THE FRÖRAM | 融合新零售与古韵的院落式商业空间设计_售楼处_设计案例作品

发布时间：2023-01-10 12:00:00 {{ caseViews }} {{ caseCollects }}

设计亮点

传统与现代元素的巧妙融合，打破边界的创新设计，以及回归“院落”精神的建筑形态。

THE FRӒME是三橙立禾将咖啡、家具、设计相结合的一场先锋实验，意欲搭建激发多维度跨领域生活方式的一个平台载体，让具有自发传播的社交内容通过设计的介入连通为共生赋能的商业逻辑，也以一种影响力集结的协同效应建立激发创意的理想聚落。

▼项目概览，overview of the project ©云眠摄影工作室

亦如主创设计师黄晨所愿，“期望将我们专注于新零售、商业展陈、融合办公、品牌赋能的空间业态经验，内化为这样一部多元运维的集大成之作，创造像‘家’一样的环境并传达基于信任的愿景”。

▼外观概览，overview of the exterior ©云眠摄影工作室

“院落形制”的当代释义

Modern interpretation of traditional courtyards

项目所在的长河古镇位处钱塘江南岸，千年的历史渊源最早可溯至吴越时期。伴随近年急剧的城镇化进程而滋生的城中村，以及城市更新背景下的城中村改造，古镇也在自上而下和自下而上之间跌宕进化，为蕴育全新都市生活方式构想提供糅合日常烟火与人文理想的策源地。

▼基址原貌，the original site ©云眠摄影工作室

Changhe Ancient Town, where the project sits, is located on the south bank of Qiantang River and has a history of more than a thousand years that dates back to the Wu-Yue Period (907-978 AD). Urban villages in the ancient town, which emerged at the early years of rapid urbanization, are undergoing renovation in the context of urban regeneration. The ancient town is currently being renewed at all levels, which provides new opportunities for breeding new urban lifestyles that integrate daily life with humanistic ideals.

▼鸟瞰项目及其周边环境，bird eye view of the project and the surroundings©云眠摄影工作室

建筑左右邻靠着街道社区的停车场和公共大草坪，背后的彩虹立交也与之构成“快通达”与“慢生活”的对比。三层的主楼连接向户外敞开的单层平房，自然地划落出房前屋后的两个院子，以可开可合的设计语言实现空间的延展性，新的建筑形态也谙合“院落”的精神回归。

▼建筑结构分析图，structural analysis of the project ©三橙立禾空间设计

The building adjoins a community parking lot and a large public lawn on two sides, and forms a contrast of “rapid accessibility” and “slow life” with the expressway passing behind the site. The three-floor main building body connects with a one-story volume that unfolds towards the outdoors, forming two yards at the front and back. The flexible combination of openness and closedness extends the spatial realm, and the new architectural form shows a return to the spirit of traditional courtyards.

▼庭院概览，Overview of the garden ©云眠摄影工作室

▼庭院内的景观装置，landscape features in the garden ©云眠摄影工作室

模糊边界的“框架变体”

“Frames” that blur the boundary

回应古镇自带的建筑遗存和人文积淀，同时遵循“生活化叙事”为核心的场所精神，设计师将传统建筑的琉璃构件创造性地沿用至入户大门的新中式窗花，与方形的不锈钢顶棚相呼应。建筑体量亦贯通框架单元的几何美学，穿插运用艺术涂料、海洋板及金属材质叠加肌理层次。

The design responds to the architectural and cultural context of the ancient town, and meanwhile defines the spirit of the place based on a narrative relevant to daily life. The Neo-Chinese-style screen at the entrance gate combines liuli (colored-glaze) components of traditional architecture with the form of classical hollowed-out windows, echoing the stainless-steel canopy above. The architectural volumes are defined by the geometric aesthetic of frames, and are enriched by artistic coating, marine-grade plywood and metallic textures.

▼建筑外观，the building exterior ©云眠摄影工作室

一层原本属于室内的区域以内退的方式变为户外廊道，使室内和室外形成灰空间的过渡。虚实相间的框景辅以描边加固，序列矩阵的天花筒灯以及立面的“禁止符”道具灯，则是琉璃窗花的再度延续，其谐音梗“禁止流离”寄寓默契无间的人际生态和充满归属感的社群温度。

A former indoor area on the first floor is set back to turn into a veranda, which acts as a transition between indoor and outdoor spaces. The frame structures, with their edges being highlighted and reinforced, offer diverse framed views. The matrix of downlights on the ceiling, along with the prohibitive signs-inspired lighting fixtures on the walls, creates a welcoming vibe that evokes a sense of belonging.

▼建筑外观近景，close shot of the building exterior ©云眠摄影工作室

▼建筑入口近景，close shot of the building entrance ©云眠摄影工作室

无限叠加的“集合实验”

An experiment on hybrid functions

根据一层至三层各不相同的功能属性与私密度要求，空间业态依次定位于咖啡社交场所THE FRAME COFFEE，兼顾家具买手店与商拍陈设的JESSY HEBER GALLERY，以及设计工作室TRI-ORANGE DESIGN，逐层递进紫、绿、橙的不同品牌色进行差异化主题的场景营造。

According to the functional attributes and privacy requirements, the first, second and third floors respectively accommodate THE FRAME COFFEE, which provides a social place over a cup of coffee, the JESSY HERBER GALLERY that functions as a boutique furniture store and a venue for commercial photography, and the studio of TRI-ORANGE DESIGN. Different brand colors including purple, green and orange are utilized to create varied scenes on distinct themes.

▼咖啡厅概览，overview of the cafe ©云眠摄影工作室

设计团队包揽了咖啡空间的所有家具定制、庭院小品乃至平面包装，品牌名之中Ӓ的元素代表优质咖啡豆等级AA。自然与艺术共同叠造“看与被看”的随机舞台，人成为风景的一部分，以在地的体验和即兴的互动传递独属于新一代城市青年群体的美好生活场和精神栖息地。

The design team delivered holistic solutions for the customized furniture, yard adornments and visual identity of the coffee bar. The “Ӓ” in the brand’s name represents AA-grade coffee beans. Nature and art together produce a random stage of “see and be seen”, where people become a part of the scene. Through pleasant, interactive experience, the coffee space offers young people in the city a welcoming destination to enjoy life and rest the mind.

▼可以开合的咖啡厅橱窗，the cafe window ©云眠摄影工作室

▼由橱窗看向室内，a view from the window to the cafe interior ©云眠摄影工作室

▼咖啡吧台近景，close shot of the cafe bar ©云眠摄影工作室

▼咖啡厅用餐空间，dining space of the cafe ©云眠摄影工作室

▼咖啡厅桌椅近景，close shot of the table and seatings in the cafe ©云眠摄影工作室

从公共性的一楼上至预约制的商拍，涵盖国际大牌的正品家具售卖，亦以契合商拍审美的标准精心陈列布置。在大面积铺设的温暖木质肌底上，跳跃着清新感的荧光绿，洽谈区域的一扇圆形窗更覆以可移动的白板，塑造别有洞天的观感，探索“人与自然”关系的另类诠释。

A staircase leads from the public first floor upwards to the JESSY HERBER GALLERY, which sells genuine furniture pieces from international brands and provides an elaborately designed setting for commercial photography (reservation required). Large areas of wood set the warm tone of the space, which is complemented by a fluorescent shade of green. The negotiation area features a round window opening and a movable white screen, which allows for playful integration between people and nature.

▼商拍空间，the JESSY HERBER GALLERY ©云眠摄影工作室

▼商拍空间玄关，the porch of JESSY HERBER GALLERY ©云眠摄影工作室

▼商拍空间等待区，recreational space at the JESSY HERBER GALLERY ©云眠摄影工作室

▼商拍空间近景，close shot of the JESSY HERBER GALLERY ©云眠摄影工作室

▼建筑夜景，night view of the building ©云眠摄影工作室

▼庭院夜景，night view of the garden ©云眠摄影工作室

▼总平图，plan ©三橙立禾空间设计

▼入口立面图，elevation drawing of the entrance ©三橙立禾空间设计

▼建筑整体立面图，elevation drawing of the building ©三橙立禾空间设计

项目名称丨THE FRӒME

项目地址丨中国·杭州

项目面积丨850㎡