图片 Image: © Ketsiree Wongwa

宝格丽曼谷店是MVRDV为这一世界奢侈品牌设计的第二家店铺立面

Bvlgari Bangkok is the second in a series of façades designed by MVRDV for the luxury brand

继2018年为宝格丽吉隆坡店设计外立面后，MVRDV刚刚完成了与这一百年奢侈品牌的再度合作——位于曼谷市中心IconSiam百货商场（亚洲最大的商场之一）的宝格丽旗舰店。曼谷旗舰店已于2020年盛大开业，随着泰国疫情的缓解，商场也逐渐恢复了以往的繁华。

Bangkok now has a Bvlgari flagship store with a façade designed by MVRDV. Located inthe IconSiam department store – one of the largest malls in Asia – the project is the second in a series of façades designed by MVRDV for the luxury brand, following a store in Kuala Lumpur that opened in 2018. The Bangkok store opened last year with a spectacular party and, now that corona measures in Thailand have been relaxed, visitors can shop again to their heart's content.

图片 Image: © Ketsiree Wongwa

从宝格丽悠久的品牌历史为出发点，MVRDV从宝格丽罗马店的门头和独特檐口中捕捉设计灵感

Taking Bvlgari's heritage as a starting point, MVRDV’s design takes inspiration from the portals and distinctive cornices on Bvlgari’s store in Rome

MVRDV受宝格丽之邀，设计其新店的立面，为品牌的经典形象增添现代气息。受到罗马艺术永恒之美的浸淫，这个具有百年历史的品牌一直以来都是魅力和创造力的代表。1905年，宝格丽的首家店铺在罗马Via dei Condotti开业，MVRDV以品牌的传统为出发点，从这座百年老店的门头和独特檐口中捕捉设计灵感。

MVRDV was tasked with rethinking the façade designs for new Bvlgari stores, adding a contemporary touch to their classic image. The Italian brand has stood for glamour and creativity for more than a century, inspired by the timeless beauty of Roman art. Taking this heritage as a starting point, MVRDV’s designs took inspiration from the portals and distinctive cornices on Bvlgari’s very first store in Rome, located on Via dei Condotti since 1905.

图片 Image: © Ketsiree Wongwa

MVRDV将宝格丽首家店铺立面的独特檐口作为其曼谷旗舰店立面的主要设计语言，采用不对称的图案和创新材料进行多变化的组合和排列。

The form of this cornice became the motif that MVRDV developed as a common thread across the Bvlgari façades, deployed in a variety of combinations that allowed MVRDV to experiment with asymmetric patterns and innovative materials.

图片 Image: © Ketsiree Wongwa

位于IconSiam百货商场的宝格丽旗舰店以优雅的姿态从商场高端品牌区内的其他奢侈品店中脱颖而出

In the IconSiam store, elegance is the defining feature, standing out even among the other luxury brands in a high-end area of the mall

位于IconSiam百货商场的宝格丽旗舰店以优雅的姿态从商场高端品牌区内的其他奢侈品店铺中脱颖而出。外立面的檐口图案采用黄铜材料，产生黄金般的质感，店铺正对着商场的自动扶梯，人们从扶梯向上移动的过程中，金碧辉煌的宝格丽缓缓呈现出全貌，为来往的顾客留下强烈的视觉印象。

In the IconSiam store, elegance is the defining feature, standing out even among the other luxury brands in a high-end area of the mall. The cornice pattern façade is completed in brass combined withdifferent types of glass, giving a golden effect and creating a striking impression for visitors ascending the mall’s escalators, which end directly in front of the Bvlgari store.

图片 Image: © Ketsiree Wongwa

人们从扶梯向上移动的过程中，金碧辉煌的宝格丽缓缓呈现出全貌，为来往的顾客留下强烈的视觉印象

The design creates a striking impression for visitors ascending the mall’s escalators

依据背后设置的不同功能，立面上的每处开窗的颜色和透明度也各不相同：店铺的一层采用透明玻璃的橱窗，之上的两层刻意采用不透明的橱窗，保护顶层VIP休息室的私密性。每个开窗的边框都设置了巧妙了照明，烘托出店铺内陈列的产品和有着宝格丽标志性藏红花色的橱窗背景。

The windows have varying colours and degrees of transparency, tailored to the functions behind them: at the ground floor, transparent glass creates shop windows, while on the two levels above opaque windows are strategically placed to allow visitors to the top-floor VIP lounge their privacy. Surrounding each window, subtle lighting highlights the store’s products and the backgrounds in Bvlgari’s signature saffron colour.

图片 Image: © Ketsiree Wongwa

依据背后设置的不同功能，立面上的每处开窗的颜色和透明度也各不相同

The windows have varying colours and degrees of transparency, tailored to the functions behind them

MVRDV的创始合伙人Jacob van Rijs说：“通过宝格丽曼谷旗舰店的立面设计，我们将罗马风情注入曼谷这座城市。” “MVRDV同时进行着几家宝格丽店铺的立面设计，我们在每一家店的设计中都确保使用天然石材、有色玻璃，铜和金等优质材料作为基础。尽管每家店的设计都会具有所在城市的地方特色，但每个设计都将赋予一种宝格丽的标志元素。” 

“With this design, we bring a Roman zest for life to Bangkok”, says MVRDV founding partner Jacob van Rijs. “We are working on several Bvlgari stores simultaneously, always making sure that we use high-quality materials such as natural stone, tinted glass, copper, and gold as a basis. Though all the designs will be unique to their location, each will have a distinct Bvlgari signature.”

图片 Image: © Ketsiree Wongwa

外立面的檐口图案采用黄铜材料，结合不同类型的玻璃，产生黄金般的质感

The cornice pattern façade is completed in brass combined with different types of glass, giving a golden effect

2018年开业的宝格丽吉隆坡旗舰店是MVRDV第一次为宝格丽操刀店铺的立面设计。吉隆坡店的立面采用了独特的材料：混凝土上交错分布着金色的透明树脂纹理。这种材料赋予立面大理石般的外观，夜晚，如同脉络一般散布的透明树脂在灯光透射下，呈现出截然不同的效果。在同年的米兰家具展上，MVRDV为宝格丽设计了一个装置，以品牌经典的灵蛇（Serpenti）鳞状图案为主题，打造拱形的镜像空间。

The first Bvlgari flagship store with an MVRDV-designed façade opened in Kuala Lumpur in 2018. This design used a unique material: concrete crossed by gold-coloured transparent resin veins. This material gives the appearance of marble, with the veins lighting up at night to provide a radically different look. Earlier in the same year, during the Salone del Mobile, MVRDV presented an installation for Bvlgari which translated the well-known ‘Serpenti’ scale motif into a vaulted mirrored room.

图片 Image: © Ketsiree Wongwa

MVRDV建筑规划事务所由Winy Maas、Jacob van Rijs和Nathalie de Vries创立于荷兰鹿特丹，致力于为当代的建筑和都市问题提供解决方案。MVRDV的创作基于深度研究与高度协作，各领域的专家、客户及利益相关方从项目初期一直参与设计的全过程。直率而真诚的建筑、都市规划、研究和装置作品堪称典范，让城市和景观朝向更美好的未来发展。 

MVRDV的早期项目，如荷兰公共广播公司VPRO的总部，以及荷兰阿姆斯特丹的WoZoCo老年公寓，都获得了广泛的国际赞誉。MVRDV250余位建筑师、设计师和城市规划师在多学科交叉的设计过程中，始终坚持严格的技术标准和创新性研究。MVRDV采用BIM技术，公司内拥有正式的BREEAM和LEED顾问。MVRDV与荷兰代尔夫特理工大学合作运营独立智库和研究机构The Why Factory，通过展望未来都市，为建筑及都市主义提供发展议程。