© Peter Dixie

彼得·迪克西

架构师提供的文本描述。进入上海市场的新品牌AiméP tiserie已经将旗舰店定位在淮海路的一个高架零售地带。选择的地点旁边是熟悉的咖啡和甜甜圈专营权，前面是一个城市汽车站。街对面是最近开张的购物中心，它标榜着一系列奢侈品牌。该商店的设计挑战在于如何从眼前的混乱中脱颖而出，并吸引来自邻近的绅士社区的顾客。我们的策略是把这个新来的人打扮成白色的礼物。

Text description provided by the architects. Aimé Pâtisserie, a new brand entering the Shanghai market, has positioned its flagship store in an elevated retail strip on Huai Hai Road. The chosen site is flanked by familiar coffee and donut franchises, and fronted by a city bus-stop. Across the street is the recently opened shopping mall flaunting an array of luxury brands. The design challenge of the store is to stand out from its immediate chaos and appeal to the clientele from the close-by gentrified neighborhood. Our strategy is to dress this newcomer up as a white present.

 © Peter Dixie

彼得·迪克西

Aimé礼品盒的展开体验被转化为实体商店。当我们拿起一张又一张半圆形的半透明纸来发现里面的五颜六色的金块时，就会出现分层的想法。这种开放顺序为头顶店面设计提供了形式，而由四层半透明层组成的橱窗展示吸引了路人在商店内进行探索。

The unwrapping experience of the Aimé gift box is translated into the physical store.  The idea of layering appears when we lift one semicircular translucent paper after another to discover the colourful macarons within. This opening sequence gives form to the overhead storefront design, while the window display made of four translucent layers attracts passers-by to explore inside the store.

 © Peter Dixie

彼得·迪克西

在4.5米的零售店面之外，有一个L字形的旋转布局，分为两个区域：带有酒吧座位的门厅和后面的展示柜台。前者的天花板较低，压缩了对后者的看法，但为吸引好奇的思维，它将照明的特色墙固定在框架内。每向前走一步，就会发现这座9米长的柜台，展示了金刚鹦鹉和其他物品的完美排列。

Beyond the 4.5m retail storefront lies a turning L-shape layout divided into 2 zones: the foyer with bar seating and the display counter at the back.  With a lower ceiling, the former compresses views of the latter, yet frames the illuminated feature wall to capture the curious minds. Every step forward heightens the discovery of the playful interior where the 9m long counter showcasing macarons and other goodies in perfect order.

 © Peter Dixie

彼得·迪克西

由堆叠的礼品盒组成的照明特色墙，在不同的打开状态下，将眼睛吸引到天花板上，这是异想天开的图案在继续。多功能模块化系统允许必要的墙壁展示架，以及聚光灯、扬声器和安全装置的天花板开口。

The illuminated feature wall composed of stacked gift boxes at various states of opening draws one’s eyes up to the ceiling were the whimsical pattern continues. The versatile modular system allows for necessary wall display shelves, and ceiling openings for spotlights, speakers, and security devices.

 Floor Plan

鉴于中性调色板让人联想起画廊的氛围，品牌墙的设计采用了一种艺术手法：铝带旋转并弯曲以投下书法阴影。参观这个白色礼品盒，不仅会让人喜欢甜食，也会让人赏心悦目。

In light of the neutral palette evoking a gallery ambiance, the branding wall is created with an artistic approach where aluminum bands are twirled and bent to cast calligraphic shadow.  A visit to this white gift box should be a delight to the eyes as much as to the sweet tooth.

 © Peter Dixie

彼得·迪克西

Architects LUKSTUDIO

Location Huaihai Middle Road 697 Long Unit （North Gate）, 697弄 Huaihai Middle Road, Huaihai Road Middle Section, Huangpu, China, 200000

Category Store

Design Team Christina Luk, Mavis Li, Wesley Shu, Scott Baker, Jaycee Chui

Area 63.0 sqm

Project Year 2014

Photographs Peter Dixie