更新设计周游丨赓续品牌基因，焕新年轻生活方式——淮海755

如果从空间坐标来看，

淮海755无疑是天赋良资。

它坐落于上海著名的商业街淮海路上，

这里是最能体现魔都品位与腔调的地方，

大牌，潮店云集，时尚洋气的调性，

备受年轻人推崇和喜爱。

从人文情怀来看，

淮海755的前身是老派百货商场代表东方商厦，

有着深厚的文化与品牌积淀。

Located on Huaihai Road, the famous commercial street in Shanghai, Huaihai 755 is gifted with its location. This street is loved by the young generation for the stylish atmosphere, gathered big brands and fancy shops, all of these are reflecting their taste and style. In terms of humanism, Huaihai 755 has a deep cultural and brand heritage for it was the old-fashioned emporium, Orient Shopping Center.

更新设计受淮海755之邀，为其打造该品牌的空间新形象。此次品牌升级的关键词为年轻活力，以“创造生态健康、年轻有趣的生活美学空间”为目标指导；在综合现状的平衡下，更新设计展开了一场触达年轻消费者的空间焕新。

With the keywords of “Young and Dynamic”, here comes the Update Studio to create a new image of space for Huaihai 755. “Eco-Healthy, Young and Fun” is our target; Balancing the comprehensive status quo, Update Studio has embarked on the renewal that stirs the heartstrings of the young.

设计策略

Design Strategy

设计从为商业赋能的本质出发，围绕淮海755策展型零售，集商业、社交、文化、互动属性为一体的定位，展开了对存量空间的更新改造。一切维度的升级，以强化其年轻感标签，作为总体目标。设计重新定位背后，是让旧商业焕新生，更精准俘获目标客群。

From the essence of empowering business, the design has positioned around the curated retail of Huaihai 755 with its integration of commerce, social, culture and interactivity for the alternation of its space. Each promotion is targeted to strengthen the sense of youth. The design positioning is to rejuvenate the business and appeal the target customers.

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用有限的资源创造最大的价值，通过设计技巧去做减法，立定了极简现代的框架。通过旧材质有效利用，焕发新形态，亦是一举多得的思考。藉由材料和形态的保留，原有品牌架构和文化以优化和创新，赓续过往，焕新未来。

We have set the framework for minimalist modernity by our techniques to use moderate resources to make bigger values. Meanwhile, the idea of new forms through effective use of old materials is also a coup on several levels. Passing on the past with the preserved material and form, to the bright future with the optimized brand and culture.

自VI体系，从色彩系统到导视设计的整体品牌包装，是更新设计给予品牌商业策略上的赋能，由外至内的系统化升级，对于品牌在市场上的占据，在目标客群心中的印象标识，都是极大的提升。

The holistic brand design of VI System, Guidance and Color System is the empowerment of the commercial application by Update Studio. The integrated upgrade brings a tremendous enhancement of brand domination and impression of the target customers.

现代简约

品牌年轻化策略

Minimalist Modernity

– Youth Policy

△改造前

△改造后

这是一次基于存量商业的空间改造焕新，也是一次旧商业形态更加接近于年轻标签的品牌升级。于是，打造一间与年轻有趣，和时尚潮人双向奔赴的沉浸式体验空间，成为更新设计与委托者的共同目标。更新设计从淮海755未来商业定位的清晰化入手，以“年轻化的品牌策略”为核心，以场域视觉和精神契合的双重构建，开启了对一至三层空间的重生之旅。

This is not only a spatial renewal of the business space, but also a brand promotion from old-fashion to new-fashion. For this reason, Update Studio goes hand in hand with clients to make an immersive space for the young generation. Based on the visualization of market position of Huaihai 755, Update Studio has centered on the “Young Brand” for the renovation of F1 to F3 with the integration of field vision and mental coincidence.

设计一面在场域的视觉形态上，去勾勒自然与自在的体验，一面在内在精神和气质上，去契合年轻人的心理舒适量度，置身其中，达成“我与空间”的无间融合。去除一切繁饰与堆砌，极简利落极具现代感，贯通于整个商场的空间，将目光所及与心绪所达，调至最简单与惬意的状态，这是适配年轻人休闲娱乐的最基本法则。

To outline the visual representation of nature and freedom in the field, to fit in with young people of inner spirit and temperament for blending of “I & Space”. As we all know, the most basic rules of leisure and entertainment for young people is minimalism, and thus without frills and flourishes, the minimalism passes throughout the mall.

游弋于空间中不同形态的灯带，是设计的点睛之笔。既是实用型的光源点亮空间，亦是线条的艺术，勾勒出时尚与运动的型格。年轻化的品牌形态如潜移默化的心理暗示，无需大张旗鼓地宣扬，在细节中悄然彰示，便可吸引同频者的见而心会。

The artistry of lines appears in the mode of LED strips, different forms of strips highlight the design, sketching the style of fashion and sport with the practicable light. The Young Brand is expressing itself without fanfare, attracting those who on the same wavelength.

△改造前

△改造后

原木色与白色所搭档出的主色调，大概最擅长小清新的表达，亦不失大方雅致。空间行走过程中，不断闪现的自然景致，以材质和表现手法各异的书写形式，让清新的自在加倍。享尽都市的繁华便捷，而又时刻身处释放的无拘。

The color of log and white interspersed, feeling fresh and elegant. Walking through the mall, the views in different materials and expression flash along, making the pure aura stronger. Free to relax, easy to liveliness.

新旧材料碰撞，

衍生承续与焕新

Collision of New and Old Materials,

Connecting the Past to the Future.

以设计赋能商业，始终是更新设计在本次改造中的价值观。这一理念具象落于“保留与焕新”，“成本与目标”等品牌升级过程中一系列对照组的取舍上。设计依据委托者需求锁定的品牌升级，不是对原有的全盘否定，亦不是追求设计与艺术炫技的空间表达。品牌运营成本与增长点，品牌文化的赓续与活力，才是商业形态更新的要义所在。

Empowering business with design has always been the value of Update Studio in this renovation, it can be seen from collisions like “Preserve and Rejuvenation”, “Cost and Target”, etc. Design is an upgrade in response to the needs of the client, it is not a denial of what is already there, nor is it an expression of design and showmanship. The key to the renewal of business is the cost and growth of brand operations and the continuation and vitality of brand culture.

在核心立意的指导下，设计保留了商场标志性的立柱，楼梯，以及原有的木地板形态。当下的清新木色下，藏着对原有旧材的钟情。原空间不同区域的木材质被小心翼翼拆分，经过刮掉面漆，做旧，及重新打磨，做防护层等一系列细致的处理……念旧亦新生，再次相见，容颜变幻，但依然是熟悉的温馨，舒适与包容的内核。

Under the core guidance, we preserved the iconic column, stairs and the original wooden floor. The love for the original materials is covered. The timber in the different areas of the original space was carefully dismantled and we did a series of meticulous treatments, such as scraping the finish off these timbers, antiquing them and refinishing them with a protective layer. See you in different look but feel the same.

"艺术+商业"的沉浸式体验，

变量里藏多元世界

Inclusiveness of “Art + Design”,

Multiverse Sparks Along Variables.

二层的休闲区空间如行走中的间隔符，承载着商场内“一方桃花源”的主要功能。休息和休闲作为最基本的日常功能，给到来者一场短暂的修整，或片刻的慢品细咂。大面积的木色包裹，与绿植环绕，奠定了温暖舒畅与闲适静谧的场域情绪。无论行走，亦或是停留，将人在其中的自在自然而然引出。

The walking intervals, or the Leisure Zone, of the 2nd Floor are the Arcadia of the mall. As the most common functions, leisure was brought by these intervals to customers for rest. The extensive wood cladding and greenery surrounds set the mood of warmth and relaxation. Whether walking or staying, it draws out one’s ease in it.

极简的中性底色，如形形色色生活形态的背景，无定式，无风格，却让包容和适配孕生出无数种可能。开放式的空间排布，恰恰是设计给予此处空间埋下的不确定伏笔，在未来触发更多年轻力的无限可能。在俗常里酝酿出生活的趣，在同质化的常态下生出不拘一格的亮点，与品牌的营销和理念不谋而同。

There is no stereotype in the minimal neutral background but brings various lifestyles, breeding a myriad of possibilities. The open spatial arrangement is precisely the uncertainty that the design gives to this space, triggering more youthful possibilities in the future. Creating fun within the mundane, giving birth to unconventional highlights in a homogenized normality, all of which coincide with the brand’s marketing and philosophy.

将变量的概念植入空间，是商业与艺术及文化等多元品牌价值的逻辑。设计旨在通过空间的排布技术与艺术，以体块的排列组合，与未来主题内容的展开，或让渡于即时的展柜商业价值，或来一场文化艺术属性的美学展，或化身T台开启一场小型show……成全空间可多用的N+1种可能。背后是给予生活方式的可能性探索以激发，以框架搭建，去传递多元的文化与年轻生活方式。

The implantation of variables into the space is the logic of diverse brand values such as commercial, artistic and cultural. The design aims to allow the arrangement of the blocks to unfold simultaneously with the future theme through the technique and art of spatial arrangement or transition it to a display case to add commercial value, or hold an aesthetic exhibition with cultural and artistic attributes, or turn it into a catwalk for a mini-show for the purpose of N+1 possibilities for multiple uses of space. To bring more possibilities to lifestyle, to convey the diversity of cultures and young lifestyles.

空间与空间的沟通，达成的人与人，人与更远空间视野的沟通。设计通过视觉的艺术，打通了置身于每一层空间的视野，也利用手法制造出不经意便跳出的小意趣。空间不再是静止、孤立的物，时间流动上的变化性和故事性，丰盈了原本平铺直叙的内容。即时遇见的所见，成为空间的趣味体验，吸引更多人慢下来，品味这一刻的光影人生。

With the communication between space to space, to achieve the communication between human to human, and even human to further space. The design, through visual art, opens up the view from each floor and also uses techniques to create a variety of pleasures. No longer static and isolated, the space is filled with temporal variability and storytelling, fleshing out the otherwise bland content.

几何体块的勾勒，最是适配极简和低调的美学主张，空间是在原基础上做减法，却丝毫未将就，在视觉上给予人层次和韵律的艺术体验。设计以几何体块与取景框的手法运用，达成不同空间的互通，从而实现看与被看的有趣关系，以此调动起人在其中的小惊喜体验。

Geometric blocks are best suited to a minimalist and understated aesthetic. The space gives a visually layered and rhythmic artistic experience, although this space is a subtraction from the original, it does not compromise in any way. With geometric blocks and framing, the design achieves interoperability between different spaces, the relationship between looking and being looked at is established, the surprising experiences of being there is mobilized.

以人文化与艺术化，

藏意趣于生活间隙

Hide Interests in Life

with Humanity and Arty.

年轻是色彩斑斓的活力，年轻是反叛一成不变的生机，年轻亦是品味哲学的忠诚拥趸……设计尊重空间适用人群所定位的年轻强调，在细节上做足了文章。体块的参差，是琴键欢快里的灵动，色块的点亮，则映射出年轻态的五彩斑斓。细节上的艺术化，是对抗平庸最热烈天赋，亦是设计与品牌共通的人文关怀。

Youth is the vitality of colorful, youth is the vitality of refusing to stay the same, youth is also a loyal follower of the philosophy of taste. With a great deal of attention to detail, the design is very respectful of the youth of the people for whom the space is intended. The diversity of the blocks is the joyfulness of the piano keys, and the color blocks is the colorfulness of the youthfulness. The artistry in details is the most passionate talent against mediocrity and the humanistic concern that design and brand share.

灵魂引力

Soul Gravitation

通过与用户建立起更强的情感连接，成为当下商业活力越来越重要的一个方向。这一切入点，是更新设计在本次淮海755新形象的全面升级中，给予委托者提供的具有长远战略规划的商业价值赋能。通过快闪，答案之书，手工等多样生活方式和价值分享活动，去构建备受当下年轻人欢迎的社交属性内容，支持表达自我，传达多元包容理念，与年轻化的意趣，营造温暖的社交氛围……在激活商业活力的同时，亦契合和彰显着品牌的文化理念。

It has become an increasingly important direction for business vitality today by establishing a stronger emotional connection with users. This entry point is the business value empowerment with long-term strategic planning that Update Studio provides to the client in this comprehensive upgrade of Huaihai 755’s new image. Through flash mob, the book of answers, crafts and other various lifestyle and value-sharing activities, we are building social content that is popular among young people today, we encourage everyone to express, conveying the concept of diversity, inclusivity, and youthful interest to create a warm social atmosphere. With the activation of commercial vitality, it also fits and highlights the cultural concept of the brand.

如果说空间的外在形态，是一见钟情的开关，那么精神上的内容暗号，才是人用以识别自我与空间，与其中的群体是否契合，能否沉浸其中且久处不厌的关键。设计以别具一格的方式写入精神的契合，热爱，调侃，消解，每一面型格都有棋逢对手的表达。让光临此间的每个人，来这里的每个角落，都可偶遇有趣的灵魂片段。

If the external appearance of the space is the switch for love at first sight, then the spiritual content is the key for people to identify themselves with the space, whether they fit in with the group in it, and whether they can be immersed in it and never get tired of it. The design is linked to fit, love, flirtation, and dissolution of the spirit in a unique way, with each side having a corresponding expression, making everyone who comes here, meet interesting souls in every corner.

VI与导视系统，

焕新品牌文化与美学

Innovative Brand Culture

and Aesthetic with VI and Signage

在桔子水晶酒店，如何回归到本质与纯粹，提供有“质”与有“感”的住宿体验，是我们的目标。以光为引导，透过不同的介质与空间转换，流畅且舒适的在新水晶酒店內愜意移动。

In the new version of Crystal Orange Hotel, our design gets back to essence and purity. In terms of accommodation experience, providing “fine quality” and a “good sense" for guests are our goals. Lighting guides the guests into the hotel, transforming through different objects and spaces, which instantly release guests from the pressure of busy life. The new Crystal Orange Hotel is trying to create an accommodation experience that is luxurious but not extravagant, essential but not artificial.

△向右滑动查看更多

本次对淮海755品牌的升级，更新设计依托于空间，却放眼整个品牌发展的新定位，从空间形态，到品牌内容，皆进行了一次由内而外的年轻化焕新。VI系统不管作为品牌的灵魂，还是空间使用的规范化视觉标识，是更新设计本次升级的重头戏。延续原有的品牌型格，以新的原创LOGO设计，自然清新的企业配色，视觉场景运用，企业物料运用，品牌运营效用等多维度的使用场景，皆导向了品牌年轻化的新起点。

Based on the space, Update Studio takes a broad view of the new orientation of the brand development from space form to brand content for the evolution of Huaihai 755, there has undergone a rejuvenation from the inside out. VI system, both as the soul of the brand and the standardized visual identity for space use, is the main focus of this upgrade of the updated design. Following the original brand style, the new LOGO guides the brand to a new starting point of young generation with multi-dimensional usage scenarios like natural and fresh corporate color scheme, use of visual scenes, utilization of corporate materials, brand operation utility, etc.

导视系统设计

Signage system design

设计不再局限于空间的层面，以原创VI和导视等系统化，多层面的商业逻辑策略，构建起品牌体系在受众群体中的心理印象，是设计规范化的首要目标。设计在力求功能便捷性与识别性最优化的基础上，亦将空间体验者的喜好、趋势和流行的元素，以专业化和标准化的表达手法，写入了空间，成为品牌对外展示与升级的一大脉络。

The design is no longer limited to space. The primary goal of design standardization is to build up the psychological impression of the brand system in the audience group with systematic, multi-level business logic strategies such as original VI and Signage. The design, based on the pursuit of convenience and identification optimization, integrates the preferences, trends and popular elements of the space experiencer into the space with specialized and standardized expressions, and this, is the major joint of the brand’s display and upgrade.

项目信息

项目名称 | 淮海755‍‍‍

项目业主 | 上海新华联大厦有限公司‍‍

设计公司 | 更新设计

设计主创 | 周游

室内设计 | 廖金燕、胡翚羽、雷依邻、肖伊君、刘丰迪、房佳玮

项目地点 | 上海‍

项目面积 | 2227㎡

撰稿文案 | 清歌传媒

项目摄影 | LLAP建筑摄影

设计师

周游

更新设计创始人

周游本科毕业于中央美术学院建筑系，研究生毕业于纽约普瑞特艺术学院设计管理专业，于2015年创办更新设计。公司专注商业空间全案设计，服务于商业实体空间的消费升级和更新迭代。并整合零售、餐饮、娱乐等其他业态，为商业地产项目提供一整套的全案设计服务。在保持自身更新迭代的前提下，更新设计立志于将新事物和新方法融入到设计之中，用更新的理念来更新城市。并充分应用跨界的思维让作品发挥更大的设计价值、经济价值和社会价值。

—END—

监制 | Linda

编辑 | Mas

策划 | Sansan

授权公司 | 更新设计‍‍‍

本文来自微信公众号“designcool设计酷”（ID：designcool18）。大作社经授权转载，该文观点仅代表作者本人，大作社平台仅提供信息存储空间服务。