閩南語中“奧蘇阿｜aosua”的意思是後山，來自於童年記憶裏那座無名之地.隨著時間，記憶裏的後山在消失，相應的這個名稱也被逐漸淡忘……——李文強
“In Minnan language, the term ‘aosua’ means ‘back mountain’. The obscure back mountain in childhood memories disappeared as time passed, and its name was also gradually forgotten…”— Li Wenqiang
NEOBIO | 奈爾寶作為中國原創室內玩樂品牌，以高品質空間和超創意內容，每到一城即成為當地的親子地標。繼奈爾寶深圳店之後，李文強領銜PIG Design再度為品牌打造上海新店，在高度現代化的城市文明中，差異化重塑一座根植於自然而充滿探索情境的“後山”。
NEOBIO is an original Chinese indoor entertainment brand focusing on high-quality space and super-creative content. Every time it arrives in a new city, it becomes a landmark for local parents and children. After completing its Shenzhen store, PIG DESIGN led by Li Wenqiang was invited to conceive the brand’s new premise in Shanghai. Amidst a highly modernized urban context, the project’s differentiated design = reshapes a ‘back mountain’ that is rooted in nature and provides an exploratory environment.
都市背景的“柔性”注腳
“Soft” presence in the urban context
項目所在地浦東張江，作為中國硬核科技的集聚區，某種程度上折射著人類未來的創新遠景。外星生物體般的建築萌態，與之構成異質的對比卻又互為協調的補充。立麵延續品牌的主色並中和為大地黃，契合自然主題。“奶嘴”符號連同一係列弧形的門與開窗，跳脫於灰度的城市背景，以“陽光朋克”的立體雕塑，包裹孕育新生的“歸巢”。
The project is located in Zhangjiang Town, within Shanghai’s Pudong New Area. Zhangjiang is an area with many of China’s cutting-edge technology companies, and to some extent, it reflects the innovative prospects for humanity’s future. NEOBIO’s new store in Shanghai features an extraterrestrial organisms-like singular architectural appearance, which contrasts yet coordinates with Zhangjiang’s built environment. The building’s facade extends the brand’s main hue and neutralizes it as an earth-toned yellow, perfectly matching the natural theme. The pacifier-shaped visual symbol along with a series of curved doors and windows stand out against the gray urban backdrop, creating a three-dimensional “Solarpunk” sculpture that wraps up a “nest” that nurtures new life.
記憶覺醒的“第二自然”
“Second nature”
閩南語中“奧蘇阿｜aosua”的意思是後山，童年記憶裏的那座無名之地，隨著時間，逐漸在消失和被淡忘……層疊視錯的入口仿佛時空洞窟，夾雜著光影下的反差，重啟一場想象力的漫遊。“山”的輪廓賦形於換鞋區大小尺度的空間界麵和家具模塊，以抽象的色彩及圖案拚接自然記憶，倒掛其間的絨草裝置更添注超現實的意趣。
The layered and irregular entrance mimics a time cave that is mixed up with contrasting light and shadow, opening up a journey for imagination to roam. The silhouette of “mountain” transforms into a shoe changing area with various large and small spatial surfaces and furniture modules. This area uses abstract colors and patterns to depict memories of nature, while the velvet grass installation adds a surreal visual appeal.
當空間呈現的形態與暗含的活動背景之間存在同構關係，場所便有了性格。於此處，正在發生的城市童年與回不去的兒時後山，成長中的孩童與一個成人“內在的小孩”，不同角色故事疊加糅合似曾相識而全然新異的幻景，承載一種集體的場所記憶，補足日常生活的意義，衍生出新的體驗和感受。
An isomorphic relationship exists between the spatial forms and the activity background, hence giving the entire place a unique character. The presently occurring childhood in the urban context, and the long-gone “back mountain” in childhood memory, children who are growing up, and adults who have an “inner child”, all those different roles and stories mix together, creating seemingly familiar yet completely new scenes, which sustain a collective memory of this place and generate new experiences and emotions.
“虛擬現實”的敘事體驗
Storytelling experience that fuses the real and the illusionary
主體空間呈現雙層結構，容納豐富的縱深場景和內部陳設密度，“後山”則是貫穿始終的母題。彩虹、太陽、雲朵、月亮，圍繞中軸的山神柱展開布景，將斑斕熾烈的簡筆塗鴉化作具象輪廓的真實體驗，喚醒記憶神經中的空間好感。大自然的調色盤賦予空間全尺度光譜，眾多視覺要素統一為生動的全景。尤似馬蒂斯的理想，“用色彩在畫麵上奏出音樂”。
The main space is a two-level volume that contains scenes with rich depth and interior furnishings. “Back mountain” is the theme that runs throughout the spatial design. Rainbow, sun, cloud and moon elements are set around the central mountain column. Their colorful, vivid and simple scribbles become concretely real experience, stimulating an affinity for this space. Nature’s palette endows the space with a full color spectrum, while numerous visual elements unite to create a lively holistic scene. It echoes Henri Matisse’s idea of playing music on the canvas by using colors.
看得見的世界不再是真實，看不見的世界不再是夢境。我們正進入新型的教育時代，它的目的不是傳授，而是發現。容性的交互場景構築山野林間般的有機情境，賦予局限的場地以無窮的探索之趣。新世代在時空上無法親曆的“風景”，經由設計想象和藝術化表達，重構為“乘之愈往，識之愈真”的認知天地，透過全身心的通道去發現自然，感知時節。
The real and the illusionary intermingle in this space. The new era of education focuses on encouraging children to discover rather than merely imparting knowledge. In this limited space, inclusive, interactive scenes form a spatial environment filled with mountain, field and forest elements, bringing infinite possibilities for exploration. Through bold imagination and artistic expression, the design brings “natural scenery” into the space, creating a desired destination for kids where they immerse themselves into discovering nature and perceiving seasons.
細節尺度與人本溫度
People-friendly details and scales
自由動線串聯的空間序列中，多維度視角的關注點落在個體的人。記憶的灰度注入低飽和、弱對比的用色方案，吸納自然的溫暖肌理。照明亦多以白色燈膜貼近自然光的方式營造大麵積漫反射的舒適光環境。
The free circulation route connects a series of spaces, and shows the emphasis on users in various aspects. The design adopts a low-saturation and weak-contrast color scheme, and absorbs naturally warm textures. The white light membranes simulate daylight, producing a freely-diffusing and comfortable light environment.
結合流線型的邊界和圓角設計，環保材料和防滑保護，以及動態呈現的功能係統，在清晰易懂和激發好奇之間實現細膩的平衡。
Streamlined boundaries and round corners, environment-friendly materials and anti-skid treatments, as well as the dynamically presented functional system, achieve a delicate balance between clarity and curiosity.
自然回應與記憶疊加
Response to nature and childhood memories
“後山”是一座記憶的產物，通過自然造境，引導人與空間的有趣交互，和人與自然的溫柔互動。這個時空錯位穿插的“意識迷宮”，既代表過去的記憶又連接著未來。
Taking “back mountain” as the design theme, the project is a product of memories. The design uses natural elements to create spatial scenarios, guides users to interact with the space in playful ways, and encourages heartwarming communication between people and nature. This “consciousness maze” represents past memories, whilst also connecting with the future.
這是一部寫給孩子也寫給成人的童話，感性的共鳴和陪伴的印記足以蘊育啟發智性、激發感受的種子，並在未來長成反觀人生的一片樹林。
This project creates a fairyland for both adults and children. It provides a place where parents and kids spend time together, which helps cultivate a “seed” for enlightening and inspiring children and this “seed” will grow into a “forest” as they growing up in the future.
∇ 一層平麵 1F plan
∇ 二層平麵 2F plan
項目信息
項目名稱｜NEOBIO奈爾寶
項目地址｜上海市浦東新區哈雷路536號
設計公司｜皮愛紀設計PIG DESIGN
工作室網站｜pigdesign.art
主創設計｜李文強
設計團隊｜朱義雲、顏俊俊、楊誌偉、劉超、錢蒙蒙、沈滔滔、程亮
主要材料｜塗料、皮革、金屬、石材、鏡麵亞克力
項目麵積｜4000平方米
燈光設計｜Yaank向楊照明
家具品牌｜PIG DESIGN
項目攝影｜榫卯建築攝影SFAP
視覺導示｜江平
視頻導演｜李文強
視覺特效｜錢超凡
聲音藝術｜王浙輝
視頻編劇｜李文強
視頻攝像｜榫卯建築攝影SFAP
Project name: NEOBIO SHANGHAI
Location: No. 536 Halei Road, Pudong New Area, Shanghai
Design firm: PIG DESIGN (pigdesign.art)
Chief designer: Li Wenqiang
Design team: Zhu Yiyun, Yan Junjun, Yang Zhiwei, Liu Chao, Qian Mengmeng, Shen Taotao, Cheng Liang
Main materials: paint, leather, metal, stone materials, acrylic
Area: 4,000 square meters
Lighting design: Yaank
Furniture: PIG DESIGN
Photos: SFAP
Visual guidance: Jiang Ping
Video director: Li Wenqiang
Visual effects: Qiao Chaofan
Sound art: Wang Zhehui
Video script: Li Wenqiang
Video filming: SFAP
