零售与服务空间设计的边界-Hi设计专访-店与面创意

零售与服务空间设计的边界

— Hi设计专访店与面创始人&创意总监邱启平

在见到邱启平之前，我一直对店与面这家广州的设计机构抱有一份好奇。究竟是什么魅力一直吸引着像海尔、美的、苏宁、阿里健康、爱尔眼科等一大批知名品牌与他们合作，而且有很多品牌的合作一直持续十几年。

直到来到店与面，与创始人、创意总监邱启平交流之后，从下午3点半聊到晚上10点半，7个小时下来，才慢慢感知到这背后的故事，以及他们在市场上的价值主张是什么。

作为国内几乎是最早在商业零售空间设计方向深耕的专业机构，他们理性、克制，那些隐藏在设计语言背后，经过对市场深刻洞察之后的策略能力，以及将策略与创意、设计整合起来的系统化交付才是他们在激烈的市场中存在并持续获得如此多知名品牌青睐的真相。

Before meeting Qiu Qiping, I had always been curious about Shop & Face, a Guangzhou-based design agency. What is the charm that has been attracting a large number of famous brands like Haier, Midea, Suning, Ali Health, Aier Eye and so on to cooperate with them, and many of them have been cooperating for more than ten years.

It was only after coming to Shop & Face and communicating with the founder and creative director Qiu Qiping, from 3:30 pm to 10:30 pm, 7 hours down, that I slowly perceived the story behind this and what their value proposition is in the market.

As a professional agency that was almost the first in China to plow deeply in the direction of commercial retail space design, their rationality and restraint, their strategic ability that is hidden behind the design language, after deep insight into the market, and their systematic delivery that integrates strategy with creativity and design are the truth that they exist in the fierce market and continue to gain the favor of so many famous brands.

很多时候，人的职业生涯充满了故事感和戏剧性。

时间回溯到10多年前的2008年，那一年，邱启平迎来了他人生中一次重要的机遇。

向他们团队抛来橄榄枝的是海尔集团，品牌方希望邱启平他们公司来设计世博会展馆。那时的邱启平尽管在空间领域做过许多案例，但这样的项目还是头一次碰到。时间紧，任务重，在设计工作室只有 3 人的情况下，大胆地接下了项目。接下来的时间，就是连着加班，累了直接睡公司，醒来接着干。快提案时，邱启平带着台式机去了青岛，在酒店办公，连续2晚没睡觉，通宵做图，最后的方案赢得了客户的赞许。

在后续执行过程中，为完成内部空间的装修跟进，邱启平带着团队连续7天吃住在世博馆，最后，邱启平在项目的完成度以及配合方面赢得客户的极致好评。

Many times, a person's career is full of stories and drama.

Back in 2008, more than 10 years ago, Qiu Qiping had an important opportunity in his life.

The brand wanted Qiu Qiping and his company to design the Expo pavilion. Although Qiu had done many cases in the field of space, this was the first time he had encountered such a project. With a tight schedule and a heavy workload, Qiu boldly took on the project with only three people in the design studio. The rest of the day was spent working overtime, and when he was tired, he went to bed and woke up. When the proposal was almost ready, Qiu Qiping went to Qingdao with his desktop computer and worked in a hotel, staying up for two nights in a row, working on the drawings overnight.

In the follow-up process, Qiu Qiping took his team to live and eat in the Expo Hall for 7 days in order to finish the interior decoration.

创业的美好就是在于挑战后被认可的价值感，在那次之后，包括海尔在内，许多品牌合作源源不断地找上门来，邱启平因此真正踏入了零售空间设计领域。邱启平把公司名字定位：店与面，就是为了能在业务范围和方向上显著的区别其他设计公司。从创业之初一直走到今天，店与面已经成为诸多500强品牌的战略合作伙伴。也因为深耕这个领域，成为中国商业零售与消费市场发展独特的见证者和观察者。

作为这个团队的领队，邱启平一直对市场有着特别敏锐的洞察和深度的思考。他发现，伴随着电商发展和新零售概念的崛起，这几年零售空间的设计在发生非常大的变化。

商品交付流程的变化极大影响着线下实体空间的设计逻辑。零售空间越来越多的强调体验。所以，在他眼里，商品零售空间的设计与服务空间的逻辑的边界开始变得模糊，这也为他们找到了新的市场机会。

但他也有些疑惑，过去传统零售空间中设计的理性部分被越来越多的感性的空间构建所取代。他始终觉得，没有内在的理性逻辑，那些感性的表象语言非常容易被透支，品牌的投入越来越大，但获得的只是昙花一现的网红感。在他眼里，基于逻辑的创作才是设计师需要持续坚持的那根金线。我想，这是店与面的核心能力，也是他们对自己价值观的坚守。

The beauty of entrepreneurship is the sense of value that comes with the challenge of being recognized, and after that time, many brands, including Haier, came to us in a steady stream of collaborations, which led to Qiu Qiping's real entry into the retail space design field. Qiu Qiping positioned the name of his company, Shops & Faces, in order to distinguish itself from other design firms in terms of its scope and direction. From the beginning of the company to today, Shop & Face has become a strategic partner for many Fortune 500 brands. It has also become a unique witness and observer of the development of China's commercial retail and consumer market because of its deep involvement in this field.

对话店与面创始人邱启平
Q=邱启平，H=Hi设计

品牌更强调用户在线下空间的体验和情绪价值

H：人货场三要素的变化改变了线下商业空间的功能、效率等，您如何看待近几年过年零售空间的变化？

Q：尤其是最近5-10年，伴随着互联网电商领域的发展与进步，传统的家电的营销与渠道发生了很大变化。我们的了解，国内某个我们服务过的品牌，十年前他们的线下传统渠道的销售占比是80%，但是近年来线上渠道占比80%，正好反过来了。

这些变化背后，影响着零售空间的设计方向，对设计机构也带来一些挑战和新的机遇。挑战是说，从整体的门店数量方面，品牌在大幅的减少线下传统门店的数量和预算。另一方面，品牌客户在旗舰店、体验店、概念店方面的预算在增加，对设计在商业空间里的价值更加认可。

H: The changes in the three elements of people, goods and space have changed the function and efficiency of the offline commercial space, how do you see the changes in the retail space in recent years over the years?

Q: Especially in the last 5-10 years, along with the development and progress of the Internet e-commerce field, the marketing and channels of traditional home appliances have changed a lot. Our understanding, a domestic brand we have served, ten years ago their offline traditional channel sales accounted for 80%, but in recent years the online channel accounted for 80%, exactly the opposite.

These changes affect the design direction of retail space and bring some challenges and new opportunities for design agencies. The challenge is that, in terms of the overall number of stores, brands are drastically reducing the number of traditional offline stores and their budgets. On the other hand, brand clients are increasing their budgets for flagship stores, experience stores, and concept stores, and are more aware of the value of design in commercial spaces.

H：从这些变化背后，您有什么样的洞察和思考？

Q：你会看到现在的门店它真正的交付不是在场一定要销售给顾客产品。从顾客角度来说，如果只是需要获得某个产品，可选择的途径太多了。但如果顾客要真正体验到产品的价值，只在线上并不能够完全解决。只有在线下实体门店，才能体验到真实的产品和品牌价值。很多产品交付的环节发生在线上，但是影响顾客做出消费决策和对品牌体验的完整体现却必须依赖更多维的线下空间。

从设计方面讲，品牌在线下门店的诉求方面，不再过于强调以产品交付效率为核心目标的导向，而转变为品牌价值、客户体验、客户互动等方面的顾客服务和情绪体验价值新导向。传统零售空间越来越服务化，与服务体验空间的边界变得越来越模糊。

H: What kind of insight and thinking do you have behind these changes?

Q: You will see that nowadays the store it really delivers is not present necessarily to sell products to customers. From the customer's point of view, if they just need to get a certain product, there are too many ways to choose. But if the customer wants to really experience the value of the product, only online is not a complete solution. Only in offline physical stores can we experience the real product and brand value. A lot of the product delivery happens online, but the complete reflection of the consumer decision and brand experience must rely on the more multi-dimensional offline space.

In terms of design, brands no longer place too much emphasis on the efficiency of product delivery as the core goal of their offline stores, but instead shift to a new orientation of customer service and emotional experience value in terms of brand value, customer experience, and customer interaction. The traditional retail space is becoming more and more service-oriented, and the boundary with the service experience space is becoming more and more blurred.

家电零售空间越来越倡导个性化和场景化

H：家电零售空间的设计趋势是什么？

Q：近年来，中国家电零售空间的设计趋势主要有以下几个方面

第一个是数字化和智能化：随着智能家居和物联网技术的普及，越来越多的家电零售店开始引入数字化和智能化元素。

第二个就是个性化和场景化：越来越多的家电零售店开始倡导个性化和场景化的消费理念，通过创造不同的场景来呈现产品的不同用途，例如展示厨房、卧室、客厅等不同场景的家电产品。这样消费者更容易了解产品的实际使用效果，提高购买欲望。

我们有一个概念叫空间及故事发生地。就是通过一条故事线和情节的设计融入到不同的产品特点，触达到用户的情绪点里，把客群对于产品的关注，融合进品牌的解决解决方案中，最后上升到用户的情绪关注点。

我们希望品牌不是单纯的售卖产品，更应该关注的产品和提供的服务。例如，现在一些品牌的高定类产品必须依赖线下，是线上替代不了。这些产品，品牌方需要的是一整套解决方案的输出，在线上是卖不出去的，需要一个场景化、智能化的零售空间。

第三个就是家电开始泛家居化：所以更需要空间设计的时候体现产品的特点和场景的融合。所以，一个好的门店设计，不单纯关注空间本身，更要关注到产品开发的那一刻，需要虑到未来品牌和客户交流沟通的场景。

H: What are the design trends of home appliance retail space?

Q: In recent years, the design trends of home appliance retail space in China are mainly in the following aspects

The first is digitalization and intelligence: with the popularity of smart home and IoT technologies, more and more home appliance retail stores are introducing digital and intelligent elements.
The second is personalization and scenario-based: more and more home appliance retail stores are advocating the concept of personalization and scenario-based consumption by creating different scenarios to present different uses of products, such as displaying home appliances in different scenarios such as kitchen, bedroom and living room. This makes it easier for consumers to understand the actual use of the product and increase their desire to buy.

We have a concept called space and the place where the story takes place. It is through a story line and the design of the plot into different product features, to reach the emotional point of the user, the customer's concern for the product, integrated into the brand's solution solution, and finally rise to the user's emotional concern.

We hope that brands are not just selling products, but should also focus on the products and services they provide. For example, some brands now have to rely on offline for their high definition products, which are not replaceable online. These products, the brand needs a full set of solutions output, online is not sold, need a scene, intelligent retail space.

零售与服务空间边界变得越来越模糊

H：从最初做家电零售品牌，到现在扩展到健康、医美等领域，面对不同的市场与客户，设计层面有哪些不同吗？

Q：商业消费空间，通常理解有两类，第一种是为品牌产品的展示的空间，在这里主要是以满足产品的交付为主要功能的空间，第二种是以服务、价值、体验为导向的这种商业空间，例如医美，我觉得它强化的是一种服务价值。

一个是给你交付产品，一个是给你交付完整的一个服务的流程。看似它有很大的差异，但是我觉得背后面核心创作逻辑，它其实是相通的。最核心的一点，我个人认为主要是价值的输出，最后客户来到这个空间，最终都是需要得到一个愉快的体验，无非是体验的结果不同，一个是要有形的产品，一个是要愉悦的满足感。

从这个角度，品牌方和设计师的出发点和侧重点有所不同，作为设计师，我们最关注的是消费者客群在空间里面得到了什么样的体验，什么样的价值认同。这一点才是我们所要思考。从底层思考，不管是普通的商品零售空间，还是以服务空间，本质的逻辑是一致的。

H: From initially being a home appliance retail brand, to now expanding to health, medical and aesthetic fields, what are the differences in design level in the face of different markets and customers?

Q: Commercial consumer space, there are usually two types of understanding, the first is for the brand product display space, where the main function is to meet the product delivery space, the second is the service, value, experience-oriented business space, such as medical beauty, I think it strengthens the value of a service.

One is to deliver a product to you, and the other is to deliver a complete process of service to you. It seems to have great differences, but I think the core creation logic behind it is actually similar. The core point, I personally believe that the main value of the output, the final customer to this space, the final need to get a pleasant experience, only the result of the experience is different, one is to have a tangible product, one is to be pleasant satisfaction.

From this perspective, the starting point and focus of the brand and the designer are different. As designers, we are most concerned about what kind of experience and value recognition the consumer customers get in the space. This is what we have to think about. Thinking from the bottom, no matter it is a normal commodity retail space or a service space, the essence of the logic is the same.

H：基于这种洞察，我们有哪些项目实践呢？

Q：2022年，我们帮爱尔眼科集团做了一个新的品牌叫爱尔西柚。我们通过大量的调研和分析发现，尽管人们来到眼科医院表面上是为了治疗近视眼，但底层的洞察让我们看到，治疗眼睛都动机是为了方便和美。

基于这样的洞察，我们发现空间需要触达客群，特别是年轻人，需要重塑一个新的空间形态。我们觉得空间不再是诊所和医院的概念，而是一个发现和制造美的场所。

所以，我们第一步是构建了一个零压力的社交空间，来满足触达客户与用户沟通交流的功能，在这里勾起用户好奇心，来帮助客户在线下获客。

H: Based on this insight, what are some of our project practices?

Q: In 2022, we helped Aier Eye Group with a new brand called Aier Grapefruit. We found through extensive research and analysis that although people come to eye hospitals ostensibly to treat their nearsightedness, the underlying insight showed us that treating the eyes is all motivated by convenience and beauty.

Based on this insight, we found that the space needed to reach out to the clientele, especially the young, and needed to reinvent a new space form. We felt that the space was no longer a clinic or hospital concept, but a place to discover and make beauty.

Therefore, our first step is to build a zero-pressure social space to meet the function of reaching out to customers and communicating with users, where we can arouse their curiosity to help them gain customers offline.

第二步是建立信任空间，把专业的设备、检测流程等开放出来，用一个玻璃的透明空间呈现业务，让顾客有参观感。

第三步就是帮助顾客来做决策。这个时候，我们赋予顾客更多的VIP体验，充分把品牌情感传递给顾客，并且把美学课堂等一些活动空间合理的安排在体验动线里，让顾客做出充分的零压力的决策。

尽管这些设计背后，我们都会围绕如何帮助品牌与顾客之间沟通，但从思考开始到策略制定再到最后的空间设计落地，我们颠覆了传统医美空间的设计逻辑，以顾客为核心，塑造了一个新的医美空间。

The second step is to build trust space, open out the professional equipment, testing process, etc., and present the business with a glass transparent space, so that customers have a sense of visit.

The third step is to help customers to make decisions. At this time, we give customers more VIP experience, fully convey the brand emotion to customers, and reasonably arrange some activity spaces such as aesthetic classroom in the experience dynamic line, so that customers can make full zero-pressure decisions.

Although behind all these designs, we will focus on how to help communication between the brand and customers, but from the beginning of the thinking to the strategy development to the final space design landing, we overturned the traditional design logic of medical beauty space and shaped a new medical beauty space with customers as the core.

H：这种思路背后有哪些具体的做法呢？

Q：我们提出了一个概念叫重构体验。我们通过体验触点的梳理，然后打散现有的逻辑关系，把所有的逻辑关系都碎片化。然后再根据我们的目标和思考，重构不同碎片，重新组合出一套全新的解决方案。

这个思路背后，会发现我们设计的每一个环节都指向一个目标，而所有的功能都是可以打散的，这种重塑后的逻辑，在加上空间、材料、关系、色彩等设计语言的表现，会在理性与感性之间找到共识，更好地解决客户需求。

H: What are the specific practices behind this thinking?

Q: We came up with a concept called reconfiguring the experience. We sort through the experience touchpoints and then break up the existing logical relationships and fragment all of them. Then, according to our goals and thinking, we reconstruct the different fragments and recombine them to come up with a new set of solutions.

Behind this thinking, it will be found that every aspect of our design points to one goal, and all functions can be broken up. This reshaped logic, when coupled with the performance of design languages such as space, material, relationship and color, will find consensus between rationality and sensibility, and better solve customer needs.

Behind this idea, it will be found that every aspect of our design points to one goal, and all functions can be broken up. This reshaped logic, when coupled with the expression of design languages such as space, material, relationship, and color, will find a consensus between rationality and sensibility, and better address customer needs.

让零售空间创新更有趣有效

H：店与面有一句话叫让零售空间创新更有趣有效，是不是就是这样来体现的？

Q：是的。因为我们发现，我们一大堆和客户讲的都是有效性，客户也希望听到这些。因为这是他们的核心关注点，你不管怎么样，最终指向还是有效。但仅仅只是讲有效性，对于用户来讲的话，你会发现看到这个品牌和另外一个品牌是没有区别的。

品牌需要有很鲜明的品牌个性。所以，我们提出有趣的概念。不是简单的乐趣，而是更高阶的空间体验。空间不只是容器，是产品体验的延伸。关注艺术给人的情绪，探寻空间艺术化和商业可持续性的平衡创造“每一瞬间都是唯一”。就是围绕顾客如何让他感兴趣。

H: There is a saying in Store & Face that makes retail space innovation more interesting and effective, is that how it comes across?

Q: Yes. Because we find that a whole lot of what we talk to clients about is effectiveness, and clients want to hear that. Because this is their core concern, no matter what you do, the final point is still effectiveness. But just talking about effectiveness, for users, you will find no difference between this brand and another brand.

Brands need to have a distinctive brand personality. Therefore, we propose the concept of fun. Not simply fun, but a higher-order space experience. Space is not just a container, it is an extension of the product experience. We focus on the emotion that art gives to people, and explore the balance between space art and commercial sustainability to create "every moment is unique". It's all about how to make the customer interested.

H：您认为店与面的核心竞争力是什么？

Q：其实，你发现不管设计机构还是品牌方，大家都在谈「客户体验」，但是能够真正把策略、设计表现和顾客体验结合的很好，都做到出色的并不多。我们的核心竞争力，其实就是把策略、创意和设计语言整合起来共同构建以客户需求、客户体验为导向这种系统化交付能力，我觉得这是店与面最核心的竞争力所在。

H: What do you think is the core competitiveness of stores and facades?

Q: In fact, you find that no matter design agencies or brands, everyone talks about "customer experience", but not many of them can really combine strategy, design performance and customer experience well and do it all excellently. Our core competitiveness is to integrate strategy, creativity and design language together to build a systematic delivery capability oriented to customer needs and customer experience, which I think is the core competitiveness of Shop & Face.

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