JKP蛇口花园城升级改造项目

Jaeger Kahlen Partner reveals an innovative strategy for a shopping mall renovation.

鸟瞰视角  Aerial View

       蛇口花园城，一座因其标志性的“碗”而人尽皆知的购物中心。运营15年后，这栋建于2006年的购物中心不仅面临着一系列复杂的室内外装修、机电设备、安保措施以及标识系统等翻新需求，还与其他同电商竞争的传统购物中心一样，需要系统上的转变和新的营销策略。根据客户对营销的规划，未来的花园城会更多地以亲子主题为主，同时内含一些幼儿教育理念。这也是为什么我们建议将业态转向交互性更强的体验，在客户的愿景之下推出强有力的品牌战略。

       在此提议下，我们引入了新一代的“花园城”，将“花园城市”转变为“城市花园”! 

Shekou Garden City has become a well-known shopping mall in Nanshan  neighborhood in the past, due to it’s iconic “bowl” shape media façade. It was built in 2006, but with the rapidly changing commercial trends, the mall nowadays requires an extensive indoor and outdoor renovation, new commercial theme strategy, program revision and way finding systems. The client’s vision was clear that the place should be more family and education oriented. Therefore we propose the shift of the program to more interactive experience with strong branding strategy that need to be launched along the design vision.

With this proposal we introduce a new generation of the “Garden City” mall, and transforming of the “Garden City” into the “City Garden”!

北立面  North Facade

    根据打造“城市花园”的宏观策略，我们首先调整建筑外观。由于内部的业态调整，外立面引入更多的开口和餐饮露台。调整后的商场转变为更舒适的社交空间，成为附近住户的社交场所。现在的商场由两个建筑体块组成，其中北边体块采用内向的组织设计，带有走廊和中庭。我们的策略是希望能将空间由内而外打开，使室内与室外、建筑与邻里和社区之间都有更加紧密的联系。同时在各个体块之间引入一种统一的建筑语言。

In order to integrate the theme approach of “City Garden” in a big scale, we first propose to adjust the overall building appearance. Due to its internal program renewal, the shopping mall façade will be able to adapt greater opening and introduction of the bigger restaurants and coffee shops terraces. This gesture will turn the mall into a better place for socializing and a heart of the neighbourhood. The existing mall is consisted of two building blocks, where the north block was designed with an introverted program organization with corridors and sequence of atriums. Our strategy would be to open the space from inside to outside in order to be more integrated with the neighbourhood and to share more coherent design language.

设计策略图解  Strategy Diagram

总平面  Masterplan

       项目周围大部分建筑是住宅和公寓，这也是蛇口花园城的主要客流为有孩子的新生家庭和20到35岁的年轻一代的原因。因此商场营销策略偏向亲子和教育主题。商场倡导充满活力和时尚的生活方式，为顾客提供多样化的活动和丰富的业态，不仅满足了顾客的需求还带来了独特的购物体验。设计中我们还考虑到了商场的环境品质，打造有着优良空气品质和采光条件的品质空间。

The site area in the district is surrounded by service apartments and large residential gardens. Families with children and young people would form the main target customer group. Therefore, the new commercial strategy is based on on family oriented and fun education concept. Promoting vibrant and fashionable lifestyle, the mall offersthe diverse activities and rich program for the visitors which not only fulfil their needs but provide unique memorable experience. At the same time aiming to create a healthy environment, we focused on the quality of space with good air and controlled quality of light.

空间叙事  Space Narrative

       作为对快节奏城市生活的舒缓，我们通过对蛇口花园城的改造来推广一种舒缓愉悦的“慢”生活方式。为更好地吸引年轻群体，在本项目我们和“慢树懒六六”卡通品牌联名，将树懒“Neul”作为购物空间的吉祥物以及慢生活形象大使。除了娱乐性质和艺术价值以外，“Neul”这个形象还有一定的教育意义。通过吉祥物的高度标识性和其绿色环保主题，在孩子中推广对可持续性发展和保护自然的认知。吉祥物 Neul” 可以出现在商场内的各种教育区域或者是屏幕播放的短片中，还可以成为商场配套app内的符号形象。

As a counter point to city dynamic and stressful life, Garden City is promoting slow and joyful lifestyle.  For successful integration of this brand strategy which will attract the young generation as well, for this project we’ve made a collaboration with “慢树懒六六”, a popular Chinese cartoon and choose “Neul” as the space mascot and an ambassad or of the slow life. Except of the entertaining purpose and theart sculptures “Neul” have an educational target as well. As the iconic and green topics are key elements of the concept, mascot will work as a guide, sharing awareness of sustainability and how important is to take care of the nature. It can be integrated as through the special educational or interactive areas inside of the mall, as well as with the short promotions on the screen. The mascot can be a user guide for the mall mobile application.

南入口  South Entrance

       如同上所示的空间叙事，顾客可以享受以自然为主题室内空间。北入口被打造成由悬挂绿植和休闲空间组成的“城市公园”；长长的中庭变成了源自茶田的“绿谷”；南入口和室外攀岩墙被一同打造成“岩洞”；而临近亲子区的地铁侧入口则变身成为“森林奇境”。为了加强室内外空间之间的联系，我们在室内外的设计中用了相似的材料，通过沿建筑体量流动的石头纹理渲染出空间之间的连续性和互动感。

Following the proposed narrative, visitors enjoy the interior spaces, which are inspired by interacting with the nature. Thus the main North Entrance turn into the “Park” with it’s hanging plants and pleasant places to relax, the shopping alley turn into “Green Valley” and taking inspiration from Hangzhou teafields. The plaza of the South Gate together with the climbing wall, forms the “Entrance to the cave”, where the subway entrance with it’s main functions for children is designated as “Wonderland”. Enhancing the link between indoor and outdoor space we propose similar materials, the stone stripes, which fluidly turns along the volume bring the feeling of the continuity and inter connection between the spaces.

南入口室内空间  South Entrance. Interior

 购物中庭  Shopping Alley

北入口室内空间  North Entrance. Interior

       为了加强建筑与社区之间的互动，我们在立面设计中使用天然材料，如贝多尼亚石，这样即便是南侧的封闭的幕墙也会有一种温暖自然的氛围。在北入口和南入口位置增加的印花玻璃在为室内营造舒适环境同时，也能够保证角落的餐饮区有充足光照。为了提高室外空间的质量，我们引入了自然遮阳，如首层室外的檐蓬，屋顶凉亭和屋顶天窗的新增百叶，这些都极大的提高了建筑性能和舒适度。此外通过种植大量的绿植，我们将自然元素带入了建筑内，提高了空间的生态价值。通过在立面墙体和雨棚中填加花池，我们优化了室外露台也增强了室内外空间的互动关系。

In order to strengthen the building interaction interact with the neighbourhood, for the façade strategy we propose the use of natural materials, such aslocal natural Bedonia stone which gives a warm notion with the natural touch including a completely enclosed facade wall, which specially facing the southern community of Garden City. The frit print glass at the South entrance and North-West corner will create attractive environment for the visitors, while and still is able to provide daylight at the food and beverage areas. Inorder to improve the outdoor space quality we introduce natural shading elements, such as the canopies above the ground floor, shades on the roof and the skylight in order to improve the building performance and environment comfort. At the same time we introduce a wast amount of plants, with green walls, located at the mall entrances, we are bringing the nature to the building and increasing the ecological value of the space. Additional planters are introduced as the separate features, as well as along the walls and canopies, when new outdoor terraces enhance interrelation between indoor and outdoor.

北入口 North Entrance

       我们的品牌战略不仅考虑了布置租户的室外广告牌，还突出展示了商场的空间设计和内部的游乐方式。这些都会通过与种植外墙结合的大型LED屏幕来展示。我们的吉祥物"Neul" 也会出现在画面里介绍商场，吸引顾客参加活动。以外，吉祥物还可长期或临时地用于的室外装置，放置在主要立面的顶部。

Proposed Brand Strategy is considered not only support the advertisement of the tenant but to highlight the actual design of the mall and lifestyle of it’s visitors. These features are represented through advertisement at large LED screens, which are integrated inside of the green walls and enhance cooperate identity from outside by promoting sustainable lifestyle. The screens content introduces through mascot the space and invites the visitors to take part in current activities. Inaddition, the mascot sculpture can also be used as a permanent or temporary outdoor installation to be placed on top of the main facade.              

幕墙模数 Facade Module

      跳脱了头痛医头脚痛医脚的单一思考模式，我们有一个跨专业的战略想法。从宏观的城市规划尺度微观的建筑细节都遵循这一想法。这种连贯的设计思路产生了交互的室内外空间，为顾客打造完整的空间体验，试探了传统购物体验的边界。通过这一系列设计，我们打造了强大的品牌战略和营造理念。一个传统封闭的购物中心成为了过去，一个全新的摩登开放的交互式商场触手可及。

Solving the projects of existing issues, we propose cross-disciplinary approach and come up with coherent strategy which works with the same principals from urban scale to the details, links the outside space with internal and invite the visitor for an existing journey, widening up the boarders of the typical shopping experience. At the same time we generate astrong brand strategy and place making concept which turns introverted shopping mall into the heart of community.