一束酒店，长沙 / 尺镀美学

一束 | 产品定位 Product positioning

商业是一个综合维度，不是一件事情的交织，通常是四五个动作完成，选址优+产品好+运营强+商业模式清晰+私域光，只是其中一两项做好，品牌的生命周期都很难持久。一束酒店是一个年轻、活力、具有创造力的品牌，一店在湖南株洲，2023年进入长沙市场，在一店成功经验的基础上做了品牌的迭代和升级，也是一个双向奔赴共创的落地项目。我们从运营策划、竞品调研、品牌定位、设计触点、设计语言、场景化服务及传播策略等方面去统筹思维，思考酒店的其它可能性，用差异化思维去做一个不一样的旅宿空间。

Business is a comprehensive dimension, not the interweaving of one thing, usually four or five actions to complete, excellent location + good product + strong operation + clear business model + private domain, but one or two of them do well, the brand life cycle is difficult to last. A bunch hotel is a young, dynamic, creative brand, a store in Zhuzhou, Hunan, 2023 into the Changsha market, on the basis of the successful experience of a store to do the brand iteration and upgrade, but also a two-way to create a landing project. We plan our thinking from the aspects of operation planning, competitive product research, brand positioning, design touch point, design language, scene service and communication strategy, think about other possibilities of the hotel, and use differentiated thinking to make a different hotel space.

▼大堂概览，Overall view © 肖湘摄影

一束 | 空间建构 Spatialcon construction

不同于人们的惯性思维，一束酒店的大堂未设置在一楼入口处。因为没有酒店专属电梯，且物业电梯没有精装，为了使顾客拥有更完整的体验，因此将大堂设置在与客房同一楼层。

Contrary to people’s conventional thinking, the lobby of a bunch hotel is not set in the ground floor entrance. Since there is no hotel elevator, and the property elevator is not hardwired, in order to give customers a more complete experience, the lobby is set on the same floor as the guest room.

▼入口接待处，Reception © 肖湘摄影

大堂的左侧分布着健身房和洗衣房，将原有墙体移除，以半通透的处理手法，在视觉上拉大健身房的空间，丰富了大堂的层次。

On the left side of the lobby, the gym and laundry room are distributed. The original wall is removed to visually enlarge the space of the gym and enrich the level of the lobby by means of semi-transparent treatment.

▼大堂内的等候区，Waiting area © 肖湘摄影

为了增强休息区的空间围合感，同时将其打造成客人的摄像打卡点，我们使用四片半圆弧，通过高低，错位，扭转，挖除等手法，增加空间的层次性，丰富视线路径，给予更多空间摄影的可能性。

In order to enhance the sense of space enclosure of the rest area and turn it into a camera clock point for guests, we use four semi-arcs to increase the level of space, enrich the line of sight path and give more possibilities for space photography through the techniques of height, dislocation, torsion and excavation.

▼休息室，The rest area © 肖湘摄影

▼休息室空间细部，Details of the rest area © 肖湘摄影

▼半圆弧设计增加空间层次，Semi-circular arc design increases spatial hierarchy © 肖湘摄影

一束｜隐形光影 Invisible light and shadow

创始人茜茜说每个人心中都有一束「光」，光影之间温暖彼此。做一家有温度有爱的酒店是她的初心。偌大的长沙，一束希望能为每一位旅人的人点亮一盏明灯，给予家一般的温暖。

Founder Sisi said that everyone has a “light” in their hearts, and the light and shadow give each other warmth. To be a hotel with temperature and love is her original heart. So big Changsha, a bunch of hope for each traveler to light a lamp, give the warmth of home.

▼客房概览，Guest room © 肖湘摄影

▼睡眠区，Bedroom © 肖湘摄影

▼起居空间，Living area © 肖湘摄影

▼客房家具设计，Furniture design © 肖湘摄影

▼浴室，Bathroom © 肖湘摄影

空间的诞生，总有光的萦绕与交互。空间中，光的功能性和体验性之间的界限不再明确划分，而是着重于营造氛围感，将光的隐形价值充分释放。

The birth of space always has the haunting and interaction of light. In the space, the boundary between the functionality and experience of light is no longer clearly demarcated, but the emphasis is on creating a sense of atmosphere and fully releasing the invisible value of light.

▼走廊空间，Corridor © 肖湘摄影

▼公区设计细部，Details © 肖湘摄影

客房朴拙静谧，黑与白交织，在光影错落间凸显空间质感。我们用光传递温暖，希望客人能够在此间体会到家的温馨。

Rooms are simple and quiet, black and white interwoven, highlighting the texture of space between the light and shadow. We use light to convey warmth, hope guests can feel the warmth of home here.

▼灯光设计，Lighting design © 肖湘摄影