青島萬象城

中國青島

室內(nèi)設(shè)計面積：9,072 平方米

建設(shè)單位：華潤置地有限公司

服務(wù)范圍：室內(nèi)設(shè)計

項目狀態(tài)：2017年竣工

Interior Design Area: 9,072 m2

Client: China Resources (Holdings) Company Limited

B+H Services: Interior Design

Status: Construction completed 2017

挑戰(zhàn)：通過室內(nèi)改造將項目打造為融合零售、餐飲、娛樂體驗的跨文化聚集地，成為當(dāng)?shù)鼐用竦纳詈萌ヌ帯?/p>

華潤青島萬象城坐落在以啤酒和濱海風(fēng)光聞名的山東省青島市，由中國商業(yè)地產(chǎn)領(lǐng)頭羊——華潤置地集團開發(fā)。作為華潤旗下高端商業(yè)旗艦產(chǎn)品，它是全國范圍內(nèi)規(guī)模最大、業(yè)態(tài)最豐富的購物中心，也是這座城市新的商業(yè)地標(biāo)。 2016年，B+H受華潤邀請，對萬象城室內(nèi)重點區(qū)域和6層幕墻進行改造。

華潤的愿景是將現(xiàn)有的建筑改造為一處生活場所，來應(yīng)對電子商務(wù)、線上社區(qū)對實體商業(yè)造成的顛覆性影響，并通過共享社交空間的概念來鼓勵人們聯(lián)系和互動，重塑線下社區(qū)的繁榮。在充分了解客戶的需求之后，B+H在B1、B2和6層運用了獨特的設(shè)計理念，滿足了不同客群對于社交的需求。我們還設(shè)置了不同類型的公共區(qū)域，為顧客提供獨特難忘的一站式體驗，令青島萬象城成為了當(dāng)?shù)鼐用褚惶幧詈萌ヌ帲⒎莾H僅是又一個購物場所。設(shè)計師在B1和B2樓層兩個特殊的“零售區(qū)”內(nèi)打造了數(shù)個多功能空間，這些空間可靈活地舉辦各類活動，包括體育運動、公共活動、音樂會、時裝展等。零售商業(yè)與餐飲、精品店、小型手工DIY店串聯(lián)在一起，讓顧客在商場內(nèi)散步的同時，可以享受到不同的體驗和服務(wù)。

我們的設(shè)計靈感來源于城市公園的概念。青島有美麗的海岸線和自然風(fēng)景，是中國最適合居住的城市之一。同樣的，我們?yōu)槭覂?nèi)空間引入了公園景觀、兒童樂園、慢跑道等元素，為顧客創(chuàng)造一種置身室外的氛圍。這是一處充滿活力而又私密的城市公園，兼顧社交和私人活動，并為人們帶來跨文化、包容的沉浸式體驗——是一個植根于中國文化又面向未來的聯(lián)合活力社區(qū)。為了吸引更多新生代消費者，我們引用了網(wǎng)絡(luò)流行用語，將B1，B2區(qū)域命名為“N次元公園”，寓意這個空間有無限可能性。除此之外，我們還將一系列鮮亮的色彩，包括黃色的霓虹燈引入空間，既彌補了地下空間自然采光不足的缺陷，也為空間注入了無限活力。“N次元公園”為鋼筋水泥的城市帶來一抹濃妝重彩，充滿活力、趣味和能量。

6層稱為“天空之城”（命名受日本著名影片《天空之城》啟發(fā)），靈感來自亞洲街頭小吃文化。整個區(qū)域圍繞“城市廣場”天井庭院設(shè)置，為顧客提供了大量空間進行社交并享受美食。本樓層的室外露臺可一覽活力都市及大海環(huán)抱的勝景，成為城市舉行特別活動如青島啤酒節(jié)、夏日農(nóng)夫市集以及其他商務(wù)或親子活動的首要選址。

The Challenge: To transform the existing building into a lifestyle destination for the local community by creating an integrated cultural experience that blends retail, food & beverage, and entertainment options.

Located in China’s eastern Shandong province in a city famous for its beer and beautiful coastal geography, the MixC Qingdao is a development owned by China Resources Land (CRL), one of China’s leading commercial real estate developers. CRL’s fl agship mall and home to its high-end retail brand,MixC Qingdao is the largest of its kind nationwide, serving as the city’s newest commercial landmark. In 2016, B+H was commissioned by the client to renovate key interior areas as well as the curtain wall of the 6th level.

Our client’s vision was to transform the existing building into a lifestyle destination； one that would address the disruptive impact of electronic, mobile and social commerce and unite the community through shared social spaces encouraging connection and interaction. Understanding this disruptive digital transformation and its impact on the retail industry, our unique design concepts for levels B1, B2 and L6 demonstrate the impact of social attractors. Through dedicated public spaces, visitors are offered unique and memorable experiences, transforming the MixC Qingdao into a lifestyle destination rather than simply another place to shop.

The creation of two special retail zones located at levels B1 and B2 integrate several multi-use spaces that can be con fi gured for sports activities, public events, concerts, fashion shows, and a multitude of other uses. Retail is seamlessly integrated into this mixed-use model through food & beverage offerings,boutique fashion stores, and small crafts and DIY shops that encourage visitors to leisurely wander throughout the mall and explore its offerings.

Our design draws inspiration from urban parks. Qingdao, with its beautiful coast and natural landscape,is one of China’s most livable cities. Our design creates an outdoor atmosphere for visitors through a park landscape, kids’ playground and a jogging trail. A vibrant yet intimate urban park, the setting embraces a variety of social and solo activities to generate a truly immersive experience by celebrating cultural and geographic diversity and acceptance. The result is an interconnected community grounded in Chinese tradition yet poised for the future.To attract younger visitors, we named the area NNPark. A popular cyber term amongmillennials, NN implies infinite possibilities. A series of striking colourful elements inject energy into the space, including yellow LED neon ceiling lighting, which also accommodates for the lack of natural lighting. Sitting in sharp contrast to the nearby concrete jungle,NNPark is a welcome burst of colour - rich with activity, fun, and energy.

Level 6, known as the City in the Sky (inspired by the name of a famous Japanese fi lm called “Castle in the Sky”), re fl ects the social nature of Asian street food culture. Organized around a courtyard with a defining skylight known as the “urban plaza”, this public area offers plenty of space for visitors to socialize, eat and connect. Exterior terraces on this level offer beautiful views to the energy of the city and nearby oceanfront. Mix C will become the primary location for special local events such as the Qingdao Beer Festival, Summer Farmers’ Markets, and other public events for businesses and families.