本案位於汕頭東部的一個舊廠房改造的辦公樓二層，集恩是一個以Fanpin梵品木飾麵為主要載體的木作展廳，以木飾麵為基礎，衍生了不鏽鋼定製，櫃體定製為一體的展示空間。
JIEN is a franchisee of wooden veneer brand Fanpin. The company opened a new showroom centering on Fanpin’s wooden veneer products. The space sits on the second floor of an office building repurposed from an old factory in the east area of Shantou City. This showroom mainly focuses on wooden veneer display whilst also incorporating customized steel and cabinets.
品牌探索 Brand Exploration
Fanpin梵品，以木材為杯，飲自然之靈，回歸自然感知動人，感悟萬物本質之美的意念。創造可感知的自然和與眾不同，從而Fanpin梵品每一張板材的誕生，都是種美存在。（源自梵品官網）
Taking wood as the medium and draws on the quintessence of nature, Fanpin is dedicated to creating tactile, distinctive and aesthetic wooden panels.
集恩在潮汕經過5年的沉澱，與潮汕地區設計師已經有了互動的基礎，同時也讓市場對梵品木飾麵有了一定程度的認知，艾克建築認為這並不是一個開辟新市場的行為，而是如何穩固市場與讓市場進行裂變的行為。設計中並不是要體現木飾麵本身，主要的是要讓市場知道集恩能做什麼，一個從賣產品到定製與項目執行的行為差異，這是在展廳的設計中最重要的環節。
Having been based in Chaoshan Region for 5 years, JIEN has established a network with local design community, and has also enhanced the visibility of Fanpin’s wooden veneers in the local market. This time, JIEN invited AD ARCHITECTURE to conceive the new showroom. AD ARCHITECTURE didn’t regard this project as JIEN’s attempt to exploit new market but to consolidate and further expand the existing market. Therefore, in addition to displaying the franchiser’s wooden veneers, the design team focused more on conveying JIEN’s own capabilities of creation. The key of the design shifted from products selling to the communication of the brand’s competence in creating and executing customized furniture solutions.
如何引流雖然是商業設計中很核心的問題，但是，本項目更重要的是如何讓這個品牌產生粘性，以及讓更多人知道，集恩不隻是做木飾麵，而是可以完成獨立的家居係統定製體係。
How to attract customers is a core issue needed to be figured out in commercial space design. However, for this project, what matters most is how to enhance JIEN’s brand stickiness, and how to let more people understand that JIEN is capable of independently customizing home furniture system solutions in addition to selling wooden veneer products as a franchisee.
設計探究 Design Exploration
集恩不隻是一個展廳，而是一個藝術、溫暖、私密的會客廳。
Therefore, AD ARCHITECTURE designed a space that not merely functions as a showroom, but more importantly, an artistic, warm and private “reception room” for JIEN.
空間本身是一個容器，而我們試圖探索產品與人的感受。在平靜的空間中感受時間的啟發，先關注空間與產品在空間中質感的魅力再去解讀產品與工藝。
The space itself is a container. The design team tried to explore products presentation and people’s experience in it, hoping to stimulate visitors to feel the charming textures of the space and products, and then to interpret product details and craftsmanship.
寬敞明亮的空間感，以自然的質感，自然的光給空間最真實的反饋。空間與人的互交在我們的設計中特別的被重視。極大地改變了現有建築的空間和組成關係，有利於空間結構、材料和色彩的選擇與調和，並在建築和場所之間建立了一種新的流動。
The small-scale space appears expansive and bright, and features natural textures. AD ARCHITECTURE emphasized the interaction between people and space. The design greatly transformed the existing architectural space and composition, to enhance the coordination of spatial structures, materials and colors, and to create new fluidity between the architecture and the spatial realm.
人總是能在跳出習慣的時刻獲得驚喜，而這種驚喜的差異化是我們一手策劃的……
The design team deliberately created unexpected, differentiated surprises in the space.
空間闡述 Spatial Narratives
200平方米的空間用一種果斷的行為，分成三個部分，入口接待，木飾麵展示與辦公，項目執行展示與接待。
Occupying a floor area of 200 square meters, the overall space is composed of 3 major functional zones, including reception foyer, wooden veneers display & office area, customized furniture solutions display & reception area.
入口接待區去接待台的設計也是我們在商業領域的一次大膽的嚐試，而這樣的嚐試也是因為當代商業的收銀方式在產生變化。雖然去接待台，但入口的石頭卻有著接待的暗示，無人的空間狀態下，也在安靜的闡述了空間禮貌與謙遜。
No front desk is set at the reception foyer. This is a bold attempt, which is based on the consideration of the changing ways of payment recently. Conventional front desk is replaced by a piece of stone, which welcomes visitors in a low-profile posture.
空間的中心由兩大部分組成，產品展示位於進入空間的左側，簡單中強調秩序，通過產品展示來強調空間的序列感，強調產品的美學理念。不鏽鋼與自然石頭的展示台，初步訴說到了產品定製的核心理念，右側為辦公區，簡潔的辦公功能搭配背麵木飾麵活動樣板展示，簡潔大氣。
The wooden veneer display & office area occupies the central part of the space. Products display is arranged at the left section inside the entrance. This simplistic space presents a sense of order through products display, and highlights the aesthetic of products. The unique display stand made of stainless steel and stone implicitly conveys JIEN’s core idea of product customization. The office is on the right side. Concise working functions are integrated with a backdrop of movable wooden veneer samples, showing a simplistic and neat image.
進入空間的第三個部分既是接待區，空間立麵是櫃體的展示，雖然空間較小，卻將廚房係統、衣櫃係統、酒櫃係統、鞋櫃係統以一種統一協調的方式一一陳列展示出來。空間的中心是一張定製的接待台，是一個拉近人與人之間細膩關係的中心，這是一個私密與舒適的過程。
The third major functional space combines reception and the purpose of displaying JIEN’s bespoke home furniture solutions. Cabinets are displayed on interior facades. In this small-scale space, kitchen system, closet system, wine cabinet system and shoe cabinet system are showcased in a unified, coordinated manner. In the middle is a customized reception desk, which is a center that brings people closer together and provides private, comfortable experience.
空間如何變得有探索感，通過製造以小見大的空間效果，先抑後揚。目的是為了創造內向型的空間和開放的擴展。
As approaching this project, the design team worked to create an explorative spatial experience, and to obtain the effect of revealing a big picture through a small-scale space. The goal was to create an introverted but freely expanding spatial realm.
天花中的形體人為的製造了自然的天光，這樣的光是一個最舒適的狀態，同時也是最真實的反映產品本身的狀態，充分解讀了產品/光與空間的關係，讓人產生直接與真誠的態度。
Large areas of ceiling lighting produce a comfortable atmosphere, and help reveal the true state of products. The design fully interpreted the relationship among products, light and space, conveying a sincere attitude.
這是艾克建築設計團隊在用西方的設計秩序來建樹東方的空間情緒與哲學的再一次實踐。
This project is AD ARCHITECTURE’s another attempt at applying Western design logic to construct Oriental spatial emotions and philosophy.
Δ 平麵圖 Plan
項目信息——
項目名稱：集恩木作展廳
項目業主：集恩木作
設計機構：艾克建築設計
總設計師：謝培河
設計團隊：艾克建築
項目地點：廣東汕頭
建築麵積：200㎡
主要材料：手工塗料、地毯、不鏽鋼、梵品木飾麵
設計時間：2021年5月
竣工時間：2021年11月
攝影師：歐陽雲
Project Information——
Project Name：JIEN Woodwork Showroom
Client：JIEN
Design Firm：AD ARCHITECTURE
Chief Designer：Xie Peihe
Design Team：AD ARCHITECTURE
Project Location：Shantou, Guangdong, China
Project Area：200 Square
Meters Main Materials：Handmade Paint, Carpet, Stainless Steel, Wooden Veneer
Start Time：May 2021
Completion Time：November 2021
Photographer：Ouyang Yun
