Ansan Hotel

以符号化   社区化设计

提升酒店品牌识别度

安辰酒店的新旧交替，是新一代人和老一代人的交替，是思维观念的交替，这一切都折射着这座城市的变迁。在不同的历史时期和地域中，建筑物的形式和功能都反映了当时社会的文化特征和价值观。当城市开始寻找自己的定位，并不断强化自身的特点、打造城市品牌，城市中的建筑、景观只有顺应这个趋势，才能形成足够强烈的记忆点。从设计的角度来说，统一而可重复的设计元素和空间特征可以共同构成一种符号化的语言。

The old and the new of Ansan Hotel is the alternation of two generations and their thinking concept. In different historical periods and regions, the forms and functions of buildings reflect the cultural characteristics and values of the society at that time. When cities start to find their positioning and continue to strengthen their features and build city brands, the buildings and landscapes in cities can only form strong enough memory points if they follow this trend. From the design perspective, unified and repeatable design elements and spatial features can develop a symbolic language together.

以符号语言重塑设计

Reshaping Design with Symbolic Language

WJ STUDIO

万境设计团队带着这种符号语言的思考，投入到绍兴安辰酒店的设计之中。我们提出了一个以符号化、视觉识别为理念的改造方案，希望除了对酒店内部的改造，通过酒店外部的立面、景观的改造，让建筑物的外观形式、材料和色彩传达柯桥的地域特征和城市文化。

With this symbolic language in mind, WJ STUDIO put into the design of Shaoxing Ansan Hotel. We proposed a renovation plan with the concept of symbolization, hoping that in addition to the renovation of the hotels interior, the exterior facade and landscape of the hotel will be renovated so that the exterior form, material and colour of the building will convey the regional characteristics and urban culture of Keqiao.

同时，我们将酒店的社交属性转化为设计手法，以酒店公共区域为依托，为酒店住客提供可以放松、交流的社交场所，并为线上平台更大范围内的人们提供社群空间。将符号化和社区化这两条设计目标提升到概念设计的层次，推动整个方案的发展，最终有效地提升了酒店的品牌识别度。

At the same time, we transformed the social attributes of the hotel into a design approach, using the public areas of the hotel as a basis to provide a small social place for hotel residents and young people in the surrounding community to interact and provide a shared space for people in a wider area on the online platform. The two design objectives of symbolization and communalization are enhanced to the level of conceptual design, which drives the development of the whole project and eventually improves the hotels brand identity.

在首层的酒店大堂和餐厅部分，大胆地采用了橘红色的顶面，前台的LED灯光展现出一种极强的色彩张力，提醒着客人酒店年轻、潮流的品牌文化。

On the first floor, the hotels lobby and restaurant are boldly decorated with orange roofing and the LED lighting in the background of the front desk, creating a solid colour tension and reminding guests of the hotels young, trendy brand culture.

我们在二层设计了一个供住客使用的活动空间，由两个相对私密和安静的游戏室和一个宽敞的公共休闲区组成，可供住客在工作、旅游之余提供娱乐，或在窗边欣赏城市街景。

We designed a comon space for travellers on the second floor, consisting of two relatively private and quiet game rooms and a spacious public lounge area that can be used to provide entertainment after work or travel or to enjoy the city streetscape from the window.

设计师希望通过符号化的空间元素来塑造城市酒店独特的居住体验。客房的设计以深胡桃木和米白色织物为主要材质，点缀的黄铜元素不仅增强了空间的艺术性和美感。

The designer wanted to shape the unique living experience of the city hotel through symbolic spatial elements. The guest rooms are designed with dark walnut and beige fabrics to create a relaxing, home-like feeling for the residents. The embellished brass elements not only enhance the artistry and beauty of the space, but also continue the design language of the hotels public space to a certain extent.

△部分图片文字信息部分来源于网络，侵权删除

设计公司：

WJ STUDIO

万境设计

国家/地区：中国