作为一家擅长全方位打造品牌形象的设计机构，TUX Creative近期为首尔的舞蹈学校和管理工作室设计了他们的新环境。设计的目的是重塑品牌形象和空间的使用模式，为非专业的街头舞者创造一个不同于寻常舞蹈学校的独特环境，使他们在不需要舞台的情况下也可以尽情跳舞。
TUX Creative, a 360-degree design agency specialized in branding, has recently worked on the flagship design of 1MILLION, a dance school and management studio based in Seoul. Tasked with reimagining the brand image and its spatial application, TUX ultimately reinvented the model of a “traditional” dance school for non-traditional street dancers and redefined the dance studio, for those who literally don’t need a “stage to dance”.
▼建筑外观，exterior view
实验性的设计理念
Environmental & Experiential Design Concept
TUX充满创意的全盘式设计准确地捕捉了1MILLION的品牌精神和舞蹈文化的精髓。1MILLION的口号是“不需舞台也能跳舞”，他们主张舞蹈首先是激情的体现；而在每个舞蹈动作背后，都是长时间专注且严格的训练。为了鼓励学生们在工作室的墙内墙外都能积极舞蹈，设计师将镜子、玻璃等反光元素设置在公共空间的各个角落，包括走廊、休息区和大厅等等，从而塑造出一系列非正式的舞蹈空间，让每个反光的表面都成为跳舞的动机。
▼设计概念动图，design concept gif.
TUX’s creative and holistic approach captured 1MILLION’s spirit and the essence of dance culture. With “we don’t need a stage to dance” as a motto, 1MILLION recognizes that dance is first and foremost a passion and that behind every dance clip, there are many hours of dedicated and rigorous training. To encourage students to dance both within and beyond the walls of the dance studios, mirrors, glass and other reflective finishes were used throughout the communal spaces (hallways, lounge area, lobby, etc.) to generate informal dance studios, where every reflective surface becomes an opportunity to practice.
▼大厅空间，lobby on the ground floor
▼接待和咨询处，reception and information
▼镜子、玻璃等反光元素设置在公共空间的各个角落，mirrors, glass and other reflective finishes were used throughout the communal spaces
▼每个反光的表面都成为跳舞的动机，every reflective surface becomes an opportunity to practice
▼从二层俯瞰大厅，overlook to the lobby
中性的色彩和材料提供了空白的“画布”，让编舞者和学生们可以通过舞蹈来充分地表达他们独有的风格与创造力，成为空间中的焦点所在。同时，这些画布也为现场表演和舞蹈视频的录制提供了理想的背景：1MILLION在YouTube平台上拥有超过2000万的关注者，并且已不再局限于实体形式——全世界的舞蹈爱好者们都可以在网上访问和参观学校环境。
The neutral palette of colors and materials provides a blank canvas where choreographers and students alike can let their style and dance moves express their creativity and become the main focus of attention. These canvases are the perfect backdrop for live performances and for recorded dance videos. With more than 20 million followers on YouTube and an Instagram feed in constant evolution, the flagship school lives beyond brick-and-mortar, with its premises visited digitally through the screens of dance aficionados all around the world.
▼舞蹈室，
dance studio
The brand’s strong presence in the digital realm inspired TUX to design building features that dancers can integrate within their own digital content, driving the brand’s growth and recognition online. Displaying photogenic qualities, some examples of “instagrammable” moments and other selfie-worthy settings found inside the flagship studio include: 1MILLION’s manifesto, a colorful floor-to-ceiling wallpaper in one of the waiting areas, a pitch-black washroom with an eye-catching bright yellow sink, a dynamic LED and screen display installed on a 4-level void and quirky custom-design cushions. In the same vein, the logo is applied at different scales within the space and repetitively asserts its stamp-like nature as a “natural” watermark when integrated in any photo/video composition.
▼二层公共空间，public area on the upper floor
▼天井内的动态LED展示墙，a dynamic LED and screen display installed on a 4-level void
▼安装有亮黄色水池的“深黑”洗手间，the pitch-black washroom with an eye-catching bright yellow sink
未经加工的金属、半透明的聚碳酸酯板、仿混凝土的灰色饰面和LED灯管共同营造出前卫的都市氛围，这种充满现代感却简单易行的设计能够很好地适应不同的尺度和环境，从而充分迎合了客户未来向全球扩张的目标。
Finally, the use of raw metal, translucent polycarbonate panels, concrete-like finishes, tones of greys, and LED tubes results in an urban, edgy, and elevated ambiance. Modern and easily adaptable, the design features of the flagship are repeatable at other scales and in other locations, in response to the client’s objective of international expansion.
▼更衣室走廊，locker room corridor
▼楼梯，stair
总而言之，TUX通过别具一格的空间和体验设计为1MILLION赋予了全新的品牌形象（包括新的标识和视觉系统），为热爱舞蹈的学生和教师们提供了一个同时存在于线上和线下的、不同于寻常舞蹈学校的“家园”般的环境。
All in all, TUX’s aim at renewing 1MILLION’s brand image (including a new logo and a refreshed visual platform) materialized through the environmental and experiential design of its new flagship location redefined the concept of a typical dance school into a community – in real life and online – for dancers who have their passion at heart.
▼标识和视觉系统设计，logo and visual design
Project Name: 1MILLION Flagship Design in Seoul
Project Type: Environmental & Experiential Design for a Dance School and a Management Studio
Project Location: Seoul, South Korea
Completion: January 2020
Surface area: 2,500 square meters
Client: 1MILLION Dance Studio (
) & 1MILLION Management (
)
Project Designer: TUX Creative
(http://tux.co
)
Environmental and Experiential Designer Lead: Sarah Tu, TUX Creative
Graphic Designer: Lian Benoit, TUX Creative
Architecture Firm: Wise Architecture (
)
Lighting Specialist Consultant: EONSLD (
)
Professional Photos: Yoonsung Kwon/권윤성 (
)
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