深圳东大街佳纷天地|狐狸之家
The Karfun World | Fox House
佳兆业商业首个佳纷系社区购物中心-深圳东大街佳纷天地，亦是旧改项目，通过对项目定位的重新梳理、业态结构的重塑、外立面的改造升级等，将沉寂十五年的东大街商业项目焕新面世。
深圳东大街佳纷天地项目定位的重点特色，为围绕儿童年龄层打造“少年的快乐第三空间”的目标出发，为了符合儿童快乐感受的定位，提示出这是深圳布吉片区娱乐、教育、儿童、休闲最完善的室内主题街区。
The Karfun World located at Shenzhen East Street is the first Karfun-branded community shopping center developed by Kaisa Group, which was also a renovation project. We successfully revived the commercial project, which had been underperforming for 15 years, by re-adjusting its market positioning, re-shaping its structuring for businesses, and modifying and upgrading its facades.
The principal market positioning for the Shenzhen East Street Karfun World follows the goal of building “youngsters’ third space of joy” for children of different ages. To pronounce the project’s market positioning of providing a joyful experience for children, we made it very elaborative for the project to be Shenzhen Buji Subdistrict’s most comprehensive themed shopping-district for entertainment, education, children’s activities, and recreation.
特意在IP形象的选型上面选择了“狐狸”动物的形象，因为狐狸给人有一种活泼、灵动、积极向上的印象，是森林间最多变的动物形象，这个符合小朋友天真好动活泼的印象，同时打造IP的时候也需要结合建筑环境的硬装条件，因为项目整体为改造项目，硬装结构是沿用着建筑原有结构的基础上改造而来的，着重对外观与内部装饰进行重新打造，所以IP的布局、雕塑的尺度、造型都需要严格依照建筑的受力分布情况而定，原有限制比较大，所以要在这个范围内找到可控的范围是这个IP创造过程中的重点。
We purposefully chose a fox as the representing character for the intellectual property (IP) components of the project. A part of the reasoning that supported this choice derived from the good impressions left by foxes on people, such as vibrant, clever and positive; besides that, fox, as the most animated animal living in woods and forests, largely resembled the active and energetic sides of children. Another part of the reasoning derived from the project’s renovating nature, as a result of which the current physical construct of the project was modified based upon the old construct by re-shaping both the interiors and exteriors. As a part of the construction process, the locating, sizing (for sculpture), and modeling for the IP components need to physically befit the overall physical construct of the project based on the force distribution of buildings. We were facing great challenges because of the aforementioned limitations; therefore, making sure the construct of the IP components physically feasible and controllable were one of our top priories when designing the IP components as well as the fox character.
▼设计效果图Design Rendering
建筑的外立面经过重新改造后，留有几个大型酒杯样子的凹位，于是我们想象着，整体建筑就像是狐狸兄弟的家，凹位就像是狐狸之家的窗口，故事就在这里发生，几位兄弟各占领窗口，一不小心，它们把泡泡池的盖子打翻了，瞬间整个房间都充满了泡泡，仿佛一下子钻进了泡泡的游乐世界，很快，狐狸兄弟沉醉在泡泡的梦幻探索之中，穿越在巨大的泡泡池里，音乐，阳光，泡泡在一起激起缤纷的色彩，他们时而追逐，时而打闹，时而吹响起泡泡的音乐，这些音乐的节奏仿佛是游戏胜利的号角，当然，这份探索的乐趣，他们也愿意一起分享给被选中的朋友，一起游戏，一起打闹，带给他欢乐与笑容。
There were serval wine-glass-shaped inward-facing recesses left on the facades of the buildings after the re-modeling. So, we decided the overall physical construct of the project to be the “home” for the fox and its brothers, while the recesses to be the “windows” of their home; and each of the foxes takes up one of the recesses. From this point on, the fictional narrative for the project began to take shape – the foxes accidentally knocked over the cap for their bubble pool, and the whole room was quickly turned into a joyful bubble world filled with bubbles. The fox brothers were enjoying themselves in their dreamy adventure in the giant bubble pool while frolicking and chasing each other around and playing bubbling tones accompanied by the colorfulness of the dancing bubbles under sunshine. The tones they were humming were like bugle calls that marked the victory of a game. Of course, they were willing to share their enjoyment for the adventure with friends chosen to play and frolic around with them together so they could bring their friends smiles and joy as well.
▼实景图On-site Picture
项目名称：深圳东大街佳纷天地
项目地点：广东省深圳市龙岗区中翠路68号
作品名称：狐狸之家
作品尺寸：max.H10600mm
作品材质：不锈钢、亚克力、发光二极管
设计单位：广州市高加数字化建造科技有限公司
主创设计：关加炫
艺术总监：陈昭
设计周期：2019.01~2019.04
业主单位：佳兆业
建造单位：壹站汇
建成时间：2020.04
摄 影：麦肇峰
Project name：The Karfun World
Project location：No. 68, Zhongcui Road, Longgang District, Shenzhen, Guangdong Province
Name：Fox House
Size：max.H10600mm
Material：stainless steel, Acrylic, LED
Designer and Builder：GOGAR (GZ) Digital Fabrication Technology Co. Ltd.
Main designer：Guan Jia Xuan
Artistic Director：Chen Zhao
Design cycle：2019.01~2019.04
Estate developer：Kaisa
Builder：Yi Zhan Hui
Completion time：2020.04
Photography：Mai Zhao Feng
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