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首页 » 设计艺术 » 品牌接触: LN-CC ( Late Night Chameleon Café )

品牌接触: LN-CC ( Late Night Chameleon Café )

七月 15, 2011

在我们接触过的诸多时尚消费品牌中,LN-CC 身上有一种让人难以忽视的气息。必须承认,在初次接触时,LN-CC 的某种气质确实吸引了我们,特别是在与品牌相关成员进行了一段时间的接触后,我们越来越肯定最初对 LN-CC 的感觉完全是来源于内心对某种精神的共同向往,而今天这种开放式的态度,是与以互联网精神为特征的思考方式的无意识的呼应,亦是其在现实世界中的折射。

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位于英国东部的LN-CC空间内汇集了艺术、音乐、摄影、书籍等作为载体的传达元素,而那个独特的类似时光隧道的区域又想要把所有讯息连同我们一起裹挟着塞进一段即将脱离空间轨道的旅程,请恕我直言,这给我们的感觉更像是待在一个时光搅拌机内,他们并非打算刻意营造诸如幽默或者优雅或者深邃的这样已发展为模式般的感觉,用LN-CC创意总监John Skelton的话来说,“在这个空间之中混杂着不同的意境与情感,这将带着我们的客人踏上一小段“世外”的旅程”。

LN-CC拥有6000平方英尺的空间,内部由7个完全不同概念的区域组成,如果你只是抱着购物的心态去那里,那么最终你多半会因得到许多意想不到的收获而流连忘返。事实上,LN-CC是在一种广义的概念基础上建立起来的。在我们看来,LN-CC在尝试着分解购物的动机,然后通过填入一些有机的表现与传达元素,使得身处其中的人们获得脱离于甚至超越普通消费动机的体验感。倘若你把LN-CC视作一个巨大的实验室也并没有什么不贴切的,因为LN-CC里的一切所表现出的不确定性原本就是在有意识地为我们营造出一种鼓励探索的空间构想。
 

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中文访谈稿 ( A – John Skelton: LN-CC 创意总监 ): 
 

Q: LN-CC打破了传统服装店概念,里面汇集了艺术、音乐、摄影、书籍等概念,成立LN-CC的初衷是什么? LN-CC代表什么?

A: LN-CC 是“late night chameleon café”的缩写。(商铺原址是一间名为“午夜变色龙咖啡馆"的搏击馆。)
 

Q: LN-CC的定位是什么?目标客户群是那些?

A: 老实讲我们没有特定的目标市场。我们只是试图通过表达我们自己以创造一些不同以往的、有趣并且相关的东西出来。如果大家喜欢,那就太好了,如果不喜欢,我们也ok.
 

Q: LN-CC空间上更像是一个时光隧道,空间有服装区、书店、俱乐部空间、摄影工作室等几个部分组成。风格上原始复古。当初是怎样划分和定义空间的?是不是想制造一种记忆和神秘的感觉?

A: 商铺背后的概念是创造一个空间,在这个空间之中混杂着不同的意境与情感,这将带着我们的客人踏上一小段“世外”的旅程。店中不同的房间创造了一种独特的感觉,并以我们对不同设计师品牌作品的感受来划分每个房间的主题。
 

Q: 最初你们为何邀请Gray Card设计你们的店铺?LN-CC的理念是怎样和空间配合起来的?

A: 我们第一次见到Gary的时候就决定拉他入伙,因为我们感到他完全搞得清楚我们想做什么。所以我们给他讲了我们的概念以及种种想法并让他放手去做。结果他做出的东西大大出乎我们意料之外,我们满意极了。

LN-CC的概念是一个整体。我们希望能尽量多的在我们的实体商铺和我们的网络平台之间做到同步。商铺明显能让我们更多自由得表达我们自己,因为我们无法将我们在店中实现的事情在网店也能实现,但是总体来讲概念都是一个,那也是我们保留有实体店铺的原因。
 

Q:  整个空间都以黑白灰和原木色为主,是为了突出产品需要吗?

A:  我想我们的室内设计更多强调的是创造一种氛围,在店中制造一种气场能够莫名的让你进入另外一个世界。每个房间都有不同的主题与机能,而那是我们希望顾客得到一个"旅行一般的经历"的想法的实现。产品无疑也是在这个考量的范围之内,我们将每个品牌的产品放置在我们感到最适合其内在的环境之中以创造一种特别的、独特的表达。
 

Q:  LN-CC涵盖了服装、书籍、音乐、摄影等方面,在选择品牌和设计师方面有何标准?

A:  我们对所购买的品牌及产品的唯一标准就是我们自己会穿着它们。如果答案是积极的,那么我们就会买,如果不,我们就不买。就是这么简单。
 

Q:  和设计师品牌合作是怎样的模式?有没有(刻意)追寻具有某种倾向性的理念模式?

A:  完全没有。如果我们喜欢某个牌子,我们就会买它的产品,然后将它们放置在我们认为在店中最恰当的位置,从我们的感受出发制造一种独特的品牌混合陈列,而不是人们期许它们应该是什么样的。我想我们介意更多的是我们自己对这些牌子的情节,而非别人已经有的先入为主的对牌子的理解模式。
 

Q:  目前多数国际品牌陆续进入中国市场,LN-CC未来有无计划进入中国市场?以及引入中国大陆设计师的作品?

A:  我们都不会说永远不会,我们一直在全球各地寻找最令人兴奋的设计。我们目前正在筹备与一个来自中国鞋子品牌合作,可能会在今年年底/明年年初发布,但是我现在还不想讲是哪一家。我们会及时让大家知道进展的。
 

Q:  中国大陆市场有自己独特的文化背景,在某些方面甚至存在一些特殊性,那么这些因素会否与LN-CC存在观念上的冲突?

A:  同样,我们真的不会考虑这个。我们会一直专注于我们自己着手的事情,无论顾客来自哪里,如果大家喜欢我们做的事,就好极了,如果不喜欢,我们也ok。
 

Q:  对于目前中国陆续出现的与LN-CC相类似的创意概念店,你们对此趋势有何看法?

A:  老实讲我不能对这件事发表评论,因为我从未去过也从未见到过这些店铺,所以如果我妄加评论,无法做到客观我想。但是希望它们是非常精彩的,因为目前在世界各地我所到过的其他地方在这方面都少有新想法出现。
 


英文访谈稿 ( A – John Skelton: LN-CC creative director ): 
 

Q: What is the original idea of LN-CC? What does LN-CC stand for?

A: LN-CC stands for “late night chameleon café”.
 

Q: Where is LN-CC focusing on? Who is your target market?

A: To be honest we don’t really have a target market. We are just trying to express ourselves and create something that we feel is interesting and relevant. If people like it then that’s great, if not then that’s cool with us too .
 

Q: The space in LN-CC looks amazing. How did you lay out the space in the very beginning? What is the function of each room? Were you intended to create a feeling of memory and mystery?

A: The idea behind the store concept was to create a space that flows through many different feeling and emotions taking the customer on a special “other worldly” journey. The different rooms are setup to create a completely unique feeling and host a different set of brands and products in a way which we curate specifically to how we feel about them.
 

Q: Why did you have Gary Card do the interior of your shop? How do you combine the concept of LN-CC with the indoor space?

A: We got Gary involved as when we first met him we felt as though he understood exactly what we were trying to do so we give him our initial concept and ideas and let him run with it. What he came up with was better than we could have ever imagined so we are very happy with the outcome.

The LN-CC concept is all one and we try to get as much synergy between the store and the online platform as possible. The store obviously gives us more freedom to express ourselves as we cant do a lot of the things we do in the store online but to us the overall concept is all one and that’s how we want it to stay.
 

Q: About the shades of the shop, the major part is gray and the color of wood. Is it for making a good contrast with the products visually?

A: I guess the exterior is more about setting a mood and creating a special ambience in the store that makes you feel like you are somehow entering another world. The rooms all have a completely different feel and energy and that was the main focus in order to create a journey like experience. The product was obviously considered within the design and we place each brand where we feel it is most suited to its surroundings to create a special and unique expression.
 

Q: What is your standard of choosing labels and designers?

A: The only thing we take into consideration when buying brands and products is would we wear them ourselves. If the answer is yes, then we buy it, and if it is no we don’t. it’s as simple as that.
 

Q: How do you do the co-operation with different labels? Are you looking for a kind of ideal mode?

A: Not at all. We buy the brand if we like it and then we place it where we feel most appropriate within the store, creating a unique mix of brands that represent how we are feeling rather than where people would expect to see it placed. Its more about how we perceive the brands rather than how they are already perceived I guess.
 

Q: Now many foreign labels have been launched in China. How about LN-CC?  Will you consider bringing the work of the designers from China mainland?

A: We would never say never and are always looking for amazing product from any part of the world. We are actually currently working with a unique footwear project from china which we will launch at the end of this year/early next year but I don’t want to say what it is just yet. We will keep you in the loop as that progresses.
 

Q: The market in China mainland has its specific cultural background and even somehow has its own limits. Do you think these things will have conflicts with the concept of LN-CC?

A: Again, we wont ever consider this really. We will just keep doing what we are doing and if people like it, no matter where in the world they are from then that’s great, and if they don’t then that’s cool with us too.
 

Q: How do you think about the trend of the select shops booming in China at the moment?

A: If im honest I cant really comment on that as I have not been or seen them so it would be an uneducated opinion if I did. Hopefully they are amazing as there isn’t much else happening select shop wise anywhere else in the world I have been.

( website: www.ln-cc.com)

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