品牌影响力系列专访

ARCHINA建筑中国作为行业资深聚合平台，见证了中国建筑企业品牌的飞速发展。2021年底ARCHINA建筑中国发起了“最具品牌影响力建筑设计企业”评选活动。通过渠道关注度、行业知名度及市场美誉度等多个维度研判甄选，运用微信指数WCI、网页项目阅读量、同行数据调查表等当下主流渠道传播方式参考值，用实际数据支撑，分别评选出了境外TOP30和境内TOP100优秀建筑设计品牌。

NBBJ作为世界知名建筑设计公司，在各专业领域拥有很多成功的作品。合作客户既包括亚马逊、谷歌、微软和三星等行业领袖，也包括牛津大学、麻省总院、纽约大学朗格尼医学中心等公共事业机构。NBBJ秉持“为美好生活而设计”的发展理念，始终坚持通过谨慎细致的研究开展富有同理心的项目实践工作，力求打造富有动感、充满魅力的体验，从而扶持社区发展、提升健康福祉并践行打造可持续未来的承诺。要深入探讨NBBJ的企业品牌内涵，侧重于市场拓展和客户运营的角度是必不可少的。为此，我们专访了NBBJ资深协理、亚洲拓展负责人唐锦星先生。唐先生既是一位拥有规划、建筑和室内专业背景的设计师，也是一位商务专业人士。他深信良性的沟通是项目成功的一大关键，并始终致力于通过紧密的团队合作来促进项目团队与业主方之间健康有效的沟通。

唐锦星

NBBJ资深协理、亚洲业务拓展负责人

©Gena Falzon, courtesy NBBJ

采访人：范贇

ARCHINA 建筑中国副总裁、品牌研究中心总经理

范贇：优秀的设计企业品牌价值体现在哪些方面（比如对于行业、市场和客户的价值提升）？

What are the brand values of excellent design enterprises (such as value promotion for industry, market and customers).

唐锦星：在NBBJ，我们深感荣幸能有机会在许多全球顶尖的项目上与国际领先的客户开展合作。我们相信，我们的项目与众不同之处在于，我们既注重最大限度地发挥客户成功的潜力，也注重为更广泛的社区提升价值。在我们的所有实践领域当中，无论是设计企业园区、商业开发、医疗设施或是公共中心，我们都会关注设计是如何提升每栋建筑的用户体验。我们相信，建筑环境可以成为我们工作、生活和互动方式发生转变的催化剂。我们的目标是将这些服务从组织机构层面扩展到用户个体层面，使每个人都能更好地获得自然采光、新鲜空气和绿植视野，创造一个健康的环境，最大限度地发挥每个人的成功潜力。

We at NBBJ are very fortunate to have worked with global, progressive clients on many world-class projects. We believe what differentiates our projects is our focus on both maximizing the potential for our clients to succeed as well as adding value to the broader community. Across all the sectors of our practice, regardless if we are designing a corporate campus, commercial development, healthcare facility, or civic hub, we look at how design can enhance the experience of each building’s inhabitants. We believe the built environment can be the catalyst for a transformation in the way we work, live and interact with each other. Our goal is to extend these offerings beyond the organizational level to each inhabitant so that everyone can have greater access to natural light, fresh air, and greenery, creating a healthy environment that maximizes each individual’s potential for success.

深圳总部滨海大厦

© Tim Griffith

范贇：请问贵司近年来在行业交流、技术研发和科技创新方面都做了哪些主要工作？

Over the past few years, what has your firm done in the fields of industry exchange, technology research and development, scientific and technological innovation?

唐锦星：作为设计师，我们始终怀揣着好奇心，努力地探索和提升我们的专业，不断寻求物理空间设计的发展突破。为实现这一目标，我们需要多样化的视角和知识。长期以来，我们一直致力于重点话题领域的研究和开发，这其中既包括我们全球客户（在投资回报率方面）的关注重点，也包括与我们合作的城市及政府机构（特别是在城市化和城市发展方面）感兴趣的话题。我们聘请了一支横跨神经科学、发展策略、数字设计和建筑设计的多学科行业专家团队，不断创新自身的设计成果。我们尤其感兴趣的是复原力、健康福祉和包容型城市等话题。我们与领先的研究机构合作，如：华盛顿大学、著名的神经科学家麦地那博士，以探索物理环境的设计与人类健康之间的关系。我们最近的一个研究项目探讨的是关爱生命的话题，以及如何通过自然联系来改善办公场所群体的身心健康。我们以研讨会和会议等形式分享我们的创意，并将研究成果发表在我们的网站上。通过分享并邀请我们的客户及合作伙伴开展良性的对话，相信这可以对我们的行业和世界产生更广泛的积极影响。

As designers we are continuously curious to explore and advance our profession and push the envelope of what is possible in the design of physical spaces. To achieve this, we need diversity of perspectives and knowledge. For a long time, we have been investing in the research and development of key topics that interest both our global clients (in terms of ROI) and also the cities and governments we partner with (especially on the topic of urbanization and urban development). We employ a multi-disciplinary team of industry experts across neuroscience, strategy, digital design and architecture to constantly innovate our design outcomes. Of particular interest to us are the topics of resilience, wellbeing and inclusive cities. We partner with leading organizations in research such as the University of Washington and the acclaimed neuroscientist Dr. Medina to explore the relationship between the design of physical environments and human health. One of our recent research projects explored the topic of biophilia and how the connection to nature can improve both physical and mental wellbeing in the workplace. We share our ideas at symposiums and conferences and our research is published on our website. Through sharing and inviting our clients and partners in a healthy dialogue, we believe we can make a bigger impact to our profession and the world.

南京生态科技岛新纬壹科技园

© Paul Dingman

范贇：面对新基建新城建带来的历史机遇以及新科技带来的产业升级，公司如何利用自身优势进行战略布局。在城市更新、建筑改造、新型办公空间、TOD一体化设计等领域有哪些优秀案例可以分享。

Facing the historical opportunities brought by new infrastructure and new urban construction and industrial upgrading brought by new technology, how can the company make strategic layout by using its own advantages. What excellent projects can be shared in the fields of urban renewal, architectural transformation, new office space, TOD integrated design and so on.

唐锦星：我们在许多企业和商业类项目中目睹了开发规模和选址的转变。我们还注意到企业率先引领了横跨全区的大规模综合体开发项目。此外，针对特定行业领域投资大型园区的商业开发商正在从标准规格的办公室转向更有目的性和租户针对性的开发类型。开发类型的边界变得模糊起来，但共同的特征依然是开发以人为中心的环境，帮助人们获得发展成功。

We have seen a shift in scale and location in many of our corporate and commercial projects. We have seen corporations spearhead large scale mixed-use developments spanning a whole district. We also see commercial developers invest in large scale campuses that target a specific sector and are shifting away from a standard spec office into more targeted and tenant specific type of development. The boundaries of development types are blurring, and the common denominator is the development of human-centric environments that help people thrive.

许多组织和企业寻求通过新的标志性项目扩大其城市发展版图，他们会更积极主动地引领这方面的发展，同时也容易认同选址及生活方式对于吸引顶尖人才而言是至关重要的。这种发展方式具有不可忽视的潜力，因为这些公司将其所在行业完全整合到城市肌理当中。尽管我们正在国内开展此等规模的项目，但处于保密性原因，我们能够分享的细节十分有限，但我们可以和大家分享近期的两个创新型国际项目。

As many organizations and companies seek to expand their urban presence through new, iconic projects, they are more empowered to lead these efforts while recognizing that to be able to attract the best talent, location and lifestyle is important. This approach has insurmountable potential as these companies fully integrate their industry within the urban fabric. While we are working on projects of this scale in China, due to confidentiality, we are limited to share details, however we can share two of our most recent innovative projects from our global portfolio.

虽然城市企业园区通常是与周围社区分隔开来的，但位于美国弗吉尼亚州的阿灵顿亚马逊总部（被称之为PenPlace）却逆势而动，开辟了2.5英亩的公共开放空间、艺术家驻地生活区，新建了办公室和商业零售空间。通过打造一个充满绿色生机的自然环境、塑造共享体验，并实现100%利用可再生能源运转的三栋建筑，设计方案将重新构想未来办公，更好地支持员工和社区的健康福祉。

While urban corporate campuses are often separated from their surrounding communities, PenPlace at Amazon’s Arlington Headquarters in Virginia reverses this trend, providing 2.5 acres of public open space, an artist-in-residence program, new offices and retail space. Through a lush natural setting, shared experiences, and three buildings that will run on 100 percent renewable energy, the proposed design seeks to re-envision the future of work, better supporting the well-being of employees and the community.

亚马逊阿灵顿总部

© NBBJ

另一个项目是位于亚洲的韩亚银行总部，其设计理念是认为完成一天当中的工作不应当使人感到身心俱疲、心力交瘁。这座总部的设计充分运用了我们与麦地那博士的研究成果，通过创建一个具有修复力的工作场所，在建筑架构和办公空间当中融入自然元素，从而使建筑空间和办公环境变得灵活多样，令人鼓舞。

In Asia, the Hana Bank Headquarters is a workplace designed around the belief that a day of work should not be emotionally and physically draining. The headquarters leverages our research with Dr. Medina to create a restorative workplace where nature is woven into the structure and offices are flexible, diverse and inspiring.

韩亚银行总部

© Tomorrow AB

范贇：有机遇也有挑战，契机伴随着危机。当前行业面临更加复杂的从业竞争，新冠疫情也给新一代设计师带来了从业环境、市场新需求等方面的思考，作为优秀的设计公司、团队，如何面对这些新的挑战（差异化经营、精细化设计、细分市场等当面）？

There are also challenges when meeting opportunities, and opportunities are accompanied by crises. At present, the industry is facing more complex competition. The COVID-19 has also brought a new generation of designers thinking about the working environment and new market demands. As an excellent design company and team, how to face these new challenges (differentiated management, refined design, market segmentation, etc.)?

唐锦星：新冠疫情的出现无疑加速改变了人们日常生活的惯例化需要。在美国，公司实体正在经历“大离职”时期，员工流失率创历史新高。由于远程工作的缘故，企业在挽留人才和使员工重返办公室方面面临着严峻挑战。为了应对这一挑战，工作环境必须更具吸引力，需要提供人们在家里很难获得的东西。在为此而打造的新型办公场所方面颇有建树的案例是位于亚洲的韩亚银行新总部，作为后疫情时代的办公产物，这个项目正在逐渐成形当中。该项目充满雕塑感的造型将自然元素和公共步道融入到工作场所当中，并包含一座12层的公共带状公园，自下而上节节攀升。与此同时，充满私密感的室内角落和室外露台则使员工得以随时随地开展工作。

Covid certainly accelerated the need for change in our daily routines. In the US, companies are experiencing “the great resignation” where there are record breaking employee turnover rates. Due to remote work, companies are facing challenges to retain talent and to get people back to the office. As a response to this challenge, the work environment must be much more appealing and offer something people cannot easily access at home. A striking example of the new workplace taking shape in Asia is the new headquarters for Hana Bank. The project’s sculptural forms weave nature and public pathways into the workplace, featuring a 12-story public ribbon park that winds from bottom to top, while private alcoves and outdoor terraces allow employees to work anytime, anywhere.

近几个月来，国内疫情的影响也让人们更加意识到，建筑环境需要适应新的常规。例如，在需要封控建筑物时候，从着眼于未来的角度出发，我们必须考虑到建筑物内的健康因素（卫生设施、配套服务和供应品仓储等），以及如何对建筑物进行分区以实现局部封控。这样的考量不仅可以提升人们在潜在封控期间的体验，还可以通过仅进行局部封闭，不影响其余部分的常规工作步调来最大限度地减少经济影响。

In China, in recent months, the impact of Omicron has also drawn greater awareness to the need for the built environment to adapt to a new norm. For example, as protocols require a building to be instantly locked down, looking toward the future, we must consider the health factors within the buildings (sanitary facilities, amenities and warehousing of suppliers) as well as how to potentially compartmentalize a building for a partial lockdown. Such considerations will not only enhance the experience of the people during a potential lock down but will also minimize the economic impact by allowing for work to continue with only partial closures.

深圳总部滨海大厦

© Tim Griffith

范贇：优秀的企业需要稳扎稳打，更要高瞻远瞩，对于设计行业的发展，有何期许与展望？

Excellent enterprises need to be steady and forward-looking. What are the expectations and prospects for the development of the design industry?

唐锦星：与许多其他行业一样，设计行业正在经历一场动态演变。科技的进步、人类的期望以及行为的改变、全球化和城市化等诸多因素正在推动设计行业进入一个新时代。停滞不前是行不通的。我们需要研究如何更好地整合新创意，如数字设计、BIM、数字孪生、人工智能和虚拟智能技术等，使我们的客户能拥有更省时、更具成本效益和更高投资回报的建筑，同时确保在硬性指标之外，还能满足软性指标，这包括健康和福祉、发展弹性、可持续性、人文意识和包容性等等。

The design industry, like many others, is witnessing a dynamic evolution. Disruptors such as technological advances, changing human expectations and behaviors, globalization and urbanization, to name a few, are propelling the design industry into a new age. Staying static is not an option. We need to look at how to better integrate recent innovations, such as digital design, BIM, digital twinning, AI and VI to provide faster, more cost-efficient, and higher return of investment buildings for our clients, while also ensuring that beyond the hard metrics, the soft ones are met as well: health and wellbeing, resilience and sustainability, humanism and inclusivity.

vivo智能手机总部

© NBBJ

从理论上讲，建筑物可以延续数百年。从经济和可持续发展的角度来看，我们必须考虑它们对多种功能和不同租户群体的适应性和可重复利用性。过去，建筑会受到其系统的种种限制。这些系统通常按经济、结构和机械等目标进行优先排序。考虑到未来发展，随着我们将人的因素置于这些优先项的首位，这些系统务必要具备高度灵活性。一栋建筑可能一开始被用作传统的办公室，但随着租户的变化可能之后需要在建筑生命周期中转变为实验室、多媒体室，亦或酒店。作为引领可持续发展未来的设计者和领导者，我们必须最大限度地利用建筑的基础设施，来满足多种多样的功能用途需要。

Buildings are theoretically meant to last hundreds of years. From an economic and sustainable perspective, we must consider them to be adaptive and reusable for multiple functions and tenants. In the past buildings were limited by the constraints of their systems. These systems are often prioritized by economic, structural, and mechanical objectives. Looking toward the future, these systems must become highly flexible as we bring the human factor to the top of these priorities. A building might start as conventional office, but changes in tenants may need to convert it into labs, media, or a hotel in its lifecycle. As designers and leaders of a sustainable future, we must maximize a building’s infrastructure to fulfill a multitude of programs.

统一园区 The Works

© Nick Guttridge