LICO WORK
Novacolor诺瓦品牌体验店 惠州首店
惠州市惠城区 中国 2020
SERVICE BACKGROUND I 项目服务背景
Decorative Materials - Italian Art Coatings
诺瓦品牌体验店惠州首店的室内建筑设计项目，如何在深度契合诺瓦“创意创新、直觉探索”的品牌理念基础之上，将“自然肌理色彩”的创新型艺术涂料产品的可行性开发进行结合，同时更重要的是如何破除传统货架陈列产品的方式，创造专属于诺瓦品牌的全新顾客体验，从而确立诺瓦品牌体验店的独特视觉与空间体验，将作为此次设计工作的焦点。
The interior architectural design project ofNovacolor Brand Experience Store, No. 1 in Huizhou underlines how to conform tothe brand concept of Novacolor and the feasibility of the innovative artcoating product development. At the same time, the focus of this design projectis to break the traditional way of displaying products by shelves, and furthermorecreate a brand new and exclusive customer experience of Novacolor in order toestablish the unique visual and spatial experience of Novacolor BrandExperience Store.
立足于对诺瓦品牌理念与建材行业空间的理解与分析，我们决定为诺瓦营创一所“让品牌直接与顾客对话”的探索空间、对话空间。室内建筑设计工作主要解决三大问题：第一、设计的起点与终点始终聚焦于诺瓦的品牌理念；第二、设计语言元素紧密围绕诺瓦产品特性；第三、功能取舍与构成形式要实现“产品即空间，空间即产品”。
Based on the understanding and analysis ofNovacolor’brand concept and the space of building materials industry, we decideto create an exploration and dialogue space for Novacolor to "enable thebrand directly talk to customers". The interior architectural designmainly solves three problems: first, the starting point and ending point of thedesign always focus on the brand concept of Novacolor ; second, the designlanguage and elements centers closely on the product features; third, theselection and composition of functions should achieve the goal that"product is space, space is product".
设计师打破传统的展厅形式，选择用产品筑造空间营造氛围的方式，更直接地诠释了品牌的理念，展示了产品的魅力，也恰到好处地传递了我对市场对客户对环保对品质的态度。但对我而言，最大的收获是在和设计师沟通的过程当中，深受启发，进一步明确了自己未来的经营模式。展厅完工投入使用50天以来，吸引无数路人驻足，来参观的设计师、业主络绎不绝，对设计对产品均赞叹不已，给予了极高的评价，同时也引发了大家对空间美学的更多探讨。感谢设计师用精心创意为涂料与空间与生活与设计创建了一个无与伦比的对话环境。
—— 吴冠桦，坤亚实业创办人，2021年01月01日
The designer breaks the traditional form ofexhibition hall and chooses the way of building space with products to create acertain atmosphere, which directly interprets the concept of the brand, showsthe charm of products, and also properly conveys my attitude towards themarket, customers, environmental protection and quality.But for me, the biggestharvest is that, in the process of communication with designers, I was deeplyinspired and further specified my future business model. Over the 50 days sincethe exhibition hall was completed and put into use, it has attracted numerouspassersby. Designers and customers came to visit it in an endless flow,praising the design and products and giving high comments. Meanwhile, it hasalso triggered more discussions on space aesthetics. Thank the designer forcreating an unparalleled dialogue environment for paint, space, life and designwith meticulous creativity.
—— Guanhua Wu, Kunya IndustryFounder，01/01/2021
DESIGN SERVICE STRATEGY I 设计服务策略
意大利高端艺术涂料品牌Novacolor于1982年成立,受益于其极具直觉和创造力的管理及精心选材，迅速发展, 为世界各地的建筑师和设计师提供内外墙全系列的质感效果, 石灰基以及用于现代城镇或历史古镇的艺术涂料。Novacolor品牌体验店惠州首店的室内建筑设计工作，委托于惠州极具创造力与高品质出品的LICO力高设计。
Novacolor, a high-end Italian art paint brand,was founded in 1982. Thanks to its intuitive and creative management andcareful selection of materials, Novacolor has developed rapidly, providingarchitects and designers around the world with a full range of texture effects,lime base and art paint for modern towns or historic towns. The interiorarchitecture design of Novacolor Brand Experience Store, the first one inHuizhou, was commissioned by the highly creative and high-quality LICO Design.
创新力、高品质、对话是LICO力高设计的灵魂，基于Novacolor品牌客群以建筑师与设计师为主体，Novacolor对创新型、直觉、可行性、品质的品牌追求，以及LICO主张的50%DESIGN的设计理念等多维度考量下，“探索与对话”成为Novacolor品牌体验店室内建筑设计工作的核心理念，LICO将空间主题命名为“Between Worlds”，意为两个世界之间的互相探索与对话：涂料与建筑、直线与曲线、宇宙与人类、内与外、虚与实、个体与整体、品牌与顾客… …设计语言、元素及表达围绕Novacolor产品特性“自然肌理色彩”而展开。
Innovation, high quality and dialogue is thesoul of LICO Design. Taking into account that architects and designers are thedominant clients of Novacolor,and the brand pursuit of Novacolor is focused oninnovation, intuition, feasibility and quality, as well as the 50% DESIGNconcept of LICO,〝exploration and dialogue〞has become the core concept for the interior architectural design ofNovacolor Brand Experience Store. The space theme is named Between Worlds byLICO, meaning mutual exploration and dialogue between two worlds: paint andarchitecture, line and curve, universe and human, inside and outside, virtualand real, individual and whole, brand and customer etc.. The design language,elements and expressions all develop from Novacolor's product features,〝nature, texture and color".
Novacolor Store·Huizhou，LICO设计团队将Novacolor的产品与特性最大程度的直接运用到建筑外观、室内建筑以及空间装置上，希望区别于传统的产品展示方式，通过产品的直接运用，让访客和顾客可以直接与品牌对话。Novacolor品牌理念和产品特性借由建筑空间直接传递，以释放访客和顾客的自主性与选择权，访客与顾客自主自然地完成探索、感知、对话、认同、选择的过程。
Novacolor Store·Huizhou，The LICO Design team directly applies Novacolor's products andfeatures to the architecture's appearance, interior architecture and spatialinstallation to the maximum extent. With the direct application of products, wehope to distinguish from the traditional way of product display and enable thevisitors and customers talk directly with the brand. The brand concept andproduct features of Novacolor are directly conveyed by the architectural spaceto release the autonomy and choice of visitors and customers, who naturallycomplete the process of exploration, perception, dialogue, identification andselection.
DESIGN SERVICE RESULTS I 设计服务成果
PROJECT INFORMATION I 项目信息
Entry name I NOVACOLOR STORE·Huizhou
Company Website I licogd.cn
Contact E-mail I licogd@163.com
Project Design & Completion Year I 2020.12
Main Creative & Design Team.
Main creative design I Eric Chon
Design team I Zhu Yanghuan, Lin Feng, DongHuabin, Luo Qiuyue.
Technical Director I Xian Jinghua.
Construction execution I He Changhui.
Project Address I Yanda 2nd Road, Huicheng District, Huizhou City
Photography Copyright I Ouyang Yun
Novacolor诺瓦，“I colori dell’Architettura”与“BE CREATIVE”是诺瓦自1982年创立以来长期持守的品牌理念，“Create your own visualstyle，let it be unique for yourself.”是 NOVACOLOR诺瓦作为国际知名的建筑涂料和室内外艺术漆的高端品牌信仰的价值主张。NOVACOLOR为世界各地的建筑师和设计师提供特殊涂料, 纹理, 高性能, 创新材料, 环保, 和高效低成本的解决方案以及全球性的技术支持等。将创意, 直觉和对新产品可行性开发的研究结合起来, 使Novacolor成为世界范围内的艺术漆领导品牌, 并成为知名建筑设计工作室和专业装饰墙艺设计师公认的合作伙伴. 今天Novacolor在50多个国家都有代表作, 并与国际知名合作伙伴的合作引以为荣。
