仰望U8汽车展厅空间设计 | 新能源汽车终端形象标准化设计实践-展集网

仰望U8汽车展厅空间设计 | 新能源汽车终端形象标准化设计实践: 11-06

仰望是比亚迪集团旗下高端新能源汽车品牌，依托比亚迪集团创新汽车技术、顶尖工业体系实力、前瞻性设计，为用户提供超越想象的高端车产品。仰望将以颠覆性的超级技术与产品，构建专属于新能源汽车时代的高端品牌。2022-2024年，格外空间携手仰望，进行终端全店型标准化设计(SI)，其中包括以下原型店：10000+㎡4S店、2000+㎡城市展厅PLUS店、600+㎡城市展厅店、300+㎡商超展示店。格外空间围绕着仰望的品牌精神「敢」，以「悠然之境」为设计理念，建立起“人与车、人与空间、人与人”三个维度的空间叙事关系，以服务设计为起点，进行体验设计、空间设计，系统的定义高端汽车品牌电气化体验空间。
Looking up is a high-end new energy vehicle brand under BYD Group, relying on BYD Group's innovative automotive technology, top-notch industrial system strength, and forward-looking design to provide users with high-end car products beyond imagination. Looking up, we will build a high-end brand exclusive to the era of new energy vehicles with disruptive super technologies and products. From 2022 to 2024, Extra Space will work hand in hand to carry out standardized design (SI) for the entire terminal store, including the following prototype stores: 10000+㎡ 4S store, 2000+㎡ urban showroom PLUS store, 600+㎡ urban showroom store, and 300+㎡ supermarket showroom store. The extra space revolves around the brand spirit of "daring" and is designed with the concept of "leisurely environment". It establishes a spatial narrative relationship of three dimensions: "people and cars, people and space, and people and people". Starting from service design, it carries out experience design and space design, systematically defining the high-end automotive brand electrification experience space.

比亚迪·仰望深圳南山店展厅

BYD looks up at the exhibition hall of Nanshan store in Shenzhen

-- -

比亚迪仰望深圳南山展厅店坐落于粤海街道科苑南路深圳湾创新科技中心，南侧临街主马路，东侧紧邻商场人行道。格外空间根据展厅地址特性，将门店内容规整划分为：服务+洽谈、展车、展车+洽谈三大区域。
BYD Look Up Shenzhen Nanshan Exhibition Hall Store is located in Shenzhen Bay Innovation and Technology Center, Keyuan South Road, Yuehai Street. It faces the main street on the south side and is adjacent to the pedestrian walkway of the shopping mall on the east side. Extra space is divided into three main areas based on the characteristics of the exhibition hall address: service+negotiation, exhibition car, and exhibition car+negotiation.

将空间利用最大化，以“光”为展厅设计语言表达主题，建立起“人与车、人与空间、人与人”三个维度的空间叙事关系。自然万象深深融入我们的设计表达中。仰望U8作为仰望品牌首款量产车型，为大家带来了「时空之门」的设计语言，这是一种纯粹能量艺术，从浩瀚宇宙自然中汲取灵感，尽显极致性能。仰望U8的内饰集对称融合、自然律动、智能突破于一体的「极境之上」设计理念，通过天然材料与色彩，演绎大自然的韵律。
Maximizing space utilization, using "light" as the design language of the exhibition hall to express themes, and establishing spatial narrative relationships in three dimensions: "people and cars, people and space, and people and people". Natural phenomena are deeply integrated into our design expression. As the first mass-produced model of the brand, the U8 brings the design language of "Time and Space Gate" to everyone. This is a pure energy art that draws inspiration from the vast universe and nature, showcasing ultimate performance. Looking up at the interior of U8, the design concept of "above the extreme realm" integrates symmetrical fusion, natural rhythm, and intelligent breakthrough. Through natural materials and colors, it interprets the rhythm of nature.

格外空间秉承一脉相承的设计理念，现在将这种包容共生的自然之力于仰望品牌展厅中还原，汲万物之灵感，取天地之意象，将科技、历史、文化、艺术于空间设计之中完美呈现，来雕琢生机盎然的美学空间。仰望源自于比亚迪二十多年的研发经验以及二十年的技术梦想，在追求高端极致性能体验下诞生。仰望的品牌精神「敢」，以一种勇敢者的姿态，站在时代前沿，敢为天下先。
Extra Space adheres to the design concept of continuity, and now restores this inclusive and symbiotic natural power in the brand exhibition hall, drawing inspiration from all things, taking the imagery of heaven and earth, and perfectly presenting technology, history, culture, and art in space design to carve out a vibrant and elegant aesthetic space. Looking up, it originated from BYD's more than 20 years of research and development experience and 20 years of technological dreams, born in the pursuit of high-end and ultimate performance experience. The brand spirit of 'dare' that we look up to, with a brave attitude, stands at the forefront of the times and dares to be the first in the world.

仰望的品牌标识，来自甲骨文中的“电”字。“电”推动了现代科学的飞速发展，人类社会也因此发生了翻天覆地的变化。为未来而生，仰望赋予“电”全新想象力，以颠覆性技术和产品，为用户带来前所未有的极致安全、极致性能、极致体验。格外空间以历史印记为设计线索，在品牌标识两侧勾勒出两条细腻的平行线条。车辙作为道路的印记，穿越千年的岁月长河，见证着人类的沧桑巨变。
The brand logo that I look up at comes from the word "electricity" in oracle bone script. Electricity has driven the rapid development of modern science, and as a result, human society has undergone earth shaking changes. Born for the future, looking up to endow "electricity" with new imagination, using disruptive technology and products to bring users unprecedented ultimate safety, performance, and experience. The extra space is designed with historical imprints as the design thread, outlining two delicate parallel lines on both sides of the brand logo. As the imprint of the road, ruts cross the long river of time for thousands of years and witness the great changes and vicissitudes of humanity.

中国的造园艺术《文心雕龙》中有言：“隐也者，文外之重旨者也；秀也者，篇中之独拔者也。” 中国的造园艺术讲究露则浅，藏则深。在中国传统民居中，屏墙将这种手法体现的淋漓尽致。借鉴屏墙的艺术手法。格外空间使用米黄大理石打造了仰望门店入口处的屏墙，为传统建筑符号赋予现代美感，重新诠释藏深而求得深邃的意境。纯天然石材与纹理富有质感，使折射的光线更贴近自然，为顾客营造自然和谐的氛围。仰望门店位于城市繁华地段，入口处屏墙以一墙之隔，于繁华中开辟一方天地，将展厅设计成为闹市之外的顾客的私享空间。
In the Chinese garden art "Wenxin Diaolong", it is said: "The hidden is the essence beyond the text; the beautiful is the uniqueness within the text." Chinese garden art emphasizes shallow exposure and deep concealment. In traditional Chinese dwellings, screen walls vividly embody this technique. Drawing inspiration from the artistic techniques of screen walls. The extra space uses beige marble to create a screen wall that looks up at the entrance of the store, endowing traditional architectural symbols with modern beauty and reinterpreting the deep and profound artistic conception. Pure natural stone and texture are rich in texture, making the refracted light closer to nature and creating a natural and harmonious atmosphere for customers. Looking up at the store located in a bustling area of the city, the entrance screen wall is separated by a wall, creating a space in the midst of the hustle and bustle, and designing the exhibition hall as a private space for customers outside the bustling city.

我们把展示区营造成一个巨大的「能量场」，能量中包含着仰望品牌的价值与情感指向，由巨幕屏和内嵌展示墙构成的观赏空间，呈现着汽车背后的能量故事，从外在物理视觉到内在精神内涵，通过能量去指引我们去了解仰望汽车最纯粹的美。内在元素的共生，与城市文化的共生。大自然包罗万象，又以无出其右的巧夺天工创造万物的恢弘景象。现在我们将这种包容共生的自然之力于仰望品牌展厅中还原。
We create a huge 'energy field' in the exhibition area, which contains the value and emotional direction of looking up at the brand. The viewing space, composed of giant screens and embedded display walls, presents the energy story behind the car, from external physical vision to internal spiritual connotation, guiding us to understand the purest beauty of looking up at the car through energy. The symbiosis of internal elements and urban culture. Nature encompasses all things and creates magnificent landscapes of all things with unparalleled ingenuity. Now we will restore this inclusive and symbiotic natural force in the brand exhibition hall.

“晴雨两宜，四时皆景、晨沐朝霞、夜观星斗”的自然空间，体现着人与自然和谐共生的思想。天井是经过精心设计的天地。在中国传统建筑中，天井是人与天地对话的窗口，体现着人与自然的交融，这种思考在西方的建筑设计中也常有体现。天花设计灵感源于中式天井元素，由现代美学演绎，用更简洁的设计语言诠释东方情调的空间氛围。格外空间通过灯光编程的技术手法，模拟天光的自然效果，结合光和影、自然与现代，追求内涵与尊贵的诗意空间。
The natural space that is suitable for both rain and sunshine, with scenery at all times, morning bathing in the morning glow, and night watching the stars, embodies the idea of harmonious coexistence between humans and nature. The courtyard is a carefully designed world. In traditional Chinese architecture, the courtyard is a window for dialogue between humans and the world, reflecting the integration of humans and nature. This kind of thinking is also often reflected in Western architectural design. The inspiration for ceiling design comes from Chinese courtyard elements, interpreted by modern aesthetics, using simpler design language to interpret the atmosphere of Eastern style space. Extra Space uses lighting programming techniques to simulate the natural effects of sky light, combining light and shadow, nature and modernity, and pursuing a poetic space with connotation and nobility.

格外空间希望将这种美好的自然感受还原在空间之内，所以我们对传统建筑天井提炼与重构，在现代建筑上有了新的表达，形成了分格的天窗，让折射的光线变得通透而柔和，为消费者营造安宁、平静的感受。清代笪（dá）重光有言：虚实相生，无画处皆成妙境。留白是中国艺术形式中的精髓。疏而不空，满而不溢，给人留下遐想的余地。因此，格外空间在设计中广泛应用了留白手法。展厅以温暖的大地色系为主，采用天然材料铝板和岩板进行有序组合，展现了大自然的和谐美感。岩板经过特殊工艺处理，高度还原天然石材纹理，与温暖的大地色系形成鲜明对比，不仅提升了视觉效果，更突显了岩板的质感，形成有序的材质律动。
Extra Space hopes to restore this beautiful natural feeling within the space, so we have refined and reconstructed the traditional building courtyard, and have a new expression in modern architecture, forming divided skylights that make the refracted light transparent and soft, creating a peaceful and calm feeling for consumers. During the Qing Dynasty, there was a saying in divination: "Reality and illusion coexist, and every place without painting becomes a wonderful realm. Blank space is the essence of Chinese art form. Sparse but not empty, full but not overflowing, leaving room for imagination. Therefore, extra space has widely used the technique of leaving blank space in design. The exhibition hall is mainly composed of warm earth colors, using natural materials such as aluminum and rock panels in an orderly combination, showcasing the harmonious beauty of nature. The rock slab has undergone special processing to highly restore the natural stone texture, forming a sharp contrast with the warm earth color scheme. This not only enhances the visual effect, but also highlights the texture of the rock slab, forming an orderly material rhythm.

空间的留白，也为展厅带来明亮通透的感觉。晶莹剔透的超白玻组成的玻璃幕墙，以及顶部的分格天窗，最大程度地扩大了采光面积，赋予空间内明朗、纯粹的通透感，为人们带来极致舒适的自然底色。仰望汽车售后服务秉承精诚初心，大行致广，细微至精，致力于为用户带来极致的服务体验。展厅设计围绕服务属性的软装陈设以及仪式感互动两方面，展开对舒适环境「温度」以及仪式感空间「温度」的探索。门店设计透过服务的点点细节奢华与多重感官体验，赋予了人与人之间的信任度，提高品牌的美誉度、专业度与诚信度，达成好的合作共识及令人愉快极致体验。
The blank space also brings a bright and transparent feeling to the exhibition hall. The glass curtain wall composed of crystal clear ultra white glass, as well as the divided skylight at the top, maximizes the lighting area and gives the space a clear and pure transparency, bringing people the ultimate comfortable natural background color. Looking up at the after-sales service of automobiles, we adhere to the sincere and original intention, and strive to bring the ultimate service experience to our customers with great breadth and precision. The exhibition hall design revolves around the service attributes of soft furnishings and ceremonial interaction, exploring the comfortable environment "temperature" and ceremonial space "temperature". The store design, through the subtle details of service, luxury and multi sensory experience, endows people with trust, enhances the brand's reputation, professionalism and integrity, achieves good cooperation consensus and provides a pleasant ultimate experience.

我们以大面积的木质色调作为背景，将柔和的光线与木色结合，营造温润而有生命力的自然氛围。这样的空间氛围，不仅为消费者带来舒适惬意的自然享受，同时也展现出仰望的独特品味和高端质感。仰望站在当今时代，以前瞻性的设计风格，重新定义了高端新能源汽车前所未有的美。格外空间通过终端形象空间叙事的交流与演绎，诉说「悠然之境」的故事，让用户与品牌之间达成认知上的共鸣共振，形成品牌极具辨识度的象征符号。在比亚迪仰望深圳南山展厅店设计中，我们还原了包容共生的自然之力，将科技、历史、文化、艺术于空间之中完美呈现，来雕琢生机盎然的美学空间。内在的空间与材料、材料与自然之间的故事，以及展厅选址的渊源，为每一位消费者带来独特的情感共鸣与审美体验。
We use a large area of wooden tones as the background, combining soft light with wood colors to create a warm and vibrant natural atmosphere. This spatial atmosphere not only brings consumers a comfortable and pleasant natural enjoyment, but also demonstrates a unique taste and high-end texture of looking up. Looking up at the current era, the forward-looking design style has redefined the unprecedented beauty of high-end new energy vehicles. Extra Space, through the communication and interpretation of terminal image space narrative, tells the story of "leisurely state", allowing users and brands to achieve cognitive resonance and form a highly recognizable symbol of the brand. In the design of BYD's Nanshan showroom store in Shenzhen, we have restored the natural power of inclusiveness and coexistence, perfectly presenting technology, history, culture, and art in the space to carve out a vibrant aesthetic space. The stories between inner space and materials, materials and nature, as well as the origins of exhibition hall location, bring unique emotional resonance and aesthetic experience to every consumer.