Space

Jeep Exploration Space

Extra Form

Area	China
Year	2025
Award	WINNER
Affiliation	Sothink
Description(English)	The space curates a complete lifestyle ecosystem featuring apparel, footwear, camping equipment, vehicles, and specialty coffee, redefining retail through Jeep®'s distinctive adventure ethos. The design harmonizes the brand's exploratory spirit with its signature bold, freedom-driven identity. Transcending conventional retail, this establishment serves as both a cultural nexus for Jeep®'s off-road community and a physical manifestation of the brand's core values. The Exploration Space creates a platform where the brand, consumers, and adventure enthusiasts co-author Jeep®'s enduring legend of "freedom" and "conquest."
Description(Native)	1、设计团队追溯本真与起源，将Jeep品牌文化活动的标志性举办地科罗拉多高原的摩崖（Moab）小城的岩石拱门复刻于空间中；作为整个空间的支柱和入口场景，拱门自然地引导顾客进入Jeep的品牌情境中，与Jeep越野车一起，彰显品牌的野性基因，体现出品牌对越野文化基因的传承。灵感汲于自然，拓展至整个空间，产品陈设区与功能区域选用同色系的木质材料，寻求人与自然的和谐共生。 2、Jeep1941年诞生于美国俄亥俄州，本次设计语言提取40年代工业厂房风格，将工厂内的铆钉、钢架等各类元素，转化为一楼通向二楼楼梯的设计语言，搭配标志性的军绿色阶梯，感受Jeep自1941年来的探索之路。 3、探索基地是Jeep精神和品牌价值的体现，将自然概念融入商业空间，在一层的核心位置，置入了生态互动体验装置。来自海拔5200m的山石诉说探索精神的极致，顾客戴上耳机，在海拔219m的上海就可以聆听来自世界之巅的声音，与大自然冷峻而深邃的灵魂展开对话与共鸣。 4、将从珠峰大本营回收回来的旧帐篷、旧睡袋、旧冲锋衣DIY制作成店内的休息椅，这种敬畏自然，守护自然的生态意识一直是Jeep品牌所尊崇的品牌观念。 5、G318国道是从上海到西藏聂拉木的一条此生必驾的越野自驾路线，探索基地也是因此选址于上海。我们希望探索基地可以作为自驾爱好者们的起点，将二层的入口做了开放式设计，集咖啡、旅居、文化品类，建立一个汇聚自驾、露营、服饰装备与社群的活动空间，不定期举办各种自驾爱好者的沙龙，让每一位来到这里的Jeep人都找到归属感。
Positive Comments
Judging Comments	The Jeep Exploration Space curates a full lifestyle experience—from apparel and gear to vehicles and coffee—embodying the brand’s adventurous spirit. Beyond retail, it serves as a cultural hub for the off-road community, offering a bold, freedom-driven identity that connects brand and consumers. Its immersive approach to retail earned strong recognition for redefining brand experience.

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