集度 ROBOVERSE 三里屯体验中心 | 数字共生体的未来汽车零售空间

Gensler大中华区零售商业专业负责人、上海工作室总监张景翔先生表示：“未来零售行业将主要聚焦体验营造和社交空间设计。而这其中的关键在于创造一个秉持‘数字为先’理念的多感官生态系统，让消费者能够切身感受到现实世界与数字世界之间源源不断的信息流。在Gensler，我们看到了基于环境心理学的设计趋势，这无疑将会改变未来的零售体验。”

“The future of retail is about delivering experiences and designing spaces for social connections,” said Richard Chang, Retail Practice Area Leader and Studio Director at Gensler Shanghai. “The key is creating space as a multi-sensory ecosystems with a digital first mindset, which allows consumers to experience a continuous flow of information between the physical and digital worlds. At Gensler, we are seeing a design trend for environmental psychology, which will undoubtedly transform retail experience in the next chapter”

位于三里屯太古里的集度ROBOVERSE三里屯体验中心已正式揭幕，作为聚焦智能汽车3.0时代的下一代品牌体验中心，其致力于实现非凡的现实愿景：焕发数字智能活力，将人、艺术与科技融为一体。集度ROBOVERSE三里屯体验中心由集度和Gensler合力打造，开启了将现实世界与数字世界完美融合的品牌塑造之旅。该中心是集产品体验、用户数字体验、品牌展示、汽车机器人主题艺术装置等多种服务和功能为一体的体验空间。

Jidu unveiled the ROBOVERSE Sanlitun Experience Center at Taikoo Li Sanlitun, a next generation brand experience center for the intelligent car 3.0 era that is focused on realizing an extraordinary vision of reality where digital intelligence comes alive to unite people, art, and technology. A collaborative work between Jidu and Gensler, the Jidu ROBOVERSE Sanlitun Experience Center is a hybrid physical-digital brand building experience. It is an experiential space that aggregates product experience, digital experience, brand display, a Robo-Car art space and other functions.

▼项目外观，exterior view of the project

在深度融合集度价值观的基础上，ROBOVERSE体验中心将品牌、汽车机器人与数字体验相结合，打造出了一个想象中的全新空间，该空间既是汽车机器人产品理念的延伸，也是连接现实世界与数字世界的“第四类空间。它彰显了集度品牌致力于打造全新人机交互体验的承诺。这个坐落在三里屯的集度体验中心具有颠覆性意义，其主要聚焦点发生了改变，旨在吸引人们进入集度ROBOVERSE的世界。超未来主义的室内设计、迷人的灯光氛围、由极小的金属立面构成的动画以及一台揭示其跃动灵魂的设备，无一不吸引着街道上来往的行人进入其中一探究竟。

Immersed in the values of Jidu, this space unites the brand, the Robo-Car, and the digital experience, creating an imagined new world that is an extension of the Robo-Car – reaching into the fourth space between the digital and physical world. It represents the brand’s commitment to explore the boundary of human-computer interaction. The experience center creates a disruptive presence in Sanlitun, changing the gravity of the urban center, inviting visitors into the ROBOVERSE of Jidu. From the street level, the view is captured by an ultra-futuristic interior, entrancing lights and animations framed by a minimal metallic facade, a machine revealing its pulsating soul.

▼店铺入口，entrance of the store

▼外立面夜景，night view of the facade

▼入口展示区，display area at the entrance

▼超未来主义的室内设计，ultra-futuristic interior

进入ROBOVERSE体验中心之后，参观者会收到提醒，设置属于自己的数字共生体（一个虚拟形象），它将借助虚拟技术陪同参观者游览整个体验中心。所设置的虚拟形象能够与整个空间内的许多数字化触点的互动。基于数字环境的汽车机器人将能够在现实世界和数字世界之间无缝转换。这一体验的奥秘之处在于侧面设计巧妙的隐藏细节和柜体，其中囊括了汽车机器人支持的多个定制选项，这是一种适用于极小空间的高科技解决方案。

Upon entry, the visitor is prompted to make their own Robo-Self, a virtual avatar that will accompany them on their virtual journey through the Experience Center’s vision of the ROBOVERSE . This Avatar interacts with the many digital touchpoints that follow throughout the space. Immersed in a digital environment, the Robo-Car is teleported it to worlds both real and digital. Flanking this experience are subtle concealed details and cabinets that reveal the many customization options possible with the Robo-Car, a high-tech solution for a minimal space.

▼迷人的灯光氛围，charming lighting atmosphere

▼金属楼梯，metal staircase

▼楼梯中庭，atrium of the staircase

沿着耀眼的金属楼梯来到二楼，首先映入眼帘的是机器人咖啡吧（RoboCafe）。在动态数字背景的衬托下，有一个能够冲调定制咖啡的机械臂，热烈欢迎参观者来到这个艺术空间，欣赏艺术家柳迪创作的综合媒介艺术装置布尔。在机器人咖啡吧后面是主要的橱窗展示区，这里陈列着一件以刘慈欣作品为灵感的艺术品。这块自动驾驶宣言石展现了集度和未来科技领域充满无限可能的未来。

Arriving on the second floor from a floating metal stair, the visitor discovers the RoboCafe. Dynamic digital content backdrops a robotic arm that creates customized coffees, a warm welcome to an art space that features the multimedia works of artist Liu Di. Behind the Robocafe, in the dominant window display of the second floor, is an artwork inspired by the works of Cixin Liu. This artwork entitled “Manifesto Stone of Autonomous Vehicles” is a pulsing futuristic expression of the possibilities of Jidu and the technologies of tomorrow.

▼机器人咖啡吧，RoboCafe

▼艺术空间，art space

▼艺术家柳迪创作的综合媒介艺术装置布尔，art space that features the multimedia works of artist Liu Di

▼衍生产品展示区，derivative product display area

机器人咖啡吧后方艺术展示区可通过对可移动式墙体进行变动和调整，转换成一个活动空间，满足品牌和店铺的特定需求。此外，大屏幕上还依次展示着多媒体房间为用户提供集度汽车机器人智能座舱的沉浸式全新体验，为每位来访的参观者带来一无二的空间体验。在以模块化数字设备为主导的体验区，参观者可以通过对外出售的配件探索集度倡导的生活方式，将ROBOVERSE引入到用户的日常生活当中。这些空间内的陈设是集度数字未来愿景的技术延伸。

Following the Robocafe is an art space that can transform into an event space through adaptable sliding walls, breathing and flexing with the needs of the brand and the store, including a multimedia room that provides a rich immersive driving experience of the Robo-Car. A modular digital fixture becomes an experiential zone where visitors can discover the Jidu lifestyle through purchasable accessories, introducing the ROBOVERSE into the user’s daily life. The furniture throughout these spaces act as technological extensions of Jidu’s vision for a digital future.

▼可移动式墙体，adaptable sliding walls

▼多媒体房间，the multimedia room

▼以模块化数字设备为主导的体验区，the experiential zone with modular digital fixture

在集度三里屯ROBOVERSE体验中心，汽车机器人的动态元素无处不在。数字元素、未来美学、可调整空间和交互式元宇宙无不反映集度品牌的精神和前瞻性思维。由创意领域内各类人才组成的专家团队携手Gensler，在北京乃至中国打造出了真正独一无二的体验，为释放零售空间可能性树立了新标准。

The dynamism of the Robo-Car is everywhere in this Jidu ROBOVERSE Sanlitun Experience Center. Digital reflections, futuristic aesthetics, adaptable spaces, and interactive metaverses represent the spirit and forward thinking of the Jidu brand. A wide and diverse team of experts across creative industries collaborated alongside Gensler to generate a truly one-of-a-kind experience in Beijing and China, setting a new benchmark for the possibilities of retail.

▼刘慈欣作品为灵感的艺术品，artwork inspired by the works of Cixin Liu

在集度ROBOVERSE三里屯体验中心启动会上，尤伦斯当代艺术中心（UCCA)、新锐艺术家郭锐文、柳迪跨界合作为体验空间创作了专属艺术展区，开启更多先锋生活方式的想象。用户还可以通过集度小程序，生成自己的数字共生体形象，通过多种交互手段感知亲密的人机关系，体验人机共情，获得数字宇宙联动实体空间的独特体验。汽车机器人宇宙的三里屯体验中心作为用户通往集度数字世界的入口，将在线上线下为用户带来创新体验，打造数字世界和现实融合的“第四类空间”。

At the launch of the Jidu ROBOVERSE Sanlitun Experience Center, an exclusive art exhibition area was created by the Ullens Center for Contemporary Art (UCCA), emerging artists Guo Ruiwen and Liu Di for the experience space, opening up more avant-garde lifestyle imagination. Users can also generate their own digital symbiote avatar through the collection applet, perceive the intimate human-machine relationship through a variety of interactive means, experience human-machine empathy, and obtain the unique experience of the digital universe linking the physical space. The Sanlitun Experience Center of the Automotive Robot Universe, as the entrance to the digital world of Jidu, will bring innovative experiences to users online and offline, creating a “fourth type of space” that integrates the digital world and reality.