广州雪蕾香氛博物馆 / HHD深圳华汇设计

从抽象意象到实体转译：空间叙事的精妙构思：该项目最核心的亮点在于其对抽象概念“香气”的具象化和空间化表达。建筑师从中国传统香文化和西方香氛工艺中汲取灵感，将“香气从大地升腾至罐装凝固”的过程，通过建筑的体量和空间序列进行诗意转译。雄浑的基座象征大地，而轻盈、多孔的圆筒结构则抽象了蒸馏器，暗示着香氛的淬炼过程。这种将无形感官体验转化为有形建筑语言的叙事手法，使得建筑本身成为一个深刻理解香氛历史和工艺的媒介，极大地提升了项目的文化内涵和设计深度。

材质的张力与感官对话：红砖、玻璃与光影的交织：设计巧妙运用了红砖的“重”与玻璃的“轻”之间的材质张力，构建了丰富的感官体验。厚重的红砖圆筒通过精湛的手工砌筑工艺（砖花、拔砖、镂空砖）赋予建筑坚实的质感和有机的呼吸感，象征着香氛原料的厚重和历史积淀。与之相对的是通透的玻璃界面和悬挑长廊，它们模糊了室内外边界，引入光影变化，模拟香气在空气中的流动与弥散。这种“嗅觉的物质化”不仅在视觉上创造了动态的画面，也为参观者提供了触觉和视觉上的多重刺激，实现了空间与感官的深度融合。

城市界面与功能场域的策略性划分：项目在场地布局上展现了清晰的城市设计策略。设计师将场地划分为北侧的紧凑产业园和南侧开敞的文化广场，成功地在产业高地界面中植入了一个面向公众的文化地标。通过低矮体量塑造宜人的城市界面，并将博物馆核心体量释放出大量的公共空间，为文化活动和展览预留了活力界面。这种功能与姿态的平衡，使得博物馆在服务于企业品牌传播的同时，也积极地融入和贡献于城市公共生活，实现了总部园区与文化地标的有机统一。

The ancient Chinese classic "Book of Rites" states: "Burning incense to cultivate virtue." From primitive ancient sacrifices, the ritual systems of temples, the flourishing of incense affairs in royal courts, to the rise of the folk incense way, incense has a long and widespread history in China, possessing medicinal, religious, aesthetic, and cultural attributes.
《礼记》云：“焚香以养德”，从上古的原始祭祀、庙堂的宗教礼制、王室的香事盛行到民间香道兴起，香在中国曾经源远流长并被广泛使用，具有药用性、宗教性、美学性和文化性。

The focus of Western incense culture differs from that of Chinese incense culture; it is more closely related to chemistry, commerce, the court, and industrialization. In the 19th century, with the development of chemical processes, the advent of synthetic fragrances, and the proposal of perfume molecular structure theory, modern Western fragrance culture began to spread to the masses. Today, incense culture has become an integral part of global lifestyle aesthetics.
西方的香文化与中国香文化侧重点不同，它与化学、商业、宫廷、工业化更密切相关。19世纪，随着化学工艺的发展、合成香料的问世和香水分子结构理论的提出，西方的现代香文化开始普及大众。如今，香文化已经成为全球生活美学的一环。

Contemporary fragrance culture mainly originates from the West and entered China alongside the Industrial Revolution and consumerism. Guangzhou Xuelei adheres to the original intention of inheriting Eastern fragrance culture and is dedicated to building China's first fragrance museum. We hope that the aromas here will shed commercial labels and reveal their historical depth and artisanal essence, arousing a deep connection between people and nature through the formal language of architecture and immersive spatial experience. Therefore, we draw inspiration from natural mountains, translating the majestic land into a light pedestal, as if the fragrance rises from the earth, slowly ascending into the bottled columns symbolizing fragrance craftsmanship, solidifying as part of perfume culture history and industrial civilization.
当代香氛文化主要源于西方，伴随着工业革命和消费主义进入中国。广州雪蕾秉持东方香氛文化传承初心，致力建造中国首个香氛博物馆。我们希望这里的香气，去掉商业的标签，展现出其历史底蕴和匠心本质，通过建筑本身的形式语言和沉浸式的空间体验，唤起人与自然的深层联系。因此我们从自然山体汲取灵感，将雄浑土地转译为轻盈的基座，如香气从大地中升腾，然后慢慢向上，进入象征着香氛工艺的罐装柱体，凝固为香水文化历史和工业文明的一部分。

Fragrance, as an intangible sensory experience, interweaves with emotions in the air through scent, yet it is often overlooked by the visual language of architectural space. In the Guangzhou Xuelei Fragrance Museum project, architecture expands its sensory boundaries within the intangibility of fragrance, serving as a container for scent, ultimately becoming a convergence point for memory and sensation. Adhering to the concepts of openness, collaboration, and sustainable development, the Guangzhou Xuelei Fragrance Museum will not only be a highly attractive museum but also an ideal destination for the public to learn about the historical evolution, traditional craftsmanship, and modern technology of fragrances, and to experience cutting-edge fragrance creation development. Through architectural vocabulary, it transforms the intangible nature of scent into a tangible experience, creating an important venue for exchange and communication between Chinese and foreign fragrance cultures.
香氛作为一种无形的感官体验，它以气味与情感在空气中交织，却往往被建筑空间的视觉语言所忽略。在广州雪蕾香氛博物馆项目里，建筑在香氛的无形性中得以拓展其感官的边界，承载气味的容器，最终成为记忆与感官的交汇点。秉承开放、协作与可持续发展的理念，广州雪蕾香氛博物馆不仅是一个极具吸引力的博物馆，也将成为公众了解香氛历史沿革、传统工艺与现代科技，体验前沿香氛创作发展的理想目的地，通过建筑语汇将气味的无形转化为有形的体验，营造中外香氛文化交流沟通的重要场所。

Section View

剖面图

Project Location and Background

The Guangzhou Xuelei New Headquarters Park project is located in the core area of the Guangzhou Science Park, commanding an urban interface of an industrial highland. The design starts from a dual perspective of "Industry + Culture," planning the corporate headquarters and the fragrance museum adjacently. Between the compact office area and the open cultural plaza, it shapes an open and shared urban cultural interface. The site is enclosed on three sides by North Tai Road and two other urban branch roads. Based on the judgment of the site's characteristics, the design divides the site into northern and southern functional fields. The northern industrial park adopts a compact "Hui" (回) shaped layout to accommodate daily office functions. The deliberately designed low-rise building volume on its east side forms a continuous urban interface with a pleasing scale. The southern museum area, however, is released for a large amount of open space, creating an expansive museum forecourt connecting with the North Tai Road interface and street corners, capable of hosting various cultural activities and open-air exhibitions, reserving a vibrant cultural gathering place for the city.
项目区位及背景

广州雪蕾新总部园区项目位于广州民科园核心地带，坐拥产业高地的城市界面。设计以“产业+文化”的双重视角出发，将企业总部与香氛博物馆并置规划，在紧凑的办公区与开阔的文化广场之间，塑造出开放、共享的城市文化界面。场地由北太路与其余两条城市支路三面围合，基于对场地特质的研判，设计将场地划分为南北两个功能场域，北侧的产业园以紧凑的“回” 字型布局承载日常办公功能，其东侧刻意设计的低矮建筑体量，形成了尺度宜人的连续城市界面。而南侧的博物馆区则被释放出大量开敞空间，在与北太路相接的界面及街角区域，营造出开阔的博物馆前广场，足以容纳各类文化活动与露天展览，为城市预留出一片充满活力的文化聚集地。

The Poetic Construction of Space: The Flow of Scent

The fragrance of various organisms in nature flows freely in the air, forming an intangible "landscape." We hope to recreate this process of scent flow in nature through architectural design. The core form of the building originates from a poetic architectural interpretation of the fragrance crafting process—the main structure, enclosed by eight red brick cylinders of varying sizes, is an abstract translation of a perfume still, alluding to the refinement process from raw materials to final product. We chose red brick as the core material, not only because its dense texture perfectly resembles the soil where fragrance raw materials grow but also because of the warmth carried by hand-laid masonry: through diverse techniques like brick patterns, protruding bricks, and perforated bricks, the wall surface presents delicate layers under changing light and shadow, much like the intangible flow of scent in space, infusing the building with a soft humanistic texture.

The transparent and outward-facing ground floor creates an urban living room, adopting an attitude of welcome and openness towards the plaza, the city interface, and passersby. The inward-focused cylinders house the museum exhibition halls, paying more attention to exhibition narrative, the circulation of fragrance, and the feelings and experiences of people within the space. The dialogue between the heaviness of the red brick and the transparency of the glass presents the "materialization of olfaction"—scent flows through brick gaps, light, shadow, and air, thus creating a seamlessly connected atmosphere, balancing the relationship between light and heavy, virtual and real, allowing scent and space to interweave and form a harmonious whole.

The folding glass interface on the ground floor constitutes a subtle experiment in visual contrast—the transparent facade pieced together by colored glazed glass allows the indoor installations and crowd activities to interweave with the building's reflection in the mirrored pool and the clouds in the sky, forming a dynamic picture, as if the invisible fragrance is slowly emanating from the building into the urban fabric.

This material dialogue between "heavy" and "light" continues in the four-story concave glass corridor—this corridor, cantilevered on the building's exterior, serves as both a viewing platform offering panoramic views of the green axis of the Science Park, and as the building's "window," allowing people to glimpse the fragrance narrative inside the museum, creating an interactive relationship of seeing and being seen.

The narrow, long strip windows intentionally preserved at the intersections of the cylinders resemble the vents of traditional incense burners, allowing light and air to naturally penetrate the interior like fragrance. When sunlight passes through the glass and casts mottled shadows on the red brick walls, the entire building transforms into a three-dimensional architectural poem about scent, time, and memory.
自然界中各种生物的香气在空气中自由流动，形成了无形的“景观”。我们希望通过建筑设计的方式，重现这种自然界的气味流动过程。建筑的核心形态，源于对香氛工艺的建筑化诗意诠释 —— 八个大小不一的红砖圆筒围合而成的主体结构，是对香水蒸馏器的抽象转译，暗喻着香氛从原料到产品的淬炼过程。我们选择红砖作为核心材质，不仅因其敦厚肌理恰如香氛原料生长的土壤，更在于手工砌筑所承载的温度：通过砖花、拔砖、镂空砖等多元工艺，让墙面在光影变化中呈现出细腻层次，恰似香气在空间中的无形流动，为建筑注入了柔和的人文质感。

通透外向的建筑底层营造出一个城市客厅，面对广场、城市界面和往来的人们是欢迎与开放的态度；聚焦内向的圆筒是博物馆的展厅，更关注展览叙事、香氛流转与人们在空间中的感受与体验。红砖的厚重与玻璃的通透形成对话，呈现出“嗅觉的物质化” —— 气味在砖缝、光影与空气中流动，从而创造出一种无缝连接的氛围，平衡轻与重、虚与实的关系，使气味和空间彼此交织，形成和谐的整体。

建筑底层的折动玻璃界面构成了一场精妙的视觉反差实验——由彩釉玻璃拼接而成的通透立面，让室内的装置陈列与人群活动，与镜面水池中的建筑倒影、天空云影交织成动态画面，仿佛无形的香气正从建筑内部向城市肌理缓缓弥漫。

这种 “重” 与 “轻” 的材质对话，在四层的反弧玻璃长廊中得到延续——这条悬浮于建筑表面的长廊既是观景平台，可将民科园绿轴的景致尽收眼底；又成为建筑的 “开窗”，让人们得以窥见博物馆内的香氛叙事，形成看与被看的互动关系。

圆筒交汇处刻意保留的窄长条形窗，更如传统香器的透气孔隙，让光与空气如同香气般自然渗透进建筑内部。当阳光穿过玻璃在红砖墙上投下斑驳陆离的光影，整个建筑便化作一首关于气味、时空与记忆的立体建筑诗篇。

Space Creation: A Five-Sense Immersive Fragrance Narrative Theater

The internal spatial sequence of the museum resembles a meticulously choreographed olfactory narrative theater. The 7,000 square meters of exhibition space are layered: the basement level lecture hall and temporary exhibition hall serve academic exchange functions; the ground floor guidance hall completes the psychological transition from public urban space to a secret fragrance realm through the transition of the open front hall and the mirrored pool; the five-story high atrium, with its cleverly designed curved walls and overhead skylight, creates a sense of ritual upon "stepping into the world of fragrance."

The curved staircase connecting all floors links the complete visitor circulation route, and the overall space design emphasizes a streamlined layout and clearly layered functional division. The inspiration for the interior space comes from the rhythm of fragrance flow, with each exhibition area being a different "stopping point" for the scent, each possessing a unique atmosphere and experience. The museum features 18 thematic exhibition areas, constructing a complete fragrance culture display system, from systematic sorting of fragrance history to cross-disciplinary experiments involving smell, sight, and hearing, and interactive experiences like AI smart perfumery and manual blending workshops. The craftsmanship display area uses glass walls to transparently present the entire process of perfume production, including distillation, extraction, and blending, allowing visitors to deeply understand the essence of industrial craftsmanship through dual experiences of visual observation and olfactory perception.

The rooftop fragrance garden at the top of the building is the finale of this sensory journey—the fusion of natural plant scents and artificial perfumery creativity completes the aromatic dialogue between humans and nature, allowing the spatial experience to return to its true essence.

Materials and Details: Constructing an Intangible Scent Environment

The experience of fragrance is not just contact with the air; it is also closely related to the materials in the environment. In the design of the Xuelei Fragrance Museum, the authenticity and hand-laid texture of the red bricks correspond to the perfume industry's ultimate pursuit of craftsmanship precision. We hope that through different masonry methods, the building envelope becomes a "readable" expression of craftsmanship, responding to the spiritual core of "time sedimentation" and "fine artistry" in the fragrance industry. In the overall design of the Xuelei Fragrance Museum, the beauty of the structure is realized from the inside out. The main body of the building is a typical concrete frame structure, and the red brick appearing on the exterior facade is the main material for the building's envelope structure. To balance the authenticity and aesthetics of the red brick masonry, the relationship between the main concrete beams and the structural beam-column system has been meticulously designed to accommodate the facade's texture with varying degrees of concavity and convexity in the brick walls.

Through careful design of the overall structural system of the museum, the curved brick walls and concrete beams and columns form a clear structural relationship, and the materials themselves possess excellent aesthetic appeal and expressiveness. After discussions with the owner, it was ultimately decided that the curatorial needs of the fragrance exhibits should be prioritized, so although the hand-laid brick walls could not be directly displayed indoors, the internal exhibition spaces still continued the building's circular motif.

To present the textural quality of the red bricks, the design employs multiple masonry forms such as brick patterns, protruding bricks, and perforated bricks. Brick patterns and protruding bricks use pure masonry techniques, forming rich facade textures through the modular combination of bricks. The protruding brick areas recess the wall inward so that the brick edges are flush with the main wall, giving the red brick cylinders a stereoscopic effect that alternates between void and solid. Every brick’s "concession" is an invitation to light and air, causing the facade to exhibit subtle shadow layers and granting the building an organic breathing rhythm. Perforated bricks use a dry-hung curtain wall system, where metal keels intersperse the bricks to form large breathable walls, creating a transparent facade interface. Sunlight and wind pass freely through the brick gaps, imparting soft light and shadow and natural ventilation to the interior, making the building's skin an adjustment layer between the environment and the internal experience. The diverse masonry methods of the red bricks collectively form the building's "manual grammar"—they re-interpret these traditional elements through contemporary technology, allowing the red bricks to radiate new cultural and emotional value in the context of the new era.

On the ground floor, to express the building's transparency and lightness, glass is constructed floor-to-ceiling in large continuous panes, with single panes reaching up to 7.8m. The continuous ultra-clear glass minimizes the building's presence, and the interior and exterior merge through the reflection in the shallow water pool. The ceramic frit dots on the glass form a gradient from top to bottom, resembling fragrance molecules subtly diffusing in the air, enveloping the building in a romantic atmosphere. In the atrium, the stone materials have undergone multiple polishing processes to form continuous curved joints. The introduction of the atrium skylight coats the curved, hard stone with a layer of warmth, conveying the duality of softness and strength, warmth and coolness found in the world of fragrance. People moving through it experience both visual and tactile sensations.
博物馆内部的空间序列宛如一场精心编排的嗅觉叙事剧场。7000 平方米的展示空间分层布局：负一层的报告厅与临时展厅承担学术交流功能；首层导览大厅通过开阔前厅与镜面水池的过渡，完成从城市公共空间到香氛秘境的心理转换；五层通高的中庭以弧面墙体与顶部天光的巧妙设计，营造出“踏入香氛世界” 的仪式感。

贯穿各层的弧形楼梯串联起完整的参观流线，整体空间设计强调流线型的布局和层次分明的功能区分。建筑内部空间的设计灵感来源于香氛流动的节奏，每个展区都像是香气的不同“停留点”，各自拥有独特的氛围与体验。馆内共设置了 18 个主题展区，从香氛历史脉络的系统梳理，到嗅觉、视觉、听觉的跨界实验，再到 AI 智能调香与手工调香工坊的互动体验，构建起完整的香氛文化展示体系。工艺展示区采用玻璃墙体设计，将蒸馏、萃取、调配等香水制作全流程透明化呈现，让参观者在视觉观察与嗅觉感知的双重体验中，深度理解产业的工艺精髓。

建筑顶端的屋顶香氛花园，则是这场感官旅程的收尾 —— 自然植物香气与人工调香创意交融，完成人与自然的香气对话，也让空间体验回归本真。

材料与细节：构建无形的气味环境

香氛的体验不仅仅是与空气接触，它也与环境中的材质密切相关。在雪蕾香氛博物馆的设计中，红砖的真实性与手工砌筑感，对应着香水产业对工艺精度的极致追求。我们希望通过不同的砌筑方式，让建筑表皮成为可被“阅读”的工艺表象，回应香氛产业中“时间沉淀”与“精细匠造”的精神内核。在雪蕾香氛博物馆的整体设计中，构造呈现的美感是由内而外的。建筑主体是典型的混凝土框架结构，外立面呈现的红砖，即为建筑的围护结构的主要材料。为兼顾红砖砌筑的真实性与美观性，建筑主体混凝土梁与构造梁柱体系位置关系均经过细致设计，来适应砖墙肌理凹凸变化的立面关系。

通过对博物馆整体构造体系的审慎设计，圆弧形砖墙与混凝土梁柱构成了清晰的构造关系，材料本身已具备极佳的美感与表现力。而在经过与业主商讨后，还是认为需要首先满足香氛展品的策展需要，最终手工砖墙在室内虽未能得到直观呈现，但内部展览空间仍然延续了建筑的圆形母题。

为了呈现红砖的工艺质感，设计采用了砖花、拔砖、镂空砖等多种砌筑形式。砖花与拔砖采用纯砌筑工艺，通过砖体的模数组合形成丰富立面肌理，拔砖处的墙体向内凹进，使砖体边缘与主墙体齐平，让红砖圆筒呈现出虚实相生的立体效果。每一块砖的“让位”都是对光与空气的邀请，使立面呈现出微妙的阴影层次，也让建筑获得了有机的呼吸节奏。镂空砖则采用干挂幕墙工艺，砖体穿插金属龙骨形成大片透气墙体，形成具有通透性的立面界面。阳光与风从砖隙间自由穿行，赋予室内以柔和的光影与自然通风，让建筑的皮肤成为环境与内部体验的调节层。红砖的多种砌筑方式，共同构成了建筑的“手工语法”——它们通过当代技术的再演绎，使红砖在新时代的语境下焕发新的文化与感性价值。

在建筑首层，为表达建筑的通透与轻盈，玻璃采用整片直接到顶的构造方式，其中单片玻璃最高达 7.8m。连续的超白玻璃最大限度降低了建筑的存在感，室内外通过浅水池的照映连成一体。玻璃釉点由上而下形成渐变，有如隐约弥漫在空气中的香气分子，为建筑笼罩上一层浪漫氛围。在中庭处，石材均经过多重工艺打磨，形成连续的弧面拼接。中庭天光的引入给弧形的坚硬石材镀上一层温润感，传递着香氛世界中柔软与刚强、温暖与清冽的双重性。人们穿行其中，同时获得了视觉和触觉的双重体验。

The Fusion of Fragrance and Architecture: Reshaping Sensory Boundaries

The Xuelei Fragrance Museum is not only a venue for displaying fragrance art but also an experimental space for reshaping sensory boundaries. It prompts us to re-examine how architectural space can create an emotionally rich experiential environment by integrating multi-dimensional senses such as smell, sight, and touch. Architecture is no longer merely a container but has become a carrier for sensory communication, memory continuation, and emotional expression.

To popularize fragrance culture and promote the corporate philosophy, Xuelei invested in building this world's largest fragrance museum. The museum integrates scientific popularization displays, craftsmanship exhibitions, digital interaction, on-site creation experiences, and fragrance classes related to fragrance and perfume. It accommodates various cultural exhibitions and activities, becoming an art living room for the public regarding fragrances, symbolizing the company's transformation from a manufacturer to a cultural communicator.

The value of this fragrance museum far exceeds the architectural entity itself; the essential nature of the fragrance industry's craftsmanship and cultural genes are integrated into every spatial detail. When visitors perceive the layers of aroma, the flow of time, and the cultural accumulation within the space constructed by red brick and glass, they are actually experiencing an architectural narrative about the history, present, and future of the fragrance industry. In this castle where fragrance flows, people can perceive fragrance, perceive time, perceive culture, and perceive themselves.
雪蕾香氛博物馆是一个展示香氛艺术的场所，更是一个重塑感官边界的实验空间。它让我们重新审视建筑空间如何通过嗅觉、视觉、触觉等多维感官相结合，创造出一个富有情感的体验环境。建筑不再是单纯的容器，而是成为了感官交流、记忆延续和情感表达的载体。

为普及香氛文化，宣传企业理念，雪蕾企业投资建成这座世界最大的香氛博物馆。博物馆内融汇香氛香水的科普展示、工艺展示、数字互动、现场制作体验及香氛课堂等多重功能，容纳各类文化展览与活动，成为面向公众的香氛艺术客厅，象征着企业从制造者到文化传播者的转变。

这座香氛博物馆的价值，早已超越建筑本体，香氛产业的工艺本质与文化基因融入每一处空间细节。当参观者在红砖与玻璃构筑的空间中感知气味层次、时间流转与文化积淀时，实则是在体验一场关于香氛产业的历史、现在与未来的建筑叙事。在这座香气流动的城堡中，人们得以感知香氛，感知时间，感知文化，感知自我。