Gensler×安踏：北京、上海安踏全新冠军店
适逢北京冬奥会2022年的举行，安踏作为北京冬奥会和中国奥委会的官方合作伙伴，推出全新高端设计门店以示庆祝。继Gensler助力安踏成功设计出第十代零售形象，并于中国各地联手推出多家旗舰店后，Gensler着手创造全新零售概念，旨在凸显安踏的专业运动品牌优势。
Coinciding with the 2022 Beijing Winter Olympics, ANTA, as the Official Sportwear Partner of the Beijing Winter Olympic Games and the Chinese Olympic Committee, has launched a new high-end design store to celebrate. Following Gensler’s successful cooperation with ANTA in developing their tenth generation retail identity and several flagship locations across China, Gensler embarked to create this new retail concept that aims to highlight ANTA's strengths as a professional sports brand.
安踏上海店
有别于标准安踏门店，新概念门店将提供国家队同款科技产品和冬奥特许国旗款产品以及最新设计的冠军高端训练系列 。这些产品可满足消费者在训练及日常生活中的使用需求。
Setting this concept format apart from the standard ANTA experience are the technical performance sportwear. The new concept store will provide sportwear designed with the same performance technology as the national team and items bearing the licensed national flag. The store also offers the newly designed high-end champion training series that can meet the needs of consumers in gym training and daily life.
为提升店内体验，使之与产品相得益彰，Gensler团队从理想的奥林匹克精神出发，融入与之相辅相成的体育场馆、运动及装备元素，致力于推出新概念门店。门店以简约风格的纯优原料建成，采用温暖的单一配色，并以“冠军”红色作点缀，令产品的技术细节在店内空间焕发光彩。为增强空间的性能质感，设计师所选材料均经得起反复触碰，可令顾客联想到安踏产品精工细作的品质。灯光与阴影反射交错，为占据小小一隅的门店营造活力四射、颇具感染力的效果。
Elevating the experience to match the products, the Gensler team pursued a concept based on the ideals of the Olympic Spirit and the stadiums, sports, and equipment that makes that Spirit possible. A minimal pure material palette of warm monochrome colors, accented with “champion” red, enables the technical details of products to really shine in the space. To enhance the performance feeling of the space, all the chosen materials possess a tactile quality that evoke the engineered and highly designed qualities of ANTA’s products. Lights and shadows reflect and play across the space, creating a powerful and dynamic impact for such a small footprint of a store.
安踏品牌 CMO朱晨晔表示：“全新的安踏冠军店是专业为本品牌向上的重要举措， 很高兴能再次和 Gensler合作， 给消费者带来全新的品牌体验.”
Lydia Zhu, CMO at ANTA said, “The new ANTA Guanjun Store marks an important milestone for the brand. We are very happy to cooperate with Gensler once again to bring to consumers new brand experience.”
Gensler大中华区零售商业专业负责人张景翔表示：“Gensler与安踏合作推出最新的安踏冠军店，再次展示了我们的长期合作关系与承诺。”
Richard Chang, Gensler Greater China retail leader said, “Gensler’s latest collaboration with ANTA Group on this Olympic-inspired retail concept is another great showcase of our commitment and long term relationship.”
安踏北京店
Gensler呼应之前与安踏的合作，巧妙运用健身房零售装置唤起顾客对奥运会体验的想象。无论是“接力棒”墙面货架系统、“乒乓球”产品桌或是“跳高”挂架，这些产品装置均可令人想起奥运会项目的不同元素。形似体育馆跑道的天花板、常用于体育场馆的灯具、跑道同款几何图案幕墙与地毯，以及超大屏的数字屏幕等具体的细节布置，令顾客仿佛置身于奥运会体育场馆。最后，以领奖台等关键的奥运元素呈现重要的视觉营销时刻。
Going along with Gensler’s previous ANTA’s collaborations, our designers evolved the Tenth Generation gym retail fixtures into Olympic experience inspired fixtures. The product fixtures all recall different elements of Olympic sports, whether it be the “relay baton” wall shelf system, the “ping-pong” product table, or the “high jump” hanging rack. Other items more specifically call back to Olympic stadiums such as our coliseum ceiling tracks and stadium lamps, athletic track inspired graphic wall curtains and carpets, and jumbotron digital screens. Lastly key Olympic elements such as the medal podium serve as essential visual merchandising moments.
所有元素交相辉映，并以技术及性能导向型产品为载体，传递职业体育的传承精神。新概念门店旨在迎合追求高端性能、民族自豪感和热爱安踏产品的消费群体，为安踏开辟了全新的市场类别。随着安踏的持续扩张，并在全球范围内大放异彩，这一零售平台的推出有力提升了安踏的竞争优势，令其有望在未来继续夯实其中国专业运动品牌领导者的地位。
All of these elements combine to create a feeling of professional sports legacy rooted in technical and performance-oriented products. This opens up a new market category for ANTA rooted in a consumer base that reaches beyond ANTA super fans into a world of high-level performance and China-pride. As ANTA continues to grow and shine in the eyes of the world, this retail platform firmly elevates the brand and continue to consolidate its position as a leader in China's professional sports brands.
安踏上海店门头
北京APM安踏冠军店：北京apm购物中心
Beijing APM ANTA Guanjun Store: Beijing APM Shopping Mall
上海IAPM安踏冠军店：上海环贸iapm商场
Shanghai iapm ANTA Guanjun Store: Shanghai iapm Shopping Mall
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