茂昌眼镜，新旧灵魂的共鸣

老字号是稀缺性的资源，真正了解时间的人明白它的价值是怎样沉淀下来的。茂昌眼镜作为拥有百年历史的上海老牌眼镜店，与上海这座城市一同成长，将海派文化深深根植在品牌的文化基因中。在此多元化的时代，茂昌眼镜也将面向更为年轻的消费群体，以“摩登海派”作为品牌定位重新出发，而我们也会尝试用一种更有活力的语言来叙述茂昌在验光技术上的优势以及它与这座城市文化的情感纽带。

The time-honored brand has become rare and precious as time goes by in the business world, and the brand value has become a firm choice for generations. As a century-old Shanghai old-fashioned optical store, Maochang has grown up in the city of Shanghai and deeply rooted the Shanghai-style culture in the brand's genes. Maochang will face younger consumers and starts again with "Modern Shanghai-style" in the diversified world. Dayuan Design will also try to use a more dynamic design language to express the time-honored brand's consistent quality and emotional connection to the city's culture.

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大宛设计通过交织复古与未来，异化了上海具有历史感的场景，将茂昌老字号商业空间重塑成“熟悉”与“陌生”并存的潮流眼镜店。秉承着“海派”包容融合的精神，大宛设计希望通过设计将更多老字号的品牌历史幻化成更年轻的空间语言，使得老字号能与这个时代共同成长， 造就可持续的文化影响与商业价值。

By blending the antique and the future, Dayuan Design alienates the historical scene in Shanghai and reshapes the time-honored commercial space of Maochang into a trendy optical store that intermingles familiarity and strangeness. Adhering to the spirit of compatibility and integration of Shanghai-style, Dayuan Design hopes to design more time-honored brands in younger languages so that time-honored brands can grow together with age and create sustainable cultural influence and commercial value.

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除去风格上寻找“摩登海派”的特点，我们也希望找到与海派“兼容并包”的精神相吻合的其他方面。于是以“结合”为起点，也在空间中尝试可持续理念中利用旧有资源重新设计的方法。

Additionally, we hope to find other qualities consistent with the compatibility of the Shanghai style. Therefore, starting from the combination concept, we try redesigning the space with old resources in a sustainable image.

在空间中，我们尽可能使用周边工厂的再回收木材进行设计制作；使用木构基底与环保金属漆，减少金属使用；所有道具在工厂装配完毕后一同运送至现场减少交通带来的碳排放。

A, we use recycled wood from surrounding factories as much as possible in the space for design and production. B, we use wooden bases and environmentally friendly paint to reduce the metal. C, all parts are transported to the site after being assembled in the factory to reduce carbon emissions from transport.

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我们不仅在空间材料选择与运输上关心其低碳属性，同时也探索在商业内容运营上如何提供新鲜持续的内容输出从而吸收更多消费群体，让老顾客觉得熟悉，让新顾客觉得有趣：我们对二手市场淘来的上海牌电视经过清理和改造，变成了一棵兼顾展示产品、内容营销与经典游戏互动的装置树。装置不单会根据每一季的主题变化品宣内容，也会通过摄像头记录顾客与游戏装置互动的过程，与品牌动态更新一体，常看常新。

We not only care about the low-carbon properties of material selection and transportation but also explore to provide fresh and continuous content output in commercial operations to attract more consumers, make old customers familiar, and make new customers interested. We cleaned and transformed the 'Shanghai' brand TVs, which were bought from second-hand markets, into an installation tree that included product display and interactive installation with classic games. The structure will not only promote the content according to the season theme but also record the process of customer interaction through the camera, which is integrated with the dynamic update of the brand.

《树》

大宛艺术科技

2m*2m*2.7m

综合回收材料，数字媒体

一个时代的精神可以传递到多远？互联网给我们

很多的途径做一个大娱乐家，但却没有什么产品

可以取代真实陪伴的快乐。当我们出现在过去的

画面中，手中握着过去的游戏手柄，身边和自己

对战的可能是童时的伙伴，是看着自己小时候玩

到大的亲人，或者是自己的下一代。

这种能看到的，能触摸到的，真实连接的陪伴，

形成了我们最有效的精神传递方式。

平面图 / ©️ Dayuan Design

项目名称 / Project Info : 茂昌眼镜·大融城店

项目设计 / Design : 大宛建筑设计事务所 Dayuan Design

项目地点 / Location : 上海，中国 / Shanghai，China

项目类型 / Category : 商业设计 / Commercial Design

项目面积 / Area :  88 平方米 /  sqm

摄影团队 / Photo : yuuuunstudio云眠 , 大宛 Dayuan Design

施工合作 / Construction : 上海予物建筑装饰设计工程有限公司