner, thus creating an airship “float” in the air and rich walking experiences in the space.



穿越X11次元潮玩飛艇即將啟程,復古到未來 (圖27)


穿越X11次元潮玩飛艇即將啟程,復古到未來 (圖28)



通高的玻璃幕墻,打開建筑對外的界面,透露著空間內無限的遐想。

外立面有序分類的格柵巧妙配合著電光燈帶渲染著璀璨迷幻的未來感,包裹著空間內的飛艇,若隱若現。



The full-height glass curtain wall provides an open view to the outside, and reveals the interior full of infinite imagination. The orderly-arranged grilles are combined with strip lights, producing a psychedelic, futuristic visual effect and delicately wrapping the airship inside.


入口處“X11”標識昭示著品牌IP,落地的三角造型雨棚嵌入流動的點陣屏,似乎催促著最后的“登船人”。

飛艇下置的臺階直面入口,邀請潮人們紛紛踏上這場未知的穿越之旅。


The "X11" logo on the facade highlights the identity of the brand. A matrix screen with flowing dots is inserted into the triangular entrance canopy, which seems to urge people to board the airship. The staircase of the airship faces the entrance, welcoming people to the unknown travel.



穿越X11次元潮玩飛艇即將啟程,復古到未來 (圖29)
穿越X11次元潮玩飛艇即將啟程,復古到未來 (圖30)
穿越X11次元潮玩飛艇即將啟程,復古到未來 (圖31)
穿越X11次元潮玩飛艇即將啟程,復古到未來 (圖32)
穿越X11次元潮玩飛艇即將啟程,復古到未來 (圖33)
穿越X11次元潮玩飛艇即將啟程,復古到未來 (圖34)
穿越X11次元潮玩飛艇即將啟程,復古到未來 (圖35)
穿越X11次元潮玩飛艇即將啟程,復古到未來 (圖36)


穿越X11次元潮玩飛艇即將啟程,復古到未來 (圖37)



穿過樓板,巨大的飛艇懸于空中,復古的形式,未來的質感,碰撞出全新的潮流場景。

轉動的螺旋翼,催促著穿越者們進入探索。



Crossing the floor slab, the huge airship floating in the air comes into view. Its retro appearance and futuristic textures create a new, stylish scene. The rotating spiral wings call on travelers to explore the inside.



穿越X11次元潮玩飛艇即將啟程,復古到未來 (圖38)


穿越X11次元潮玩飛艇即將啟程,復古到未來 (圖39)



步入其中,復古與未來交織的浪漫想象,構建出鮮明突出的風格特點。

它看上去復古,卻有時髦摩登感的表現力,聽似新潮,卻也充斥著年代感的旋律。



As stepping into the space, people can experience the retro-futuristic, romantic vibe and the distinctive style. The space appears retro, but expresses modernity and fashion as well.



穿越X11次元潮玩飛艇即將啟程,復古到未來 (圖40)
穿越X11次元潮玩飛艇即將啟程,復古到未來 (圖41)
穿越X11次元潮玩飛艇即將啟程,復古到未來 (圖42)


穿越X11次元潮玩飛艇即將啟程,復古到未來 (圖43)



登船,在銀色金屬質感之中的“實驗倉”里,一個個生化能量樁形成陣列,頂尖潮玩在此孕育,沉浸場景讓故事徐徐展開。



Boarding the airship, an array of biochemical energy boxes is placed in the silver-hued metal "laboratory", which nurtures top toys. The immersive scene unfolds stories.



穿越X11次元潮玩飛艇即將啟程,復古到未來 (圖44)
穿越X11次元潮玩飛艇即將啟程,復古到未來 (圖45)
穿越X11次元潮玩飛艇即將啟程,復古到未來 (圖46)
穿越X11次元潮玩飛艇即將啟程,復古到未來 (圖47)


穿越X11次元潮玩飛艇即將啟程,復古到未來 (圖48)



向上,配有呼吸燈裝置的鋼構樓梯,閃爍著迷幻的紅光,指引著旅程。

光線穿越過飛艇的銀色鋼架灑落,映照著科技質感。



The red lighting installed on the steel staircase are blinking, leading people to enter the airship. The light passes through the steel frame of the airship and falls down, highlighting a sense of technology. 



穿越X11次元潮玩飛艇即將啟程,復古到未來 (圖49)
穿越X11次元潮玩飛艇即將啟程,復古到未來 (圖50)
穿越X11次元潮玩飛艇即將啟程,復古到未來 (圖51)
穿越X11次元潮玩飛艇即將啟程,復古到未來 (圖52)
穿越X11次元潮玩飛艇即將啟程,復古到未來 (圖53)
穿越X11次元潮玩飛艇即將啟程,復古到未來 (圖54)
穿越X11次元潮玩飛艇即將啟程,復古到未來 (圖55)
穿越X11次元潮玩飛艇即將啟程,復古到未來 (圖56)
穿越X11次元潮玩飛艇即將啟程,復古到未來 (圖57)
穿越X11次元潮玩飛艇即將啟程,復古到未來 (圖58)
穿越X11次元潮玩飛艇即將啟程,復古到未來 (圖59)
穿越X11次元潮玩飛艇即將啟程,復古到未來 (圖60)
穿越X11次元潮玩飛艇即將啟程,復古到未來 (圖61)
穿越X11次元潮玩飛艇即將啟程,復古到未來 (圖62)
穿越X11次元潮玩飛艇即將啟程,復古到未來 (圖63)
穿越X11次元潮玩飛艇即將啟程,復古到未來 (圖64)
穿越X11次元潮玩飛艇即將啟程,復古到未來 (圖65)
穿越X11次元潮玩飛艇即將啟程,復古到未來 (圖66)
穿越X11次元潮玩飛艇即將啟程,復古到未來 (圖67)
穿越X11次元潮玩飛艇即將啟程,復古到未來 (圖68)
穿越X11次元潮玩飛艇即將啟程,復古到未來 (圖69)
穿越X11次元潮玩飛艇即將啟程,復古到未來 (圖70)
穿越X11次元潮玩飛艇即將啟程,復古到未來 (圖71)
穿越X11次元潮玩飛艇即將啟程,復古到未來 (圖72)
穿越X11次元潮玩飛艇即將啟程,復古到未來 (圖73)
穿越X11次元潮玩飛艇即將啟程,復古到未來 (圖74)
穿越X11次元潮玩飛艇即將啟程,復古到未來 (圖75)


穿越X11次元潮玩飛艇即將啟程,復古到未來 (圖76)



復古綠的水磨石地面與“實驗操控臺”元素的貨架設計相得益彰,局部不銹鋼拼貼停機坪地面造型,一同營造飛艇控制、制造室的空間氛圍。

呼應著過去與未來的對話,劃分區域,指引旅程。

科幻賽博的明亮燈帶與點綴的紅光,引發時空交錯、超然于世的情緒。



The retro green terrazzo floor and the shelves featuring the elements of "experimental console" complement each other. The "apron" is partially paved with stainless steel, producing a spatial atmosphere the same as the control and manufacturing room of airship. Based on a dialogue between the past and the future, distinct areas are divided to guide the journey. The sci-fi, cyber-style, bright light strips and the dotted red light arouse time-travelling, surreal feelings.



穿越X11次元潮玩飛艇即將啟程,復古到未來 (圖77)
穿越X11次元潮玩飛艇即將啟程,復古到未來 (圖78)
穿越X11次元潮玩飛艇即將啟程,復古到未來 (圖79)
穿越X11次元潮玩飛艇即將啟程,復古到未來 (圖80)
穿越X11次元潮玩飛艇即將啟程,復古到未來 (圖81)


Project Information/項目信息


Name/項目名稱:X11 Toy Collection Store in Xi'an Mixc World X11全球潮玩(西安萬象天地店)

Client/項目業主:KK Group-KK集團

Location/項目地點:Xi'an, China-中國 西安

Area/項目面積:1000 sqm

Date/項目時間:2021

Studio/設計機構:TOMO DESIGN-東木筑造 TO ACC


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