新加坡Durasport性能驱动零售店

2019年05月17日

MOD设计的一家“卓越性能”的零售商店于2019年4月在星耀樟宜开业，店铺名为“Durasport”，共183平米。以沉浸式体验、未来主义和研发实验室环境为特点，为运动爱好者们在购买服装和设备前提供了充分的体验。MOD参与了产品的挑选，包括世界上最轻的自行车，高温塑形的定制自行车鞋，减少阻力的潜水服，可调高度的滑雪鞋可以灵活适应艰苦的上坡和陡峭的下坡滑行，可以提高速度的浮潜呼吸装置。

MOD has completed a 183sqm ‘ultra-performance’ retail store, named “Durasport” in Jewel Changi Airport. Featuring an immersive, futuristic and R&D lab environment for sports enthusiasts to try out the sportswear and equipment before buying them, the products were co-curated by MOD, and include the world’s lightest racing bicycle, heat-moldable customized cycling shoes, wet suits which minimize stretch resistance, adjustable alpine ski boots suitable for scaling uphill slopes as well as downhill skiing and a power breather for swimmers which enhances lap times.

在新加坡这样成熟的市场，网上购物十分普遍，而且不乏成熟的综合品牌体育用品商店，当团队的客户联系他们创建DURASPORT，一个体育零售品牌和它的旗舰店的时候，他们不得不问自己这个问题。

In a mature market like Singapore where online shopping is prevalent and there is no shortage of established multi-label sports stores; we had to ask ourselves this question when approached by our client to create DURASPORT, a sports retail brand and its flagship store.

首先，团队通过对体育用品市场以及客户现有品牌和产品库存的广泛分析，对品牌进行了定位。根据获得的信息，缩小了范围，最终确定了一个目前仍相对未开发的细分市场：追求“卓越性能”运动员和体育爱好者。一旦这些重要的定位和品牌决策确定下来，就成为了项目的“北极星”，指导并应用于下游品牌和产品的选择，用户的购物体验，空间规划，三维形式的探索，材料和灯光的选择，展示系统设计，品牌名称，标志和打印品，总体的视觉可识别性。

Foundationally, we began by honing the positioning of the brand through an extensive analysis of the sporting goods market as well as our client’s existing brand and product inventory. From the information gained, we narrowed down and eventually identified a market segment that at present remains relatively untapped: the ‘ultra-performance’ athlete & sporting enthusiast. Once these critical positioning and brand decisions were made, they became the project’s “North Star”, referred to and applied downstream to the choice of brands and products to carry, user experience journey, spatial planning, 3D form exploration, material and lighting selection, display system design, brand name, logo and collaterals, and overarching visual identity.

店内体验的关键是三个阶段的零售策略，使顾客“兴奋、沉浸和（随后）信任”。任何新进入市场的品牌，为了吸引人流，店面设计必须使人兴奋。Durasport的立面不仅像传统店面拥有大型展示橱窗，而且犹如在动态运动一般，向顾客传递一种活跃的，超高性能的体育活动的感觉。技术上，作为空间的主要材料，高品质不锈钢的使用极有规律，并与其他材料紧密结合：有意识的参考典型研发实验室的环境，模拟商店创新和高新能的产品研发的环境。

Key to the in-store experience is a 3-stage retail strategy to ‘excite, immerse and (subsequently) convince’ the customer.To draw foot traffic for any new-to-market brand, the storefront design has to excite. Conceived to be more than a typical retail frontage with large display windows, Durasport’s facade is instead designed to appear as if in dynamic motion, conveying a sense of active, ultra-high performance sporting activities.Tectonically, high-grade stainless steel is used in a disciplined and cohesive manner as the primary spatial material: an intentional reference to the typical laboratory R&D (research & development) environment in which the store’s innovative and high performance products would have been developed.

商品是由MOD和客户一起挑选的，包括世界上第一辆石墨烯的自行车（即一种比碳轻，强度是铁200倍的材料，英国Dassi制造），高温塑形的定制自行车鞋（DL KILLER, Italy），减少阻力的潜水服（Zone3, UK），可调高度的滑雪鞋可以灵活适应艰苦的上坡和陡峭的下坡滑行（DYNAFIT, Italy），可以提高速度的浮潜呼吸装置（Ameo, Germany）。接下来，为了使顾客沉浸在产品的体验中，引导顾客参与到相关的亲身体验中来。高度的私人定制和细节展示单元介绍了所选产品的独特性，并且通过“剖析”这些产品，对它们进行测试，或是提供产品构造的X射线视图，使顾客对产品进行全面的了解。

Products were co-curated by MOD and the client, and include the world’s first graphene bicycle (i.e. a form of carbon that’s lighter than paper but 200 times stronger than steel, by Dassi, UK), heat-mouldable customized cycling shoes (DL KILLER, Italy), wet suits which minimize stretch resistance (Zone3, UK), adjustable alpine ski boots that provide flexibility for scaling uphill slopes and rigidity for downhill skiing (DYNAFIT, Italy) and a power breather for swimmers (Ameo, Germany) which enhances lap times.

在此基础上，为自行车手、滑雪者、攀岩者和铁人三项运动员设计了独特的体验区，让顾客可以对运动服或者设备进行试穿或者测试。在模拟运动器械的帮助下，顾客可以进行真实的体验，对产品进行全方位的了解，信任这些产品可以帮助他们提高运动水平。为展示Durasport4个主要体育项目产品，特别设计的量身定做的展示系统，可以根据产品和尺寸的需要进行灵活的扩展。货架，壁架或者挂钩与展示墙相结合，并且有一体化的LED照明系统。

Building on this, distinctively designed hands-on experiential zones for cyclists, skiers, climbers and triathletes, allow customers to sample and test the sportswear or equipment. Aided by machines that simulate the activity they were designed for, this provides them with a visceral experience to cap off their knowledge of the product and to convince them of how it would help them up their game.

除了Durasport的整体品牌体验，MOD还构思了品牌名称，并设计了标志和打印品，如手提袋、名片、信纸、信封和内部标牌，以反映该品牌的核心品质:活力、创新和超高的运动性能。

Rounding off Durasport’s holistic brand experience, MOD has also conceived the brand name, and designed the logo and collaterals such as the carrier bags, name cards, letterheads, envelopes, and internal signage to reflect the brand’s essential qualities: dynamism, innovation and ultra-high sporting performance.