“因地制宜的在地，自然质感的细腻，矛盾之间的关系，一场好戏”。

“Adapting to the local context, embracing the natural texture, navigating the intricacies of contradictions – it’s a performance.”

本案是永创团队与KANGOL团队又一次携手共创的全新品牌空间，这是KANGOL第一次来到西南地区。成都是一个潮流与传统碰撞融合，包容性极强的城市，崭新的文化在这里萌发生长；拥有85年品牌历史的KANGOL，也在时代洪流进程中拥有了自己独特的年轻帽子文化，二者早在文化衍化的路途上相汇。

This project marks another collaboration between the WING DESIGN team and the KANGOL team, creating a completely new brand space. This is KANGOL’s first venture into the Southwest region. Chengdu is a city where trends collide with tradition, a place known for its strong inclusivity where fresh cultures blossom. KANGOL, with its 85-year brand history, has cultivated its own unique youthful hat culture in the course of the cultural evolution, and the two entities converge on the path of cultural transformation.

设计团队基于品牌基因，联合成都在地文化、自然肌理等多元层次的空间语言，打破常规商业设计的陈旧模式，主考虑空间内外的线下购物体验，聚焦社群气质，借零售空间这一具象载体，对外传递品牌态度，为每位KANGOL爱好者，打造了一处经典且巴适的精神之所。

Based on the brand’s DNA, the design team, in conjunction with Chengdu’s local culture and the varied textures of nature, breaks away from the conventional patterns of commercial design. The primary consideration is the offline shopping experience within and around the space, focusing on the community’s temperament. Utilizing the tangible retail space as a medium, the design communicates the brand’s attitude to the outside world. For every KANGOL enthusiast, it crafts a place that is both classic and apt for the spirit.

▲空间视频 video © WM STUDIO

01

自然肌理，诠释竹林意境

Natural Texture, Interpreting the Mood of a Bamboo Forest

KANGOL这个初来乍到的国际品牌在这里融入成都，彰显着独特的地理文化元素，完成空间初印象的塑造。外立面材料以其原始肌理出现，以一种雅致的简约质感，回应传统自然材料，用当地人熟悉但经过创新的肌理来唤醒对原本建筑的重议。

As the newcomer international brand KANGOL integrates into Chengdu, it highlights unique geographical and cultural elements, shaping the initial impression of the space. The exterior material presents its original texture with an elegant and simple quality, responding to traditional natural materials. It awakens a reevaluation of the original architecture through locally familiar but innovatively textured materials.

▲项目前身 – KANGOL品牌发展速览 © KANGOL

Project predecessor – KANGOL brand development overview © KANGOL

于一楼入口处，设计师用竹编的方式将品牌经典帽款具象化，连接着空间内外，又可作为活动中的特别展示空间。黑色是KANGOL的标志性色彩，年轻化又不失典雅的表现手法带来了关注与传播，张扬地呈现潮酷时尚的品牌风格。

At the entrance on the ground floor, the designer uses bamboo weaving to embody the brand’s classic hat styles, connecting the interior and exterior spaces while serving as a special display area for events. Black, the iconic color of KANGOL, adds a youthful yet elegant touch, drawing attention and conveying the brand’s bold and cool fashion style.

室内也使用了大量的竹质材料，以“竹林”的意境传达成都韵味。竹子和砖的天然材料诠释设计可持续的理念，建筑与自然相辅相成。考虑到天然竹材的易于磨损。设计师一比一定制最恰适的仿真竹竿用于空间外立面以及室内陈列货架，达成实用性与设计美感的长久平衡。

The interior also features an abundance of bamboo materials, conveying the charm of Chengdu with the mood of a “bamboo forest.” The use of natural materials like bamboo and bricks interprets the concept of sustainable design, creating a complementary relationship between the building and nature. Considering the wear resistance of natural bamboo, the designer customizes lifelike simulated bamboo poles for the exterior facade and interior display shelves, achieving a lasting balance between practicality and design aesthetics.

▲竹子元素分析图 © 永创设计

Bamboo element analysis diagram © WING Design

▲©永创设计© WING Design

中岛可灵活移动的收纳柜同样使用了仿真竹竿，由团队特别针对本次定制。方块叠加与不同层次的高度，组成了活泼有趣的中部陈列格局。

The movable storage cabinets on the central island also incorporate simulated bamboo poles, specially tailored for this customization. The stacking of cubes and varying heights create a lively and interesting central display pattern.

空间色调的选取简洁明亮，浅色的木质家具以柔和感契合空间氛围，暖色海洋木板带来细腻的木纹与温润的质感。精心布置于特定的区域的绿植为空间引入色彩上的对比，同时不会破坏整体的协调，如熏风拂过，氤氲出自然的清爽气息。

The selection of space color tones is simple and bright, with light-colored wooden furniture harmonizing with the soft atmosphere. Warm-toned ocean wood panels bring out delicate wood grain and a gentle texture. Carefully placed greenery in specific areas introduces color contrast to the space without disrupting overall coordination, evoking a natural and refreshing atmosphere, as if a gentle breeze has swept through.

多元享受，构筑巴适空间

Diversified Enjoyment, Crafting a Cozy Space

KANGOL以往主攻线上售卖的路线，而近些年开始陆续在各地落地实体店、选择从未涉及过的西南地区，是品牌在落地线下消费空间做出的新区域部署。作为国际大品牌的KANGOL，像是第一次来到这里的“异乡人”，本案设计以西南地区文化历史悠长的“竹”为引，实现品牌与在地文化的过渡衔接，于城市腹地构建出属于KANGOL的巴适一隅。

While KANGOL has traditionally focused on online sales, in recent years, it has gradually established physical stores in various locations, venturing into previously untouched regions like the Southwest. This marks a new deployment strategy for the brand in establishing offline consumer spaces. As an international powerhouse, KANGOL, like a “stranger” arriving for the first time, embraces the rich cultural history of the Southwest, particularly the significance of “bamboo” in its design. This connection serves as a bridge between the brand and local culture, constructing a comfortable corner in the heart of the city that belongs to KANGOL.

多元复合形态的商业空间同样是本案设计的亮点，在一楼的常规商品零售区之外，二楼以“俱乐部”的形式组织的活动空间，可以灵活承载多人聚会、特殊陈列等使用方式。

One of the design highlights is the diverse and compound nature of the commercial space. Beyond the conventional retail area on the ground floor, the second floor organizes an event space in the form of a “club,” capable of flexibly accommodating gatherings and unique displays.

窗边柔软的沙发展开惬意时光，霓虹灯的设计带来潮酷时尚感，球桌形式的柜台容纳多元功能。通过贴合品牌品味与风格调性的软装选品、质感，构筑具象感知，打造年轻氛围，共同组成不只是零售的乐趣空间。收银台区域融入了饮品服务，进一步提供零售之余的附属价值。

Soft sofas by the windows invite leisurely moments, neon lights add a touch of trendy fashion, and the counter in the form of a pool table incorporates multifunctionality. Through carefully chosen soft furnishings that align with the brand’s taste and style, the design creates tangible perception, establishing a youthful atmosphere. Together, these elements form a space that offers more than just the joy of retail. The cash register area includes beverage services, providing additional value beyond retail.

特色餐饮链接文化基因，模糊店铺与公共区域的界限，打造能留下更多客人的KANGOL场域。

Distinctive dining intertwines with cultural genes, blurring the boundaries between shops and public areas, creating a KANGOL domain that encourages more guests to linger.

空间本身以店铺、咖啡、公共空间的组合。设计师以竹编帽，通过竹间的构建手法让品牌融入当地，希望以物质空间为载体，展现空间功能的创意与多样性。为迷惘在都市丛林的人们那颗焦虑的心找到舒缓的转折点。

The space itself combines a shop, café, and public area. Using bamboo-woven hats and the construction techniques involving bamboo, the designer seamlessly integrates the brand into the local culture. The aim is to showcase the creativity and diversity of the space’s functionality through the material realm. It serves as a creative and varied space, providing a soothing turning point for those with anxious hearts lost in the urban jungle.

▲一层平面图 © 永创设计

Ground floor plan © WING Design

▲二层平面图 © 永创设计

Second floor plan © WING Design

项目信息——

项目名称：KANGOL HEADWEAR 西南旗舰店

设计公司：永创设计

创意总监：黄冠州

主创设计：陈玫洁 许安琪 许汝天

深化设计：彭雄彬 陈彩姗 张绿如 李梓超

深化指导：李浩明

工程监理：李浩明 丁书超

项目客户：KANGOL

项目面积：一楼174m² + 二楼110m²

项目地点：中国 成都 锦江区 大业路 Cosmo

完工时间：2023.07

材料：黑色肌理漆、铝板、木纹铝通

空间摄影：形在摄影 贺川

空间影像：WM STUDIO

Project Information——

Project name: KANGOL HEADWEAR Southwest Flagship Store

Design company: WING Design

Creative director: Eddie Huang

Chief designer: Meijie Chen, Anqi Xu, Rutian Xu

Further design: Xiongbin Peng, Caishan Chen, LvRu Zhang, Zichao Li

Deepening guidance: Haoming Li

Project supervisor: Haoming Li, Shuchao Ding

Client: KANGOL

Project area: first floor 174m² + second floor 110m²

Project location: Cosmo, Daye Road, Jinjiang District, Chengdu, China

Completion time: 2023.07

Space photography: HERE SPACE

Space image: WM STUDIO

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