杭州万科玉鸟集商业包装设计丨中国杭州丨更新设计

良渚文化，体系化逻辑下的精神图腾

The Liangzhu Culture:

A Spiritual Totem in a Systematic Logic.

无疑，良渚文化村已成为一个巨量的品牌 IP。背靠五千年的文明，良渚文旅商版图就如一个完整的系统，每一个片段的加入，从点集结成面，从面深化为更细致的“脉络”联通，由外向内丰盈着这个个体的立体形象。

前有建筑大师安藤忠雄的大屋顶，柳亦春的大谷仓文化地标，如今玉鸟集艺术文化商业街区这一轻度假模式的趋于完成，以更具象的生活触点，盘活了这个理想地与人最亲密链接。

更新设计与万科玉鸟集商业体的结缘，便始于这样的系统化框架下。如果说玉鸟集是万科良渚文化村蓝图的最后一章，那更新设计负责运笔书写最细致的脉络，将建筑，空间，景观，动线等的一系列视觉表达与人文体验，落下了最后的句点。

Undoubtedly, the Liangzhu Cultural Village has become a massive brand IP. Backed by 5,000 years of civilization, the Liangzhu cultural and tourism business map is like a complete system. Each fragment added, from points to surfaces, from surfaces to more detailed "connections," enriches the three-dimensional image of this individual from the outside to the inside.

With the presence of architectural master Tadao Ando’s large roof, Liu Yichun’s large granary cultural landmark, and now the completion of the Yuni Art and Culture Commercial District, a light vacation model, the ideal connection between this place and people has been revitalized with more tangible life touchpoints.

The collaboration between the updated design and the Vanke Yuni Art and Culture Commercial Complex began with such a systematic framework. If the Yuni Art and Culture Commercial Complex is the final chapter of the Vanke Liangzhu Cultural Village blueprint, then the updated design is responsible for writing the most detailed connections, transforming a series of visual expressions and human experiences such as architecture, space, landscape, and movement into the final punctuation mark.

△项目视频

与鸟共舞，文化与美学共情

Dancing with Birds,

Cultivating Culture and Aesthetics Together.

良渚文化以“玉鸟”为信仰，设计便提取文化之魂，衍生“与鸟共舞”的主题，鸟之形，鸟之羽，鸟之行，鸟之境，一一入题，转译为现代设计的表达语言，去遥溯，唤醒，与千年良渚文脉根系再续。

“玉鸟”为引，于明线上，是视觉指引，一场街区动线行走上的体验。于暗线处，是品牌强化，以符号，文本与美学，对“玉鸟集”这一 IP 系统化的个性识别与文脉链接。

The Liangzhu Culture, with "Jade Bird" as its belief, extracts the soul of culture in its design and derives the theme of "dancing with birds." The form, feathers, behavior, and environment of birds are all translated into the language of modern design, tracing back, awakening, and continuing the roots of the Liangzhu culture for thousands of years.

"Jade Bird" serves as a visual guide on the main axis, providing an experiential journey along the street. In the hidden areas, it strengthens the brand by using symbols, texts, and aesthetics to identify and connect with the IP system of "Yuni Art and Culture Commercial Complex."

ONE.

Jade Bird: Pictogram, Tracing the Context

01.

玉鸟·象形，溯文脉

设计之旅是一场文化溯源之行，关乎视觉表达，更意在在地性的文化底蕴与品牌价值关联。“玉鸟”为形，伏笔在全局的图谱上。

The design journey is a cultural exploration, involving visual expression and the connection between local cultural heritage and brand value. "Jade Bird" is the form, foreshadowed in the overall map.

△鸟瞰丨 Aerial view

玉鸟于飞，熠耀其羽。主视觉以“玉鸟”化形，俯瞰而视，脉络晴明，线条轻盈，完成整个玉鸟集商业体的主动脉连接。灵感由此而起，以形幻形，以形表意，溯源开篇。

The jade bird soars and shines with its feathers. The main visual representation transforms into a jade bird, viewed from above, with clear lines and a light touch, completing the main artery connection of the entire Jade Bird Commercial Complex. Inspiration arises from this, transforming form into meaning, tracing back to the beginning.

TWO. Jade Bird: Nesting Intention, Wild Charm

02. 玉鸟·栖意，伴野趣

自然与美学，是溯源良渚文脉的现代转译脉络，共同导向文艺属性的精神体验。恰如“玉鸟”恋旧林的栖息意向，以更具野趣风的闲情体验，契合玉鸟集商业体“烟火与文艺、城市与远方”的价值态度输出。

Nature and aesthetics are the modern interpretation of the Liangzhu culture, leading to a spiritual experience with artistic attributes. Just like the nesting intention of the jade bird in the old forest, it aligns with the values of "fireworks and art, city and distance" of the Jade Bird Commercial Complex.

△精神堡垒丨Spiritual fortress

走近园区，便是象征“玉鸟集”品牌的精神堡垒。玉鸟集的标识隐于自然，却一眼可辨。

相融相契的处理方式，野趣十足，入园之初便立定了人在其中体验的基调。设计构建原生自然的场域，隐喻久居樊笼里，复得返自然的诗与远方。

Approaching the park is a symbol of the "Jade Bird Collection" brand’s spiritual fortress. The logo of the Jade Bird Collection is hidden in nature but easily recognizable. The harmonious treatment is full of wild charm, setting the tone for the experience within the park. The design constructs a natural field, metaphorically representing the return to nature and poetry.

△精神堡垒丨Spiritual fortress

最擅长室外生存的耐候钢板，在防水防腐的天份上拔得头筹，这一材质的敲定是设计对“玉鸟集”最长情的告白，耐得住无尽的岁月，与它所处的良渚文化共生共长，生生不息。

The weather-resistant steel plate, which is best suited for outdoor survival, takes the lead in terms of waterproofing and anti-corrosion. The choice of this material is a declaration of love from the design to the Jade Bird Collection, enduring endless years and coexisting and growing with the Liangzhu culture.

△精神堡垒丨 Spiritual fortress

自然野趣的伴生，与材质的选取，在西广场的精神堡垒一脉相承。在更开放的场域下，“玉鸟集”的标识走向轻盈之姿，中英文立体字的表达形态，横向排布于自然间，碰撞出另一面美学景致。

The companionship of natural charm and material selection continues in the western square.

The logo of the Jade Bird Collection takes on a lighter appearance in a more open field.

The expression of the Chinese and English three-dimensional characters, arranged horizontally in nature, creates another aesthetic landscape.

△一级标识丨Primary signage

一级标识的轻盈体态表达，导向的是情感价值体验。设计以鸟之栖居生态，提取，形变，营造场域氛围，异形折页标识与绿植丛的二元对照，呼应，遥看如通体白羽落于茂茂草色。纯净澄澈的文艺范儿美学风，寻源自整个街区的调性，亦是循序渐进的再次强化，以视觉的通感去加深对品牌自然与文艺的情感体验。

The light and agile expression of the primary logo leads to an emotional value experience. The design extracts, transforms, and creates a field atmosphere based on the ecological habitat of birds, juxtaposing the unique folded logo with clusters of green plants, echoing each other. The pure and clear artistic aesthetic originates from the entire block and is a gradual reinforcement, deepening the emotional experience of the brand’s nature and art through visual perception.

△一级标识丨Primary signage

以美学与赋能双向的平衡，去衍生视觉表达上的个性鲜明，亦潜移默化植入品牌价值主张，合力推动商业价值的烙印，是这一识别系统创想的逻辑。全局导视地图功能，品牌森林的商业个体展示之外，“my outing day”的宣传语多次刷屏，与品牌名共力，叠述商业价值主张。

The balance of aesthetics and empowerment derives distinctive visual expressions and subtly integrates brand values, jointly promoting the imprint of commercial value.

The overall guidance map function, beyond the display of individual commercial entities in the brand forest, is repeatedly highlighted by the slogan "my outing day," which echoes the brand name and reinforces the brand’s value proposition.

△一级标识丨Primary signage

三折立体的导视美学形态下，文化与色彩导视机能，触发表达的暗藏玄机，不管是品牌页的“镜头聚焦”内容表达，还是品牌森林，都植入了未来可更换的变量。品牌森林的排布在此统领目录便埋下线索，分别以粉、蓝、绿三色对应，为后续对应空间的展开预设伏笔。

Under the three-fold guidance aesthetic form, the cultural and color guidance functions trigger hidden mysteries in expression, whether it is the "focus of the lens" content expression on the brand page or the brand forest, which incorporates variables that can be replaced in the future. The layout of the brand forest lays clues in this directory, corresponding to pink, blue, and green bases, setting the stage for the subsequent development of corresponding spaces.

△一级标识丨Primary signage

玉鸟意向，穿插暗示，在一级标识的背面凝练为更简洁的抽象，仅以线条勾勒，简笔绘形，做轻盈的翱翔意境，便完成了对玉鸟线索和自然野趣的再次示意。统一美学调性的反复释放，成为品牌个性化识别的多个记忆点和打卡传播点。

The intention of the jade bird is interspersed and implied, condensed into a more concise abstraction on the back of the primary logo, outlined only by lines and simple sketches, creating a light and soaring artistic conception, once again indicating the clues of the jade bird and natural charm. The repeated release of a unified aesthetic tone becomes multiple memory points and communication points for brand personalization.

THREE. Jade Bird: Feather Transformation, Light and Meaningful

03. 玉鸟·羽化，轻达意

更轻盈的体感表达，源于“与鸟共舞”的灵感原点，更深刻的心理烙印，蕴生自商业街区的品牌目标。以玉鸟羽化之形，担纲言外有意的无穷联想，达成轻与重的二元平衡。

The lighter sensory expression originates from the inspiration of "dancing with birds" and the deeper psychological imprint derived from the brand’s goals in the commercial district. Taking the form of the jade bird’s feather transformation, it carries infinite associations with hidden meanings, achieving a balance between lightness and weight.

△

立牌丨Standing signs

当下与整体的关联，是设计在整个动线和立意上的持续逻辑。在立牌标识处，持续以形唤意的手法，玉鸟的抽象提取，向着更具轻盈化象征的羽翼落笔，洁白轻盈，细微勾勒，分叉指向。

The connection between the present and the whole is the continuous logic in the entire movement and intention of the design. At the signboard, the abstraction of the jade bird continues to evolve, with a more lightweight symbol of feathers, pure and light, delicately outlined with forks pointing in different directions.

△

立牌丨Standing signs

基于人的行为和思考模式，设计给予了极其细致的立牌描摹，当下位置，全局导图，前后关系，对应的 icon 内容介绍……一“羽”可知全情。

Based on human behavior and thinking patterns, the design provides extremely detailed signboard depictions, including current location, overall map, relationships, and corresponding icon content introductions. One "feather" reveals the whole story.

△

立牌丨Standing signs

立牌与自然，依然保持了极其亲密的共生关系，场域多组融合，意境各自相契，羽起于鸟，白与绿的色彩勾勒，取自自然的点拨，一牌可观设计主张。

Signage and nature still maintain an extremely intimate symbiotic relationship, with multiple groups of integrated spaces and their own artistic conception. The design concept of the signage is derived from nature, with the colors of green and white depicting the feathers of birds.

Jade Bird · Flight Path, Fun Identification

玉鸟·飞迹，趣识别

玉鸟集的故事持续书写，以符号演变，以文本连接，以颜色呼应。

衍生自玉鸟集的故事线，“鸟”在这一片段化身为更完整化的形象符号，去指引向前的行动暗示，导向不同的区域。

The story of the Jade Bird collection continues to be written, evolving through symbols, connecting through texts, and echoing through colors.

Derived from the story of the Jade Bird collection, the "bird" in this segment is transformed into a more complete symbol, guiding forward action and leading to different areas.

△墙面丨Wall surfaces

玉鸟化形，落于具象空间，简洁意趣，灵动场域。当设计到达空间的维度，玉鸟的意向落笔为现实中更形象的漫画鸟视觉画面，与导视指引一面负责功能，一面凝练为美学地标，让观者产生亲切有趣的观感，成为行走动线上自带传播度的打卡点。

The transformation of the Jade Bird takes place in a concrete space, with simplicity and agility. When the design reaches the dimension of space, the intention of the Jade Bird is to create a more vivid visual image of a cartoon bird in reality. It serves as a functional guide and a condensed aesthetic landmark, creating a familiar and interesting visual experience for viewers and becoming a checkpoint with inherent spreadability along the walking route.

△墙面丨Wall surfaces

色彩的逻辑里不止视觉层面，更兼具了动线上的全局贯穿与前后呼应。彩色涂装的简约表述，是美学与商业考量后的结果，A，B 和 C 区的鸟形标识，分别对应了粉色，蓝色和绿色基底，与前情提要唱和，一路呼应。

The logic of color goes beyond the visual aspect and also encompasses the overall continuity and correlation in the movement. The simple expression of colored coatings is the result of aesthetic and commercial considerations. The bird-shaped signs in Zones A, B, and C correspond to pink, blue, and green bases, echoing the previous summary, all the way through.

△墙面丨Wall surfaces

视觉识别，显性区分，都藏在这些小意趣的吸引里，人在其中的行走识别一目了然……

图形，色彩，文本与 icon 的共力作为指引，给予到来者美学，自然，细节，人文关怀等多维度的传达，亦以综合的拼图，去完整传达品牌形象在到来者心中的烙刻。

Visual identification, explicit distinction, are hidden in these small and interesting attractions, and the recognition of people walking in it is clear at a glance... The combination of graphics, colors, texts, and icons serves as guidance, conveys aesthetics, nature, details, and human care to visitors in multiple dimensions. It is also a comprehensive puzzle to convey the brand image in the minds of visitors.

△墙面丨Wall surfaces

体系化导视标识设计，在于一体化的品牌整一性，与整个 IP 自然融入，加持其印象。

墙面涂装的玉鸟，延续于电梯厅及卫生间到达的导视指引，更新设计为玉鸟集量身创意的 icon 系统，保证了设计在大范围行走动线上能够持续的整一性。

The systematic signage design aims to integrate the brand’s integrity and naturally blend into the entire IP, enhancing its impression. The Jade Bird painted on the walls continues to guide visitors in the elevator hall and restroom, and the updated design incorporates the icon system tailored for the Jade Bird collection, ensuring the continuity of the design along a large-scale walking route.

FIVE. Jade Bird · Fragment Details

05. 玉鸟·碎片细部

玉鸟集的每一个片段，哪怕是一个微小的与人产生关系的触点，都是在对外讲述这个商业街区和 IP 的故事，更新设计基于这一表述逻辑，风格统一，清晰导向，亦在不同细部各生意趣。

△吊招丨Hanging signs

建筑，空间，及所有视觉，与环境的融合，是玉鸟集备受推崇的野趣风灵魂所在。

行至空间密集区域，吊招与自然达成了交相辉映的你中有我，我中有你，在色彩与形态上持续书写关于这一片自然，这一方玉鸟文化的独特调性。

作为玉鸟集街区餐饮空间的超级符号，话题食集以遥遥在望的巨大比例，昭示了这一商业体的分量。

The integration of architecture, space, and all visual elements with the environment is the soul of the Jade Bird collection’s admired wild and artistic charm. In densely populated areas, the hanging signs and nature complement each other, writing about the unique tone of this natural area and the Jade Bird culture in terms of color and form. As a super symbol of the dining space in the Jade Bird collection block, the topic food court signifies the weight of this commercial complex with its huge scale.

△停车场丨 Parking lot

停车场未作过多技巧式表达，简约，却醒目，克制，亦有壁画式的品牌输出。在便捷，易识别体验的背后，是四两拨千斤的创意赋能商业逻辑。

The parking lot is not expressed in a complicated manner, but it is simple yet eye-catching, restrained yet with mural-like brand output. Behind the convenient and easy-to-recognize experience lies the creative empowerment of commercial logic.

△杯托丨 Cup holder

△地面台阶丨 Ground steps

△提示牌丨 Information signs

△草木牌丨 Plant signs

△宠物便箱丨Pet manure bin

如果说“与鸟共舞”的玉鸟文化，是贯穿的视觉外化，那么人文化关怀，便是其中的精神主旨。或以功能，或预提示，或助兴场域营造，更趣味化和温馨化的文本与符号，去传达玉鸟集这一街区现代美学与尽享惬意的精神自由。

If the Jade Bird culture of "dancing with birds" is the visual externalization, then human care is its spiritual essence. Whether it is functional, pre-indication, or creating a lively atmosphere, more interesting and warm texts and symbols are used to convey the modern aesthetics and the spirit of freedom and enjoyment in the Jade Bird collection block.

△氛围类标语丨 Atmosphere slogans

芳草离离，玉鸟解语，不经意偶遇的诗句，恰如其分的注脚，是更新设计藉由良渚文化的千年风华，送给每一位到来者的场域絮语。玉鸟集的文艺腔调里，诗与远方的理想就在当下。

The fragrant grass and the Jade Bird’s language, the unintentional encounter of poetry, is like a fitting footnote, as the updated design presents the millennium charm of the Liangzhu culture to every visitor in the form of field whispers. In the artistic atmosphere of the Jade Bird collection, poetry and the ideal of distant places are present in the present moment.

△鸟瞰丨 Aerial view

明月皎夜光，云生结海楼，昼夜回转，流光徘徊，虚实更盛。夜的玉鸟，光影下的纵横阡陌，经纬分明，勾勒出更明晰的轮廓，愈加灼灼其华，自是一番别样光景。

The bright moon shines in the night, clouds form a sea tower, day and night rotate, flowing light lingers, blending reality and illusion. The Jade Bird at night, under the light and shadow, traverses the streets and alleys, clearly outlining its contours, shining even more brightly, presenting a unique scenery.

△总平面图丨 site-plan

△icon

△icon 汇总丨 iconSummary

△墙面涂装丨 Wall coating

项目信息

Project Information

项目名称：杭州万科玉鸟集商业包装设计

Project Name:Hangzhou Vanke BIRLANDCollection Commercial Packaging Design

项目地点：浙江杭州

Location:Hangzhou, Zhejiang

委托方：杭州万科

Client:Hangzhou Vanke

甲方团队：方海锋、陈婵婵、张红岩、方勰凌、施梦婷

Party A team: Fang Haifeng, Chen Chanchan, Zhang Hongyan, Fang Xieling, Shi Mengting

项目面积：180000㎡

Area: 180000㎡

设计机构：更新设计

Design Firm:Update Studio

主设计师：周游

Chief Designer: Zhou You

设计团队：廖金燕、肖伊君、雷依邻、谭云龙、邱裕海、邓珺彧

Design Team: Liao Jinyan, Xiao Yijun, Lei Yilin, Tan Yunlong, Qiu Yuhai, Deng Junyu

撰稿文案：清歌传媒

Copywriter: Qingge Media

摄影师：LLAP 建筑摄影

Photographer: LLAP Architectural Photography

设计师简介

周游于 2015 年创办更新设计。公司专注商业空间全案设计，服务于商业实体空间的消费升级和更新迭代。并以零售空间为入口，整合餐饮、娱乐等其他业态，为商业地产项目提供一整套的全案设计服务。在保持自身更新迭代的前提下，更新设计立志于将新事物和新方法融入到设计之中，用更新的理念来更新城市。并充分应用跨界的思维让作品发挥更大的设计价值、经济价值和社会价值。

奖项经历：

2015 年度 OTEC 北京朝阳海外学人创业大会优秀项目

2015 年度北京国际设计周 751 国际设计节最佳公共装置奖

2015 年度北京国际设计周 751 国际设计节照明装置入围奖

2016 年度年中国设计星年度总决赛亚军

2016 年度中国（北京）室内设计新势力

2018 年度 Generation T 新锐先锋

2018 年德国标志性设计大奖 ICONIC AWARD 至尊奖

2018 年德国国家设计大奖 German Design Award

2018 年红棉奖中国设计奖室内设计奖

2018 年度 IIDA 展陈类空间全球卓越设计大奖

2018 年度 IAI 最佳零售空间设计大奖

2018 年度 40 UNDER 40 中国设计杰出青年

2018 年度中国新商业空间大奖

2019 年度意大利 A’Design Award

2019 年度 IDA 展陈类空间银奖

2019 年度 iF 设计大奖室内建筑类最佳项目

2019 年度世界青年设计师全球总冠军

2020 年荷兰 FRAME 大奖最佳酒吧

2022 年胡润百富最受青睐的华人设计师

2022 年时尚芭莎设计大赏年度杰出设计师

2023 年第十八届金外滩奖最佳商业空间

2023 年第九届 CREDAWARD 地产设计大奖

综艺经历：

《梦想改造家》

《极速焕新家》