What makes a great retail street?
通过调研和案例研究，我们在欧洲传统商业街中发现了优秀商业街区的理想原型。紧接着，我们又研究了传统商业街区的建筑代表元素，试图发掘原汁原味的街区应该包含哪些要素，它们成功的原因是什么，或者说商业价值何以体现。Based on our research and reference case studies, we have identified in the classical European commercial street the ideal prototype of a great retail street, and we then studied the historical architectural elements of what makes a truly authentic city street, and why it is successful or makes it commercially viable.We found that the two main traits of great streets are the following: 优秀的商业街是渐进有机发展的结果，积淀着历史的记忆，承载着文化传承、农业历史、社区行为、商业集散等功能。They evolved organically over time and are representative of a historic period of time, a cultural, agricultural past, communal behavior, enhanced paths or trade routes 优秀的商业街是商业思维和建筑设计对当下社会潮流的映射：城市化进程以及城市更新、未来城市前景、当前市场环境等。They are conceived and built in response to current urban development or redevelopment trends, future city aspirations or market condition responses indicative of a modernized period of time.Here are, in details, the attributes of what makes a truly great retail street:
Our studies show that most European cities developed along circulation corridors. The architecture grows around them in a very intimate and compact way. We find that city plazas and courtyards are the larger public spaces within the cities and are designed to accommodate the village, town or city inhabitants for special events and community gatherings. Everything about the authentic European city, whether it be roadways, pedestrian allays, commercial streets, or iconic architecture reinforces human scale and proportion, directly related to its environment and time period.
著名的欧洲城市均随着历史有机发展，其发展无不体现了城市的地理特质，如丰富的自然资源、山城小镇或是充满活力的滨水空间，贸易要塞或是文化个性。这些城市经历历史的洗礼，直到今天，仍为我们提供各种舒适愉悦的体验空间，唤醒我们有关“场所独特性”的各种感知、情感和语言。Every great classical European city evolved organically over time, celebrating geographic constraints such as access to natural resources, hill town attributes or river front life forces, trade routes and or cultural individuality. These cities represent early development that has lasted the test of time and are still there for us to enjoy and experience today. These cities evoke human senses, emotions and speak about the“Uniqueness of Place”.
在历史悠久的欧洲城市，建筑随着时间的流逝而不断发展演变，直接体现了地理位置、本地材料、环境条件和农业劳动力的特质。城市的建造一直关注不可复制的细节和工艺，每座城市的建造都基于特定的历史时期，体现了当时建筑施工的精细程度和工程限制。在开明的时代，重要标志性建筑展示了古老欧洲城市的财富，随着城市的快速发展和经济的繁荣，城市财富也进一步增长。今日，简单地为类似体量的建筑强加一副古典的立面方案，这是对传统建筑的现代化诠释的误读。In classical European cities the architecture developed organically over time and was in direct response to geographic location, local materials, environmental conditions and pre-industrial human labor forces. Cities were built over decades with attention to detail and craftmanship that can no longer be replicated today, each city was built during a specific period of time that celebrated construction sophistication, technology and engineering limitations of its time. During enlightened periods, the wealth of classical European cities were showcased through its architecture of primary iconic importance and developed during times of high urban growth and economic prosperity. Today the modern abstraction of classical architectural style is often misrepresented as simply a façade treatment applied to three dimensional box of similar scale or proportion.The Gensler's approach in building successful retail streets 根据我们的愿景和案例研究，Gensler提炼出了一套适合当下思路，对欧洲传统建筑的设计细节进行现代化的诠释。我们不主张单纯的照搬欧洲传统建筑，来打造地标以及商业目的地。相反，我们主张古为今用，营造适合当今市场环境的的卓越的商业街区；这与中国流行数十年，获成功或失败的传统建筑开发风格截然不同。Based on our studies and vision, we are proposing a modern architectural abstraction within key elements of European architecture. We do not advise our clients to pursue a pure replica of classic European architecture in order to make the place unique or a destination based on this approach. Rather we advise integrating anchoring systems, in order to create a unique Experiential Place as opposed to a stylized development that has been done over and over in China over the past 10-15 years with varying degrees of success and failure.
事实上，大多数“复制建筑”（这个词是碧安卡·博斯克在《谁把埃菲尔铁塔搬到了中国》一书中造出来的）都没能达到预期效果，有形却无神，沦为门可罗雀的景点或婚纱照取景地。它们最大的问题往往在于不考虑当地居民的需求、习惯和生活方式（比如风水），也不了解大大不同于传统思维的当代设计潮流。Most of the “duplitecture” constructions in fact (a term coined by Bianca Bosker, author of the book “Original Copies” ) failed to meet expectations, becoming soulless places or empty tourist attractions where to snap wedding photos. Very often the big mistake is not considering local people needs, customs and lifestyles (Feng Shui is one example) and in general the modern design trends, which are very different from the ones of the past.因此，Gensler的商业街区设计思路不是单纯复制传统街道的美学元素。我们的主要目标是贯通古今，利用现代的技术、创意，诠释欧洲传统建筑的精髓。传统元素被提炼为当代思路，并基于当代设计潮流来表达。唯有如此，方可赋予经典以全新的生命，塑造出真正“独一无二的场所”。For these reasons, the Gensler's approach in building a successful commercial retail street is not limited to simply reproduce the aesthetic elements of the classic street, but our main goal instead is to integrate and blend modern ideas of technology and innovation with elements of European architecture. The elements will be abstracted into a modern approach and expressed based on today's design trends. Only in that way we can give birth to a whole new identity and create the real “uniqueness of the place”.
| 该商业项目融合了德国巴伐利亚传统城镇住宅和店面的建筑格局，同时保留了两者的突出特征。尖顶造型是传统欧洲城市的常见房屋样式。The commercial development combines the organizational structures of the traditional Bavarian townhouse and shop-house without losing the performative characteristics of each type. The cluster of these volumes with pitched roofs celebrates what is common to the conventional European cities.我们的追求不是开创新的流派，而是要让我们的项目反映时代风貌，真正成为人们愿意来，来了不愿走，可用餐，可娱乐，可购物，可休闲的去处。We are not driven by creating a style but rather producing projects that are reflection of our time and the people that will come to visit, play, dine, shop, relax and spend their time within our built environment.我们致力于打造独一无二的场所感，让消费者有丰富的体验，有各种互动交流的机会，让他们感觉自己就是在“这里”，而不是伦敦、威尼斯或巴伐利亚的某座山城。我们相信，商业街不应该成为迪士尼乐园那样的古典欧洲主题公园。Our focus is creating space for the consumers to feel they are part of a unique Place with a variety of offerings and interactive opportunities and not as though they are in a Bavarian hill town, in London or Venice. We do not believe that the commercial street should become a classical European stylized theme park similar to Disneyland.当代的消费主力是懂科技、脑子灵、口味刁、追求互动与体验的年轻人。他们见多识广，追求新潮和有趣，喜欢生机勃勃的东西，也喜欢探索新事物。他们不会被建筑风格吸引；吸引他们的是“吸引力”本身。Today's consumers are young, technologically savvy, smart, selective and driven by high level of interaction and experience. They travel more than ever before and are constantly seeking something new, hip, vibrant, fun and explorative. It is not the style of architecture which attracts consumers, it is the attractions themselves which do this.