TECH NATURE

ISENSE DESIGN X MACONDO

马孔多全国首店

未来自然主义下的跑者乌托邦

01

Prologue

当跑步成为一种更日常的城市生活方式，跑者需要的已不只是购买装备的场所，而是一个能够理解身体、温度、城市、赛事与社群关系的空间。
MACONDO 马孔多作为专注城市跑与越野跑的专业跑步品牌，始终围绕“专业、科技、原创”展开产品与品牌表达。全国首店落地于北京朝阳大悦城，店面空间不仅需要承担零售功能，更需要成为品牌精神被完整感知的线下入口。

As running becomes an increasingly everyday urban lifestyle, runners need more than a place to purchase gear. They need a space that understands the relationships between the body, temperature, the city, races, and community.
As a professional running brand focused on urban running and trail running, MACONDO has consistently built its products and brand expression around professionalism, technology, and originality. Located on the 4th floor of Joy City Chaoyang in Beijing, the brand’s first national store is not only a retail space, but also a physical entry point where the spirit of the brand can be fully perceived.

在这个项目中，ISENSE DESIGN 提出了 TECH NATURE 未来自然主义的设计概念。我们希望以未来感、科技感和实验感建立品牌的专业识别，同时把城市跑步、温度选择、赛事信息与社群活动组织成一条可被体验的跑者路径。

For this project, ISENSE DESIGN proposed the concept of TECH NATURE, or Future Naturalism. The design establishes a professional brand identity through a sense of futurism, technology, and experimentation, while organizing urban running, temperature-based selection, race information, and community activities into an experiential path for runners.