家一般的汽车展厅：蔚来中心济南华山环宇城店 / Kokaistudios

Frances Arnold | 编辑：袁蓓祺 | 校对：袁蓓祺 | 2022.12.23 16:00

设计单位 Kokaistudios

项目地址 山东济南

建成时间 2022年10月

项目面积 717平方米

撰文 Frances Arnold

受新能源汽车品牌蔚来的委托，Kokaistudios将济南市中心一家购物中心的临街单元改造成为地标性的蔚来中心（NIO Houses）。

For electric car brand NIO, Kokaistudios transformed the corner unit of a shopping mall in central Jinan into a landmark NIO House.

近日，蔚来中心济南华山环宇城店已正式开业，设计最终呈现出的空间颠覆了传统汽车品牌展厅的思路，旨在为所有用户营造一个精美的生活空间。

For NIO, Kokaistudios established innovative design principles for the electric vehicle brand’s signature NIO Houses. Recently realized in Jinan, the resulting space comprises dedicated areas for all users, and an altogether different take on conventional car showrooms.

设计以家庭、社区、住宅为主题，对包括车型展示与互动在内的传统汽车展厅布局及其材料选择策略都进行了创新。此外，该项目还融合了对蔚来中心设计的升级思考。

Centered on themes of family, community, and home, the resulting space features innovative twists on conventional car showroom elements, such as interactive and mobile displays, as well as strategic material choices. Moreover, the Jinan venue incorporates key design principles for a new design template for the next generation of NIO Houses.

蔚来中心是蔚来发展汽车品牌战略和提升国际影响力的核心。

NIO Houses are a core component of the car brand’s strategy and international presence.

截至今年10月22日，仅在中国就已开设了87家门店，融合了展厅、会所、会议室等复合功能空间。它们大多由建筑师精心打造，各具特色，一经启用便广受欢迎。蔚来邀请Kokaistudios在保持蔚来中心设计的连贯性与社区性的同时提升其设计概念，在多样化的空间中满足用户的需求。

By Oct.22, 2022, numbering 87 in China alone, they incorporate multiple functions including showroom, club house, meeting space, and more. Each one unique, many of the architect-designed Houses have become destinations in their own right. To ensure the needs of NIO users remain top priority within these diverse spaces, the brand invited Kokaistudios to evolve the NIO House design concept for consistency and community.

“纯粹、有温度、未来感、精致”——基于蔚来品牌的设计DNA，项目落实并彰显了这四项设计原则，提供了可复制的设计框架。

Building on existing values of ‘Pure, Human, Progressive, Sophisticated’, the Jinan space realizes and defines specific design principles to provide a replicable framework for future NIO Houses.

项目坐落于购物中心的两层街角单元，占据着商场主入口旁的黄金位置，具有极高辨识度。

Kokaistudios’ landmark NIO House occupies a prime two-floor corner unit of Jinan HuashanUni Park, close to the mall’s primary entrance and with high visibility from the street.

项目继承了品牌一贯的“开放之家”设计概念。为了满足用户多样化的需求，项目从传统的家庭住宅设计布局中汲取灵感，将更面向公众开放的一层设置为车库与庭院；二楼则构想为娱乐与学习空间，包括就餐区、厨房、家庭活动区和游戏区。

Newly opened up to match an overarching ‘Open House’ design concept, in order to deliver multiple functions to a diverse user base the venue takes inspiration from a typical family home. The more public-facing ground floor is imagined as a parking garage and yard; and upstairs is space for entertainment and study, a dining and kitchen area, family room, and play area.

车型陈列布置在一楼展厅中，空间融合了其他蔚来中心的标志性设计，如吸引用户从全新视角来观察汽车的镜面天花板。展厅旁抬高的区域，设有方便与潜在用户交谈的休息室，其中定制家具的形态使人联想到车体的流线。

Cars are displayed in the ground floor parking. This showroom area incorporates signature design features from other NIO Houses such as mirrored ceilings, inviting visitors to quite literally see the electric vehicles from a new perspective. Alongside is a raised lounge area intended for conversations with prospective customers, furnished with bespoke furniture that recalls the shape of NIO cars.

展厅与休息室之间营造了一个界限模糊的半私密空间，提供了新的视角和体验。

A newly established design principle for future NIO Houses, the blurred boundary between showroom and lounge create a semi-private space, all the while affording alternative views towards the cars themselves.

一条曲度舒缓的小径以连绵不断、贯穿空间的墙体为背景，将休息室与展厅相连。沿途的互动屏幕作为一个灵活、动态的信息枢纽，讲述了品牌故事，以崭新的多媒体表现方式，提升用户体验。

Connecting both of these elements is another of Kokaistudios’ newly established standards for NIO: a gently curved path, backed by a continuous wall that runs the full breadth of the space. Devised as a flexible, dynamic information hub, positioned all along are interactive screens narrating the NIO brand story and lending a multimedia dimension to the ground floor area.

项目通过材料与陈列进一步区别于传统的汽车展厅。例如，空间柱体与墙壁上使用了天然石膏，既可营造温馨的氛围，又经济实惠、可持续。

The space further differs from traditional car showrooms through its materials and display devices. For example, natural plaster on pillars and walls creates a sense of warmth, as well as being a cost-effective and sustainable solution.

同样的设计原则在延伸至空间后部的木质小径上得到呼应，给人以自然流畅的动感，暗示着驾驶与旅行体验的畅快。

The design principle is echoed in the wooden path that runs along the back of the space, which lends an organic feel and movement to imply driving and travel.

不同于展示车轮、充电器等定制化组件的开放式商业陈列，项目的互动式展台独具匠心，在产品说明与展示的过程中，赋予用户具有仪式感的体验。同样别具一格的还有一台可在室内自由移动的展架，内有汽车座椅垫衬和车体涂装样品可供客户体验。

In lieu of overtly commercial display areas for customizable components such as wheels and chargers, an interactive desk offers a more exclusive approach, transforming the process of specification and presentation into a ceremony-like experience. Similarly innovative is a display trolley that can be moved around the space, containing samples of upholstery trims and paint finishes for customers to browse.

移步至楼上，一楼动感的形态、温暖的材质和极具开放性的风格倏忽不见，取代而之的是一个更为社区化、家庭化的私人会员空间。该空间由蔚来用户专享，经由指定的二楼入口方能进入。

Upstairs, the dynamic shapes, warm materials, and openness of the ground floor showroom are translated into an altogether more domestic space, tailored to community. A private member space exclusively for NIO users, it is accessed via a designated second-floor entrance.

中央区域承载了家庭住宅的核心功能，包括就餐区、厨房和休息室。竹地板和天然石膏等触感温暖的材料，辅以柔和的灯光使空间在视觉上更具吸引力，如同在商场中开辟了一片宁静的绿洲。

A central area incorporates the core functions of a family home, including a dining area, kitchen, and lounge. A visually enticing space thanks to warm, tactile materials including bamboo flooring and natural plaster, the effect is enhanced by soft lighting to create a calm oasis within the surrounding mall setting.

空间经过精心设计，使得客人无论是坐在中央餐桌的高脚椅上、空间边缘模块化沙发上，还是两者间的鸡尾酒桌旁，视野都十分开阔、不受遮挡。

The space has been carefully designed to offer guests full visibility no matter where they are sitting: on bar stools at a central dining table, on modular sofas at its edges, or at cocktail tables in between.

受住宅设计启发，除定制家具系统外，其它设计元素也巧妙地向用户们展示了蔚来的生活方式产品。空间中均布着系列产品，展示着精美的瓷器、餐具和食物等，营造一种温馨的居家氛围。

In addition to Kokaistudios’ bespoke furniture system, residential-inspired design instruments subtly display NIO’s expansive range of lifestyle products. This includes a set of shelves throughout the space, used to present the brand’s ceramics, tableware, food and so on to appear less as merchandise, and more as home decor.

静谧的休息室是供用户工作、放松或会面的私人空间，体现了全球蔚来中心普遍的设计特点——本土化联结。该区域设有一个装有LED灯的壁炉，以便唤起中国北方地区寒冬所需的安逸感。

The Quiet Lounge - effectively a private space for users to work, relax, or meet - is also home to a signature design element of all NIO Houses globally: localization. The area features a fireplace fitted with LED lights to evoke the coziness north eastern China's winter season demands.

同样的理念指导下，中央的吧台采用了济南当地著名的瓷砖，每一块都在本地手工制成。

Similarly, a central bar incorporates the handcrafted, locally made tiles for which Jinan is famous.

封闭式房间一般远离中央开放式区域，这些房间其中包括一个私人派对空间，以及一个专为小朋友们精心设计的游戏室。

Other enclosed rooms located off of the centralized open-plan area include a private party space, and for NIO’s youngest users, a dedicated play room.

通过巨大的玻璃窗，游戏室与主体空间形成视觉连接，方便家长密切关注孩子的一举一动。这个充满趣味的空间采用绿色为主的配色方案，与天然材料以及项目淡泊宁静的美学体验保持一致。

Visually connected by way of a large window for parents to keep a close eye on their children, the fun space remains consistent with this particular NIO House’s calm aesthetic by way of a predominantly green color scheme and natural materials.

由Kokaistudios设计的蔚来中心济南华山环宇城店，期望成为可以促进蔚来社区蓬勃发展的开放之家，也标志着蔚来品牌核心设计原则的演变。项目不仅满足了用户多样化需求，还结合其独特的地理位置，为日后蔚来中心项目提供可复制、易适应的模板。

Envisaged as open house in which the NIO community can flourish, Kokaistudios’ NIO House | Ji’nan Uni Park marks an evolution of the brand’s core design principles. A replicable, adaptable template for future projects, in Jinan it caters to a diverse user base, all the while referencing its unique geographical location.