d3126套產(chǎn)業(yè)園文本創(chuàng)意logon

1、logon上海生物制品改造項目競賽階段/概念設(shè)計Shanghai Institute of Biological Products Renovation Projectcompetition stage / concept design2015.09.17contents內(nèi)容project overview項目概況01004上海生物制品改造項目競賽階段/概念設(shè)計project analysis項目分析02015Shanghai Institute of Biological Products Renovation Projectcompetition stage / concept desig

2、n2015.09.17market analysis and case studies市場分析和案例研究03020project positioning項目04025master plan concept概念05038design concept設(shè)計理念06058appendix附錄07073deliverables內(nèi)容location analysis項目概況上海生物制品改造項目015競賽階段/概念設(shè)計research overview of projects with related political support項目分析025Shanghai Institute of Biologi

3、cal Products Renovation Projectcompetition stage / concept design2015.09.17analysis of creative industry and creative parks situation020前期與戰(zhàn)略target groups and how to attract概念設(shè)計037project positioning案例研究025functional zones案例研究045architecture design案例研究058landscape design案例研究038interior design案例研究072

4、sustainability案例研究06701project overview項目概況logonsecret fashion garden / strategy時尚花園/ 項目策略the secret garden strategyThe obvious challenge of the site is the location, which is slightly off the beaten track and hidden inside a city block. But as the the neighborhood is not the target group of the sit

5、e, the hidden location can be seen as an advantage. Instead of opening the site to the surroundings the design strategy is to maintain the secret character of the site and to create an exclusive destination that will become known as an inside tip. The secret setting of the site will strengthen the f

6、eeling of being an exclusive hot spot for the fashion scene.event modeShanghai has a shortage of suitable event spaces in the downtown area. The design of Secret Fashion Garden introduces an event mode and provides several event areas, from small to medium size to big event spaces , including reason

7、able backstage areas. The Secret Fashion Garden becomes hereby a suitable location for the Shanghai Fashion Week and will also become a new event destination for Shanghais booming event industry. All event spaces are connected to attractive outdoor plazas, another plus of the design.a feasible solut

8、ionThe design of Secret Fashion Garden is based on years of experience with the adaptive reuse of former industrial. The design approach takes the complicated design regulation into consideration and enables the client to achieve a fast and feasible approval process. Thisdesign approach guarantees t

9、he in such a project.um of possible square meters可行的解決方案時尚花園是基于具有多年經(jīng)驗對舊工業(yè)可適應(yīng)的再利用。此設(shè)計方法考慮了復(fù)雜的設(shè)計規(guī)則，使業(yè)主能具有快速、可行的審批流程。在這個項目上，這種設(shè)計方法保證了最大限度地達到最多的花園策略這個場地最明顯的活動模式在上海城區(qū)范圍內(nèi)，合適的活動場地方面是十分缺乏的。就是地理位置。它位置偏僻，隱藏在一個時尚城市街區(qū)的內(nèi)部。然而由于這個場地的周邊并沒有對應(yīng)的目標人群，所以隱匿的位置可以被視為一個優(yōu)勢。與傳統(tǒng)的將場地向周邊開放相比，取而代之的是保持場地的神秘性特征。以此營造一個獨有的目的地，這將成為一個內(nèi)

10、部的話題。場地的神秘屬性的設(shè)置可以加強其在時尚領(lǐng)域高端熱點的感覺?；▓@的設(shè)計提出了一種活動模式，也提供了一些活動場地，從小型面積，這是設(shè)計另一個組成部分。到中型，再到大型，包括合理的區(qū)域。時尚花園會成為上海時尚周的一個合適的地點，也是上海性活動行業(yè)的新的活動目的地。所有的活動空間都和一個充滿吸引力的戶外活動空間相，這是設(shè)計另一個組成部分。5logonsecret fashion garden / bird view時尚花園 / 鳥瞰6logonsecret fashion garden / bird view時尚花園 / 鳥瞰7logonsecret fashion garden / yana

11、n road entrance時尚花園 /路8logonsecret fashion garden / fashion plaza時尚花園 / 時尚廣場9logonsecret fashion garden / event plaza時尚花園 / 活動廣場10logonsecret fashion garden / leisure garden時尚花園 / 休閑花園11logonsecret fashion garden / event hall interior時尚花園 / 活動大廳室內(nèi)logon13logonsecret fashion garden / master plan時尚花園/

12、總圖overall master plan總圖總用地面積project area total GFAexisting GFA keep area demolished areanewbuilt GFA expanded addedA2 GFAbuilding footprint area building densityFARgreen area green ratiototal car parking lots car parking indoortemporary above ground41,017m247,692 m242478m237642m24836m210050m24620m25

13、430m25721m219,069m246.5%1.165,300 m213%138 cars81 cars57 cars總現(xiàn)狀面積面積保留面積拆除面積(不含A2)(不含A2)改擴建面積新建面積改建面積A2面積占地面積密度容積率綠化面積綠地率機動車停車數(shù)量室內(nèi)室外1402project analysis項目概況logonsecret fashion garden / location時尚花園/ 地理位置1kmlocationThe Shanghai Institute of Biological Products Renovation Project is located in Changni

14、ng district at Yanan Road 1262 close to the Former French Concession. The project location is off the beaten track, hidden inside a city block that is mainly frequented by residents from the nearby surroundings.位置上海生物制品改造項目位于長寧區(qū)路1262號，靠近原法租界。項目位置偏僻，隱藏在一個城市街區(qū)的內(nèi)部，經(jīng)常被周圍的居民所光顧。16secret fashion garden /

15、location時尚花園/ 地理位置270msite entrancessite dimensionsblack and white plan場地場地黑白總圖logon-17logonsecret fashion garden / location時尚花園/ 地理位置Site SurroundingsThe sites surroundings are very complex and diverse. There are some upper market developmnets right next to low end neighbourhoods. The whole surrund

16、ings are a bit rough. The people living in the surroundings are not the people we target with this project.場地周邊情況場地周邊情況比較復(fù)雜和多樣化。有一些高端市場在低端住宅區(qū)周邊發(fā)展。整體而言，周邊環(huán)境有些糟糕。周邊的居民也不是本項目的目標群眾。18logonsecret fashion garden / location時尚花園/ 地理位置Site ImpressionThe site presents a hugevariety of different landscapeand a

17、rchitecture.Heritage buildings, like the former Columbia Country Club, stand in a strongcontrast to concrete industrial buildings and warehouses. The site offers green gardens and paved courtyards. This diversity is a strong site potential.基地印象基地呈現(xiàn)了多種不同類型的景觀和物。文物，如前哥倫比亞鄉(xiāng)對比。基地村，與混凝土工業(yè)廠房和倉庫形成一個非常上有綠色花

18、園和鋪裝庭院。這種多樣性使得基地具有巨大的潛力。1903market analysis and case studies項目概況logonsecret fashion garden / creative industry analysis時尚花園/ 創(chuàng)意園分析1933The former slaughterhouse has been restored with respect to the original building, the site is an architecture sensation and makes a strong impression. However, the s

19、ite fails to attract offices and business, because the site does not offer many functional spaces.Red TownWith a huge open green space, strong industrial architecture and several galleries and museums, Red Town could be a cultural landmark, but the project fails to attract . The reason is probably t

20、he insufficient commercial and leisure program: Red Town has only a few cafes, no restaurants and bars and no regular event space.Bridge 8:Bride 8 was the first developer driven creative park in Shanghai and performs strong until today. The project has two spin off projects in the city and attracted

21、 high level tenants. Bridge 8 also has a small commercial program, including a caf, book shop and restaurant8號橋8號橋是上海比較早期的開發(fā)為1933老場坊1933老場坊 的前身是屠宰場，現(xiàn)帶著對原紅坊帶有一個巨大的綠化開放空間和博物館，紅坊是可以作為一個創(chuàng)意園區(qū)的，時到今日也運營的尊敬恢復(fù)使用 ，得非常。此項目一共有前后兩期，吸引了高品質(zhì)的租戶。它也這棟是非常令人震撼及印象深刻的。然而該未能提供許工業(yè)感以及一些畫廊有一些小型的商業(yè)項目，如咖啡，書屋及餐飲。多功能空間，致使無法吸引一些辦

22、公和商業(yè)入駐。地標的。但是依舊無法吸引到大量的人群可能在于商業(yè)和休閑項目：紅坊只有少量的咖啡，沒有餐飲業(yè)和酒吧，也沒有臨時的活動空間21logonsecret fashion garden / creative industry analysis時尚花園/ 創(chuàng)意園分析M50M50 is an creative park of the first hour, founded in 2000 by a collective of artists. The former textile factory is until today one of Shanghais best locations fo

23、r art and culture. M50 has never been fully redesigned, the artists themselves decorated their studios and parts of the facade as the moved in. M50 is an outstanding example for the value of industrial heritage.LOFTThe Loft is one of Shanghais oldest creative parks, it has a focus on the fashion ind

24、ustry. But the park has not been well maintained, tenants have been complaining about the condition of public facilities. The landscape design of the LOFT also sacrificed a lot of public space to car traffic, and wasted some of its potential. The small public program includes shops, restaurants, bar

25、s and a super market.800 Show800 Show in Jingan district was finished in 2009, the creative park yields one of the highest rental fees for creative office space in Shanghai and was able to attract international brands. The iconic event hall with entrance plaza is one of the few stylish event spaces

26、in the downtown of Shanghai and is in use all year long. 800 Show combines a leisure plaza with the event hall and a creative office park.M50M50是2000年由一群藝術(shù)家建立的，是成立比較早期的創(chuàng)意園LOFTLOFT是上海最早的創(chuàng)意園之一，專注于時尚行業(yè)。但是這個園區(qū)并沒有獲得很好的保養(yǎng)。租戶們長期對公共設(shè)施有所抱怨。它的景觀設(shè)計中的公共空間也大多被犧牲用作交通空間，浪費了本來具有的潛力。小型的公共功能包括一些商鋪，餐廳、酒吧以及一個超市。800秀800

27、秀位于靜安區(qū)，完成于2009年。800秀是上海創(chuàng)意辦公空間中租區(qū)。從最開始的粗紡廠到如今已成為上海藝術(shù)最佳地之金最高的創(chuàng)意園之一，并且可以吸引到國際大牌。在廣場處的一。M50從沒有被重新改造設(shè)計過，在入駐時，藝術(shù)家們各己裝飾自標志性活動大廳是上海城區(qū)僅有的幾個時尚活動空間，并且可以全己的以及改造部分立面。M50在體現(xiàn)工業(yè)遺產(chǎn)價值方面，毋年使用。800秀將一個休閑廣場和和活動大廳結(jié)公園區(qū)。了一個創(chuàng)意辦庸置疑絕對是一個非常的實例。22logonsecret fashion garden / creative industry analysis時尚花園/ 創(chuàng)意園分析XintiandiXintiand

28、i is probably Chinas most successful adaptive reuse project with countless copies in other cities. The success of the project is a result of the excellent location, the quality of the public space, the quality of the architecture, the high investment and the unique atmosphere.Sinan MansionShanghais

29、own copy of the Xintiandi scheme is working, because of the excellent location. The layout and the design however have many problems, undefined spaces, insufficient spaces, unclear entrances, etc. It remains to be seen if this project remains successful.WaitanThe redevelopment of the Bund is progres

30、sing in recent years with high investment and high end commercial and cultural program. Shanghai is famous for the Bund and reintegrating this area into the urban network will certainly generate strong revenues.思南思南外灘外灘的重建是近年來高投資的高端商業(yè)和是唯一一個模式的案例。因為在于完美項目。上海外灘聞可能是在中國對于舊是在其他城市無法合理再利用最。的案例，而且的場址?？傮w布局和都

31、存在很多的問題，空間不明確,空間不名海內(nèi)外，擴大了城市網(wǎng)絡(luò)，自然而然匪淺。這種它的合理,不明確等。還有待觀察這個項目是否是的。應(yīng)歸功于完美的位置，公共空間的高品質(zhì)，以及高投資和獨特的氛圍。23logonsecret fashion garden /項目名稱/ 文本章節(jié)/ 總結(jié)location potentialThe location of the site is a bit off: too far from public transportation and without any natural flow of people passing by the site. The site i

32、s still within the inner ring and therefore has a downtown location, but the site can only function if it works as a destination.architectural potentialThe architecture of the site is diverse, from outstanding heritage buildings to low quality industrial warehouses. The architecture certainly has no

33、t the quality of Xintiandi, but the diversity is something the design can work with.landscape potentialThe landscape is one of the outstanding qualities of the site, because it is versatile: There is a lush garden and many different spaces between the many buildings on the site. The design should ta

34、p into the potential of the open space and enhance the quality of the landscape.地理位置潛力該基地位置有些偏僻，距公共交通較遠，也沒有較大的人流量，盡管該基位于內(nèi)環(huán)市中心，但是它只有作為一個目的地才能具有可行性。潛力該基地上的倉庫。該 設(shè)計潛力。景觀潛力景觀是該基地的比較突出的優(yōu)勢，因為它的多樣性：有郁郁蔥蔥的花園，建造物間存在各異的空間。設(shè)計應(yīng)該好好挖掘及利用開放空間的潛力,增強景觀的質(zhì)量。是多元化的，從優(yōu)秀的文物，到低質(zhì)量的工業(yè)群肯定沒有的高質(zhì)量，但多樣性是具有無限的2404project positionin

35、g項目概況logonsecret fashion garden / positioning時尚花園/fashion designThe inspiration for theproject is fashiondesign. It is the unifying theme that tieseverything together: the landscape design, the architectural design, and the functional program. The projects goal is to become a landmark for the Shangh

36、ai Fashion Industry and a hotspot for the Shanghia Fashion Scene.時尚設(shè)計這個項目的靈感來源于時尚設(shè)計。這個統(tǒng)一的主題將所有的設(shè)計在一起，景觀設(shè)計、設(shè)計、以及功能邏輯。項目的目標在于，將這里打造成為上海設(shè)計行業(yè)的地標，以及上海市場場景的熱點。26logonsecret fashion garden / positioning時尚花園/shanghai fashion weekThe Shanghai Fashion Week is the most important event of the year for Shanghais

37、 fashion industry. The event takes place late in autumn, after the established global industry events in Milano, Paris and New York . The Shanghai Fashion Week is becoming more popular every year, attracting the who is who of the international fashion scene. To be able to host the Shanghai Fashion W

38、eek is a primary goal of the Secret Fashion Garden Design. Attracting this event would boost the popularity of the project and raise the value.上海時裝周上海時裝周是一年之中上海時尚行業(yè)領(lǐng)域內(nèi)最重要的活動。該活動在每天深秋舉行， 在米蘭、巴黎和紐約的全球行業(yè)活動舉行之后。上海時尚周變得逐年流行起來，吸引著來自世界各地的時尚領(lǐng)域的。能夠舉辦上海時裝周是時尚花園最重要的目標。能夠吸引到這一活動將推動該項目的普及和提高價值。27logonsecret fash

39、ion garden / positioning時尚花園/fashion industry consultantsThe logon team worked with consultants on the Secret Fashion Garden project to ensure the program fits the requirements of the fashion industry and will function as an event area that can successfully host the Shanghai Fashion Week and other e

40、vents all year long.時尚產(chǎn)業(yè)顧問羅昂團隊連同位顧問一起進行時尚花園的工作，確保這個項目滿足時尚產(chǎn)業(yè)需求的同時，能夠作為一個活動區(qū)域， 上海時尚周等全年的各種活動。舉辦28logonsecret fashion garden / positioning時尚花園/A suitable event area for bigger events and fairs requires a total event area of about 5000 sqm.The actual event space should be about 2000 sqm.The additional a

41、rea requires functions like VIP lounge area, catering area, storage, back- stage area, etc.Shanghai is short of suitable event spacesEvent space needs a good infrastructure for lighting and ideally has natural light as well. Event space needs a very high ceiling.Other industries, like marketing, pro

42、duct promotion, exhibition, also struggle to find suit- able space in Shanghai.Designers and visitors are downtown people, they dont want to travel outside the city to visit events.Designers and visitors want a one stop solution, where they can go to an event, but also find spaces for food and drink

43、s, as well as an interesting surrounding.Yeli GuYeli Gu is thefounder of Ontimeshow, afashion fair that allows young talents and established local fashion professionals to exhibit their design and connect with an international clientele. She is a professional event organizer and helped the logon tea

44、m to understand the needs of young designers as well as the needs of the fashion industry.對于一個大型的活動和展會來說，適宜的展示面積大約在5000左右實際的展覽面積大約為2000其他的面積為類似于以下的功能服務(wù)：VIP通道、餐飲、儲藏、上海非常缺乏合適的活動場所活動場地要求優(yōu)秀的照明設(shè)備，也同樣需要理想的自然采光活動產(chǎn)地要求有較高的凈高、等等顧葉麗顧葉麗是Ontimeshow的創(chuàng)始人，作為一個時尚博覽會，它為年輕和當(dāng)?shù)氐臅r尚專的設(shè)計，以及和國際其他行業(yè)，類似于市場、推廣、展覽，也在上海努力尋找合適的場地

45、業(yè)提供了展示設(shè)計師和參觀者大多是當(dāng)?shù)厝?，他們不想去外地參加活動。設(shè)計師和參觀者希望有一站式的服務(wù)，他們希望在參加展會的地點，可以有餐飲服 務(wù)， 以及有趣的周邊環(huán)境客戶交流的機會。顧葉麗是一個專業(yè)的活動組織者，可以幫助羅昂團隊很好的理解年輕設(shè)計師以及時尚產(chǎn)業(yè)的需求。29logonsecret fashion garden / positioning時尚花園/There is only one creative park for fashion designers in Shanghai, the LOFT. But the place is pretty run down.Fashion des

46、igners want high ceilings, the studio itself doesnt need to be big. Lighting must be flexible, designers want to install it themselves.Fashion designers like raw but useable space, they dont want to spent much money on renovation.Fashion designers like a photo studio in the surroundings to rent by t

47、he hour.Fashion designers like a magency in the surroundings.A fashion design creative park should look interesting and should be an everyday inspira- tion.The quality of public space, especially the bathrooms, is very important.It is important to attract some big brands, because young designers wil

48、l follow them. Young fashion designers need mentorship to make it in the competitive fashion industry. Quality relaxing spaces are important: cafes, restaurants, bars and a clean landscape.Fashion designers like it if they can use the surroundings as a backdrop for photos.Tina FuTina Fu is a在上海，只有一個

49、味時尚設(shè)計師服務(wù)的創(chuàng)意園，那就是LOFT。但是這個地方是遠遠不夠的。fashion designer from HongKong, based in Shanghai. She has a studio at時尚設(shè)計師需要足夠的凈高，而設(shè)計燈光設(shè)計一定要靈活，設(shè)計師們往往希望本身并不需要很大。安裝the LOFT creative park on Jianguo road. She is an insider to the Shanghai fashion industry and helped the logon team to understand the requirements of

50、this target group.時尚設(shè)計師喜歡原的但是可用率高的空間，他們不想在翻新方面花太多的資金時尚設(shè)計師希望周圍有有些可以以小時出租的攝影時尚設(shè)計師希望周圍有模特機構(gòu)一個時尚設(shè)計創(chuàng)意園應(yīng)該看上去非常有趣，成為每天的靈感的來源公共空間的品質(zhì)非常重要，尤其是衛(wèi)生間吸引一些大品牌是非常重要的，年輕的設(shè)計師會追隨他們年輕的時裝設(shè)計師需要導(dǎo)師的指導(dǎo)，來幫助他們在時尚行業(yè)中競爭高品質(zhì)的休憩空間是十分重要的：咖啡廳、餐廳、酒吧、干凈的景觀元素Tina FuTina Fu是來自的設(shè)計師，扎根于上海。她在建國路的LOFT創(chuàng)意園有屬于的工作室。她了解上海時尚產(chǎn)業(yè)的情況，可以幫助羅昂團隊更好的理解目標群眾

51、的需求。時尚設(shè)計是希望可以利用周圍的環(huán)境作為攝影的展示背景30logonsecret fashion garden / positioning時尚花園/bar酒吧boutique hotelphoto studio精品酒店攝影fashion +The positioning concept for Secret Fashion Garden is fashion plus: fashion design is the primary target group of the project plus the services andfunctionsneededbytheindustry:res

52、taurantstylistphoto studios, magencies, stylists,造型師cafes, networking space, restaurants, photo backdrops, event space, bars, exhibitionfashion design studios時尚設(shè)計space, workshops, and a hotel. This mix of functions creates a one stop destination that will be attractive to fashion designers.時尚+時尚花園的概

53、念為時尚+：時尚設(shè)magencyrestaurant計是這個項目的最初的目標群之一，其余的目標還包括相應(yīng)的服務(wù)，以及行業(yè)所需的一模特機構(gòu)餐廳些功能：攝影、模特公司、造型展示背師、咖啡、網(wǎng)絡(luò)空間、餐廳、攝影event space景、活動空間、酒吧、展示空間、工作坊、以及酒店。由這些混合功能創(chuàng)造出的一站式中心，對于時尚設(shè)計師來說，是充滿吸引力的.互動空間31logonsecret fashion garden / positioning時尚花園/creative industry focusThe fashion design industry is the primary target grou

54、p of the site and the office space, but this does not mean that the site excludesothercreativeindustries.Introducingother creative companies to the site, like architecture design, marketing, advertising, software design, publishing, etc., will actually increase the creative dynamic of the site and m

55、akes it also easier to rent office spaces faster without a decrease of income. The tenant strategy should however aim for creative industries that are beneficial to the fashion + concept: fashion magazines, fashion related software companies, creative architecture firms and innovative marketing companies will add value.創(chuàng)意產(chǎn)業(yè)聚焦時尚設(shè)計行業(yè)是項目和辦公空間最初的目標群體，但是這并不意味著該項目不包括其他創(chuàng)意產(chǎn)業(yè)。將其他創(chuàng)意公司