越秀地产作为中国第一代美好生活的创领者，30多年间深度参与了广州中轴线的布局发展，先后落地六大标杆综合体，展开城市生活的宏观叙事。2021年9月，以压轴姿态开放的ICC环贸天地，成为其在广州培养国际消费城市的背景下打造高效链接全球的超级流量。Yuexiu Property,as one of the leading initiators of better life in China, has been deeply engaged in the planning and development of the central axis of Guangzhou for more than three decades. It has successively completed six benchmark complexes, opening a spectacular chapter of urban life. In September 2021, ICC Mall, the highlight of all, was opened, gaining great popularity for effective global connectivity and contributing to the city’s ambition to become an international consumption center.
以「YUELIFE生活体验馆」之名，越秀地产将传统独立的签约中心植入商圈，对品牌形象和服务做整体提升，是一个开创性新战略和突破性的主动策划布局。标志越秀地产正式进入复合业态、创新生态的精益时代，对「新的生活方式」和「商业形态」具有孵化价值。With the concept of 「YUE Lifestyle Gallery」, Yuexiu Property decided to implant the signing service center, which is generally a separate facility, into the commercial circle to upgrade the brand image and service. This pioneering new strategy represents a breakthrough of Yuexiu Property in proactive deployment, and marks its entry into a lean era of mixed trade and innovative ecosystem, which is valuable for the incubation of 「new lifestyle」and 「trade mix」. 项目位于ICC环贸天地东塔二层，是越秀地产品牌战略升级的首个「CBD签约中心」。旨在展现客户服务升级、硬件升级、软件升级和文化导入等成果，以提供完整优质智能的置业体验。Planned on F2 in the East Tower of ICC Mall, the Project is the first「CBD signing service center」for Yuexiu Property’s brand upgrading strategy. It intends to offer all-around premium and intelligent property experience to visitors by showcasing the upgrading results of customer service, hardware and software, and the incorporation of cultural elements.
PONE普利策以品牌升级的系统策略构思，为项目创造了3个角色代言ICON，以YUE字母命名：
橙毛Y-COCON
加热人U-COCON
机械臂E-COCON
以角色对话和全新情节装配，强化体验感。创作逻辑由三部分构成： 1 空间服务属性的体验升级2 新商业体验营造3ICON代言角色设定 Following a systematic brand upgrading strategy, PONE creates 3 representative ICONs named with letters YUE as initials respectively for the Project:Y-COCON U-COCONE-COCON The goal is to enhance the experience through dialogues with icons and new plots, and the conception consists of three parts: 1 Upgrading service experience of spaces2 Creating new commercial experience3 Defining representative ICON
PONE普利策在该区域设计一个「能量环」数字艺术装置。直径8米的环屏，以反重力反水平的状态存在。抬高70度变成进入的开口，提供适度的开放性和包裹性，既不全开放，也不全封闭。PONE designs an「Energy Arc」digital art installation in this area. The arc screen, 8m in diameter, exists in a form against both gravity and levelness. Elevated by 70 degrees into an opening for entry, it maintains moderate openness and enclosure, which means, it is neither fully open nor completely enclosed.
吸引力来自于非线性运动、多维沉浸的虚拟数字环境。银色的熔岩，或游离、或分解、或渗透、或聚合，以能量分子质态的方式流动。包裹式的能量装载，裸眼3D的技术融合，构建了全新的媒介，同时承载了邀请来访者感受越秀地产YUE VIBE美好生活方式以及社交场景想象。What makes it attractive is the highly immersive virtual digital environment featuring nonlinear motion, where the silver lava flows in the form of energy molecules, dissociating, decomposing,permeating, or aggregating. Packaged energy loading and naked eye 3D technology are integrated into a new form of media, inviting visitors to experience the better lifestyle and imagine the social scenarios in YUE VIBE of Yuexiu Property.
项目位于最有商业价值的商场二层，空间功能规划需解决和应对商圈高峰时期和大型签约开放日，极限人流激增的挑战。空间的流动效率和节奏弹性之间的关系，是布局策略的重中之重。The Project is on F2 in the shopping mall, which enjoys the highest commercial value, so its functional planning has to address and meet the challenge of extreme visitor traffic during peak business hours and on important days open for signing service, and the relationship between spatial circulation efficiency and rhythmic intervals becomes the top priority in the layout design strategy.
设计大尺度运用开阔空间，用多条三维弧线带出功能自由的发展，并梳理和统合隐蔽功能区和消防疏散通道。弧线的自由度突破僵化的构建，提供空间活力和高效串联签约智能服务和品牌生活体验的复合功能。The design creates large open spaces for free functional development with multiple three-dimensional arcs,while organizing and integrating concealed functional areas and fire evacuation passages. The free-flowing arcs break through rigid construction, injecting vigor into the space and efficiently connecting the mixed functions of intelligent signing service and brand lifestyle experience.
02 机械臂E-COCON
机械臂，「E-COCON」，角色代言之一，是PONE为越秀品牌创造的专属机械艺术品。位于接待前厅右侧，签约服务区的导口。由德国库卡KUKA品牌机械臂和竭力品牌魔镜自拍系统结合，作为一个新兴的交互形式，是这个空间永久性定格场景的传播装置。The robot arm「E-COCON」,one of the representative icons, is an mechanical artwork PONE creates exclusively for Yuexiu. It is installed at the entrance to the signing service area on the right of the reception. As an emerging form of interaction combining KUKA’s robot arm from Germany and Jieli’s magic selfie mirror system, E-cocon serves as a communication device capturing permanent scenes of this space.
通过编程的语言创造灵动的滑行轨迹，模拟人有生命的动作，使机械人化。机械艺术有了生命的感受，和人进行更有温度的情感链接。Programming language enables smooth sliding movement of the robot arm, adding human-like features to the mechanical installation. It enlivens the mechanical art, and injects warm emotions into its interactions with people.
E-COCON设有运动表演模式和定点魔镜拍照模式。YUE品牌专属的动画定制，和出片场景自定义，为来访者带来独特的视野联结。E-COCON is designed with motion performance mode and fixed-point magical mirror snapshotting mode. The exclusive customization of animation and the scenes of YUE Brand offers visitors a unique visual bond. 机械臂力控牵引，自重1吨，魔镜60kg，总重量达1.2吨。拥有3处关节自由度和1处末端执行器，运行伸展跨度最长可达3.7米、活动直径为270度，完成精确到动作。The robot arm, which weighs 1 ton,controls traction, and together with the 60kg magical mirror, the total weightis 1.2 tons. With 3 joints and 1 end-effector, it can span a maximum length of 3.7 meters, rotate 270 degrees, and perform accurate motions.
03 冷熔岩 热钢Cold Karst / Hot Steel
△图源网络
从越秀品牌基因颜色及温度提炼。基于能量学的灵感，热能释放的启发。将熔岩的热力和机械金属冷感，碰撞和融合，错位置换成 概念性 新物质 新属性，「冷熔岩」和「热钢」。They are extracted from the gene color and temperature of Yuexiu Brand. Inspired by energetics and heat release, the heat of karst and metal coldness of machinery collide, mix and regenerate new conceptual items and new properties,「Cold Karst」and「Hot Steel」. 熔岩和钢的本体产生对象偏移，跳脱固有认知。能量在空间和时间里的循环，为来访者提供微妙不确定的情绪体验和立体式交换感应。The physical objects of karst and steel shift and break away from the stereotyped cognition. The circulation of energyin space and time provides visitors with subtle and uncertain emotional experience and three-dimensional exchange experience. 品牌DNA变成一种视觉传达和识别手段。转化为能量索引的橙色灯光，接待前厅的光柱屏风，品牌导视系统，透明家具渐变色彩应用，和动态装置的能量输送，帮助来访者瞬间识别到进入越秀品牌DNA的能量语言。能量之链形成持续代谢和发生的空间效应。Brand DNA is converted into a means of visual communication and identification. It is turned into the energetic orange guiding light, the light column screen in the lobby, the brand signage system, the gradient color of transparent furniture, and the energy delivery by dynamic devices, enabling visitors to instantly recognize the energy language of Yuexiu Brand’s DNA upon their arrivals. The energy chain forms a spatial effect of continuous metabolism and reoccurrence.
△图源网络
04 热能跟踪Heat Trace
「热能跟踪」：PONE普利策探索数字编程生成艺术品的互动潜力，金属砖块、亚克力盒子，LED灯构成511个热岩元素BOX的12米互动艺术装置。采用TOF原理设计的PAVO激光雷达，通过对激光脉冲反射过程的精密时间测量，获得高精度的距离信息，搭载德国MADRIX软件。Heat Trace:PONE Architecture explores the interactive potential of digital programming to generate artworks. Metal bricks, acrylic boxes, and LED lights form a 12m interactive art installation with 511 BOXes of hot karst elements. The PAVO lidar, which is designed as per TOF principle and equipped with German MADRIX software, can obtain high-precision distance information through precise time measurement of laser pulse reflection process. 装置位于公共空间主立面，自动扶梯和垂直电梯的人流交汇点。光以通关代码的单元内嵌其中，热能感应跟随来访者的动态，形成追踪的线索。新媒体艺术的奇妙赋型，带来「参观者成为艺术主体」的新奇感。The installation is set up at the intersection of the main facade of the public space, the escalator and the vertical elevator. Lights are embedded inside as passcode for entry, and the heat sensor traces the dynamic motion of visitors to leave clues for tracing. The novel new media art brings novel experience as「visitors become the subjects of art」.
05 签约服务Signing Service
签约服务区的功能升级，是这个项目其中一个主体的核心目标。200个签约服务位置围绕ICC东塔高层核心筒展开，从入口开始到空间的尽端长达50米，形成一气呵成的阵列设置。Functional upgrading of the signing service area remains the central goal of one of the main structures of the Project. Two hundred signing workstations are provided around the core of the high-rise, the ICC East Tower, stretching 50 meters from the entrance to the end of the space in a continuous matrix. △大尺度运用开阔空间规划功能 从整体排列至每一个单元间隔，拥有一个适宜的尺度，既舒适又私密。舒服的座椅靠背镶嵌YUELIFE品牌Logo，并设有灵活的手提包坐墩。From the overall layout to the interval of each unit, a pleasant scale is planned for both comfort and privacy. The comfortable seat back is inlaid with YUELIFE brand logo and paired with a flexible handbag-style stool.
依靠幕墙右侧的签约休闲区，家具设计都是从单元至组合整体，自由多变，应对不同的高峰人流，灵活组合出针对性的功能布局。最多可容300个家庭同时段进行签约服务的极限设置，变身成「签约航母」。In the adjacent signing and leisure area on the right side of the curtain wall, flexible furniture, both individual piece and assembly, are designed to address different visitor traffic during peak flows and realize flexible and intended functional layout. With the capacity to receive 300 families to sign contracts at the same time, the facility is indeed a 「signing aircraft」. △从单元组合至整体 自由多变 靠幕墙的洽谈区，根据需求需设置很多签约单元。传统签约单元的放置弊端，台脚和台底对空间产生很多阴影，将光线隔离，使空间显得繁杂和拥堵。设计策略将该区域所有的签约台变成透明的状态。The negotiation area near the curtainwall needs to provide sufficient signing units to meet the contract-signing demands. One of the problems with the conventional layout of signing units is that the feet and bottoms of the counters cast large area of shadow, blocking the daylight and resulting in messy and congested space. So the design strategy is to make all signing counters transparent.
△品牌DNA灵感注入
应用3cm亚克力厚板的透明属性，弧形抛物线，定制模块。形式自由度，质感通透度，光线的丰度折入空间，令其更加丰盈。材质的感染力在半透明的状态烙印出冷熔岩，让品牌基因得到鲜活的诠释。The counters use 3cm thick transparent acrylic plates modules customized in the form of arc parabola. The free layout,transparent volume, and abundant daylight make a more diverse and inviting space.The translucent material is inbuilt with cold karst, vividly interpreting the brand genes. 从品牌视觉识别，灵感能量注入，到功能设置的自由度灵活性，实现便捷高效+科技智能+人性化的服务体验升级目标。Through visual identification of the brand, injection of inspiration, and free and flexible functional configuration, the design realizes convenient and efficient + high-tech and intelligent + people-oriented service experience.
06 黑胶剧场Film Drama
「黑胶剧场」：设计希望充分利用空间的广度，将开阔但又分散的空间，用「中心化聚焦」规划出黑胶剧场。剧场可以承载容纳100人的活动路演、艺术展览、新品发布等多种功能并置，创造更为弹性的聚集。同时兼顾签约中心的临时接待拓展功能。融合音乐、咖啡售卖、唐宁书店的新零售创意集合地，诠释社交消费力的营造。Film Drama: The design intends to capitalize on the breadth of the space to create atheatre of「central focus」in the open yet decentralized space. The theatre can accommodate 100 people for road show, art exhibition, new product release etc., allowing for more flexible gatherings, as well as temporary reception and expanded functions of the signing service center. The new innovative sales gathering space integrating music, coffee and Tangning Books vividly explains how to cultivate social consumption power.△Y-COCON
07 魔性梯田Magical Terrace
「魔性梯田」：主体观众席以梯田状延展，起伏错位的弧度，以一种魔性幽默的形式划分观众席及休闲区的水平梯度。 Magical terrace :The main seating area extends like a terrace in an undulating form, horizontally dividing the seating area and the leisure area in a magical style of humor. 「导弹咖啡」：越秀地产在商场中庭引入「PAIX 咖啡」合作，展现品牌魅力的奇妙融合。将品牌升级的创造力转化为商业价值，为来访者创造全新体验。Missile coffee: Yuexiu Property has incorporated「PAIX coffee」into the atrium of the shopping mall to show wonderful fusion of brand charm,transforming the creative brand upgrading into business value and creating new experience for visitors.
描述平行空间开启后，咖啡粒子与光在磁力生成器中分离、渗透、重组，置换出机械能量补给，碰撞出有温度的机械冷感。250KG双层透明筒，单钢丝导电系统触发能量灯光上下行液压运动。Once the parallel space is actuated, coffee particles and light are separated, infiltrated and recombined in the magnetic generator and converted into mechanical energy supply,colliding into some very pleasant mechanical coldness. In the 250KG double-layer transparent tube, single wire conductive system triggers the up and down hydraulic movement of energy lights.
08 时间运输器Energy Installation
「时间运输器」：可视的声音，感官的进展。空间呈现了在能量磁场内捕捉声音的动向和热能感应的灵感构想，展示越秀地产对城市美好生活的先锋诠释。Energy Installation:visual sound, sensory progression.The space presents the inspirational concept of capturing sound and heat induction in the energy and magnetic field, demonstrating Yuexiu Property’s pioneering interpretation of better urban life. 500KG机械结构设计，音频、视频、交互三轨协同执行元件采用信号滤波算法，数字编码传感器和伺服电机确保数字交互艺术的可靠性。通过艺术影像呈现越秀与城市发展的时间进程。灌制80S、90S、00S、10S、20S时代之音，旋转唱片触发时代的共鸣。The 500KG mechanical structure is designed with three coordinated actuators for audio, video, and interaction,using signal filtering algorithm, as well as digital coding sensor and servo motor to ensure the reliability of digital interactive art. The evolution of Yuexiu and urban development is presented through artistic images, accompanied with the sounds of the 80S, 90S, 00S, 10S and 20S in rotating records to trigger the resonance of the Times.
△时间运输器
09 加热人U-COCON
代号：加热人 U-COCON 蒸汽赛博朋克风+重装机械元素＋Q萌造型最近在迷恋鱿鱼游戏，不知道他后续会做出什么魔性发明。Code: U-COCONSteam cyber punk + heavy mechanical +cute styleHe’s obsessed with squid games, so I don't know what magical inventions he’s gonna make next.
灵感源于能量守恒。描述游离的能量被渗透后，加热机器人进入平行于现实的第三空间。重复阵列、不断扩展的艺术视觉，表达演化的无限迭代，为来访者带来独特感与代入感。The design inspiration comes from energy conservation. The dissociated energy permeates into U-COCON, actuating a third space parallel to reality, where the repeated array and continuous extension of artistic vision, and the infinite iteration symbolizing evolution create a unique sense of immersion for visitors.
头部设有数字屏幕，作为信息传达媒介的机械之眼。脏辫是能量输送管道，内置标志性冷熔岩。U-COCON’s head is installed with adigital screen as its mechanical eyes for information transmission. The dreadlocks are energy conduits, inbuilt with the iconic cold karst. 10 直播间YUE Online
11 能量分离仓Energy Separation
△能量分离仓
「能量分离仓」：无尽的悬浮粒子，呼吸渐进，从代码中诞生独特个性的无尽游行。不断连续的演变，传感，观众可以通过球面的窗口，用手触碰开关，声源提示开启互动，展开室内外360度幻变感官体验。Energy Separation：houses an endless stream of suspended particles, breathing incrementally, to be decoded into a unique parade of personality. It is continuously changing and sensing, and the audience can touch the switch via the spherical window, and follow the voice prompts to interact and activate a 360-degree indoor and outdoor magical sensory experience.
12 潮牌集合 新零售Yue Shop
「潮牌集合地」：开放而兼具多种功能，目的是创造一种对商业和服务的全新无缝式体验。消费内容从签约服务延展到了新商业人文等。不同的业态品类衍生的同时，也改变消费者抵达的目的，拓宽场景适应性。创新能量桶型液压泵动潮品展示台激活全新的VP视觉陈列。YUE Shop:the open and multifunctional YUE Shop aims to create a seamless new experience for business and service, ranging from signing service to new commercial culture. The diversity of trade mix also changes the purpose of consumers arriving in, who are in turn served in amultiplicity of more specific scenes. The innovative product presentation stand with hydraulic energy pump activates a new form of VP (visual presentation).
△中岛展柜模块
△能量液压动力装置
创新潮物展Creative items on display TRANSPARENT SPEAKER 瑞典透明音响 BEARBRICK暴力熊空山基电镀联名款BEATS SOLO WIRELESS 魔音耳麦ME FT.WE X IBRANCO 谧意唱片机扩香石器
越秀地产品牌专属定制系列 Customized items of Yuexiu PropertyYUE GAME游戏 YUE SOAP 透明能量手工皂YUE ENERGY BOX 能量盒YUE LIFE 心意盲盒YUE LIFE 定制周边 地球日历
设计焦点放在创造品牌服务与来访者的情感共鸣和价值认同上，打破地产连接边界，将越秀品牌的「服务属性」和「商业属性」完整融合和升级体验。Highlighting visitors’ emotional resonance and value recognition of brand service, the design breaks through the boundary of real estate properties, fully integrating「service attributes」and 「commercial attributes」of YUE Brand for upgraded experience.
角色作为品牌内涵的展示，变成可感知的对象导入。帮助品牌升级捕捉商业地产运营新思路，探索一种高效的模式创新服务和升级产品。也为商圈运营 新商业 新零售 提供创新灵感。Interpreting brand connotation, the representative icons are perceptible objects introduced to facilitate brand upgrading, capture new ideas for commercial property operation, explore an efficient mode of innovative services and upgraded products, and provide innovative inspirations for new business and retail operation in CBD.
关于空间的弹性节奏The Rhythmic Elasticity of Spatial
秩序和建构，并不只有一种僵直刻板的方式。在这个项目里，空间需要弹性节奏，并高度归纳。更有效梳理归纳空间功能，让空间动线柔软、高效。Rigid order and construction are not necessarily the only solution. In this project,the space needs rhythmic elasticity and high integration to effectively organize and connect all functions and realize flexible and efficient circulations within the space.
自由度 解构性 丰富多样性，打破僵化刻板的创作思考，释放被束缚的想象力。连续性、流动性、不明确性和混杂性。分解、碎裂、颠倒、疏离、相贯、叠加、混搭、桥接、重组、并置、偏心、反转、穿越、去同质化，同样意义非凡。Free deconstruction enriches diversity, breaks through inflexible design strategy, and unleashes imagination. Continuity, fluidity, uncertainty and complexity as well as decomposition, fragmentation, inversion, separation, cohesion, superposition, fusion, connection, reorganization, juxtaposition, decentration,reversion, penetration, homogenization, are equally important.
PONE普利策持续探索与展现设计的不同创意表达。坚持以更独特超脱摇滚的方式创作挖掘每一个项目独有的灵魂。 PONE Architecture remains committed to exploring and presenting more creative design expressions. Adhering to a more unique and unconventional audacious and passionate style,it aims to explore the unique spirit of each project through design.
静谧 与 摇滚Tranquility、Audaciousness and Passion
关于 形式 形状 和 建构秩序的 杂想
Reflection on Form, Shape and Order Construction
何思玮 Golden Ho
宇宙即多元 生命即华彩 In the diverse universeLife is gorgeous
有黑 即 有白 有直 即 有曲有静谧 必有喧嚣和烟火苔藓之哲意也需野蛮大树并存遮荫With black and white lines and curvesTranquilAs well as alive and real lifeWhere even the poetic moss would not thriveWithout tree shade’s protection against sunshine
自然的本质 是野性 野蛮生长并非狭义的静谧一块石头肌理粗糙度和 一束侘寂的光并不能代表整个自然观单一的审美体系The essence of nature is wildnessThe tendency to grow like madInstead of tranquility in a narrow senseCoarseness of a rockWabi-sabi of a light beamCan never make a whole view of natureThey only compose a single aesthetic value systemAs part of it
直线 也是形式
曲线 也可无形
多元性 复杂性 矛盾性
是生命的丰度
Lines can take form
While curves can be formless
It is diversity, complexity and contradiction
That enrich the meaning of life
过分克制 刻板
照搬僵直 形制美学和哲学
可预见 可确定的无趣
消耗生命原本自由
丰满 活力的内在
Over restriction and inflexible
Straight copy, stereotyped aesthetics and philosophy
Point to predictable and definite boredom
That consume the freedom of life
And the rich vigor inside
教条 约束 捆绑
洞察单调
创造力匮乏
绝育 素戒 寡淡
静谧 同质化
侘寂和尚 和 教条神父
让世界不会怀孕
Dogma,restriction and constraint
Insights into the monotonous
Lack of creativity
Sterilization,abstinence, hollowness
And tranquility are homogenized
Into monk style wabi-sabi and priest dogma
Which will never make the world fertile
生命需要灵魂漫步
更需要激烈摇滚
思潮
更需要碰撞和冲突
Life needs freedom souls
More fierce audacious and passionate
The mind
Needs collision and conflicts
东方哲学
也不止于大国河山仙人诗圣
更甚有齐白石的凡人意趣
Eastern philosophy
Never goes so far as only to admire the great landscape and immortal poets
It seeks more fun out of ordinary life as depicted by Qi Baishi
肖邦 钢琴诗人
更是 摇滚创作狂人
既有 安静诗意的夜曲载体
也有 壮阔波澜的爱国狂想曲
更有 经历创伤跌宕起伏的
叙事「诗曲」
Piano Poet Chopin
More a rock and roll composer
Tells the tranquility of poetic serenade
The splendor of patriotic rhapsody
As well as the ups and downs of life
In his narration「poetry」
真正洞见
是多元中抽离出
内在的关联
让逻辑升华
蜕变出各自不同
独特的有趣灵魂
并非刻板僵直教条拿用
The real insight
Is to extract from diversity
Find internal connections
Improve the logics
Grow into different
Yet unique and intriguing spirit
Rather than following straight copy and rigid dogma
Project Name｜YUE Lifestyle Gallery, GuangzhouLocation｜ICC Mall, Tianhe District, Guangzhou, ChinaGFA｜3,000㎡Developer｜Yuexiu PropertyDevelopment Team｜Li En, Wu Song, Liu ZhanliDesign Team｜PONE ArchitectureDesign Scope｜Planning, spatial design, decoration, installation, icon design, CG animation and visual artChief Designer｜ Golden Ho, Ming LuengSpatial Design｜PONE Interior Dept.Decoration Design｜PONE Decoration Dept.Design Planning｜ PONE Planning Dept.Icon Design｜PONE CG Dept.Installation Design｜PONE Installation Dept.CG Animation and Visual Art｜PONE CG Dept.Photography｜URVISION, PONE film team, SHANRBGM｜Billie Eilish Bad GuyCopyright@PONE Architecture. All rights reserved. No part of this publication, including all the original videos/pictures /CG animations, etc., may be reproduced or used in any form or any means without prior consent from PONE Architecture.
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