Issuu on Google+

Fashion Display Design服装陈列设计

FASHION

Fashion Display Design 服装陈列设计 杜丙旭 编

DISPLAY DESIGN

辽宁 科学技术 出版社

辽宁科学技术出版社

李 婵 译


Fashion Display Design 服装陈列设计 杜丙旭

李 婵

辽宁科学技术出版社


CONTENTS目录 001

Preface 前言

003

Apparel Display Design 陈列方式设计

004

Hanging 挂式陈列

059

Mannequin 人模陈列

083

Folding 叠放陈列

105

Combinations 陈列组合

145

Creating An Ambience 陈列氛围营造

146

Colour 色彩

165

Lighting 照明

183

Tools 陈列道具

203

Showcase design 橱窗设计

233

Leisure/Service area design 休闲服务区设计

252

Index 索引


001/002

PREFACE 前言 Among the four basic necessities of life – food, clothing, housing and transportation, clothing is an essential part in our life. In the development of human society, garment has been playing an important role, symbolising the progression of human beings from ignorance to civilisation. Therefore, garment, as a special product, is not only commercial, but also – and more importantly – indicates a civilisation, an art, and an attitude towards living. What people expect from garment and how they would choose their clothes depend, on the one hand, on the design and style of garment itself, on the trends and brands with their values; on the other hand, what is getting more and more important is the way to display these charming styles, the brands and their cultures. Display design originates from the early period of the development of trade in Europe. It is a cross-disciplinary domain, relating to psychology, visual art, marketing, etc., a creative combination of the visual and the spatial. Through display design, a space becomes an environment for different kinds of display, unfolding the products before customers’ eyes, logically and purposefully as scheduled. Such design aims at influencing customers’ perception and thus their corresponding action – buying. In this way, the product’s value is shown and its identity strengthened. Apparel display is different from other display designs for it involves more elements.

“衣食住行”是人们生活的基本需求,其中“衣”(即服装)是人们生活中的 首要必需品。服装在人类社会的进步过程中扮演着重要的、标志性的角色,也 是人类摆脱愚昧走入文明的标志。因此,服装作为一种特殊的产品,不仅仅具 有商品的属性,更表达了一种文明、一种艺术、一种生活态度。人们对于服装 的选择和期待,一方面取决于服装本身的款式设计、流行趋势以及品牌所蕴含 的内在价值,此外更重要的方面在于服装的款式、魅力以及品牌文化怎样以恰 当的陈列设计将其淋漓尽致地展现出来。 陈列设计起源于欧洲商业发展的早期,它涵盖了心理学、视觉艺术和营销学等 多门学科的内容,是一门视觉与空间相结合的创造性的综合艺术。通过陈列设 计展示空间环境,有计划、有目的、合乎逻辑地将商品展现给顾客并力求对顾 客的心理及行为产生相应的影响,从而体现商品的价值,提升品牌的形象。 与其他商品的陈列设计不同,服装陈列需要考虑更多的因素。

Clothes are a product that we wear on our bodies; thus comes the requirement for hanging or by mannequin for their display, in order to achieve the effect as if they were really on people’s bodies. Hanging display includes two types: by front and by side. Hanging by front is most commonly seen in stores because in this way, the front view of the clothes would be shown to customers, who would be able to get an overall view of it first, and then to learn its style and detail design. All in all, hanging by front is a way to enhance visual effect. Hanging by side is, generally speaking, more often used when several pieces of clothes are put together. In this way, it would be convenient for customers to reach their hands at them. Meanwhile, the amount of apparel on display would be bigger. To some extent, it is a way to store the apparel. Mannequins are usually adopted nowadays to help displaying a style and creating an identity for a brand. Mannequins could effectively demonstrate the overall effect of matching several pieces of clothes, the three-dimensional, the “real” effect of wearing clothes. Besides, mannequins are more and more used to indicate fashion trends in different seasons, revealing the utmost new products of brands.

In practice, a single way of display can hardly create a satisfying effect. Hence, usually we would combine different ways of apparel display. The combination can be various. What we see most frequently is the combination of hanging and folding, and at the same time, some highlighted pieces would be put on the mannequins. Thanks to the various combination options, we could arrange them according to particular needs, with a kind of “hierarchy” – “primary” and “secondary” clothes in different ways of display; and also we could effectively show customers the effect of matching different clothes, which is helpful to a possible buying action and thus more profits. Creating an ambience is a key for apparel display because it directly influences customers’ visual and psychological experience. An appropriate ambience would not only show the content of the display, but also – and more importantly – create a taste and style for the display, so as to attract customers’ attention and to evoke an emotional response. An ambience could be created with colours, lighting and tools to reach an expected effect.

Apart from hanging and mannequins, folding is also a frequently-used way of apparel display. T-shirts, jeans and sweaters are usually displayed in such a way. Compared with other ways of display, folding is more of a storing function. Moreover, folding is particularly suitable for displaying certain features of clothes by highlighting particular details. 服装是穿在人身上的商品,这就要求在陈列的方式上需要采取挂式陈列或人模 陈列的陈列方式才能够模拟出服装穿在人们身上的真实效果。挂式陈列包括正 面悬挂和侧面悬挂陈列两种形式。正面悬挂是常见的陈列方式,将服装的正面 整体展示给顾客,使得顾客能够在正面观察到服装的整体效果,进而了解服装 的款式特点。这种陈列方式的视觉效果比较突出。侧面悬挂一般出现在多件服 装组合悬挂的实际应用中。其特点是方便客人拿取,同时可以保证较大的展示 和存放量,具有一部分储存货物的作用。人模陈列又称模特陈列,在塑造品牌 形象,体现服装风格时被经常用到。人模陈列能够显示服装的整体搭配效果, 展现服装的立体造型和真实效果,反映当季的时尚流行以及品牌的最新产品信 息。 除了挂式陈列和人模陈列之外,文化衫、牛仔裤、毛衫等非正装和休闲服装的 陈列通常采取叠放的方式。相对于其他陈列方式,叠放陈列的储藏功能更加突 出。此外,这种陈列方式也符合特殊服装的特殊的展示要求,能够展示服装局 部特色。

在实际的服装陈列设计中,采用单一的陈列方式很难达到最佳效果,因此通 常要采取陈列组合的方式来展示服装。陈列组合有多种方式,一般采取挂式 与叠放陈列相结合为陈列的主体形式,再辅以模特陈列。不同陈列方式的组 合,既可以按需陈列,从而有主次地展示不同品种和档次的服装,也可以体 现服装的组合搭配效果,进而增加顾客的购买率以获取最大的利润。 陈列氛围的营造是服装陈列设计的重点,它直接影响到顾客对于陈列空间的 视觉和心理感受。恰当的空间氛围不仅要突出服装陈列的内容,更重要的是 要渲染一种陈列的品味与格调,使陈列空间不仅能够吸引顾客的注意力,而 且能够唤起人们情感上的共鸣。氛围的营造通常要采用色彩、照明以及陈列 道具等手段来达到预期的效果。

Window display design, as the most effective way of advertising a brand, plays an important role in apparel display. A successful window display design would achieve the purpose of expressing a brand culture and its style, catching customers’ eyes, and “persuading” them to buy. In window display design, we usually combine different elements, such as tools, lighting and colours, to create certain effects in the space, so as to correspond to particular ways of life that customers would be longing for. Clothes become an indicator of the quality of life. Besides, the leisure/service area is also an important part in apparel display. In this area customers would have a rest and try the clothes they like. Here the seller might have a casual meeting with his/her VIP clients. Therefore, the key for the design of the leisure/service area involves not only providing a space to feel comfortable and relaxed, but also leaving a nice impression for customers. This book talks about the art of apparel display from these aspects: ways of apparel display design, how to create an ambience, window display design and leisure/service area design. The currently most popular apparel design projects are collected here with an abundance of pictures, from which readers would have a fresh and new experience!

橱窗的设计在服装陈列设计中起着举足轻重的作用,是展示服装品牌形象的最 有效手段。成功的橱窗设计能够达到展现品牌文化、风格,明确商品的销售属 性等效果,并由此吸引顾客的目光引起购买欲望等作用。在橱窗的设计中,通 常要结合道具、灯光、色彩等设计元素来创造特定的空间效果和场景,进而与 顾客所向往的某种生活方式的情绪相呼应,使顾客对于服装的渴望上升到精神 层面。 此外,休闲服务区的设计也是服装陈列设计的重要一环。这一区域是为顾客提 供歇脚、试穿或与重要客户洽谈的场所,因此这一区域的设计除了能够让顾客 感觉到舒适、放松之外,还要考虑到如何能够为顾客留下深刻的印象。 本书分别从陈列方式设计、陈列氛围营造、橱窗设计以及休闲服务区设计等方 面来论述服装陈列设计的艺术,以大量精美的图片来向读者展示目前最流行的 服装陈列设计。相信通过本书的阅读能够给读者耳目一新的感觉。


003/004

APPAREL DISPLAY DESIGN 陈列方式设计

In this part, we will talk about the main content of apparel display design; that is, the ways of display. The primary function of apparel display is to attract customers and to provoke their desire to buy, for the ultimate purpose of making more profit. This fundamental function requires that in the process of apparel display design, on the one hand, we should appropriately highlight the features of the clothes and their brand cultures; on the other hand, we should take into account the ambiences that would be created with different ways of apparel display – a comfortable atmosphere and a beautiful space. If you just show customers the apparel, indicating only the materials and the prices, you could hardly make the customers buy. On the contrary, if you adopt a suitable way of apparel display, customers would be more likely to buy and consequently you would make your profits. Then, the key point is how to adopt a suitable way, to make customers visually enjoy the styles of the clothes, and emotionally experience their brand cultures, so as to produce an impulse to buy! Generally speaking, apparel display can be conducted in the following ways: hanging, mannequins and folding. Any single way of them would not be likely to produce the perfect display effect. Therefore, we need to combine different ways. So we come to display combination. 陈列方式设计是服装陈列的主要内容,服装陈列的主要作用是吸引顾客、激发顾客的购 买欲望,以实现获取利润的目的。这一特点要求在陈列方式的设计过程中,一方面要恰 当地展现服装的特点以突出服装品牌的文化内涵,另一方面要考虑由陈列方式设计而营 造的舒适氛围以及空间环境的美感,使顾客既能够将关注的焦点集中在陈列的商品上又 能够被店面空间优美的环境所吸引。与之相反,只是简单地将服装的款式、材质、价格 等自身价值原封不动地展现给顾客,而不重视陈列方式的设计,是很难打动顾客,起到 良好的销售效果的。如何采取适当的陈列方式展现商品,使顾客能够在视觉上感受到商 品的款式,在心理上体验商品的文化内涵,从而产生购买的冲动,是陈列方式设计的关 键所在。 陈列方式设计通常包括挂式陈列、人模陈列和叠放陈列。而任何一种陈列方式如果单一 存在都无法全面地展现服装陈列的最佳效果,因此需要将不同的陈列方式相结合,这就 是陈列组合。

Hanging 挂式陈列 Hanging is the most commonly seen way of apparel display. By hanging, the features of the apparel would be directly shown to customers. We have two categories of hanging – group hanging and single hanging. The former means to hang clothestogether, one by one on the rack. This is an economical way in the sense of saving space, and also a convenient way for customers to choose the clothes they like. The latter is to hang a piece of clothes singly, on tools like coat hanger, half-height dress stand, etc. Single hanging is characterised by its three-dimensional displaying effect. In this way, customers would easily find the special details in the design. Usually and reasonably, single hanging is adopted for specially recommended clothes. Usually hanging is adopted for clothes of the latest styles. Trendy and fresh, they would be more likely to attract customers’ attention. In addition, we should particularly notice the colour palette. More often than not, brightlycoloured trendy styles hung would be most effectively eye-catching. Traditionally, we would hang clothes on the walls of the store all around. Nowadays, however, an increasingly popular way is “central hanging”. We find more and more peculiarly-designed central “islands” located in stores. Hanging on these central islands would seem more prominent.

在陈列方式设计中,挂式陈列是常用的方式之一,通过悬挂的方式能够将服装的 特点直观地展示给顾客。挂式陈列包括集中悬挂和单独悬挂两种陈列方式,集中 悬挂是将服装一件挨一件地集中挂在同一个展示架上,其特点是能够节约空间, 同时也为顾客的挑选提供方便。单独陈列是指通过单独的衣挂、半身的人体模型 等道具将服装单独悬挂,其特点是能够将服饰立体展示给顾客,使其可以很轻易 地就能够找寻到该服装设计的独特之处。在服装陈列中通常将重点推荐的服装采 用单独悬挂的陈列方式来展示。 对于服装的选择,通常将最新推出的款式服装以悬挂的方式陈列出来,以“新 潮”、构思精巧等特点来获取顾客更多的关注。此外,对于服装的色彩方面也需 要格外的用心,往往色彩鲜艳、款式新颖的服装通过挂式陈列,能够引起更多的 顾客的注意。 传统意义上的挂式陈列,在空间中所处的位置通常以店面四周为主,借助墙面等 介质作为展示的主要手段。而在当前的实际应用当中,很多设计都会在店面的中 心位置开辟一些设计感强烈的、独特的挂式陈列“岛”,使其发挥的作用更加突 出和明显。


005/006

A common way of apparel display is to keep a central area with specially-designed tools. In this way the clothes in the central position of the store would be most likely to catch our attention. Apart from central display area, clothes could be hung on all sides of the store. They are not hung randomly, of course; you could emphasise certain points while maintaining a consistent atmosphere. Furthermore, you could show both the high quality and a modern air at the same time. 在中心的位置开辟集中陈列的区域,通过设计巧妙的陈列道具 将服装一件件挂在空间最显眼的位置,赚足了人们的目光。 除了集中展示区域之外,在空间的四周等通过巧妙的设计将服 装恰当地陈列出来,整体设计既突出重点又落落大方,既现代 感十足,又能够显示出服装的高品位、高档次。


007/008

Hanging is a way of apparel display which could make you experience as if you are trying a jacket, for example, when actually you are only watching it. Therefore, we often see brightly-coloured clothes with newly-designed styles hung. Customers would be most likely to be attracted and thus most likely to buy! 通过挂式陈列可以使人们在没有试穿的情况下也能够感 受到服装的魅力。因此在服装陈列设计过程中通常会将 色彩艳丽、款式新颖的服装采取挂式陈列,在吸引顾客 的同时也能够激起顾客的购买欲望。


009/010

Specially-designed stands could be placed around a store, for apparel display, and also function as partitions for the space. Here the winding, glossy, steel stands are particularly arranged, contributing to the atmosphere of the space. In the picture, a piece of costume is singly hung on the steel stand. In this way, customers would be attracted by the features of the coat; meanwhile, they would feel as if a graceful lady was standing there welcoming them in. 在空间的四周设置一些设计独特的展示架,既是空间的隔断,又 是服装展示的主要载体,弯曲的、光泽的钢制结构,紧密地、有 秩序地排列,使得展示架自身又能为空间增色不少。 图片将主打的一款女士上衣单独悬挂于钢制展示架上,既能够体 现该款服装的特点引起顾客的注意,同时又能够使顾客感觉到仿 佛有一位落落大方的女士站在此处欢迎每位光临的顾客,给人以 亲切之感。


011/012


In hanging display, how to fully demonstrate the features of the clothes should be a key point to consider. Besides, the design for the stand is also very important. In the picture above, for example, we feel as if the clothes are hung in wardrobes, feeling comfortable and intimate. In this way, customers are familiarised, and would be more willing to buy. In the picture on the right, the racks are designed as branches of a tree. It appears quite special to hang clothes on the branches. Customers would be attracted on the first sight, and would be likely to spare more time looking at the clothes. 在挂式陈列的设计当中,如何展示服装的特点是需要考虑的重点,此外,对于展示架的设计也是重要的方面。 如上图所示的服装陈列,给人的感觉就好像将服装悬挂于衣柜当中,既大方又亲切,自然而然地拉近了顾客的 心理距离,从而让顾客产生购买的欲望。 右图所示的是将展示架设计成树干的造型,再将服装悬挂其上,新颖而又独特,给人以耳目一新的感受,进而 能够更加仔细地去欣赏。


015/016

Here we have a new way of hanging display. Instead of using complicated display tools, here they just hang the clothes in the simplest way. Without perplexing designs for the tools, the feathers of the clothes on display would be more emphasised. 这个服装陈列向我们展示的是又一种挂式陈列的方式。抛弃了对于展示 载体繁杂的设计,采取简单的悬挂形式,简约中凸显干练,同时也能够 更加突出服装所示的主题内容,使得空间免于因设计过于复杂而令人眼 花缭乱。


017/018

Sometimes simplicity is the theme of a display. For example, in the picture, a few pieces of clothes are hung. In this way, customers would put more emphasis on the clothes on display. Besides, for the customers, there would be a sense of dignity. Such display is particularly welcome for customers of the upper class who search for a dignified way of buying. 在有些项目的设计中更加突出简约的主题。在偌大的空间中只稀稀落落地悬挂几 件服装,然而这样的陈列相对于其他陈列方式而言却更能够引起顾客的重视,使 顾客很自然地会从心里产生一种庄重的购买心理。如此设计更容易满足那些上层 社会尊贵顾客的购买需求。


019/020

This store is specialised for underwear and women’s pajamas. Its way of display is also special. The colour palette is black. With the dim lighting, the pajamas would feel more graceful and charming. Besides, pajamas of different styles are displayed in different areas, each particularly designed. Thus the specialty for woman is highlighted. 这是一家以出售内衣及女士睡衣为主的服装商店。对于陈列方式 的设计别具特色。空间的色调采取黑色,在朦胧的灯光映衬下, 更凸显睡衣在夜晚朦胧、妩媚的特色。此外,将不同款式的女士 服装悬挂在设计独特的展示区域,更能突显服装之外的女性的柔 美和风情。


021/022

Usually men’s apparel display would feel a sort of solemn sense. In the space in the picture, men’s clothes are hung one by one, showing each whole piece to customers, for whom it would be more convenient to judge whether it suits. The design for such a display is not exquisite, but this is just suitable for men, who won’t stand on trifles. 对于男士服装的陈列,通常都以庄重为主要考虑因素。在这个空间的设计中, 将男士服装采取挂式陈列的方式显示给顾客,进而能够给人以整体上的感受, 进而判断是否适合购买。整体设计并非十分别致,这也正符合了男士豪放、不 拘小节的特点。


023/024

Even for the same brand, for women’s clothes, the display would be designed more exquisite. Though displayed in the same way – hanging, women’s clothes are more likely to create an elegant atmosphere. In addition, various decorations are often adopted. Customers would be more eager to buy! 同样的服装品牌商店,女士服装的陈列设计比男士服装要细心、讲究的多。虽然 采取的都是挂式陈列,然而就悬挂的效果而言,女性服装更加能够表现出美感, 再配以其他的装饰性设计,更加能够引起顾客的购买心理。

As shown in the picture, the costumes are hung on the two sides. With the illumination and the overall ambience, the exquisite details for the design of these clothes are highlighted. 如图片中所展示的,将女士服装分挂于两侧,配合灯光、整体氛围的设计,更加 巧妙地突出女性服装设计的特别之处。


025/026


027/028

In this narrow space, the hanging display, if designed inappropriate, would make customers feel crowded, and would consequently influence their buying potential. The winding steel pipes are adopted as displaying tools. The particularlydesigned pipes would make customers feel novel in a visual sense. Hence their desire to buy would be stronger. 在狭长的空间中采用挂式陈列,如果设计不当会使顾客 产生一种拥挤的感觉,会严重影响到顾客的购买心理。 采用弯曲的钢管作为陈列的展示介质,设计别致,同时 也能够给顾客带来新奇的视觉感受,进而增强顾客对于 服装的购买欲望。


029/030

In the display in the picture, the pieces of clothes hung could be seen as decorations for the vast space. In reverse, the atmosphere of the space, with delicate lighting design, highlighted the few clothes hung, with a bit of mysterious sense.

In the picture, several glass tables are put to match the dark colour palette of the space. Under the feint lighting, the space feels cool. That’s just the desired atmosphere for the display. A few pieces of costume are hung, making customers enjoy a dignified, detached, and cool ambience.

在这个陈列设计当中,通过挂式陈列将服装作为空间展示的主要内容。在偌大 的空间中,通过灯光以及整体空间的设计,将稀稀落落的几件服装渲染的尤为 高贵,也略感神秘的气息。

在空间的空闲位置摆放几只玻璃台面,配合整体空间黑色调子,在淡淡的灯光 映衬下,为空间增添一丝淡淡的冷酷,进而为服装陈列渲染出浓厚的空间气氛 和情调。通过挂式陈列,将几件女士服装展示给顾客,突显高贵、冷漠、淡然 的气息。


031/032

In some display designs, decorations or ambiences in the space are not particularly highlighted. Instead, pieces of clothes are just simply hung there. Surprisingly it also leaves a good impression for customers. 在某些陈列设计中,并没有太多的强调对于空间装饰的设计和空间效果的渲 染,只是单纯地通过挂式陈列,同样能够将服装在顾客的心中留下深刻的印 象。


033/034

In this hanging display in the picture, each piece of clothes is hung in a different area, thus giving each one enough space for showing that every piece here is chosen after careful selection. Customers would believe that they are esteemed as dignified VIPs, and would have a sense of superiority. In this store, the process of selecting clothes is an enjoyment itself. 在这个挂式陈列的设计中,将服装一件件分别挂在不同的陈列区,使得 每一件服装都能够有充分的展示空间,进而表现出每一件服装都是经过 精挑细选的精品,使顾客在选择服装的同时能够感受到被充分的尊重, 并由此而产生出强烈的优越感——挑选服装的本身即是一种心理享受的 过程。


035/036

The display in the picture is quite different. The walls are designed for hanging clothes, with hollowed spaces as big wardrobes. Customers would feel as if they are selecting clothes in their own homes. Meanwhile, the strong colour contrast between the display areas and the walls, between black and white (black wall with white display area, or white wall with black display area) is effective in highlighting the clothes on display. The hanging pieces become the focal points in the space. 这个陈列设计别具一格,将服装的展示区域设计在墙内,将墙面设计 若干凹进的空间,就仿佛是一个个大衣柜,在这样的店面设计中给人 感觉好像是在自己家的衣柜中挑选衣服。同时将展示区域的色彩与墙 面的色彩形成强烈的反差,墙面黑色则展示区域设计成白色,墙面白 色则展示区为黑色,这样鲜明的色彩对比自然将展示区突出,由此使 悬挂于其中的服装成为瞩目的焦点所在。


037/038

In this case, we see another way of hanging display, which helps create a simple and unadorned atmosphere. The mottled walls and floors, the obsolete tables… It seems as if apart from the hanging clothes, everything is kept from last century. In such a space, customers would naturally become nostalgic. Meanwhile, they would feel the impact of modern garment. The strong contrast would leave a profound impression for them. 这个案例向我们展示了挂式陈列的又一种设计方式,将整体空间渲染出质朴的气息,斑驳的墙 面、地板以及陈旧的桌子,整个空间中除了服装之外的一切仿佛都是从上个世纪遗留下来的。 在这样的空间中,将服装采取挂式陈列在旧的记忆当中,能够使人感觉到丝丝怀旧的心理,于 此同时又能够感受到现代潮流的冲击,强烈的反差能够使得顾客在心理上产生深刻的印象。


039/040

In this space, disordered drainage pipelines are adopted as the background for the display. In certain appropriate positions, pieces of clothes are directly hung on the pipes. On the first sight, we would feel incredible – it’s really creative to combine apparel display and pipelines together. Such way of hanging clothes is quite eyecatching. Customers would be lured in to have a careful look. 在这个空间当中,将横七竖八的、交错的下水管道作为服装展示的背 景。在几处恰当的位置索性将服装直接悬挂在管子之上,咋一看会给人 感觉不可思议,将下水管与服装陈列联系在一起不能不说别出心裁,通 过这样的设计将服装悬挂于空间,更加能够吸引顾客的目光并最终决定 进入店来探个究竟。


041/042


043/044

In this store, net-stands separate the space into several areas, each rounded with golden net-stands into a circle. It feels that each area is a separate display; meanwhile, all areas are connected to make up the whole store. Such a special design would make customers feel fresh and new. 在这个项目中用网状的架子将整体空间分割成若干个小区域,每个区域都由金色的网架围合成 圆形,将服装悬挂在其中,给人感觉仿佛每个小区域都是单独的一个展示空间,互不影响,同 时作为整体空间的一部分,又互相联系。设计别具特色,能够给人一种新鲜的感觉。


045/046

In this design, clothes are hung to fully display their styles and characteristics. Besides, the way of display is specially designed. Shown in the picture on this page is a store decorated with disordered branches, with the dim illumination highlighting the theme of the space – the clothes. In the picture on the right, the clothes are hung on the “display nets”, which are both partitions for the space and displaying tools for the clothes. The nets are in accordance with the atmosphere of simplicity, forming a unique display style for the space. 在这个空间的设计中,通过挂式陈列将服装的款式、特点直观地展现给顾客,同时对其陈列的方式做进一步设计。 在本页图片中展示的是通过一些凌乱的树枝的装饰以及对灯光照片的渲染,进而将服装突出,使其成为空间的主题。右图 中将服装挂在展示网上,既可以作为空间的隔断,同时也是自然的展示平台,与空间整体简洁明快的气氛相互呼应,形成 空间独特的展示风格。


047/048

The project in this picture shows us the application of steel pipes in apparel display. The steel pipes are used as tools for hanging display. In this way, the clothes hung are not only the content of the display, but also serve as a kind of decoration for the space, unconsciously adding certain characteristics for the store. 这个项目向我们展示了钢管在服装陈列设计中的应用。空间采用挂式 陈列的方式,以钢管作为悬挂的主要载体,将服装悬挂于钢管上,随 着钢管的自然弯曲忽高忽低,使得服装陈列不仅仅是展示的主题,而 且也成为了空间的装饰而存在,有意无意之中为空间增添了很多特 色。


049/050

In this project, the store is designed to be a circular space, on the ceiling of which, a giant round dome light is set, as if it were a skylight, making the space seem more bright. Correspondingly, on the floor, a round showcase is put, with wooden stools around for customers to have a rest. Clothes are hung on the steel pipes around the walls. Naturally a semi-circle display area is formed, consistent with the style of the whole space.

The arc steel pipes are adopted here as the tool of hanging display. Clothes are hung on different positions of the tops of the arcs. Facing different directions, the pipes filled the space. Customers would naturally go between the clothes hung on both sides, feeling as if they have entered a forest of clothes, in which they would be more likely to linger on for more time.

在这个项目里,将空间设计成一个圆形的区域,与空间相对应的是在头顶设计一盏巨大的圆形的顶 灯,仿佛是一扇巨大的天窗使得空间显得更加通透,与之相对应的地面设计一个圆形的展示台,展 示台的外围是供顾客歇脚的木凳。将服装悬挂在围墙而设的钢管之上,很自然地也形成一个半圆形 的展示区域,进而与整个空间相呼应。

用弧���的钢管作为服装陈列的主要载体,将服装悬挂在弧顶的不同位置,根据钢管的不同朝向, 很自然地填满了空间的主要位置,人们在选择服装的时候会自然而然地穿梭于服装之间,进而会 感觉好想进入了一个衣服的展示“森林”,惊喜之中也会产生流连忘返之情。


051/052


053/054

In a comparatively big store, hanging display could also produce a strong visual effect. Besides, when clothes are hung closely one by one, more space would be saved. Thus the space would feel wide and open.

In the broad space, two display stands are set on the two sides. Women’s clothes and men’s clothes are hung on different sides, while in between is the area for customers to take a rest.

In the picture is a space for men’s apparel display. Clothes with different styles are hung together, making customers feel a kind of “difference in good order”, thus attracting them.

Men’s clothes seem even and regular, while women’s are quite varied – there are both small T-shirts and longuettes. The displays on the two sides brought out a strong contrast, meeting different needs for different customers.

在相对较大的空间中,采用挂式陈列同样能够产生强烈的视觉效果,尤其是将服装一件挨一件地 集中挂在一起,能够节约更大的空间,使得空间显得更加开阔。

在宽敞的空间里,两侧分别设置两列展示架,将男士、女士服装分别悬挂于两侧,中间则是供顾 客休息的空间。

这是一个以展示男装为主的空间设计,采用挂式陈列的方式将不同款式的男士上衣悬挂在一起, 整齐中略显差异,能够很好的起到吸引顾客的效果。

男士服装的陈列显得整齐划一,所展示的都是上衣;而女士服装则富于变化,有长有短,既有小 衫又有长裙,使得两侧的陈列形成强烈的对比,能够满足不同顾客的心理需求。


055/056

In many shopping centres, due to the limit of space, hanging display would be adopted as the main way for apparel display. It is a way that could both save space and maximally show customers more clothes in different styles.

Hanging display enables us to show more varied styled clothes to customers who would thus have more choices. For the project in the picture, due to the limit of space, hanging is the only way of display. Though a little bit monotonous, it helps in saving space.

很多商场中的服装陈列设计,由于受到空间的局限,通常会采用挂式陈列作为陈列设计的主要方 式。在节约空间的同时又能够最大限度地向顾客展示更多款式的服装。

通过采用挂式陈列,使得空间展示的内容更加丰富、多样,能够为顾客提供更多的选择。受到空 间的局限,在这个项目的设计中以挂式陈列作为唯一的陈列方式,虽然略显单调,但是也最大限 度地利用了空间。


057/058

The apparel display in this picture is distinctive for its central showcases. Apart from the clothes displayed on the stands around the store, the central showcases are also likely to attract customers. Jeans wear is usually casual. Thus in this space in the picture, pieces of jeans wear are casually hung in the showcases, appropriately displaying its features. It also helps bring customers close to the store. 在这个空间的服装陈列设计中,除了将服装陈列于空间四周的陈列架之外,在空间的中心位置设 计了若干个展示柜,将服装陈列于柜中,同样能够给顾客留下深刻的印象。 牛仔装通常向人们展示的是随性的风格,因此在这个空间陈列牛仔裤的柜子里,将牛仔裤很随意 地悬挂其中,更能够体现其风格特点,进而拉近服装与顾客的心理距离。


059/060

Mannequin 人模陈列 In apparel display design, hanging is generally favoured by most designers for it could both save space and fully show the features of the clothes. Therefore, hanging has always been a basic way of apparel display. We could say that where there is apparel display, there is hanging! However, hanging is far from enough to create a charming environment for customers. Although hanging could well show the features of the clothes, we can’t see the “real” effect of wearing a piece of clothes on a body. Therefore, hanging display is not enough to evoke a strong desire to buy; hence comes the mannequin. Mannequin is the model of a human body made for apparel display. There are two types of mannequins: moulds and simulation mannequins. Moulds are made to have a rough figure of a human body, ignoring details such as head. A mould is enough to display the real effect of wearing a piece of clothes. Simulation mannequins go beyond that – a simulation mannequin is designed with a vivid facial expression. Therefore it seems that such a mannequin has not only a human body, but also its emotions! Clothes worn on such mannequins would produce a quite real visual effect. Just for the effect of simulation, mannequins are becoming indispensible in apparel display, and play an important role in it.

在服装陈列方式的设计过程中,挂式陈列能够节约空间,又能够全面地展现服 装的整体特点,受到了服装陈列设计师们的青睐,使其成为服装陈列的基本方 式,可以说有服装陈列设计就会用到挂式陈列。但要使陈列空间具备无穷的魅 力,仅仅采用挂式陈列是远远不够的。虽然挂式陈列也能够全面地展示服装, 但是仍然无法模拟出服装穿在身上的真实效果,因而并不能激发人们足够的购 买欲望,于是人模陈列很自然地出现了。 人模陈列指的是根据服装展示的需要,按照人的特点而设计的人体模型,包括 模具和仿真模型两种。模具通常只具有人的身体造型,或者只具备人体的大致 轮廓,忽略对于头部等细节的设计,但是同样能够模拟出服装被人们穿上后的 效果。仿真模型除了具备人的身体之外,更重要的是它对人的表情设计也惟妙 惟肖,使得模型不仅具备人的外形还“具备”人的情感,通过仿真模型来陈列 服装能够给顾客以更加真实的视觉效果。 正是因为具备模仿真人的特点,人模陈列逐渐成为服装陈列设计中不可或缺的 内容,并且在陈列方式的选择中占有非常重要的分量。


061/062

This project in the picture shows us the ambience and the visual effect brought by mannequins. Different mannequins displayed different styles. In the picture on the left, the mannequins are used to display two women’s suits. Their gestures well showed the styles and the modern air of the suits. In the picture on the right, the mannequins are adopted for displaying a slip dress. In particular, the design of the mannequin is worth mentioning. Some illuminating device is put inside the mannequin. In this way, when illuminated from inside, the dress seems extremely graceful and elegant. 这个项目的陈列设计向我们展示了由人模陈列带来的空间氛围和视觉效果。同样是展示女装,不同的人模向我 们展示了不同的风格。 本页向我们展示了两款女士套装,通过人模的动作和造型设计进而突出服装款式设计的落落大方且具备强烈的 现代气息。下页向我们展示的是女士吊带裙,人模的设计更加别具匠心,通过在人模内部安装发光装置进而将 光线从人模体内放射出来,使得服装在通过人模的展示以及灯光的映衬下,显得更加别致优雅。


063/064

In apparel display design, the application of mannequins is not only to fully display the styles and features of clothes, but also to express something more about the clothes, through the design of the manner and facial expression of a mannequin. In this project, for example, the mannequins are designed with dynamic charm. No matter sitting or standing, the mannequins look just like real women wearing the clothes. The mannequins are used to show the charm of the clothes, while the charm of the clothes helps create an elegant atmosphere for the space. Such a design is no doubt a perfect example of apparel display. 在陈列方式设计过程中,采用人模陈列的目的除了更加真实地展现服装的样式、特点之外,更重要的 还在于通过人模的设计来模仿人物的神态,进而展现出服装的精神层面内涵。 在这个项目的人模陈列设计中,通过人模的形态设计使其焕发出鲜活的生命的魅力,无论是坐姿还是 站姿都设计的惟妙惟肖,而服装“穿”在其身上更加显示出了女人无穷的魅力。以人模陈列设计来突 出服装的魅力,以服装的魅力来烘托空间高雅的气氛,这样的设计无疑将陈列设计的精妙发挥的淋漓 尽致。


065/066

In clothing stores, mannequins put at appropriate positions would naturally produce a comfortable and pleasant atmosphere for the space. Shown in the picture is the application of mannequins in a clothing store. At the entrance of the store, a mannequin is wearing graceful to welcome customers in. On entering the store, the customers would see several mannequins wearing black evening dresses with different gestures. Through these mannequins, the clothes are endowed with vitality, and so is the space. 在商场的陈列设计当中,通过在恰当的位置摆放人模陈列服装,很自然地烘托出舒适的空间氛 围。本页图片向我们展示的就是人模陈列在服装商场的应用。 在商场的入口处站立的女体模特穿着妩媚,使顾客一进入空间就能够感受到热情扑面,不远处的 几个人模“身穿”黑色晚礼服,姿态各异。通过这些人模的设计,赋予空间以情趣进而使得服装 别具生命的气息。

Usually we see mannequins standing in stores to fully display the features of the clothes. However, to break such a convention, what if we make the mannequins sit down? In the picture on this page, the mannequin is sitting casually on a corner, just corresponding to the feature of casual clothes. With the scarf on her neck and the earcap on her head, the mannequin seems quite funny. Thus it would leave an impression for the customers, who would feel a bit of fashion air here. 通常我们在服装店见到的人模陈列都是站立姿势,因为只有站立才能够让顾客更加全面地了解服 装,可是如果打破思维定势,将人模以坐姿摆放来展示服装,效果会是如何呢? 本页图片所展示的就是坐着的人模陈列设计,坐在空间一角的人模,姿势优雅,造型别致,展现 出休闲服装的随性的特点,再围上一条围巾,头戴保暖用的耳套,滑稽、调皮中却能够留给人们 更加深刻的印象,进而显示出更加时尚的味道。


067/068

For the application of mannequins, combinations could be freely made to meet different needs. For example, shown in the picture is a display area particularly designed in the space. Here a series of halfbody mannequins are combined to display different styles of clothes, including suits, dresses, coats, etc. Besides, other mannequins are used to display some decorative products. Together, they would be likely to attract customers’ eyes. 在人模陈列的应用过程中,可以根据不同的需要来进行设计组合。比如图中 所示的,在空间中设计一处特定的展示区域,通过设计一系列半身人模,形 成一个人模陈列的组合,人模陈列的内容各不相同,有套装有裙子有外衣, 再通过另外的人模陈列展示一些饰品,更加能够吸引顾客的目光和注意力。


069/070


073/074

Mannequins can be very useful if you want to show the styles of the clothes appropriately, in order to achieve a good sale performance. Meanwhile, mannequins are very helpful in creating an ambience for a space. The pictures on this page showed us the distinctive atmosphere created by mannequins. In the big picture on the left, the mannequins look like two well-dressed girls selecting bags in the store. In the picture on this page, the mannequins become formally-dressed visitors to a banquet, standing at the entrance. Being in such a space, customers would feel as if they are at the banquet too. Hence they would be more lured to buy. 人模陈列能够恰当地突出服装的款式,增加卖点,同时人模陈列还能够渲染空间情调、营造空间氛围,表达空 间的意境。 本页的图片向我们展示出由人模陈列设计而营造出空间别样的意境。左页大图中的人模给人的感觉好像是两个 穿着大方得体的小姑娘在商店中挑选皮包。本页图片给我们的感觉又好像是一些参加晚宴的男女身着礼服站在 门口。这样的设计能够使得顾客在挑选衣服的同时不自觉地走入到意境当中,进而更加启发购买的欲望。


075/076

In the picture on the left, the mannequin highlights the charm and beauty of women’s dress, while in the picture on this page, the mannequin shows us the trimness of men’s clothes. Different clothes are designed with different mannequins through which, an unexpected effect is achieved. 左页图片中的人模陈列突出了女士服装的妩媚和风雅。本页图片则向我们展示了 男士服装的笔挺和干练。两种不同的设计分别针对不同的服装,通过人模陈列的 手段,能够达到意料之外的效果。


077/078


079/080

This is a clothing store specialised for casual and sports clothes. The apparel display here is unique. As shown in the picture above, the mannequins are arranged in good order in a rank, each wearing differently with distinctive features. There are both men and women mannequins, and they have different gestures. In the picture on the left, a peculiar platform is placed, on which the mannequins are put. The “woman” is standing on it while the “man” is sitting aside. Their graceful gestures perfectly match the elegant clothes they are wearing. 这是一个以休闲运动装为主的服装店,陈列的设计别具特色。上图所示 将多个人模排列成一排,每个人模陈列所展示的服装各不相同且各具特 色。在人模造型设计上不仅有男有女,而且姿态各异。右图中设计了一 个别致的展示台,将人模摆放于台上,女性人模采用站立姿势,男性则 坐在旁边,姿态淡然若定,服装素雅大方,更显气度不凡。


081/082

In apparel display design, for men’s clothes, the key is to highlight the calm and trimness of men. In this project, we can see that the heads of the mannequins are ignored. Of course it is not done to achieve a terrifying effect. Instead, we aim to ignore the facial expressions of the mannequins so as to highlight the effect created purely by the display of the apparel itself. 在服装陈列设计过程中,对于男装的陈列设计,其重点在于体现出男 性沉稳、干练的性格特点。在这个项目的设计当中,人模的头部被忽 略,其用意并不是要营造恐怖的气息,而是略去了人物的表情并由此 突出单纯由服装陈列而达到的效果。

In this comparatively small store, we almost can’t see any other clothes on display apart from the ones on the mannequins. Besides, many decorations are added to the space. Customers would feel that they were in a grocery instead of in a clothing store. Such is the effect desired by the designer. The clothes are paradoxically ignored and highlighted at the same time. That is really a unique display. 在这个面积不大的店面当中,除了人模陈列展示的服装之外几乎看不 到其他的服装陈列,同时还点缀了很多小饰品,与其说是身处于服装 店还不如说是在杂物店,设计师就是在营造这样一个效果,淡化服装 的同时又突出服装,或许这是服装陈列的又一个境界吧!


Folding 叠放陈列 In apparel display design, apart from hanging and mannequins, folding is another important way of display. Instead of showing the real effect of wearing a piece of clothes, as achieved by the previous two ways, folding means to fold the clothes neatly and put them on display cabinets or stands in a good order. Sometimes one piece of clothes could be folded and put singularly; sometimes several pieces would be folded and piled up. When cabinets are adopted as a tool for apparel display, the clothes could be folded neatly and piled up. Here the function of display goes beyond itself; it is also a way of storing. Besides, when folded, the clothes would seem neat and regular. When stands are used as a display tool, clothes could be piled up, and also could be spread singularly. We should choose different ways according to different display requirements. When adopted suitably, both ways are to achieve the effect we desire. Folding does not play the key role in apparel display; rather, it is a “figurant”. However, if used properly, folding could make something special and create a sentimental atmosphere. For example, when the clothes are folded neatly and piled up in display cabinets, customers would be reminded of their wardrobes at home; thus they would feel a sense of intimacy in the store.

在服装陈列方式的设计中,除了挂式陈列、人模陈列这两种陈列方式能够以直 观、模拟真人的形式来展示服装之外,服装陈列方式经常要用到的还有叠放陈 列。叠放陈列是将服装叠好并将其规整地摆放于展示柜或展示台,以或是单件服 装摆放或是几件服装叠放的不同形式来展示服装。 在以展示柜作为陈列载体时,需要将服装整齐地叠放在柜中。此时的陈列一方面 是展示服装的一种手段,另一方面也可以更多地存放服装,而且采取叠放的形式 也会使柜内的服装显得规整、美观。以展示台作为载体时,既可以将服装叠放整 齐后一件件地码放,也可以将单件平铺在展台之上,根据不同的氛围需要而决定 采取哪种方式,两种方式都能够达到意想的效果。 叠放陈列并不是服装陈列设计的主角,或者可以说是陈列设计中的群众演员。然 而叠放陈列同样在表达一种感情,渲染一种情调。比如说将服装整齐地摆放于展 示柜中,很容易让人们联想到自己衣柜或者抽屉里面叠放的衣服,进而能够给顾 客以亲切自然的感觉。


085/086

The pictures on this page include both display stand and cabinet. In the cabinets, the clothes are folded and piled up neatly. Several pieces more are displayed on the top. Such a way of display saves room for the store, and is also a good design itself. 本页图片中的叠放陈列,对于同一个载体的设计既包括了展示柜又包括展示台,将叠 好的服装整齐地码放在柜中,在柜顶再自然地摆放几件服装。这样的设计既能够有效 地利用空间,又能够让顾客感受到设计的构思精巧。


087/088


089/090

In the pictures on this page, folding is extended to walls. The clothes are piled on the boards placed on the walls. In this way, all the clothes would be apparent to the eye. In addition, several pieces are hanging, to provide another way of display. In the picture on the right, the big cabinet against the wall contains clothes with different styles and in different colours. It both displays and stores the clothes, and meanwhile, due to the different colours of the clothes, the store becomes colourful. Therefore, the cabinet is not only a way of apparel display, but also a decoration for the space. 本页中的设计将叠放陈列的展示区域转移到了墙面之上。将服装叠放在墙面所 安装的隔板之上,使顾客一目了然地看到服装,同时再搭配几件挂式的陈列, 使陈列方式富于变化。 右页图中所展示的是靠墙而立的一个大的展示柜,将不同款式、不同色彩的服 装叠放其中,在能够存放很多货物的同时,由于服装自身的色彩不同,使得整 体在色彩上又富于变化,使得整个设计既是服装的展示,同时又成为了室内的 一处装饰。


091/092

In the picture above, the space is characterised with simplicity. A few pieces of clothes are hung or folded. The folded ones seemed casually laid on the boards. However, through the casualness, customers would feel a sense of elegance. It tells us that apparel display is not a technique, but a kind of art. 这个空间的设计突出简约的特点,无论是挂式陈列还是叠放陈列,都没有采取展示大量的服装 来吸引顾客的眼球,与之相反,只是简单地叠放几件衣服,没有任何修饰的成分,却能够在随 意之中表达出那份雅致的感受,进而使得陈列设计不仅仅是一门技术,更是一门艺术。

Different from all other folding displays above, the project in this picture showed us another way of folding. The whole wall is designed to be a giant display stand. The clothes are folded and piled up regularly. Thus we have a giant display wall. Additionally, in the entire space, it seems strange to adopt folding as the main way of display. The uniqueness brings a good display effect. 与其他的叠放陈列设计不同,本页所示的图片向我们展示了另外一种方式。 整面墙被设计成一个大的展示台,将服装整齐地叠好并一件件码放在一起,使整面墙成为一个 大型的展台。此外,整个空间将叠放作为主要的陈列方式,也是与众不同且别具新意的,同样 能够起到很好的陈列效果。


093/094

Here folding is also adopted as the main way of display, combined with hanging to create an outstanding effect. 将叠放陈列作为陈列的主要手段,在与挂式陈列的组合当中,很好地表达了陈 列的作用,同时又营造出不凡的效果。


095/096

In this project, the apparel display is originally designed. The folding display here is not only a way of display; rather, it is kind of art. The particularly-designed stands highlighted the way of display and its excellent effect. 在这个项目中对于服装陈列的设计别具匠心。对于叠放陈列的设计不仅仅是为了展示服装 的需要,还将陈列设计上升为一种艺术,通过展示架的设计,突显叠放陈列的手段及其表 达的效果。


097/098

Here is a white space. The walls, the cabinets, and the stands are all white. Not many pieces of clothes are on display; even the cabinets don’t contain many. Such is the desired effect – to feel the elegance and delicacy of the clothes in the store. 整个空间被渲染成白色的主题,无论是墙面还是展示架或是展示台的 色彩均以白色为主题。在偌大的空间中展示的服装却寥寥可数,在展 示柜中叠放的服装也并不多,这样的设计并非不够重视陈列设计,而 是营造另外的一种效果,故弄玄虚中使人愈加感受到服装的高雅、别 致。

In this project, folding is also the main way of display. The seemingly simple folding surprisingly brought an unexpected visual effect, thus creating a good display effect. 在这个陈列设计中,叠放陈列作为空间主要的陈列方式,营造出别样 的视觉感受,进而起到良好的展示效果。


099/100

One of the most important functions of folding display is to create an atmosphere in which customers would have an intimate feeling. The pictures on this pages showed us the ambiences folding could brought out. The environment is quite close to our everyday life. Customers would feel that the clothes on display here are closer to them. 叠放陈列的一个很重要的作用就是营造一种气氛,能够给顾客以亲切的感受。本 页图片向我们展示的是通过叠放陈列的设计,营造一种生活情趣,使之能够尽量 贴近人们的日常生活,进而使得服装更加贴近人们的情感追求。


101/102


103/104


105/106

Combinations 陈列组合 Hanging, mannequins, and folding, when used appropriately, all could be helpful in creating a good display effect while showing the features of the clothes in order to have a good sale performance. Nevertheless, a single way of display is always limited by this or that restraint, and could not fully display the charm of the clothes. Therefore, in practice we often see combinations of different display ways. Different ways of display are usually combined, complementing each other in order to show the apparel comprehensively to customers. In this way, the advantages of different ways of display could be combined, and the limitation of single way display is avoided. For this reason, combinations are commonly seen as a main part in apparel display. The key of combination display lies in how to combine different ways of display appropriately to achieve the optimal effect. Particular attention should be paid to the avoidance of passive combinations that would offset each other’s advantages. In practice, we should choose different display ways according to different needs of the apparel. Then these ways should be combined appropriately to create a good display environment.

无论是挂式陈列、人模陈列还是叠放陈列,应用到服装陈列的设计中都能够营造 出陈列空间不凡的效果,同时也能够展示服装设计的特点,为服装赢得更多的卖 点。然而,单一的陈列方式毕竟要受到种种局限性而无法达到完全展示服装魅力 的目的,因此在实际的服装陈列设计中,更多的应用是陈列组合。 陈列组合是将不同的陈列方式组合在一起,使得不同的陈列方式之间互为补充, 将服装的卖点全面地展现给顾客。陈列组合可以结合不同陈列方式的优点,将服 装完美地展示出来,同时也能够避免单一陈列方式的不足,进而成为服装陈列设 计的主体内容。 陈列组合设计的关键在于如何能够将不同的陈列方式巧妙地组合在一起,使之能 够互相影响进而达到展示效果的最优化,而不是相互抵消使得展示效果受到影 响。因此,在具体的设计过程中,要根据不同服装的陈列需求来选择恰当的陈列 方式,在此基础上将不同的陈列方式组合,从而营造空间整体良好的陈列环境。


107/108


109/110

Combination display aims not only at displaying the features of clothes, but also at creating a good ambience. Therefore, the top apparel display designers would not consider how to save space only; instead, they would deliberately drop some space in order to bring out a certain ambience for the space and the display in it. 陈列组合不仅仅要展示服装的特点,对于空间氛围的营造也尤为重要,因此,层次较高的 服装陈列设计不再把心思放在如何利用每一寸空间更多地展示服装,而是要故意放弃一些 空间,以便能够有效地烘托出空间的氛围和效果。

In the picture on this page, we can see the combination of hanging and folding display. The glossy walls are particularly designed with a unique configuration. The clothes hung on such walls are thus endowed with a kind of dynamism as if they are flowing on the walls. The folding design is quite special too. The stand is divided into three levels with glass partitions. This further enhanced the transparency of the space and thus helped to achieve a better display effect. 在本页的图片中向我们展示的是挂式陈列与叠放陈列的组合。将墙面设计成光滑的、带有 一定弧度的别致造型,将服装附着墙面悬挂,赋予服装以动感,仿佛会跟着光滑的墙面一 起流动。同时叠放陈列的设计也新颖独到,三层展示架之间的隔断采用玻璃板增加了通透 感,更加突出陈列的效果。


111/112

When hanging is exploited to the extreme, as we can see in the pictures on this page, the effect is really stunning. Different ways of hanging are adopted here. The costumes are hung on the steel pipes which are in a peculiar configuration. Meanwhile, the longuettes are worn on the mannequins hung in the central area. The clothes hung on the pipes and worn on the mannequins are quite eye-catching in the store. 将挂式陈列发挥到极致的时候,就会出现如本页图中所示的效果,采用不同 悬挂方式的陈列组合,将女士服装悬挂在造型别致的钢管围成的展示架上, 同时再将长裙等服装通过人体模具展示并将其悬挂于空间的中心位置,使两 者相互呼应,从而给人目不暇接的视觉感受。


113/114


115/116

In this project, hanging display is combined with folding. The wooden boards are set as background to highlight the clothes on display. Meanwhile, display cabinets are placed at the conspicuous positions in the space. The clothes are piled up there. As we can see, hanging and folding complement each other to fully display the clothes. 在这个空间的设计过程中,将挂式陈列与叠放陈列相结合。空间用木板设计出 陈列的背景,用来衬托悬挂着的服装,同时在空间显眼的位置放置展示柜,将 服装叠放其中。挂式与叠放两种陈列方式互相影响并互为补充,将服装全面地 展示给顾客。


117/118

When we don’t consider the amount of clothes on display only, usually we would achieve some unexpected effect. As shown in the picture, hanging display is combined with mannequins. For both ways of display, only a few pieces of clothes are shown to customers. However, the simplicity of the atmosphere is hence created. 在陈列设计过程中并不贪求所陈列服装的数量,往往会收到意料之外的效果。如图中所示,采取挂式陈列 与人模陈列相结合的陈列组合,而每种方式所陈列的服装寥寥可数,却营造出空间的简单利索,落落大 方。

In this project, the design outstands for its special configuration. Besides, a good combination of display ways further contributes to the design. Here customers would be impressed on the first sight. 在这个空间的设计中,通过造型设计使空间显得与众不同,再配合巧妙的陈列组合设计,使得顾客在只一 瞥之间便能够被其吸引,进而在心里留下深刻的印象。


119/120

In comparatively big clothing stores, usually we adopt the combination of all the three ways – hanging, mannequins, and folding. Each way, with its advantages, could make its contribution to a better overall display effect. 对于较大空间服装店的服装陈列,通常采取将挂式陈列、人模陈列和叠放 陈列三种陈列方式结合在一起的陈列组合,以便尽可能地发挥每种陈列方 式的优势使得陈列的效果更加明显。


121/122


123/124


125/126


127/128

In the display shown in the picture, we can see that hanging display is well combined with mannequins – yet different from the usual cases. With partitions and the platforms on the floor, hanging display is separated from the mannequins as an independent display area. As being in the same space, the independent yet connected two would be more likely to attract customers’ attention. 在本页图片所展示的陈列设计中,巧妙地将挂式陈列和人模陈列组合在一起,而又不同于通常的陈列设 计。通过隔断以及地台的设计将挂式陈列与人模陈列分离开来,使之成为彼此独立的展示区域,然而二 者又同时存在于同一空间,这种既分离又互相结合的陈列方式反而更加能够吸引顾客的注意力。


129/130


133/134

We often see different ways of display carried out in different areas. However, they could be combined within one display area. When we break the convention and integrate them together, an effect out of the common run would be brought out. 在同一个展示区域内可以将不同的陈列方式结合在一起。我们通常看到的是 不同的陈列方式各自在独立区域里展示,而如果打破不同陈列方式之间的边 界,将其互相融合,同样能够带来效果。


135/136

In apparel display, the selection of ways of display could be very helpful in creating a particular atmosphere. Customers’ emotions would thus be influenced. The pictures on this page just showed us such a case. Through the appropriate combination of different display ways, the space in endowed with an ambience which is both elegant and playful. 在陈列设计的过程中,通过陈列方式的设计和选择能够营造出特殊的空间氛围 和意境,并由此影响顾客的购买心理。 本页图中向我们展示的就是这样的一个设计,通过巧妙地应用不同的陈列方式 的组合将空间渲染得高雅而又极富情趣。

As shown in the pictures, a purely white stand is designed with a peculiar configuration. The colour goes well with the colour palette of the entire space. Thus a transparent visual space is created. The clothes, bags and shoes displayed on the stand correspond with other pieces around to attract customers’ eyes. 在空间的中心位置设计这样一个造型独特且通体白色的展示台,使其与整体空 间的色调保持一致,营造出纯净的视觉空间。叠放其上的服装与陈列在空间四 周的服装相互呼应,足以引起顾客的购买兴趣。


137/138

Here is an apparel display design for a casual clothes shop. The combination of different ways of display created a unique atmosphere that corresponds with the styles of the clothes. In this way, the features of the clothes here would leave a profound impression for customers. 这是一家休闲服装店的陈列设计,通过陈列组合的方式,营造出独特 的空间氛围,使其与服装的风格相互呼应,从而突出服装的特点,给 顾客留下深刻的印象。


139/140

In the picture on this page, the space is divided into several sections, each one with a single showcase as the main tool for folding display. Beside the showcase, a movable display stand is placed. In this way, hanging and folding display are combined. They don’ t occupy too much space, but would leave an impression for customers. 本页所展示的陈列设计将空间分割成若干部分,在每一部分的陈列设计中都单独摆放一个玻璃 展示柜作为叠放陈列的主要载体。在玻璃柜旁边搭配一个可移动的用来悬挂服装的展示架。将 挂式陈列与叠放陈列组合在一起,所用空间不大,给人的印象却尤为鲜明。


141/142

Display stands are indispensible in apparel display. The particularly-designed stands would impress customers and further highlight the clothes on display. Shown in the picture is such a case. The stands are specially designed, with the creative frames determining different ways of display in different areas. Meanwhile, the frames form the whole well-integrated display in the store. 服装陈列离不开作为载体的展示架,而往往就是因为那些设计独特的展示架加深了人们的 印象,进而突出服装陈列的效果。 图片中向我们展示的就是这样一个案例,对于展示架的设计别具匠心,通过架子上的框框 将不同的陈列方式分隔成不同的区域,同时作为整体的存在,展示架又能够将其融合成为 一个整体。


143/144


145/146

CREATING AN AMBIENCE 陈列氛围营造

Visual experience is a key factor in influencing customers’ emotions, and the ambience of a space should be the emphasis in apparel display design. A good display space is just like a magnetic field which would strongly attract customers’ eyes, while a bad one would not be likely to attract their attention. Therefore, the ambience of a space is particularly important in apparel display design. Furthermore, the ambience should not only be brought out by the novel and exquisite superficial design of the forms; it would also be able to express something more of the “inner” – something related to the brand culture of the clothes. The design should not only attract customers’ attention, but also make them find the design exquisite and even fall in love of the design itself. The creation of ambience involves the design for colour, lighting, and display tools. Through these ways, certain ambiences of space could be created freely, so as to add something to the clothes on display – as another characteristic for apparel 陈列空间的视觉形象是影响顾客消费心理的直观因素,陈列空间的氛围设计是服装陈列 设计的重点。好的陈列空间能够形成一个“磁场”,强烈地吸引顾客的目光和注意力, 而单调、平淡的陈列空间往往不能引起顾客的关注。因此在陈列设计的过程中,对于空 间氛围的营造就显得尤为重要。陈列空间氛围的营造,不仅仅体现在外在形式的新颖、 别致的样式,同时还要强调空间能够表达出内在的更深层的内容,体现品牌的文化特 点。使其不仅能够吸引顾客的注意力,还能让顾客发现设计的精巧之处,从中体验无穷 的韵味。 陈列氛围的营造包括空间的色彩设计、陈列照明设计以及陈列道具设计。通过这些手段 能够有效地渲染空间的特殊氛围,进而为陈列的服装增添特殊的附加价值,成为服装陈 列的又一特点。

COLOUR 色彩 Colour directly influences our visual perception and it is mainly through colour that we experience and aspire after beauty. Of course colour is indispensible to apparel display design. An appropriate colour palette could liven up a space and enrich the environment for the display. Besides, colour could endow the display with certain characteristics and sentiments, making the space emotionally attractive. Therefore, we can say that colour plays a key role in apparel display. We should pay special attention to the application of colour in apparel display design. Colour not only serves as a background for an apparel display, but also – and more importantly – helps create an ambience for the display in which the clothes and the space integrate with and influence each other. In practice, we could use certain colours in a vast area, or we could decorate a space with particular spots of colours. In either way, a space would be lighten up and emotionally enriched.

色彩能够直接影响到人们的视觉,是人们感受美的主要途径。有了色彩,才有了人 们对于美的感受和追求。在陈列空间的设计过程中离不开对于色彩的应用,恰当的 色彩能够点燃陈列空间中鲜活的气氛,使陈列环境更加丰富,同时色彩能够赋予更 多的情感和性格于陈列中,进而渲染空间的氛围,提升空间的品位,使陈列空间具 备强烈的吸引力,因此,色彩在营造陈列氛围的过程中发挥着非常重要的作用。 服装陈列对于色彩的应用和把握非常重要。色彩不仅可以作为陈列的背景而存在, 更重要的是它能够营造出陈列的气氛,使服装与陈列空间完美地融合、彼此影响。 陈列空间的色彩设计,既可以大面积地使用也可以将色彩作为空间的点缀而少量运 用,无论何种方式都能够赋予空间更多的情感,使空间更加活跃动人。


147/148


149/150


151/152

Here pink is applied to a large area to liven up the space with a fervent atmosphere. Pink is spread to the walls and the curtains used as partitions for the space. Such colour selection corresponds well with the colour of the costumes on display in the store. Thus the charm of the clothes is enhanced while the colour palette seems quite natural and consistent. 运用大面积的色彩将空间烘托出火热的气氛,无论是墙面还是作为隔断的帷幔都采用 桃红色来呼应所展示服装的色彩。桃红色与女士服装的特点相互呼应,更加突出女性 服装妩媚、柔美的特点,整个空间在色彩上保持一致。


153/154


155/156


157/158


159/160


161/162

Different colours could be matched together in apparel display design. As shown in the pictures on this page, in one space the colours of red, yellow, blue, green, etc. are matched. We wouldn’t feel dazzled because of number of colours used; instead, each display area is characterised with a particular colour, as an attraction for customers. 在陈列空间中对于色彩的运用也可以采用不同色彩的相互搭配。如本页图片中所展示的那样,在同一 个陈列空间中运用红、黄、蓝、绿等色彩相互搭配,却没有因色彩的繁多而给人眼花缭乱的感觉,反 而因为不同色彩之间的差异而更加突出了不同区域的陈设内容,进而很好的起到了吸引顾客的作用。


163/164

We can put together different colours, and likewise we can use them separately, such as shown in the pictures on this page. Single colours are used independently for different areas as display backgrounds. Thus each area got its own style while the whole store become distinctive and unique. 不同色彩在同一空间中既可以混合在一起运用,也可以单独渲染某一个独立的区 域。本页展示的就是色彩的独立运用,在三个相对独立的展示区域中使用不同的色 彩作为陈列的背景,使得不同区域的风格特色相互区别开来,既突出了陈列服装的 特点,又使空间显得与众不同。


Lighting 照明 We can’t live without colour, and light is even more important to our life. In apparel display design, if we say that colour would give a space its characteristics, then lighting is to liven up the soul. Lighting is indispensible not only to our real life, but also to our “dreamed life”. In apparel display, lighting is an important way to create an illusionary environment in which we would feel as if entering a dreamed life. For most of the time, lighting is applied to apparel display for a better display effect. Different ways of lighting should be adopted for different kind of apparel on display. Sometimes we need bright lighting to highlight the features of the apparel; sometimes we need dim lighting to create a mysterious atmosphere. In addition, we should take into consideration the design and selection of lighting equipments. Different types of lamps should be selected carefully and arranged to meet certain needs. Lighting from the roof or local lighting would create different effects.

我们的生活离不开色彩,更离不开光明。在服装陈列设计中,如果说色彩能够赋 予陈列空间以性格的话,那么照明所点亮的就是陈列空间的灵魂。照明在为我们 的生活提供光源的同时,也照亮了我们生活的梦境。通过照明设计营造出空间的 亦真亦幻、如梦境般的视觉感受,这何尝又不是人们内心中渴望的一种表达手段 呢! 照明在服装陈列中的应用,更多的是为了烘托陈列的效果。对于不同的服装,照 明的设计也各不相同。有些服装需要明亮的光线来突出款式特点、增加卖点,有 些则需要暗淡的光线来烘托情趣、意境。 此外,对于照明设备的选择和设计也是设计中需要考虑的重点。对于灯具样式的 选择以及位置的选择都需要精心安排,是选择屋顶照明还是局部照明,其达到的 效果是不同的。


167/168

In this space we have two types of lighting. One is direct lighting on the clothes on display (we may call it functional lighting). The other is the light from the top, which is more decorative. Together the two types of lighting contribute to the creation of the atmosphere for the display. 这个空间中的照明设计包括两种形式,一种是把光线直接打在所陈列的服装上,起 到突出陈列主题的功能性照明。另一种是悬挂于顶部的起到装饰作用的照明装置, 两种形式的照明设计共同烘托出空间整体的陈列氛围。


169/170

In the design for this apparel display, lighting is well integrated with the colour palette here. The two complement each other perfectly. In this way, the space offers customers a strong visual impact. 在这个服装陈列的照明设计中,将照明与色彩相互结合,通过照 明突出色彩,通过色彩来烘托照明效果,使得整个空间给人以强 烈的视觉刺激。


171/172

The particularly-designed lamps could also attract customers’ attention. In this space, many bulbs are clustered closely to form giant “fruits” on the top. Apart from their basic function as lighting source, they also serve as an attractive decoration for the space. 在陈列空间中将灯具设计成独特的造型,也能够起到很好的吸引顾客的作 用。在这个空间里,将若干灯泡紧密地安装在同一个电源上形成一大簇,其 造型就好像一只硕大的果实。在为空间提供光线的同时也成为了陈列空间中 的一个突出的特点。


173/174

In some clothing stores, in order to be more close to customers, the stores would be desired to have a relaxed atmosphere where customers would feel as if they are not subjected to a display. Lighting is an effective way to reach such an effect. When feeling warm and comfortable, customers would be more likely to resonate to the culture of the brands on display. For example, in the design shown in the pictures, different areas are given different styles thanks to the application of lighting. Thus the clothes become dignified and close to customers at the same time. 有些服装店的空间设计为了更接近顾客的需求,往往会将空间设计成更加贴近生活的形式,有意弱化陈 列的效果,通过照明的设计烘托出轻松的氛围。使顾客感受到温暖和舒适,从而更容易与其展示的服装 及其表达的文化产生共鸣。 在这个空间设计中,通过照明的设计烘托出不同区域的不同情调,既能够提升商品的档次,又能贴近顾 客的购买心理。


175/176

In the space in the picture above, we can’t see lighting devices, which are well hidden. The casted beams offer the contrast between bright and dark, making the space more stylish. 图中的照明设计看不到明显的发光装置,将照明装置隐藏,通过投射的光线 来烘托效果,一明一暗,对比鲜明,使得整个陈列空间更加富有情调。

In the shop, three concentric lighting circles are placed on the ceiling. The lighting beams “spread” from the central to the whole space. Such a lighting effect is quite shocking and makes the space feel magnificent. This is just desired to match to feature of men’s clothes on display here. 在屋顶设计成三条巨大的同心圆形状的灯带,灯光随着圆形的不断扩大从中 心向四周辐射,在视觉上给人以震撼的同时,也烘托出空间中大气、豪迈的 氛围,更恰当地烘托出所陈列的男士服装的特点。


177/178

It seems that lighting is ignored in the space. Actually it is combined with the colour palette. Under the dim light, the space seems quite charming and touching. 在这个空间中,有意弱化照明,并将其与色彩相结合,在淡淡的光 线的映衬下,更显示出空间的妩媚动人。


179/180

The picture on the left shows a quite unique display atmosphere. The partitions separate the space into several sections. On the partitions irregular slits are cut to make lighting cast through. In this way, the space feels surprisingly stylish. In the picture above, the two giant lamps on the ceiling are quite eye-catching. Apart from that, the lighting below is also specially designed to match the display. On the black display cabinets, the display areas are highlighted by the lighting effect. The sharp contrast between bright and dark helps to attract customers’ eyes to the content of the display. 左图中的陈列氛围设计别具特色,通过隔断将不同的服装分隔成不同的展示区域,同时在隔断上设 计长短不一的不规则的缝隙,将照明光线投射出来,更体现出整个空间别样的情调。 上图中除了空间顶部两盏造型别致的照明装置之外,将照明设计与整个陈列设计相结合,在黑色的 展示架中用灯光突出展示区域,一明一暗,反差明显,从而更加突出了所陈列的内容。


181/182

In this apparel display design, the space is characterised by the contrast between light and shade through which a sense of mystery is created. The entire space is in dark, in which the lamplights are used to highlight the clothes on display. In addition, the sharp contrast between dark and light is effective in creating an ambience for the space. This project is a good example of creating such an illusionary effect. 在这个空间的陈列设计中,采用明暗效果将空间渲染的神秘而 又别具特色。整个空间笼罩在一片昏暗之中,通过点点灯光来 映衬出陈列在空间中的服装。此外,通过强烈的明暗对比来突 出陈列的效果也是渲染空间气氛的有效手段。本项目着重营造 这样的效果进而来渲染亦真亦幻的空间氛围。 本页所展示的陈列设计将空间分割成若干部分,在每一部分的 陈列设计中都单独摆放一个玻璃展示柜作为叠放陈列的主要载 体。在玻璃柜旁边搭配一个可移动的用来悬挂服装的展示架。 将挂式陈列与叠放陈列组合在一起,所用空间不大,给人的印 象却尤为鲜明。


183/184

Tools 陈列道具 Apart from colour and lighting, tools are an important way to create certain ambiences for a display. Usually tools include display stands and cabinets that serve as carriers for the clothes on display, and also decorative objects, such as particular decorations on walls and interior furnishings. Display tools function beyond what we know about tools in the common sense, for they also play an important role as to bring vitality to a space. Therefore, the design and the arrangement of these tools should be taken seriously.

营造陈列空间的氛围除了采用色彩和照明等方式之外,陈列道具的使用也是一个 很重要的手段。陈列道具包括在陈列过程中用来承载服装的展示台、展示架,同 时也包括在空间中起到装饰作用的物品,比如墙面装饰、室内的陈设品等。陈列 道具不仅仅作为陈列的工具而存在,其更重要的角色是扮演空间的表情,因此对 于陈列道具的设计以及在空间中的摆放都是需要认真考虑的。

The particularly-designed round “tables” are used as the tool for apparel display. Such originality would be sure to impress customers. 设计别致的圆形桌面被当作陈列服装的展示台。创意,就 是这样产生的。


185/186

In the picture on the left, the concept of adopting display tools is emphasised. The central cabinet comprises wooden boards and serves as the main display area in the store. Such a big display tool is eye-catching not only for its size, but also and more importantly for the originality of its concept. In the picture above, the boxes are used for storing clothes. When they go beyond their basic function to serve as a tool in the apparel display design, the space seems livened up. 左图所展示的项目中,将陈列道具的设计理念放大,在空间中用木板组成的框架作为 陈列的主要区域,而其本身同时又作为陈列的道具而存在,创新当中令人回味无穷。 上图是用来储存服装的储存箱,也成为了服装陈列过程中的一个设计环节,使得整个 空间的特点毫不隐藏地凸显出来。


187/188

The two pictures here showed us a project containing two ways of adopting tools in apparel display. In the picture on the left, the tools are two tables specially designed; or we should say they are two pieces of display arts. Thus an artistic air is given to the space as well as the clothes on display here. In the picture above, the peculiar tool becomes a decoration for the space for its peculiar configuration. In the meantime, it serves as a practical stand for the display. 这个项目向我们展示的是使用陈列道具的两种不同的方式。左页图片向我们展示的陈 列道具是两个设计独特的桌子,与其说是桌子还不如说是两件别致的陈设艺术品。摆 在空间更增添了陈列空间的艺术气息,使服装也很自然地提升了品位。 上图中的陈列道具因其特别的造型设计而具备一定的装饰性,同时作为服装的展示台 而存在使其更多地扮演着实用的角色。


189/190

In the central area of a store, usually we would see a stand for the display of the clothes of the latest styles. Or the central area would be left empty to leave customers more room to walk around. What if we put a giant showcase as the tool of apparel display in the centre? Shown in the picture on this page is just such a case. The central showcase is placed as a tool for display. It would surprise customers and thus leave them a profound impression. 对陈列空间中心位置的设计,通常都是设置一个用来陈列最新服装的展示台为主,或者空 出来以便顾客能够有更大的活动空间。而如果在中心位置摆放一只巨大的玻璃柜作为陈列 的道具展示服装将会是一个怎样的效果呢? 本页图片中向我们展示的正是这样一个设计,在空间的中心位置摆放一只玻璃陈列柜。作 为陈列道具,这样的设计能够大出顾客的意外,于此同时却能够在顾客的心里留下深刻的 印象。


191/192


193/194

Appropriate adoption of display tools could be helpful in creating certain atmosphere for a space. The pictures on this page showed us a space full of the air of everyday life. We can see here the small furnishings displayed on the table and the little “mannequins” on the stand. Besides, on the walls objects commonly seen in daily life are drawn. The smart tools themselves give us a new interpretation of apparel display. 在陈列设计中对于陈列道具的应用,能够恰当地烘托出整个空间的陈列氛围。在本页所展 示的陈列空间中,通过摆在桌上的家具模型以及展示台上缩小版的“人模”等陈列道具, 再结合墙面所绘制的生活中的常用物品,渲染出强烈的生活气息。在此基础上,陈列道具 本身设计的就十分可爱、俏皮,在给人带来乐趣的同时又很好地诠释了服装陈列的文化内 涵。


195/196

Here is a way of adopting tools in apparel display which we often see in clothing stores. In proper positions, a stool or a chair would be put, not only to provide customers with a place to rest, but more importantly to create a particular ambience. 在具体的陈列道具应用过程中会采用这样一种方式: 在陈列空间的恰当位置摆放一只凳子或者一把椅子, 不只是为顾客提供休息,更重要的是为了渲染一种情 绪。


197/198

For apparel display tools, in order to create certain styles for the space, some exquisite tools would be designed. 在陈列道具的设计过程中,为了烘托空间别样的品味, 经常会设计一些别致的道具形式。


199/200

Special tools are designed to meet particular needs. Here is the special tool for the display of hats. 由陈列需要而在空间中设计的独特造型,也是陈列道具的一 种表现形式。


201/202


203/204

WINDOW DISPLAY DESIGN 橱窗设计

Window display design is an important part in apparel display. We could even say that an apparel display is imperfect without window display, because through it the styles and features of the products on display would be more directly shown to customers who just walk by the store. Furthermore, window display could convey the identity and the culture of a brand, and they would lure the walkers-by to enter the store. Usually window display design refers to the design for the display of products in the window that faces the street. This is a vantage point for display. Here products could be shown to passers-by on the street, together with the brand identity and culture, as a kind of advertisement. With the development the ways of apparel display, the adoption of window display is getting increasingly flexible. Sometimes windows that do not face the street would be utilised as a kind of window display design. With certain background, lighting and colour, these window displays could also achieve a similar effect and help comprehensively display the features of a brand. Window display design involves its forms, components, ways of display, etc. For its forms, we have the open form, semi-open form and closed form, adopted according to the size of a store. The open form is usually used in small clothing stores facing the street. There is no background for the window display, which is directly connected with a shopping centre. You can see everything in the shop without entering. The semi-open form means to set a partition or a screen in the store to divide the window display from the rest space. In this way, the window display area becomes a comparatively independent section. The closed form is usually adopted in large-scale shopping centres. Here the window display is completely separated as an independent area. The components of window display include lighting, background, mannequin, clothes, tools, etc. These elements should be well combined in order to reach the perfect effect of display. The ways of display refer to the ways to make a display suitable for the culture of the brand on display. 橱窗设计是服装陈列的很重要的环节,没有橱窗设计的服装陈列是不完美的,因为通过它可以更加直观 地将产品的款式、特点展现给走在街上或者是那些还没有走入店内的人们。此外,通过橱窗还能够将产 品的文化和品牌形象传达给人们,能够给人以足够的吸引力进而走入店中。 橱窗设计通常指商店临街的玻璃窗的陈列设计,借助橱窗手段,运用临街的优势将产品展示给走在街上 的行人,使人们不用进入店内就能够感受到该服装品牌的风格特点及所蕴含的文化背景,使宣传作用发 挥到最大。随着陈列方式的不断丰富,橱窗的应用也逐渐灵活,不再仅仅拘泥于临街的设计。在空间的 某一特定位置,通过背景、灯光、空间等元素的应用,同样能够达到橱窗的效果,进而全方位地展示品 牌的特点。 橱窗设计包括橱窗的构造形式、构成元素以及陈列手法等几个方面的内容。根据卖场空间的大小,橱窗 的构造形式通常可分为开放式、半开放式和封闭式橱窗设计。开放式橱窗设计用于临街的小型服装店, 橱窗没有背景,直接与卖场的空间相通,透过橱窗能够将店内的情况一览无余。半开放式设计是在展示 区立一块背板或者屏风,将橱窗从整体空间中分割出来,形成相对独立的服装展示区。封闭式设计通常 用于大型商场中,将橱窗从卖场完全隔离,形成完全独立的空间。橱窗的构成元素通常包括灯光、背 景、人模、服装、道具等元素,通过恰当的设计,以达到最佳展示服装的目的。陈列手法是指赋予橱窗 以情趣或者情调,从而更加突出服装的文化内涵。

In this project, the window display design is quite simple, but the simple design also helps achieve a good effect. The large French window is naturally adopted for the window display. Without complicated design or decoration, the clothes are simply displayed in the window. That’s enough for customers to learn the styles of the clothes. Furthermore, through the window, we could see other products inside the store. 在这个项目的设计中,对于橱窗的设计可以说是很简单的,但是同样能够取 得不凡的效果。将高大的落地窗作为天然的展示窗口,不用过多的装饰和设 计,只要单纯地将服装面向室外陈列,就能够使得顾客了解到该服装的特 色。这样的设计同时还能够使人们透过玻璃窗轻易地看到室内更多的陈列内 容,简单的设计中所包含的理念其实并不简单。


205/206

Here is another simple window display. The same as the previous case, several pieces of brightly-coloured clothes are displayed in the window. The only difference is that here mannequins are adopted to give customers a three-dimensional experience of wearing the clothes. With the arc window and the classical design on the exterior wall, this window display seems distinctive. 这个项目中展示的橱窗设计同样简单,都是在临窗的位置陈列几款特色鲜明 的服装,只是这个项目所采用的陈列方式利用了模具将服装更加立体地展示 给了人们。但是结合了弧形的窗口以及复古的外墙设计,却使得整个橱窗设 计显得与众不同了。


207/208

In this project, patterns are adopted to enrich the window display. Here the display of clothes seemed not the key point. However, it would be likely to arouse customers’ curiosity, and thus lure them in to find more. 在这个橱窗的设计中,采用了图案的方式将橱窗的内容丰富起来,这 样的橱窗设计并不以服装展示为主要内容,却同样能够引起人们的好 奇,进而想要走进店内一看究竟。


209/210

In some showrooms, in order to highlight the identity and culture of a brand, usually something more would be added to the window. For example, we often see mannequins in window display, as well as some display tools to create certain atmosphere. 在一些品牌服装店的橱窗设计过程中,为了更加突出品牌的特色和文化,往往在橱窗的展 示空间中增添更多的内容,比如常见的在橱窗设计中采用人模陈列的方式,与此同时还要 增添一些陈列道具来营造一种氛围,一种意境。


211/212


213/214

In this project, window display is particularly important. For a large window, as shown in the picture above, the mannequins are placed, while for a small window, exquisite products are displayed carefully. 这个陈列空间的设计对于橱窗的设计尤为重视,对于面积较大的橱窗设计采用了人模组 合的方式设计成一个陈列组。而对于面积较小的橱窗的设计更加别具特色。


215/216


217/218


219/220

Window displays are not always the conventional ones we often see. We always want to display as much as possible about the clothes. However, sometimes the window is designed mostly for the creation of an ambience to express the culture of the brand. 橱窗的设计其实并不一定拘泥于某一种形式,可以尽量全面地展示服装的特 点,也可以通过橱窗的设计来营造一种意境,进而突出服装的文化。

Sometimes we would make a closed space for window display with certain background. Mannequins are most commonly adopted in such window displays. Besides, often we would add lighting, colours and tools to create a certain atmosphere to correspond to the feature of the clothes on display. Such an atmosphere would attract more customers. 在橱窗的设计中可以将其设计成封闭的空间,并且设计一定的陈列背景,通 常将服装采取人模陈列的方式展示在橱窗中,在此基础上通过灯光、色彩以 及陈列道具的应用,营造一定的陈列氛围,进而更加突出陈列的特点,吸引 更多的顾客。


221/222

To a large number of beautiful

How do you know the famous brands? To some extent, the answer lies in their ways of display – window display, in particular. The highend brands would demand more in their window displays. Here the simply-designed window display – yet with good taste – offers a new interpretation of such a case. 人们对于品牌服装的认识在很大程度上取决于其陈列的方式,尤其是对于 橱窗的设计。一些高档的服装品牌,对于其橱窗设计的品位也要求很高, 那些设计简单,品位高雅的橱窗设计便完美地诠释了这一理念。

Hanging in the display constitutes a form occupies a very large proportion of forms, including being hung hanging mounted and side hang two kinds of form, shape design can be mounted hanging apparel design features a comprehensive showcase, but also be able to store to save more space. With the ever-changing design methods, based on the brand's style, appropriate transformation of the original form of hanging equipm 挂装形态在陈列构成中占有非常大的比例,挂装形态包括正挂和侧挂两种形态,挂装形态设计能够全面展示服装的设计特点,又能 够为卖场节省更多的空间。随着设计手法的不断变化,依据品牌的风格,适当变换挂装的原有形态,追求新颖的形式设计,方法是 可以在道具的设计上进行创新,使挂装形态呈现区别传统的形式,同时可以在服装本身的形态上进行设计,在休闲服装品牌中,可 将服装更为随意的进行挂装陈列,变换衣架或裤夹通常挂夹的位置,这样挂装便会呈现全新的形式,更好的传达休闲装的品牌理念 ,使视觉效果更为突出。


223/224

For high-end brands, the key for window display design lies in how to express appropriately the taste of the costumes. Therefore, no matter simple or exquisite, the display should aim at highlighting the elegance of the costumes. 对于高档服装的橱窗设计,需要考虑更多的是如何将橱窗设计得大气进而能 够彰显服装的非凡气度,因此对于设计的要求不在于是否精巧,而在于能否 恰当地突出服装的高贵气质。


225/226


227/228


229/230

As for window display for fashion brands, the design for display itself is always fashionable. Designers would follow closely the current trends and apply them to their window display designs, often with some tools. 对于时尚品牌服装的橱窗设计,往往采用比较符合当下时尚潮流的设计形式, 通过陈列道具的应用来营造一种随性的设计感。


231/232


233/234

LEISURE/SERVICE AREA DESIGN 休闲服务区设计

The design for leisure/service area is also an indispensible part in apparel display design. Such areas are particularly set for customers to have a rest, to try the clothes, or just to communicate. The leisure/service area should be both functional and comfortable, and it should be in suitable proportion to the entire space. In a leisure/service area, customers should feel relaxed and a sense of intimacy, if possible, because intimacy is always to evoke a purchasing desire. As the name indicates, it includes the leisure area and the service area. The former is to provide customers with a place to rest and relax. Usually comfortable sofas and chairs that are specially designed would be placed there. Customers could sit down to have a rest at the intervals of selecting their favourites. The latter is the area to have a try of the clothes or to have a business talk. A service area is usually a closed area, comparatively independent to the display area. Besides function, comfort is the most important demand for the design for such areas. Moreover, the style should go well with that of the costumes on display. This is something that should be taken into consideration in the process of design. 休闲服务区的设计是服装陈列设计中不可缺少的组成部分。休闲服务区是为顾客提供歇 脚、试穿、交谈的空间,在设计的过程中既要关注实用性更要注重舒适度,同时还要协 调好占用的空间与整体空间的比例。休闲服务区设计要求能够使顾客感到亲切、舒适和 放松,进而更加有效地激起消费的冲动。 休闲服务区包括休闲区和服务区。休闲区是为顾客提供休息、放松的空间,通常在卖场 的展示区内放置舒适的沙发或者设计别致的座椅等,供顾客在挑选产品的间歇坐下休 息。服务区是为顾客提供试穿、洽谈等活动的空间,服务区通常是相对展示区独立的封 闭区域。舒适度是对服务区的最大要求,在突出功能性的同时,渲染出与品牌相对应的 格调对这一区域的设计来说尤为重要。

Usually the leisure/service area won’t occupy a very large space. Thus the key for the design lies in how to impress customers with certain characteristics of such a comparatively small area. The application of colours is an effective way. 休闲服务区所占的空间面积一般都不会很大,在相对较小的面积里怎样设计 使其特色鲜明,给顾客留下更加深刻的印象是需要着重考虑的。其中色彩的 应用是一个有效的手段。


235/236


237/238

For many projects, it is impossible to have independent leisure/service areas. Here comes the question: how to integrate a leisure/service area into the whole space? Here shown in the picture is a case of utilising colour for integration, with the sofa and the space in the same colour palette. Thus the space is able to keep a consistent style.

In the design for a leisure/service area, the fitting room is a key point. Due to the limited space, we should try to maximally make use of the room and in the meantime, try to make customers feel comfortable. In this picture, the single fitting rooms are arranged together to make the store seem more consistent.

对于很多服装陈列项目的设计,单独开辟休闲服务区的可能性并不大,因此如何 将休闲服务区与整个陈列空间相融合是设计的重点。图片中向我们展示的是以色 彩为手段将沙发与整个空间融合在一起,进而使空间没有因为休闲区的设计而打 破整体的氛围。

在休闲服务区的设计中,对于试衣间的设计是重点所在,在有限的空间中既要考 虑到如何使空间得到充分的利用,还要考虑到尽可能的让顾客感觉到舒适。图片 中将若干单独的试衣间整齐地排列在一起,进而使得空间更加协调。


239/240


241/242

In some projects, leisure/services areas are semi-open – they are alternatively independent to the rest of the space. As shown in the picture, the curtains are used as a kind of partition that separate the leisure/service area as a closed section. When the curtains are drawn aside, this area is well integrated to the whole space. 在有些陈列的设计中,对于休闲服务区的设计采取了半开放式,使服务区与陈列区既能 够相互融合又可以彼此独立。图片中的项目采用了帷幔作为手段,当闭合帷幔时就形成 了一个封闭的区域;拉开帷幔,服务区与陈列区便结合在一起了。


243/244


245/246

In comparatively large stores, we need to have independent service areas to provide customers places to communicate. This area should also go with the style of the store. Furthermore, the anticipated customers should be taken into account. The service area should provide them with a cordial atmosphere that won’t break the style of the display in the shop. 在面积相对较大的陈列项目设计中,需要设计独立的服务区以便为顾客 提供洽谈的场所。对这样的洽谈场所的设计需要考虑到陈列空间的整体 特点,此外还需要考虑到交谈对象的具体情况,从而达到既能够使顾客 感觉气氛融洽,又不破坏整体陈列的空间氛围。

In certain closed service area, apart from using colours to create a unique atmosphere, the most commonly adopted way is patterns. Patterns could offer an intense visual impact to customers, whom, as a result, would be profoundly impressed. 在某些封闭服务区的设计中,除了通过色彩作为手段将其渲染出与众不同的 感觉之外,更多采用的就是图案。通过图案的手段使服务区显得极富视觉冲 击力,能够给顾客留下深刻的印象。


247/248

A unique leisure area could be simply made by several chairs with a chic style or in bright colours, as shown here. 在空间摆几把造型别致或色彩感强烈的椅子,也能够开辟出特点突 出的一处休闲空间。


249/250

In order to offer an atmosphere of relaxation in which customers would feel comfortable while selecting costumes, sometimes designers would place some additional devices in the leisure area for recreation. For example, here a snooker table is placed, and also some headphones. Customers would experience an unexpected comfort here. 为了能够使顾客在挑选服装的同时更加感受到空间休闲、放松的氛围,在具 体设计中也会采取在空间中放置休闲用的设备。比如图片中所展示的在陈列 空间中摆放一张桌球台或是悬挂一些耳机,为顾客提供休闲的场所,进而使 顾客在空间中能够备感舒适。


251/252

Index 索引

1. Project name: Arnhem Designer: Curfs Interieurbouw, Meerssen Photographer: Curfs Interieurbouw, Meerssen Location: Arnhem, the Netherlands Completion date: 2009

8. Project name: blasa_jakarta Designer: Ingrid&Giovanni D’Ambrosio Photographer: Ingrid&Giovanni D’Ambrosio Location: India Completion date: 2007

2. Project name: MURATTI donna Designer: MARIA LANTAVOS. Photographer: ANTONIS KARIS. Location: HALANDRI-ATHENS,GREECE. Completion date: 2006

9. Project name: Marelli_Showroom Designer: sabine Photographer: sabine Location: Japan Completion date: 2006

3. Project name: Byblos Flagship store Designer: Silvia Marlia Photographer: Ramak Fazel Location: Moscow

10. Project name: KULT Gropius Passagen Berlin Designer: Cue_archite Photographer: Cue_archite Location: Germany Completion date: 2005

4. Project name: Miss Sixty Catania Designer: Studio63 Photographer: Studio63 Location: Italy Completion date: 2006

11. Project name: i.t HONG KONG Designer: Masaru Ito Photographer: Masaru Ito Location: Hongkong Completion date: 2006

5. Project name: Barneys Designer: Luis Fernandez Photographer: Luis Fernandez Location: New York Completion date: 2007

12. Project name: roar Designer: Masaru Ito Photographer: Masaru Ito Location: Japan Completion date: 2007

6. Project name: Energie boutique Designer: Studio63 Photographer: Studio63 Location: Los Angeles Completion date: 2006

13. Project name: Metal House Designer: Shichieh Lu Photographer: Shichieh Lu Location: Taipei Completion date: 2008

7. Project name: Nederlandse Publieke Omroep Designer: Coen van Ham Photographer: Coen van Ham Location: Netherlands Completion date: 2007

14. Project name: Elb Sevens Dseldorf Designer: Corneille Uedingslohmann Architekten Photographer: Corneille Uedingslohmann Architekten Location: Germany Completion date: 2005


Apparel Display 253

15. Project name: Olymp & Hades Augsburg Designer: Corneille Uedingslohmann Architekten Photographer: Corneille Uedingslohmann Architekten Location: Germany Completion date: 2007

22 . Project name: Delicatessen Clothing Store Designer: ZA Architects Photographer: ZA Architects Location: Israel Completion date: 2005

16 . Project name: Kult and Planet Bremen Designer: Corneille Uedingslohmann Architekten Photographer: Corneille Uedingslohmann Architekten Location: Germany Completion date: 2006

23. Project name: Hugo Boss Orange Store Designer: RaiserLopesDesigners Photographer: RaiserLopesDesigners Location: Madrid Completion date: 2007

17 . Project name: Closed Antwerpen Designer: e15 DESIGN UND DISTRIBUTIONS GMBH Photographer: e15 DESIGN UND DISTRIBUTIONS GMBH Location: Germany Completion date: 2007

24. Project name: 2006Feb01 Designer: BEHF Architects Photographer: BEHF Architects Location: Austria Completion date: 2006

18 . Project name: Romano Designer: Studio 63 Architecture + Design Photographer: Studio 63 Architecture + Design Location: Italy Completion date: 2008

25. Project name: Armani Ginza Tower Designer: FUKSAS Photographer: FUKSAS Location: Japan Completion date: 2007

19 . Project name: blasa_jakarta Designer: Ingrid&Giovanni D’Ambrosio Photographer: Ingrid&Giovanni D’Ambrosio Location: Italy Completion date: 2007

26. Project name: DKNY Flagship Store Designer: Dominic Kozerski & Enrico Bonetti Photographer: Dominic Kozerski & Enrico Bonetti Location: Korea Completion date: 2006

20 . Project name: Closed München Designer: Susanne Günther Photographer: Susanne Günther Location: Germany Completion date: 2006

27. Project name: uniteks office and showroom Designer: Nagehan Acimuz Photographer: Nagehan Acimuz Location: Turkey Completion date: 2006

21 . Project name: PAMPER HEiRESS Designer: Sabine Photographer: Sabine Location: Taipei Completion date: 2008


Fashion Display Design