五馬街aj鞋店鋪（電影院中的鞋店）

發布時間：2024-08-26閱讀(14)

導讀locianima建筑事務所為J.M.Weston品牌在GaumontAmbassade電影院設計了一家與眾不同的期間限定店，顧客可以在Gaumont的影視....

loci anima建筑事務所為J.M. Weston品牌在Gaumont Ambassade電影院設計了一家與眾不同的期間限定店，顧客可以在Gaumont的影視魔法中感受J.M. Weston的品牌魅力。動態的影像與靜止的展臺，炫耀與克制，短暫與持久，這些看似矛盾的特質通過設計被結合在一起，給人以獨特的購物體驗。

Enter the world of J.M. Weston and get swept up in the magic of the Gaumont Ambassade. loci anima， the designer of this pop-up store unlike any other， brings two French houses together. This unique shopping experience reveals the ties between the values held by J.M. Weston and a certain idea of cinema championed by Gaumont， in a staging that combines movement and freeze frames， flamboyance and restraint， that is ephemeral yet designed to last… and take the customer a long way， like Weston footwear.

▽店面外觀，連續照片吸引游客，the storefront， using chronophotograph to attract people

J.M. Weston趁Gaumont Ambassade電影院遷址之前在其中開設期間限定店并非出于偶然。這兩個法國頂尖品牌均成立于十九世紀末期，無論是在電影還是制鞋領域，二者都支持獨立的生活和自我實現，都充滿創造力地將經典和創新聯系在了一起，引領了法國潮流。這種品質不會隨時間褪色，將一直刺激新事物的誕生，這家別出心裁的期間限定店就是其中之一。

臨時店鋪位于香榭麗舍大街，從1932年起J.M. Weston歷史上的第二家店鋪就設立于此。然而隨著Jean Seberg為這里帶來了紐約先鋒風格，盡管凱旋門依舊飽負盛名，大街上的傳統店鋪卻逐漸失去了昔日的榮光。如今的香榭麗舍大街已經打開了新的歷史篇章，這里充斥著BIG、讓·努維爾等明星建筑師設計的大膽的建筑，而J.M. Weston自然不會落后。通過在這條熟悉的街道上推出前所未有的購物體驗，J.M. Weston又走在了時代前沿，也對整個環境的進行了有趣的反思。

Before the Gaumont Ambassade cinema begins a new chapter in its story， J.M. Weston is slipping into its world to offer an unprecedented experience： a pop-up store in a cinema. These two top French houses did not meet by chance： emerging towards the close of the 19th century， pioneers of French excellence – whether the cinema or unique know-how – both convey a distinct vision of creativity and elegance， combining great classics and brand new creations， a timeless feel and contemporary in fluences， to bring cult creations to birth. Like Gaumont， J.M. Weston has forged its independence based on the desire to accompany the freest journeys and bolster the paths of a singular life， those that lead to a highly distinguished form of self-fulfilment.

With this side step， J.M. Weston is showcasing a curious introspection on an avenue that since 1932 has played home to its second historic address， and whose Arc de Triomphe still adorns its logo today. However， the years have passed on the Champs-élysées， which – since Jean Seberg strolled along it with her New York Herald Tribune – had lost the cultural shine of the “Bande du Drugstore” mods. This chapter now seems？to be closed： the Champs-Elysées is buzzing with creativity with bold projects designed by top star architects from BIG to Jean Nouvel. J.M. Weston is thus keeping one step ahead (as is famously its wont) and offering this unprecedented shopping experience on an avenue it knows well.

▽平面圖，影院被改成了鞋店，plan showing that a cinema is changed into a shoe store

為了向連續攝影之父Jules-Etienne Marey致敬，商店以24幀每秒拍攝穿著J.M. Weston皮鞋走過的模特，并將照片連在一起作為店頭，吸引街上行人的目光。店內用原創短片向顧客介紹鞋的制作過程，并且用影視墻展示了品牌的歷史。電影院的整個前廳都被改造成了展區，J.M. Weston的主要設計產品被展示在品牌自制的航空箱中，地板和墻面均使用淺栗色木材，突出了展品的品質。這次展覽是一場面向未來的旅程，品牌將會一直前行。

In a nod to Jules-Etienne Marey， who invented chronophotography in 1891， the very year when the Limoges brand was founded， the store attracts the eye of passers-by with 24 images/second deconstructing the step of a figure wearing J.M. Weston loafers. They are captured by an original short film on the creation of the shoe and a video wall representing the house’s know-how. In the hallway， they discover J.M. Weston’s key designs (shoes， large and small leather goods， accessories) presented in J.M. Weston-branded flight cases： they are at once an evocation of travel， a concrete way of emphasizing the exhibition’s future roving itinerary and an illustration of the house’s attitude. The sweet chestnut wood on the floor seems to take over the walls： the setting is organic， devoted to fine and authentic materials； the entire front of the former cinema has been transformed into an exhibition space.

▽入口處的展區，展品被展示在航空箱中，the exhibition area at the entrance， designs are displayed in flight case

▽沿影院前廳布置的展品，exhibition in the front of the cinema

顧客可以沿主樓梯上到被改造成試穿間的放映廳。商品是這里的主角，它們沐浴在燈光下，黃銅制成的銘牌上顯示著商品的信息，孕育出了一種電影般的氣氛。J.M. Weston為這次合作特別設計的紅色Garmont皮鞋是這里的焦點，展現了兩個品牌之間的熱烈碰撞。

顧客在這里扮演重要角色，店鋪的氛圍親密而舒適，人們可以如同在電影俱樂部中一般試穿各類商品，仿佛自己是一個演員。收銀設置在舞臺上，店員將根據不同顧客的要求將鞋子處理好。店內另設有單獨的房間處理特殊需求，這種貼心的個性化服務是J.M. Weston久負盛譽的傳統之一。

The visitor then takes the main staircase？to discover a large room transformed into ？a fitting room at the top of the stairs. The designs are the stars here： lit by a shower？of light and identified with a brass plaque bearing their name， they are bathed in a cinematographic aura. The star among stars， the red Gaumont loafer specially produced by J.M. Weston celebrates this rapport with Gaumont and falls within the tradition of a passionate encounter， as we have seen previously with Frank Gehry， Martin Szekely and Kris van Assche.

Customers， who have played an active role in creating the legend， try on their designs in a cinema in the style of a film club， true to the intimate and generous atmosphere of？J.M. Weston stores. And the purchase is completed on the stage， once the shoes have been re-waxed and prepared as is the custom. The special orders service is presented in a separate room， conducive to the tradition of advice for which the house is renowned.

▽樓梯上方試穿間，原為影院的放映廳，fitting room at the top of the main stair where was originally the theater

建筑師研究了品牌的特性，設計了一系列展現品牌歷史和聲望的裝置。這個空間超越了時空，真實與虛幻在這里被結合在一起，向顧客講述著他們將來會穿著Weston的皮鞋向別人講述的故事。品牌秉承克制節儉的傳統，展示用的航空箱造價合理，可以重復利用。所有的室內裝飾都為量身定做，成為了展示品牌的最佳舞臺。

The architect Fran？oise Raynaud and her loci anima band are taking over the Gaumont on the Champs-élysées.？The agency has taken a close look at J.M. Weston’s codes and put forward a revelatory installation， sensitive to the brand’s history and its time-honoured codes. It offers the visitor a space outside of time， in which authenticity and extravagance combine， where you can hear the whisper of the story that you tell yourself and others when you walk towards your destiny wearing a pair of Westons. True to？its insistence on restraint， the agency has come up with a perfectly durable installation with intense effects despite a frugal economy： the flight cases presenting the collections will be used to transport this exhibition to the next destinations， the furnishings and configuration of the cinema becoming one with the staging design in a tailor-made approach of which the shoemaker is fond.

▽鞋子為主角，展現品牌特性，the shoes are the stars， showing the quality of the brand