一展设计/肖懿展 | 浙江义乌CC CLUB-以品牌记忆唤醒空间情绪-设计风向

在飞速的时代中狂奔，我们总希望身边的人和事都能慢下来，而面对积压的焦虑与不安，选择用音乐去释放内心的压抑，在霓虹灯光的闪烁中汲取灵感，成为Z时代夜生活忘却烦恼、治愈生活的方式之一。

Running in the fast times, we always hope that people and things around us can slow down. Faced with the accumulated anxiety and restlessness, we choose to release the inner depression with music and draw inspiration from the flashing neon lights, which has become one of the ways to forget the troubles and cure the life in the nightlife of the Z era.

在Z时代群体的心中，夜生活需要鲜明的个性表达、非常规的视觉感受与热闹有趣的体验，而在这里，不按既定路线行事，每个人只需要做好你自己，享受当下。

In the hearts of the Z age group, nightlife requires distinct personality expression, unconventional visual experience and lively and interesting experience, but here, instead of following the established route, everyone just needs to be yourself and enjoy the moment.

作为CC CLUB 品牌的升级空间，设计师希望通过灯光与色彩，创造新的社交场景，在平庸日常中制造一处充满惊喜的夜生活新坐标。一展设计从社交本质入手，提取标志性的“CC”元素，在塑造品牌记忆的逻辑中，利用变幻的灯光与艺术装置，呈现出具有多重属性的综合社交空间。

As the upgrade space of CC CLUB brand, the designer hopes to create a new social scene through lighting and color, and create a new coordinate of nightlife full of surprises in ordinary daily life. The first exhibition design starts from the essence of social interaction, extracts the iconic “CC” element, and presents a comprehensive social space with multiple attributes by using changing lights and art installations in the logic of shaping brand memory.

品牌记忆引发魅力风暴

Branding makes charming hurriance

项目位于人潮汇集的潮流创意街区，在沿街的玻璃橱窗中，设计将原用立面结构保留，在透明的视错觉系统中，宛如精致的情绪收纳盒，向每个路过的行人传递着标志性的品牌符号。当夜幕降临，流光溢彩的灯光勾勒出感官的多重象限，在已知与未知中，彰显着属于Z时代年轻人的态度。

The project is located in the fashionable creative block where people gather. In the glass window along the street, the original facade structure is retained. In the transparent optical illusion system, it is like a delicate emotional storage box, conveying the iconic brand symbol to every passing pedestrian. When night falls, the colorful lights outline the multiple quadrants of the senses. In the known and unknown, the attitude of young people belongs to the age of Z era is revealed.

CC CLUB 从年轻群体的社交方式切入空间，重塑一个极具个性的情绪现场，打破夜店沉闷的空间印象，当夜晚被染上颜色，属于这里的活力时刻才真正到来。

CC CLUB cuts into the space from the social way of the young group, reshapes a highly personalized emotional scene, breaks the dull impression of the nightclub space, and only when the night is stained with color does the vitality of the place really come.

在年轻群体心理的洞察上，品牌记忆与设计达成了高度一致：通过空遍布空间的半圆形体与多媒体艺术装置，映照了品牌名称中“CC”的意象，以“Charm Capital”（魅力中心）诠释了品牌对Z世代社群的感召：每个人在这里都能找到表达自我的新方式，在群体认同的有效半径内，唤起每个体验者的心理慰藉。

In terms of insight into the psychology of young groups, brand memory and design have reached a high degree of agreement: the semi-circular shape and multimedia art installation covering the empty space reflect the image of “CC” in the brand name, and interpret the Charm Capital of the brand to the community of Generation Z: Everyone can find new ways to express themselves here, arousing the psychological comfort of each experiencer within the effective radius of group identity.

门厅扑面而来的强烈色彩，混合着时间与空间的重叠交错。设计在与品牌深入沟通中，通过标志性的双C图形，延伸出具有强烈循环意味的能量磁场。在艺术和情景的边界中，装置上滚动的文字向每个人宣示：获取快乐的方式可以很简单！

The strong colors coming from the entrance hall are mixed with the overlapping of time and space. In the deep communication with the brand, the design extends the energy magnetic field with strong circulating meaning through the iconic double C graphics. At the boundary between art and scene, the scroll of text on the installation declares to everyone that the way to happiness can be very simple.

在变幻的灯光中，设计通过对背景墙形体与色彩的塑造，在重叠与交错中，让等候变得不再无趣，空间秩序也被重新定义。通过光线的对比与塑造，储物柜被巧妙隐藏在黑暗之中，在功能之上关照了公共空间的整体观感。

In the changing lights, the design makes waiting no longer boring and space order is redefined by shaping the shape and color of the background wall in the overlap and interleaving. Through the contrast and shaping of light, the locker is cleverly hidden in the dark, taking care of the overall look and feel of the public space on the basis of function.

遇见隐藏的自己

Express Yourself

基于夜店形态的商业思考，在外界与喧闹的舞池间，需要充分的过渡空间，而设计通过时空隧道灯光与情境的变幻，在进入之前，在空间中形成强烈的透视焦点，在有限中创造空间的无限延展。

Based on the commercial thinking of the nightclub form, sufficient transition space is needed between the outside world and the noisy dance floor. The design forms a strong perspective focus in the space before entering through the changes of the light and situation of the time tunnel, creating an infinite extension of space in the limited space.

强烈的色彩与材料的结合，艺术装置的引入，在视觉游戏中开辟出独特的场域感知，在这里，既可以召集好奇与快乐，也可以容纳精神和情绪的交互。

The combination of strong colors and materials, as well as the introduction of art installations, opens up a unique field perception in visual games, where curiosity and happiness can be called together, and spiritual and emotional interactions can be accommodated.

由门厅与后场的过渡地带，场域基调被设计师以巧妙的虚实手法把空间隔开，通过行进动线的折叠，在有限的空间扭转中，将动线有效延长，在正式进入舞池前，透过细微的光线变化，为体验者的情绪提供充分的缓冲地带，整个空间制造一种深邃的神秘感。

From the entrance hall and the back of the transition zone, the tone of the field is separated by the designer with clever virtual and real techniques. Through the folding of the moving line, in the limited space torsion, the moving line is effectively extended. Before formally entering the dance floor, through the subtle light changes, to provide sufficient buffer zone for the emotions of the experiential, the whole space creates a deep sense of mystery.

情绪触发场景记忆

Emotional Flied

在 CC CLUB 主厅的Party区，设计对于独特的感官场景营造有着独特的诠释：设计师延续品牌的标志性环状意象，用连贯的设计手法将空间场域进行重新“解构”，在听觉与视觉的双重加持下，营造出具有实验性的空间新秩序。

In the Party area of the main hall of CC CLUB, the design has a unique interpretation of the creation of unique sensory scenes: the designer continues the iconic ring image of the brand, re-” deconstructs “the space field with a coherent design technique, and creates an experimental new order of space under the dual support of auditory and visual.

通过有效梳理舞池的动线，在不大的空间中了兼顾了使用感受与品牌商业的双重思考。在舞池灯光的变幻中，组合为具有强烈秩序感的艺术装置，人与人之间久违的能量交换，在此刻被彻底唤醒，建立起漂浮城市中的新型关系。

By combing the dynamic lines of the dance floor effectively, the double thinking of using experience and brand business is taken into account in a small space. In the changing lights of the dance floor, the combination is an art installation with a strong sense of order. The long-lost energy exchange between people is completely awakened at this moment, establishing a new relationship in the floating city.

当音乐响起，每个细胞都随着灯光而悦动。在走廊区域，通过反复折射的映像，设计盥洗区域强调视错觉的营造，空间边界被一次次的消解、融合，激发体验者的感官世界之余，碰撞出一个极具视觉张力的透视空间，空间感受也更加通透疏朗。

When the music plays, each cell is excited by the light. In the corridor area, the bathroom area is designed to emphasize the creation of optical illusion through repeated refracted images. The space boundary is dissolved and fused again and again. Besides stimulating the experiencers’ sensory world, a perspective space with great visual tension is created, and the space experience is more transparent and spacious.

从传统夜店昏暗拥挤的环境体验，到CC CLUB以灯光与感官秩序构建的奇妙幻境，设计见证了群体需求与自我表达的更迭：走出越来越熟悉的“舒适区”，不断突破自我的边界，这是一场关于勇敢与真诚的讨论。

From the dark and crowded environment experience of traditional nightclubs to the fantastic fantasy built by the light and sensory order of CC CLUB, the design witnesses the change of group needs and self-expression: stepping out of the increasingly familiar “comfort zone” and constantly breaking through the boundaries of self, which is a discussion about courage and sincerity.

而设计所营造的，是对于自我的勇敢表达与面对，在沉浸式的感官体验中，一展设计延续品牌对于当代休闲方式的思考，在CC CLUB 富有安全感的社交体验中，人与人的信任被重新链接，设计给予了人们心理的中熟悉的安全感和情绪链接，而这也是品牌与设计为都市夜生活休闲模式的当代思考。

What the design creates is the brave expression and face of the self. In the immersive sensory experience, the design continues the brand’s thinking on the contemporary leisure way. In the social experience of security in CC CLUB, the trust between people is re-linked, and the design gives people the familiar sense of security and emotional link in their psychology. This is also the contemporary thinking of brand and design for urban nightlife leisure mode.

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