泰国宝格丽专卖店立面设计

公司：	MVRDV	类型：	景观
地区：	泰国	标签：	商业空间

曼谷现在有一家宝格丽旗舰店，其外立面由MVRDV设计。该项目位于IconSiam百货公司——亚洲最大的商场之一，是MVRDV为该奢侈品牌设计的一系列外立面中的第二家，继2018年在吉隆坡开业的一家店之后。曼谷店去年开业时举办了一场壮观的派对，现在泰国的隔离措施已经放宽，游客们又可以尽情购物了。

Bangkok now has a Bvlgari flagship store with a façade designed by MVRDV. Located in the IconSiam department store – one of the largest malls in Asia – the project is the second in a series of façades designed by MVRDV for the luxury brand, following a store in Kuala Lumpur that opened in 2018. The Bangkok store opened last year with a spectacular party and, now that corona measures in Thailand have been relaxed, visitors can shop again to their heart's content.

MVRDV的任务是重新思考宝格丽新店的外立面设计，为其经典形象增添现代感。一个多世纪以来，这个意大利品牌一直代表着魅力和创造力，其灵感来自罗马艺术的永恒之美。以这一传统为出发点，MVRDV的设计灵感来自于宝格丽在罗马的第一家店面，自1905年起就位于Via dei Condotti的门廊和独特的门楣。

MVRDV was tasked with rethinking the façade designs for new Bvlgari stores, adding a contemporary touch to their classic image. The Italian brand has stood for glamour and creativity for more than a century, inspired by the timeless beauty of Roman art. Taking this heritage as a starting point, MVRDV’s designs took inspiration from the portals and distinctive cornices on Bvlgari’s very first store in Rome, located on Via dei Condotti since 1905.

这种突起的形式成为MVRDV的主题，成为宝格丽所有门面的共同主题，并以不同的组合方式呈现，让MVRDV可以尝试不对称的图案和创新的材料。

The form of this cornice became the motif that MVRDV developed as a common thread across the Bvlgari façades, deployed in a variety of combinations that allowed MVRDV to experiment with asymmetric patterns and innovative materials.

在IconSiam店中，优雅是决定性的特征，即使在商场高端区域的其他奢侈品牌中也能脱颖而出。突起图案的立面用黄铜与不同类型的玻璃结合完成，呈现出金色的效果，为登上商场扶梯的游客创造了一个醒目的印象，扶梯的尽头直接是宝格丽商店的前面。

In the IconSiam store, elegance is the defining feature, standing out even among the other luxury brands in a high-end area of the mall. The cornice pattern façade is completed in brass combined with different types of glass, giving a golden effect and creating a striking impression for visitors ascending the mall’s escalators, which end directly in front of the Bvlgari store.

这些玻璃窗的颜色和透明度各不相同，根据其背后的功能而量身定做：在底层，透明玻璃形成了商店橱窗，而在上面两层，不透明的玻璃窗则被战略性地放置在顶层的贵宾休息室，以保证游客的隐私。在每个橱窗周围，微妙的灯光突出了店内的产品和宝格丽标志性的红花色背景。

The windows have varying colours and degrees of transparency, tailored to the functions behind them: at the ground floor, transparent glass creates shop windows, while on the two levels above opaque windows are strategically placed to allow visitors to the top-floor VIP lounge their privacy. Surrounding each window, subtle lighting highlights the store’s products and the backgrounds in Bvlgari’s signature saffron colour.

MVRDV创始合伙人Jacob van Rijs表示："通过这一设计，我们将罗马的生活热情带到了曼谷"。"我们同时在为多家宝格丽门店工作，始终确保使用高品质的材料，如天然石材、有色玻璃、铜和黄金作为基础。虽然所有的设计都会因地制宜，但每家店都会有鲜明的宝格丽特色。"

“With this design, we bring a Roman zest for life to Bangkok”, says MVRDV founding partner Jacob van Rijs. “We are working on several Bvlgari stores simultaneously, always making sure that we use high-quality materials such as natural stone, tinted glass, copper, and gold as a basis. Though all the designs will be unique to their location, each will have a distinct Bvlgari signature.”

2018年，第一家Bvlgari旗舰店在吉隆坡开业，其立面由MVRDV设计。该设计使用了一种独特的材料:由金色透明树脂纹理交叉的混凝土。这种材料呈现出大理石的外观，纹理在夜晚点亮，提供了一种完全不同的外观。在同一年的早些时候，在Salone del Mobile上，MVRDV为Bvlgari设计了一个装置，将众所周知的“蛇形”尺度主题转化为拱形的镜子房间。

The first Bvlgari flagship store with an MVRDV-designed façade opened in Kuala Lumpur in 2018. This design used a unique material: concrete crossed by gold-coloured transparent resin veins. This material gives the appearance of marble, with the veins lighting up at night to provide a radically different look. Earlier in the same year, during the Salone del Mobile, MVRDV presented an installation for Bvlgari which translated the well-known ‘Serpenti’ scale motif into a vaulted mirrored room.