2018DDS当代家居潮流观念展展览空间设计丨中国上海

2019/04/01 17:26:57

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DDS展览是家具行业内引导设计风潮的集群展，2018参展商有23家。每届展览空间都希望通过设计能够引发人们对整个行业的深度思考。同时展览空间设计还要考虑到每个参展商家视觉展示的公平性，以及整个展览主题形象与23家参展商不同个性形象之间的矛盾关系。主形象太强，就缺少了百花齐放的创意爆发氛围；单体的商家形象呈现过强就会造成整个展览视觉杂乱，缺乏主题性。

TOWOdesign created an exhibition space for 2018 Design Dream Show (DDS) in Shanghai. DDS is a cluster exhibition that leads the design trend in the furniture industry, with 23 exhibitors taking part in the event in 2018. Considering the common goal of general exhibition spaces, which is to provoke people’s deep thinking about the whole industry through designs, this project focused on fairness of visual display for each participating exhibitor, as well as the coordination between the overall thematic image of the exhibition and individuality of the 23 exhibitors. If the image of the whole exhibition was too strong, it would weaken the characteristics of exhibitors, while on the contrary, if the individuality of each exhibitor’s booth was too conspicuous, it would cause visual clutter and fail to convey the theme of the whole exhibition.

▲概念推导

由于家具是人生活中最常用的工具，其生产使用与整个自然环境的物质循环密切相连。所以展览就围绕家具本身，通过对家具进行各种变形组合，延伸出由家具构筑的人造自然——陡壁、迷林、山丘。警示人们关注家具产业链与整个环境之间的关系。

Furniture is the most commonly used tool in our daily life, and its production and utilization are connected closely with material circulation in natural environment. Accordingly, the exhibition space gave full play to furniture. The design team applied different combinations of furniture to create artificial natural formations such as “cliff”, “forest” and “hill”, hoping to urge people to pay attention to the relationship between furniture industry chain and the environment.

▲功能区块分析

三个区域形态也根据主题选用不同视觉形态与空间形态，为参观者提供了充满变化的观展体验。

Different visual spatial forms were created based on the theme for the three spaces, which provided audience with a variety of viewing experiences.

▲入口概念

入口区域要公平的向观众呈现不同的参展商的产品，同时又能够打造足够吸引眼球的视觉效果，能够在绚丽的展览会场中把观众吸引过来。所以TOWOdesign利用所有参展厂商会涉及到的家具，打造出一个弧形的家具墙——陡壁，墙面的家具都是收集的废弃家具，经过修复喷成白色。结合投影3Dmapping技术，让废旧家具墙转换成了炫酷的多媒体秀。承载投影机的中心立柱上也不停的呈现该展区的参展商LOGO。对参观者起到很好的预告作用。

The entrance area needed to fairly present different exhibitors’ products to the visitors, and at the same time created enough eye-catching visual effects to attract them. Considering this, TOWOdesign used exhibitors’ discarded furniture to build a curved furniture wall — “cliff”. The furniture was repaired and painted in white. Combined with 3Dmapping technology, the furniture wall was turned into a cool show. Logos of exhibitors were constantly presented on the center pillar that supported the projector, which foreshowed the overall information of exhibitors to the visitors.

▲入口-陡壁

▲入口-通道

第二个区域——迷林，为一个圆形的广场空间，整个区域解决的问题就是主题空间形象与展商个性形象之间的矛盾，TOWOdesign在广场边缘用各种家具框架，结合竖向木条构成一个半透明密林空间，人们透过密林缝隙可以探索性的发现后面的展示空间。通过一个过渡的灰空间解决了整个矛盾。

The second area was a round-shaped “forest”, with the mission of coordinating exhibitors’ individuality and the thematic image of the overall exhibition. On the edge of the square, a semi-translucent dense forest-like space was formed by all kinds of furniture frames combined with vertical splints, attracting visitors to explore the exhibition booths hidden behind the “forest”. Such transitional area connected the square and exhibition booths harmoniously.

▲森林区域概念

▲森林

▲林中小路

▲家居组成的树林

广场中心的主题雕塑选用了生产家具废弃的板材作为材料，通过设计作品本身向观众传递可持续的理念。

The theme sculpture in the center of the square was made of discarded furniture boards, conveying the sustainability concept to visitors.

▲椅丘功能分析

第三个区域为一个长方形的广场区域,需要一个场所能为四周的展位提供交流洽谈的空间，还能具举办整个展区的活动的场所。所以TOWOdesign运用最基本的凳子形态进行演变拓展，衍生出长凳、方凳、树池、屏风；并用他们在广场的中心构建了一个山丘，山丘的阶梯高度与形状很好的兼容了上面所需要的功能，同时还打造了一个家具构成的人造景观，为整个广场带来更多情感与乐趣。

The third space was a rectangle square, providing a space for facilitating communication between the surrounding exhibitors and visitors as well as holding activities for the whole show. The designers used the most basic stool form to create benches, square stools, tree pools and screens, and with which they built a “hill” in the center of the square. The step height and shape of the “hill” well satisfied the above-mentioned functions, and the “hill” itself at the same time created an artificial landscape consisting of furniture, which brought more fun for the square.

▲椅丘

▲椅丘与拱门

第三个广场区域也会面临多个商家个性的形象与整个展示空间氛围与格调之间的矛盾，所以在椅子山丘与展商之间TOWOdesign设置了深度为1.5米的拱门，一方面它与中间山丘形成了规则排列与自由构成的对比效果，更重要的是拱门的深度控制观众同时看到展商的个数。只有当观众站在每个展商拱门的正前方的时候，商家的空间形象才能完全的映入眼帘，而旁边更远的展位,被拱门遮挡掉大部分内容，更远的展位就只能看到整齐的拱门与外面伸出的品牌logo，这样就建立了个更有序的信息获取逻辑，也解决了共性与个性之间的矛盾。

In order to balance the exhibitors’ individualities and the atmosphere and style of the entire exhibition space, arches with a depth of 1.5 meter were built between the wooden hill and exhibition booths. On the one hand, the orderly arrangement of arches contrasted with the free formation of the hill in the center. On the other hand, the depth of the arches limited the number of booths that visitors could see at a glance. Only when visitors stood directly in front of an arch, could the whole space of the booth come into view completely. Besides, the arch blocked out most of the space of the adjacent booths, and for other farther booths, only neat arches with brand logos stretched out could be seen. In this way, an orderly logic of information acquisition was established and the balance between commonness and individuality was also achieved.