TOPOS DESIGN | MINGSI@蟠龙天地

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摘要：2023年4月29日，位于上海的超大型城市改造项目“蟠龙天地”正式开业。TOPOS & MEEM联合设计的MINGSI主力店也在这座都市古镇中正式对外营业，并创造了日营业额破8万的销售记录。

2023年4月29日，位于上海的超大型城市改造项目“蟠龙天地”正式开业。TOPOS & MEEM联合设计的MINGSI主力店也在这座都市古镇中正式对外营业，并创造了日营业额破8万的销售记录。

On April 29th, 2023, the mega urban renovation project "Panlong Tiandi" officially opened in Shanghai. MINGSI flagship store, designed by TOPOS & MEEM, also opened its doors in this urbanized ancient town, creating a record-breaking daily sale of over RMB 80,000.

室内，Interior © Kelvin Li

室内，Interior © Kelvin Li

MINGSI，品牌进化论

MINGSI, Theory of Brand Evolution

品牌主理人Lee在去年初就筹划在上海青浦的蟠龙天地开设门店，这将是一次品牌露出的绝佳机遇。然而，由于偏远的地理位置和崭新的商业类型，他同时也非常担心业绩，我们开始思考品牌基因在开放式街区的进化形态。

Lee, the brand founder, had planned to open a store in Panlong Tiandi since early last year. It was an excellent opportunity for the brand exposure. However, due to its remote location and a new type of commercial complex, he was also concerned about its sales performance. We began to contemplate the evolutionary form of the brand's DNA in open street blocks.

MINGSI是一个不断挑战常识的“进行时”品牌。如果品牌一致性（Brand Consistency）是一种常识，千店千面则是对常识的挑战。这是我们与MINGSI合作的第三年：2021年，MINGSI是卡尔维诺书中，一座座看不见的城市；2022年，MINGSI是博尔赫斯笔下，一个个小径分叉的花园；2023年伊始，源自古典精神的新典雅主义成为MINGSI在后疫情时代的空间宣言。

MINGSI is an ever-evolving "ongoing" brand. If brand consistency is a common sense, then having a unique face for every store challenges that norm. This is our third year of collaboration with MINGSI: in 2021, MINGSI was the invisible cities from Italo Calvino's novels; in 2022, MINGSI was the garden of forking paths from Jorge Luis Borges' tales; and in the beginning of 2023, the neo-formalism originally from the classical spirit in architecture became MINGSI's spatial manifesto in the post-pandemic era.

“在设计中寻找治愈感（Looking for a sense of healing in design）”是TOPOS & MEEM为MINGSI定义的品牌态度。基于“温暖，不止于家”的品牌内核，我们希望MINGSI HOUSE能够在不同的时空和场所，营造出似曾相识并具有温度的诗意场景。

“Looking a sense of healing in design” is the brand attitude defined by TOPOS & MEEM for MINGSI. Based on the brand's core value of “More Than Living”, we aimed to create the sense of déjà vu and poetic scenes in each different time and space through MINGSI HOUSE.

看不见的城市，Invisible Cities © TOPOS DESIGN

小径分岔的花园，the Garden of Forking Paths © TOPOS DESIGN

标识设计，Signage Design © MEEM DESIGN

屋檐之下、大地之上

Between Roof and Earth

作为上海32个历史风貌保护区之一，蟠龙天地也是上海首批完工“城中村”改造项目，历史可追溯至隋朝。蟠龙天地是未来之「市」，「市」是城市，也是街市，一种全新的商业聚落样本和城市生活形态。相较位于城区的传统商场，面对迥然不同的速度与能量，MINGSI作为商业聚落的独立单元，需要“此刻，可以慢一点”。隔壁既有行业竞品，又有独立卖手，柔情似水的江南古镇暗涌着物竞天择的残酷商业法则。

As one of Shanghai's 32 historical conservation areas, Panlong Tiandi is also one of the first completed projects of urban village transformation. Its long history can be traced back to the Sui Dynasty. Panlong Tiandi represents the future "city" with open street blocks, a new type of commercial settlement and urban lifestyle. Compared to traditional malls in the city center, facing different speed and energy, MINGSI needs to take a moment to slow down. With neighboring competitors and independent sellers, the cruel law of business competition lurks in the gentle and watery ambiance of this ancient water town.

基地位于蟠龙天地南市的主步行街区，这是一片源于水乡民居类型学，基于当代建造技术的新建筑群。三面沿街的单层独栋，拥有六米挑高的坡屋顶，在水平和垂直维度都拥有得天独厚的空间品质。“屋檐之下、大地之上”，一个具有体积感的钢筋混凝土盒子，如何填空和留白是破题所在。

The project is located in the main pedestrian street of Panlong Tiandi's south market, a newly constructed building cluster that originated from the typology of water town residences and adopted contemporary construction techniques. The single-story detached buildings along three sides of the street have a six-meter-high sloping roof, providing exceptional spatial qualities in both horizontal and vertical dimensions. "Between Roof and Earth," a volumetric reinforced concrete box, how to fill and empty the blank-leaving became the design clue.

项目位置，Site Plan © TOPOS DESIGN

建筑轴测，Isometric Drawings © TOPOS DESIGN

沿街立面，Street Façade © Kelvin Li

窗外夜景，Window Display at Night © Kelvin Li

首先，我们用光来抽象体量。拥有坡屋顶的前厅最高点净高6米，而后场因为设备平台的存在却只有3米的净高，我们为落差3米的连续空间提供了不同的剖面设计与照明系统。

Firstly, we abstracted the volume using light. The top of the lobby with the sloping roof has a net height of 6 meters, while the rear area, due to the equipment platform above the roof, only has a net height of 3 meters. We provided different sectional designs and lighting systems for this continuous space with a 3-meter height difference.

暗藏机电设备的坡屋顶天花由8组平行的巨大透光软膜组成，让前厅充满均质而柔软的白昼之光；后场平屋顶天花呈矩阵布置了20个定制水晶吸顶灯，3000K的色温模拟温暖的暮色之光。明暗对高低，让时间平行于空间中。

The sloping roof ceiling, hiding the MEP equipment, consists of eight parallel giant translucent membranes, filling the front lobby with homogeneous and soft daylight. The flat roof ceiling in the rear area features a matrix arrangement of 20 custom-made crystal lights, simulating the warm dusk light with a color temperature of 3000K. The interplay of light and shadow in high and low creates a parallel space-time.

前场的坡屋顶天花，Front Lobby Under Slope Roof Ceiling © Kelvin Li

前场日景，Front Lobby with Sunlight © Kelvin Li

剖透视图，Sectional Perspective © TOPOS DESIGN

前场与后场，Lobby and Rear Area © Kelvin Li

后场的平天花，Rear Area with Flat Ceiling© Kelvin Li

沿袭西方古典建筑设计的布扎体系（Beaux-Arts）有一套关于整体与局部的设计方法，即parti et poche。其中，parti可以理解为空间类型或范式，poche可以解释为实墙内的空间和功能。我们从古老的设计方法中获取灵感：延续现状结构，我们扩充了五道墙体为体块，用柚木包裹导圆角的矩形体，分别容纳了4个发光的衣架，2个胶囊状的更衣间，以及镶嵌手工砖的壁龛和储物间。

Beneath the sloping roof, there sits a huge central wooden table combining storage, cashier, and display, in line with MINGSI's sales strategy of "no cashier." With unconventional dimensions of 5 meters in length and 3 meters in width, this familiar yet unobtrusive warm mass floats on the earth. Thus, load-bearing walls disappear; the wooden blocks in both functional and visual growth make the interior space to flow harmoniously.

坡屋顶下安置了一个集收纳、收银、展示于一体的巨型中岛，源自MINGSI“去收银台”的销售策略。5米长，3米宽的非常规尺寸，犹如他山之石，陌生却不突兀的温润体块漂浮在大地之上。由此，承重的墙体消失了，取而代之的是容纳功能的柚木体，犹如温暖而坚实的岛屿，留白到恰到好处的空间由此流动起来。

Adopting the architectural methodology of parti et poche from the Beaux-Arts tradition, which emphasizes the relationship between the whole and the parts, we expanded the five existing walls into architectural blocks. Rectangular forms wrapped in teak wooden veneer were used to enclose four illuminated clothes-hangers, two capsule-shaped changing rooms, as well as the sink and the storage room finished with handcrafted brown bricks.

▼墙体生成图解，Diagram of Partitions © TOPOS DESIGN

▼室内轴测图,Isometric Drawings of Interior © TOPOS DESIGN

▼细节：壁龛与洗手台，Details：Niche & Sink © Kelvin Li

▼细节：壁龛与洗手台，Details：Niche & Sink © Kelvin Li

▼细节：柚木衣架，Details：Teakwood Hangers © Kelvin Li

▼细节：试衣镜，Details：Dressing Mirrors © Kelvin Li

▼细节：衣架与标牌，Details：Hanger & Label © Kelvin Li

▼细节：试衣间，Details：Fitting Room © Kelvin Li

场景制造家

Scenes Maker

“商业的本质是交易，一切的商业起点是让消费者获益。消费者买我们的而不买其他家的，是因为在我们这里获益更多。”搭建恰到好处的场景，乃至让场景成为产品的一部分，是设计让消费者获益的价值所在。TOPOS & MEEM为品牌设计的三条原则，成为了MINGSI建立视觉与空间体系的底层逻辑：

"The essence of business is transactions, and the starting point of all business is to benefit the consumers. Consumers choose us over others because they gain more from us." Building the proper scenes in supervising design, even making the scenes become the product, is the value of design lies in benefiting consumers. The three principles that TOPOS & MEEM designed for the brand became the logic for establishing the visual and spatial system of MINGSI:

1.城市建筑学：室内空间是城市肌理的内胆，我们提供一个与城市公共空间对话的私域空间。

1.Urban Architecture: Interior space is the poché of the urban fabric, providing a private domain that engages with the urban public space.

2.形式即媒体：立面作为面向消费者的主界面，我们建造一个品牌至上，宣言式的媒体立面。

2.Form as Media: The facade serves as the primary interface facing consumers, creating a brand-centric, declarative media facade.

3.空间叙事性：空间需要基于品牌的剧本和故事，我们构建一个具有传播记忆点的叙事性空间。

3.Spatial Narrative: Space needs to be built upon the brand's script and story, constructing a narrative space with memorable scenes.

在试运营期间，我们设计团队邀请摄影师Kelvin到刚竣工的现场拍定妆照，本以为会是空场，没想到人来人往，热闹非凡。店长甚至打趣说：“本来以为试运营期没啥人流，但是出乎意料的是，我们的试衣间不够用了……”

During the trial operation period, our design team invited photographer Kelvin to the site e just after its completion, expecting an empty place with few costumers. However, there was a bustling crowd. The store manager even said, “We thought there wouldn't be many people during the trial operation period, but unexpectedly, our fitting rooms are not enough...”

夜幕降临，古镇静卧，“屋檐之下、大地之上”的MINGSI HOUSE，沐光而行。

As night falls and the ancient town rests peacefully, MINGSI HOUSE becomes a lighthouse between roof and earth.