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.