项目背景
Project Background

本案位于汕头东部的一个旧厂房改造的办公楼二层，集恩是一个以Fanpin梵品木饰面为主要载体的木作展厅，以木饰面为基础，衍生了不锈钢定制，柜体定制为一体的展示空间。
JIEN is a franchisee of wooden veneer brand Fanpin. The company opened a new showroom centering on Fanpin's wooden veneer products. The space sits on the second floor of an office building repurposed from an old factory in the east area of Shantou City. This showroom mainly focuses on wooden veneer display whilst also incorporating customized steel and cabinets.

品牌探索
Brand Exploration

Fanpin梵品，以木材为杯，饮自然之灵，回归自然感知动人，感悟万物本质之美的意念。创造可感知的自然和与众不同，从而Fanpin梵品每一张板材的诞生，都是种美存在。（源自梵品官网）
Taking wood as the medium and draws on the quintessence of nature, Fanpin is dedicated to creating tactile, distinctive and aesthetic wooden panels.

集恩在潮汕经过5年的沉淀，与潮汕地区设计师已经有了互动的基础，同时也让市场对梵品木饰面有了一定程度的认知，艾克建筑认为这并不是一个开辟新市场的行为，而是如何稳固市场与让市场进行裂变的行为。设计中并不是要体现木饰面本身，主要的是要让市场知道集恩能做什么，一个从卖产品到定制与项目执行的行为差异，这是在展厅的设计中最重要的环节。
Having been based in Chaoshan Region for 5 years, JIEN has established a network with local design community, and has also enhanced the visibility of Fanpin's wooden veneers in the local market. This time, JIEN invited AD ARCHITECTURE to conceive the new showroom. AD ARCHITECTURE didn't regard this project as JIEN's attempt to exploit new market but to consolidate and further expand the existing market. Therefore, in addition to displaying the franchiser's wooden veneers, the design team focused more on conveying JIEN's own capabilities of creation. The key of the design shifted from products selling to the communication of the brand's competence in creating and executing customized furniture solutions.

如何引流虽然是商业设计中很核心的问题，但是，本项目更重要的是如何让这个品牌产生粘性，以及让更多人知道，集恩不只是做木饰面，而是可以完成独立的家居系统定制体系。
How to attract customers is a core issue needed to be figured out in commercial space design. However, for this project, what matters most is how to enhance JIEN's brand stickiness, and how to let more people understand that JIEN is capable of independently customizing home furniture system solutions in addition to selling wooden veneer products as a franchisee.

设计探究
Design Exploration

集恩不只是一个展厅，而是一个艺术、温暖、私密的会客厅。
Therefore, AD ARCHITECTURE designed a space that not merely functions as a showroom, but more importantly, an artistic, warm and private "reception room" for JIEN.

空间本身是一个容器，而我们试图探索产品与人的感受。在平静的空间中感受时间的启发，先关注空间与产品在空间中质感的魅力再去解读产品与工艺。
The space itself is a container. The design team tried to explore products presentation and people's experience in it, hoping to stimulate visitors to feel the charming textures of the space and products, and then to interpret product details and craftsmanship.

宽敞明亮的空间感，以自然的质感，自然的光给空间最真实的反馈。空间与人的互交在我们的设计中特别的被重视。极大地改变了现有建筑的空间和组成关系，有利于空间结构、材料和色彩的选择与调和，并在建筑和场所之间建立了一种新的流动。
The small-scale space appears expansive and bright, and features natural textures. AD ARCHITECTURE emphasized the interaction between people and space. The design greatly transformed the existing architectural space and composition, to enhance the coordination of spatial structures, materials and colors, and to create new fluidity between the architecture and the spatial realm.

人总是能在跳出习惯的时刻获得惊喜，而这种惊喜的差异化是我们一手策划的......
The design team deliberately created unexpected, differentiated surprises in the space.

空间阐述
Spatial Narratives

200平方米的空间用一种果断的行为，分成三个部分，入口接待，木饰面展示与办公，项目执行展示与接待。
Occupying a floor area of 200 square meters, the overall space is composed of 3 major functional zones, including reception foyer, wooden veneers display & office area, customized furniture solutions display & reception area.

入口接待区去接待台的设计也是我们在商业领域的一次大胆的尝试，而这样的尝试也是因为当代商业的收银方式在产生变化。虽然去接待台，但入口的石头却有着接待的暗示，无人的空间状态下，也在安静的阐述了空间礼貌与谦逊。
No front desk is set at the reception foyer. This is a bold attempt, which is based on the consideration of the changing ways of payment recently. Conventional front desk is replaced by a piece of stone, which welcomes visitors in a low-profile posture.

空间的中心由两大部分组成，产品展示位于进入空间的左侧，简单中强调秩序，通过产品展示来强调空间的序列感，强调产品的美学理念。不锈钢与自然石头的展示台，初步诉说到了产品定制的核心理念，右侧为办公区，简洁的办公功能搭配背面木饰面活动样板展示，简洁大气。
The wooden veneer display & office area occupies the central part of the space. Products display is arranged at the left section inside the entrance. This simplistic space presents a sense of order through products display, and highlights the aesthetic of products. The unique display stand made of stainless steel and stone implicitly conveys JIEN's core idea of product customization. The office is on the right side. Concise working functions are integrated with a backdrop of movable wooden veneer samples, showing a simplistic and neat image.

进入空间的第三个部分既是接待区，空间立面是柜体的展示，虽然空间较小，却将厨房系统、衣柜系统、酒柜系统、鞋柜系统以一种统一协调的方式一一陈列展示出来。空间的中心是一张定制的接待台，是一个拉近人与人之间细腻关系的中心，这是一个私密与舒适的过程。
The third major functional space combines reception and the purpose of displaying JIEN's bespoke home furniture solutions. Cabinets are displayed on interior facades. In this small-scale space, kitchen system, closet system, wine cabinet system and shoe cabinet system are showcased in a unified, coordinated manner. In the middle is a customized reception desk, which is a center that brings people closer together and provides private, comfortable experience.

空间如何变得有探索感，通过制造以小见大的空间效果，先抑后扬。目的是为了创造内向型的空间和开放的扩展。
As approaching this project, the design team worked to create an explorative spatial experience, and to obtain the effect of revealing a big picture through a small-scale space. The goal was to create an introverted but freely expanding spatial realm.

天花中的形体人为的制造了自然的天光，这样的光是一个最舒适的状态，同时也是最真实的反映产品本身的状态，充分解读了产品/光与空间的关系，让人产生直接与真诚的态度。
Large areas of ceiling lighting produce a comfortable atmosphere, and help reveal the true state of products. The design fully interpreted the relationship among products, light and space, conveying a sincere attitude.

这是艾克建筑设计团队在用西方的设计秩序来建树东方的空间情绪与哲学的再一次实践。
This project is AD ARCHITECTURE's another attempt at applying Western design logic to construct Oriental spatial emotions and philosophy.

△平面图 Plan

项目信息
项目名称：集恩木作展厅
项目业主：集恩木作展厅
设计机构：艾克建筑设计
总设计师：谢培河
设计团队：艾克建筑
项目地点：广东汕头
建筑面积：200㎡
主要材料：手工涂料、地毯、不锈钢、梵品木饰面
设计时间：2021年5月
竣工时间：2021年11月
摄影师：欧阳云

Information
Project Information: JIEN Woodwork Showroom
Client: JIEN
Design Firm: AD ARCHITECTURE
Chief Designer: Xie Peihe
Design Team: AD ARCHITECTURE
Project Location: Shantou, Guangdong, China
Project Area: 200 Square Meters
Main Materials: Handmade Paint, Carpet, Stainless Steel, Wooden Veneer
Start Time: May 2021
Completion Time: November 2021
Photographer: Ouyang Yun