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瀵硅瘽鏈潵鍩庡競锛氳璁¤瀺鍚堝浣曡惀閫

发布时间:2019-07-12 14:00人气:

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Banc of California Stadium 鈥擫os Angeles

鍦ㄤ笘鐣屽悇鍦帮紝涓轰簡杩庡悎鍙e懗瓒婃潵瓒娾€滃垇閽烩€濈殑娑堣垂鑰咃紝鐢熸椿鏃跺皻绫婚」鐩殑寮€鍙戜笌鍝佺墝寮€鍙戝湪瓒嬪悜铻嶅悎銆傝喘鐗╀笉鍐嶅彧鏄喘鐗╋紝浣忓涔熶笉鍐嶅彧鏄壘涓湴鏂圭潯瑙夛紝灏辫繛鐪嬪満浣撹偛姣旇禌閮借秴鍑轰簡浠ュ線鐨勬蹇点€傜敱Gensler璁捐鐨勫姞宸為摱琛屼綋鑲插満锛屼綔涓虹編鍥借亴涓氳冻鐞冨ぇ鑱旂洘鎵╁紶鐞冮槦娲涙潐鐭?/span>FC鐨勪富鍦猴紝璁╂瘮璧涙棩涓嶄粎鏄豢鑼靛満涓?/span>90鍒嗛挓鐨勬瘮鎷硷紝鏇存墦閫犱簡涓€澶勫晢涓氥€佸ū涔愬拰浣忓鐩殑鍦般€?/span>

Lifestyle development and brands are converging into singular hybrid projects around the world as they rethink how to engage with more savvy customers. Shopping is no longer a stand-alone event and overnighting at a hotel means more than just finding a place to sleep. Even attending a sporting event has broken the box of its myopic past. With the opening of the Gensler-designedBanc of California Stadium, home to the Los Angeles Football Club Major League Soccer team, game day is more than just what's happening on the field. It's a destination for retail, entertainment, and hospitality in a district that's alive well beyond the 90-minutes of the match.

涓轰粈涔堜細鍙戠敓铻嶅悎锛?/strong>涓轰粈涔堣瀺鍚堝彂鐢熷湪褰撲笅锛?/strong>

鎴戜滑韬涓€涓叏鏂扮殑鐞嗘€у寲鏃朵唬锛屽競鍦烘鍦ㄦ暣鍚堟祦绋嬩笌绯荤粺锛屼娇鍏舵洿鍚堢悊銆佺粺涓€銆佷簰鑱斻€侴ensler浣撻獙鎸囨暟鐮旂┒鐨勪富棰樻槸璁捐涓庝綋楠屼箣闂寸殑鐩镐簰褰卞搷銆傝鐮旂┒琛ㄦ槑锛屼簹椹€娿€佺埍褰艰繋銆佷紭姝ョ瓑鏁板瓧涓诲鍝佺墝鏈夌潃寮哄姴鐨勬秷璐硅€呭惛寮曞姏銆傚綋浠f秷璐硅€呭杩欎簺鍝佺墝鏈夌潃涓€濂楁埅鐒朵笉鍚岀殑棰勬湡浣撻獙锛岃€屼笖灏嗚繖浜涢鏈熸姇灏勫埌浜嗙幇瀹炰笘鐣屼腑銆備粬浠殑棰勬湡鏄細涓嶈璺濈锛屼笉鍒嗘椂闂达紝涓€鍒囬兘瑕佽Е鎵嬪彲鍙?/span>銆?/span>

WHY ALL THIS CONVERGENCE AND WHY NOW?

We're in the midst of a new era of rationalization, where markets are merging process and systems to make them more logical, consistent, and interconnected. According toGensler's Experience Index(EXI) research, which studies how design shapes human experience and vice versa, online interactions have shown us how easy and frictionless engagement can be with digital-first brands like Amazon, Airbnb, and Uber. Consumers now have a very different set of expectations around how they experience those brands, and they're projecting that onto the physical world. They expect easy access to anything, regardless of where they are or what time of the day or night it is.

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The collective - Seattle

褰撲唬娑堣垂鑰呬竴鏂归潰鏈夌鎶€鍜屾暟瀛楃殑鍔犳寔锛屽彟涓€鏂归潰鍙堢己灏戞椂闂达紝涓嶆柇琚墦鎵帮紝琚棤澶勪笉鍦ㄣ€佹潵鑷悇绉嶆笭閬撶殑鍐呭鎵€娣规病銆傝璁″笀銆佸紑鍙戝晢銆佸搧鐗屽晢閮藉湪铻嶅悎涓帰绱㈡湰鐪熴€佷簰鑱旂殑浣撻獙銆傚钩鍙板苟涓嶉噸瑕佲€斺€旀暟瀛楀钩鍙般€佸疄浣撶┖闂淬€?/span>AR銆?/span>VR閮藉彲浠ャ€?/span>

Today's consumers are tech-fueled, digitally empowered, time-starved, relentlessly distracted, and inundated by ubiquity of content through all forms of media. Designers, developers, and brands are all working to provide authentic and connected experiences among these converging forces. We know that the platform no longer matters鈥攊t could be digital, physical,AR, or VR.

閲嶈鐨勬槸锛屾垜浠灏嗕綋楠屽綋鎴愪簨浠剁殑鍚堥泦銆備綋楠屼笉鏄绔嬬殑鐬棿锛岃€屾槸涓€绯诲垪鐬棿鐨勪覆鑱斻€?/span>Gensler姝e湪閫氳繃绛栫暐鍜岀爺绌跺湪杩欑墖鏂板ぇ闄嗕笂杩涜鎺㈢储銆傛垜浠殑鏁板瓧浣撻獙璁捐棰嗗煙宸茬粡璧板湪鍒涢€犲叏鏂版矇娴稿紡浣撻獙鐨勫墠娌匡紝鑳藉涓轰笟涓绘彁渚涘墠鎵€鏈鐨勫崜瓒婁綋楠屻€?/span>

What does matter is that we treat experience as an aggregate of events. Experience is not a single moment, but rather a series of moments put together.

At Gensler, we're innovating in this new landscape through strategy and research. Through our Digital Experience Design practice, we're at the forefront of creating all-new kinds of immersive experiences that are far more sophisticated than anything our clients have seen.

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Westfield Century City - Los Angeles

缁煎悎浣撳彇浠e崟涓€鐢ㄩ€斿缓绛?/strong>

缁煎悎鎬ч」鐩殑闇€姹傞噺瓒婃潵瓒婂ぇ锛屼富瑕佸師鍥犳槸鍩庡競鍖栫殑鎸佺画鎺ㄨ繘銆備簹娲茬瓑鍦板尯鐨勪紶缁熷啘涓氭ā寮忔鍦ㄨ鏈烘鑷姩鍖栨墍鍙栦唬锛屼汉鎵嶇殑闇€姹備笉鏂闀匡紝鍩庡競鍦ㄤ笉鏂惛鏀舵眰鑱屽姵鍔ㄥ姏銆傛牴鎹笘鐣屽崼鐢熺粍缁囩殑鏁版嵁锛岀洰鍓嶅叏鐞冩湁54%鐨勪汉鍙e眳浣忓湪鍩庡競涓€?/span>鑱斿悎鍥介璁★紝涓栫晫鍩庡競鍖栫巼灏嗗湪鏈潵涓夊崄骞翠腑杈惧埌涓夊垎涔嬩簩銆?/span>

SINGLE-USE BUILDINGS AREOUT, AND CONVENIENT AND DIVERSE MIXED-USE DEVELOPMENTS ARE IN

Hybrid projects are more in demand than ever, largely due to the continued growth of cities. As traditional farming practices give way to automation in places like Asia and India, and the talent demand continues to grow, urban areas are absorbing populations looking for work. According to the World Health Organization, 54 percent of the world'spopulation now lives in an urban area, and the United Nations projects that two-thirds of all people will live in a city within the next 30 years.

寮€鍙戝晢鏁忔劅鐨勬礊瀵熷埌浜嗗煄甯傚寲瀵规湭鏉ュ紑鍙戠殑褰卞搷銆傞拡瀵规柊涓€浠g敤鎴风殑闇€姹傦紝浠栦滑姝e湪浠庡崟涓€鐢ㄩ€斿缓绛戣浆鍚戠患鍚堢敤閫斿紑鍙戯紝浠ユ鎻愰珮鐗╀笟浠峰€笺€傚吋鍏蜂綇瀹呫€佸晢涓氥€佸姙鍏€侀厭搴楀姛鑳界殑楂樺瘑搴﹀紑鍙戣兘澶熷鍔犻」鐩殑澶氭牱鎬э紝璧峰埌鍒嗘憡閲戣瀺椋庨櫓鐨勪綔鐢ㄣ€傜患鍚堜綋椤圭洰杩樿惀閫犱簡鍐呭湪鐨勭粡娴庣敓鎬佷綋绯汇€?/span>瀹為檯涓婏紝鍔炲叕銆佸眳浣忋€佷紤闂蹭簬涓€浣?span style=";padding: 0px;max-width: 100%;text-indent: 28px;text-align: justify;color: rgb(0, 0, 0);font-family: 绛夌嚎;box-sizing: border-box !important;word-wrap: break-word !important">椤圭洰鐨勫競鍦洪渶姹傝楂樹簬鍔熻兘鍗曚竴鐨勯」鐩€?/span>

Developers are keenly aware of these trends, and they are raising the value of their assets by moving away from single-use buildings to a hybrid model for a new generation of users. By creating dense blocks of real estate anchored by residential, retail, office, or hospitality, developers are balancing their financial risk across a diverse portfolio. Multi-use developments also offer built-in economic synergies. In fact, developments where people can work, live, and play in one concentrated place are generating higher market demand than those that don't.

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The collective - Seattle

鍟嗕笟鍦颁骇寮€鍙戝晢涔熷湪杞瀷锛屼粠浼犵粺鐨勪互鏈嶉グ涓轰腑蹇冪殑鐧捐揣鍟嗗満妯″紡杞悜绌洪棿銆佷笟鎬佹洿鍒嗘暎鐨勯潪鏈嶉グ闆跺敭搴椼€佸垱鎰忓姙鍏┖闂淬€佷紤闂插ū涔愮鎴枫€佹椿鍔ㄧ┖闂淬€佸揩闂簵绛夈€備笉涔呬箣鍓嶏紝鍟嗗満杩樻槸浠ョ櫨璐с€佺數褰遍櫌銆佸揩椁愬巺涓轰富鍔涘簵銆傜幇鍦紝閲戝窞鍕囧+鍜屾礇鏉夌煻FC杩欐牱鐨勫ぇ鐗岀悆闃熻绠椾竴绗旂粡娴庤处浜嗐€?/span>涓庡叾璁╀富鍦烘瘡骞寸┖闂插洓涓湀锛屼笉濡傛妸鍏ㄥ勾閮藉埄鐢ㄨ捣鏉ャ€?/span>鑰岃秺鏉ヨ秺鍠勪簬钀ラ€犱綋楠岀殑缁煎悎浣撳紑鍙戝晢涔熶箰浜庝笌澶х墝鐞冮槦寮哄己鑱斿悎銆?/span>

Retail-based developers, too, are migrating away from a focus on apparel stores clustered around department stores to more diverse networks of non-apparel retailers, creative office space, leisure and entertainment tenants, event and pop-up spaces. In the not-too-distant past, the main attractions have been department stores, movie theaters, and fast food. For sports franchises like the Golden State Warriors and Los Angeles Football Club, the economics add up. It makes more sense to leverage a sports stadium year-round rather than for just eight months out of the year. And mixed-use developers 鈥?who are increasingly becoming experience curators 鈥?are happy to have high-profile sports teams as anchors in their mixed-use projects.

鍝佺墝璁捐铻嶅悎绉戞妧锛屼负娑堣垂鑰呮墦閫犳暟鎹┍鍔ㄧ殑娌夋蹈寮忎綋楠?/strong>

鎴愬姛鐨勯浂鍞€侀厭搴椼€佸ū涔愬搧鐗屼篃鎹曟崏鍒颁簡褰撳墠鐨勮瀺鍚堥娼€傜鎶€璁╂垜浠兘澶熼殢鏃堕殢鍦板仛浠讳綍浜嬫儏銆傚伐浣滀笉鍐嶅彧鏄伐浣滐紝璐墿涓嶅啀鍙槸璐墿锛屽氨杩炵潯瑙変篃閮戒笉鍙槸鐫¤銆傛垜浠湪鍚屾椂鍋氳繖浜涗簨銆傝繖鏃㈡敼鍙樹簡娑堣垂鑰呬笌鍝佺墝鐨勪簰鍔ㄥ叧绯伙紝涔熷舰鎴愪簡闅忔椂闅忓湴銆佽Е鎵嬪彲鍙婄殑棰勬湡銆?/span>

BRANDS ARE BLENDING DESIGN AND TECHNOLOGY TO ENGAGE CUSTOMERS WITH IMMERSIVE EXPERIENCES DRIVEN BY DATA

Successful retail, hospitality, and entertainment brands also recognize the prevailing convergence winds. They know that technology allows us to do everything all the time. We're never just working, or just shopping, or even just sleeping. We're doing it all at once, and this has changed both how customers interact with their brand and how they now expect anytime access.

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Taobao choice store - Hangzhou

鎴戜滑鐩镐俊锛屽湪杩欎釜鎰堝彂铏氭嫙鐨勪笘鐣屼腑锛屽ソ鐨勮璁°€佸ソ鐨勫缓绛戙€佸ソ鐨勫満鎵€濉戦€犳槸鎻愪緵绋冲畾鐨勭墿鐞嗙┖闂寸殑涓€绉嶆墜娈?/span>銆?/span>鎴戜滑涓庢窐瀹濄€佸嚡杩媺鍏嬨€佽惃鍏嬫柉绗簲澶ч亾绛夊搧鐗岀殑鍚堜綔椤圭洰琛ㄦ槑锛岄€氳繃璁捐鎵嬫锛岄浂鍞搧鐗岀嚎涓嬪簵闈㈡鍦ㄥ皢閲嶇偣浠庝骇鍝佽浆鍚戞湁鍔╀簬椤惧濂戝悎涓庡繝璇氬害鐨勬椿鍔ㄣ€?/span>

We believe that great design, great architecture, and great placemaking are a means of providing physical presence and stability in an increasingly virtual world. Our work with Taobao, Cadillac, Saks Fifth Avenue,and others shows how retail brands are using design to shift the in-store emphasis away from products and toward activities that promote engagement and build loyalty.

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Comcast studio Xfinity - Washington

璁捐涓庣洰鐨勫鍚戠殑绌洪棿鎰堝彂閲嶈

鍦ㄨ繖涓瀺鍚堝ぇ琛屽叾閬撶殑鏃朵唬锛屾垚鍔熺殑璁捐鎰忓懗鐫€鍧氭寔瀵逛汉鐨勪綋楠岀殑涓撴敞銆傞噸鐐瑰湪浜庢劅瑙夆€斺€旇閫氳繃涓€绉嶈秴瓒婂焊甯哥敓娲荤殑鐗规畩鏂瑰紡涓庝汉浜х敓鍐呭湪鐨勫叡楦c€?/span>

DESIGN AND THE PURPOSE-DRIVEN SPACE MATTER NOW MORE THAN EVER

Successful design in this era of chaotic convergence means staying focused on the human experience. It's about the senses鈥攃reating that visceral moment when something inside you connects with a place in a special way that's beyond-ordinary-life.

鍦ㄨ繖涓鎶€鏃犲涓嶅湪鐨勪笘鐣屼腑锛屼粎浠呮弧瓒冲姛鑳芥槸涓嶅鐨勩€傚湪浼楀鐢熸椿鏂瑰紡鐨勫搧鐗屼腑锛屽彧鏈夋垚鍔熺殑钀ラ€犲畬缇庣殑浣撻獙锛屽惛寮曠敤鎴风殑鏃堕棿銆佹敞鎰忓姏浠ュ強娑堣垂鐨勫搧鐗屾墠鏈夊彲鑳藉湪绔炰簤涓儨鍑恒€?/span>

In a technology-saturated world, it's no longer enough to be functional. Across the spectrum of lifestyle brands, those who deliver great experiences will thrive in the competition for people's time, attention, and spending. Those who don'twill get lost in the shuffle.

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