策站 — 汇聚全球展厅展馆设计策展与分享

跨界生活馆 | 蔚来新能源汽车展厅

©蔚来

是展厅还是体验中心？泊赫设计从未直白的陈述，主动权完全交给用户，蔚来NIO House的神奇也正在于激发用户探索的欲望，以车为原点，多维度链接全新生活方式。

这里既是轻松交流的场所，也是潮品云集的活力集合点，甚至成为融合艺术、知识、情感等多元化的跨界生活馆……时间累积，第二客厅持续升温，发酵为情感记忆容器。

Is it a showroom or an experience center? Poher Design has never stated directly that the initiative is completely handed over to users. The magic of Weilai NIO House is also to stimulate users' desire to explore, taking the car as the origin, and linking a new lifestyle in multiple dimensions.

This is not only a place for easy communication, but also a dynamic gathering point where trendy products gather. It has even become a cross-border living hall that integrates art, knowledge, emotion and other diversifications... As time accumulates, the second living room continues to heat up and ferment into an emotional memory container.

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项目信息

项目名称：蔚来新能源汽车展厅

项目地点：天津万象城、呼和浩特振华广场、中山新都会

项目面积：600㎡-800㎡

竣工时间：2022年

蔚来新能源汽车展厅

NIO New Energy Vehicle Exhibition Hall

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成立于2014年的NIO蔚来是一家全球化的智能电动汽车品牌，它不仅专注于提供高性能的汽车产品，还在全国各地打造NIO House，以期服务活跃的用户社群。

Founded in 2014, NIO is a global smart electric vehicle brand. It not only focuses on providing high-performance automotive products, but also builds NIO Houses across the country in order to serve an active user community.

©蔚来

01品牌理念

Brand Concept

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成立于2014年的NIO蔚来是一家全球化的智能电动汽车品牌，它不仅专注于提供高性能的汽车产品，还在全国各地打造NIO House，以期服务活跃的用户社群。

蔚来作为一家用户型企业，致力于创造愉悦的生活方式，立志将蔚来打造成为一个以车为起点的社区，一个分享欢乐、共同成长的社区。

相比单纯的汽车概念展厅，打造社区文化聚合效应的新空间无疑非常特殊。NIO House作为一个“容器”，承载蔚来社区和文化，呈现各种产品和服务，特点鲜明，分区清晰，多元化的用户在这里都可以各得其所。

As a user-oriented enterprise, NIO is committed to creating a pleasant lifestyle, and is determined to build NIO into a community that starts with cars, a community that shares joy and grows together.

Compared with the pure car concept exhibition hall, the new space that creates the aggregation effect of community culture is undoubtedly very special. As a "container", NIO House carries the NIO community and culture, and presents a variety of products and services with distinctive features and clear divisions, where diverse users can find their own place.

©蔚来

02设计思考

design thinking

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如何把握用户感受到的情绪及塑造他们愉悦的体验？泊赫设计探索用户行为方式和心理感受，重新定义空间内容、创造品质场景、传递品牌精神。不管是什么范畴，泊赫设计不变的是——致力于为人们创造“情理中、意料外”有温度的良好生活。

泊赫设计进行了NIO House的调研、空间设计、SI手册，完成了天津、呼和浩特、中山三地NIO House的落地呈现。

How to grasp the emotions felt by users and shape their pleasant experience? Poher Design explores user behavior and psychological feelings, redefines space content, creates quality scenes, and conveys brand spirit. No matter what category it is, what Bocher design remains unchanged is that it is committed to creating a good life with warmth that is "reasonable and unexpected" for people.

BOCH Design carried out the research, space design and SI manual of NIO House, and completed the landing presentation of NIO House in Tianjin, Hohhot and Zhongshan.

©蔚来

流量之外，必然要聚焦产品和体验。自主探索的场域，褪去表层的装饰本身，仅仅留下产品展示、品牌呈现、服务内容和多样互动。

银白色现代质感材料奠定洗练的基调，空间质感与汽车同频，也让科技感满满的蔚来汽车形象脱颖而出，干净飒爽，高级感十足。

忠于体验的本质，Gallery放弃用文字或影像在用户意识里直接输入品牌和产品信息，而是利用极简体块搭建，镜像心理暗示，创造一片空无场域，引发用户探索未知而又神奇的新世界，感受蔚来汽车与用户在意识精神层面的共鸣和共振。不以直白销售为宗旨的新规则、新方式、新物种，让人眼前一亮、豁然开朗。

In addition to traffic, it is necessary to focus on products and experiences. In the field of independent exploration, the surface decoration itself is removed, leaving only product display, brand presentation, service content and various interactions.

Silver-white modern textured materials set a refined tone, and the spatial texture is at the same frequency as the car, which also makes the image of NIO, which is full of technology, stand out, clean and stylish, full of high-end sense.

Loyal to the essence of experience, Gallery abandons the use of words or images to directly input brand and product information into the user's consciousness, but uses minimalist blocks to build, mirror psychological hints, create an empty field, and trigger users to explore unknown and magical new The world, feel the resonance and resonance between NIO and users at the level of consciousness and spirit. New rules, new methods, and new species that do not aim at direct sales are eye-catching and enlightening.

©蔚来

04用情感链接

use emotional link

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保持最适宜的三十七度

与用户共同成长、打造承载记忆的“容器”，NIO House在细心经营他与用户之间的伙伴关系，如果为这个关系设定温度，应该是最接近人体体温的三十七度。友情、亲情、爱情皆可在此慢慢生根发芽，空间作为保温的容器，用它的视觉语言、材料质感和尺度构建，润物无声。

Maintain the most suitable thirty-seven degrees

Growing together with users and creating a "container" that carries memories, NIO House is carefully managing the partnership between him and users. If the temperature is set for this relationship, it should be 37 degrees, which is the closest to human body temperature. Friendship, family affection, and love can all slowly take root here, and the space serves as a heat preservation container, constructed with its visual language, material texture, and scale, moistening things silently.

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在泊赫设计笔下，轻松自然的美学氛围、清晰高效的动线设计策略，呈现了融合城市图景、能量复原和职业成长等多种功能与需求的实践。
Under the pen of Bocher Design, the relaxed and natural aesthetic atmosphere, clear and efficient circulation design strategy presents the practice of integrating multiple functions and needs such as urban landscape, energy restoration and career growth.

©蔚来

蔚来汽车连接智能生活方方面面，智能时代也需要一扇“任意门”，连接信息传递、情感表达与创意协同，泊赫设计将他们沉淀为每个具体场景。

NIO connects all aspects of smart life, and the smart era also needs an "any door" to connect information transmission, emotional expression and creative collaboration. Poher Design precipitates them into each specific scene.