海尔智能家居体验中心 2·0丨中国北京丨Spacemen & JAXDA

2020年零售业面临的最大挑战之一就是应对新冠肺炎的疫情和随之而来的挑战。作为世界最大的家电产品品牌之一，海尔通过其“生态品牌战略”成为物联网时代的全球领导者，同时也在不断适应时代和消费者需求的变化。由于访客对实体零售店的回避，我们的客户海尔以此为契机，开始尝试渠道直播和最新的物联网零售方式。

One of the biggest challenges for the retail industry in 2020 was keeping up with the pace of growth and the mounting challenges from Covid-19. Haier as one of the largest home electronics appliances in the world and global leader in the era of the Internet of Things through its Eco-brand strategy, had to adapt with the change of times and consumer habits. With customers shunning physical retail stores, our client took the opportunity to experiment with their live streaming channels and latest IoT enabled retail offerings.

海尔智能家居体验中心2.0是一个社交聚集空间、物联网零售平台和加深客户对品牌认知的直播现场。通过创造一种独特的“从线上到线下、再回到线上”的体验，激发新的购物和推广新产品的方式，将线上消费者带入实体店中，让他们亲临最喜爱主播的直播现场，或亲身体验高科技、无忧的智能解决方案，让访客成为物联网社区和网络的一部分。

Haier Smart Home Experience Centre 2.0 is a social gathering space, IoT retail platform and livestreaming venue to learn and explore. The aim was to create a unique O-2-O-2-O experience that provokes new ways of shopping and sharing new products, bringing their online consumers offline to their physical store to experience their favourite online personalities doing live broadcasting or engaging with their high-tech and hassle-free smart solutions first hand. Allowing visitors to be part of its IoT community and network.

Spacemen同Jaxda将十间荒废店铺的空间整合，选择白色再生石作为外立面的整体材质，与店面上方的公寓形成色彩和风格的对立。这也是为了与现有环境形成鲜明对比，为被遗忘的街头门店带来新的生机。这家北京旗舰店内流动和现代的设计语言和材料选择，诠释了海尔在具有前瞻性的智能家居科技行业中，作为领导者和先锋的品牌地位。

Taking over a row of 10 dilapidated shop-lots, Spacemen and Jaxda introduced a monolithic facade of white recon stone to juxtaposes against the rugged apartment complex above. This was to create stark contrast to the existing context to breathe new life into the nearly abandoned street level shops. Envisioned as their flagship in Beijing the fluid and modern design language and materials encapsulates Haier’s identity as a leader and pioneer in the forward-thinking smart home technology industry.

作为访客交流聚会的综合性场所，这个多功能活动空间配有15米长的三屏剧场，可在品牌介绍、数据分享和工作坊期间为客人提供身临其境的剧院式体验。一面北京天际线单色主题墙横跨整个休息区，也是海尔周会的拍照背景墙。

As a hybrid gathering space where visitors come together to innovate ideas, the multifunctional event space is equipped with a 15m long tri-screened theatre that allows for an immersive cinematic experience during brand introductions, data sharing, and workshops. A monotonous feature wall of the Beijing City skyline spanning the length of the lounge area was designed as photo op wall for their weekly Haier conferences as well.

随着直播成为购物体验不可或缺的一部分，体验中心里的多个房间和指定零售区域都被设计为直播空间，从休闲采访室到厨房和客厅等家庭场景设置。访客得以亲身观看他们喜爱的主播在直播相机前测试产品、与线上用户即时聊天以及提供实时产品反馈。

With live streaming being an integral part of the shopping experience, various rooms and designated retail areas were designed for live broadcast ranging from a casual lounge styled interview room, to home scenario settings like the kitchen and living room, situated throughout the experience centre. Visitors get a chance to watch their favourite host in action testing products on camera while users interact through live chats to get real time feedback on the products.

这些零售概念让访客有机会完全沉浸于海尔不断更新变革的物联网世界中。它目前包括了针对食品、洗衣、空气系统、集成的家庭安全系统和家庭影院系统的智能解决方案。通过遍布整个站点的交互式屏幕，鼓励访客和产品之间的互动。

The retail concepts provides a chance for visitors to fully immerse themselves into the ever evolving and innovating IoT world of Haier. It currently houses smart solution-focused programs for food, laundry, air systems, integrated home security systems, and home theatre systems. Engagement between visitor and products are encouraged via interactive screens dotted throughout.

为了让整体空间更开阔，我们拆除了原本商店的很多墙壁，并有策略地移除了一些楼面地板，以引入一个新的楼梯。该楼梯通向上层的零售层，分层的座位区从山边树下的水池景观中汲取设计灵感，是聚会和休闲讨论的社交空间。

To open up the floor plan of the shop lots, we demolished walls and strategically removed certain floor plates to introduce a new staircase that leads to the upper retail floors with a tiered seating area that mimics the landscape of watering hole by a mountainside underneath a tree. It acts as a social space for gatherings and casual discussions.

项目信息——

项目名称：海尔智家北京2.0

建筑事务所：Spacemen & JAXDA

主创建筑师：Edward Tan & Kelvin Ni

设计团队：Hoiyee Lim, Raymond Tang, Simon Liu

项目详细地址：北京 北四环东路干杨树甲16号院

项目完成年份：2020

建筑面积（平方米）：1800sqm

工程建筑材料：人造石，穿孔铝板，拉丝金属板

室内材料：白色水磨石（地），烤漆铝板（墙），石膏板（天花）

摄影师： 闵晨轩

Project Information——

Project name：Haier Smart Home Experience Centre 2.0

Architect’ Firm：Spacemen and JAXDA

Lead Architects：Edward Tan & Kelvin Ni

Team：Hoiyee Lim, Raymond Tang, Simon Liu

Project location：No.16 Ganyangshujia Park, 4th Ring Road, Beijing, PRC.

Completion Year：2020

Gross Built Area (square meters)：1800sqm

Construction Materials：

Façade finishes construction materials：Recon stone, Perforated aluminum panels, brushed metal panels

Interior finishes construction materials：White terrazzo (flooring), Powder coated aluminum panels (wall), Gypsum board (ceiling),

Photo credits：Chen Xuan, Min