舊金山創新鞋履品牌Allbirds中國第二家門店于北京正式開幕

05-22    編輯:COSMO時尚小編    來源:互聯網 COSMO時尚網 > 綜合 > >

Beijing, May 2019 – Allbirds, the San Francisco-based sustainable shoe brand that has been shaking up the footwear industry, is kicking off its expansion in China with the opening of its second regional store, located at TaiKoo Li Sanlitun Beijing. Along with the first Asian store, which opened just a month ago in Shanghai, and simultaneous online presence, including a dedicated Chinese brand site and Tmall store, Allbirds is bringing its innovative, eco-friendly and comfortable shoes to more customers around the globe. 

(2019年5月,北京)來自舊金山的創新鞋履品牌Allbirds,于北京三里屯太古里正式揭幕其中國第二家線下門店。這是繼四月于上海開設首家亞洲門店,并同步啟動中文官網(www.allbirds.cn)、品牌天貓旗艦店(allbirds.tmall.com)后,Allbirds再一次與更多中國消費者分享品牌的自然靈感、創新精神及舒適環保的鞋履穿著體驗。

The 200-square meter Beijing store has found its own spot in the South area of Taikoo Li Sanlitun. Featuring a modern, minimal design that reflects the essence of the brand, Allbirds’s latest shop draws inspiration from traditional Beijing architecture–red cinnabar walls,traditional brick floor and a vintage wooden ceiling. Signature Allbirds chairs, designed by Jamie McLellan, Head of Design at Allbirds, tilt forward ever so slightly in order to provide comfort to customers during try-on and are coming in a custom red cinnabar to compliment the store’s color palette. 

Allbirds北京門店位于三里屯太古里南區,以逾兩百平方米的獨立門店,熱情迎接每一位顧客。秉承品牌的簡約設計美學,Allbirds北京門店在現代極簡風格基礎上注入更多“京味文化“靈感,其中包括:具有京式韻味建筑特色的朱砂紅墻面、傳統京磚地面以及仿古木制天花板;而由Allbirds設計總監Jamie McLellan特別設計的座椅,則在保留可前傾細節基礎上,以門店主色調朱砂紅色進行呈現,確保顧客試穿舒適度的同時,致敬北京的傳統城市文化。

The store features three vitrines highlighting Allbirds’s hero materials: Wool, Tree and Sugarcane. The Wool collection is displayed against a clean and bright background that compliments the “comfort” characteristics of the products, while the Tree collection is displayed on top of a minimal and simple burlywood wall. Mirrors with unique shapes add a hint of playful and humorous atmosphere to the store.

旨在為顧客提供更加舒適的沉浸式體驗,Allbirds北京門店的鞋履單品以其創新原料——羊毛、桉樹、甘蔗為主題陳列區進行陳列。其中經典Wool系列的展示背景簡潔明朗,突出舒適材料來源的產品特色;而Tree系列則于具有天然質感的簡約原木色背景中進行呈現。門店更配置具有獨特造型的鏡面設計,打造輕松幽默的購物及體驗空間。

True to the Allbirds ethos, the store is crafted with the environment and sustainability in every detail; adjacent to the store entrance is a living moss wall, and green plants are spread across the interior of the store. The checkout counter, made from recycled wood, features a natural and antique look with a complimentary white stone pillar. All shoe boxes are made from recycled cardboard and arranged in a colorful display that grabs guests’ attention when they enter the store. 

作為環保理念的先行者,Allbirds北京門店于細節設計中踐行可持續發展理念。不僅在門店入口處特別設置苔蘚景觀墻,更于店內點綴充滿生機的清新綠植。門店收銀臺處利用回收木材及石柱為主要裝飾材料,充滿自然特色及古典氣息;鞋盒包裝則以環保的回收紙板進行制作,按顏色進行有序排列,打造色彩靚麗并充滿趣味的展示墻面。

To celebrate the store opening, Allbirds also introduces a limited-edition of its iconic Wool Runner in “Peking Opera” – inspired by the traditional and iconic face-paint masks from Peking Opera. The limited edition features a wool upper made from superfine merino wool in colors representative of the classic form of Chinese performing art, whilst the yellow shoelace and blue and pink details are the symbol of colorful face-paint mask. The “Peking Opera Blue” Wool Runner is available exclusively at TaiKoo Li Sanlitun Beijing store with limited pairs. Last but not least, the store will offer limited-edition shoe laces in colors inspired by local iconic attractions like Forbidden City,Fragrant Hillsand Great Wall. Besides, Allbirds welcome all to join the Beijing store opening celebration on May 25th& 26thto experience the coziness and comfort of the shoes as well as thoughtfully prepared delights and interactive activities. 

為了慶祝北京店正式開幕,Allbirds發布城市特別限定款Wool Runner“京劇臉譜藍”,并僅于北京三里屯太古里店限量發售。該限定款以國粹京劇中臉譜為靈感——鞋面以傳統墨色呈現,通過柔軟舒適的新西蘭美利奴羊毛原料打造;鞋帶則以具有色彩反差感的黃色進行呈現;藍色及粉色的細節搭配,則將臉譜的斑斕色彩演繹極致。此外,Allbirds于北京城市地標中汲取靈感,發布三款城市限定鞋帶——故宮琉璃金、香山朝霞紅、長城冰川灰,為舒適穿搭帶來更多時尚選擇。此外,5月25日至26日,Allbirds北京店還將為到店消費者送上精致可口的餐點,以及充滿環保巧思的精美禮物。

“We are very excited to open our second store in China here in the country‘s Capital to offer our unique and thoughtful store experience to the Beijing Consumers. We have been planning and working very hard to enter the market for a very long time, and believe great products and experience, and our direct communications with Chinese customers will help us build a sustainable business in China in the long run,” Said Erick Haskell, President of International at Allbirds.

“我們非常高興看到Allbirds在中國的第二家線下實體店正式落戶北京,這意味著我們在中國市場又邁出了堅實的一步。今后,我們將繼續致力于為中國消費者帶來環保舒適的產品以及獨特的零售體驗。我們也將加強與中國消費者的溝通,傾聽他們的需求,從而實現品牌在中國的可持續發展。”Allbirds全球業務總裁Erick  Haskell表示。

Today, a video presented by Allbirds featuring Academy Award-winning actor and environmental activist Leonardo DiCaprio, also an investor of the brand, will be released ask “New Questions?” - What if using different materials made all the difference? 

同時,Allbirds攜手致力于環境保護的奧斯卡影帝萊昂納多·迪卡普里奧(Leonardo DiCaprio)發布品牌概念視頻,共同提出了一個未曾被提及的問題:改變取材,會否讓一切變得不同?

The certified B-Corp answers DiCaprio’s question and proves that comfort comes from nature. Allbirds not only seeks natural and recycled materials for its innovative, comfortable and streamlined designs, but always keeps sustainability in mind.  One of the many examples is that Allbirds has fully launched the "carbon neutral" plan to offset the emission it took to make shoes.

作為美國B-Corp(Benefit Corporation共益企業)官方認證企業的Allbirds則以實際行動給予回答:舒適源于自然。自創立以來,Allbirds便將自然視作靈感繆斯,不僅通過天然、環保的原材料成就創新、舒適、簡約的產品設計,更持續踐行可持續發展的環保理念。近期,Allbirds已全面啟動“碳基金”行動計劃,投入資金實現“碳抵消”,從而降低對環境的影響。

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