完美日记新零售总部

完美日记被称为“国货之光”，仅用了三年时间就成为炙手可热的超一线国货彩妆品牌。完美日记的母公司逸仙电商（Yatsen Holding Limited），2020年11月于纳斯达克上市（NYSE: YSG) 。业主希望配合企业战略扩张布局，在上海打造一个办公+培训+实体店展示的新零售总部空间。

完美日记的高速成长神话，背后是网络与中国制造的浪潮。“新生代，好玩，高颜值，数字时代”，是提取出的品牌关键词。上海的新零售总部空间也是一张实体名片，我们亦希望塑造出能体现完美日记品牌和当下时代精神内核的新型企业空间：一种扁平化，充满开放和流动体验的当代企业后台空间，激发交流、创意和协作的氛围，体现品牌审美趣味与精神内核。

项目的设计策略结合了场地建筑空间的特征和设计愿景——围绕核心筒，塑造出一条连续而疏密有致的环状景观场域，形成容纳人的活动与事件的力场；同时利用视觉元素和小品，以框定具有品牌身份识别度的时刻。设计创造出多元多层次的交流空间。员工不再囿于格子间内，而是将工位作为基站，灵感和产出则发生在任何自行选择的交流空间。

"Perfect Diary" is a newly emerging domestic make-up brand in mainland China. As one of significant strategies of expanding business from e-store to physical stores, this project establishes the brand's new multi-functional retail headquarters in Shanghai that combines working, training, and exhibition.

In order to create a new workspace that reflects this cosmetic brand's characteristics and its spirit of new trends and innovation in the contemporary era, the design breaks up the layout of the traditional office space and focuses on the open and fluid working experience. In addition, with the extraction from the brand color scheme, the vital rose-red tone decorates and connects the whole space. An atmosphere for communication, creativity, and collaboration is created and stimulates the aesthetics and spirituality of the brand.