敬不可一世的梦想
敬冒险高飞的狂妄
拒绝千篇一律的复制
于沉浸环境中释放灵魂
创造新体验与新共鸣

Pay a tribute to the bold dream,
and to the flying adventure.
Say no to monotony and homogeneity.
Set free the souls in an immersive setting.
Create a new experience and resonance.

追求精神消费的Z世代消费者，孕育了以X11为代表的潮玩新零售品牌。

全新的业态，全新的消费者，也正孕育着全新的商业空间。

X11, as a new, representative toy retail brand, is born to meet the spiritual needs of Gen Z. Nowadays, emerging commercial operations and consumer groups are breeding new commercial space.

而收获新时代消费者的利器，是叙事性沉浸式的消费体验。洞悉这一变化的X11采用了“千店千面”的旗舰门店策略。

以极致的空间、陈列美学、叙事性的动线，为消费者提供沉浸式的体验与社交货币。

Narrative, immersive shopping experience is the key to capture the new generation of consumers. In light of this fact, X11 adopts the strategy of gi在上海、武汉等多地成功落地引爆流量与话题的旗舰店后，
X11来到西安万象天地，发起新一轮的“潮玩之旅”。

这次，策划这场穿越之旅的是 TOMO東木筑造（下文统称東木）。

X11 flagship stores in Shanghai and Wuhan have successfully drawn tremendous attention and become a hit on social media. Recently, another new premise of X11 opened in the Mixc World in Xi'an. Conceived by TOMO DESIGN, this flagship store unfolds a distinct journey of exploring toy collections.

ving every flagship store a differentiated image, hoping to offer consumers an immersive shopping and socializing experience through exquisite spaces, display aesthetics and story-telling circulations.

在上海、武汉等多地成功落地引爆流量与话题的旗舰店后，
X11来到西安万象天地，发起新一轮的“潮玩之旅”。

这次，策划这场穿越之旅的是 TOMO東木筑造（下文统称東木）。

X11 flagship stores in Shanghai and Wuhan have successfully drawn tremendous attention and become a hit on social media. Recently, another new premise of X11 opened in the Mixc World in Xi'an. Conceived by TOMO DESIGN, this flagship store unfolds a distinct journey of exploring toy collections.

全新的X11西安门店，以全新潮流美学激发分享动力，刷新消费者与品牌交流的体验，将零售空间提升为一个有叙事、有情感、有氛围的多层体验场。

Its novel, trendy aesthetics stimulate the desire of sharing, refresh consumers' interactive experience with the brand, and turn the retail space into a story-telling experiential field awash with emotions, atmosphere and rich layers.

100年后

飞艇依旧是自由与科幻的浪漫标识

100 years later, airship is still a romantic symbol of freedom and fantasy.

糅杂着好奇心与乐趣、未知的探索、跨次元的创新、以及不被定义的潮流……

一场融入未来质感、合成器浪潮与璀璨幻想的跨次元旅程，幻化为一艘既复古又未来的飞艇渐渐浮现。

This space is an integration of curiosity, fun, unknown exploration, cross-dimensional innovation and undefined trend. The retro-futuristic "airship" flies people to another dimension full of futuristic, synthwave and fantastic elements.

“未来质感”
构建跨次元的“旅途”场景；

“合成器浪潮”
以未知与乐趣，提炼复古与科幻融合的元素，
碰撞出全新的陈列形式；

“璀璨幻想”
不被定义，打破空间既有形式，
构建新颖的空间形式。

"Futuristic"

Creating a journey-like scene that leads to another dimension.

"Synthwave"

Based on the unknown and fun, retro and sci-fi elements are extracted to generate a new display form.

"Fantastic"

Breaking the existing spatial form and building a novel, undefined spatial image.

这个在天空中漂浮的庞然大物

如同一个近在咫尺的“平行宇宙”，

无论在一个世纪以前，

还是在被飞机及其他飞行器占领的今天，

人们从未停止对其幻想，

它始终在未来主义者的乌托邦愿景中占据显着地位，

化身浪漫科幻主义的载体，

人们幻想移居空中自由翱翔。

The colossus floating in the sky is like a "parallel universe" near at hand. No matter in a century ago or today when planes or other kinds of aircrafts are common, people have never stopped the fantasy about airship. It still plays a dominant role in futurists' utopian vision, acting as a romantic, sci-fi medium that carries people's dream of living and freely flying in the sky.

对复古未来主义的憧憬，X11潮玩化身一艘飞艇，向新时代的“潮人”们递送了一张飞向另一次元的船票。

To meet the vision of retro-futurism, X11 flagship store in Xi'an is conceived as an airship, bringing contemporary young customers to another dimension.

但特殊的造型，在空间结构中带了诸多技术性的挑战。

東木巧妙的利用钢架楼梯及飞艇的骨架结构，隐藏了许多硬性的消防和空调暴露问题，同时保证了飞艇造型的完美呈现。

The special form of the airship posed many technical challenges to the spatial structure. In response, TOMO took advantage of the steel staircase and the skeleton structure of the airship, cleverly hiding firefighting equipment and air-conditioning and ensuring the perfect presence of the airship form.

飞艇造型在空间中形成向心力的同时，面对店铺大量的陈设需求，设计通过细致规划与高效的展陈排布，形成有序中不乏探索乐趣的空间动线。

游走其中，沉浸于潮玩构建的异次元，探索的乐趣得以挥洒，收获（购买）自然而然。

The airship installation gives the space a centripetal force. To satisfy the demands for displaying a large number of commodities, the design team worked out elaborate spatial layout and efficient display solutions, which form orderly, interesting spatial circulations. Walking inside, customers are immersed in the distinct dimension filled with various toys, and the fun of exploration and shopping.

飞艇底部“驾驶舱”，被巧妙的设置为收银区，既是有特色的磁力点，又在动线中形成功能节点。

飞艇局部的镂空与灯光的排布，由内部透出，吸引着人们前往探索。

The cashier area is subtly arranged in the "cockpit" at the bottom of the airship, serving as a characteristic "magnetic dot" and a functional node of the circulation route. The hollow-out design and the lighting arrangements are exposed from the inside of the airship, attracting customers to step in and explore.

与飞艇相接的二层楼板，以一段围绕飞艇头部的月牙状玻璃栈道消弭了楼板的边界，为达到飞艇造型上下浑然一体，東木团队进行了严谨细致的推敲，让飞艇得以“漂浮”于空中，同时丰富了空间行走的体验。

The connecting area between the floor slab of 2F and the head of the airship is formed by a crescent-shaped glass walkway, helping eliminate the boundary. To realize an integrated form for the airship from top to bottom, TOMO refined the design in a rigorous and meticulous manner, thus creating an airship “float” in the air and rich walking experiences in the space.

通高的玻璃幕墙，打开建筑对外的界面，透露着空间内无限的遐想。

外立面有序分类的格栅巧妙配合着电光灯带渲染着璀璨迷幻的未来感，包裹着空间内的飞艇，若隐若现。

The full-height glass curtain wall provides an open view to the outside, and reveals the interior full of infinite imagination. The orderly-arranged grilles are combined with strip lights, producing a psychedelic, futuristic visual effect and delicately wrapping the airship inside.

入口处“X11”标识昭示着品牌IP，落地的三角造型雨棚嵌入流动的点阵屏，似乎催促着最后的“登船人”。

飞艇下置的台阶直面入口，邀请潮人们纷纷踏上这场未知的穿越之旅。

The "X11" logo on the facade highlights the identity of the brand. A matrix screen with flowing dots is inserted into the triangular entrance canopy, which seems to urge people to board the airship. The staircase of the airship faces the entrance, welcoming people to the unknown travel.

飞艇构建空间IP，注入空间场景价值，提升使用效率，也让探索的路径极具趣味与故事感。

The airship becomes the iconic symbol of the store, injects value into spatial scenes, and improves the utilization of space. Moreover, it also adds fun and a sense of storytelling to the exploration circulations.

穿过楼板，巨大的飞艇悬于空中，复古的形式，未来的质感，碰撞出全新的潮流场景。

转动的螺旋翼，催促着穿越者们进入探索。

Crossing the floor slab, the huge airship floating in the air comes into view. Its retro appearance and futuristic textures create a new, stylish scene. The rotating spiral wings call on travelers to explore the inside.

步入其中，复古与未来交织的浪漫想象，构建出鲜明突出的风格特点。

它看上去复古，却有时髦摩登感的表现力，听似新潮，却也充斥着年代感的旋律。

As stepping into the space, people can experience the retro-futuristic, romantic vibe and the distinctive style. The space appears retro, but expresses modernity and fashion as well.

登船，在银色金属质感之中的“实验仓”里，一个个生化能量桩形成阵列，顶尖潮玩在此孕育，沉浸场景让故事徐徐展开。

Boarding the airship, an array of biochemical energy boxes is placed in the silver-hued metal "laboratory", which nurtures top toys. The immersive scene unfolds stories.

向上，配有呼吸灯装置的钢构楼梯，闪烁着迷幻的红光，指引着旅程。

光线穿越过飞艇的银色钢架洒落，映照着科技质感。

The red lighting installed on the steel staircase are blinking, leading people to enter the airship. The light passes through the steel frame of the airship and falls down, highlighting a sense of technology.

闪烁的红光，复古的仪表，机械感的按键，滚动的故障感屏幕，老旧计算机屏幕播放着带复古未来色彩的品牌宣传，植入X11品牌基因，如一帧帧切片，穿越回到70年代的科幻影片之中。

Various elements, such as red twinkling lighting, retro-style meter, mechanical button, rolling and faulty screen, and old computer screen playing retro-futuristic brand advertisement, are injected with X11's brand genes, bringing people back to sci-fi movies in the 1970s.

科幻质感的金属钢架层层延展，构建序列。

粗粝与精密的质感交融对话，实验室式的陈列展架，呈现新潮美学形式。

The futuristic steel frames are organized in sequence. Rough and precise textures are blended. The laboratory-style display racks reveal a trendy aesthetic.

略显钝感的钢架梯架陈列台与造型精密的复古展示台，营造熟悉又陌生的科幻场景。

The slightly blunt steel shelves and the precise retro-style display stands create a familiar yet strange sci-fi scene.

复古绿的水磨石地面与“实验操控台”元素的货架设计相得益彰，局部不锈钢拼贴停机坪地面造型，一同营造飞艇控制、制造室的空间氛围。

呼应着过去与未来的对话，划分区域，指引旅程。

科幻赛博的明亮灯带与点缀的红光，引发时空交错、超然于世的情绪。

The retro green terrazzo floor and the shelves featuring the elements of "experimental ***" complement each other. The "apron" is partially paved with stainless steel, producing a spatial atmosphere the same as the control and manufacturing room of airship. Based on a dialogue between the past and the future, distinct areas are divided to guide the journey. The sci-fi, cyber-style, bright light strips and the dotted red light arouse time-travelling, surreal feelings.

细节的铺陈，让异次元有了真实感，新奇、探索、梦幻与无限的想象融于实景，犹如梦想照入现实。

Elaborate details endow the surreal dimension with a sense of reality. Novelty, exploration, fantasy and infinite imagination are integrated into the real spatial scene, as if dream comes true.

复古是风格，

亦是回归童心。

科幻是潮流，

亦是憧憬未来。

Retro style brings back childlike innocence.

Sci-fi trend looks forward to the future.

随着回顾性未来主义形式的蒸汽朋克文化兴起，飞艇在这个科幻机械世界里也找到了自己的一席之地。

作为BDO元素（Big Dumb Object 巨大沉默物体），飞艇真实存在于这个世界上。

With the rise of retrospective, futuristic steampunk culture, airships have found their place in the sci-fi, mechanical universe. As a Big Dumb Object (BDO), airships exist in the real world.

X11飞艇搭载着美好与乐趣，不被定义、永远好奇，化身Z世代的精神方舟，沉浸于自己的热爱。

平行异次元，在此处碰撞，激荡、延展，新一波潮流文化，就此启航。

X11 Airship carries beauty and fun, which is undefined and full of curiosity. It acts as a spiritual ark for Gen Z, enabling them to be immersed in the passion. Parallel, different dimensions collide and extend here. A new wave of trend culture sets sail in the space.

Project Information/项目信息

Name/项目名称

X11 Toy Collection Store in Xi'an Mixc World

X11全球潮玩（西安万象天地店）

Client/项目业主

KK Group-KK集团

Location/项目地点

Xi'an, China-中国 西安

Area/项目面积

1000 sqm

Date/项目时间

2021

Studio/设计机构

TOMO DESIGN-東木筑造

TO ACC

Interior Design/主持设计

Uno Chan陈贤栋、Xiao Fei肖菲

Cooperative Design/设计团队

Jamie Ho何骏敏、Linus林祖栋、Jason Luo罗泽双

Decoration Design/装置设计

Tin田雨鑫、Jamie Ho何骏敏、Linus林祖栋

Photography /项目摄影

Yanming Studio-彦铭工作室

Technical Support/技术支持

G.art Lighting Design (Shenzhen)

光宴盛品灯光设计(深圳)

ZHUJIN ART-铸今艺术