策站 — 汇聚全球展厅展馆设计策展与分享

机车精神的表达 I 春风动力企业展厅

©Wang Minjie & CFMOTO

春风动力成立于1989年，自成立以来一直坚持自主创新，积极参与国际竞争，目前已经发展成为一家集产品研发、制造和销售于一体，国内外知名的专业高端动力运动装备国际化品牌。

2017年8月18日，春风动力股票成功在上海证券交易所挂牌上市。

Chunfeng Power was established in 1989. Since its establishment, it has insisted on independent innovation and actively participated in international competition. At present, it has developed into an international brand of professional high-end power sports equipment that integrates product research and development, manufacturing and sales, and is well-known at home and abroad.

On August 18, 2017, Chunfeng Power was successfully listed on the Shanghai Stock Exchange.

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项目信息

项目名称 | 春风动力研发大楼企业展厅及公共区域设计

项目位置 | 杭州市临平区绿洲路

项目面积 | 12580平方米

建成时间 | 2022年6月

春风动力

CFMOTO

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春风动力作为在国内外都拥有较高知名度的“国货之光”，先后获得972项专利、拥有自主知识产权的35种车型和12个系列发动机，他们需要一个有效的表达方式去传递企业背后的时代故事和产品。本项目位于春风动力全新落成的研发大楼，Cityinno团队结合丰富的品牌展示策略与空间设计能力，助力春风动力打造研发大楼企业党建展厅、大堂及企业展厅，以及二层研发中心。

Chunfeng Power, as a well-known "light of domestic products" at home and abroad, has successively obtained 972 patents, 35 types of models and 12 series of engines with independent intellectual property rights. They need an effective way of expression to convey the spirit behind the company Times stories and products. This project is located in the newly completed R&D building of Chunfeng Power. The Cityinno team combines rich brand display strategies and space design capabilities to help Chunfeng Power build the enterprise party building exhibition hall, lobby and enterprise exhibition hall of the R&D building, as well as the R&D center on the second floor.

©Wang Minjie & CFMOTO

#01

设计思路

凝炼主题，构建叙事场景

6 narrative scenes around the theme

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从接触春风动力项目开始，我们就在思考：面对一家在时代浪潮中既能坚守初心又敢勇往直前的企业，在如此宏大的叙事空间里该通过何种方式才能把春风动力的内涵与实力进行精准表达？在对摩托车行业及圈层文化进行研究后，凝练出“春风同行”作为核心设计理念：骑士拥有追逐自由的本能，开拓无止境，春风一路同行。

设计上，整体遵循展陈逻辑，从历史沉淀到多元产品展示场景，在宏大的工业基调之下，细节用材及风格一步步从历史感到未来现代感；

Ever since we came into contact with the Spring Breeze Power project, we have been thinking: facing a company that can stick to its original aspirations and move forward bravely in the tide of the times, in such a grand narrative space, how can the connotation and strength of Spring Breeze Power be carried forward? Accurate expression? After researching the motorcycle industry and circle culture, the core design concept of "spring breeze travels together" is condensed: knights have the instinct to pursue freedom, open up endlessly, and travel with spring breeze all the way.

In terms of design, the overall logic of exhibition and display is followed, from historical precipitation to multiple product display scenes, under the grand industrial tone, the details of materials and styles step by step from history to modernity in the future;

空间体验上，我们以“情绪变化”为牵引构建出6大叙事场景，结合主题实景、探索互动等方式逐层传递春风动力的历史、文化、产品、科研实力及发展方向。让不同类型的来访者——合作伙伴、专业玩家、业余爱好者均能在此收获满满，进一步加强春风动力的品牌印记。

In terms of space experience, we have built 6 narrative scenes guided by "emotional changes", combined with thematic real scenes, exploration and interaction, etc. to convey the history, culture, products, scientific research strength and development direction of Spring Breeze Power layer by layer. Let different types of visitors—partners, professional players, and amateurs all gain a lot here, and further strengthen the brand imprint of Spring Breeze Power.

#02

大堂

天圆地方，行者无疆

Walking no boundaries in the broader world

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接待大堂作为传递企业理念的第一空间，为整体设计语言定下基调，我们与客户进行了深度交流后，最终决定以“天圆地方”作为接待大堂的设计主概念：春风动力周而复始地坚持着专注、进取、快乐的企业精神，既能心无旁骛追逐理想又能勇于在行动上打破边界。「天圆地方」的哲学内涵在这里得到恰如其分的诠释。

The reception hall, as the first space to convey the corporate philosophy, sets the tone for the overall design language. After an in-depth exchange with the client, we finally decided to take "a round sky and a place" as the main design concept of the reception hall: Spring Breeze Power insists on Focused, enterprising, and happy enterprise spirit can not only pursue the ideal without distraction, but also have the courage to break the boundaries in action. The philosophical connotation of "round sky and earth" is properly interpreted here.

©Wang Minjie & CFMOTO

天地辽阔，行者无疆。开阔挑高的空间之下以地质还原、流线型软装、圆弧天花饰面等方式去设置车型展示区和会客区，突出机车文化主题。结合春风品牌定位，在空间主基调上通过质朴木纹与水泥饰面的大面材质结合灵动通透的玻璃质感凸显春风品牌的精致工业感风格。中庭区域采用圆环灯光装置，将室内外贯通结合，形成空间设计亮点，突破边界感，进一步加强天圆地方的哲学表达。

The world is vast, and the traveler has no boundaries. Under the open and high space, the model display area and reception area are set up by means of geological restoration, streamlined soft decoration, and arc ceiling decoration to highlight the theme of locomotive culture. Combined with the brand positioning of Chunfeng, on the main tone of the space, the exquisite industrial style of the Chunfeng brand is highlighted through the combination of large surface materials of rustic wood grain and cement veneer with smart and transparent glass texture. The atrium area adopts a ring lighting device, which connects indoor and outdoor, forms a highlight of space design, breaks through the sense of boundary, and further strengthens the philosophical expression of round sky and square place.

©Wang Minjie & CFMOTO

#03

循迹

发展轨迹荡气回肠

Development history dramatic and inspring

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春风动力作为百年来唯一把国产赛车带上曼岛TT舞台的品牌，先后推出近十台畅销欧美及风靡国内的经典车型，一直以进取的精神追逐机车市场。我们希望以一种更跳脱常规、更具动感的表达方式去回应春风动力的企业文化，打造倾斜坡度赛道，半悬挂式展示历史车型。

As the only brand that has brought domestic racing cars to the Isle of Man TT stage in the past century, Chunfeng Power has successively launched nearly ten classic models that are popular in Europe, America and domestically, and has been chasing the motorcycle market with an enterprising spirit. We hope to respond to the corporate culture of Chunfeng Power in a more unconventional and dynamic way of expression, create a sloped track, and display historical models in a semi-suspension.

©Wang Minjie & CFMOTO

#04

骑迹

场景变奏，沉浸展示

Variation of scenario and environmental simulation

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走出历史，回归当下，我们结合不同定位的现销车型，构建了六大实体场景和两大品牌专区进行展示。

街道场景：NK裸露车架运动系列产品展示

——夜幕降临华灯初上，享受城市街道间的速度与激情

Going out of history and returning to the present, we combined the current sales models with different positioning to build six physical scenes and two brand zones for display.

Street scene: NK bare frame sports series product display

——As night falls and the lights come on, enjoy the speed and passion of the city streets

©Wang Minjie & CFMOTO

摩旅场景：公路旅行和拉力产品展示

——穿越公路与泥泞，路上纵情享受机车的驰骋快意

Motorcycle travel scene: road trip and rally product display

——Cross the road and mud, enjoy the joy of the locomotive on the road

©Wang Minjie & CFMOTO

复古场景：展示摩登复古系列产品展示

——时尚个性有腔调，Enjoy the Moment

Retro scene: display modern retro series product display

——Stylish personality with accent, Enjoy the Moment

©Wang Minjie & CFMOTO

压弯场景：赛道系列产品展示

——仿似引擎声浪此起彼伏，沉浸体验赛场上的极速飞驰

Bending scene: track series product display

——Like the sound of the engine one after another, immerse yourself in the experience of speeding on the field

©Wang Minjie & CFMOTO

全地形场景：全地形系列产品展示

——丛林、山涧、沙漠全地形探险，属于勇敢者的游戏

All-terrain scene: All-terrain series product display

—— Jungle, mountain stream, desert all-terrain adventure, a game for the brave

©Wang Minjie & CFMOTO

国宾车场景：国宾车650G展示

——庄重的迎宾红地毯，巨型曲屏呈现大气隆重

State guest car scene: State guest car 650G display

——The solemn welcome red carpet, the giant curved screen presents a grand atmosphere

©Wang Minjie & CFMOTO

ZEEHO专区：电动品牌极核产品展示

——时尚个性新动能，开启Z时代

ZEEHO zone: electric brand polar core product display

——The new driving force of fashion and personality, opening the Z era

©Wang Minjie & CFMOTO

KTM专区：摩托豪车KTM&Husqvarna产品展示

——标志性狂野主题颜色衬托产品，彷如公路猛兽在咆哮

KTM Zone: Luxury Motorcycle KTM & Husqvarna Product Display

——The iconic wild theme color sets off the product, just like a road beast roaring

©Wang Minjie & CFMOTO

#05

创行

前沿技术，创新出行

Innovation technology transform mobility

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凭着对自主研发技术的坚持和不断进取的创新DNA，春风动力在技术上拥有发动机动力平台、轻量化运用、全系统测试评场景和智能网联四大领域的优势。我们采用“科学实验室”的概念和品牌色共同构建创新展厅的空间语言，再次回应春风动力在研发技术上的“专注”精神。

Relying on its persistence in independent research and development of technology and its innovative DNA, Chunfeng Power has technical advantages in four major areas: engine power platform, lightweight application, system-wide test and evaluation scenarios, and intelligent network connection. We adopt the concept of "Science Laboratory" and brand color to jointly construct the space language of the innovative exhibition hall, and once again respond to Chunfeng Power's "focus" spirit in R&D technology.

©Wang Minjie & CFMOTO

#06

智行

科技未来，智造时代

Intelligent future open up smart manufacturing era

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人类从未停止过对出行方式的探索，“智行”分为未来厅和智造厅，我们采用具有未来机械感的设计元素和巨型柔性屏幕展示春风动力对未来出行的构想和智能数字工厂体系的呈现。

Human beings have never stopped exploring the way of travel. "Smart Mobility" is divided into the future hall and the smart manufacturing hall. We use design elements with a sense of future machinery and giant flexible screens to display Spring Breeze Power's concept of future travel and the concept of intelligent digital factory system. presented.

#07

乐行

机车文化，融入生活

Bringing motor culture to life

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我们以新零售思维结合企业展厅特性进行考虑，希望能为春风动力打造既潮酷又具品质感的“乐行”空间——整体空间风格延续了大堂的通透灵动，并融合了休闲、洽谈、不同品类的衍生产品展陈及消费等丰富的体验，让来访者感受到机车文化的乐享生活，传递春风动力experience more together的品牌价值。

We consider new retail thinking combined with the characteristics of corporate showrooms, and hope to create a cool and high-quality "Le Xing" space for Chunfeng Power - the overall space style continues the transparency and flexibility of the lobby, and integrates leisure and negotiation , Different categories of derivative products display and consumption and other rich experience, let visitors feel the joy of life of locomotive culture, and convey the brand value of Chunfeng Power experience more together.

#08

项目结语

抓住品牌精神进行有效传达

Brand spirit full of every section

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春风动力experience more together的精神贯穿整个机车文化馆，我们以“情绪”为牵引展示春风动力全面而立体的企业形象，有历史轨迹带来的激昂、产品优势激起的澎湃、自主研发沉淀的踏实、探索未来点燃的激情……设计团队牢牢抓住品牌的核心价值和表达诉求，打破单一的展示方式，通过立体展示、实景还原、数字化等多元手法构建出探索感十足的文化交流空间——使得来访者有充足的参与感，而非企业的单向输出，两者之间达成双向交流的平衡。

The spirit of Chunfeng Power experience more together runs through the entire locomotive cultural center. We use "emotions" as the traction to show the comprehensive and three-dimensional corporate image of Chunfeng Power, with the excitement brought by the historical track, the surge aroused by product advantages, and the solidity of independent research and development. Exploring the passion ignited in the future... The design team firmly grasped the brand's core value and expression appeal, broke the single display method, and built a cultural exchange space with a full sense of exploration through multiple methods such as three-dimensional display, real scene restoration, and digitization—making Visitors have a sufficient sense of participation, rather than a one-way output of the enterprise, and a balance of two-way communication is reached between the two.