项目The Playhouse是一个三层建筑的装修项目，位于日本东京青山的繁华时尚区。一层和二层容纳了多个英国时尚品牌，三层则是一家婚礼和活动策划公司指定的大厅。设计团队面临的挑战是，通过重新考虑实体零售店的现有功能，为后疫情时代的商业空间设想一个新的空间模式。
The Playhouse is a full renovation project of a three storey building located in the busy fashion district of Aoyama in Tokyo, Japan. The ground and first floor accommodate a number of British fashion brands, and the second floor houses a hall designated to a weddings and events planning company. Our team was challenged with envisioning a new spatial model of the post-COVID store by reconsidering the existing functions of brick and mortar retail.
COVID-19的大流行在很大程度上加速了我们社会的数字化进程。原本已经是一场持续的运动，却迅速表明未来的购物体验将越来越多地转移到虚拟世界中。如果往后的世界中的购买行为更倾向于在线购买，那么设计师们一定会思考，一旦实体店从过多的展示和存储空间中解放出来之后，它能提供什么。
The COVID-19 pandemic has accelerated digitalization in our societies to a remarkable degree. What was already an ongoing movement is rapidly indicating a future in which the shopping experience will be increasingly moved to the virtual world. If the act of purchasing is preferred online, we questioned what the physical shop could offer once it is liberated from excessive display and storage space.
▼动态的商业空间（Gif）
通过将整个建筑视为另一种形式的剧场，团队设计了可转换的建筑元素，使整个建筑内可以举办各种活动。其目的是将商店从传统的单纯购买商品的地方重新想象成一个可以学习、发现和体验与展示的品牌相关的文化的地方。
By considering the whole building as an alternative form of theatre, the team designed transformable architectural elements that would enable a wide range of events to take place throughout the building. The intention was to reimagine the shop from being a conventional place where one simply buys goods to a place where one could learn, discover and experience the cultures related to the brands on display.
▼将剧院空间与商业空间元素融合（Gif）
旋转墙作为不同英国时尚品牌的快闪店，他们按月租用，并通过记录的顾客数据评估产品受欢迎程度。这为企业提供了一个了解如何在日本市场发展的短期机会。此外，通过旋转功能实现的灵活性，使空间可以举办市场、时装秀和研讨会等多种项目，与商店的精神相联系。
Rotating walls act as pop-up shops for different British fashion brands, who rent them month to month and assess product popularity through recorded customer data. This provides businesses with a short term opportunity to understand how to develop their approach within the Japanese market. The flexibility that is achieved through the rotating functions additionally allow for spaces that can host a multitude of programs, such as markets, fashion shows and workshops, which connect to the spirit of the shop.
▼旋转墙体改变空间布局（Gif）
▼旋转墙体示意（Gif）
入口中庭被设计成一个带活动幕布的空间，形成一个可容纳50人的临时舞台。门厅位于一楼的中心位置，形成了一个属于商店永久品牌的产品展示区，并将客人引向二楼的主厅。大厅由几种纺织品组成，使空间的大小可以变化，以便举办不同规模的活动。
The entrance atrium is designed as a fly tower with a movable curtain that creates a temporary stage for events accommodating up to 50 people. The foyer is centrally located on the first floor, and shapes a display area for products that belong to the shop’s permanent brands, as it leads guests to the main hall on the second floor. The hall is composed of several textiles that enable the space to fluctuate in size in order to host events of differing scales.
项目挑战了传统的商店空间偏重展示与建议的空间模式，通过创造表演性空间与展示的产品共存，将各种节目融合到实体设计中，可以为未来的购物提供一个可持续的商业和文化模式。
The Playhouse challenges the conventional spatial model of shops that favours display and transaction by creating performative spaces to coexist with products on display. We envisage that the blend of programmes integrated into the physical design could provide a sustainable business and cultural model for the future of shopping.
该项目由总部位于伦敦的建筑设计事务所PAN- PROJECTS与总部位于东京的工作室HARUKI Oku Design合作完成。
The project was completed by London-based architectural design office PAN- PROJECTS, in collaboration with Tokyo-based studio Haruki Oku Design.
Project name: The Playhouse
Architecture Firms: Haruki Oku Design + PAN- PROJECTS
Website:
PAN- PROJECTS: https://pan-projects.com/
Haruki Oku Design: https://harukiokuarchitects.com/
Contact e-mail: press@pan-projects.com
Architecture Firm Instagram:
PAN- PROJECTS: https://www.instagram.com/pan_projects/
Haruki Oku Design: https://www.instagram.com/harukioku0915/
Completion Year: October, 2020
Gross Built Area: 1356m2
Project location: Tokyo, Japan (5 Chome-8-5 Minamiaoyama, Minato City, Tokyo 107-0062)
Photo credits: Kenji Seo
Photographer’s website: https://kenjiseo.com/
Photographer’s Instagram: https://www.instagram.com/seokenji/?hl=en
Photo credits: Crazy, Inc.
Photo credits: Haruki Oku Design + PAN- PROJECTS
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