青岛世茂52+ “集社”理念社区商业中心

公司：	DYML大奕明亮	类型：	建筑
地区：	中国	标签：	商业空间

项目概况

52+项目位于青岛高新区世茂公园美地，距离青岛流亭机场10公里。基地紧邻湿地公园，被四周高密度住宅环绕，总建设用地面积为15,400平方米，总建筑面积64,382平方米。设计师从宏观的角度来研究社区商业的未来成长规划以及与四周商业地块的联系，提出一个“城镇中心”的愿景，以“Mercado（集社）”理念，作为青岛世茂52+的设计蓝图，打造24/7全天候，服务于各个年龄段，满足不同客群需求，一个与家庭生活相互补，重叠，延伸的场所。

Project Overview

The 52+community retail center is located in the Shimao Gong Yuan Mei Di development in the high-tech district of Qingdao, approximately 10km from the Liu Ting International Airport. The site has an area of 15,400sm with a 64,382sm building area. It sits in close proximity to a vast natural wetland park and in the midst of a high density housing development. From a macro perspective, we initially suggested a ‘Town Center’ concept which allow our retail center to grow and connect to the surrounding retail parcels, gradually forming a center for the whole development in the future. Based on a traditional idea of a Mercado, a place of merchants and social gatherings, we derived at the blueprints for our design of the 52+, which is an extension of the living and social space which caters to the different needs of the community of all age groups 24 hours a day, 7 days a week.

▼日景鸟瞰 Day Aerial

设计理念

集社，即集市+社区。社区也称之为社群，是由一定数量的，因为共享共同价值观的人而聚集在一起的社会单位，具有共同地域关系而分享资源和价值并且共同产生团体凝聚力的特点。社群是比家庭大的社会单位，所以社群生活其实也是家庭生活的延伸，由此强调社区生活是我们设计的核心之一。

Design Concept

A place of market and social exchange forms community, with a group of people living in the same neighborhood having a particular characteristic in common, and a feeling of fellowship with others. The core of our design is to create spaces that emphasize and heighten a sense of community.

▼城镇中心规划 Town Center Planning

▼概念草图 Concept Sketch

随着我国商业模式的多元化，集市其实在城市中已经少见，人们购物时一般选择去目的性消费强烈的购物中心，这使得目的性消费与放松惬意的生活消费之间产生了一定隔阂。然而随着未来经济发展的目标由快速增长变为提高品质，使商品在各个环节都得到相应升级以提高应对未来市场的品牌竞争力。一些新建商业也在努力打造集市的氛围，客群在一个玲琅满目，选择众多，业态丰富，百花齐放的热闹氛围中，逐渐将消费习惯从“去几楼哪个店做什么”的目的性消费变为“去那儿逛逛”的休闲生活消费，很好的模糊了生活与消费之间的过渡，使生活无处不在。总的来说，我们探索“集市”+“社区”可能成为商业发展的趋势，打造一种新的商业态度，一种新的生活方式。

However, these markets are fading quickly along with the rapid growth of the urban area which brings multitude of changes to the housing and retail industries, particularly in China. Trendy malls quickly replace traditional farmers’ market as the new shopping destination. While the quality of the merchandise and space of the malls have increase significantly, they are also deprived of localized social space and activities, and clearly lacking of the sense of community. Therefore, our goal for 52+ is to reestablish and reinforce the community attitudes in retail space which blur the lines between market and social identities.

▼夜景鸟瞰 Night Aerial View

作为世茂集团服务于青岛新兴城区的商业空间，青岛世茂52+被赋予了一个名为 “Mercado（集社）”的商业理念之后，从城市新区的进程、区域活动空间营造的设计角度出发，更加注重社区居民与零售运营同步的互动空间，创造不同的节点和体验，鼓励不同年龄段的社区居民将其用作生活空间的延续。

With this basic idea of community in mind, we started laying out the plans and mapping the paths with potential nodes and spaces which encourage social interactions and experience.

▼夜景 Night Views

体量分析

1、项目地上建筑面积约37000平方米，67%覆盖率，限高24米。

2、在低度空间中，采用小尺度的盒子序列以组织流线，丰富空间体验。

3、建筑的边界需要与城市对话，沿街体量的进退可以创造出更多的宜人尺度空间。

4、大体量高度覆盖，形成城市远景效果与印象。悬挑的部分，创造出更多的虚空间。

5、西南转角部分圆滑处理形成视觉延展性。圆滑主置入天窗与灯塔，创造屋顶花园与室内空间的串联。

6、天窗遮阳系统结合品牌标志“+”号

Massing Analysis

1. The GFA above ground is 37,000sqm with 67% site coverage and 24m height restriction.

2. Instead of a massive introverted box, the design strategy creates a series of smaller boxes at the lower level for better permeability and pedestrian scale.

3. The boxes are staggered to soften the boundary and create niches for an intimate dialogue with the neighborhood streets.

4. The big box tops off the smaller boxes for a holistic appearance viewed from afar. The box cantilevers and provides shades for the space below.

5. Soften the SW corner for visual fluidity. Skylight carves into the volume for ample daylights, while a lighthouse engages the atrium connecting the indoor space to the roof garden.

6. + sign inspired louvers are added at the outer layer of the skylight to reflect heat off the surface and allow indirect daylights into the space.

▼建筑形体生成逻辑 Massing Analysis

立面设计

表皮设计灵感来自品牌中具有标志的“+”号，我们以预制好的正负编织的白色金属模数为组件，现场安装组成强烈的的表皮语言，在建筑的高位处以一个完整的界面营造了雕塑感十足的体量，为项目增加了个性和标志感。在晚上结合灯光的变化，整体效果在白天和晚上呈现不同的氛围。

Facade Design

For a bold statement, we draped the top volume of the building with a continuous and interweaving + symbol inspired by the retail brand itself. The three dimensional aluminum panels add another layer of texture and scale to the building, creating two very strong and different impressions at day and night.

▼立面细节 Facade Detail

建筑造型

世茂52+其整体造型以简洁、个性、实用为主。设计手法在低度空间利用了叠加的小尺度盒子，打破了单一体量的沉闷和生硬，立面采用浅暖灰、橙色与银灰色的金属板组织成不同尺度的叠加盒子，从而达到宜人有温度的尺寸。设计师希望建筑体量与周边环境尺度融洽、可接近性，实现“家”的延伸空间的初衷。

Architecture Language

Architecturally, 52+ design is simple yet robust in character. A composition of boxes in tangerine and champagne breaks the mass into intimate human scale, and blends with the greeneries to bring warmth to the urban surroundings. We hope to achieve a unique yet welcoming and approachable building.

▼西南角人视 SW Corner View

▼西立面夜景 West Elevation Night View

在设计前期，我们通过实地调研，与业主的策划团队协作，进行基地四周客群渗透分析，确立该地块的功能特征，以此依据推敲出主要交通流线、展面价值等基础的逻辑，进而合理规划地块布局。世茂52+是一个新的尝试，在如何区分城市级商业、活化社区商业的命题下，我们摒弃复杂的流线与建筑造型，回归效率和尺度感，创造一个融入区域的“集社“盒子建筑。

During the design process, we have studied and analyzed the site, and worked closely with the developer to establish the priorities and values. 52+ is turning a new page in community retail center. We abandoned the cumbersome attributes and focus only on the essentials such as space, scale and efficiency in order to achieve a retail center that fits for a community.

▼西立面日景 West Elevation Day View

▼南立面局部 South Elevation Views

空间布局

在平面规划阶段，52+室内采用通透直接的动线，设置5个入口与周边景观、小区紧密连接。

Spatial Organization

In terms of layout, 52+ adopts a clear and simple T-circulation which connects 5 entryways to the surrounding landscaped plazas and residential gateways.

▼总平面图 Master Plan

整体内部空间开敞，室内大台阶打破了传统步行购物的体验，提供了更多顾客休息驻足的可能。符合了社区商业“小而美”“全方位”的定位。

The interior space is open and well lit with skylights. Decorative stairways are introduced to provide intermediate platforms for events and hang outs while strolling between floors.

▼室内休息台阶 Interior Terrace

世茂52+，其策划定位为社区商业，旨在为周边高密度住宅区提供日常社交、聚集的社交场所。作为周边高密度住宅区域第一个开发的社区项目，开业后带动了街区的活力，满足周边城市居民的日常需求，成为周边社区的活力中心。

52+ is positioned as both a community center and a retail center for the entire development, providing daily social, shopping and entertainment needs to its surrounding high dense population.

▼主入口 Main Entrance

可持续设计

根据青岛当地的气候特征，建筑内部单一的主中庭可以通过控制出入口设置常开门，与主中庭灯塔形成对流，为提供适宜的流通空气。在天窗，我们设置了遮阳百叶，对室内温度进行控制，对项目运营起到节能环保积极作用。

Sustainability Design

We uses passive solar energy design strategy to cool and ventilate the building during the hot and humid season particular to the region.

▼节能设计 Passive Solar Energy Design

展望更未来的愿景，世茂52+作为青岛高新区城镇中心的首个项目，其建设与落成为轴线交叉点处的城镇未来中心奠定了基础。青岛公园美地区域中心有两条主干道交汇，世茂52+其设计特色鲜明，可与邻近的城镇广场，休闲聚落和零售步行街形成对话。

52+ will anchor one corner of the main axis of the development and establish retail dialogues with adjacent town plaza and retail village which are to be developed in the later stage. As the initial development of the overall retail master plan, 52+ will set the tone for the future Town Center.

▼夜景鸟瞰 Night Aerial Views