via·1719 吴良材新视场 / 大宛设计

Via 1719 Wu Liangcai's New Field of View/Dawan Design
via·1719 吴良材新视场 / 大宛设计

历史建筑的创新再利用：项目的核心在于对历史建筑“七重天大厦”的创新性改造。设计团队巧妙地将现代设计理念融入这座建于1922年的建筑中，保留了其历史韵味，并赋予其新的生命力。这种改造不仅仅是简单的翻新，更是对城市记忆的尊重和延续。设计通过对工业风的运用，结合吴良材眼镜品牌的特色，创造了一个既有历史感又充满现代气息的零售空间，展示了历史建筑在商业领域焕发新生的巨大潜力，为城市更新提供了有益的借鉴。

品牌故事的叙事化呈现：该项目将吴良材品牌的历史和工艺，通过叙事化的手法融入到空间设计中。例如，通过缓缓移动的传送带展示品牌的发展历程和创新产品；通过独特的艺术装置，营造沉浸式的体验，让顾客深入了解品牌故事。这种设计手法打破了传统零售的单向模式，将消费者转变为主动的参与者和探索者。这种注重体验感和互动性的设计，不仅提升了品牌的吸引力，也为消费者带来了更深刻的文化体验，体现了设计对商业价值的提升。

策展式商业空间的创新探索：项目采用了策展式的设计理念，将零售空间打造成一个融合艺术、文化和商业的综合体。从入口的风淋装置到“千百镜”艺术装置，再到“研磨器”装置，每一个细节都精心设计，营造出独特的空间氛围。同时，项目的模块化设计也增加了空间的灵活性，使其能够满足多样化的活动需求。这种创新性的设计理念，不仅提升了空间的吸引力，也为零售行业带来了新的思考和发展方向，推动了传统零售模式的转型升级，带来了更好的品牌价值。

When a building becomes the collective memory of a city, the meaning it carries is unique. Whenever people mention it, they always share stories of interaction with it, recalling its most vivid changes in that era. The Seven Heavens Building on Nanjing Road is such an old building full of emotions. Nowadays, Dawan has teamed up with the time-honored brand Wu Liangcai, which has three hundred years of craftsmanship and tradition, to create a new collective memory belonging to Nanjing Road for the new generation in 2024.
当一座建筑成为一座城市的集体记忆时，它所承载的意义便与众不同。人们每每提起，总会分享与它互动的故事，回忆那个年代它最鲜明的变化。南京路上的七重天大厦正是这样一座饱含情感的老建筑。如今，大宛携手拥有三百年匠心与传统的老字号品牌吴良材，共同为 2024 年的新一代打造属于南京路的全新集体记忆。

分析图

01.The Renewal of Historical Buildings

The Seven Heavens Building, built in 1922, is a historical building that combines modernist and decorative art styles.. From a former social venue that attracted celebrities and scholars, this building has evolved into a symbol of Shanghai culture today, radiating a unique charm. Inspired by the Chinese style mechanical glasses, Dawan added a touch of modernity to this historic "old man", allowing him to gaze happily at the busy streets of the city like a mischievous child. Not only did it make a brilliant debut for Wu Liangcai's new retail space, but it also brought bold attempts to combine trendy culture with historical architecture. In this historic building, Wu Liangcai's glasses have departed from the traditional image and reshaped a vibrant "talented factory". The concrete scene of this new quality productivity perfectly integrates with the brand's profound Chinese aesthetic details, showcasing a different vitality. This curatorial commercial space has brought new opportunities and vitality to Wu Liangcai. In addition to rich art installations related to glasses, flexible display cabinets and furniture are also integrated, breaking through spatial limitations and providing possibilities for future diversified changes.
01 .历史建筑的新生

七重天大厦建于 1922 年，是一座融合现代主义与装饰艺术风格的历史建筑。从昔日吸引名流雅士的社交场所，演变为如今象征上海文化的名片，这座建筑焕发出别样的风采。大宛以国风特色的机械眼镜为灵感，为这位历史悠久的“老人”增添了一抹现代气息，让它如顽童般愉快地凝视着这座城市繁忙的街口。不仅为吴良材的新型零售空间做了精彩的亮相，也为潮流文化与历史建筑的结合带来了大胆的尝试。在这栋承载历史的建筑中，吴良材眼镜脱离了传统形象，重新塑造了一个生机勃勃的“良才工厂”。这一新质生产力的具象场景，与品牌深厚的国风美学细节完美融合，展现出不一样的生命力。这个策展式商业空间为吴良材带来了新的机遇与活力。除了丰富的与眼镜相关的艺术装置外，还融入了灵活的展柜与家具，突破空间限制，为未来多样化的变化提供了可能。

02.Brand Story

As soon as you enter the building, the air shower art installation wall at the entrance lights up, gently blowing away the dust on your body, making you feel like you are in a real sterile factory.. The art installation "Thousand Mirrors" on the right is composed of optical lenses, which use the refractive effect of dynamic light and shadow to create a fantastic and flowing visual experience, vaguely guiding people towards the starting point of the "factory journey". In the courtyard area, Dawan connects the brand story of Wu Liangcai with history through a slowly moving conveyor belt. Walking clockwise along the conveyor belt, you can see the brand's innovative products and pop-up activities, symbolizing the development and innovation of technology; Walking counterclockwise, through the display of ancient grinding tools and antique glasses, we trace back to the distant history and showcase our craftsmanship and traditional wisdom.
02. 品牌故事

一进入大厦，入口处的风淋艺术装置墙随即亮起，轻轻吹去身上的灰尘，让人仿佛置身于真正的无菌工厂。右侧的艺术装置“千百镜”由光学镜片构成，利用动态光影的折射效果，打造出奇幻流动的视觉体验，隐约指引人们走向“工厂之旅”的起点。在中庭区域，大宛通过缓缓移动的传送带，将吴良材的品牌故事与历史串联起来。沿传送带顺时针行走，可以看到品牌的创新产品和 pop-up 活动，象征技术的发展与革新；逆时针行走，则通过古代研磨器具与古董眼镜的陈列，追溯悠远的历史，展现工艺情怀与传统智慧。

03.Curatorial Exhibition

The "Factory Tour" starts with a specially designed "grinder" device, inspired by the Yangshao Culture Jade Workshop that dates back more than 5000 years. This is not only a reproduction of ancient craftsmanship, but also a tribute to the spirit of craftsmanship of the brand founder Mr. Wu Liangcai - from carving jade to refining glasses, the inheritance of three hundred years continues here. The exhibition design combines Chinese aesthetics with modern factory elements, using a variety of materials such as fabrics, wood, punched mesh, and scaffolding to create a layered and adjustable space, giving the exhibition greater flexibility.
03. 策展式展陈

“工厂之旅”从一个特别设计的“研磨器”装置开始，其灵感源自距今五千多年的仰韶文化玉石工坊。这不仅是对古老工艺的再现，更是对品牌创始人吴良材先生匠心精神的致敬——从雕琢玉器到精制眼镜，三百年的传承在此延续。展览设计结合了中式美学与现代工厂元素，采用织物、木材、冲孔网等多样材料与脚手架，构建出层次分明的可调节空间，赋予展陈更大的灵活性。

04.Modularity and multifunctionality

The layout of the comprehensive activity area is also highly flexible.. Whether it's a regular tea break or a brand's pop-up event and lecture salon, this place can be quickly adjusted to meet diverse needs. The art installation "Project 1719" in the comprehensive activity area is inspired by the experience of nearsighted people blurring their vision. By covering the glass surface with a layer of water mist film, simulate the visual effect of myopia. The interior adopts a design that moves left and right, and the programming controls the matte electric glass to become clearer one by one, aiming to allow the audience to experience a visual transformation from blur to clarity.
04. 模块化与多功能

综合活动区的布局也极具弹性。无论是平日的休憩茶歇，还是品牌的快闪活动与讲座沙龙，这里都可以快速调整，满足多样需求。综合活动区的艺术装置《 Project 1719 》 灵感来源于近视者模糊视野的体验。通过在玻璃表面覆盖一层水雾感贴膜，模拟近视的视觉效果。内部采用左右移动的设计，编程控制雾面通电玻璃逐片变清晰，旨在让观众体验从模糊到清晰的视觉蜕变。

05.Industrial style storefront

In this project, the design of the street facing storefront and the storefront are also highlights.. To match the overall style and industrial texture of the building, Dawan uses industrial pipes as lamp supports, transmitting the dynamic feeling of factory production through the flow of light inside the pipes. The light flows like an electric current from the outside of the field into the entrance position, guiding people's attention. At night, six showcase windows with different styles, combined with music and lighting, present a dazzling light show for pedestrians on Nanjing Road every hour. Through the planning and design of curatorial commercial spaces, Dawan hopes that "via · 1719 Wu Liangcai New Field of View" can break the boundaries of traditional retail and transform customers from passive observers to active participants. The concept of open interaction here guides consumers to delve deeper into brand stories through multidimensional experiences. Wu Liangcai is not only a symbol of commodities, but also carries the power of history, craftsmanship, and innovation, reminding people to cherish and inherit profound cultural connotations, and constantly seek a balance between tradition and the future in modern life. In this project, the design of the storefront and storefront are also highlights. To match the overall style and industrial texture of the building, Dawan uses industrial pipes as lamp supports, transmitting the dynamic feeling of factory production through the flow of light inside the pipes. The light flows like an electric current from the outside of the field into the entrance position, guiding people's attention. At night, six showcase windows with different styles, combined with music and lighting, present a dazzling light show for pedestrians on Nanjing Road every hour. Through the planning and design of curatorial commercial spaces, Dawan hopes that "via · 1719 Wu Liangcai New Field of View" can break the boundaries of traditional retail and transform customers from passive observers to active participants. The concept of open interaction here guides consumers to delve deeper into brand stories through multidimensional experiences. Wu Liangcai is not only a symbol of commodities, but also carries the power of history, craftsmanship, and innovation, reminding people to cherish and inherit profound cultural connotations, and constantly seek a balance between tradition and the future in modern life.
05. 工业风橱窗

此次项目中，临街橱窗与门头的设计同样是亮点。为配合大楼的整体风格与内部的工业质感，大宛利用工业管道作为灯管支架，通过管道内流动的灯光变化传递工厂制作的动态感。灯光如电流般从场外流入入口位置，引导人们关注。在夜晚，通过音乐与灯光相结合的六个风格各异的橱窗，每逢整点都会为南京路上的行人呈现一场绚丽的灯光秀。通过策展型商业空间的规划设计，大宛希望“via·1719 吴良材新视场”能够打破传统零售的界限，将顾客从被动的观察者转变为主动的参与者。这里开放互动的理念，引导消费者在多维度的体验中深入挖掘品牌故事。吴良材不仅是商品的象征，更承载着历史、工艺与创新的力量，提醒人们珍视并传承深厚的文化内涵，在现代生活中不断寻找传统与未来的平衡。此次项目中，临街橱窗与门头的设计同样是亮点。为配合大楼的整体风格与内部的工业质感，大宛利用工业管道作为灯管支架，通过管道内流动的灯光变化传递工厂制作的动态感。灯光如电流般从场外流入入口位置，引导人们关注。在夜晚，通过音乐与灯光相结合的六个风格各异的橱窗，每逢整点都会为南京路上的行人呈现一场绚丽的灯光秀。通过策展型商业空间的规划设计，大宛希望“via·1719 吴良材新视场”能够打破传统零售的界限，将顾客从被动的观察者转变为主动的参与者。这里开放互动的理念，引导消费者在多维度的体验中深入挖掘品牌故事。吴良材不仅是商品的象征，更承载着历史、工艺与创新的力量，提醒人们珍视并传承深厚的文化内涵，在现代生活中不断寻找传统与未来的平衡。