新文化消费超级IP的崛起 I 言几又广州K11黑金旗舰店

©廖贵衡（Dick.L）

城市是人类最伟大的发明之一，在这个庞大的生产形态中，个体的生活状态也被无限放大。商业文明高度发达的今天，购物中心已然成为屹立于城市轴心地带的当代人生活地标。新世代消费群体对于一座城市的认知边界也被打破重构，早已从同质化的购物综合体转变成由艺术家、设计师或商业品牌所带来的独特体验。融合文化、艺术等新元素的体验式消费，成为购物中心发展的破局之道。

City is one of the greatest inventions of mankind. In this colossal form of production, the status of individuals’ lives is also infinitely magnified. We are now living in a highly commercialized society. Shopping centers at the most essential areas of the cities have become the landmarks of the contemporary lifestyle. The new generation consumers have a different and reconstructed perception of cities. Homogenous shopping complexes have long been transformed into places offering unique experience through artists, designers or commercial brands. The experience-oriented consumption which integrates such new elements as culture and art has become the panacea to make a breakthrough in the development of shopping centers.

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项目名称：言几又广州K11黑金旗舰店

项目类别：商业文化空间

服务内容：空间/标识

设计机构：峻佳设计

言几又广州K11黑金旗舰店

Yanjiyou Guangzhou K11 Black Gold Flagship Store

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从2012到2018年，峻佳设计以革新者的姿态，参与了一个新文化消费超级IP的崛起。此次，毗邻广州地标东塔，坐落于K11艺术型商业中心，作为言几又首家扎根广州的旗舰店，峻佳为其定制设计了一个极具故事性和话题感的艺术主题空间，以富有隐喻和启发性的空间故事串起场所记忆与品牌内涵。重重谜题隐喻，正是峻佳设计给出的关于当下实体商业发展的回答。

From 2012 to 2018, Karv One Design, as a revolutionary, participated in the emergence of a new super IP for cultural consumption. This time, in the K11 art-themed commercial center adjacent to the Canton East Tower, the landmark of Guangzhou, Karv One designed an artistic space for Yan Ji You book store. For the flagship store in Guangzhou, Karv One innovatively created stories and topics for the space and built connections between visitors’ perception of the space and the profound connotations of the brand with metaphorical and enlightening stories of the space. Shrouding metaphors in the enigma of riddles is how Karv One responds to the development of the current real economy.

©廖贵衡（Dick.L）

艺术隐喻的空间

Space of Artistic Metaphors

黑洞·引力场 | Black Hole·Gravitational Field

突破言几又惯常的设计表达，峻佳以“黑洞•引力场”作为创意灵感，衍生出K11言几又的终端设计。黑色的深邃叠加多维主题空间，配以互动式谜题设计，以隐喻式的空间强烈地吸引来访者开启创新的探索之旅，呈现出独特的设计美学。

Once again, Karv One looked beyond the conventional design expressions of Jan Ji You and came up with an innovative design for the K11 store reflecting the inspiration of the “black hole and gravitational fields”. Mystic black is the color of choice that is applied consistently through the whole multidimensional space. Interactive puzzles are embedded into the metaphorical space to appeal to the curiosities of the visitors for exploring a journey of innovation. It is also an embodiment of a unique aesthetic of design.

隐喻，揭开空间的谜题 | Metaphor, Solving the Puzzles of Space

入口，成为探索之旅的起点。在门头设计上，峻佳煞费巧思。应用特色油漆涂料，呈现出门头装饰面板粗犷又细腻的金属质感，黑色则赋予整个空间充满神秘的氛围和格调。

The entrance is the starting point for an exploration journey. Karv One put a lot of ingenious thoughts in the signboard design. A special paint is used to achieve the rough yet delicate metallic texture of the decoration panel, while the color black is used, enveloping the entire space in a mysterious atmosphere and style.

©廖贵衡（Dick.L）

如同远古时期，人类为了记录重大事件和生活，于石板上刻下的符号，后人则以解注谜语的心思去探访古时文明。峻佳设计了门头装饰面板上的发光字，呈现出文字发展的三个重大时刻，象征发展与探索，即是空间内部隐喻的开始。在此，亦可饱览内部空间。整体空间，峻佳化繁为简，摈弃过多装饰，室内多选用不锈钢材质，提升整体品质感。

In ancient times, our ancestors carved symbols on stone slabs in order to record major events and their lives. Later generations are now able to explore the ancient civilizations by solving those riddles. Karv One designed the luminous characters on the decorative panel of the signboard, showcasing the three major moments in the development of the written language, and symbolizing development and exploration. This marks the beginning of the space metaphors. Standing at the entrance, visitors could glimpse into the space inside. Complexity has been made simple through ditching excessive decorations for the whole space. Stainless-steel is used extensively indoors to enhance the overall quality.

©廖贵衡（Dick.L）

启发，时空刻度之始 | Inspiration, the Start of the Space & Time

演讲区是人流汇聚之地，特色设计，象征它是一个空间的引领，而于空间隐喻的结构当中，它是启发。峻佳选用反光材质黑镜，配上动态led显示屏，给人以强烈的时空感。特式地台设计仿佛不同空间穿越的时间凝固之点，站在这里，它可能会让你想起时钟的刻度，而别于一般的时钟，26个数字为一周期，也代表着26个英文字为一周期，是对整个空间谜题的提示。设计的巧思，是令来访者沉浸其中，意欲揭开谜底。

The podium area is where there is huge footfall. It is a symbolic usherer for the space in the sense of design while in the structure of the spatial metaphor, it is an inspiration. Karv One chose to use reflective black mirrors, coupled with a dynamic led display, to deliver a strong sense of time and space. The special platform in the area is like the point where the time that travels through different spaces solidifies. Standing here, you may be reminded of the scale of the clock. Different from the normal clocks, a cycle is formed by 26 numbers and 26 English words. It is a hint for the entire space puzzle. The ingenuity of the design is to immerse the visitor in the space in order to uncover the mystery.

©廖贵衡（Dick.L）

探索，艺术与想象无界 | Exploration, Boundless Art and Imagination

峻佳以谜题植入，带着好奇，来访者意欲探索室内每一处空间，空间的价值也得以实现最大化。由此，来访者细细穿越书区、主题艺术区、咖啡区、儿童区，与整个空间完成互动。

Karv One implanted puzzles in the spaces, which incited the curiosity of the visitors to seek to explore every one of them. The values of spaces have also been maximized. Visitors are able to interact with the entire space by walking through the book area, themed art area, coffee area, and the children’s play area.

©廖贵衡（Dick.L）

值得一提的是，为了解决被建筑中空打断的空间布局，峻佳对室内进行二次规划，设计了两个特色主题艺术区域，布局合理又不乏设计感。高级艺术品装置被高高的书墙包裹，人们穿过“艺术之门”即可近距离观看、感受艺术，人群穿梭于空间之中，与艺术品及书形成和鸣，相映成趣。而空间顶部的“空”既延伸了想象力，也与外部人群形成一种互动照应。这是来访者愿意停留的一处重要场所。咖啡区则以大范围不锈钢天花设计，有效连接不同业态，非全高的隔断，实现了产品和空间的融合。

It is worth mentioning that, Karv One designed two distinctive themed art areas in order to harmonize the spatial layout interrupted by the hollowed partitions between spaces, which makes the whole space arrangement more practical and stylish. Premium art installations are surrounded by tall walls of books. People walk through the “gate of art” and can watch and feel arts at close range. The crowds shuttle through space and form a harmonious relationship with artworks and books. The “emptiness” at the top of the space not only extends people’s imaginations, but also forms an interactive response with people. This is an important place where visitors are willing to stay. The coffee area is designed with a large range of stainless steel ceilings, effectively connecting different business formats. Partitions lower than the ceiling help achieve the integration of products and space.

©廖贵衡（Dick.L）

解谜，记录空间的旅程 | Puzzle Solving, Journey of Recording the Space

如何最大化实现空间与人的关联，是峻佳考虑的一个重点。从揭开谜题到解谜的空间探索过程，每一个来访者都有一段自己的旅程。峻佳在整个空间的不同位置，利用柜身及墙身位置，置中设计谜语，引导来访者解谜及思考不同谜题与空间的关系。在这里，峻佳巧设视觉和听觉两种主题的谜语。

A key consideration for Karv One is how to maximize the bond between the space and people in it. From solving puzzles to the spatial exploration, each visitor leaves with his/her own experience of a journey. Both visual and auditory riddles are cleverly embedded by Karv One in the cabinets and walls at various locations throughout the space to guide visitors to solve mysteries and consider the relationship between puzzles and spaces.

视觉主题中，峻佳以测试眼睛的验眼表融合月亮月圆的周期，形成密码，解码的方式便是把数字与对应英文字进行匹配。而在听觉主题中，音乐的五线谱被设计演绎成十三线谱，解码的方法是将线上音符的位置与英文字对应。每一个来访者依照谜语的提示，会得到属于自己的答案。是海明威的《老人与海》还是莎士比亚的《十二夜》，抑或是谜语本身视觉呈现的美感……在寻找和探索之中，每个人都有一段属于自己的空间旅程，这也是人与空间发生的深刻联系。

In the visual theme, Karv One combined the moon cycle with the eyesight test table to form a password. The decoding method is to match the numbers with the corresponding English words. In the auditory theme, the five-line staff is designed into 13-line. The decoding method is to match the position of the notes on the lines with the English words. Each visitor will get his/her own answer according to the hint of the riddle. It might be Hemingway’s “The Old Man and the Sea” or Shakespeare’s “Twelve Nights”, or it might be the visual beauty of the riddle itself…During seeking and exploring, each person builds a journey of his/her own, which also represents a profound connection between man and space.

©廖贵衡（Dick.L）

整体上，峻佳也以各导视系统的延续性和差异性，强化了空间体验的艺术感及品质感。当原本被束之高阁的艺术真正介入大众生活，不难建立人与空间的回响。在往复的寻找与探索之中，每个人得以定格一段深刻的记忆，而空间旅程本身即是一种充满艺术美感和可能性的生活体验方式。

On the whole, Karv One enhanced the sense of art and quality for the space experience with the continuity and diversity of various guiding systems. It is not difficult to establish interactions between people and space when the previously beyond-reach art is made accessible to the general public. In the process of searching and exploring, each person is able to take away a profound memory. The space journey itself is a life experience full of artistic beauty and possibility.

©廖贵衡（Dick.L）

由此，峻佳以设计助力，为品牌创造了一个充满魅力的生活体验磁场，也以场所价值，充当着城市中公共交流的平台，以如此姿态生长于广州这片土地之上，生生不息。

Karv One, with this thoughtful design, created for the brand a magnetic field full of magical life experience. As a valuable venue, the space also serves as a platform for the public to mingle and share, thus gathering long lasting vigor and vitality in Guangzhou.