Banc of California Stadium —Los Angeles

在世界各地，为了迎合口味越来越“刁钻”的消费者，生活时尚类项目的开发与品牌开发在趋向融合。购物不再只是购物，住宿也不再只是找个地方睡觉，就连看场体育比赛都超出了以往的概念。由Gensler设计的加州银行体育场，作为美国职业足球大联盟扩张球队洛杉矶FC的主场，让比赛日不仅是绿茵场上90分钟的比拼，更打造了一处商业、娱乐和住宿目的地。

Lifestyle development and brands are converging into singular hybrid projects around the world as they rethink how to engage with more savvy customers. Shopping is no longer a stand-alone event and overnighting at a hotel means more than just finding a place to sleep. Even attending a sporting event has broken the box of its myopic past. With the opening of the Gensler-designed Banc of California Stadium, home to the Los Angeles Football Club Major League Soccer team, game day is more than just what's happening on the field. It's a destination for retail, entertainment, and hospitality in a district that's alive well beyond the 90-minutes of the match.

      为什么会发生融合？为什么融合发生在当下？

我们身处一个全新的理性化时代，市场正在整合流程与系统，使其更合理、统一、互联。Gensler体验指数研究的主题是设计与体验之间的相互影响。该研究表明，亚马逊、爱彼迎、优步等数字主导品牌有着强劲的消费者吸引力。当代消费者对这些品牌有着一套截然不同的预期体验，而且将这些预期投射到了现实世界中。他们的预期是：不论距离，不分时间，一切都要触手可及。

    WHY ALL THIS CONVERGENCE AND WHY NOW?

We're in the midst of a new era of rationalization, where markets are merging process and systems to make them more logical, consistent, and interconnected. According to Gensler's Experience Index (EXI) research, which studies how design shapes human experience and vice versa, online interactions have shown us how easy and frictionless engagement can be with digital-first brands like Amazon, Airbnb, and Uber. Consumers now have a very different set of expectations around how they experience those brands, and they're projecting that onto the physical world. They expect easy access to anything, regardless of where they are or what time of the day or night it is.

The collective - Seattle

当代消费者一方面有科技和数字的加持，另一方面又缺少时间，不断被打扰，被无处不在、来自各种渠道的内容所淹没。设计师、开发商、品牌商都在融合中探索本真、互联的体验。平台并不重要——数字平台、实体空间、AR、VR都可以。

Today's consumers are tech-fueled, digitally empowered, time-starved, relentlessly distracted, and inundated by ubiquity of content through all forms of media. Designers, developers, and brands are all working to provide authentic and connected experiences among these converging forces. We know that the platform no longer matters—it could be digital, physical,AR, or VR.

重要的是，我们要将体验当成事件的合集。体验不是孤立的瞬间，而是一系列瞬间的串联。Gensler正在通过策略和研究在这片新大陆上进行探索。我们的数字体验设计领域已经走在创造全新沉浸式体验的前沿，能够为业主提供前所未见的卓越体验。

What does matter is that we treat experience as an aggregate of events. Experience is not a single moment, but rather a series of moments put together.

At Gensler, we're innovating in this new landscape through strategy and research. Through our Digital Experience Design practice, we're at the forefront of creating all-new kinds of immersive experiences that are far more sophisticated than anything our clients have seen.

Westfield Century City - Los Angeles 

      综合体取代单一用途建筑

综合性项目的需求量越来越大，主要原因是城市化的持续推进。亚洲等地区的传统农业模式正在被机械自动化所取代，人才的需求不断增长，城市在不断吸收求职劳动力。根据世界卫生组织的数据，目前全球有54%的人口居住在城市中。联合国预计，世界城市化率将在未来三十年中达到三分之二。

     SINGLE-USE BUILDINGS ARE OUT, AND CONVENIENT AND DIVERSE MIXED-USE DEVELOPMENTS ARE IN

Hybrid projects are more in demand than ever, largely due to the continued growth of cities. As traditional farming practices give way to automation in places like Asia and India, and the talent demand continues to grow, urban areas are absorbing populations looking for work. According to the World Health Organization, 54 percent of the world's population now lives in an urban area, and the United Nations projects that two-thirds of all people will live in a city within the next 30 years.

开发商敏感的洞察到了城市化对未来开发的影响。针对新一代用户的需求，他们正在从单一用途建筑转向综合用途开发，以此提高物业价值。兼具住宅、商业、办公、酒店功能的高密度开发能够增加项目的多样性，起到分摊金融风险的作用。综合体项目还营造了内在的经济生态体系。实际上，办公、居住、休闲于一体项目的市场需求要高于功能单一的项目。

Developers are keenly aware of these trends, and they are raising the value of their assets by moving away from single-use buildings to a hybrid model for a new generation of users. By creating dense blocks of real estate anchored by residential, retail, office, or hospitality, developers are balancing their financial risk across a diverse portfolio. Multi-use developments also offer built-in economic synergies. In fact, developments where people can work, live, and play in one concentrated place are generating higher market demand than those that don't.

The collective - Seattle

商业地产开发商也在转型，从传统的以服饰为中心的百货商场模式转向空间、业态更分散的非服饰零售店、创意办公空间、休闲娱乐租户、活动空间、快闪店等。不久之前，商场还是以百货、电影院、快餐厅为主力店。现在，金州勇士和洛杉矶FC这样的大牌球队要算一笔经济账了。与其让主场每年空闲四个月，不如把全年都利用起来。而越来越善于营造体验的综合体开发商也乐于与大牌球队强强联合。

Retail-based developers, too, are migrating away from a focus on apparel stores clustered around department stores to more diverse networks of non-apparel retailers, creative office space, leisure and entertainment tenants, event and pop-up spaces. In the not-too-distant past, the main attractions have been department stores, movie theaters, and fast food. For sports franchises like the Golden State Warriors and Los Angeles Football Club, the economics add up. It makes more sense to leverage a sports stadium year-round rather than for just eight months out of the year. And mixed-use developers — who are increasingly becoming experience curators — are happy to have high-profile sports teams as anchors in their mixed-use projects.

      品牌设计融合科技，为消费者打造数据驱动的沉浸式体验

成功的零售、酒店、娱乐品牌也捕捉到了当前的融合风潮。科技让我们能够随时随地做任何事情。工作不再只是工作，购物不再只是购物，就连睡觉也都不只是睡觉。我们在同时做这些事。这既改变了消费者与品牌的互动关系，也形成了随时随地、触手可及的预期。

     BRANDS ARE BLENDING DESIGN AND TECHNOLOGY TO ENGAGE CUSTOMERS WITH IMMERSIVE EXPERIENCES DRIVEN BY DATA

Successful retail, hospitality, and entertainment brands also recognize the prevailing convergence winds. They know that technology allows us to do everything all the time. We're never just working, or just shopping, or even just sleeping. We're doing it all at once, and this has changed both how customers interact with their brand and how they now expect anytime access.

Taobao choice store - Hangzhou 

我们相信，在这个愈发虚拟的世界中，好的设计、好的建筑、好的场所塑造是提供稳定的物理空间的一种手段。我们与淘宝、凯迪拉克、萨克斯第五大道等品牌的合作项目表明，通过设计手段，零售品牌线下店面正在将重点从产品转向有助于顾客契合与忠诚度的活动。

We believe that great design, great architecture, and great placemaking are a means of providing physical presence and stability in an increasingly virtual world. Our work with Taobao, Cadillac, Saks Fifth Avenue,and others shows how retail brands are using design to shift the in-store emphasis away from products and toward activities that promote engagement and build loyalty.

Comcast studio Xfinity - Washington

    设计与目的导向的空间愈发重要

在这个融合大行其道的时代，成功的设计意味着坚持对人的体验的专注。重点在于感觉——要通过一种超越庸常生活的特殊方式与人产生内在的共鸣。

    DESIGN AND THE PURPOSE-DRIVEN SPACE MATTER NOW MORE THAN EVER

Successful design in this era of chaotic convergence means staying focused on the human experience. It's about the senses—creating that visceral moment when something inside you connects with a place in a special way that's beyond-ordinary-life.

在这个科技无处不在的世界中，仅仅满足功能是不够的。在众多生活方式的品牌中，只有成功的营造完美的体验，吸引用户的时间、注意力以及消费的品牌才有可能在竞争中胜出。

In a technology-saturated world, it's no longer enough to be functional. Across the spectrum of lifestyle brands, those who deliver great experiences will thrive in the competition for people's time, attention, and spending. Those who don't will get lost in the shuffle.