Want to know the secret of window design? Imagine building a showcase for various art forms? Also want to know the connection between "design" and "business"? Or are you eager to try the real construction of landing projects? Or, you want to have an interdisciplinary portfolio project design sketch ? Now! Natural light gives you a chance! Together with Mr. Zhang, the window designer of Hermes, we completed the design and construction of the window in Wangfujing, the most popular place in Beijing, and in the brand toy store with a history of 100 years of British royal certification!
The Secret of Window Design
Although today is the first week of December, the streets and alleys are already full of Christmas. For example, Sanlitun in Beijing, around Christmas every year, it is one of the most crowded times (one of them), and one Christmas device after another is built here. This year is no exception, many Christmas installations have been quietly put up on the weekend night, and the exciting natural light has taken pictures with them separately before the construction is finished.
Every Christmas, in addition to these devices (and the hundreds of millions of injuries caused by lovers coming and going on the street), the most attractive and festive windows of various brands are also the ones that can make people feel the festive atmosphere. At this time, it is possible that the money for the window display will disappear unconsciously just because of an extra look, The burden brought by the bag in hand is also involuntarily heavier. With this butcher attribute, in Asia, not Japan Isetan No way. In addition to shopping, eating, drinking and having fun, it has always been a paradise for art lovers. Large and small art galleries and art stores have always been loved. Isetan itself has always been regarded as a work of art, especially its window design, which is a highlight every Christmas.
Isetan window design
Every year, Isetan will cooperate with artists or designers to create the window theme of the season under different festival opportunities, combining different themes female sex About Japanese culture With natural 、 animal Relevant, but also completely based on Fantastic world created by artists' imagination 。
Christmas window design design sketch From
Since November 14 this year, Isetan has launched “Merry Future” For the window design of the theme, the French illustrators G é rard DuBois and Benoit Berger have created this series of windows, which seems to be more girlish! With 10 elements with the most Christmas atmosphere, we have completed a series of warm heart designs full of girls.
Different elements symbolize different meanings, such as FIR TREE, which symbolizes "precious nature"; CANDEL/candles symbolize the desire to become a valuable person; REINDEER/reindeer and SANTA CLAUS/Santa Claus represent adventure and dream respectively.
2018 Isetan "Merry Future" Christmas theme design sketch
This year is Isetan, a tender and young girl. In 2013, Isetan brought stories about growth. with “ Thanks to nature " As the theme, Isetan cooperated with Klaus Haapaniemi, the illustrator of Nippon Design Center (NDC), and took the form of paper cutting and illustration as the main elements to shoot a short film. The short story tells the story of a little monster boy who constantly meets various wonderful creatures in the nature and finally grows up when he grows up. The whole story is finally displayed in Isetan's window in the form of installation.
Screenshot from YouTube video design sketch
In 2014 and 2015, Isetan “Life is a gift” The window design was carried out for the theme. In 2014, the elements of Nordic aborigines and natural creatures, the birthplace of Christmas, created a warm theme Christmas in winter. In 2015, as a continuation of the previous year, Finland's folk dance “Jenkka” As the theme, 50 artists from all over the world were invited to jointly create the Christmas design of that year. But this time, from Isetan's window to the store's space design , even in stores exterior wall , have become part of the window together.
The window design we have seen in the past is often limited to the window range of the store, with only one window size. For example, when going to the shopping mall, stores of different brands will also carry out relevant window design according to the festival theme of the season or the newly launched products. In shopping malls, we sometimes see different window designs, but most of them are limited to the scope of "window". And most of the shop windows we see everyday are pictures pasted with PVC waterproof stickers.
But in Isetan, we can see that, first of all, the design scope of the Christmas window, Not only the window part, but also the "renovation" of the store interior For example, in the design of 2014 and 2015, the corridor is paved with carpets and stickers in the form of illustrations to create a wonderful feeling of walking into nature.
As we can see in the following two pictures, at the door, a Nordic theme is built Figure standing device On the ground, it is a complete and large area of Finnish style Illustration floor sticker , making people instantly integrate into the Christmas atmosphere.
Or, as shown below, the external wall outside the window has also been extended, so that the picture is not only in the limited size of the "window" box, but also extended to the wall, or even the whole building.
Secondly, Isetan's understanding of the Christmas theme also includes Website page, gift bag, hand gift, APP， Stationery surroundings, gift cards, external publicity posters, commercial advertisements, etc , as we saw in the previous picture.
The picture is from NDC official website&Isetan official website renderings
Above: Isetan window and exterior wall design in 2015
Below: Design of Isetan Christmas official website in 2018
Expression form of Isetan window design
Then look at the expression form of Isetan's window design. Most of the windows we see everyday, like in the clothing store, are basically models wearing new clothes of the season; Cosmetics stores are also mainly equipped with newly launched cosmetics and some decorations. Or more broadly, the shop windows of similar scale that we see on the street are basically pasted with PVC waterproof transparent stickers. Occasionally, you will see some installations with experimental art forms, or shop windows with films as the background.
In contrast to Isetan's window design, in 2013, we can see that Illustration, paper-cut, device, video clip The combination of four forms of artistic expression; In 2014 and 2015 Illustration, short film, device, dynamic animation This year Illustration, installation, lighting, sculpture, graphic design The form of combination.
Is this quite different from the window design you thought before? The scale and scope of window design are not only "window" size, but also more expressions. This is not only Isetan, but also many brands, such as Hermes.
Hermes window design
Hermes , not only Birkin, which everyone wants, but also stunning window design. For example, Herm è s HONG KONG window design designed by Fotis Evans is inspired by Freud: Writers and Daydreams The memories of childhood dramas, movies and fantasy stories are displayed in the form of shop windows.
The picture is from the effect picture of Fotis Events official website
In this set of window design installations, Fotis Evans combines images representing the past and memories with an abstract collage. At the same time, he also uses different design methods in different story scenes, such as palace embroidery, clothing tailoring, marble sculptures, glass installations, etc.
For another example, in January 2017, Hermes in the Mall of the Emirates, Dubai's second largest shopping center, immediately attracted everyone's attention after the new window design. This group of topics is “Forest Folks” The window of Zim&Zou, a design studio, is almost all made of cardboard, and is purely handmade.
Image from zim&zou official website design sketch
Zim&zou, in fact, as early as 2016, used such a way to make a name for Herm è s Maison Shanghai “Museum of Supernatural History” Series window design. The elements of paper cutting and origami are still used in this series of windows, and the materials that are resistant to stretching and easy to cut such as leather and wood are also used as aids.
The concept of this theme is inspired by Natural History Museum The leather used to build animal devices in the project is all made of leftovers from the production of Hermes' new clothing bags of the season, so it can give a natural and relaxed feeling.
Image from zim&zou official website design sketch
In general, Hermes' window design requires designers to maintain their unique brand style while giving artists plenty of room to play. For example, in the following Hermes window design, designer Hanxuan Zhang took the ocean and ships as design elements, and brought different forms of rope rope knots and nets into Hermes window.
Picture Showwindow design provided by designer Hanxuan Zhang design sketch , please do not embezzle without your permission
In the window design of this series, designer Hanxuan Zhang referred to various Knot structure , also used Ropes of different materials At the same time, combined with Hermes' own product structure, the whole window project was built.
For example, in the window below, the designer intercepted the heel structure of high-heeled shoes, combined with the skeleton of the ship, built a support similar to a half cylinder shape, and fixed it with ropes.
The picture is provided by designer Hanxuan Zhang himself, and can be seen clearly by clicking design sketch
Do not embezzle without the permission of the designer
Another example is the scene shown in the window below. The silk scarf has directly become an expression element in the window design. The silk scarf is no longer just a brand item to display. It has become a sail to express the theme of the window.
The picture is provided by designer Hanxuan Zhang himself, and can be seen clearly by clicking design sketch
Do not embezzle without the permission of the designer
After looking at Isetan's Christmas window and Hermes' theme window, we can easily find that the window design is not what most people think, as long as they pile some silk in the window, place some standing or sitting, or pose exaggerated models.
What is window design?
The window design is a kind of visual arts , but different from other forms of visual art, it needs designers Combine the characteristics of the brand itself, marketing, publicity, product tonality and other factors , design after comprehensive consideration. For example, we have seen these cases today. For the audience, beautiful shop windows can not only attract people's attention, but also make people unable to resist entering the store to cut their hands. For designers, shop windows also need to be designed.
In addition, the expression form of the window is not only transparent glass stickers, or model models, it can also Combine various elements or art forms to express As we can see today, there are many forms of short videos, installations, graphic design, illustration, dynamic animation, space design, fabric transformation, origami and sculpture.
Even like the designer Mr. Zhang we saw last, Thoroughly combine the shop window with the brand item , let scarves become sails; Let the structure of high-heeled shoes and boats become a shelf, and finally, with various rope structures, let the woven net become a display shelf for single products.
The shop window is the most direct visual display of the brand image, and also the most direct channel for the brand to release and express its own ideas, release the latest product listing information, and promote products. The quality and tonality of a brand can often be seen from its window design. As "design" is often inextricably linked with "commerce". The shop window also plays the most special and key role in the commercial market. It is the medium connecting "design" and "commercial market"; It is a bridge to convey brand and value orientation; It is also one of the ways to maintain consumers and brands.
Window design project
Natural light × Hamleys
Hamleys, the best toy store in the world
Give play to "interdisciplinary" creativity
With students from all majors
Feel the connection between window design and brand
Experience the linkage between window art and brand display
It is the oldest toy chain store in Britain
Obtained Royal Privileges and
Green badges awarded by the royal family;
yes Britney Spears, sister-in-law The toy shop that most often patronizes;
still Kubrick The location of "Eye Opener", Nicole Kidman and Tom Cruise , leaving classic fragments in film history here. It has opened the world's largest store in Beijing, located in Wangfujing, with the most popular traffic. Now, with two experienced natural light instructors, Re recognize the power of window design and brand, contact with the most influential commercial brand and people flow, and use window design for real feedback.
Hamleys Beijing Wangfujing Store
Tutor introduction
He is Hermes Window designer
Serving for Huawei, COFCO, Marriott, Kempinski
Finalist of individual graduation works Red Dot Design Award ；
Worked at ArtOne Art Company in the United States
Have multiple professional abilities in mathematical computer and industrial design
Teacher Zhang
-Tutor of Natural Light Industrial Design Collection-
Rochester Institute of Technology - Industrial Design
Good at: industrial design, interaction design
User demand analysis and overall project control
Mr. Zhang, professional product designer, interaction designer, device designer, project planner. Mr. Zhang graduated from Rochester Institute of Technology RIT industrial design major, participated in the product transformation project of the local hospital ward in Rochester during the school period; Jointly develop personal desktop products with GLTi, a famous North American architectural wall greening company; Individual graduation works participated in the Red Dot Design Award of the year and were shortlisted; After graduating from RIT industrial design major of Rochester Institute of Technology, he worked in ArtOne Art Company in the United States to develop intelligent canvas system.
Mr. Zhang's window works of Hermes
After returning to China, he has provided design services for Huawei, COFCO, Tongrentang, Xie Ruilin, Marriott, Kempinski and other large enterprises and institutions; Later, a personal design studio was established. Mr. Zhang has a good mathematical computer background and grew up in a family of product structure engineers. The personal experience of tutoring Mr. Zhang in the industrial design portfolio can help students learn to express design ideas logically and in a balanced way, not only to meet functional needs, but also not to express artistic ideas abruptly, gradually infiltrate years of overseas learning and working experience into students in exchange, and cultivate excellent independent designers.
He is Royal Institute of Architects member
A designer who has studied architecture in many universities in Britain and Japan
He is a deep tutor for collecting funds for works
At the same time, he has multiple identities as a photographer
From Religious Architecture to Contemporary Commercial Interior Design
Involved in many fields and cultural forms
Miss Zhao
-Tutor of Natural Light Architecture Collection-
De Montfort University - Architectural Design
Good at: architectural design, interior design, space transformation
De Montfort University Mr. Zhao, Architectural Design, is a professional architectural designer, a member of RIBA/ARB Part II, a deep fund raising tutor of interior design works, and an amateur humanistic photographer. Mr. Zhao graduated from the Department of Architecture of the University of Nottingham, UK, with a bachelor's degree and a master's degree from the Department of Architecture of the University of Desmond Ford, UK, and then went to Japan's Northeast Imperial University (Engineering Research Department/Architecture, Tohoku University, Japan) to study the pre doctoral courses. After graduation, he continued to adhere to the concurrent study of practical projects and academic theories, and has a lot of work and teaching experience.
Mr. Zhao has been living and growing up in the home of architectural engineers since he was young, so he has been obsessed with the design industry for a long time; Proficient in various construction related manual manufacturing and (traditional and modern) machinery manufacturing and construction processes; Main research fields: religious architecture and interior design, contemporary Japanese architecture and interior design, modern commercial hotel design, old space reconstruction.
From basic knowledge acquisition to scheme implementation
Unlock the independent design ability of commercial window
In the landmark area with the largest number of people in Beijing
With Hermes window designers and
Jointly completed by member architectural designers
Combining creativity with practice, starting from multiple perspectives
This is a practical challenge of integrating design with business
For all arts and design majors of "six major departments"
Display physical works with high exposure
Integrating interdisciplinary creativity and implementing projects
Greatly improve the quality of the collection
It can also be promoted as the most competitive background
Course schedule:
Day 1 01/07
10:30-12:00
Introduction to window design process and overview of window design
13:30-15:30
Field measurement and understanding of brand culture
Day 2 01/08
10:30-12:00
Preliminary understanding of brand and analysis of actual cases
13:30-15:30
Determine design direction
Hamleys Beijing Wangfujing Store
Day 3 01/09
10:30-12:00
Brainstorm in groups
13:30-15:30
Preliminary conceptual design and connection with the brand
Day 4 01/10
10:30-12:00
Modify and refine sketches based on feedback
13:30-15:30
Purchase sand table materials according to the sketch content
Day 5-Day 7 01/11-01/13
10:30-15:30
All day production, you can make your own creative works in the process
On the premise of completing the specified content and obtaining the permission of the brand, you can play your own creative works
Modeling related disciplines need to draw renderings
Interior and architecture related disciplines need to draw engineering drawings
Fashion related majors have professional requirements proposed by professional teachers
Show the work model to the brand and the construction party respectively
7-10 days later
Device construction, process review and recheck
Students can decide whether to participate according to their personal intention
enter for
Recruitment target
Department of Visual Design
Architectural Space Department
Department of Pure Art Illustration
Department of Design Innovation
Fashion Design Department
Digital media system
Students and staff in all majors of "six major departments"
Number of people
15 persons
Recruitment and interview requirements
a. Have basic hand drawing skills or basic modeling ability according to their own discipline or industry characteristics;
b. Relevant business case or project experience is preferred;
c. Students or practitioners of non relevant majors can participate in the project as volunteers
cost
2400 yuan
(Natural light internal students and Hamleys members can enjoy 20% discount)
sign up
Scan the QR code below to add natural light for friends to "play" together!
Showwindow design landing project, Hamleys Beijing Wangfujing Store, if you want to apply for window design, you must come!
This article belongs to the original article of Natural Light International Art Education Team. Without permission, it cannot be reproduced commercially in any form. If it is found, it must be investigated for legal responsibility.
