“無夜態，不旅遊”據相關統計，中國旅遊消費60%以上發生在夜間。在白天，重慶CBD極核區解放碑是人們忙碌工作的場所；而夜晚，它則變成了一個充滿活力與魅力的舞台。
“No nightlife, no tourism.” According to relevant statistics over 60% of tourism consumption in China occurs at night. During the day, Chongqing’s CBD core area at Jiefangbei is a place for busy work, while at night, it transforms into a vibrant and charming stage.
夜經濟
「目耳MUUUR」
解鎖CBD極核區的流量密碼
NIGITECONOMY
“MUUUR”
UNLOCKS THE FLOW PASSWORD OF CBD CORE AREA
∇ © ARCHIHOPE朱海博建築設計事務所 © ARCHIHOPE
走在重慶這座城市，你會感覺總有爬不完的樓梯，上不完的坎，這大概就叫“舉頭三米有人民”。正如朱海博設計團隊在2006平方米的目耳MUUUR裏構築出金屬叢林裏的山梯。
Walking in the city of Chongqing, you will always feel there are endless stairs to climb, obstacles to overcome. This is perhaps what they call “Three meters above one’s head, there are people.” Just as within the 2006 square meters of MUUUR, ARCHIHOPE’s design team have constructed mountain stairs in a metal jungle.
∇ © ARCHIHOPE朱海博建築設計事務所 © ARCHIHOPE
一、流量轉化：
Traffic Conversion
ARCHIHOPE創建了眼睛和耳朵盛宴–「目耳MUUUR」品牌，命名意在完全解放人的視覺和聽覺。
ARCHIHOPE have created a feast for the eyes and ears – the “MUUUR” brand. The naming is intended to fully liberate people’s vision and hearing.
品牌與定位確立後，IP的營銷轉化才是王道，製造多巴胺的永動機順勢分泌。黑夜產生了夜經濟，也為人創造出一個真實的自我，將自己的五感呈現出來，不會如同白天一般，在意行為細節和偽裝而導致產生距離感。「目耳MUUUR」的引流就在於給每個人一個逃離日常的理由，讓每個人都可以讓心靈“卸妝”，它激發的不是征服世界的野心，而是療愈、釋放和生活的渴望。
After the brand and positioning are established, the marketing conversion of the IP is the kingly way, and the perpetual motion machine that produces dopamine is secreted accordingly. The night has given rise to the night economy and also created a true self for people, presenting their five senses. Unlike during the day, there is no sense of distance caused by caring about behavioral details and disguises. The attraction of “MUUUR” lies in giving everyone a reason to escape from the daily routine and allowing everyone to “remove the makeup” of their souls. What it inspires is not the ambition to conquer the world, but the desire for healing, release, and life.
∇ © ARCHIHOPE朱海博建築設計事務所 © ARCHIHOPE
二、建築表皮：
Building Facade
ARCHIHOPE善於站在城市IP的維度增值項目“引力”，在辨識度方麵，結合環境的差異性、排他性、接受度等市場邏輯思考建築外立麵和商業門頭的對外形象。因此，設計師提煉出以衝孔板打造的異形建築表皮。
ARCHIHOPE is good at increasing the “gravitational force” of the project from the perspective of urban IP. In terms of recognition, considering the market logic such as the difference, exclusivity, and acceptance of the environment, they think about the external image of the building facade and commercial storefronts. Therefore, the designers extracted the special-shaped building skin made of perforated plates.
衝孔板打造的建築表皮，夜幕降臨，金屬帷幕仿佛為你撕開了一條神秘的通道。
The building facade crafted from perforated metal; as night falls, the metal curtain seems to tear open a mysterious passage for you.
觀眾從撕開的入口步入，內部空間交錯著LED、重金屬立麵及可望不可及的紅色階梯，你必須先走過逼仄的通道，才能尋找到踏上叢林中的山梯，設計將幾個動作便把觀眾的期待感拉滿。
The audience enters through an entrance torn open in the building envelope, stepping into an interior where LED lights, heavy metal facades, and unreachable red staircases intertwine. One must first traverse a narrow passage to discover the mountain stairs amidst the jungle, as the design unfolds several steps that fully heighten the audience’s anticipation.
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