策站 — 汇聚全球展厅展馆设计策展与分享

广州·YUELIFE越生活体验馆 / PONE普利策

©尔见摄影、PONE拍摄组、不二山人

越秀地产作为中国第一代美好生活的创领者，30多年间深度参与了广州中轴线的布局发展，先后落地六大标杆综合体，展开城市生活的宏观叙事。2021年9月，以压轴姿态开放的ICC环贸天地，成为其在广州培养国际消费城市的背景下打造高效链接全球的超级流量。

As the pioneer of China's first generation of a better life, Yuexiu Real Estate has been deeply involved in the layout and development of the Guangzhou central axis for over 30 years, and has successively landed six benchmark complexes to launch a macro narrative of urban life. In September 2021, the ICC World Trade Center, which opened with a finale posture, became a super traffic platform for efficient global connectivity in the context of cultivating international consumer cities in Guangzhou.

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空间名称：越秀地产YUELIFE生活体验馆

空间类型：商业空间、体验中心、销售中心

空间地址：广州市天河区天河北路237号ICC环贸天地

设计公司：PONE普利策

PONE普利策广州越生活体验馆
PONE Pulitzer Guangzhou Yue Life Experience Hall

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以「YUELIFE生活体验馆」之名，越秀地产将传统独立的签约中心植入商圈，对品牌形象和服务做整体提升，是一个开创性新战略和突破性的主动策划布局。标志越秀地产正式进入复合业态、创新生态的精益时代，对「新的生活方式」和「商业形态」具有孵化价值。项目位于ICC环贸天地东塔二层，是越秀地产品牌战略升级的首个「CBD签约中心」。旨在展现客户服务升级、硬件升级、软件升级和文化导入等成果，以提供完整优质智能的置业体验。PONE普利策以品牌升级的系统策略构思，为项目创造了3个角色代言ICON，以YUE字母命名：橙毛Y-cocon、加热人U-cocon、机械臂E-cocon。
以角色对话和全新情节装配，强化体验感。创作逻辑由三部分构成：1 空间服务属性的体验升级；2 新商业体验营造；3 ICON代言角色设定。

Under the name of "YUELIFE Life Experience Hall", Yuexiu Real Estate has implanted a traditional independent signing center into the business district to enhance the overall brand image and service. This is a groundbreaking new strategy and proactive planning layout. It marks the official entry of Yuexiu Real Estate into a lean era of composite formats and innovative ecology, with incubation value for "new lifestyles" and "commercial forms". The project is located on the second floor of the East Tower of ICC World Trade Center, and is the first "CBD Signing Center" for Yuexiu Real Estate's brand strategy upgrade. Intended to showcase the achievements of customer service upgrades, hardware upgrades, software upgrades, and cultural imports, in order to provide a complete, high-quality, and intelligent real estate experience. PONE Pulitzer created three characters to endorse ICON for the project based on the brand upgrade system strategy concept, named after the YUE letter: Orange Hair Y-cocon, Heating Man U-cocon, and Robot Arm E-cocon.

Enhance the experience through character dialogue and new storyline assembly. The creative logic consists of three parts: 1. Experience upgrading of spatial service attributes; 2. Creating a new business experience; 3 ICON endorsement character settings.

©尔见摄影、PONE拍摄组、不二山人

1 / 能量环Energy Arc

PONE普利策在该区域设计一个「能量环」数字艺术装置。直径8米的环屏，以反重力反水平的状态存在。抬高70度变成进入的开口，提供适度的开放性和包裹性，既不全开放，也不全封闭。

1/Energy Arc

PONE Pulitzer designs an "Energy Ring" digital art installation in the area. A ring screen with a diameter of 8 meters exists in a state of anti gravity and anti horizontal. Raise it 70 degrees to become an opening for entry, providing moderate openness and wrapping, neither fully open nor fully closed.

©尔见摄影、PONE拍摄组、不二山人

吸引力来自于非线性运动、多维沉浸的虚拟数字环境。银色的熔岩，或游离、或分解、或渗透、或聚合，以能量分子质态的方式流动。包裹式的能量装载，裸眼3D的技术融合，构建了全新的媒介，同时承载了邀请来访者感受越秀地产YUE VIBE美好生活方式以及社交场景想象

Attraction comes from the virtual digital environment of nonlinear motion and multi-dimensional immersion. Silver colored lava, either dissociated, decomposed, infiltrated, or aggregated, flows in the form of energy molecules. The wraparound energy loading and the integration of naked eye 3D technology have constructed a new medium, while also carrying the imagination of inviting visitors to experience the beautiful lifestyle and social scenes of YUE VIBE in Yuexiu Real Estate

©尔见摄影、PONE拍摄组、不二山人

项目位于最有商业价值的商场二层，空间功能规划需解决和应对商圈高峰时期和大型签约开放日，极限人流激增的挑战。空间的流动效率和节奏弹性之间的关系，是布局策略的重中之重。设计大尺度运用开阔空间，用多条三维弧线带出功能自由的发展，并梳理和统合隐蔽功能区和消防疏散通道。弧线的自由度突破僵化的构建，提供空间活力和高效串联签约智能服务和品牌生活体验的复合功能。

2 / 机械臂E-COCON

机械臂，「E-cocon」，角色代言之一，是PONE为越秀品牌创造的专属机械艺术品。位于接待前厅右侧，签约服务区的导口。由德国库卡KUKA品牌机械臂和竭力品牌魔镜自拍系统结合，作为一个新兴的交互形式，是这个空间永久性定格场景的传播装置。

The project is located on the second floor of the most commercially valuable shopping mall, and the spatial functional planning needs to address and respond to the challenges of peak business hours and large contract opening days, as well as the surge in extreme pedestrian flow. The relationship between the flow efficiency of space and the elasticity of rhythm is the top priority of layout strategy. Design a large-scale application of open space, using multiple three-dimensional arcs to bring out the development of functional freedom, and organize and integrate hidden functional areas and fire evacuation channels. The degree of freedom of the arc breaks through rigid construction, providing a composite function of spatial vitality and efficient serial signing intelligent services and brand life experience.

2/Robot arm E-COCON

The robotic arm, "E-cocon", is one of the character endorsements and is an exclusive mechanical artwork created by PONE for the Yuexiu brand. Located on the right side of the reception lobby, the entrance to the signing service area. The combination of KUKA brand robotic arm from Germany and the Magic Mirror selfie system from Endeavor brand, as an emerging form of interaction, is a communication device for this permanent fixed frame scene in this space.

©尔见摄影、PONE拍摄组、不二山人

通过编程的语言创造灵动的滑行轨迹，模拟人有生命的动作，使机械人化。机械艺术有了生命的感受，和人进行更有温度的情感链接。

Create flexible sliding trajectories through programming language, simulate human life movements, and humanize machinery. Mechanical art has a sense of life and connects with people with more warm emotions.

©尔见摄影、PONE拍摄组、不二山人

E-cocon设有运动表演模式和定点魔镜拍照模式。YUE品牌专属的动画定制，和出片场景自定义，为来访者带来独特的视野联结。机械臂力控牵引，自重1吨，魔镜60kg，总重量达1.2吨。拥有3处关节自由度和1处末端执行器，运行伸展跨度最长可达3.7米、活动直径为270度，完成精确到动作。

The E-cocon has a sports performance mode and a fixed point magic mirror photography mode. YUE brand's exclusive animation customization and production scene customization provide visitors with a unique visual connection. Mechanical arm force controlled traction, self weight of 1 ton, magic mirror of 60kg, total weight of 1.2 tons. It has 3 joint degrees of freedom and 1 end effector, with a maximum extension span of 3.7 meters and a movement diameter of 270 degrees, completing precise movements.

©尔见摄影、PONE拍摄组、不二山人

3 / 冷熔岩热钢Cold Karst / Hot Steel

从越秀品牌基因颜色及温度提炼。基于能量学的灵感，热能释放的启发。将熔岩的热力和机械金属冷感，碰撞和融合，错位置换成概念性新物质新属性，「冷熔岩」和「热钢」。

3/Cold Karst/Hot Steel

Extract from Yuexiu brand gene color and temperature. Inspired by energy science, inspired by the release of heat energy. Transforming the thermal and mechanical metal coldness of lava into conceptual new material properties, such as "cold lava" and "hot steel", through collision and fusion.

©尔见摄影、PONE拍摄组、不二山人

熔岩和钢的本体产生对象偏移，跳脱固有认知。能量在空间和时间里的循环，为来访者提供微妙不确定的情绪体验和立体式交换感应。品牌DNA变成一种视觉传达和识别手段。转化为能量索引的橙色灯光，接待前厅的光柱屏风，品牌导视系统，透明家具渐变色彩应用，和动态装置的能量输送，帮助来访者瞬间识别到进入越秀品牌DNA的能量语言。能量之链形成持续代谢和发生的空间效应。

4 / 热能跟踪Heat Trace
热能跟踪：PONE普利策探索数字编程生成艺术品的互动潜力，金属砖块、亚克力盒子，LED灯构成511个热岩元素BOX的12米互动艺术装置。采用TOF原理设计的PAVO激光雷达，通过对激光脉冲反射过程的精密时间测量，获得高精度的距离信息，搭载德国MADRIX软件。

The ontology of lava and steel creates object deviation, breaking away from inherent cognition. The circulation of energy in space and time provides visitors with subtle and uncertain emotional experiences and three-dimensional exchange sensing. Brand DNA has become a means of visual communication and recognition. The orange light converted into energy index, the light column screen in the reception lobby, the brand guidance system, transparent furniture gradient color application, and the energy delivery of dynamic devices help visitors instantly recognize the energy language entering the Yuexiu brand DNA. The chain of energy forms a spatial effect of continuous metabolism and occurrence.

4/Heat Trace

Thermal energy tracking: PONE Pulitzer explores the interactive potential of digital programming to generate artworks. Metal bricks, acrylic boxes, and LED lights form a 12 meter interactive art installation of 511 hot rock elements BOX. The PAVO LiDAR designed using the TOF principle obtains high-precision distance information through precise time measurement of the laser pulse reflection process, and is equipped with German MADRIX software.

©尔见摄影、PONE拍摄组、不二山人

5 / 签约服务Signing Service

从整体排列至每一个单元间隔，拥有一个适宜的尺度，既舒适又私密。舒服的座椅靠背镶嵌YUELIFE品牌Logo，并设有灵活的手提包坐墩。

5/Signing Service

From the overall arrangement to each unit interval, there is a suitable scale, which is both comfortable and private. The comfortable seat backrest is adorned with the YUELIFE brand logo and features a flexible tote cushion.

©尔见摄影、PONE拍摄组、不二山人

依靠幕墙右侧的签约休闲区，家具设计都是从单元至组合整体，自由多变，应对不同的高峰人流，灵活组合出针对性的功能布局。最多可容300个家庭同时段进行签约服务的极限设置，变身成「签约航母」。

Relying on the contracted leisure area on the right side of the curtain wall, the furniture design is designed from unit to combination as a whole, with freedom and variability, responding to different peak pedestrian flows and flexibly combining targeted functional layouts. The limit setting for signing services can accommodate up to 300 families at the same time, transforming it into a "signed aircraft carrier".

©尔见摄影、PONE拍摄组、不二山人

靠幕墙的洽谈区，根据需求需设置很多签约单元。传统签约单元的放置弊端，台脚和台底对空间产生很多阴影，将光线隔离，使空间显得繁杂和拥堵。设计策略将该区域所有的签约台变成透明的状态。

The negotiation area near the curtain wall requires many signing units to be set up according to demand. The drawbacks of placing traditional contracted units are that the foot and bottom of the platform create a lot of shadows on the space, isolating light and making the space appear complex and congested. Design a strategy to make all signing desks in the area transparent.

©尔见摄影、PONE拍摄组、不二山人

应用3cm亚克力厚板的透明属性，弧形抛物线，定制模块。形式自由度，质感通透度，光线的丰度折入空间，令其更加丰盈。材质的感染力在半透明的状态烙印出冷熔岩，让品牌基因得到鲜活的诠释。从品牌视觉识别，灵感能量注入，到功能设置的自由度灵活性，实现便捷高效+科技智能+人性化的服务体验升级目标。

6 / 黑胶剧场Film Drama

「黑胶剧场」：设计希望充分利用空间的广度，将开阔但又分散的空间，用「中心化聚焦」规划出黑胶剧场。剧场可以承载容纳100人的活动路演、艺术展览、新品发布等多种功能并置，创造更为弹性的聚集。同时兼顾签约中心的临时接待拓展功能。融合音乐、咖啡售卖、唐宁书店的新零售创意集合地，诠释社交消费力的营造。

Apply the transparent properties of 3cm acrylic thick plate, arc parabola, and customize the module. Freedom of form, transparency of texture, and abundance of light fold into space, making it more abundant. The infectious power of the material imprints cold lava in a semi transparent state, giving the brand's genes a vivid interpretation. From brand visual recognition, inspiration energy injection, to flexibility in functional settings, to achieve the goal of upgrading the service experience with convenience, efficiency, technological intelligence, and humanization.

6/Black Glue Theater Film Drama

Black glue theater ": The design aims to fully utilize the breadth of space and plan a black glue theater with a" centralized focus "on open but scattered spaces. The theater can accommodate various functions such as event roadshows, art exhibitions, and new product releases for up to 100 people, creating a more flexible gathering. At the same time, it also takes into account the temporary reception and expansion function of the signing center. A new retail creative gathering place that integrates music, coffee sales, and Downing Bookstore, interpreting the creation of social consumption power.

©尔见摄影、PONE拍摄组、不二山人

7 / 魔性梯田Magical Terrace

「魔性梯田」：主体观众席以梯田状延展，起伏错位的弧度，以一种魔性幽默的形式划分观众席及休闲区的水平梯度。

7/Magic Terrace

'Magic Terrace': The main audience area is extended in a terraced shape, with undulating and staggered curves, dividing the audience area and leisure area into horizontal gradients in a form of magic humor.

©尔见摄影、PONE拍摄组、不二山人

「导弹咖啡」：越秀地产在商场中庭引入「PAIX 咖啡」合作，展现品牌魅力的奇妙融合。将品牌升级的创造力转化为商业价值，为来访者创造全新体验。

Missile Coffee: Yuexiu Real Estate has introduced a partnership with "PAIX Coffee" in the shopping mall atrium, showcasing the wonderful fusion of brand charm. Translate the creativity of brand upgrading into commercial value, creating a new experience for visitors.

©尔见摄影、PONE拍摄组、不二山人

描述平行空间开启后，咖啡粒子与光在磁力生成器中分离、渗透、重组，置换出机械能量补给，碰撞出有温度的机械冷感。250KG双层透明筒，单钢丝导电系统触发能量灯光上下行液压运动。

8 / 时间运输器Energy Installation

时间运输器：可视的声音，感官的进展。空间呈现了在能量磁场内捕捉声音的动向和热能感应的灵感构想，展示越秀地产对城市美好生活的先锋诠释。

After the parallel space is opened, coffee particles and light separate, permeate, and recombine in a magnetic generator, replacing mechanical energy supply and colliding to create a mechanical cold sensation with temperature. 250KG double-layer transparent cylinder, single wire conductive system triggers energy light up and down hydraulic movement.

8/Time Transporter Energy Installation

Time transporter: Visual sound, sensory progression. The space presents the inspiration concept of capturing sound and thermal energy within the energy magnetic field, showcasing Yuexiu Real Estate's pioneering interpretation of a better urban life.

©尔见摄影、PONE拍摄组、不二山人

500KG机械结构设计，音频、视频、交互三轨协同执行元件采用信号滤波算法，数字编码传感器和伺服电机确保数字交互艺术的可靠性。通过艺术影像呈现越秀与城市发展的时间进程。灌制80S、90S、00S、10S、20S时代之音，旋转唱片触发时代的共鸣。

9 / 加热人U-COCON

代号：加热人 U-COCON，蒸汽赛博朋克风+重装机械元素＋Q萌造型。

500KG mechanical structure design, audio, video, and interactive three track collaborative execution components using signal filtering algorithms, digital encoding sensors, and servo motors ensure the reliability of digital interactive art. Present the temporal process of Yuexiu and urban development through artistic imagery. Produce the sound of the 80S, 90S, 00S, 10S, and 20S era, and rotate the record to trigger resonance in the era.

9/Heating human U-COCON

Code name: Heating Man U-COCON, Steam Cyberpunk style+Heavy mechanical elements+Q cute design.

©尔见摄影、PONE拍摄组、不二山人

最近在迷恋鱿鱼游戏，不知道他后续会做出什么魔性发明。灵感源于能量守恒。描述游离的能量被渗透后，加热机器人进入平行于现实的第三空间。重复阵列、不断扩展的艺术视觉，表达演化的无限迭代，为来访者带来独特感与代入感。头部设有数字屏幕，作为信息传达媒介的机械之眼。脏辫的头发是能量输送管道，内置标志性冷熔岩。

Recently, I have been obsessed with squid games and I don't know what magical inventions he will make in the future. Inspiration comes from the conservation of energy. After the free energy is penetrated, the heating robot enters a third space parallel to reality. The repetitive array and constantly expanding artistic vision express the infinite iteration of evolution, bringing visitors a sense of uniqueness and immersion. The head is equipped with a digital screen, which serves as a mechanical eye for information transmission. The hair with dirty braids is an energy delivery pipeline, embedded with iconic cold lava.

10 / 直播间YUE Online

10/Live room YUE Online

11 / 能量分离仓Energy Separation

「能量分离仓」无尽的悬浮粒子，呼吸渐进，从代码中诞生独特个性的无尽游行。不断连续的演变，传感，观众可以通过球面的窗口，用手触碰开关，声源提示开启互动，展开室内外360度幻变感官体验。

11/Energy Separation

The endless floating particles of the 'Energy Separation Chamber' breathe gradually, giving birth to an endless parade of unique personalities from the code. Continuously evolving and sensing, the audience can touch the switch with their hands through a spherical window, and the sound source prompts to activate interaction, enabling a 360 degree sensory experience of indoor and outdoor transformation.

12 / 潮牌集合新零售Yue Shop

潮牌集合地：开放而兼具多种功能，目的是创造一种对商业和服务的全新无缝式体验。消费内容从签约服务延展到了新商业人文等。不同的业态品类衍生的同时，也改变消费者抵达的目的，拓宽场景适应性。创新能量桶型液压泵动潮品展示台激活全新的VP视觉陈列。

12/Fashion Collection New Retail Yue Shop

Chaopai Gathering Place: Open and multifunctional, with the aim of creating a new seamless experience for business and services. The consumption content has extended from contracted services to new commercial humanities, etc. While different business types and categories are derived, they also change the purpose consumers reach and broaden their adaptability to scenarios. The innovative energy bucket hydraulic pump dynamic display platform activates a brand new VP visual display.

创新潮物展：TRANSPARENT SPEAKER 瑞典透明低音炮音响、BEARBRICK暴力熊空山基电镀联名款、BEATS SOLO WIRELESS 无线蓝牙运动耳机魔音B耳麦头戴式降噪、ME FT.WE X IBRANCO 谧意唱片机扩香石器。

Innovative Fashion Show: TRANSPARENT SPEAKER Swedish Transparent Subwoofer Sound, BEARBRICK Violent Xiongkong Mountain Base Electroplated Co branded, BEATS SOLO WIRELESS Wireless Bluetooth Sports Earphones Magic Sound B Earphone Headwear Noise Reduction, ME FT.WE X IBRANCO Mi Yi Record Player Enhancer Vanilla.

越秀地产品牌专属定制系列：YUE GAME游戏、YUE SOPE 透明能量手工皂、YUE ENERGY BOX 能量盒、YUE LIFE 心意盲盒、YUE LIFE 定制周边地球日历。

Yuexiu Real Estate Brand Exclusive Customization Series: YUE GAME Games, YUE SOPE Transparent Energy Handmade Soap, YUE ENERGY BOX Energy Box, YUE LIFE Mind Blind Box, YUE LIFE Customized Surrounding Earth Calendar.

设计焦点放在创造品牌服务与来访者的情感共鸣和价值认同上，打破地产连接边界，将越秀品牌的「服务属性」和「商业属性」完整融合和升级体验。

The design focus is on creating emotional resonance and value identification between brand services and visitors, breaking the boundaries of real estate connections, and integrating and upgrading the "service attributes" and "commercial attributes" of Yuexiu brand.

角色作为品牌内涵的展示，变成可感知的对象导入。帮助品牌升级捕捉商业地产运营新思路，探索一种高效的模式创新服务和升级产品。也为商圈运营新商业新零售提供创新灵感。尊重本原、多元、多样，扎根文脉凝练、融合与进化，设计关注挖掘人与空间的交互潜力，从本能需求到感知体验，进行系列研究实践，使功能、体验延伸出更丰满，又回归最本质的状态，在继承的基础上创新、拓展设计领域的边界。

As a display of brand connotation, characters become perceptible objects to be introduced. Help brand upgrade capture new ideas for commercial real estate operations, explore an efficient model for innovative services and upgraded products. It also provides innovative inspiration for the operation of new businesses and retail in the business district. Respecting the essence, diversity, and diversity, taking root in the context of condensation, integration, and evolution, design focuses on exploring the potential for interaction between humans and space, from instinctive needs to perceptual experiences, conducting a series of research and practice, extending functions and experiences to a more fulfilling and essential state, and innovating and expanding the boundaries of the design field on the basis of inheritance.

项目信息

空间名称：越秀地产YUELIFE生活体验馆
空间类型：商业空间、体验中心、销售中心
空间地址：广州市天河区天河北路237号ICC环贸天地
设计公司：PONE普利策
主创设计：何思玮、梁穗明
软装设计：PONE 软装部
CG动画&视觉艺术：PONE CG部
项目客户：越秀地产
开发团队：李恩、伍松、刘展力
建筑面积：3000平方米
空间主材：石材、木材、金属、玻璃、线性灯、乳胶漆
项目摄影：尔见摄影、PONE拍摄组、不二山人

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