▲店铺外立面 / main facade
织梦：构筑松弛梦境，打造奇幻氛围
Dream Weaving: Crafting a Relaxed Dreamscape and a Fantastical Ambience
长沙潮宗历史文化街区，不是典型的古建筑聚集地，而是一个自由、包容、充满生活气息的场所。本地居民与年轻人交织，共同营造了一种漫无目的、自在松弛的城市氛围。正是在这样的环境中，sômthin'else 长沙店应运而生——一个承载梦境、自由与创意的奇幻空间。
The Chaozong Historic and Cultural District in Changsha is not a conventional cluster of ancient architecture but rather a space that embodies freedom, inclusivity, and the rhythms of everyday life. Local residents and young creatives intermingle, cultivating an unhurried, effortless urban atmosphere. It is within this context that sômthin’else Changsha emerges—an imaginative space that embraces dreams, creativity, and unbounded exploration.
▲店铺外立面 / facade
店铺坐落于街区的转角位置，拥有双面外立面设计，以最大化品牌的可见度与互动感。整体色调选用大胆且柔和的粉色，并融入弧形柔和曲线，呈现出类似充气气球般的轻盈感，仿佛漂浮在街区之中。这种视觉语言不仅回应了潮宗街区的松弛氛围，也让品牌更具吸引力，激发行人的好奇心。
入口区域的品牌 IP 被塑造成一个富有趣味性的艺术装置：戴着夸张太阳眼镜的卡通形象与拟人化仙人掌，成为吸引顾客拍照打卡的标志性元素。同时，发光的品牌 Logo 结合粉色墙面，营造温暖氛围，并融入复古霓虹灯的视觉记忆，使街区的烟火气息与品牌的奇幻风格完美融合。
Situated at a corner of the district, the store features a dual-facade design that maximizes visibility and engagement. The overall palette is a bold yet soft pink, complemented by flowing curves that evoke the lightness of an inflatable balloon, as if the store itself is gently floating within the streetscape. This visual language not only resonates with the relaxed character of Chaozong Street but also enhances the brand’s appeal, sparking curiosity and intrigue among passersby.
At the entrance, the brand’s IP is transformed into an eye-catching art installation—a whimsical cartoon figure donning oversized sunglasses alongside a personified cactus, becoming a signature element for visitors to capture and share. The glowing brand logo, set against the pink walls, creates a warm atmosphere, while the nostalgic neon lighting integrates the vibrancy of the district with the brand’s fantastical aesthetic.
奇遇：沉浸式体验，唤醒探索欲望
Encounters: An Immersive Journey That Awakens Curiosity
▲咖啡吧台区域 / coffee area
从咖啡吧台开启一场奇趣之旅。
步入店铺，右侧就是一个温暖柔和的咖啡区域。这里不仅是一个提供饮品的场所，更是品牌营造沉浸式体验的起点。粉色瓷砖包裹的弧形吧台，与整体空间色彩和谐统一，形成治愈且梦幻的视觉效果。
座位区延续轻松愉悦的调性，黄色泡沫软椅搭配蓝色小桌，与可爱的玩偶元素一同构成一个温馨又充满童趣的角落。这里不仅提供片刻休憩的空间，也让人们自然地融入到 sômthin'else 精心编织的奇幻世界中。
A Whimsical Adventure Beginning at the Coffee Bar.
Stepping into the store, visitors are welcomed by a warm and inviting coffee area on the right. This is not merely a place to serve beverages but the starting point of a fully immersive brand experience. The curved coffee counter, wrapped in pink tiles, harmonizes with the overall color scheme, creating a soothing yet dreamlike visual effect.
The seating area continues this lighthearted ambiance, featuring yellow foam lounge chairs paired with blue side tables, complemented by playful figurines that add a sense of childlike wonder. This space not only offers a moment of rest but also seamlessly draws visitors into the whimsical world woven by sômthin’else.
▲展示区域 / display area
层层递进后，不断展开的彩色体验空间，充满童趣与梦幻，蓝色的区域为原有的柱子，也进行了橱窗式的处理，让空间中的原始结构彻底消隐，处处是展示。在这些不经意的角落，能够让顾客探索发现更多的新奇商品。
Moving further in, the store unfolds in layers, revealing a colorful and dynamic experiential space filled with playful elements. A deep blue zone, originally structural columns, has been reimagined as window-like displays, blurring the boundaries between architectural elements and retail storytelling. Hidden corners throughout the space encourage visitors to discover new and surprising products.
▲展示区域 / display area
店内的产品展示区打破了传统零售的单一陈列模式，以“探索感”为核心，打造层次丰富的购物路径。不同的展示装置交错排列，形成开放与半开放的购物体验，使顾客在步行中不断发现新的惊喜。
The product display area breaks away from conventional static retail layouts, instead prioritizing a sense of exploration. A multi-layered shopping path is carefully curated, where interwoven display structures create a blend of open and semi-open experiences. This arrangement allows customers to continuously uncover new surprises as they navigate through the space.
▲旋转寿司台/ rotating sushi conveyor
▲旋转寿司台/ rotating sushi conveyor
最具特色的设计之一，是将“旋转寿司台”概念引入首饰展示区，使商品陈列更具动感与趣味性。商品在旋转轨道上流动，打破静态展示的界限，让购物成为一场富有互动感的探索旅程。
One of the most distinctive design features is the introduction of a “rotating sushi conveyor” concept in the jewelry display section. By setting the products in motion along a rotating track, the traditional boundaries of static display are transcended, transforming shopping into an interactive journey of discovery.
▲多种展示形式/ display shelves
玩偶被悬挂在柱子上展示，波浪的墙面夹杂着错落的展架，有的展架长了“脚”，有的则长了“角”。我们也让这些道具的设计彻底与空间的梦境融为一体。
Elsewhere, plush toys are suspended from columns, undulating walls house staggered display shelves—some with “legs,” others with “horns”—blurring the line between object and architecture. These elements integrate seamlessly into the dreamlike environment, reinforcing the store’s imaginative narrative.
▲展示区域 / display area
探索：隐藏的口袋空间，开启寻宝冒险
Exploration: Hidden Pocket Spaces for a Treasure Hunt Experience
▲口袋展示区 / pocket spaces
空间内特别设置了两个“口袋型”展示区，如同隐藏的秘境，每个小空间都仿佛是一座山洞，藏匿着不同的商品与独特的布景。顾客如同探险家，穿梭其中，在每一次游走的瞬间都能感受到“别有洞天”。
Two specially designed “pocket spaces” are discreetly integrated within the store, resembling hidden chambers waiting to be discovered. Each of these intimate alcoves is like a miniature cave, showcasing curated products against unique backdrops. Visitors, akin to explorers, weave through these concealed realms, encountering unexpected delights at every turn.
▲口袋展示区 / pocket spaces
这种空间设计不仅提升了购物的互动性，还让消费者在探索的过程中建立独特的记忆点，使购物体验不只是购买商品，更成为一场妙趣横生的冒险旅程。
This spatial concept not only enhances the interactive nature of shopping but also fosters memorable experiences, ensuring that every visit to sômthin’else transcends mere retail—it becomes an adventure of discovery and surprise.
让探索成为 sômthin'else 的日常
Making Exploration a Daily Ritual at sômthin’else
长沙店的诞生，不仅是 sômthin'else 品牌理念的延续，更是一场与城市气质的深度对话。它汲取了潮宗街区的松弛、包容与自由，以创新设计打造梦幻、奇遇与探索并存的空间。这里不仅仅是一个零售店铺，更是一个可以随心停留、自由探索、偶遇惊喜的场所。在这里，创意与生活交织，探索与松弛共存，每一位踏入这片奇幻之地的游客，都能找到属于自己的奇物与奇遇。
The Changsha store is not just a continuation of the sômthin’else brand philosophy—it is a profound dialogue with the city’s character. Drawing from the district’s sense of ease, inclusivity, and spontaneity, the store employs innovative design to create a space where dreams, encounters, and exploration coexist. More than just a retail outlet, it is a place where visitors can linger, roam freely, and stumble upon delightful surprises. Here, creativity and everyday life intertwine, curiosity meets relaxation, and every visitor is invited to find their own sômthin’else—their own moments of wonder and discovery.
▲平面图Plan ©域式建筑
项目信息
项目名称：sômthin‘else 另有奇物
设计方：域式建筑 UStudies Architects
项目设计 & 完成年份：2024.08 – 2025.1
主创及设计团队：付强，周子璇，何勃隆
项目地址：长沙潮宗街
建筑面积：330㎡
摄影版权：UK Studio
项目文章：刘羽
客户：sômthin‘else 另有奇物
Project Information
Project Name: sômthin‘else
Design Firm: UStudies Architects
Design & Completion Period: August 2024 – January 2025
Lead Designers & Team: Fu Qiang, Zhou Zixuan, He Bolong
Project Location: Chaozong Street, Changsha
Total Area: 330㎡
Photography Credits: UK Studio
Project article：Liu Yu
Client: sômthin’else
来源：本文由域式建筑 UStudies Architects提供稿件，所有著作权归属域式建筑 UStudies Architects所有。
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