徐梁 | 源于1908年的意大利百年时装品牌CURIEL

摘要：作为意大利百年品牌CURIEL在中国的战略布局，CURIEL CASA旗舰店择址重庆解放碑步行街——这座以纪功碑为原点，聚合城市精神与商业势能的超级商圈。

作为意大利百年品牌CURIEL在中国的战略布局，CURIEL CASA旗舰店择址重庆解放碑步行街——这座以纪功碑为原点，聚合城市精神与商业势能的超级商圈。

As a strategic foothold in China for the century-old Italian heritage brand CURIEL, the CURIEL CASA flagship store anchors itself at Chongqing's Liberation Monument Pedestrian Street – a super commercial nucleus radiating from the Monument of Triumph, where urban ethos converges with commercial dynamism.

2024年仲夏启幕的CURIEL CASA项目，将品牌“女性优雅力量”的哲学，与重庆山城文化深度解构重组，打造一座兼具艺术灵韵与在地共鸣的沉浸式体验空间。

CURIEL CASA Project Debuting in midsummer 2024, this architectural manifesto deconstructs and recomposes the brand's philosophy of "synthesis of feminine elegance and empowerment" with Chongqing's mountain city’s cultural DNA. Through tectonic dialogues between Milanese heritage codes and geology culture archetypes, it crystallizes an immersive spatial odyssey where artistic resonance intertwines with site-specific empathy, materializing tactile poetics within a multi-sensory narrative field.

意大利优雅基因的山城转译

Elegance Genome in Mountain City

溯源CURIEL百年传奇，提炼斯卡拉歌剧与歌剧艺术基因，以建筑为叙事载体，重构空间情感体验。借歌剧三幕式结构（开端、上升、高潮）与斯卡拉元素（帷幕、舞台），空间动线被解构为入口、旋梯、剧场式展陈区与生活沙龙，形成一场时空折叠的蒙太奇——品牌历史化作视觉交响诗，在步履间完成与当下的对话。

Tracing CURIEL’s century-old legacy, we extract the artistic DNA of Teatro alla Scala and theatrical craftsmanship, employing architecture as a narrative medium to reconstruct spatial emotional experiences. Through the tripartite operatic structure (overture, crescendo, climax) and iconic Scala elements (curtains, stage), spatial circulation is deconstructed into sequential moments: entry portal, spiral staircase, theatrical exhibition zones, and lifestyle salon – creating a temporal-spatial montage where brand history transforms into visual symphonic poetry, engaging in dialogue with contemporary reality through visitors’ spatial journey.

此外，追寻到城市记忆中，米兰以深厚的历史建筑遗产闻名，历史与当代艺术在此共生。这种碰撞启发了我们对空间结构的创新探索，再现米兰街巷的美学精髓；而“意大利制造”的工艺哲学——尤其是材质碰撞与细节雕琢——则为设计注入灵魂。

Additionally, delving into Milan’s urban memory, the city is renowned for its profound historic architectural heritage, where history and contemporary art coexist. This interplay inspires our innovative exploration of spatial structures to recreate the aesthetic essence of Milanese street, while the craftsmanship philosophy of “Made in Italy” – particularly the interplay of material textures and meticulous detailing – breathes soul into our designs.

我们希望以品牌、历史、歌剧为主题，将建筑艺术作为情感表达的载体，以引发人们的情感共鸣。当代与古典的融合、东方与西方的碰撞来诠释空间的叙事性、品牌的在地化空间。

We aim to interpret the narrative essence of space and the localization of brand presence through architectural art as an emotional medium, integrating contemporary and classical elements while harmonizing Eastern and Western aesthetics. This creative approach, themed around brand legacy, historical context, and operatic inspiration, seeks to evoke profound emotional resonance through spatial storytelling.

熔铸山城与米兰的冲突诗学

Contrast Poetics Between Mountain City and Milan

从外立面出发，红色幕帘以参数化建构叠嶂式曲面肌理，褶皱间流淌着光的序曲，仿佛凝固了歌剧院启幕刹那的张力。当阴影在铝板表面游走时，构筑物本身即开始了这场空间的叙事，以充满戏剧性的几何折变演绎着建筑的诗性独白，拨开帷幕，此刻，“我”即是主角。

Commencing from the facade, the crimson curtain employs parametric construction to create stratified curved surfaces, its pleats channeling an overture of light that freeze-frames the anticipatory tension of an opera curtain’s rise. As shadows traverse the anodized aluminum surfaces, the structure initiates its spatial narrative through dramatic geometric metamorphosis – an architectural soliloquy in folded planes. Lifting the veil, the observer becomes the protagonist, immersed in this choreographed interplay where architecture transcends physicality to embody performative artistry.

空间中心，曲面形态的旋转楼梯以渐开线盘旋攀升，其层叠曲面通过参数化建模精确控制曲率变化，在光影漫射中呈现出绢纱裙裾般的轻盈美学意象。这种充满未来感的动态造型与空间内石材的沉稳质感形成戏剧性碰撞，在虚实相生间构筑起新与旧的时空对话。

At the spatial nucleus, stratified surfaces of the escalating spiralcase precisely orchestrated through parametric modeling to achieve curvature transitions. Diffused light play transforms its layered geometry into ethereal veil-like aesthetics reminiscent of silk drapery. This futuristic kinetic sculpture engages in dramatic interplay with the stoic mineral textures of surrounding stone elements, constructing a dialectical conversation between solid and void, antiquity and innovation – where parametric precision dialogues with geological permanence through light-mediated spatial syntax.

我们对重庆竹编非遗工艺进行数字化转译，通过解构逻辑重组策略，在VIP空间中实现东方传统技艺的当代创新诠释。这种文化在地性实践不仅实现了传统工艺的当代拓扑，更借由竹材特有的透光性与序列感，在消费者体验路径中植入可感知的文化基因图谱——当光线在竹编矩阵中生成渐变的光密度时，千年匠艺便完成了向品牌价值载体的空间叙事转换。

We implemented parametric design technology to digitally reinterpret Chongqing’s bamboo weaving intangible heritage, deploying a deconstruction-logic restructuring strategy that actualizes a contemporary reinterpretation of Eastern traditional craftsmanship within the VIP lounge. This cultural localization practice not only achieves the contemporary topological evolution of ancestral techniques, but also embeds a perceptible cultural genome along consumer pathways through bamboo’s inherent translucency and rhythmic sequencing. As light generates gradient luminous density within the bamboo matrix, the millennium-old artisan wisdom completes its spatial narrative conversion into a brand value vector – where parametric scripting dialogues with material memory through photic semiotics.

进一步深入CURIEL SALON空间艺术，我们聚焦于陈设道具与软装搭配的每一个细节，力求复刻斯卡拉剧院那令人心驰神往的艺术氛围。在这里，“茶花女”的经典场景不再是遥远的回忆，而是以一种全新的、更加生动的方式被重新演绎。

Immersive CURIEL SALON Spatial Artistry, we meticulously craft every detail of furnishings and decoration to resurrect the enchanting ambiance of La Scala Theatre. Here, the iconic scenes of La Traviata transcend historical recollection, being re-imagined through contemporary vitality.

每一件家具、每一束光线、乃至空气中弥漫的微妙气息，共同编织出一场穿越时空的情感盛宴，让每一位踏入此境的宾客，都能仿佛亲历“茶花女”的又一次华丽绽放，感受那份跨越世纪的艺术魅力与情感震撼。

Each curated furniture piece, choreographed light beam, and even the ambient olfactory notes collectively orchestrate a chrono-sensory banquet – where visitors become protagonists in Verdi’s timeless drama. As spatial scenography unfolds, guests witness the camellias’ re-blossoming, their senses immersed in the century-transcending charm and emotional catharsis, now spatially encoded as experiential heritage.

双城文明基因重组

Bi-City Civilizational Genome Reengineering

通过对品牌的理解、文化的解读，以及在地化的引入，我们希望能构筑一座唤醒情感共鸣的引力场——建筑作为载体，人文作为锚点，重构人、空间、品牌三者的精神契约。美学叙事既是艺术化的符号编码，亦是商业势能的精密转化器，于方寸间完成品牌的在地化价值升维。

Through brand semiotics, cultural hermeneutics, and hyperlocal interventions, we construct a gravitational field of emotional resonance – where architecture operates as a cultural vessel, humanistic ethos serves as the keystone, reconfiguring the tripartite spiritual covenant between people, space, and brand. Aesthetic narrative functions simultaneously as artistic semiotic syntax and commercial energy transducer, achieving dimensional elevation of localized brand value through meticulously orchestrated spatial semiosis.