▲ 傍晚雨后的品质广场 ©万象生活
Quality plaza after evening rain ©MixC Life Style

引言

万象汇坐落在浙江省桐乡市主城区，位于城市形象体验轴的核心交汇点，地块西北侧紧邻历史悠久的凤鸣公园，东侧衔接华润置地商务中心，共同构成城市发展锚点之杨家门未来社区。本项目虽为华润“典型的”单体购物中心，但旨在成为桐乡的标杆性商业，是万象汇产品首入嘉兴，推动区域经济跃升、重塑城市形象，成为桐乡“老城复兴”的崭新地标。

INTRODUCTION
Mixc Mall is located in the urban center of Tongxiang. The historic Fengming Park is directly adjacent on the west, with CR Land’s landmark business center on the east. The project aims to showcase the new urban image for Future Yangjiamen Community in Tongxiang.Although the project is only a typical commercial product that falls in CR Land, it is a symbolic benchmark commercial project that signifies growing economic prosperity in the Jiaxing region, reshaping the new urban identity and rejuvenating the old city.


▲ 丰富的体量造型构成 ©南西空间影像
Rich volume shapes ©Nancy Studio


▲ 绿树与水景焕出生机 ©南西空间影像
Green trees and water features create vitality ©Nancy Studio


▲ 尺度宜人而舒适的内庭广场 ©南西空间影像
Major square with pleasantly sized and comfortable ©Nancy Studio


01. 典型的主流商业还能“出圈”吗？

桐乡万象汇项目需应用高比例的常规景观模块进行设计。我们发现，其高比例的“模式化”容易导致产品缺乏个性，体验单一；尤其在现今的激烈商业竞争环境下，“出圈”难度大。

“商业最重要的是能够
被看见、被识别、被喜爱、被记住、被传播。”

CAN A TYPICAL COMMERCIAL
PRODUCT GO VIRAL?
A typical commercial project demands a high proportion of typical module usage, as required by the client in the design brief. Conventional design approach of applying typical modules throughout the project can easily lead to lack of identity and experiential quality. In today’s competitive market, such developments become increasingly difficult to stand out distinctively.

“The most important thing in business is to be seen, recognized, loved, remembered and spread.”


▲ 都市生活与商业的聚落 ©南西空间影像
The center of urban commerce and life ©Nancy Studio

我们认为即便是作为常规商业项目，景观设计也应该拥有独特的个性记忆点；即便是传统的盒子式购物中心，我们也应在室外赋予丰富体验，为商业创造可持续的消费吸引力，为它增值赋能。我们结合景观概念的形意叙事，从“定制个性”和“定义体验”两大维度着手，基于商业逻辑对体验节点进行针对性的设计，从而破解“出圈”的难题。

We believe a typical commercial product should still have its own unique signature and personality, even if it’s just a conventional shopping mall. We should design multiplicity of experiences into the public realm to elevate consumer appeals and place-making for the project.Combined with our conceptual narrative for the landscape, our design strategy focuses on “Insertion of Personality” and “Differentiation of Spatial Qualities” as solutions to the challenges.


02. “定制个性”破题身份构建

“百鸟朝凤”的造型定制演绎

据传，古时桐乡因梧桐遍布而得名“梧桐之乡”。佳木梧桐吸引着珍禽异鸟前来栖息，其中便包含传说中的凤凰，桐乡自此有了“凤凰之乡”的美称。古往今来，皮影戏也逐渐在当地得以发展，有着深厚而悠远的历史。

“县市在梧桐乡，古称凤鸣市，昔多梧桐，相传五代时，曾有凤凰来集。”
——《桐乡县志》

MAKE PERSONALITY STATEMENTS BEYOND GENERALIZED IDENTITY
CONCEPTUAL INTERPRETATION OF THE “PHOENIX”
In the ancient times, it is rumored that Tongxiang and its sycamore trees attracted phoenix to inhabit here, gaining its reputation as“the hometown of Phoenix”. Throughout the ages, the local art of shadow puppetry has also grew popularity in the area, and has since become a unique cultural heritage in Tongxiang.
“The city is located in Tongxiang, which was called Fengming in ancient times. There were many sycamore trees in the past. It is said that during the Five Dynasties, phoenixes came to gather here.”
——《Tongxiang County Chronicle》


▲ 建筑天台上的凤凰装置 ©万象生活
Phoenix installation on building rooftop ©MixC Life Style

桐乡万象汇景观灵感借“百鸟朝凤”的皮影戏幕展开。我们以当代景观设计手法逐步将“凤”的形意演绎为一幕幕节点场景。在关键场景的细节造型定制中，蕴藏着简约的设计巧思，变化中充满惊喜，最终营造出精致的景观细部与层次。本项目虽使用了高比例的常规模块，但同时针对关键界面节点进行了个性化的造型定制，脱离常规语境，破题缺乏个性的问题。我们希望确保空间既经济高效，同时又不失其艺术性的表达。

The design took inspiration from the legend and the city’s cultural heritage, and formed our design narrative and formal language centered around“Acts of the Phoenix”. Subtle formal abstractions of“Phoenix”is meant to be open for viewer’s own interpretation, aimed at expressing design ingenuity through exquisite change of details at key spaces in the public realm.Although a high proportion of standardized modules are still being applied in the design, our integrated design language has created artistic expressions that cohesively contributed to the project’s unique identity.


第1幕：鳞羽渐现

入口广场的弥散铺装

东北角与东南角的入口广场均运用了60x60公分规格的芝麻黑烧洗面花岗岩、夜里雪烧洗面花岗岩、安哥拉黑烧洗面花岗岩和滨州青烧洗面花岗岩，营造出铺装的渐变层次，产生入口引导的视觉效果。从高空鸟瞰，弥散的铺装仿佛凤凰鳞羽，向商场入口导流。

ACT 1：EMERGENT SCALES OF THE PHOENIX
GRADIENT PAVING PATTERN AT ENTRIES
Sesame black granite, Night snow granite, Angola black granite and Binzhou green granite in 60x60cm are used at the entrance plazas, creating a gradient pattern as visual guidance into the mall entrances. From a bird-eye view from above, the diffusion effect mimics the scales of the phoenix.


▲ 高效导入人流的展示型广场 ©南西空间影像
Signification square that efficiently introduces people ©Nancy Studio


第2幕：朝阳翼飞

主入口的层叠跳泉

东北主入口广场在地形高差的基础上，主路径一侧嵌入了叠级跳泉水景。水景采用三段式构成，以海浪花哑光面花岗岩覆底，有如凤凰展翼般的镜面水渐次展开。水池如镜映景，彰显入口广场的品质形象；跳泉与星灯交织出活力四溢、错落有致的序幕。

ACT 2：GLIDES OF THE SPREADED WING
CASCADE WATERSCAPE WITH JUMP SPRINGS
A cascade water feature with jump springs is integrated into the slope at the northeast plaza. The 3-stepped formal composition of the waterscape is based on abstraction of phoenix wings in gliding motion. The water surfaces with lighting create a mirroring effect to highlight the quality image of the vibrant entry space, acting as a prelude to the entire design narrative.


▲ 三段式叠级跳泉水景 ©南西空间影像
Three-stage cascading waterscape ©Nancy Studio


第3幕：漫入青云

次入口的叠级涌泉

东南角入口广场的叠级涌泉水景隐喻青云间穿梭的灵动意象。我们精选海浪花哑光面花岗岩作为基底石材，水景与绿植的体量穿插构成了层级丰富的品质界面。水景形态亦结合了局部斜切的造型语言，结合涌泉水效呈现出静中有动、动而不躁的形象，充分体现出简约而克制的精致审美。

ACT 3：AIRBORNE ABOVE THE CLOUDS
LAYERED WATERSCAPE WITH FOUNTAINS
The multi-layering waterscape feature with fountains at southeast plaza is a metaphor for the layers of clouds. The formal composition of interspersed water and planting forms quality display at the entry interface. Our minimalist use of design language obliquely slices the edges of the waterscape feature, presenting an exquisite sense of elegance.


▲ 东南入口广场（展示型） ©南西空间影像
Southeast secondary entrance square (signification) ©Nancy Studio


第4幕：凤舞觅寻

下沉广场的翻折石凳

东北主入口一侧的下沉广场采用芝麻黑烧洗面花岗岩构筑石阶坐凳。转角石的每块石凳厚约30公分，确保结构的稳固与人体舒适度。设计通过“局部翻折”的构法，在石凳侧方“斜切”出体块造型，抽象地描摹凤舞的动势，为空间增添轻盈感及视觉的丰富度，在光影交错间营造出亲切且不失品质的下沉广场氛围。

ACT 4：MYSTIC SEARCH FOR THE PHOENIX
FOLDED SEATING EDGES AT SUNKEN PLAZA
The sunken plaza on the side of northeast plaza features layered terraces with obliquely-sliced seating steps at 30cm in thickness, ensuring structural stability, comfort for seating, and variations in the aesthetics of the space. The forms abstractly depict the momentum of phoenix, adding diversification of visual interests for the quality atmosphere of the sunken plaza.


▲ 花岗岩造型彰显精致感 ©南西空间影像
Granite styling highlights sophistication ©Nancy Studio


第5幕：温聚齐名

内庭广场的互动装置

设计在中庭核心区置入互动装置，与旱喷水景整体构筑出具有温度感的活动广场。互动装置的抽象造型模拟凤凰在枝头起舞的姿态，内置超声波雾化系统，生成细腻而梦幻的雾效；同时烟泡机作为另一特效互动模式，进一步提升了广场的互动体验，极大增强着空间的趣味性。

ACT 5：FESTIVE DANCE OF THE PHOENIX
INSTALLATION FEATURE AT COURTYARD PLAZA
The interactive installation at the courtyard plaza acts as a focal feature, and its abstract shape simulates the posture of a phoenix dancing on a branch. The interactive feature is an integrated light pole that has a built-in ultrasonic atomization system to generate fogs and smoke bubbles, creating special effects for numerous public modes of interactions. The installation highlights participatory experiences to activate the public realm.


▲ 傍晚时分的内庭互动装置 ©万象生活
Interactive installation in activity square in the evening ©MixC Life Style


03. “定义体验”破题单一场景

商业景观广场的价值主张

广场节点作为商业景观体系中最有蓄能价值的空间，若要破题单一场景，应当“以体验为导向”进行差异化设计。结合本项目的空间特点，我们从更高的思维视角对广场空间属性进行价值定位，从而导向更加精准的空间定性与定调。

“广场属性差异化，集中发力打造鲜明体验。”

为了全面激活本项目广场空间的潜在价值，我们结合商业设计逻辑，围绕“好展示”及“好活动”的两大体验方向进行景观广场的打造。

DEFINE EXPERIENTIAL QUALITY BEYOND STANDARDIZATION
VALUE PROPOSITIONS OF COMMERCIAL PLAZAS
Commercial plazas can be considered to be the core and the most valuable public realm in a commercial development. It requires a site-specific“experience-oriented”design approach to deliberately differentiate spatial characteristics and characterize experiential qualities of each plaza.
“The attributes of the plaza are differentiated, and efforts are made to create a distinctive experience.”
In order to fully activate values of commercial plaza, we took a wider perspective to analytically research into its roles and functions within the spatial system, and differentiated experiential qualities into “Good Display for Signification” and “Good Synergy for Activity”.


04. 展示广场的“品质体验”

揭示“好展示”的广场DNA

THE QUALITY ENPERIENCE AT SIGNIFICATION PLAZA
DNA FOR STRONG SIGNIFICATION


▲ 弥散铺装增强入口的引导性 ©南西空间影像
Gradient paving enhances the guidance of the entrance ©Nancy Studio


▲ 营造形象烘托的主入口水景 ©南西空间影像
Waterscape at the main entrance is used to create an vision ©Nancy Studio
、
万象汇东北角及东南角的两处主入口均面朝高人流量的城市路口，直面城市主脉，外向型的开阔条件赋予了极好的可视性与通达性；建筑的立面设计亦透过其昭示感的体量造型，结合入口两侧的旗舰店，彰显出强烈的入口形象观感，吸引着过往行人与车辆的目光。展示型广场的本质即围绕品质体验，以商业形象传递为主导，需着重于商业领域的宣示感并高效导入人流。我们将南北两个入口广场定位为最重要的展示型广场进行设计。

Entrances at entry plazas at northeast and southeast are directly orientated towards city road junctions with foot traffic, giving the plazas strong qualities of visibility and accessibility. The architecture reinforces the entry image through its massing design, combined with flagship stores on both sides of the entrances, successfully created focal attractions for by-passing pedestrians and vehicles.We identified the two entry plazas as the most prominent“Signification Plaza”for the project, acting as visual anchors of quality display at the commercial public realm. The primary function of these plazas is to efficiently guide pedestrians into the mall while providing sense of signification.


▲ 层叠的秩序感 ©南西空间影像
layered sense of order ©Nancy Studio


为“展示属性”而服务的外广场设计

针对展示型外广场，景观设计着重于“视觉”的形象营造。我们在保证其主展面通透的前提下，结合地形高差，在直穿的缓坡入口动线一侧置入观赏型特色水景，起到商业形象烘托的作用。

DESIGNING TOWARDS SIGNIFICATION
We focused our design towards creating“visual signification”on the premise of ensuring openness for visibility and accessibility. A gentle slope at entry provides easy access into the mall, and we’ve integrated a foreground waterscape on one side embedded into the terrain.


▲ 斜切的水景造型语言 ©南西空间影像
The obliquely cut waterscape modeling language ©Nancy Studio

叠级水景的体量嵌入了缓坡当中，为旗舰店外的品质形象界面保驾护航，且不会对旗舰品牌造成非必要的视线遮挡。无障碍的缓坡通行界面有弥散式的渐变铺装肌理作为整体动线的视觉引导，整体营造出既平坦规整，又有宣示感的商业入口形象。

The cascading waterscape creates an elevated sense of quality in front of flagship anchor stores, and does not create unnecessary sight-line obstructions. The gentle slope leading into the entrances features pavage with gradient color change, visually guiding visitor movements into the mall.


▲ 高效导入人流的展示型广场 ©南西空间影像
Signification square that efficiently introduces people ©Nancy Studio


▲ 水景为东南入口广场增添人流汇集点 ©南西空间影像
Waterscape adds a gathering point for the southeast entrance square ©Nancy Studio

东北主入口广场的北侧设有一个深度达5米的下沉广场直通地下商业。设计团队透过多轮的专业交圈与互动，对下沉广场的整体朝向与布局进行了针对性的优化。我们将台阶布局朝向路口人流来向，并以层叠式退台将展面最大化，优化了空间体验的尺度观感。

There’s a sunken plaza on the side of northeast entry plaza that directly connects to shops at basement-level. The design team optimized its orientation and layout to maximize its visibility from ground level, and further translated it into cascading composition of steps and plantings to enhance its experiential quality and sense of scale.


▲ 多变的下沉广场阶梯 ©南西空间影像
Ever-changing sunken square staircase ©Nancy Studio


▲ 石阶坐凳局部的翻折构法 ©南西空间影像
Partial folding construction method of stone benches ©Nancy Studio

种植的设计利用狐尾天门冬、百子莲以及瓜子黄杨等品种，营造出丰富度拉满的立体花园，错落布置的台地坐阶也增添了场景的灵动性，呈现出一座动静皆宜的品质花园。

The plantings are composed of Asparagus densiflorus 'Myersii', Agapanthus africanus and Buxus sinica, creating a three-dimensional experiential garden with rich textures integrated into the terraces. The garden atmosphere is both active and tranquil.


▲ 富有节奏感的石阶坐凳 ©南西空间影像
Rhythmic stone benches ©Nancy Studio


05. 活动广场的“活力体验”

揭示“好活动”的广场DNA

THE ACTIVATE SYNERGY AT ACTIVITY PLAZA
DNA FOR STRONG ACTIVITY


▲ 三面围合的内向型活动广场 ©南西空间影像
An activity square enclosed on three sides ©Nancy Studio

本项目L型的购物中心建筑形成一处三面围合的内向型内庭广场，该广场位置虽藏于里巷内部，但占据着项目的绝对C位，与内部商业动线多入口连通，具备可达佳，聚拢性强的场所特质。围绕内庭广场的业态多为餐饮，且餐饮沿街面连续、消极面少的特点也赋予了它成为优秀活动广场的良好基因。活动型广场的本质即围绕活力体验，需着重加强景观场景的参与性与舒适氛围，才能有效拉动并聚集人气。我们将街区内的内庭广场定义为本项目的活动型广场，重点打造聚拢人气的景观亮点空间。

There is an inward-facing courtyard plaza at the center of the project, enclosed by the L-shaped shopping mall. Although it is relatively hidden within the site, it is very well connected to internal circulations with multiple entrances into the plaza. Its high degree of accessibility and sense of enclosure have given the plaza strong characteristics suited for public gathering. Frontages at ground level are activated by food and beverages businesses, giving it a vibrant sense of street life for public activities and events.We identified the courtyard plaza as the focal “Activity Plaza” for the project, acting as the highlight attraction for the commercial hub. The design focuses on creating dynamism of participation and sense of comfort to effectively draw visitors into the courtyard.


▲ 通过阶梯划分空间 ©南西空间影像
Divide space by stairs ©Nancy Studio


为“活动属性”而服务的内广场设计

内庭广场作为本项目的公共空间枢纽，我们希望营造出活力互动且具有温度感的活动氛围。我们在内庭下沉广场的边界上进行了特殊设计，利用台地坐阶一体化联动上下层，化消极为积极，赋予动线与视线更加联动的空间交互属性。

DESIGNING TOWARDS ACTIVITY
Being the public hub of the project, we wanted to create festive vibes rendered by active events and interactions. We stepped terraces at the edges of sunken plaza further enhance spatial integratedness, creating better linkages and interactivity between upper and lower levels.


▲ 充满温度感的广场空间 ©南西空间影像
A square space full of warmth ©Nancy Studio


▲ 乌桕与地被植物形成绿意包裹 ©南西空间影像
Tallow trees and ground cover plants form a green package ©Nancy Studio

广场中央的核心区设有旱喷水秀及互动装置构成了空间的活力体验要素。起舞姿态般的互动装置通过超声波雾和烟泡机形成近距离的多模式互动，与旱喷水秀交互联动，渲染出自由而灵动的活力氛围。

The dry fountains and interactive installation feature at the core of the activity plaza contribute to the vibrant experiential quality here. The abstract shape of the installation mimics the posture of a phoenix dancing on a branch, and it is built-in with atomization system to generate special interactive effects such as fog and smoke bubbles, creating elevated sense of excitements for the interactive plaza.


▲ 傍晚的活力核“光影舞台” ©南西空间影像
Energetic core of the Light and Shadow Stage in the evening ©Nancy Studio

互动喷泉占地约80平方米，融合多组蘑菇喷头、集束喷头实现水流的动态变化和节奏控制；夜晚时分，光纤灯珠将水体转化成光影舞台，增强了体验的感官冲击；通过激活人们对声、色、形等多维体感的感知，景观为这里带来了富有惊喜与趣味的沉浸体验。

The dry fountains cover an area of about 80sqm, integrating a variety of fountain sprinklers to achieve dynamic change of rhythms. At night, integrated lighting effects transform the space into a water show sensation, bringing sensorial immersion to visitor experiences. The multiplicity of sounds, lights and waters has successfully activated the space that’s full of fun and surprises.


▲ 旱喷水景带来互动体验 ©南西空间影像
Waterscape brings interactive experience ©Nancy Studio

我们以向心围合的空间布局，在围绕中庭四周的沿街面街道上结合餐饮业态，打造乌桕林下内外拉通的外摆休憩空间。这里的街道氛围松弛，尺度宜人。我们选取体态繁茂高大的乌桕形成大面积、强舒适的林下休憩空间。自然错落的种植以穗花母荆开蓝色花作为中层骨架，搭配蓝雪花、无尽夏绣球、蛇鞭菊以及百子莲，穿插银白色系的柳叶星河，圆锥绣球等品种，形成丰富花境簇拥着场地，加强了景观空间的体验层次。

Food and beverages businesses surround the plaza along street frontages, with provision of outdoor dining pockets under tree canopies. The streets here are pleasant in scale and have a strong recreational atmosphere that’s particularly comforting in the urban environment. Understory planting varieties such as Ceratostigma Bunge, Hydrangea macrophylla 'Endless Summer', Liatris spicata (L.) Willd., Agapanthus africanus, Gomphostigma virgatum and Hydrangea paniculata Siebold form richness of experiences for the landscape.


▲ 内外拉通的餐饮外摆空间 ©南西空间影像
Dining space that connects indoors and outdoors ©Nancy Studio


▲ 亲切的街巷 ©南西空间影像
friendly streets ©Nancy Studio


结语

桐乡万象汇的景观打造是对于“常规商业景观产品”的一次创新实践，是结合商业需求的考量并兼容在地文化的体现。我们透过对既定模式提出挑战，成功突破传统的设计象限跨。在当今“非标商业”盛行但渐渐日益趋同的当下，我们更需要提炼定制化策略，在保证商业逻辑的同时形成有机的设计方法论兼容突破与创新。        

ENDNOTE
Through our innovative practices of systemic design thinking, the design team strives to elevate identity and experiential qualities to Tongxiang Mixc Shopping Mall beyond typical landscape design approach. In today’s competitive market of commercial developments, “non-standardized” products are particularly trending; however, they’re also growing increasingly standardized. We strongly believe our organic design methodology with embodiment of commercial logic and identity place-making is key to breakthroughs and innovations for every success of any project.


▲ 精致而丰富的内核广场 ©万象生活
Exquisite and rich major square ©MixC Life Style


▲ 灯光明媚的餐饮里巷 ©万象生活
Brightly lit dining garden alley ©MixC Life Style


▲ 旱喷与互动装置构成项目记忆点 ©万象生活
The unique combination of waterscape constitutes the memory point of the project ©MixC Life Style


▲ 总平面图 ©FLO景观设计事务所

项目基础信息

项目名称：桐乡万象汇景观设计
功能：商业公共空间
项目周期：2022.01 - 2024.06
项目地点：桐乡
景观面积：27000 SQM
景观设计：FLO景观设计事务所
景观设计团队：付凯，孙建浩，杨立慧，葛雨鑫，刘琨，程小芳，邓敬晶，郑清鑫，刘雨萌，余杰，熊陆辉
施工单位：上海景翊园林科技有限公司
委托机构：华润置地
状态：建成
摄影师：南西空间影像，万象生活

Project Basic Information
Project Name：Tongxiang MixC Commercial Landscape Design
Function：Commercial Public Space
Period：2022.01 - 2024.06
Location：Tongxiang
Landscape Area：27000 SQM
Landscape Design：FLO Landscape Design (Shanghai) Co. Limited
Team：Kai Fu, Jianhao Sun, Lihui Yang, Yuxin Ge, Kun Liu, Xiaofang Cheng, Jingjing Deng，Qingxin Zheng，Yumeng Liu，Jie Yu，Luhui Xiong
Construction：Shanghai Jing Yi Landscape Technology Co., Ltd.
Client：China Resources Land Limited
Status：Completed
Photographs：Nancy Studio，MixC Life Style


来源：本文由FLO景观设计事务所提供稿件，所有著作权归属FLO景观设计事务所所有。