意 识 剧 场

向生设计事务所 × 薇拉摄影

项目类型 | 展厅空间

图文提供 | 向生设计

About the project "Aviva"

雪山与摄影的相遇，

不仅是在此地，

更是在雪山、河流、大地之上。

那些生活的现场，

都是人生之剧无 边的舞台。

相遇、相爱，

我们都值得被记录一生。

Preface// 前 言

每一个城市都有他们逐年进化而来，或者经营出来的独特韵味。而在中国房地产快速发展的这几十年里 ，似乎逐步淡化了这些在地性的特质。我们去到南或北，城市中心的模样越来越相似，多少还是觉得有 一些缺失。

这也给从事空间设计的建筑师、设计师们留下了挑战，也创造了机会。

同样，在中国的黄金经济发展期里，众多有先锋思维的品牌从本土发源，乘着浪潮面向全国扩张。它们都需要有足够的能力去驾驭趋势和变化，我们作为陪伴这些品牌的助力角色，也在以上的矛盾中，不停从设计思维向用户思维转型，以应对各种挑战。

在薇拉摄影这个项目里，我们总结有三。

▼空间概览 Overview

NO.1

Localization// 在地化

我们在丽江，站在这三栋新旧交替的建筑面前时，古城建筑低矮且需保留传统飞扶檐，现代框架结构的 三栋建筑各自分离，我们需要让品牌与此地产生更多关联，也需要让建筑内部环绕着本土风光。我们代 入客户视角，又该如何去体验一家国内头部摄影公司在丽江的旅拍店，是我们需要解决的问题。在保留 传统屋檐的前提下，我们尽可能用当代的手法去做表皮的包裹。

In Lijiang, when we stand in front of these three buildings, the low shape of the ancient city buildings retains the traditional flying eaves, and the three buildings with modern frame structure are separated from each other.We need to make the brand more related to this place, and we also need to integrate the local scenery into the interior of the building.We hope to solve the problem of how to have a better sense of experience in Lijiang travel photography store of a domestic head photography company from the perspective of customers.On the premise of retaining the traditional eaves, we try our best to keep the original building and wrap the skin with contemporary methods.

▼外立面 Facade

阳光板让建筑柔和的透着光，基座用本地采石厂运来的石块垒筑，结构又都是明朗和利落的。通过桥廊 连接第一栋和第二栋 矮墙连接第二栋和第三栋，让他们有机的串联在一起，同时也刻意留出结构缝或窗 口，有内外观望的余地。

We use the sunlight board to let the building shine with soft light. The base is built with stones transported from the local quarry ， The structure is clear and neat.The first and second buildings are connected through the bridge corridor, and the second and third buildings are connected by the low wall, so that they can be organically connected in series. At the same time, structural joints or windows are deliberately reserved to allow connection between the inside and outside and there is room for observation.

NO.2

Literary exploratio // 文学性探索

我们叙述这个空间，传递情绪和品牌认知。创造力，赋予设计师和艺术家天然的权利，我们将习以为常 的词汇重新组合，表达抽象的一些感知力，想给用户带来更多宁静和感动的东西。

我们用「意识剧场」这个母题，划成三个段落。嵌套进本土让人难以忘怀的雪山、河流和大地。

When we describe this space, we convey emotion and brand awareness.Creativity gives designers and artists natural rights.We recombine the words we are used to, express some abstract perception, and want to bring more quiet and moving things to users.We use the motif of "consciousness theater" to divide it into three paragraphs, which are nested into the unforgettable snow mountains, beaches and earth.

We use the motif of "consciousness theater" to divide it into three paragraphs, which are nested into the unforgettable snow mountains, beaches and earth.

▼雪山 Snow mountains

▼河流Beaches

▼大地 Earth

从功能上依次解决接待-婚纱展示-化妆拍摄。将空间游走的过程变得更具备仪式感和体验性，在无形中加 强用户对品牌的深刻感知。为每一位观者带来一个可以被感知的艺术世界，一个可以被触碰的梦。

In order to solve the problems of reception, wedding dress display and make-up shooting in turn from the function, make the process of space walking more ceremonial and experiential, and virtually strengthen users' deep perception of the brand.Bringing an art world that can be perceived and a dream that can be touched to every viewer.

剧场一：雪山-仰望｜Theater 1: looking up at the snow mount

第一栋作为初始印象，我们希望用户从外围步入的瞬间能被打动。

As the first building to be seen, we hope that the initial impression will start from the outside, and users will be infected instantl.

在多边形空间内植入圆形中庭，将功能板块消化在四周，中置一个巨大的旋转楼梯 拾级而上包裹在塔状空间内，让用户在拾级而上的过程中对空间及品牌具备充分的探索欲。

The polygonal space is surrounded by functional zones. A circular atrium is implanted inside, and a huge rotating staircase is placed in the middle, which is wrapped in the tower like space, so that users have a full desire to explore the space and brand in the process of climbing up.

▼接待区 Reception

▼走廊 Corridor

▼选片区 Selection

剧场二：河流-漫步，Theater 2: stroll along the beach

▲前台 Reception

第二栋用了明确的河流蜿蜒的形态，从入口接待一直流淌至末端出口。

The second building uses a clear river winding shape, flowing from the entrance reception to the end exit.

▼礼服馆Dress hall

河流两侧的河滩则作为婚纱展示的陈列区 ，同时采集黑色石块高低垒筑成山丘 ，又像是为洁白的婚纱策划了一场展览。

The beaches on both sides of the river are used as the display area for wedding dress display. At the same time, the collected black stones are built into hills, which is like planning an exhibition for white wedding dress.

落地玻璃窗外透进柔和的光 ，用户在蜿蜒河道和阵列廊柱间穿行游走，很难不让身着婚纱同时深陷爱情的年轻女孩们动容。场域营造是用户体验的极大助推器。

Soft light shines through the floor glass window. Users walk through the winding river and array pillars. It is difficult to keep young girls in wedding dress and deeply in love from moving. Field construction is a great booster of user experience.

▼楼梯 Stair

▼二楼礼服馆 Dress hall on the second floor

剧场三：大地-休憩,- Theater 3: Earth - rest

▲前台 Reception

作为最后一个剧场也是停留最久的一栋，我们将平实的大地作为主题让用户停留。

As the last theater, it is also the one that stays the longest.We take the plain earth as the theme to let users stay.

▼化妆间 Powder room

利落的直线划分成不同片区，每一处又能串联和观望。砂岩质地的土色墙面，烧灼后的原木雕塑伫立，用户可以安定地在此化妆做拍摄前准备。

The area is divided into different areas by neat lines, and each area can be connected and watched.The burnt log sculpture stands on the earthen wall with sandstone texture.Users can safely make up here to prepare for shooting.

▼卫生间 Bathroom

三个略显文艺的剧场串联起母题，文学性亦可构架用户体验全旅程。

Three theatres with literary and artistic features are linked together to form a motif.Literariness can also construct the whole journey of user experience.

NO.3

PracticeEvolution // 实践与进化

在整个项目建造过程中，我们也收获颇多。设计师自身亲自实践，与供应商、工人师傅们一起去矿山挑选合适的黑色的石料，在现场的垒筑，木头的熏烤和打磨，和花艺师驱车去找本土的花材，现场讨论如何与空间的光影结合等。这种当下自发的共创，让坚硬的空间和项目变得立体和具有温度。

During the whole construction process of the project, we also gained a lot. The designer practices in person and participates with suppliers and workers.Go to the mine to select suitable black stones, build them on site, smoke, bake and polish the wood, drive with the florist to find local flowers, and discuss on site how to combine with the light and shadow of the space.This spontaneous co creation makes the hard space and projects three- dimensional and warm.

我们不希望将对设计的热爱停留在理论阶段，而要落实在具体的场景里。对项目的敬畏，让每一个项目都变为一次全新的探索，而一次次小实践微创新都转化为团队通用的表达方式。同时，我们也愈发深刻的理解到，世界上每一个工种都有他独特存在的合理表达，好像我们不能要求项目经理有极强的理解力和沟通能力，而他大概率具备极强吃苦耐劳的能力。

We don't want to keep our love for design at the theoretical stage, but to implement it in specific scenarios. The awe of the project makes each project a new exploration. Small practice after small practice has been transformed into a common expression of the team. At the same time, we have also become more and more deeply aware that every type of work in the world has its own unique and reasonable expression. It seems that we cannot require the project manager to have strong understanding and communication skills, but he probably has strong endurance.

工人有工人的戾气，合作方有合作方的势利与迟疑，甲方也有甲方的偏执和保留。设计师作为全局的参与和坚定的推动者，最容易犯的一个问题是以自我为中心，希望所有人都能读懂自己，所有人围绕自己的想法全力以赴，而这样的执念容易让自己变得坚硬又脆弱。

The workers have the way of workers, the cooperators have the idea of cooperators, and Party A also has the insistence of Party A. As a participant in the overall situation and a firm promoter, designers are most likely to commit a problem that is self-centered. I hope all people can understand themselves. All people have to go all out around their own ideas, and such obsession is easy to make themselves hard and fragile.

Peroration // 结语

我们认为设计师需要像一个导演，具备一种柔性的宽厚的力量。我们要学会工人的语言，笑着给他们递上一支烟，学会在泥沙里脱下精致的铠甲，有对不同人和物的包容能力。无论和谁合作，遇到何种困难，都不放弃，都能主导项目循序发展，慢慢推到一个更良性的轨道里。无论是从技法还是理论，还是文化上的转变，在我们眼里，都是设计师的进化之路。

ABOUT PROJECT

- 八栋1层平面图-

- 八栋2层平面图-

- 八栋外立面图-

- 九栋1层平面图-

- 九栋2层平面图-

- 九栋外立面图-

项目名称｜薇拉丽江·意识剧场

业主名称｜薇拉摄影

项目地址｜云南丽江

项目面积｜2590㎡

设计单位｜向生设计事务所

主创设计｜张静 / 邹浩

设计团队｜王汉琦 / 刘嘉惠 / 涂伊凝 / 周依 /

黄世义

灯光设计｜有束光照明

木作提供｜朗生板业（武汉）

设计时间｜2021.04

完成时间｜2022.01

主要材料｜夯土卷材\磨砂不锈钢\银箔\

朗生饰面板\波纹板不锈钢

项目摄影｜穆彪

ABOUT DESIGNER

向生设计事务所是一所以品牌研究为主导的专业设计机构，致力成为影响中国新商业市场的一股新锐设计力量。以新商业核心为驱动，融合艺术美学、潮流美学、生活美学的新探索。更擅长于城市新生代人群建立沟通，专注于品牌及空间多维度情绪体验式的消费场景研究。关注品牌长期价值，持续助力品牌打造新视野设计与完整有效的用户体验。用东方设计思维拥抱世界，用创造深度解决问题。

我们相信在未来，潮流文化和商业的边界越来越模糊，理智与情感的碰撞，慢慢演变成新一代年轻人的“基础需求”，向生的每一次创造旅程，把问题当作契机去钻研和思考，在意想不到之处发现价值与机会，不断蜕变生长。

张静向生设计事务所 / 设计总监

张静，毕业于湖北美术学院，武汉市如果艺术家空间设计有限公司、向生文化创意设计（武汉）有限公司主理人兼设计总监。荣获国内外多项室内设计大奖。

设计理念：努力做出那些能让眼睛愉悦，身体却备受感染的空间美学。

邹浩向生设计事务所 / 设计总监

邹浩，武汉市如果艺术家空间设计有限公司、向生文化创意设计（武汉）有限公司主理人兼设计总监。荣获国内外多项室内设计大奖。

设计理念：尊重世界文化的多元性，也致力于独立思考空间美学的哲学意义。

- 代表作品 -

向生设计 ×深圳薇拉·巨石矩阵

向生设计 ×用心餐厅-Roiinn

- 近期好文 -

王怀庄 × 酷班音乐培训学校

交叉态建筑设计 × DOT SKIN 原点肌研

佳作｜登胜设计 × DONAN医美

- END -

编撰|园子 校对| 伯伦

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