一展設計/肖懿展 | 浙江義烏CC CLUB-以品牌記憶喚醒空間情緒-設計風向

在飛速的時代中狂奔，我們總希望身邊的人和事都能慢下來，而麵對積壓的焦慮與不安，選擇用音樂去釋放內心的壓抑，在霓虹燈光的閃爍中汲取靈感，成為Z時代夜生活忘卻煩惱、治愈生活的方式之一。

Running in the fast times, we always hope that people and things around us can slow down. Faced with the accumulated anxiety and restlessness, we choose to release the inner depression with music and draw inspiration from the flashing neon lights, which has become one of the ways to forget the troubles and cure the life in the nightlife of the Z era.

在Z時代群體的心中，夜生活需要鮮明的個性表達、非常規的視覺感受與熱鬧有趣的體驗，而在這裏，不按既定路線行事，每個人隻需要做好你自己，享受當下。

In the hearts of the Z age group, nightlife requires distinct personality expression, unconventional visual experience and lively and interesting experience, but here, instead of following the established route, everyone just needs to be yourself and enjoy the moment.

作為CC CLUB 品牌的升級空間，設計師希望通過燈光與色彩，創造新的社交場景，在平庸日常中製造一處充滿驚喜的夜生活新坐標。一展設計從社交本質入手，提取標誌性的“CC”元素，在塑造品牌記憶的邏輯中，利用變幻的燈光與藝術裝置，呈現出具有多重屬性的綜合社交空間。

As the upgrade space of CC CLUB brand, the designer hopes to create a new social scene through lighting and color, and create a new coordinate of nightlife full of surprises in ordinary daily life. The first exhibition design starts from the essence of social interaction, extracts the iconic “CC” element, and presents a comprehensive social space with multiple attributes by using changing lights and art installations in the logic of shaping brand memory.

品牌記憶引發魅力風暴

Branding makes charming hurriance

項目位於人潮彙集的潮流創意街區，在沿街的玻璃櫥窗中，設計將原用立麵結構保留，在透明的視錯覺係統中，宛如精致的情緒收納盒，向每個路過的行人傳遞著標誌性的品牌符號。當夜幕降臨，流光溢彩的燈光勾勒出感官的多重象限，在已知與未知中，彰顯著屬於Z時代年輕人的態度。

The project is located in the fashionable creative block where people gather. In the glass window along the street, the original facade structure is retained. In the transparent optical illusion system, it is like a delicate emotional storage box, conveying the iconic brand symbol to every passing pedestrian. When night falls, the colorful lights outline the multiple quadrants of the senses. In the known and unknown, the attitude of young people belongs to the age of Z era is revealed.

CC CLUB 從年輕群體的社交方式切入空間，重塑一個極具個性的情緒現場，打破夜店沉悶的空間印象，當夜晚被染上顏色，屬於這裏的活力時刻才真正到來。

CC CLUB cuts into the space from the social way of the young group, reshapes a highly personalized emotional scene, breaks the dull impression of the nightclub space, and only when the night is stained with color does the vitality of the place really come.

在年輕群體心理的洞察上，品牌記憶與設計達成了高度一致：通過空遍布空間的半圓形體與多媒體藝術裝置，映照了品牌名稱中“CC”的意象，以“Charm Capital”（魅力中心）詮釋了品牌對Z世代社群的感召：每個人在這裏都能找到表達自我的新方式，在群體認同的有效半徑內，喚起每個體驗者的心理慰藉。

In terms of insight into the psychology of young groups, brand memory and design have reached a high degree of agreement: the semi-circular shape and multimedia art installation covering the empty space reflect the image of “CC” in the brand name, and interpret the Charm Capital of the brand to the community of Generation Z: Everyone can find new ways to express themselves here, arousing the psychological comfort of each experiencer within the effective radius of group identity.

門廳撲麵而來的強烈色彩，混合著時間與空間的重疊交錯。設計在與品牌深入溝通中，通過標誌性的雙C圖形，延伸出具有強烈循環意味的能量磁場。在藝術和情景的邊界中，裝置上滾動的文字向每個人宣示：獲取快樂的方式可以很簡單！

The strong colors coming from the entrance hall are mixed with the overlapping of time and space. In the deep communication with the brand, the design extends the energy magnetic field with strong circulating meaning through the iconic double C graphics. At the boundary between art and scene, the scroll of text on the installation declares to everyone that the way to happiness can be very simple.

在變幻的燈光中，設計通過對背景牆形體與色彩的塑造，在重疊與交錯中，讓等候變得不再無趣，空間秩序也被重新定義。通過光線的對比與塑造，儲物櫃被巧妙隱藏在黑暗之中，在功能之上關照了公共空間的整體觀感。

In the changing lights, the design makes waiting no longer boring and space order is redefined by shaping the shape and color of the background wall in the overlap and interleaving. Through the contrast and shaping of light, the locker is cleverly hidden in the dark, taking care of the overall look and feel of the public space on the basis of function.

遇見隱藏的自己

Express Yourself

基於夜店形態的商業思考，在外界與喧鬧的舞池間，需要充分的過渡空間，而設計通過時空隧道燈光與情境的變幻，在進入之前，在空間中形成強烈的透視焦點，在有限中創造空間的無限延展。

Based on the commercial thinking of the nightclub form, sufficient transition space is needed between the outside world and the noisy dance floor. The design forms a strong perspective focus in the space before entering through the changes of the light and situation of the time tunnel, creating an infinite extension of space in the limited space.

強烈的色彩與材料的結合，藝術裝置的引入，在視覺遊戲中開辟出獨特的場域感知，在這裏，既可以召集好奇與快樂，也可以容納精神和情緒的交互。

The combination of strong colors and materials, as well as the introduction of art installations, opens up a unique field perception in visual games, where curiosity and happiness can be called together, and spiritual and emotional interactions can be accommodated.

由門廳與後場的過渡地帶，場域基調被設計師以巧妙的虛實手法把空間隔開，通過行進動線的折疊，在有限的空間扭轉中，將動線有效延長，在正式進入舞池前，透過細微的光線變化，為體驗者的情緒提供充分的緩衝地帶，整個空間製造一種深邃的神秘感。

From the entrance hall and the back of the transition zone, the tone of the field is separated by the designer with clever virtual and real techniques. Through the folding of the moving line, in the limited space torsion, the moving line is effectively extended. Before formally entering the dance floor, through the subtle light changes, to provide sufficient buffer zone for the emotions of the experiential, the whole space creates a deep sense of mystery.

情緒觸發場景記憶

Emotional Flied

在 CC CLUB 主廳的Party區，設計對於獨特的感官場景營造有著獨特的詮釋：設計師延續品牌的標誌性環狀意象，用連貫的設計手法將空間場域進行重新“解構”，在聽覺與視覺的雙重加持下，營造出具有實驗性的空間新秩序。

In the Party area of the main hall of CC CLUB, the design has a unique interpretation of the creation of unique sensory scenes: the designer continues the iconic ring image of the brand, re-” deconstructs “the space field with a coherent design technique, and creates an experimental new order of space under the dual support of auditory and visual.

通過有效梳理舞池的動線，在不大的空間中了兼顧了使用感受與品牌商業的雙重思考。在舞池燈光的變幻中，組合為具有強烈秩序感的藝術裝置，人與人之間久違的能量交換，在此刻被徹底喚醒，建立起漂浮城市中的新型關係。

By combing the dynamic lines of the dance floor effectively, the double thinking of using experience and brand business is taken into account in a small space. In the changing lights of the dance floor, the combination is an art installation with a strong sense of order. The long-lost energy exchange between people is completely awakened at this moment, establishing a new relationship in the floating city.

當音樂響起，每個細胞都隨著燈光而悅動。在走廊區域，通過反複折射的映像，設計盥洗區域強調視錯覺的營造，空間邊界被一次次的消解、融合，激發體驗者的感官世界之餘，碰撞出一個極具視覺張力的透視空間，空間感受也更加通透疏朗。

When the music plays, each cell is excited by the light. In the corridor area, the bathroom area is designed to emphasize the creation of optical illusion through repeated refracted images. The space boundary is dissolved and fused again and again. Besides stimulating the experiencers’ sensory world, a perspective space with great visual tension is created, and the space experience is more transparent and spacious.

從傳統夜店昏暗擁擠的環境體驗，到CC CLUB以燈光與感官秩序構建的奇妙幻境，設計見證了群體需求與自我表達的更迭：走出越來越熟悉的“舒適區”，不斷突破自我的邊界，這是一場關於勇敢與真誠的討論。

From the dark and crowded environment experience of traditional nightclubs to the fantastic fantasy built by the light and sensory order of CC CLUB, the design witnesses the change of group needs and self-expression: stepping out of the increasingly familiar “comfort zone” and constantly breaking through the boundaries of self, which is a discussion about courage and sincerity.

而設計所營造的，是對於自我的勇敢表達與麵對，在沉浸式的感官體驗中，一展設計延續品牌對於當代休閑方式的思考，在CC CLUB 富有安全感的社交體驗中，人與人的信任被重新鏈接，設計給予了人們心理的中熟悉的安全感和情緒鏈接，而這也是品牌與設計為都市夜生活休閑模式的當代思考。

What the design creates is the brave expression and face of the self. In the immersive sensory experience, the design continues the brand’s thinking on the contemporary leisure way. In the social experience of security in CC CLUB, the trust between people is re-linked, and the design gives people the familiar sense of security and emotional link in their psychology. This is also the contemporary thinking of brand and design for urban nightlife leisure mode.

∇ 平麵圖