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如何做新一代的 MALL+街区商业新标杆     01 前言 Foreword 随着社会环境、消费升级等变化，商业地产迎来了怎样的机会？ With changes in the social environment and consumption upgrades, what opportunities does commercial real estate usher in?
随着公众审美提高、商业形式丰富，商业地产竞争变得更为多维，除业态组合、功能布局外，项目颜值、网红景观、功能体验成为商业地产的核心竞争力。 With the improvement of public aesthetics and rich commercial forms, the competition of commercial real estate has become more multi-dimensional. In addition to the combination of business forms and functional layout, the value of the project, the net red landscape and the functional experience have become the core competitiveness of commercial real estate. 业态布局 功能体验 项目颜值 网红景观 重视体验 + 定点打卡 + 保障非购物体验 如何打造商业地产核心竞争力？接下来我们将通过解读融创精彩汇找到一些启发。 How to build the core competitiveness of commercial real estate? Next, we will find some inspiration by reading the project. 02 前期分析 District Analysis 项目处于重庆目前具有巨大发展潜力的区域——西部新城九龙坡区，西部新城与两江新区、江南新城并列为重庆经济发展的三驾马车。是距重庆主城最近、面积最大、基础条件最好的都市拓展区域，也是重庆主城西进的主要载体。项目所处的华岩板块位于九龙坡区的核心板块，承接九龙坡东、西区域的“桥头堡”。 The project is located in the area where Chongqing has great potential for development-Jiulongpo District in the New West City. The West New City, Liangjiang New District and Jiangnan New City are listed as the troika of Chongqing's economic development. It is the nearest urban expansion area with the largest area and the best basic conditions to the main city of Chongqing.  【场地区位图】   【建筑效果图】    【场地分析图】 03 设计概念 Design concept 关于场地的思考：  我们通过合宜的景观尺度，区域的邻里中心，高品质的绿色花园，多层次的景观体验，构建幸福生活场景，打造沉浸式乐活商业社区。 We build a happy life scene through an appropriate landscape scale, regional neighborhood center, high-quality green garden, multi-level landscape experience, and create an immersive LOHAS commercial community. 我们希望能颠覆传统的商业形态，让这里更像是一个公园，而不是一个单纯为购物逛街的商业体。 We hope to subvert the traditional business form and make it more like a park rather than a business just for shopping. 我们将鲸鱼的主题植入，打造重庆地标式网红打卡IP式主题商业-融创精彩汇。 We implanted the theme of whale to create Chongqing landmark internet celebrity punching IP theme business-Sunac Wonderland. 整体商业分为五大主题空间，分别喂鲸彩广场，喷泉花园，鲸奇剧场，水母秋千，海洋之森。 The overall business is divided into five major themed spaces, feeding the Whale Color Plaza, Fountain Garden, Whale Theatre, Jellyfish Swing, and Ocean Forest. 重要节点分布 04 总体设计 Design Content 【总平面图】 【主题分区图】 【营销策略】 当大致方案确定下来后，我们也对基底铺装进行优化，我们做了整体四种类型不同的图底关系的尝试，试图找出最适合建筑场地语言的最佳方案。 After the general plan was determined, we also optimized the base pavement, and we made four types of different relationships between the base and the map, trying to find the best plan for the language of the construction site. 图底关系的推敲 我们做的四种铺装基底的方案，最终基底形式便按下面的实景确定下来。 The four types of pavement base plans we made, the final base form will be determined according to the following real scene. 【整体铺装图】 【夜景铺装图】 05 设计总图 Design Content 我们着重设计了六个主题性功能空间，分别为《鲸》彩广场，珍珠喷泉花园，鲸奇剧场，海洋之森儿童广场，水母秋千，商业外街界面。 We focused on designing six thematic functional spaces, namely 'Whale' Color Plaza, Pearl Fountain Garden, Whale Theatre, Ocean Forest Children's Plaza, Jellyfish Swing, and Commercial Street Interface. 【重要节点设计】 鲸奇剧场 WHALE PLAZA 作为一个焦点式的中心活动舞台，我们设计了威尔鲸鱼雕塑结合水景和特色铺装，激活整个商业空间。 As a focal stage for the central event, we designed the Will Whale sculpture to combine water features and characteristic paving to activate the entire commercial space. 【效果图】 【详细设计图】 【雕塑厂家深化图】 【建造过程图】 【实景图】 海洋之森广场 OCEAN WORLD PARTY 海洋之森广场分为三个板块，分别为章鱼秋千游戏圈，旱喷圈光广场，鲸鱼游戏圈广场。 Ocean Plaza is divided into three sections, namely Octopus Swing Game Circle, Dry Spray Circle Light Square, Whale Game Circle Square. 【效果图】 【实景图】 章鱼秋千游戏圈 【效果图】 【详细设计图】 我们将设计深化完成后，交给了雕塑厂家进行了二次深化，他们根据实际效果反复推敲，改进，很好的将我们的构思落地呈现给大家。 After we deepened the design, we handed it over to the sculpture manufacturers for a second deepening. They repeatedly refined and improved according to the actual effect, and presented our ideas to everyone. 【雕塑厂商深化图】 【章鱼雕塑小样】 【工厂建造过程图】 【材料跟灯光的反复测试】 【实景图】 旱喷圈光广场 我们加入了与人能互动的光电圈喷泉设备，增加了人的参与性。 We have added photoelectric circle fountain equipment that can interact with people to increase people's participation. 【效果图】 【详细设计图】 【厂家深化互动装置图】 鲸鱼游戏圈广场 【效果图】 【详细设计图】 【雕塑厂家深化图】 【实景图】 《鲸》彩 广场 VITALITY SQUARE 作为商业入口的主广场，是主要的昭示性广场，但整体的场地尺度不够大，如何引导人流进入商场，凸显其主要的昭示性？我们通过特色的广场铺装和强IP式的鲸鱼水景阶梯，加上后期营销的精神堡垒，达到了很好的效果。 The main plaza that serves as a commercial entrance is the main show square, but the overall site scale is not large enough. How to guide the flow of people into the mall to highlight its main show square? We have achieved good results through the characteristic square pavement and strong IP-style whale waterscape ladder, plus the spiritual fortress of later marketing. 关于入口楼梯的一些小尝试 【20180630第一版】 【20180821第二版】 【20180828第三版】 【20181114第四版】 后来的后来，经过了不计其数的修改后，终于确定了最终的方案。 Later, after numerous modifications, the final plan was finally determined. 【20191113确定版】 【详细深化图】 【雕塑厂家深化图】 【建造过程图】 【建成图】 珍珠喷泉花园 FOREST RHYME 作为商业广场的迎宾购物次入口，该场地承担着聚集人气，人流引导，趣味互动等功能。我们设置了互动式珍珠喷泉，项目LOGO标识，IP等设施，营造出入口休闲花园的氛围。 As the secondary shopping entrance of the commercial plaza, the venue undertakes functions such as gathering popularity, guiding people, and interacting with fun. We set up interactive pearl fountains, project logos, IP and other facilities to create the atmosphere of the entrance leisure garden. 【效果图】 【实景图】 水母秋千 DREAM SQUARE 作为童趣空间的商业外摆区，我们通过特色铺装游戏带，主题式水母，座椅，可移动式和吊挂式的游乐设施打造出聚集人气的特色空间。 As a commercial play area of the childlike space, we create a popular and unique space through special paving game belts, themed jellyfish, seats, movable and hanging amusement facilities. 【效果图】 【详细设计图】 【建造过程图】 【实景图】 商业外街界面 DISPLAY SPACE 作为沿街展示界面，我们通过层级台阶，特色铺装，商业外面，活化沿街展示面。 As the display interface along the street, we activate the display surface along the street through level steps, special paving, and commercial outside. 【效果图】 【实景图】 项目名称：重庆融创九龙坡 景观设计：荷于景观设计咨询（上海）有限公司 项目地点：重庆九龙坡 用地面积：31948 ㎡ 操盘团队：融创重庆地产景观团队 设计总监：萧泽厚 方案设计：周钶涵 杨瑞鹏 盛赛峰 范玉娟 任雪雪 程刚 后期设计总监：林小珊 扩初及施工图设计：夏陈成 李青 郁美 李敏 摄影团队：日野摄影 |
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