Debrand
Project Rebrand
Year 2017
Location Taipei
Located at the most popular sector in Taipei Taiwan - Ximending, the experience begins with the archway shaped like the brand logo. The shop windows are lined with two models exhibiting the latest products from Debrand to whet the customers’ appetite before heading inside. It is hard to ignore the sci-fi-inspired storefront walking down the street. Debrand is owned by a Taiwanese singer and pop culture icon, Kenji Wu. The target audiences are between 20s to30s who like to show off their characteristics through unique clothing. When guests come to Debrand, they are going to be immersed like no other store can.
坐落在台北最熱鬧的地段- 西門町，這是一間難以讓人忽視的科幻風格服飾店。玻璃櫥窗裡排列著兩座3m高的機械感圓形休眠艙,強烈而炫目的視覺吸引著過路人的好奇。DEBRAND是由台灣歌手-吳克群所創造的流行文化指標品牌，吸引的是一群渴望透過獨特的服裝，以彰顯自己特點的20~30歲之間的年輕人。
When entering the store, the lights mounted on the archway changes color with sci-fi voice welcoming the guests. The lamp tubes in front of the archway are arranged in λ-shape which mimics the inner part of Debrand’s logo; the lamp tubes and the archway as a whole recreate the brand’s logo. Looking to the left are two exhibits at the display window that look like Iron Man’s Hall of Armor. The first floor is covered in black with lighting strips installed in a grid pattern in the ceiling creating an illusion of arriving at a base of a spaceship. From the moment the guests enter Debrand, they are transformed from ordinary people to superheroes.
以品牌LOGO作為入口的意象,六角形的金屬拱門與一支支變換色彩的燈管律動的排列成”人”,當進入店內，拱門的燈光因感應而啟動,連動的機械音效宣示著一趟科幻之旅即將開始。一樓的空間覆蓋在黑色的底，交錯著白色的格狀光帶,線條從天延伸到立面,將天壁融合在一起,創造神秘基地的感覺，基地內聳立著兩座圓形休眠艙，像是收藏了鋼鐵人的祕密裝備，讓到此的客人，即將從平凡人變成超級英雄。
Further along the trails, guests come across a backlit wall full of arsenals. The arsenal wall is stretched along to the second floor. As they see weaponry arrangements adorning the wall with brand products, it is hard to resist to pick up a product just like picking up a weapon to go aboard the spaceship. Still, the journey has just begun, our senses are only just beginning to understand the overload of color, visual spectacle, sounds and emotional encounters that they shall have to brace for.
再往前走，右側是一整面沿著樓梯而上衝擊著視覺的武器光牆，想像拿起一個產品就像拿起武器去登上飛船。儘管如此，旅程才剛剛開始，我們的感官才剛被開啟。
On the second floor, customers will find themselves boarding a spaceship. Contrarily to the first floor that is covered in black, the “spaceship level” has a white theme with black lines inlay in the ceiling stretching to the wall then to the floor. Materials like stainless steel and translucent acrylic racks are used so the customers can be fully immersed in the sci-fi and futuristic concept. Customers can pick the clothes from the translucent acrylic racks that look like the products are floating. Moreover, the right wall is inlaid with Debrand’s signature pattern inspired by the oracle bone script creating a scene like Matrix digital rain. Turning to the left are two fitting rooms cover with Debrand’s logo. The designer uses smart glass technology for the fitting room doors that the glasses change from clear glass to obscure when lock creating a feeling of getting ready to transport into the mission fields.
上了二樓，顧客會發現自己來到另一個境地。不同於神祕黑色的一樓，全白的空間寧靜的氛圍像一艘行駛在宇宙中的太空船。白色的空間以黑色線條勾勒出空間無限延伸的錯覺，可以完全沉浸在科幻和未來的氛圍中。顧客可以隨意從透明的壓克力衣架上拿看起像是浮動在空中的衣服。此外，右側壁櫃牆面以DEBRAND品牌的東方抽象元素-甲骨文字圖騰裝飾,增添神祕的氣氛。轉向左側是以大型LOGO覆蓋著的穿透更衣間。設計師使用電控玻璃作為更衣間門片,在上鎖的同時，門片瞬間從透明變霧化，並在空間中迴盪著品牌理念的音效,是一個讓人感到驚喜的使用經驗。
Art exhibitions related to sci-fi and superheroes are regularly held in the store. In the middle of the room are uneven white cubes sprouting from the ground that is used to display products and art pieces. The black lines in the wall also have hooks that can hang artworks. As a whole, the shopping experience at Debrand unquestionably is upgraded and unmatched. Everywhere the customers look, they will be fully immersed in their stories as they shop within this unique space. If you haven’t been to Debrand, in many ways it’s like you’ve never been to Ximending.
在2樓也設定為藝文展覽可定期舉行的多用途空間，在中間漸高的白色方體展台可展示產品和藝術作品，天花與壁面延伸的黑色線條內埋可懸吊畫作的軌道掛勾。整體而言，在DEBRAND不僅是無與倫比的購物體驗，更是滿足科幻想像的驚奇空間。如果你還沒有去過DBRAND，那你一定不能錯過這個西門町的新地標。
