覔書店是一個全新的城市人文體驗書店品牌，它是集閱讀文化、文創產品、主題咖啡、兒童成長與講座交流的生活文化空間。從零開始，靳劉高設計為客戶創意命名，確立品牌定位，設計整體視覺形象，以至空間規劃與設計落地，全方位的打造品牌體驗。從2014年至今已完全設計4間，落成營運的有3間。

面對的挑戰

客戶方“友誼書城”是深圳規模最大的民營連鎖書城品牌，但在當下移動互聯時代，電商平臺迅速搶占實體書店用戶資源，傳統書店經營面臨極大的挑戰。另一方面，以社區為中心的城市綜合體越來越多，城市人亦需要一個可以讀書的空間，一個休憩心靈的場所，書店需要全方位升級為客戶創造更好的生活體驗，更好地平衡人文與商業的關系。“友誼書城”找到我們的時候，正在考慮進駐周邊擁有30萬人口的深圳龍華九方購物中心，以“生活社區、小康家庭、中產階層”的商業定位，希望為城市家庭提供了一個新型文化概念書店品牌。

我們提出的新品牌命名為“覔書店 READING MI”。“覔”通古文“覓”，有探求、尋覓之意，契合當下書店文化氣質，也表達當下消費人群獨特的態度和自由精神。很多人會分拆覔字念作“不見書店”，其實亦是有意思的特色：人之所以尋覓，是因為有所不見。好的命名，能產生傳播話題性，又能激發想像。形象設計簡潔大方，表現出書店的獨特文化氣息。

覔書店首次亮相于深圳的九方購物中心，面積約1000平米，是一個綜合型銷售與體驗空間，店內分為圖書區、咖啡區、文創區和繪本館，每個區域以不同的產品陳列方法創造差異化的顧客體驗。在設計過程中，我們希望空間中有一些品牌的DNA，可以看到入口處的環形高架圖書，創意來源于大英博物館的環形書架，書架內設置了軟包座椅，傳遞的是一種“人書合一”“書海擁懷”的人文理念，亦是一個熱門的自拍位置。

深圳九方店

在陳列開放的文創產品區另一側是“覔咖啡”，是出一個書吧休閑體驗區，亦是一個可以搞小型工作坊與講座的空間。

兒童繪本館在書店的較深處，給兒童一個充滿想像力的閱讀空間，讓家長與兒子可以共待靜好的時光。

整個空間呈現出簡約時尚的風格，細節講究協調而精致。城市人口都極需要心靈的休憩空間，覔書店以一種清新的品牌體驗與感知，在開業不到一年的時間，以其簡約精致的風格迅速活躍在微博、知乎、微信等社交媒體之上，并上榜“十大最美書店”。后繼的開店在統一SI的規范下亦作迭代演變，系統越趨成熟。

東莞厚街店

東莞君尚店

2015年覔書店對外發布品牌及終端形象后，在國際國內大賽及媒體中備受關注。

2015A&D Trophy Awards ：商業類空間設計優秀獎 

2015金點設計獎：金點設計獎- 空間類 

2015最成功設計獎：最成功設計大獎- 空間類

2015中國之星：空間類入圍獎 

第二屆中國設計大展：終審作品 

媒體：INDESINGNL LIVE 

媒體：界面

Reading Mi

Given the convenience and growing popularity of e-readers, physical bookstores doubtlessly have to do more to draw in the customer.

Located in 9 Square, a shopping mall in Shenzhen, China, Reading Mi is a lifestyle bookstore and concept store that aims to capture the huge market of 300,000 residences situated in the new and developing Long Hau District.

At Reading Mi, visitors can spend their leisure time pouring over books, but also shop for cultural design products, have coffee, and participate in workshops and seminars.

“The brand in Chinese is pronounced as ‘Mi’, which literally means ‘to search’. It is an ancient word so not many people know how to read it, and many would see it as a combined word of ‘不’ & ‘見’, which reads as ‘not seen’. So it is this ambiguity that makes up the magic of the brand story: since you can’t see the truth, therefore you are searching. Reading Mi [is a place] to search for your inner self. The bookstore is the cultural core, everything [else] spirals around it,” explains Hong Ko, partner atKL&K Design – the firm responsible for creating the project’s total brand experience.

The brand identity is based on the graphic representation of bookshelves. The overall layout of the store therefore neatly follows the linear grid of bookshelves, but as Hong Ko points out, there are also “a lot of [examples] of the witting marriage of graphics and space”, which is a one of the firm’s core strengths.

The bookstore makes up a third of the 994 square metre space, with the remaining areas allocated to a cultural/design product section, a café, and a children’s illustration book house.

A cylindrical floor to ceiling bookshelf with cushioned seating serves as a key focal point in the store. “We call it ‘the man and book united nook’,” says Hong Ko, “It serves as a strong visual DNA as well as a social media ‘photo opportunity’ (which has proven to be quite successful).”

By incorporating multiple retail and lifestyle experiences in a single, cohesive space, Reading Mi has certainly considered all ways to attract the customer of today.

英文轉自：INDESIGNLIVE HonGKONG ——“PUTTING THE LIFESTYLE IN RETAIL”

http://www.indesignlive.hk/articles/projects/putting-the-lifestyle-in-retail