DINZ德网 | MOSOM墨森设计 · “空间叙事”驱动商业转化
Diversified Changes
Elegance Until Eternity
多元趋变，优雅永恒
颜值经济与悦己经济的持续增长下，“美业年轻化”蔚然成风。与之相伴的消费升级、客群迭代、女性消费心理变化，如何让美容会所抓住市场风口，从而提升实际转化率，成为探讨美业空间设计时的关键问题。
As the beauty economy and the self-pleasing economy continue to grow, “become younger through beauty industry” has become a trend. Faced with consumption upgrading, clientele iteration and changes in women consumer psychology, how to make beauty clubs grasp the market, so as to promote actual transformation rate has become a key issue when exploring the design of beauty industry spaces.
纵观当下设计市场，场所体验、空间美学、氛围感、沉浸式、艺术化......诸如此类热词，总是占据着行业认知。而究其根本，藏于背后的底层逻辑是什么？
Throughout the current design market, such hot words like venue experience, space aesthetics, atmosphere, immersion-style, and artistry always dominate the industry’s cognition. However, what’s the underlying logic behind them?
在琉璃皝宫的设计中，专注研究“新美力”的MOSOM墨森设计，跳脱设计本身，在“空间即品牌，场景即营销”的策略思维下，将这一命题聚焦于空间美学与场景情绪、品牌运营的双向主线，呈现出美学、情感价值与商业统一的复合态空间精品。正如其所言：“多元趋变，优雅永恒。面对本案，设计不止是做一个店，而是要挣脱单一风格的束缚，在真实「品牌营销场」的构建中，通过沉浸式空间情绪的引导与共鸣，达至不销而销的转化成效。”
In the design of Glass Palace Spa, MOSOM DESIGN with a focus on researching “new aesthetic power” has emerged from design itself. It centers on spatial aesthetics and scenario emotions & brand operation under the strategic thinking of “space is brand, scene is marketing”, with efforts made to create a complex quality space that unifies aesthetics, emotional value and commercial integration. As it said, “diversified changes, elegance until eternity. In this case, it not only designs a store, but to break away from the single style constraint. Amid the construction of a true “brand marketing venue”, work is done to achieve the potential effect of promotion without sales by the guidance and resonance of immersion-style spatial emotions.
月下树景·氛围延伸
Trees Under The Moon
Atmosphere Extension
“
空间氛围感，链接精神共鸣，
触及用户情绪锚点，
成就无形的品牌力。
”
“比起对美学的探讨，美业空间设计有着更明确的本质和目的 —— 盈利。体验经济的消费逻辑下，「目的性消费」已变化为「惊喜式体验」，氛围造景成为传递品牌内涵的生动方式。”漫步于此，月下树景、侘寂枯木、苍翠苔藓，绘写为幽静诗意的东方画面。对于商业转化而言，这是一种融于景寄于情的言说，是一种无形的品牌吸引力。
experience economy, purpose-centered consumption has turned into surprise-style experience, while atmospheric landscaping has become a vivid way to express brand connotation.” Roaming here, the moonlit tree, wabi-sabi dead wood and green moss paint a tranquil and poetic picture of the East. For commercial transformation, this is the way to convey emotions via scenes and an invisible brand appeal.
匹配目标客群对功能、品位、审美、精神的高标准，休闲区设计亦有十足考究。浓淡相宜的东方清韵，辅以氤氲的柔和灯光、细腻高级的深棕木质感，令优雅、舒惬、雅静之感流淌其间。
The leisure area is exquisitely designed to meet the high standards of function, taste, aesthetics and spirit of targeted clients. The appropriate oriental charm, combined with soft light and delicate, textured dark brown wood, make the room elegant, comfortable and tranquil.
由表及里，铺垫情境。对于MOSOM墨森设计而言，这一特定的场域氛围，不仅为消费客群带来其渴求的放松、治愈、精神享受，更在与客户建立忠诚度的过程中，触及其背后的流量与实际转化。
Pave the way from the surface to the context. For MOSOM DESIGN, this specific venue atmosphere not only brings the relaxation, healing and spiritual enjoyment that consumers desire, but also gains the popularity behind it and achieve actual economic transformation in the process of building loyalty with the clients.
正如设计师所说：“空间成为怎样的场景，取决于要为顾客创造怎样的体验。我们希望这里并非是极尽奢华的外在昭示，而是真实呼应人在美容院所产生的特定情感需求，这也是提升美业品牌亲密度并保持黏性的本质。”
As the designer said, "The kind of scene the space becomes depends on the kind of experience to be created for the clients. We expect that this location will be able to truly address people's unique emotional needs rather than simply be an outward display of excessive luxury. This is the key to increase intimacy and keep the stickiness of the beauty industry brand.”
这一逻辑下，突破固有的条条框框，以情绪的预设，推导空间的形式、节奏的递进、一隅一景的美，成为了设计师最大的考量。这般空间画面正如《阴翳礼赞》中所描绘的那样，“在暗淡含蓄的阴翳之下，一切都被笼罩在柔和的温情之中......滋生出‘万物皆有神灵’的美感。”真可谓“悠悠情趣，难于言喻”。
Breaking through the fixed rules with this logic, to deduce the form of space, the progression of rhythm and the beauty of each scene with emotional preset has become the designer’s greatest consideration. The spatial scene is just as described in In Praise of Shadows, “under the dark and subtle shadows, everything is enveloped in a gentle warmth. A sense of “all things are divine” is born. It’s truly leisurely interest that is difficult to describe.”
“与此同时，我们深信，在塑造一个好的空间之余，空间也会塑造人。这一过程中，我们藏在设计里的目的，即是在由氛围及感知的触达中，激发每一位步入其中的顾客产生心理变化，抵达与消费行为的联结。”
“At the same time, we firmly believe that in shaping a good space, space will also shape the person. During the process, the purpose we hidden in the design is to stimulate the psychological change of each customer who enters it, linking the consumer behaviour in the midst of touching atmosphere and the perception.”
筑造艺术·精琢生活
Refining life with art
“
艺术的使命
在于让美业空间成为
对生活方式的诠释
”
“保养、变美、变年轻，只是美容会所的表象。向内溯源，其本质来自于人们对健康高级生活方式的追求。”在这里，无论是当代的东方意境，还是精于细节的材质表达，均是为了精琢与客户匹配的生活质感。在这之下，筑就艺术的意义，突破表面叙事，形成源于生活的共振。
"To become beautiful and younger via maintenance is just the surface of the beauty club. Going back inwards, its essence comes from the pursuit of a healthy and advanced lifestyle." Here, both the contemporary oriental mood and the material expressions refined in detail are designed to create a quality life that matches the clients’. Beneath this, the meaning of art is to break through the surface to form a resonance born of life.
格栅、墙面肌理、悠悠淡光迎面而来，人们瞬间便被Spa空间释放出的安适舒惬之感包裹。“在生活方式的营造中，体验与感受，作为一种不可忽视的力量，总是在影响着人们的决策，并直击人心。”
Faced with the grille, textured wall and soft light, people will be instantly wrapped up in the sense of comfort and ease released by the Spa space. " In the creation of lifestyles, experience and feeling as the non-negligible force are always influencing people’s decisions and striking at the heart."
看，层层光影浮动；触，带来柔软与放松；嗅，感知鼻尖传来的阵阵精油香气。在环境的营造中，所有设计的出发点，均以一种接近无限亲切感的方式，调动着人的五感六觉，诉说着人于其间的沉浸式体验。
What you see are floating layers of light and shadow, what you feel are softness and relaxation, and what you smell is the aroma of essential oils wafting from nose. In the creation of the environment, all the design strive to mobilize visitor’s senses and deliver immersive experience, in a way with infinite sense of intimacy.
躺在舒适的床上，人的身体尽然放松下来。一幅简雅色彩的艺术版画挂置于墙壁，让随之映入眼帘的画面，也变得简约而高级。
Lying on a comfortable bed, one's body will relax as much as possible. A simple, elegantly coloured art print hangs on the wall, making the ensuing image simple and advanced.
在喧闹的都市，这里犹如一座安放生活的岛屿。碳灰色的墙壁、深棕的原木、摇曳的烛光，正是这些朴拙而素雅的物件，围合出归于本真的状态，令人感知身心的彻底放松。
In the hustle and bustle of the city, this place is like an island where life is at rest. It’s such simple and elegant objects like carbon grey walls, dark brown woods and waving candlelight that convey the true state of life and make people mentally relaxing.
循一场华美动人的琉璃光影走过，朦胧昏暗的笔触间，是烛光熠熠，连缀着雕花水晶的流动时光感，勾勒艺术情境，更唤起情绪。
In the hazy and dim environment, a flowing sense of time will be radiated by the shimmering candlelight and sculpted crystals, when following the gorgeous glazed light and shadow. Therefore, an artistic mood is created and emotions evoked.
DESIGN POSTSCRIPT
· 设计后记 ·
如何应对客户的需求？这是所有设计者亟需思考的问题。基于对市场、人群与空间的精准分析，MOSOM墨森设计则对这个问题有自己的见解。在新消费时代的今天，其应对方式简单而直接 —— 洞悉体验者情绪，创造特定场景，激活品牌价值。
How to respond to clients’ needs? This is a question that all designers need to think about. Based on a precise analysis of the market, the people and the space, MOSOM DESIGN has its own insight on this question. In the new consumer era, the method is simple and straightforward - to understand the emotions of the experiencer, create specific scenarios and activate brand values.
正如在琉璃皝宫中，回归“空间即品牌，场景即营销”的前端策略，其将空间视为销售行为的触点。在多元而优雅的艺术营造下，他们勾勒美学，却不仅限于此，而是将对空间的营造，转化为对用户心理、身心体验、生活方式的诠释。最终在商业穿透力与成本可控的前提下，这里作为一处生活美学治愈系坐标，深刻打动着消费客群，驱动实际的盈利转化。
As in the Glass Palace Spa, MOSOM DESIGN returns to the front-end strategy of "space is brand, scene is marketing", and regards space as a touch point for sales behaviour. With a diverse and elegant artistic approach, it creates an aesthetic that goes beyond that, transforming the creation of space into an interpretation of the user's psychology, physical and mental experience and lifestyle. In the end, under the premise of commercial penetration and cost control, the place serves as a healing coordinate of life aesthetics, deeply moving the consumers and driving the actual profit transformation.
琉璃皝宫平面图 Glass Palace Spa Plan
多年来，基于对泛美业的全方位深入洞察、研究与实践，MOSOM墨森设计提出“多元趋变，优雅永恒”的核心理念，发挥“空间即品牌，场景即营销”的前端策略思维，聚焦商业的高频认知与高效变现，为设计之外的附加值而不断创造。在设计中，我们横向考量客户的投入成本与回报周期，纵深剖析建筑结构、材质美学、业态逻辑、商业坪效、品牌运营等因素，将空间从严密的整体拆解为有机的个体，整合上下游资源并有效缩短从概念设计到商业落地之间的节点，促进回报效率与商业产值的最大化，最终呈现出功能、美学与情感价值统一的复合态空间精品 —— 风格多元、气质优雅。
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