彩乐吧丨中国石家庄丨ICD 明之顾问

2024/12/12 14:34:15

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▲从入口看室内空间 Entrance View

项目背景 Project Background

彩乐吧是一个新型彩票零售空间，业务涵盖中国体育彩票、中国移动和中国农垦有机食品。在同一空间里将三大业务板块自然融合是项目的主要挑战。通过品牌融合、视觉统一以及空间整合等策略，我们塑造了一个业态联动的复合空间。

LUCKY WORLD is an innovative lottery retail space that integrates three businesses: China Sports Lottery, China Mobile Service and China Farm Organic Food. The primary challenge of this project was to harmoniously incorporate these three brands within the same space. Through the strategies of brand integration, visual cohesion, and spatial transformation, we created a dynamic, multi-functional leisure space that promotes business synergy.

▲中国农垦弧形展架 China Farm Display

▲中国体彩形象墙 Lottery Logo Wall

品牌融合 Brand Integration

体彩、移动、农垦三个品牌业务和形象各自迥异。彩乐吧需要承载三个品牌，同时拥有自己鲜明的形象识别。我们研究发现，体彩、移动和农垦分别代表了幸运生活、智慧生活和品质生活，因此提炼出“美好生活”的品牌核心价值，营造一个充满幸运能量的场域。品牌色选择了代表活力与热情的“虎橙色”，让每位走进彩乐吧的顾客都能感受到愉悦和能量的激发。

While each of the three brands has its own distinct identity, they share common underlying values. Sports Lottery represents lucky life, China Mobile embodies smart life, and China Farm symbolizes quality life. Drawing from these ideas, we distilled their shared essence of a “good life” as the foundation of the design. The vibrant choice of “TIGER ORANGE” as the brand color communicates joy, energy, and positivity to every customer.

▲中国移动展示墙 China Mobile Display

▲入口 Entry

视觉统一 Visual Cohesion

彩乐吧店面朝向北，门前是停车场，内部空间阴冷，外部环境杂乱，需要有力量的视觉语言才能吸引远处的人群。我们用空间塑造立面，通过设置体彩形象墙、农垦展销柜和移动展示墙三组通高橙色装置来整合空间。热烈的“虎橙色”装置点亮了室内空间，并通过玻璃幕墙向外展示，传递鲜明的品牌形象，营造活力十足的商业氛围。

LUCKY WORLD faced several environmental challenges: a north-facing orientation with limited natural light and a parking lot at the front. To counter these, we focused on creating a bold visual impact. Three full-height orange installations organize the space: the Sports Lottery logo wall, the curved China Farm display shelf, and the China Mobile shelf wall. These “Tiger Orange” elements not only light up the space but also draw attention from up to ten meters away, enhancing a strong brand statement and a dynamic commercial atmosphere.

▲从右至左体彩、农垦、移动三组通高装置 Three Full-Height Installations from right to left : China Lottery, China Farm, and China Mobile

▲外立面 Facade

▲弧形农垦展柜插入夹层空间 Full-Height Curved Shelf Span From 1st Floor To Mezzanine

空间整合 Space Transformation

彩乐吧空间狭长，如果直接切分成体彩、农垦、移动三个业务区，将面临“一店三面”的问题。研究了三个业务的运营模式，我们对其进行拆分重组，依据不同业务所需的空间开放度，将三者穿插整合：入口的即刮彩票茶饮区、中部以弧形展架为载体的农垦体验区、展架内弧围合的专业投彩区、以及最内部的中国移动业务区。布局和动线规划融入了彩票摇号球和其弧形运行轨迹的意向，环绕流线连接各个功能区，使目标群体能够轻松触达所需空间。在这种化零为整的布局中，三大业务相关加持、彼此互动，有机运转。

The space of LUCKY WORLD is long and narrow, and a straightforward division into three business areas would have resulted in an isolated experience. Instead, through analysis of each business’s operational needs, we restructured the space around the interplay of open and private zones. The curved, full-height shelf displaying China Farm products acts as both a divider and an integrator, weaving the various functions together. Inspired by the form and motion of a lottery ball, the curved layout and fluid circulation unify the three business areas. This approach transforms LUCKY WORLD into “A UNIVERSE” where each business retains its identity while remaining interactive.

▲场地原始条件 Before

▲从中国体彩区看向中国移动展示墙 View from China Lottery to China Mobile Display Wall

▲夹层会议室看向固定工位 Meeting Room on Mezzanine Floor

▲彩票求和轨迹的意向 Ceiling with an Ambient of LUCKY UNIVERSE

多元化综合体验

Diverse Experience

休闲玩家在吧台来杯“幸运咖”和几张即开型彩票，坐在窗边享受 5G 冲浪和午后时光。资深玩家选择专业投彩区，安静地研究走势图和投注策略。在中国移动区办理通信业务的顾客，同时享受着中国农垦提供的有机食品和饮料，并可直接在 APP 下单，或许又中了一张彩票…

LUCKY WORLD offers a variety of experiences catering to different customer needs. Casual visitors try their luck with scratch-off tickets while enjoying a cup of “Lucky Coffee” by the window. Serious lottery players immerse themselves in the professional lottery area, where they can study charts in a focused environment. At the China Mobile area, customers can handle their service while tasting organic snacks and drinks from China Farm, easily placing orders through the mobile APP—perhaps even winning a lottery ticket in the process.

▲从中国移动服务区看向专业投彩区 View From China Mobile Service To Lottery Charts

▲开放休闲区 Open Seating Area

通过多种功能的融合设计，让彩乐吧不仅是一个彩票销售空间，更是一个充满娱乐休闲体验的生活空间。我们希望在彩乐吧里，每一位顾客都能感受到生活美好、鲜活和幸运的一面。

By integrating these diverse functions, LUCKY WORLD is more than just a lottery retail space. The design reflects our ambition to create a vibrant space that celebrates life’ joy, energy, and the thrill of luck.