Dickies旗舰店/oftn工作室

Dickies旗舰店/oftn工作室
Dickies Flagship Store / oftn studio

独特设计与品牌融合：Dickies 旗舰店的设计巧妙地将品牌的历史与现代元素相结合。保留了具有历史感的建筑外观，与 Dickies 强调的耐用性和真实性完美契合。店内采用明确的分区策略，钢铁和木材的运用突出了不同产品类别，合作区的设计更是为品牌合作提供了现代化平台。这种布局既提升了客户体验，又展现了品牌的多功能性，将 Dickies 的品牌理念与建筑历史紧密联系在一起。

创新元素与未来展望：木材和金属等材料的运用确保了空间随时间老化后仍能保留品牌精髓。屋顶的模块化长椅可堆叠转化为展示架，体现了品牌的核心价值观。Dickies Seongsu 旗舰店成功地在保留历史根源和引入现代形象之间找到平衡，成为品牌身份的持久证明。它融合新旧元素，为品牌的未来发展奠定了坚实基础，必将在未来持续受到喜爱和关注。

建筑师提供的文字描述Text description provided by the architects. Dickies, an iconic American workwear brand, has opened its first flagship store in Korea, located in Seongsu, Seoul. This project was launched by Musinsa, aiming to shift Dickies' image in Korea while preserving its core values. The site was formerly a leather goods store housed in a 40-year-old building. The aged exterior, with its weathered red bricks, was retained to reflect the historical context of Seongsu, an area known for its industrial past.

© Yong-joon Choi

Plan

© Yong-joon Choi

该建筑的自然老化与Dickies的品牌标识非常吻合，Dickies强调耐用性和真实性。为了传达现代和传统的感觉，立面进行了最小的改动，用大窗户吸引人们对内部的注意力，创造了一种身临其境的体验，同时通过最少的标志保持谦逊的存在。
The building's natural aging aligned well with Dickies' brand identity, which emphasizes durability and authenticity. To convey both a modern and traditional feel, the facade was minimally altered with large windows that draw attention to the interior, creating an immersive experience while maintaining a humble presence through minimal signage.

© Yong-joon Choi

在店内，商店展示了各种各样的服装和商品，并采用了明确的分区策略，以提高客户体验和销售额。钢铁和木材被战略性地用于强调该品牌的不同产品类别，而合作区的设计则是为了脱颖而出，为Dickies与其他品牌的合作提供了一个现代化的平台。这种布局不仅提高了产品的知名度，也有助于商店的整体功能，有助于引导游客顺利通过不同的区域。内墙和天花板保持原样，以保留时间的痕迹，这是一个深思熟虑的选择，将Dickies的长寿和韧性品牌理念与建筑的历史联系起来。
Inside, the store showcases a wide range of apparel and goods, structured with a clear zoning strategy to enhance both customer experience and sales. Steel and wood were strategically used to emphasize the brand’s different product categories, while the collaboration zone was designed to stand out, providing a modern platform for Dickies’ partnerships with other brands. This layout not only boosts product visibility but also contributes to the store’s overall functionality, helping to guide visitors smoothly through different sections. The interior walls and ceilings were left untouched to preserve the traces of time, a deliberate choice to connect Dickies' brand philosophy of longevity and resilience with the building's history.

© Yong-joon Choi

木材和金属等材料被纳入其中，以确保随着空间的不断老化，它将保留甚至增强品牌的精髓。更衣室和储物区采用了更现代的设计，形成了鲜明的对比，突显了空间的多功能性。楼梯将游客带到一个不同的区域，更衣室附近展示着过去季节的合作项目，实现了过去和现在的无缝融合。
Materials like wood and metal were incorporated to ensure that as the space continues to age, it will retain and even enhance the brand's essence. The changing room and storage areas feature a more modern design, offering a contrast that highlights the versatility of the space. The staircase leads visitors to a different zone, with collaboration items from past seasons displayed near the changing rooms, providing a seamless blend of past and present.

屋顶上安装了模块化长椅。这些长椅可以堆叠并转化为展示架，通过使用其标志性材料——木材和金属，体现了该品牌的核心价值观。这种动态家具进一步增强了商店的适应性和多功能性。
On the rooftop, modular benches have been installed. These benches can be stacked and transformed into display shelves, embodying the brand’s core values through the use of its signature materials—wood and metal. This dynamic furniture further enhances the store's adaptive, multifunctional approach.

Dickies Seongsu旗舰店成功地弥合了保留品牌历史根源与为韩国市场引入新鲜、现代化形象之间的差距。通过融合新旧元素，这个空间成为Dickies品牌身份的持久证明，确保它在未来几年内仍然具有相关性和受人喜爱。
The Dickies Seongsu flagship store successfully bridges the gap between preserving the brand's historical roots and introducing a fresh, modernized image for the Korean market. By merging old and new, the space becomes a lasting testament to Dickies’ brand identity, ensuring that it will remain relevant and beloved for years to come.