zanadu赞那度是一家成立四年的中国精品线上旅行社,他们为中国高端旅行用户悉心甄选一系列旅行产品,其中包括包括赞品旅程、海外自由行、豪华邮轮、国内短假、精品别墅以及全世界最顶级的精品酒店。
ZANADU is a 4 years old e-commerce startup-company in thepremium travel space in China. They provide a suite of travel products toaffluent Chinese travelers. Signature journeys, international luxury vacations,high-end cruises, domestic short vacations, private villas and a largeselection of the world’s best boutique and luxury hotels.

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中国旅游市场目前仍处于初期阶段,许多消费者并不清楚何为奢华旅程。那么,什么是精品酒店?什么是定制奢华旅程?如何区分高端邮轮与普通邮轮呢?此类问题层出不穷。
Since the Chinese travel market is comparatively young,many consumers are not clear about the aspects of luxury vacations. What areboutique hotels? What to expect on an exclusive luxury journey? How arehigh-end cruises different from the usual cruises? etc.

为了给大家解读这些问题,赞那度借助了各类媒体渠道。他们成功运营了赞那度微信公众号,发行赞那度季刊杂志,制作各类视频,并在2015年开始拍摄360°虚拟现实影片。
They operate a very successful WeChat channel, theypublish a quarterly magazine, they shoot video content, and in 2015 theystarted to shoot 360° virtual reality videos.To answer these questions for their prospectivecustomers, ZANADU has used a variety of media.

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这些VR视频能够让潜在客户在预订之前先一步体验目的地和酒店。
These so called VR videos make it possible to experiencedestinations and hotels before customers make a booking.

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赞那度举办了许多路演及线下活动,为潜在客户提供这些体验。由于VR影片上的成功,他们建立了一个线下体验空间,让大家可以借助VR这种创意方式体验他们的旅行产品。
ZANADU has held many road shows and offline events wherethey provide these VR experiences to prospective customers. Because of thesuccess with this technology, they decided to create a permanent space wherecustomers can experience their travel products in innovative ways, including VR technology.

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挑战
Challenge

Value Retail是全球最大的奢侈品奥特莱斯经营商,在上海浦东新开业的奕欧来购物村,为赞那度VR体验店提供了600平方米的空间,毗邻迪士尼。经多方考量,十上建筑被赋予了体验店设计的重任。
Value Retail, the world’s largest operator of luxuryoutlets, offered ZANADU a 600sqm space at the newly opened Shanghai Village in Shanghai Pudong, right next toDisney. Shishang Architecture was hired to design the spaceconsidering several aspects and stakeholders

体验店应体现赞那度的品牌。这是一个非常年轻的品牌,这个空间是该品牌的第一个线下体验地,应考虑到如何在线下呈现这个线上品牌。
The space should reflect the ZANADU brand. This is a veryyoung brand, and this space is the first offline location for the brand. Lotsof consideration was put into how to portrait this online brand in an offline environment.

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该空间是以VR技术和VR体验为亮点吸引人群。
The space should feature the VR technology and VRexperience as a center piece and attraction for walk-in customers.

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该空间应有具有足够的功能性,以互动的方式展示热门目的地和旅行产品。
There should be more functionality to showcase populardestinations and travel products in an interactive way using touchscreenterminals.

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考虑到用户需要佩戴VR眼镜,VR体验应该是非常私人和安静的体验。所以,在这个空间要让人同时感到兴奋与安静,这就十分具有挑战性。
VR experiences can be very individual and quiet, sincethe users wear a VR glass. The challenge was to make the place exciting andimmersive at the same time.

创意
Idea

空间设计理念为“未来的旅行社”。在西方,线下旅行社无处不在,采用的都是传统度假预订方式。
The big idea was “The travel agency of the future”.In the West, brick-and-mortar travel agencies areeverywhere and reflect the old way of booking a vacation.
相反,中国大多数旅行者都是在线预订,而很少选择线下旅行社。我们希望通过赞那度第一家体验店来预测未来的旅行预订方式和旅行体验。
In China on the other hand, most travel is being booked online, and offline agencies were never really popular.We wanted ZANADU’s first brand space to reflect how travel will be booked andexperiences in the near future.

这一设计理念对设计及功能性的影响:
The big idea influenced the design and functionality ofthe space:

设计十分具有科技性。空间看上去就像一个爆炸的像素景观。数字云垂悬在天花板上,数字化的立方体分散整个空间。像素的元素即代表了品牌的线上属性,完美的融合到了线下环境中。
The design language is very much tech-driven. The spacefeels like an exploded pixel landscape. Digital clouds hang from the ceiling.Digital cubes are scattered in islands across the space. The pixels representthe digital origin of the travel brand, translated into a physical environment.

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五个巨大的数字风格化热气球造型的位于空间中心部分,邀请参观者坐在他们下面的座位,开始一段虚拟旅程。
Five gigantic digitally stylized balloons are the center-pieceof the space, inviting visitors to take a seat beneath them and start a virtualjourney. Five gigantic digitally stylized balloons are the center-pieceof the space, inviting visitors to take a seat beneath them and start a virtualjourney.

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20个目的地的触摸屏立方体,展现了不同旅程,产品和目的地的故事。
20 interactive destination cubes were fitted withtouchscreen monitors, displaying interactive stories about journeys, productsand destinations.

 

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两个10米宽的投影屏幕和环绕声系统,提供到剧院般的视听效果。每15分钟就有一个2分钟的品牌视频在20米宽的屏幕上播放。
Two 10-meter-wide projection screens and a surround sound system made for dramatic audio-visualeffects. Every 15 minutes a 2-minute-long cinematic brand film plays out acrossthe 20m width of the screen.

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体验店中的一切都可通过微信及二维码链接到赞那度客户关系管理系统。每个访问者通过扫描一个二维码即体验VR或访问指定产品。
Everything in the store is linked via WeChat and QR codesto ZANADU’s customer relationship management system. Every visitor will scan aQR code to receive a VR experience or link to specific products.

结论
Results

2016年5月,奕欧来赞那度VR体验店试营业,8月3日正式开业。奕欧来入驻有100多家门店,自体验店开业后,便成为整个奕欧来最受欢迎的地方。月均人流量为10,000,其中75%的参观者体验了VR,并加入赞那度CRM系统。
The ZANADU Space in the ShanghaiVillage had a soft opening in May 2016 and an official opening event on August3rd 2016. Shanghai Village has more than 100 retail outlets, and since the very beginning the ZANADU space has been the mostvisited place in the entire village. There is a monthly footfall of 10.000visitors, 75% of which have the VR experience and join the CRM program.

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许多国内具有影响力的媒体也报道了体验店的开业盛况,其中包括科技类媒体(36kr, Pingwest),旅游类媒体(tnooz,traveldaily),电视台(CCTV,凤凰卫视)及许多门户网站,如新浪和凤凰网。
Many influential Chinese media reported on the storeopening, including influential publications in the tech sector (36kr,Pingwest), travel media (tnooz, traveldaily), TV stations like CCTV and PhoenixTV and online portals like sina and ifeng.com.

项目信息——

项目地点:上海奕欧来购物村

面积:600㎡

业主:zanadu赞那度

设计公司:十上建筑(www.shishangjianzhu.com)

设计团队:陈暄,张拓,王志佳

开业时间:2016.08

摄影师:隋思聪

Location:Shanghai Village, Shanghai, China

Area: 600㎡

Client:ZANADU

Design Company: Shishang Architecture(www.shishangjianzhu.com)

Design Team:Chen Xuan, Zhang Tuo, Wang Zhijia

Opening Time:2016.08

Photographer:Sui Sicong

设计师信息——

cx

陈暄
Dr.Chen Xuan

中央美术学院建筑博士
PhD atSchool of Architecture, Central Academy of Fine Arts, Beijing, China

中国建筑技术集团有限公司五所副所长
Director of the Institute of Culture, Arts and Design at theBeijing Architecture Engineering and Decoration Group Ltd.

北京建工集团文化艺术所所长
Vice Director, ChinaArchitectural Technology Group Ltd. Institute

十上建筑执行董事
ExecutiveDirector, Shishang Architecture

陈暄博士现为十上建筑的执行董事兼首席设计师。2004由陈暄成立了十上建筑设计工作室。该工作室现已成为国内外建筑设计界的领军者。在中国它以不妥协的创意理念和优质的设计和执行力,完成了许多知名的住宅、商务及文化项目,并被各大媒体争相报道。
ChenXuan is the executive director and chief designer of Shishang Architecture. Shefounded the studio in 2004 and it has since become a leading architecture anddesign practice in China and beyond. Under her leadership, Shishang hascompleted many high-profile residential, commercial and cultural projects whichare regularly featured in leading print and online publications.

在成立十上建筑之前,陈暄在2001年加入中国建筑科学研究院,2002在其下联合成立了中国建筑技术集团股份有限公司第五设计所。在此期间,她参与设计多处政府建筑物例如:沙特阿拉伯大使馆及人民政协报社大楼等。
Beforestarting Shishang, Chen Xuan joined the China Academy of Building Research in2001, where she opened a commercial department within the China BuildingTechnology Group Co. Ltd in 2002. During that period she was instrumental in designing multiple high profile governmentbuildings like the Embassy of Saudi Arabia and the RenminZhengxie NewspaperOffice Building.

2009 陈暄返回中央美术学院学攻读美术馆研究建筑博士学位。
In2009, Chen Xuan returned to the Central Academy of Fine Arts to work on her PhDresearch program for Modern Art Museum Architecture.

当她不忙于工作或学习时,作为THE KEY乐队主唱参加演出。同时她也经常参与许多跨界的设计项目,包括设计时尚产品,艺术创造,她还将艺术品展览的收益用于慈善事业。陈暄也是各媒体电视在艺术设计类节目的嘉宾常客,常被知名国内大学邀请客座演讲,她的研究和文章也常在业界出版。
WhenChen Xuan is not busy designing, she performs as lead singer in the band TheKey, and involves in many cross-discipline projects with fashion, merchandiseand commercial art, many of which proceeds go to charity. Chen Xuan is also aregular guest and host in design-focused TV shows, gives lectures at topChinese universities and writes articles for industry publications.

她的文章和建筑艺术等成果已经出现在《Vogue服饰与美容》,《时尚》,《Domus国际中文版》,《Interior Design中文版》,《中国建设报》,《AD安邸》,《BetterHome&Gardens美好家园》,《hanghai daily》 ,《china daily》, 《I look》。北京电视台,搜狐网,和许多其他媒体。
Publishedresearch essays and designs appear in Vogue, Cosmo, Domus International ChineseEdition, Interial Design Chinese Edition, China Architectural Daily,Architectural Digest, Better Home & Gardens, Hanghai Daily, China Daily,ilook, Beijing TV Station, Sohu.com, philips-lighting.cn and many other onlineand print media.

知名设计

2008年奥林匹克公园公共服务建筑(北京,中国)

尤伦斯当代艺术中心商店和LOFT(北京,中国)

2013配合成龙新片十二生肖电影发布,打造“盗梦空间”

《AD安邸》进驻中国一周年庆典设计

愚公移山的音乐表演场地(北京,中国)

空白空间画廊(北京,中国)

德国杜塞尔多夫中国中心(杜塞尔多夫,德国)

国贸总部办公室(北京,中国)

中国服装协会L办公室

鲁能总部数字科技展厅(北京,中国)

华龙私人飞机候机厅

北京北公寓建筑

隋建国美术馆(北京,中国)

演员梅婷家

赖特曼别墅(苏梅岛,泰国)

Highlightprojects

The2008 Beijing Olympic Park Public Service Building, Beijing, China

UllensCenter of Contemporary Art (UCCA) Shop and LOFT, Beijing, China

WhiteSpace Gallery, Beijing, China

Collaborationwith actor / director Jackie Chan and Conde Nast AD magazine on “Inception”Space

ArchitecturalDigest (AD) 1st China Anniversary Celebration Design;

YugongYishanLive Music House, Beijing, China

DüsseldorfChina Center, Düsseldorf, Germany

ChinaWorld Headquarter Office, Beijing, China

ChinaInternational Fashion Association, L-Office

LunengDigital Technology Showroom, Beijing, China

HualongPrivate Airport Lounge, Beijing, China

BeijingNorth Apartment Architecture

Museum of Artist Sui Jianguo, Beijing, China

ActressMeiting’s private House, Beijing, China

TheReitermann Villa, Samui, Thailand

设计展览:

与李泉、金星、张大力合作创作生活空间

美好家园6周年庆,6人展将艺术品拍卖捐助农村妇女再就业

Soho中国,10位最具影响力的原创设计师展览

上乘物品中国原创展

北京设计周中华世纪坛展,作品被中华世纪坛馆藏

2013年被评为中国100为最重要的设计师

Exhibitions:

CreativeLiving Space in collaboration with Li Quan, Jin Xing, and Zhang Dali

BetterHome & Gardens Home 6th Anniversary Celebration; JointExhibition of Donations from Six Collectors for Rural Women Rejoining theWorkforce

The“Top 10 Influential Original Designers” Exhibition, by Soho China

“First-classItems” China Original Exhibition

“BeijingDesign Week ”Beijing World Art Museum Exhibition, Design Permanently Collectedby the Beijing World Art Museum

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