符号、标签随着消费方式的改变而逐渐模糊，“不被定义，回归自我”的呼声伴随当代女性力量的崛起，为每一份选择赋能更独立的态度。于是衍生更理性的消费形态，拥有不被风格桎梏的精神，亦是经得起时间考验与沉淀的长期主义。
Symbols and labels gradually blur with changes in consumption patterns, and the call for "not being defined, returning to oneself" accompanies the rise of contemporary female power, empowering more independent attitudes for every choice. As a result, a more rational form of consumption emerged, possessing a spirit that is not bound by style, and also permanently that can withstand the test of time and sedimentation.
QILLY时尚生活馆成立于2004年，与ANINEBING、YCH、MQ、ETHOR、EENK等服饰品牌合作，从可持续的意识形态中汲取品质格调，塑造多元化生活方式，面向不同年龄段的女性消费群体。
设计考量多品牌的个性呈现，从展陈、零售、运营的思路出发，由外向内秩序划分场域层级，调度体块与区域之间的穿梭，在平行有序的动线中建立自由游离的空间动态。沉浸于这场特有的节奏与层次之下，不同界面的关系得到了更亲密的交互，产品、空间、体验相辅相成，最大限度地达成设计与品牌的共识。
QILLY Fashion Lifestyle Center was established in 2004, collaborating with clothing brands such as ANINEBING, YCH, MQ, ETHOR, and EENK to draw quality and style from sustainable ideology, shape diverse lifestyles, and target female consumer groups of different ages.
Design considers the personalized presentation of multiple brands, starting from the ideas of exhibition, retail, and operation, dividing the field hierarchy from the outside to the inside, scheduling the shuttle between blocks and regions, and establishing a free and free spatial dynamics in a parallel and orderly flow. Immersed in this unique rhythm and hierarchy, the relationships between different interfaces have become more intimate, with products, spaces, and experiences complementing each other, maximizing the consensus between design and brand.
BREAK THROUGH THE BOUNDARIES
突破框线
前厅纵横布局，中轴廊道通过T台的形式将场域分割，并在两侧设置次动线，增加彼此动态的洄游交互。场域纵深置景，形成视觉的递进关系，内藏妙趣，衍生向内探究的欲望。
The front hall is arranged vertically and horizontally, and the central axis corridor divides the field through a T-shaped platform. Secondary lines are set on both sides to increase dynamic migration and interaction between each other. The depth of the field creates a progressive visual relationship, hiding a sense of humor and generating a desire to explore inward.
基于品牌「自由」与「品质」的时尚态度，引入物质、感官、构造之间的关系，运用木作与石材的天然肌理进行空间渲染，通过材质的包容性创造产品体验的契合度，在统一域感的引导下，场景切换更加流畅自然。
Based on the fashion attitude of "freedom" and "quality" of the brand, the relationship between material, sensory, and construction is introduced, and the natural texture of wood and stone is used for spatial rendering. Through the inclusiveness of materials, the fit of product experience is created, and under the guidance of a unified sense of domain, scene switching is smoother and more natural.
轴线另一侧打造“建筑盒子”作为直播、展陈的功能升级，同步创新线上运营思路。内部墙体和地面均采用绿色金属板，区别于同质化的直播背景，强化消费者对品牌的视觉识别力，借助功能环境的提升为产品赋能多重价值。
墙体侧边凿三角镂空，释放建筑体的内外交互。光束勾勒出具象化的空间形体，形成几何切面，转承切换意想不到的视角趣味，传达现代先锋的艺术态度。
On the other side of the axis, a "building box" will be created as a functional upgrade for live streaming and exhibition, synchronizing innovative online operation ideas. The internal walls and floors are made of green metal panels, which are different from homogeneous live streaming backgrounds, strengthening consumers' visual recognition of the brand and empowering multiple values for the product through the improvement of functional environment.
Chisel triangular hollows on the side of the wall to release the interaction between the interior and exterior of the building. The beam outlines a visualized spatial form, forming geometric facets, and conveying unexpected perspectives and interests, conveying the artistic attitude of modern pioneers.
循动线递进，以承重柱为锚点引导进入主要展陈区。设计需在此实现多品牌、多品类、不同风格的展陈效果，于是调度比例划分方形区域，四角折转围合，各面留出通道，为全域制造洄游动线，形成多维度的穿梭与流动。访客游走间皆能捕捉到空间局部，规整有序亦能有效触达每一位消费者。
Progressing along the track, guided into the main exhibition area with load-bearing columns as anchor points. The design needs to achieve a multi brand, multi category, and different style exhibition effect here. Therefore, the proportion is divided into square areas, and the four corners are folded and enclosed, leaving channels on each side to create a migratory flow line for the entire area, forming multi-dimensional shuttle and flow. Visitors can capture the spatial details as they move around, and the orderly and organized design can effectively reach every consumer.
BUILDING THE MATERIAL AND SPIRITUAL
物质与精神的双重构建
设计师希望通过特殊的形式、材料、构造与光线构建一个更沉浸的世界。半高墙体延伸镜面玻璃，释放轻盈体块。天顶采用亮面涂料，拼接柔和光膜，配合灰粉色地面与暖光灯带，在顶部折射出波光粼粼的效果，隐喻艺术情绪的传达。
Designers hope to create a more immersive world through special forms, materials, structures, and lighting. Half height wall extends mirror glass, releasing lightweight blocks. The ceiling adopts bright surface coating, spliced with soft light film, combined with gray pink floor and warm light strip, reflecting a sparkling effect at the top, metaphorically conveying artistic emotions.
收银台置于边侧，规避展陈动线，在有序的分割中减少对彼此的干扰，充分尊重消费者自如挑选的空间。不同介质流动交替，通过结构、色彩、光引导人与空间互为惊喜，演练一场割裂与秩序并存的舞台。
The cash register is placed on the side to avoid the exhibition flow and reduce interference with each other in an orderly division, fully respecting the space for consumers to choose freely. Different media flow alternately, guiding people and space to surprise each other through structure, color, and light, practicing a stage where separation and order coexist.
细化的分割设计、层叠的空间比例、规整的动线秩序，皆随纵深指引，不经意切换偶然的错觉，令人忽视边界的存在感。
The refined segmentation design, layered spatial proportions, and regular flow order are all guided by depth, inadvertently switching the illusion of chance and ignoring the existence of boundaries.
团队自主创新软装设计，陈列台、单椅皆采用环保树脂材料，将空间从建筑体中解构出来，渲染更柔和的美学感官，达成与品牌之间的契合。
The team independently innovates soft decoration design, using environmentally friendly resin materials for display tables and single chairs, deconstructing the space from the building and rendering a softer aesthetic sense, achieving a fit with the brand.
REORGANIZED FRESHMEN
重组新生
人作为空间的重要组成部分，从可视、可感、可触等维度出发，触达感官、动态与情绪，去同步具象且抽象化的产品体验。设计以承重墙为中轴，搭建原木框架暗示动线分区，中心荧幕投射品牌形象，作为VIP展陈区的序引。访客从不同方向试探性地进入场内，皆能感知造物者的语言传导，赋予感官新生。
As an important component of space, humans approach sensory, dynamic, and emotional experiences from visual, perceptible, and touchable dimensions to synchronize concrete and abstract product experiences. The design takes the load-bearing wall as the central axis, builds a wooden frame to imply the flow zone, and projects the brand image on the central screen as a prelude to the VIP exhibition area. Visitors tentatively enter the venue from different directions and can perceive the language transmission of the Creator, giving them a new sensory experience.
VIP区展陈高端服饰系列与艺术品，品牌基因伴随空间感的升级得到强化。光影设计、艺术形体、情绪变化成为主导，牵引物质实体与精神存在的对话，顺其然地引导消费者参与其中，共同完成这场完整的交互体验。
The VIP area showcases high-end clothing collections and artworks, and the brand gene is strengthened with the upgrade of spatial sense. Light and shadow design, artistic form, and emotional changes become dominant, driving the dialogue between material entities and spiritual existence, guiding consumers to participate in it smoothly, and jointly completing this complete interactive experience.
