三亚国际免税城二期 | 世界级沉浸式休闲商业街的景观设计

普邦设计：2020 年 01 月 17 日，三亚国际免税城二期在海棠湾如期开幕。开业一年多的它，如今已成为海南极具特色的时尚消费与文化休闲中心，成为代言国际自贸港活力和风貌的时尚休闲舞台，不断地引领着全新的艺术风尚、吸引着世界各地的目光。

PuBang Design: On January 17, 2020, the second phase of Sanya International Duty Free City opened in Haitang Bay as scheduled. One year after its grand opening, Sanya International Duty Free City has now become a distinctive popular commercial and cultural center in Hainan, and a fashionable leisure stage that endorses the vitality and style of the international free trade port. It continues to lead new artistic styles and attract people from all over the world.

后疫情时代，免税消费作为海外消费回流和境内消费升级的重要渠道，无疑是双循环经济格局下的关注重点。在自贸港发展总体规划下，海南以独立的财政税收制度为支柱，以实现投资贸易自由便利为目标，直指建设国际旅游消费中心。

自 2011 年试点离岛免税购物政策以来，海南免税购物政策不断放开，使得免税经济成为海南消费增长的新动力。

在此背景之下，一条“世界级沉浸式休闲商业街”——三亚国际免税城二期云戒岛应运而生。它以艺术化“贝壳”式建筑为载体，整体建筑由英国贝诺建筑设计团队主导设计，连接三亚国际免税城与二期休闲商业街的“云戒桥”是一座独塔万向铰斜拉上人步行景观桥，由曾参与法国卢浮宫玻璃金字塔设计的知名设计师 Dutton 亲自设计。

In the post-epidemic era, tax-free consumption, as an important channel for overseas consumption return and domestic consumption upgrade, is undoubtedly the focus of attention under the dual circular economy. Under the overall plan for the development of the free trade port, Hainan takes an independent fiscal and taxation system as the pillar, with the goal of realizing the freedom and convenience of investment and trade, and directs the construction of an international tourism consumption center.

Since the piloting of the tax-free shopping policy on outlying islands in 2011, Hainan’s tax-free shopping policy has been continuously liberalized, making the tax-free economy a new driving force for Hainan’s consumption growth.

Under this circumstance, a “world-class immersive laid-back commercial street”-Sanya International Duty Free City Phase II Yunjie Island came into being. It uses artistic “shell” architecture as its carrier. The overall building is designed by the British Benoy architectural design team. The “Yunjie Bridge” connecting Sanya International Duty Free City and the second-stage leisure commercial street is a single tower with universal hinged cable stays. The Grand Pedestrian Bridge was designed by Dutton, a well-known designer who had participated in the design of the glass pyramid of the Louvre in France.

作为国内首个全岛式商业街，三亚国际免税城二期是通过将商业、文化、艺术、购物、休闲等多种业态结合，与三亚国际免税城一期互补融合，助力三亚国际旅游消费中心的建设，构建海南国际自贸港的旅游、购物、休闲综合目的地。

As the first island-wide commercial street in China, the second phase of Sanya International Duty Free City combines commerce, culture, art, shopping, leisure and other business formats, and complements the first phase of Sanya International Duty Free City to help Sanya International Tourism and Consumption Center The construction of Hainan International Free Trade Port will be a comprehensive destination for tourism, shopping and leisure.

作为世界级商业街区，其本质就是要吸引并经营更多的消费者。伴随着消费者对消费体验的需求不断升级，购物需求不再仅限于对商品的满足，他们更愿意为丰富的体验、优质的服务以及优越的环境而买单。因此在面对三亚国际免税城二期这种国际化高端商业街区时，如何极致地利用商业空间，吸引更多消费者驻足停留，并发挥空间商业价值最大化，景观在其中发挥着不可忽视的作用。

As a world-class commercial district, its essence is to attract and operate more consumers. As consumers’ demand for consumer experience continues to escalate, shopping needs are no longer limited to the satisfaction of goods. They are more willing to pay for a rich experience, high-quality services and a superior environment. Therefore, when dealing with international high-end commercial blocks like Sanya International Duty Free City Phase II, how to make the most of commercial space, attract more consumers to stay, and maximize the commercial value of the space, the landscape plays an important role.

空间赋能 Space empowerment

在景观设计中，每个空间之间都有着顺序、流线以及方向的联系，而这种联系构成的组合便是景观空间序列。

在商业广场的运营思维之中，空间序列营造不仅影响着消费者的动态体验，也牵动着消费者的情感体验，通过营造整体性且具有韵律感的空间序列让消费者在动态的流线中获得更丰富、更连续、更精彩的情感体验。

In landscape design, each space has a connection of sequence, flow and direction, and the combination of this connection is the sequence of landscape space.

In the operational thinking of commercial plazas, the creation of spatial sequence not only affects the dynamic experience of consumers, but also affects the emotional experience of consumers. By creating a holistic and rhythmic spatial sequence, consumers are able to get a richer, more continuous and more exciting emotional experience in a dynamic streamline.

· 完善人流动线，串联空间体验

在三亚国际免税城二期的景观空间布局中，一条纵深的中心体验轴线贯穿着整个云戒岛，串联着岛内各重要节点，指引着消费者体验的整体动向；同时在中轴线四周又布局着向两侧延伸的“枝状”辅线，与街区其他节点融合，形成流畅的商业动线，为消费者购物参观提供多元化的选择与互动。

In the landscape space layout of the second phase of Sanya International Duty Free City, a deep central experience axis runs through the entire Yunjie Island, connects important nodes in the island, and guides the overall trend of consumer experience. At the same time, there are layouts around the central axis. The “branched” auxiliary lines extending to both sides merge with other nodes in the block to form a smooth commercial flow and provide diversified choices and interactions for consumers to shop and visit.

▼轴线分析图 Axis diagram

▼节点分析图Features analysis

情感赋能 Emotional empowerment

在“体验至上”的时代，商业景观空间环境的布局不再是单一无意义的，场景化体验的营造成为商业街与消费者之间的情感联结，也成为激发他们内心的共鸣与认同感的渠道。

In the era of “experience is the priority”, the layout of commercial landscape space environment is no longer singular and meaningless, and the creation of scene-based experience has become an emotional connection between the commercial street and consumers, as well as an inspiration for their inner resonance and sense of identity.

· 营造互动场景，延伸动态参与感 Create interactive scenes and extend the sense of dynamic participation

三亚国际免税城二期商业内街以下沉式空间展开，楼梯两侧以瀑布景观配合互动式跳泉水景，打造一幅动静结合的迎宾景观，同时也成为儿童亲水玩乐的快乐场所。

呈弧形下沉的缤纷嘉年华广场为游客提供休憩静坐的空间以及剧场式的阶梯落差体验，为消费者打造一个动态延伸的景观互动空间。

The second phase of the Sanya International Duty Free City’s commercial inner street is a lower down space with waterfalls on both sides of the stairs and interactive spring waterscape to create a dynamic and static welcoming landscape. It’s also a happy place for children to play in the water.

The colorful carnival plaza that sinks in an arc provides a space for tourists to rest and sit, as well as a theater-like stepped drop experience, creating a dynamically extended landscape interactive space for consumers.

▼瀑布水景 Waterscape waterfall

· 制造节日场景，渲染情感高潮 Create holiday scenes and render emotional climax

作为集购物与旅游于一体的商业街区，营造节日场景不仅能让消费者在轻松欢乐的氛围中购物游玩，也能成为吸引拍照留恋的网红景点。

位于云戒岛南侧的光舞水秀以巨型绚丽的水幕喷泉投影渲染着整个岛内的情感高潮，在光与水的变换间将三亚浓浓的度假风情展露无遗，漂浮于水面的 T 台更是为节假日表演预留的水中舞台。

As a commercial block integrating shopping and tourism, creating a festive scene not only allows consumers to shop and play in a relaxed and happy atmosphere, but also becomes an online celebrity attraction that attracts nostalgia for taking pictures.

The Light and Dance Water Show is located on the south side of Yunjie Island, presents the emotional climax of the entire island with a giant and gorgeous water curtain fountain projection. In the transformation of light and water, Sanya’s strong vacation style is fully revealed. The T floating on the water is an underwater stage for holiday performances.

▼光舞水秀夜景 Night View of Dance Water Show

文化赋能 Cultural empowerment

三亚作为国际自贸港的旅游、购物、休闲综合目的地市，具有浓厚的南国地域特色，阳光海韵、椰林摇曳是人们对它专属的印象。

如今在免税政策的支持下，旅游、购物、休闲成为它吸引游客的一大特色。因此为了将新崛起的商业街区与城市特色相融合，设计师提炼城市地域文化特色，并将其延伸至景观之中，让游客在购物体验的过程中感受到轻松惬意的滨海度假氛围。

As an integrated destination city for tourism, shopping and leisure in the International Free Trade Port, Sanya has strong southern regional characteristics. The sun, sea, and swaying coconut groves are people’s exclusive impressions of it.

Nowadays, with the support of the tax exemption policy, tourism, shopping, and leisure have become a major feature of it attracting tourists. Therefore, in order to integrate the newly emerging commercial blocks with the urban characteristics, the designer refines the urban regional cultural characteristics and utilizes them in the landscape, so that visitors can feel the relaxed coastal holiday atmosphere during the shopping experience.

· 延伸城市特色肌理，强化度假氛围 Extend the characteristic texture of the city and strengthen the holiday atmosphere

位于商业区南侧沿岸的韵律甲板是供游客亲水休闲的场所，整个阶梯似海浪向岸边延伸，将海水连绵起伏的韵律赋于空间之中。

The rhythm plywood located along the southern side of the commercial area is a place for tourists to take a relaxing time. The whole ladder extends to the shore like the waves, giving the continuous rhythm of the sea water to the space.

▼连绵起伏的韵律甲板 The rhythm deck.

除了韵律甲板，海浪元素在铺装设计中也得以运用。在商业街区一层采用不等距波浪型铺装搭配深浅相间石材，展现热情活跃的迎宾景观，商业街区二层则以等距的条带铺装赋予空间变换。

In addition to the rhythm plywood, the wave elements are also used in the paving design. On the first floor of the commercial block, unequal-spaced wave-shaped paving with dark and light stone is used to show a warm and active welcome landscape, and the second floor of the commercial block is paving with equidistant strips to create the space transformation.

▼深浅相间的波浪型铺装 The deep and shallow wavy pavement.

▼深浅相间的等距条带型铺装 The deep and shallow equidistant strip pavement.

在植物的选择上，运用极具海南岛特色的椰林、凤凰木、银海枣、鸡蛋花、小鸟蕉等热带植物，通过复式的种植手法，将大小乔木、灌木、地被等多层次植物配置，创造丰富层次的植物景观空间，提升消费者户外场景体验与情感体验。

光下的绿色空间 Green planting of coconut trees in the sun.

· 传承地域历史文化，深入体验在地文化 Inherit the history and culture of the region, and experience the local culture in depth

曾经是名不经传的小渔村，如今的三亚已经发展成国际知名滨海旅游城市。为了将渔村的记忆保留，同时让游客切身体验三亚的发展历程，设计师在云戒岛的岛尾水岸模拟港口，设置了供游客亲水体验的空间——椰林码头，惬意的草亭与弧形的泊船码头沿水岸而生，在椰林的遮蔽下成为一隅静谧空间。

Sanya was an unknown fishing village. Now it has developed into an internationally renowned coastal tourist city. In order to preserve the memory of the fishing village and allow tourists to experience the development of Sanya firsthand, the designer simulated a port on the tail water bank of Hexin Island and set up a space for tourists to experience The Coconut Grove Pier, cozy grass pavilions and arc-shaped pier for boats grows along the waterfront and becomes a quiet space under the shade of the coconut grove.

▼静谧的椰林码头 Quiet coconut grove wharf.

结语 Epilogue

在经济飞速发展的当下，商业街早已不再是狭义的商品买卖货币流通的场所，而是综合性的休闲、娱乐和社交场所；它也不是纯粹的自然空间，而是复合的、动态的多维空间，其中掺杂着商业、自然、人文等等。

因此在商业街景观设计当中，商业、景观、消费者体验以及地域文化等等因素都不能被单一割裂，而是要以多维度、多学科的角度进行综合考量。

在三亚国际免税城二期中，景观承担的不仅是美化的作用，还是作为赋能者助力着世界级沉浸式休闲商业街的打造。

通过构建完整的空间序列来串联整个商业街的场景体验与节奏韵律、以特色的场景化空间营造充分调动消费者的情感与共鸣、运用并传承地域文化特色来强化消费者的心理认同感与氛围感，让商业、景观与消费者体验融为一体。

Along with rapid economic development, the commercial street is no longer a narrowly defined place for commodity trading and currency circulation, but a comprehensive leisure, entertainment and social place. It is not a pure natural space, but a complex and dynamic multi-dimensional space mixed with commerce, nature, humanities, and so on.

Therefore, in the commercial street landscape design, elements such as commerce, landscape, consumer experience, and regional culture cannot be separated by a single unit. They should be comprehensively considered with a multi-dimensional and multi-disciplinary perspective.

In the second phase of Sanya International Duty Free City, the landscape not only plays a role to improve the view, but also serves as an enabler to help build a world-class immersive leisure commercial street.

Our design connects the scene experience and rhythm of the entire commercial street with the construction of a complete spatial sequence, create a characteristic scene space to fully mobilize the emotion and resonance of consumers, and use and inherit regional cultural characteristics to strengthen the psychological identity and atmosphere of consumers. Integrating business, landscape and consumer experience.

项目名称：三亚国际免税城二期

项目地点：海南三亚海棠湾

建设面积：5.5 万㎡

建设单位：中免（三亚）海棠湾投资发展有限公司

景观概念设计：美国 SWA（洛杉矶团队）方案及扩初设计：美国 SWA（洛杉矶团队）国内景观执行顾问：普邦设计

深化及施工图设计：普邦设计

撰文：普邦设计 摄影：耿广瀚 普邦设计 甲方供图

Project Name: Sanya International Duty Free City Phase II

Project location: Haitang Bay, Sanya, Hainan

Construction area: 55,000㎡

Construction: China Free (Sanya) Haitang Bay Investment and Development Co., Ltd

Master planning: SWA (Los Angeles team)Design Consultant: PuBang Design

Detailed and construction drawing design: PuBang Design

Landscape photography: Geng Guanghan