d3126套产业园文本创意logon

1、logon上海生物制品改造项目竞赛阶段/概念设计Shanghai Institute of Biological Products Renovation Projectcompetition stage / concept design2015.09.17contents内容project overview项目概况01004上海生物制品改造项目竞赛阶段/概念设计project analysis项目分析02015Shanghai Institute of Biological Products Renovation Projectcompetition stage / concept desig

2、n2015.09.17market analysis and case studies市场分析和案例研究03020project positioning项目04025master plan concept概念05038design concept设计理念06058appendix附录07073deliverables内容location analysis项目概况上海生物制品改造项目015竞赛阶段/概念设计research overview of projects with related political support项目分析025Shanghai Institute of Biologi

3、cal Products Renovation Projectcompetition stage / concept design2015.09.17analysis of creative industry and creative parks situation020前期与战略target groups and how to attract概念设计037project positioning案例研究025functional zones案例研究045architecture design案例研究058landscape design案例研究038interior design案例研究072

4、sustainability案例研究06701project overview项目概况logonsecret fashion garden / strategy时尚花园/ 项目策略the secret garden strategyThe obvious challenge of the site is the location, which is slightly off the beaten track and hidden inside a city block. But as the the neighborhood is not the target group of the sit

5、e, the hidden location can be seen as an advantage. Instead of opening the site to the surroundings the design strategy is to maintain the secret character of the site and to create an exclusive destination that will become known as an inside tip. The secret setting of the site will strengthen the f

6、eeling of being an exclusive hot spot for the fashion scene.event modeShanghai has a shortage of suitable event spaces in the downtown area. The design of Secret Fashion Garden introduces an event mode and provides several event areas, from small to medium size to big event spaces , including reason

7、able backstage areas. The Secret Fashion Garden becomes hereby a suitable location for the Shanghai Fashion Week and will also become a new event destination for Shanghais booming event industry. All event spaces are connected to attractive outdoor plazas, another plus of the design.a feasible solut

8、ionThe design of Secret Fashion Garden is based on years of experience with the adaptive reuse of former industrial. The design approach takes the complicated design regulation into consideration and enables the client to achieve a fast and feasible approval process. Thisdesign approach guarantees t

9、he in such a project.um of possible square meters可行的解决方案时尚花园是基于具有多年经验对旧工业可适应的再利用。此设计方法考虑了复杂的设计规则，使业主能具有快速、可行的审批流程。在这个项目上，这种设计方法保证了最大限度地达到最多的花园策略这个场地最明显的活动模式在上海城区范围内，合适的活动场地方面是十分缺乏的。就是地理位置。它位置偏僻，隐藏在一个时尚城市街区的内部。然而由于这个场地的周边并没有对应的目标人群，所以隐匿的位置可以被视为一个优势。与传统的将场地向周边开放相比，取而代之的是保持场地的神秘性特征。以此营造一个独有的目的地，这将成为一个内

10、部的话题。场地的神秘属性的设置可以加强其在时尚领域高端热点的感觉。花园的设计提出了一种活动模式，也提供了一些活动场地，从小型面积，这是设计另一个组成部分。到中型，再到大型，包括合理的区域。时尚花园会成为上海时尚周的一个合适的地点，也是上海性活动行业的新的活动目的地。所有的活动空间都和一个充满吸引力的户外活动空间相，这是设计另一个组成部分。5logonsecret fashion garden / bird view时尚花园 / 鸟瞰logonsecret fashion garden / bird view时尚花园 / 鸟瞰logonsecret fashion garden / yanan

11、road entrance时尚花园 /路logonsecret fashion garden / fashion plaza时尚花园 / 时尚广场logonsecret fashion garden / event plaza时尚花园 / 活动广场logonsecret fashion garden / leisure garden时尚花园 / 休闲花园logonsecret fashion garden / event hall interior时尚花园 / 活动大厅室内logon13logonsecret fashion garden / master plan时尚花园/ 总图overal

12、l master plan总图总用地面积project area total GFAexisting GFA keep area demolished areanewbuilt GFA expanded addedA2 GFAbuilding footprint area building densityFARgreen area green ratiototal car parking lots car parking indoortemporary above ground41,017m247,692 m242478m237642m24836m210050m24620m25430m2572

13、1m219,069m246.5%1.165,300 m213%138 cars81 cars57 cars总现状面积面积保留面积拆除面积(不含A2)(不含A2)改扩建面积新建面积改建面积A2面积占地面积密度容积率绿化面积绿地率机动车停车数量室内室外1402project analysis项目概况logonsecret fashion garden / location时尚花园/ 地理位置1kmlocationThe Shanghai Institute of Biological Products Renovation Project is located in Changning distr

14、ict at Yanan Road 1262 close to the Former French Concession. The project location is off the beaten track, hidden inside a city block that is mainly frequented by residents from the nearby surroundings.位置上海生物制品改造项目位于长宁区路1262号，靠近原法租界。项目位置偏僻，隐藏在一个城市街区的内部，经常被周围的居民所光顾。16secret fashion garden / location

15、时尚花园/ 地理位置270msite entrancessite dimensionsblack and white plan场地场地黑白总图logon-17logonsecret fashion garden / location时尚花园/ 地理位置Site SurroundingsThe sites surroundings are very complex and diverse. There are some upper market developmnets right next to low end neighbourhoods. The whole surrundings are

16、 a bit rough. The people living in the surroundings are not the people we target with this project.场地周边情况场地周边情况比较复杂和多样化。有一些高端市场在低端住宅区周边发展。整体而言，周边环境有些糟糕。周边的居民也不是本项目的目标群众。18logonsecret fashion garden / location时尚花园/ 地理位置Site ImpressionThe site presents a hugevariety of different landscapeand architect

17、ure.Heritage buildings, like the former Columbia Country Club, stand in a strongcontrast to concrete industrial buildings and warehouses. The site offers green gardens and paved courtyards. This diversity is a strong site potential.基地印象基地呈现了多种不同类型的景观和物。文物，如前哥伦比亚乡对比。基地村，与混凝土工业厂房和仓库形成一个非常上有绿色花园和铺装庭院。这

18、种多样性使得基地具有巨大的潜力。1903market analysis and case studies项目概况logonsecret fashion garden / creative industry analysis时尚花园/ 创意园分析1933The former slaughterhouse has been restored with respect to the original building, the site is an architecture sensation and makes a strong impression. However, the site fail

19、s to attract offices and business, because the site does not offer many functional spaces.Red TownWith a huge open green space, strong industrial architecture and several galleries and museums, Red Town could be a cultural landmark, but the project fails to attract . The reason is probably the insuf

20、ficient commercial and leisure program: Red Town has only a few cafes, no restaurants and bars and no regular event space.Bridge 8:Bride 8 was the first developer driven creative park in Shanghai and performs strong until today. The project has two spin off projects in the city and attracted high le

21、vel tenants. Bridge 8 also has a small commercial program, including a caf, book shop and restaurant8号桥8号桥是上海比较早期的开发为1933老场坊1933老场坊 的前身是屠宰场，现带着对原红坊带有一个巨大的绿化开放空间和博物馆，红坊是可以作为一个创意园区的，时到今日也运营的尊敬恢复使用 ，得非常。此项目一共有前后两期，吸引了高品质的租户。它也这栋是非常令人震撼及印象深刻的。然而该未能提供许工业感以及一些画廊有一些小型的商业项目，如咖啡，书屋及餐饮。多功能空间，致使无法吸引一些办公和商业入驻。地

22、标的。但是依旧无法吸引到大量的人群可能在于商业和休闲项目：红坊只有少量的咖啡，没有餐饮业和酒吧，也没有临时的活动空间21logonsecret fashion garden / creative industry analysis时尚花园/ 创意园分析M50M50 is an creative park of the first hour, founded in 2000 by a collective of artists. The former textile factory is until today one of Shanghais best locations for art an

23、d culture. M50 has never been fully redesigned, the artists themselves decorated their studios and parts of the facade as the moved in. M50 is an outstanding example for the value of industrial heritage.LOFTThe Loft is one of Shanghais oldest creative parks, it has a focus on the fashion industry. B

24、ut the park has not been well maintained, tenants have been complaining about the condition of public facilities. The landscape design of the LOFT also sacrificed a lot of public space to car traffic, and wasted some of its potential. The small public program includes shops, restaurants, bars and a

25、super market.800 Show800 Show in Jingan district was finished in 2009, the creative park yields one of the highest rental fees for creative office space in Shanghai and was able to attract international brands. The iconic event hall with entrance plaza is one of the few stylish event spaces in the d

26、owntown of Shanghai and is in use all year long. 800 Show combines a leisure plaza with the event hall and a creative office park.M50M50是2000年由一群艺术家建立的，是成立比较早期的创意园LOFTLOFT是上海最早的创意园之一，专注于时尚行业。但是这个园区并没有获得很好的保养。租户们长期对公共设施有所抱怨。它的景观设计中的公共空间也大多被牺牲用作交通空间，浪费了本来具有的潜力。小型的公共功能包括一些商铺，餐厅、酒吧以及一个超市。800秀800秀位于静安区，完

27、成于2009年。800秀是上海创意办公空间中租区。从最开始的粗纺厂到如今已成为上海艺术最佳地之金最高的创意园之一，并且可以吸引到国际大牌。在广场处的一。M50从没有被重新改造设计过，在入驻时，艺术家们各己装饰自标志性活动大厅是上海城区仅有的几个时尚活动空间，并且可以全己的以及改造部分立面。M50在体现工业遗产价值方面，毋年使用。800秀将一个休闲广场和和活动大厅结公园区。了一个创意办庸置疑绝对是一个非常的实例。22logonsecret fashion garden / creative industry analysis时尚花园/ 创意园分析XintiandiXintiandi is pro

28、bably Chinas most successful adaptive reuse project with countless copies in other cities. The success of the project is a result of the excellent location, the quality of the public space, the quality of the architecture, the high investment and the unique atmosphere.Sinan MansionShanghais own copy

29、 of the Xintiandi scheme is working, because of the excellent location. The layout and the design however have many problems, undefined spaces, insufficient spaces, unclear entrances, etc. It remains to be seen if this project remains successful.WaitanThe redevelopment of the Bund is progressing in

30、recent years with high investment and high end commercial and cultural program. Shanghai is famous for the Bund and reintegrating this area into the urban network will certainly generate strong revenues.思南思南外滩外滩的重建是近年来高投资的高端商业和是唯一一个模式的案例。因为在于完美项目。上海外滩闻可能是在中国对于旧是在其他城市无法合理再利用最。的案例，而且的场址。总体布局和都存在很多的问题，

31、空间不明确,空间不名海内外，扩大了城市网络，自然而然匪浅。这种它的合理,不明确等。还有待观察这个项目是否是的。应归功于完美的位置，公共空间的高品质，以及高投资和独特的氛围。23logonsecret fashion garden /项目名称/ 文本章节/ 总结location potentialThe location of the site is a bit off: too far from public transportation and without any natural flow of people passing by the site. The site is still

32、within the inner ring and therefore has a downtown location, but the site can only function if it works as a destination.architectural potentialThe architecture of the site is diverse, from outstanding heritage buildings to low quality industrial warehouses. The architecture certainly has not the qu

33、ality of Xintiandi, but the diversity is something the design can work with.landscape potentialThe landscape is one of the outstanding qualities of the site, because it is versatile: There is a lush garden and many different spaces between the many buildings on the site. The design should tap into t

34、he potential of the open space and enhance the quality of the landscape.地理位置潜力该基地位置有些偏僻，距公共交通较远，也没有较大的人流量，尽管该基位于内环市中心，但是它只有作为一个目的地才能具有可行性。潜力该基地上的仓库。该 设计潜力。景观潜力景观是该基地的比较突出的优势，因为它的多样性：有郁郁葱葱的花园，建造物间存在各异的空间。设计应该好好挖掘及利用开放空间的潜力,增强景观的质量。是多元化的，从优秀的文物，到低质量的工业群肯定没有的高质量，但多样性是具有无限的2404project positioning项目概况log

35、onsecret fashion garden / positioning时尚花园/fashion designThe inspiration for theproject is fashiondesign. It is the unifying theme that tieseverything together: the landscape design, the architectural design, and the functional program. The projects goal is to become a landmark for the Shanghai Fashi

36、on Industry and a hotspot for the Shanghia Fashion Scene.时尚设计这个项目的灵感来源于时尚设计。这个统一的主题将所有的设计在一起，景观设计、设计、以及功能逻辑。项目的目标在于，将这里打造成为上海设计行业的地标，以及上海市场场景的热点。26logonsecret fashion garden / positioning时尚花园/shanghai fashion weekThe Shanghai Fashion Week is the most important event of the year for Shanghais fashion

37、 industry. The event takes place late in autumn, after the established global industry events in Milano, Paris and New York . The Shanghai Fashion Week is becoming more popular every year, attracting the who is who of the international fashion scene. To be able to host the Shanghai Fashion Week is a

38、 primary goal of the Secret Fashion Garden Design. Attracting this event would boost the popularity of the project and raise the value.上海时装周上海时装周是一年之中上海时尚行业领域内最重要的活动。该活动在每天深秋举行， 在米兰、巴黎和纽约的全球行业活动举行之后。上海时尚周变得逐年流行起来，吸引着来自世界各地的时尚领域的。能够举办上海时装周是时尚花园最重要的目标。能够吸引到这一活动将推动该项目的普及和提高价值。27logonsecret fashion gard

39、en / positioning时尚花园/fashion industry consultantsThe logon team worked with consultants on the Secret Fashion Garden project to ensure the program fits the requirements of the fashion industry and will function as an event area that can successfully host the Shanghai Fashion Week and other events al

40、l year long.时尚产业顾问罗昂团队连同位顾问一起进行时尚花园的工作，确保这个项目满足时尚产业需求的同时，能够作为一个活动区域， 上海时尚周等全年的各种活动。举办28logonsecret fashion garden / positioning时尚花园/A suitable event area for bigger events and fairs requires a total event area of about 5000 sqm.The actual event space should be about 2000 sqm.The additional area requ

41、ires functions like VIP lounge area, catering area, storage, back- stage area, etc.Shanghai is short of suitable event spacesEvent space needs a good infrastructure for lighting and ideally has natural light as well. Event space needs a very high ceiling.Other industries, like marketing, product pro

42、motion, exhibition, also struggle to find suit- able space in Shanghai.Designers and visitors are downtown people, they dont want to travel outside the city to visit events.Designers and visitors want a one stop solution, where they can go to an event, but also find spaces for food and drinks, as we

43、ll as an interesting surrounding.Yeli GuYeli Gu is thefounder of Ontimeshow, afashion fair that allows young talents and established local fashion professionals to exhibit their design and connect with an international clientele. She is a professional event organizer and helped the logon team to und

44、erstand the needs of young designers as well as the needs of the fashion industry.对于一个大型的活动和展会来说，适宜的展示面积大约在5000左右实际的展览面积大约为2000其他的面积为类似于以下的功能服务：VIP通道、餐饮、储藏、上海非常缺乏合适的活动场所活动场地要求优秀的照明设备，也同样需要理想的自然采光活动产地要求有较高的净高、等等顾叶丽顾叶丽是Ontimeshow的创始人，作为一个时尚博览会，它为年轻和当地的时尚专其他行业，类似于市场、推广、展览，也在上海努力寻找合适的场地业提供了展示自己的设计，以及和国际

45、设计师和参观者大多是当地人，他们不想去外地参加活动。设计师和参观者希望有一站式的服务，他们希望在参加展会的地点，可以有餐饮服 务， 以及有趣的周边环境客户交流的机会。顾叶丽是一个专业的活动组织者，可以帮助罗昂团队很好的理解年轻设计师以及时尚产业的需求。29logonsecret fashion garden / positioning时尚花园/There is only one creative park for fashion designers in Shanghai, the LOFT. But the place is pretty run down.Fashion designers

46、 want high ceilings, the studio itself doesnt need to be big. Lighting must be flexible, designers want to install it themselves.Fashion designers like raw but useable space, they dont want to spent much money on renovation.Fashion designers like a photo studio in the surroundings to rent by the hou

47、r.Fashion designers like a magency in the surroundings.A fashion design creative park should look interesting and should be an everyday inspira- tion.The quality of public space, especially the bathrooms, is very important.It is important to attract some big brands, because young designers will foll

48、ow them. Young fashion designers need mentorship to make it in the competitive fashion industry. Quality relaxing spaces are important: cafes, restaurants, bars and a clean landscape.Fashion designers like it if they can use the surroundings as a backdrop for photos.Tina FuTina Fu is a在上海，只有一个味时尚设计师

49、服务的创意园，那就是LOFT。但是这个地方是远远不够的。fashion designer from HongKong, based in Shanghai. She has a studio at时尚设计师需要足够的净高，而设计本身并不需要很大。the LOFT creative park on Jianguo road. She is an insider to the Shanghai fashion industry and helped the logon team to understand the requirements of this target group.灯光设计一定要灵

50、活，设计师们往往希望自己安装时尚设计师喜欢原的但是可用率高的空间，他们不想在翻新方面花太多的资金时尚设计师希望周围有有些可以以小时出租的摄影时尚设计师希望周围有模特机构一个时尚设计创意园应该看上去非常有趣，成为每天的灵感的来源公共空间的品质非常重要，尤其是卫生间吸引一些大品牌是非常重要的，年轻的设计师会追随他们年轻的时装设计师需要导师的指导，来帮助他们在时尚行业中竞争高品质的休憩空间是十分重要的：咖啡厅、餐厅、酒吧、干净的景观元素Tina FuTina Fu是来自的设计师，扎根于上海。她在建国路的LOFT创意园有属于自己的工作室。她了解上海时尚产业的情况，可以帮助罗昂团队更好的理解目标群众的需

51、求。时尚设计是希望可以利用周围的环境作为摄影的展示背景30logonsecret fashion garden / positioning时尚花园/bar酒吧boutique hotelphoto studio精品酒店摄影fashion +The positioning concept for Secret Fashion Garden is fashion plus: fashion design is the primary target group of the project plus the services andfunctionsneededbytheindustry:resta

52、urantstylistphoto studios, magencies, stylists,造型师cafes, networking space, restaurants, photo backdrops, event space, bars, exhibitionfashion design studios时尚设计space, workshops, and a hotel. This mix of functions creates a one stop destination that will be attractive to fashion designers.时尚+时尚花园的概念为

53、时尚+：时尚设magencyrestaurant计是这个项目的最初的目标群之一，其余的目标还包括相应的服务，以及行业所需的一模特机构餐厅些功能：摄影、模特公司、造型展示背师、咖啡、网络空间、餐厅、摄影event space景、活动空间、酒吧、展示空间、工作坊、以及酒店。由这些混合功能创造出的一站式中心，对于时尚设计师来说，是充满吸引力的.互动空间31logonsecret fashion garden / positioning时尚花园/creative industry focusThe fashion design industry is the primary target group

54、of the site and the office space, but this does not mean that the site excludesothercreativeindustries.Introducingother creative companies to the site, like architecture design, marketing, advertising, software design, publishing, etc., will actually increase the creative dynamic of the site and mak

55、es it also easier to rent office spaces faster without a decrease of income. The tenant strategy should however aim for creative industries that are beneficial to the fashion + concept: fashion magazines, fashion related software companies, creative architecture firms and innovative marketing companies will add value.创意产业聚焦时尚设计行业是项目和办公空间最初的目标群体，但是这并不意味着该项目不包括其他创意产业。将其他创意公司引入场地内，例如设计、市场、软件