昆山万象汇儿童区
苏州昆山

昆山万象汇儿童区

客户

华润集团

规模

4500 平方米

地址

苏州昆山

项目位于江苏昆山,是有着 “ 中国戏曲之母 ” 雅称 —— 昆曲的重要发源地。以地方传统文化昆曲为载体,在传承和发展中反复思索,营造一座集 “ 美学、文化、亲子教育 ” 于一体的特色主题区。昆山万象汇儿童区与设计师李想合作,共同为华润打造既能完美地容置多样化亲子业态商铺,且高度体现了功能与美学统一的儿童主题区。儿童区位于万象汇 3 楼,原建筑规划为真冰场,12 米的挑高空间。真冰场在当下市场环境下已经不具备吸客主力,坪效及开发建设成本不成正比 . 改变常规商场以消费购物为主导的模式,将单纯消费转变成集亲子养子、休闲、教育、消费于一身的体验过程。儿童区的亲子性、互动性和主题特色成为万象汇的人气磁石,成为带动家庭消费的核心驱动 .在去冰场后拓展增多三倍的店铺数量,增加可逛性及逗留时间,加大客户粘性。整体项目总共25组超高定制门头,历时85天、150 种色彩、280 件软装定制产品,将品牌与公区自然融合为一体 .

This project is located in Kunshan, Jiangsu Province, an important birthplace of Kunqu Opera – known as the mother of Chinese operas. The project embraces the local traditional Kunqu Opera culture and shows repeatedly thinking during the process of inheritance and development. With this project, we attempted to create a featured theme zone integrating three elements - aesthetics, culture and parent-kid education. By working with Li Xiang, the designer, we intended to build the Kids’ Zone of the mixc in Kunshan developed by China Resources as a theme area that accommodates diverse parent-child stores and highly values both function and aesthetics. The Kids’ Zone was designed on the 3rd floor of the mixc, and with a height of 12m, it had been originally conceived as a roller-skating rink. Under the current market environment, roller skating is no longer an ideal customer driving facility, as the turnover per pyong and the development costs are disproportional. With this project, the traditional consumption-oriented model used by a mall is transformed into an experience-oriented mode that integrates parenting, leisure, education and consumption, no longer just consumption. The children-oriented, interactive and themed design enables the Kids’ Zone to be a traffic drawing focus and core driving force for household consumption. After dropping the roller staking rink out of the picture, the number of stores in this area has increased by three times, allowing customers to spend more time in this area and increasing the customer viscosity. This whole project consists of 25 customized super-high front signboards. With a duration of 85 days, 150 colors and 280 tailored furnishing products were employed to enable the natural blending of brands and the public area.

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