赞那度旅行体验空间
ZANADU Travel Experience Space

zanadu赞那度是一家成立四年的中国精品线上旅行社，他们为中国高端旅行用户悉心甄选一系列旅行产品，其中包括包括赞品旅程、海外自由行、豪华邮轮、国内短假、精品别墅以及全世界最顶级的精品酒店。

ZANADU is a 4 years old e-commerce startup-company in the premium travel space in China. They provide a suite of travel products to affluent Chinese travelers. Signature journeys, international luxury vacations, high-end cruises, domestic short vacations, private villas and a large selection of the world’s best boutique and luxury hotels.

中国旅游市场目前仍处于初期阶段，许多消费者并不清楚何为奢华旅程。那么，什么是精品酒店？什么是定制奢华旅程？如何区分高端邮轮与普通邮轮呢？此类问题层出不穷。

Since the Chinese travel market is comparatively young, many consumers are not clear about the aspects of luxury vacations. What are boutique hotels? What to expect on an exclusive luxury journey? How are high-end cruises different from the usual cruises? etc.
   

为了给大家解读这些问题，赞那度借助了各类媒体渠道。他们成功运营了赞那度微信公众号，发行赞那度季刊杂志，制作各类视频，并在2015年开始拍摄360°虚拟现实影片。这些VR视频能够让潜在客户在预订之前先一步体验目的地和酒店。

To answer these questions for their prospective customers, ZANADU has used a variety of media. They operate a very successful WeChat channel, they publish a quarterly magazine, they shoot video content, and in 2015 they started to shoot 360° virtual reality videos. These so called VR videos make it possible to experience destinations and hotels before customers make a booking.
     

赞那度举办了许多路演及线下活动，为潜在客户提供这些体验。由于VR影片上的成功，他们建立了一个线下体验空间，让大家可以借助VR这种创意方式体验他们的旅行产品。

ZANADU has held many road shows and offline events where they provide these VR experiences to prospective customers. Because of the success with this technology, they decided to create a permanent space where customers can experience their travel products in innovative ways, including VR technology.

挑战

Value Retail是全球最大的奢侈品奥特莱斯经营商，在上海浦东新开业的奕欧来购物村，为赞那度VR体验店提供了600平方米的空间，毗邻迪士尼。经多方考量，十上建筑被赋予了体验店设计的重任。

Challenge
Value Retail, the world’s largest operator of luxury outlets, offered ZANADU a 600sqm space at the newly opened Shanghai Village in Shanghai Pudong, right next to Disney. Shishang Architecture was hired to design the space considering several aspects and stakeholders

- 体验店应体现赞那度的品牌。这是一个非常年轻的品牌，这个空间是该品牌的第一个线下体验地，应考虑到如何在线下呈现这个线上品牌。

- 该空间是以VR技术和VR体验为亮点吸引人群。

- 该空间应有具有足够的功能性，以互动的方式展示热门目的地和旅行产品。

- 考虑到用户需要佩戴VR眼镜，VR体验应该是非常私人和安静的体验。所以，在这个空间要让人同时感到兴奋与安静，这就十分具有挑战性。

- The space should reflect the ZANADU brand. This is a very young brand, and this space is the first offline location for the brand. Lots of consideration was put into how to portrait this online brand in an offline environment.
- The space should feature the VR technology and VR experience as a center piece and attraction for walk-in customers.
- There should be more functionality to showcase popular destinations and travel products in an interactive way using touchscreen terminals.
- VR experiences can be very individual and quiet, since the users wear a VR glass. The challenge was to make the place exciting and immersive at the same time.

创意

空间设计理念为“未来的旅行社”。在西方，线下旅行社无处不在，采用的都是传统度假预订方式。相反，中国大多数旅行者都是在线预订，而很少选择线下旅行社。我们希望通过赞那度第一家体验店来预测未来的旅行预订方式和旅行体验。

Idea
The big idea was “The travel agency of the future”. In the West, brick-and-mortar travel agencies are everywhere and reflect the old way of booking a vacation. In China on the other hand, most travel is being booked online, and offline agencies were never really popular. We wanted ZANADU’s first brand space to reflect how travel will be booked and experiences in the near future.

这一设计理念对设计及功能性的影响：

- 设计十分具有科技性。空间看上去就像一个爆炸的像素景观。数字云垂悬在天花板上，数字化的立方体分散整个空间。像素的元素即代表了品牌的线上属性，完美的融合到了线下环境中。

- 五个巨大的数字风格化热气球造型的位于空间中心部分，邀请参观者坐在他们下面的座位，开始一段虚拟旅程。

- 20个目的地的触摸屏立方体，展现了不同旅程，产品和目的地的故事。

- 两个10米宽的投影屏幕和环绕声系统，提供到剧院般的视听效果。每15分钟就有一个2分钟的品牌视频在20米宽的屏幕上播放。

- 体验店中的一切都可通过微信及二维码链接到赞那度客户关系管理系统。每个访问者通过扫描一个二维码即体验VR或访问指定产品。

The big idea influenced the design and functionality of the space:
- The design language is very much tech-driven. The space feels like an exploded pixel landscape. Digital clouds hang from the ceiling. Digital cubes are scattered in islands across the space. The pixels represent the digital origin of the travel brand, translated into a physical environment.
- Five gigantic digitally stylized balloons are the center-piece of the space, inviting visitors to take a seat beneath them and start a virtual journey.
- 20 interactive destination cubes were fitted with touchscreen monitors, displaying interactive stories about journeys, products and destinations.
- Two 10-meter-wide projection screens and a surround sound system made for dramatic audio-visual effects. Every 15 minutes a 2-minute-long cinematic brand film plays out across the 20m width of the screen.
- Everything in the store is linked via WeChat and QR codes to ZANADU’s customer relationship management system. Every visitor will scan a QR code to receive a VR experience or link to specific products.

结论

2016年5月，奕欧来赞那度VR体验店试营业，8月3日正式开业。奕欧来入驻有100多家门店，自体验店开业后，便成为整个奕欧来最受欢迎的地方。月均人流量为10,000，其中75％的参观者体验了VR，并加入赞那度CRM系统。

Results
The ZANADU Space in the Shanghai Village had a soft opening in May 2016 and an official opening event on August 3rd 2016. Shanghai Village has more than 100 retail outlets, and since the very beginning the ZANADU space has been the most visited place in the entire village. There is a monthly footfall of 10.000 visitors, 75% of which have the VR experience and join the CRM program.

许多国内具有影响力的媒体也报道了体验店的开业盛况，其中包括科技类媒体（36kr, Pingwest），旅游类媒体（tnooz，traveldaily），电视台（CCTV，凤凰卫视）及许多门户网站，如新浪和凤凰网。

Many influential Chinese media reported on the store opening, including influential publications in the tech sector (36kr, Pingwest), travel media (tnooz, traveldaily), TV stations like CCTV and Phoenix TV and online portals like sina and ifeng.com.

平面图

立面图

项目地点：上海奕欧来购物村
面积：600㎡
业主：zanadu赞那度
设计公司：十上建筑（www.shishangjianzhu.com）
设计团队：陈暄，张拓，王志佳
开业时间：2016.08
摄影师：隋思聪
 
Location: Shanghai Village, Shanghai, China
Area: 600㎡
Client: ZANADU
Design Company: Shishang Architecture（www.shishangjianzhu.com）
Design Team: Chen Xuan, Zhang Tuo, Wang Zhijia
Opening Time: 2016.08
Photographer: Sui Sicong


来源：本文由十上建筑提供稿件，所有著作权归属十上建筑所有。