惠州诺瓦品牌体验店：产品作为空间本身 / 力高设计

编辑：李敏 | 2021.04.01 18:25

项目地点 广东省惠州市惠城区

设计单位 LICO力高设计

建筑面积 130平方米

建成时间 2020年12月

文字由设计单位提供。

意大利高端艺术涂料品牌Novacolor诺瓦于1982年成立，受益于其极具直觉和创造力的管理及精心选材，迅速发展，为世界各地的建筑师和设计师提供内外墙全系列的质感效果：石灰基以及用于现代城镇或历史古镇的艺术涂料。

Novacolor, a high-end Italian art paint brand, was founded in 1982. Thanks to its intuitive and creative management and careful selection of materials, Novacolor has developed rapidly, providing architects and designers around the world with a full range of texture effects, lime base and art paint for modern towns or historic towns.

△ 项目视频

LICO力高设计获诺瓦品牌体验店惠州首店的室内建筑设计委托。如何在深度契合诺瓦“创意创新、直觉探索”的品牌理念基础之上，将“自然肌理色彩”的创新型艺术涂料产品的可行性开发进行结合，同时破除传统货架陈列产品的方式，创造专属于诺瓦品牌的全新顾客体验，从而确立诺瓦品牌体验店的独特视觉与空间体验，成为该项目的挑战，亦将作为此次设计工作的焦点。

The interior architecture design of Novacolor Brand Experience Store, the first one in Huizhou, was commissioned by the highly creative and high-quality LICO Design. The interior architectural design project of Novacolor Brand Experience Store, No. 1 in Huizhou underlines how to conform to the brand concept of Novacolor and the feasibility of the innovative art coating product development. At the same time, the focus of this design project is to break the traditional way of displaying products by shelves, and furthermore create a brand new and exclusive customer experience of Novacolor in order to establish the unique visual and spatial experience of Novacolor Brand Experience Store.

立足于对诺瓦品牌理念与建材行业空间的理解与分析，我们决定为诺瓦营创一处“让品牌直接与顾客对话”的探索空间、对话空间。室内建筑设计工作主要解决三大问题：第一，设计的起点与终点始终聚焦于诺瓦的品牌理念；第二，设计语言元素紧密围绕诺瓦产品特性；第三，功能取舍与构成形式要实现“产品即空间，空间即产品”。

Based on the understanding and analysis of Novacolor’brand concept and the space of building materials industry, we decide to create an exploration and dialogue space for Novacolor to "enable the brand directly talk to customers". The interior architectural design mainly solves three problems: first, the starting point and ending point of the design always focus on the brand concept of Novacolor ; second, the design language and elements centers closely on the product features; third, the selection and composition of functions should achieve the goal that "product is space, space is product".

创新力、高品质、对话是LICO的灵魂，基于对诺瓦以建筑师与设计师为主体的品牌客群，对创新型、直觉、可行性、品质的品牌追求，以及LICO主张的50%DESIGN的设计理念等的多维度考量，“探索与对话”成为设计的核心理念。

Innovation, high quality and dialogue is the soul of LICO Design. Taking into account that architects and designers are the dominant clients of Novacolor,and the brand pursuit of Novacolor is focused on innovation, intuition, feasibility and quality, as well as the 50% DESIGN concept of LICO,〝exploration and dialogue〞has become the core concept for the interior architectural design of Novacolor Brand Experience Store. The space theme is named Between Worlds by LICO, meaning mutual exploration and dialogue between two worlds: paint and architecture, line and curve, universe and human, inside and outside, virtual and real, individual and whole, brand and customer etc.. The design language, elements and expressions all develop from Novacolor's product features,〝nature, texture and color".

LICO将空间主题命名为“Between Worlds”，意为两个世界之间的互相探索与对话：涂料与建筑、直线与曲线、宇宙与人类、内与外、虚与实、个体与整体、品牌与顾客……设计语言、元素及表达围绕诺瓦产品特性“自然肌理色彩”展开。

Novacolor Store·Huizhou，The LICO Design team directly applies Novacolor's products and features to the architecture's appearance, interior architecture and spatial installation to the maximum extent. With the direct application of products, we hope to distinguish from the traditional way of product display and enable the visitors and customers talk directly with the brand.

设计团队直接将诺瓦的产品与特性，最大程度运用到建筑外观、室内建筑以及空间装置上，希望区别于传统的产品展示方式，通过产品的直接运用，让访客和顾客可以直接与品牌对话。品牌理念和产品特性借由建筑空间直接传递，以释放访客和顾客的自主性与选择权，访客与顾客自主、自然地完成探索、感知、对话、认同、选择的过程。

The brand concept and product features of Novacolor are directly conveyed by the architectural space to release the autonomy and choice of visitors and customers, who naturally complete the process of exploration, perception, dialogue, identification and selection.

客户评价道：“设计师打破传统的展厅形式，选择通过产品筑造空间氛围营造的方式，更直接地诠释了品牌的理念，展示了产品的魅力，也恰到好处地传递了我对市场对客户对环保对品质的态度。但对我而言，最大的收获是在和设计师沟通的过程当中的启发，进一步明确了自己未来的经营模式。展厅完工投入使用以来，吸引无数路人驻足，来参观的设计师、业主络绎不绝，设计、产品均获得了极高评价，同时也引发了大家对空间美学的更多探讨。感谢设计师为涂料、空间、生活、设计创建的良好的对话环境。”

The designer breaks the traditional form of exhibition hall and chooses the way of building space with products to create a certain atmosphere, which directly interprets the concept of the brand, shows the charm of products, and also properly conveys my attitude towards the market, customers, environmental protection and quality.But for me, the biggest harvest is that, in the process of communication with designers, I was deeply inspired and further specified my future business model. Over the 50 days since the exhibition hall was completed and put into use, it has attracted numerous passersby. Designers and customers came to visit it in an endless flow, praising the design and products and giving high comments. Meanwhile, it has also triggered more discussions on space aesthetics. Thank the designer for creating an unparalleled dialogue environment for paint, space, life and design with meticulous creativity.