Trade design is a direct expression of brand culture and philosophy. Here, we must first look at the type of business, and then look at the area and three-dimensional relationship of the facade to be built. Therefore, from the perspective of the current mainstream style, the facade method should first determine the style, and then try to use modern and concise line relationships for the main display, and then _ match fashionable materials, such as metal, acrylic, coated glass, etc., and then Consider the lighting requirements at night, whether they are multi-dimensional or unidirectional. Of course, at night, you must consider whether the surrounding environment has light pollution control.
The facade design is not only the image symbol of a commercial project, but also a living sign. A good facade design can leave a deep impression on consumers and make them remember it. This is conducive to the concentration of shopping mall popularity. So how should the exterior facade of a commercial project be done? The editor of Lingxian Design will explain it to you below:
1. The facade design of commercial projects must have certain characteristics, so that everyone can be familiar with and remember it. In architectural design techniques, more comprehensive consideration should be given to the application of modern comprehensive expression methods such as building facades, lighting, performances, advertising, displays, releases, and multimedia. Achieve diversification of exterior facade styles and diversification of facade combinations to create a unique experiential consumption space.
2. The key is that the facade design must comply with grade positioning, image positioning, and target customer positioning. From here on, the importance of positioning commercial real estate projects will be involved!
3. The building facade should be relatively simple and highly identifiable, which can highlight the texture of the material. Complex and colorful building facade styles are no longer the mainstream design style.
Is it necessary to have a high-cost facade to create a project building with a good commercial atmosphere?
As an important component that accounts for a considerable proportion of the construction cost, the facade of commercial buildings has always been One aspect of project investment that owners are extremely troubled by. As the first impression of a commercial project, the facade can capture people's instant visual impression and bring direct possibilities for commercial traffic, which can often produce twice the result with half the effort. For example, the commercial podium of Jing'an Kerry Center in Shanghai can be regarded as a textbook for high-quality exterior wall facades. It includes almost all kinds of high-end facade materials and exquisite construction methods. It can easily stand out even among the luxurious and modern buildings in the magical city. High-end international business image characteristics. In today's environment where the exterior facade is almost equivalent to the curtain wall, the so-called "flesh and skin" facade system costs the real money invested and hangs it on the exterior wall. In today's commercial upgrading trend in which projects compete for investment and operation capabilities in the later stage, high construction costs undoubtedly restrict the room for late-stage soft power expansion. This may be one of the important reasons why some beautiful commercial buildings are not available. Since commercial projects are investments, reasonable cost control is a matter of course. In the projects served by Bishan, the author often has to face the design requirements of "less expensive facades and good commercial effects" from the owners. Especially in the commercial projects of old renovation and upgrading and non-long-term rental property development projects facing the existing market, due to the project risk constraints caused by the project cycle time and the overall property scale, the cost will inevitably become the top priority of the owners. , and for such projects, cost control is even one of the core factors for the success of the project. As a designer, Bishan actively faces such challenges and explores reasonable and effective solutions based on typical projects and special studies, trying to resolve the seemingly inevitable "contradiction" between cost and commercial effect. Two years ago, the author wrote an article about commercial building facades, "What kind of commercial building facades can help real estate development?" ”, the article mainly divides the current successful commercial project building facades into seven methods: collage style, street scene style, domineering landmark style, exquisite style, landscape experience style, and special-shaped eye-catching style. It can be seen intuitively that domineering landmarks, exquisite styles, and eye-catching special shapes place high requirements on material quality, construction accuracy, non-standardized products, etc., which will inevitably lead to higher construction costs. Although the cost of the landscape experience seems to be relatively controllable, the operating costs caused by subsequent maintenance work cannot be underestimated. Collage style and street view style are relatively easy to achieve low cost, but it also depends on the design's ingenuity in grasping the method to reduce costs without sacrificing commercial effects.
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The activities inside the space can be displayed to the urban crowd outside the space
Is it necessary to build a high-cost facade to create a project building with a good commercial atmosphere? Is it possible for low-cost building facades to achieve good commercial projects? Is it possible to "cost less on facades and achieve good commercial results"? "The facade costs less and the commercial effect is good." To put it bluntly, it means spending a small amount of money to do big things. The key to breaking through the mediocrity of limited cost lies in ingenious design and planning. To give an inspiring example, in 2018, two British designers designed the antepaviliontheater, a floating music performance space on a river in east London. The project was creatively located on a 19th-century-style barge in a London canal. . Through an airship-shaped inflatable structure, a multifunctional space is formed for young people to communicate, listen to music, and relax. The upper part of the air structure is made of reinforced nylon used in hot-air balloons, and is chosen in a dazzling yellow color, which is particularly eye-catching against the contrast of the dark river surface and the old facades of the red brick buildings on both sides. The bottom is made of transparent plastic film, which can show the activities inside the space to the urban crowd outside the space, showing the attractiveness of the space. This floating yellow "Zeppelin" traveled through London's canal system for a week and stopped at various docks for citizens to board the ship. Within a week, the airship quickly became an Internet celebrity hotspot in London, and young people came to experience it. The event organizer successfully turned a space into an Internet celebrity hotspot with very limited costs, and its biggest contribution was the content planning and space design. We summarize the success of this case into the following three main elements: Fun. This mainly comes from the conceptual idea of ??planning and design. An interesting concept will often fully arouse the interest of the target group, bring stories and topics, make people find it fun and interesting, and even subvert the traditional definition of cognition
. Generally speaking, music performance spaces are located in architectural spaces on the ground in cities. However, the designer chose the antepaviliontheater on a barge, and this space can be flexibly expanded and retracted by inflating, which completely subverts the public's perception of music performance spaces. , which makes people curious about experience and exploration. Vision. Vision is the most intuitive way for people to understand space and architecture, including attributes such as color, lighting, shape, etc. Clever use of visual attributes in design often produces extremely cost-effective results, and the simplest and most effective way is color. antepaviliontheater chose a very eye-catching yellow color, which stands out against the dark background of the city and nature, making it highly recognizable and visually impactful. content. A high-quality commercial venue must carry extremely dynamic business activities, and this is exactly what the project strives to attract people to experience. Displaying business activities or exciting and interesting indoor spaces is undoubtedly the most vivid architectural facade of a commercial project. The antepaviliontheater chose a transparent plastic film as the construction material at the bottom to show the rich and interesting activities of internal users to external viewers and attract viewers to enter the experience. This is a classic application of this attribute. This is what is called in architecture the sectionalization of building facades. The vividness of the facade is shaped and expressed by the richness of the internal space. For example, mvrdv designed the Dutch Pavilion at the 2000 Hamburg Expo. The building is almost exclusively composed of floors supported by several layers of pillars. All facade elements are composed of internal experience functions. The building fully demonstrates its interest without advertising. It satisfies the viewer's curiosity and can be said to be zero customer acquisition cost brought about by the design. However, the prerequisite for using this attribute is that the content you are trying to display must be attractive, which puts forward higher requirements for content planning. You must have enough confidence in the displayed content activities, and at the same time cleverly choose the displayed content in the design. content and manner.
These three elements of AntepavilionTheater’s success are an effective way to solve the problem of low facade construction cost and good commercial effect raised earlier. Many successful commercial development projects have made full use of these three factors. Point attribute processing of building facades ultimately achieves the best commercial effect under limited cost
Most of these projects tend to appear in areas with less developed economies or areas that admire rustic style. Although the construction is influenced by economic Due to conditional constraints or local cultural influences, the cost of using it on building facades is quite limited, but relying on the creativity of planning and design has created a place vitality that is difficult to create in developed societies and fine workmanship, such as in Southeast Asia, South America, and the United States. Western States and other areas.
Mercado Del Rio was originally the product warehouse of the largest local candle factory in Medellin. Since a coal-carrying railway once passed diagonally beside the building, the building plan was shaped into a triangle by the railway
In 2010, the warehouse was spotted by commercial real estate developer armadas.a.s, and it took 6 years to prepare for project development. The developers studied and studied similar successful case projects around the world, including Chelsea Market in New York, Borough Market in London, etc. At the same time, we explored and cultivated business content brands, and finally laid out more than 50 unique catering stores within a 3,000-square-meter space, covering Colombia, Italy, Mexico, Peru, pizza, burgers, seafood, Japanese food, steak, Various regional catering categories such as bars and desserts, and the rich product thickness greatly increase the chance of customers experiencing it multiple times. The developer took advantage of the storytelling and topical relationship between the old railway and the building, and used the industrial feel of the space as a warehouse building to create the mercadodelrio with the train station as the space theme. The choice of this theme is very clever. Most foreign railway stations have many catering functions. Passengers will travel after dining, and some citizens will come for casual dining even if they are not traveling. This is equivalent to the existence of casual dining in railway stations in foreign cultures. The purpose of choosing this theme is that it can be easily recognized by the public as a central and interesting place, and it is closely related to the history of the place. It can create differentiated features in the creation of place atmosphere and operation and promotion. On the other hand, the architectural renovation process only took 9 months. Through extremely limited facade construction costs and simple and effective adjustments, a place space that can fully express business planning ideas was created. A perforated aluminum plate is used on the top of the building entrance to create a logo wall, reflecting the youthful and fashionable character of the project. The bottom is opened in a large area by setting up sliding doors, displaying the rich and popular indoor business activities to the city. Three brick arches are set up on the large gable surface, which expresses the theme elements of the train station very intuitively. The symbolic element of brick coupons is also an effective means to shape the atmosphere of a place and is most easily felt by the general public. The visual senses of consumers quickly bring it into the preset state of the project. The other parts of the gable surface were transformed using wet veneer bricks. This cheap material, which has been almost abandoned and eliminated in China, creates a vivid facade image without any violation by matching it with the commercial theme. There is no such thing as bad material, only wrong usage. Material deficiencies can be made up for through good and effective design. The interior space combines the theme of a station and an industrial feel, with all pipelines, equipment, and structural frames exposed. The ground is treated with rough cement self-leveling and exquisite tile paving, fully displaying the rough and delicate feeling of Latin America. The whole atmosphere has also been made relaxed and lively, which can be said to be a huge change. During the renovation, a steel structure mezzanine was added to the interior space to surround it, leaving a full-height space in the middle. The rugged handcrafted soft-decorated chandeliers at the top set off the atmosphere of the place. The center of the first floor and the surrounding space are equipped with stalls for dining. Dining can be done in front of the stalls, at the tables between dining units, or on the surrounding platform on the second floor. Instead of centrally setting up dining areas like many domestic food plazas, It enhances the dining experience and avoids the cheap feeling of concentrated dining similar to that of a canteen. A small gathering area is set up in front of the bar, and the bar is equipped with a TV screen to broadcast football matches, which is extremely important for Colombia, where football culture is prevalent.