Excerpt: Nautica White Sail Concept Store, an interior design project by SLT Design, fully expresses the field spirit and trendy fashion of the brand. The spatial strategy incorporates Nautica’s iconic visual elements with abstract, deconstructed sails while extracting urban elements and creating urban blocks. The design primarily uses white, with blue added to reflect the nautical theme and vividly capture the colours of the sea and sailboats.
Project Description
[Text as submitted by architect] SLT was invited by NAUTICA to build the world’s first white sail series concept store. In TX Huaihai, a trendy commercial landmark that combines innovative experience with immersive art, SLT fully expresses the field spirit and trendy fashion of NAUTICA.
NAUTICA was founded in the 1980s. In the nearly 40 years of brand development, NAUTICA’s unique “Navigation + City” brand gene has been continuously precipitated, and it has shown a new look, opening up a route dedicated to “City Boy”. Combining today’s NAUTICA with the lifestyle attitude of Generation Z hipsters, it proposes a new concept of “White Sail”, leading the pure City Boy style and conveying the pure youth heart of Generation Z in an independent and free way.
NAUTICA White Sail Concept Store is located on the 2F of TX Huaihai | Young Force Center. The open storefront adjacent to the escalator blurs the sense of the boundary of the L-shaped block, making the transition between the shopping mall public area and the storefront more natural.
In the overall spatial strategy, SLT expresses NAUTICA’s iconic visual elements with abstract deconstructed sails. At the same time, urban elements are extracted, and the vertical dimension is divided by elevated and intersecting moving lines to create a spatial concept of urban blocks; the intentional implantation of the “beach” on the ground further expresses the freedom of the ocean and the organic boundary between the city and the ocean.
The overall color scheme of the White Sail concept store is white as the main color, and blue is incorporated into it to echo the nautical culture of NAUTICA. The use of blue and white classic colors vividly depicts the colors of the ocean and sailboats, and is also the core color scheme of the City Boy style.
The unique and representative element of NAUTICA White Sail is also reflected in the design of the wall. The semaphore originated from the era of navigation in the 19th century. People invented the semaphore in maritime exploration and trade and used it to convey nautical information. The different meanings represented by each flag made the semaphore become the “Morse code” in marine culture. Different sea flags have built a unique semaphore system belonging to NAUTICA, bringing a new decoding experience to Generation Z consumers.
In addition to the regular commodity display areas, the various areas of the NAUTICA White Sail concept store are always set around the theme of “Navigation + City”, adding elements such as retro TVs that highlight urban elements, echoing the brand’s development process, conveying more Multi-trend culture and youthful power.
The NAUTICA White Sail concept store is created for the domestic trendy people to feel a more pure City Boy style. Collision and fusion of nautical and urban, retro and refreshed concepts and styles, SLT captures the brand’s new rejuvenation trend, takes the NAUTICA White Sail concept store as the carrier, and strengthens the relationship between the brand and young consumers through commercial retail strategies and creative space design.
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