OFT设计 | 成都COSMO-设计风向

去COSMO撒欢儿，“内容新场景”构建中国潮流文化乌托邦

Go to COSMO for fun, ” new scene of content” to build China’s trendy cultural utopia

2023年，现象级潮流商场“COSMO成都”（以下简称COSMO）横空出世，这个集零售、快闪、活动、演出、社交、展览为一体的策展型商业IP，是今年商业地产的最大黑马。在中国流量最大的社交平台小红书上，超过7W的打卡笔记，是COSMO爆红的标志，与此同时，“COSMO”成为与“茶馆”“三星堆”并列的成都旅行热搜词。

In 2023, the phenomenal trend mall “COSMO Chengdu” (hereinafter referred to as COSMO) was born. A curated commercial IP that integrates retail, flash mob, event, performance, social and exhibition is the biggest dark horse of commercial real estate this year. On Xiaohongshu, China’s most popular social media platform, COSMO has become a hit, with more than 70,000 notes, and “COSMO” has become one of the most popular travel words in Chengdu, along with “teahouse” and “Sanxingdui”. COSMO” has become a hot word for travel in Chengdu, along with “teahouse” and “Sanxingdui”.

从外立面的涂鸦和一个6.5米高的标志性蓝兔子艺术装置开始，COSMO就如自身“青年磁场”的定义一样，吸引着松散、自成一派的小众文化品牌自发流向这个场域，1807、中国最具人气说唱歌手马思唯的AFGK、Randomevent®、A Few Good Kids、OLD ORDER、LIVING TOWN、圣山等西南首店、成都首店以及城市旗舰店都在此集结，曾经的百货公司不再，取而代之的是潮人去了都直呼要得“风湿病”的超级潮流文化工厂。

Starting with the graffiti on the facade and a 6.5-meter-tall iconic blue rabbit art installation, COSMO, like its own definition of “youth magnetism,” has attracted a spontaneous flow of loose, self-contained niche culture brands to the venue, including 1807, Randomevent®, AFGK of China’s most popular rapper Ma Siwei, A Few Good Kids, OLD ORDER, LIVING TOWN, Saint Hill and other first stores in Chengdu or even Southwest China here. The former department store is no longer exists, but replaced by a super trendy cultural factory.

显然，这个独立于传统商业语境下的潮流商场，被重新定义为代表成都说唱、滑板、电子音乐、复古、机车等小众文化的超级符号，吸引年轻人“来耍”。

Obviously, this trendy mall, which is independent from the traditional commercial context, is redefined as a super symbol representing Chengdu rap, skateboard, electronic music, retro, biker and other niche cultures to attract young people to “come and play”.

对传统商业而言，这是一场始于内容与场景的商业革命，“内容新场景”是这个策展型商业制胜关键词。

For traditional businesses, this is a business revolution that starts with content and scenes, and “new scenes of content” is the keyword for this curated business.

“内容新场景”这一设计策略由香港设计公司OFT提出，OFT凭借自身对潮流文化的敏锐嗅觉，以及对成都在地先锋文化意识的理解，把“娱乐、互动、体验”作为设计核心，通过设计将情感、文化、体验与场景进行互联，为新青年们创造出一个可容纳多元内容发生的新场景，商业空间既为文化输出的载体，也是传达信息的符号。

The design strategy of “new scenes of content” was proposed by Oft Interior, a Hong Kong-based design company. With its keen sense of trendy culture and understanding of Chengdu’s local pioneer culture, Oft Interior takes “entertainment, interaction and experience” as the core of its design. The design interconnects emotion, culture, experience and scene, creating a new scene for the new youth to accommodate multiple contents, and the commercial space is both a carrier of cultural output and a symbol to convey information.

01 IDENTITY

新场景革命用设计制造身份认同

New Scene Revolution, Creating Identity with Design

COSMO建于2007年，建筑位于成都最繁华的盐市口商圈，前身是上普财富中心，随着城市中心转移与消费权杖更迭，旧的商业体与盐市口一样，成为年轻人熟视无睹的日常。2023年，这个过时的盒子购物中心，用“内容新场景”成功突围，购物行为变成更具探索欲和好奇心的拆盲盒体验，同时，带有强烈成都本土属性的国潮文化也被推向至高点。

COSMO was built in 2007 in Chengdu’s most prosperous Yanshikou shopping district, formerly known as Shangpu Fortune Center. As the city center shifted, the old commercial complex, like Yanshikou, became a familiar daily sight to young people. In 2023, this obsolete shopping center successfully broke through with a “new scenes of content”.The shopping behavior here becomes a more exploratory and curious experience of opening blind boxes, and at the same time, the national trendy culture with strong local attributes of Chengdu is pushed to the top.

随着商业朝更细分更精细化的方向发展，强调人与人、人与场域之间的联系的“场景”成为新的连接点，串联起小众文化与特定人群需求，“场景”在无形中成为链接消费者与品牌、消费者与消费者、消费者与产品之间的重要媒介。

With the development of business in a more segmented and refined direction, “scene”, which emphasizes the connection between people and fields, has become a new connection point, linking niche culture and specific people’s needs. The “scene” has become an important medium linking consumers to brands, consumers to consumers, and consumers to products.

事实上，这场新场景革命，正是用设计为不受主流文化约束的消费者，制造一种身份认同，让空间与消费者的身份相互吻合、印证以及产生共鸣。

In fact, this new scene revolution is to use design to create an identity for consumers who are not bound by the mainstream culture, so that the space and the identity of consumers can be matched and confirmed, resonating with each other.

COSMO的客群非常垂直、精准，主要是热爱潮流文化的Z世代年轻族群。OFT以制造身份认同感作为设计出发点，提取主题、功能、内容等信息，以视觉标志性、场景独特性、概念主题性三大要素构成场景，通过显性视觉符号与隐性设计逻辑，将抽象概念转移为感官体验传达给用户。

COSMO’s clientele is very vertical and precise, mainly the young group of Generation Z who love trendy culture. Oft Interior takes the creation of identity as the starting point of design, extracts the theme, function, content and other information, and constitutes the scene with three elements: visual iconic, scene uniqueness and concept thematic. Through explicit visual symbols and implicit design logic, the abstract concept is transferred into sensory experience to convey to users.

通过设计潜移默化的引导，消费者与商场的关系也随之发生变化，商场从一个短暂停留的购物场所，过渡到一个可以长期停留的圈层聚集地，超级符号不仅具有象征意义，它的引力还在于：让消费者在这里获得认同与归属感，能更轻松自在地做自己。

Through the subtle guidance of design, the relationship between consumers and the mall changes. The mall transitions from a shopping place for a short stay to a circle gathering place where they can stay for a long time. The super symbol not only has symbolic meaning, but its gravitational force also lies in: allowing consumers to gain a sense of identity and belonging here and be themselves more easily and comfortably.

02 SOCIAL RELATIONSHIP

视觉符号x隐性逻辑重塑线下社交关系

Visual symbols x implicit logic, reshape offline social relationship

循环播放CG动画的电子屏、不锈钢、灰泥涂料、金属构件以及有距离的空间区隔，OFT用最直观的设计语言和手法，完成对潮流文化的拆解与重构，营造冷度和科技感的高街T台氛围。

With CG animation electronic screens, stainless steel, stucco paint, metal components and distant spatial partitions, Oft Interiors uses the most intuitive design language and techniques to complete the dismantling and reconstruction of trendy culture, creating a cool and technological atmosphere of high street catwalk.

裸露的水管、风管、电线管；清水混凝土的方形立柱；大面积人造哑光灰色水泥砖；原创设计的LED透光板、荧光灯管；横平竖直的流畅线条、粗粝裸露的钢筋水泥表面……则呈现出空旷的“工业废墟风”质感。

Exposed water pipes, air ducts and electrical ducts; square columns of fair-faced concrete; large artificial matte gray cement tiles; original designed LED light-transmitting panels and fluorescent tubes; horizontal and vertical smooth lines, coarse and bare steel and concrete surfaces ……All of them present an empty “industrial ruin style ” texture.

这种场景的高度统一，正在缩小客观现实与理想之间的差距。OFT用最具表现力的视觉符号制造社交货币，使得年轻人开始思索文化与空间的关系，触发潮流消费群体内在的审美共鸣。

The high degree of unity of this scene is narrowing the gap between objective reality and the ideal. Oft Interiors uses the most expressive visual symbols to create social currency, making young people begin to think about the relationship between culture and space, triggering the internal aesthetic resonance of the trendy consumer group.

除此之外，设计还刻意营造一种“观看”与“被观看”的社交关系，消费者既是场景参与者，也是潮流文化本身，价值认同与身份认同感在这里被发挥到极值。在环境与文化的双重驱使下，消费者深度参与到社交媒体中，表达对潮流文化议题的见解，自发完成“打卡”的传播行为，形成线上线下媒介传播闭环。

In addition, the design also deliberately creates a social relationship of “watching” and “being watched”, where consumers are both participants of the scene and the trendy culture itself, and where value and identity are brought into play. Driven by both environment and culture, consumers are deeply involved in social media, expressing their opinions on trendy cultural issues and spontaneously completing the communication behavior of “check in”, forming a closed loop of online and offline media communication.

而隐藏的设计逻辑则围绕商业内容运营展开。

The hidden design logic revolves around commercial content operation.

为满足COSMO策展型商业的定位，OFT保留较多展陈空间，满足年轻人新鲜感诉求，为店铺个性化延展提供便捷，并承载COSMO与品牌持续的内容输出和品牌表达，这样可容纳多元灵活能力的“内容新场景”，正在成为未来商场设计趋势。

In order to meet COSMO’s positioning as a curated business, Oft Interiors reserves more exhibition space to meet young people’s demand for freshness, to provide convenience for personalized extension of the store, and to carry COSMO, the brand’s continuous content output and brand expression. Such a “new scene of content”, which can accommodate multiple and flexible capabilities, is becoming the future design trend of shopping malls.

区别于其他公区，展陈区域更为空旷，几何块状地砖拼花与巨型天花上下呼应，形成软性隔断的场域，设计师引入T台构想，在这里消费者不是观众，而是T台主角。先锋艺术策展、品牌发布活动、音乐现场、潮流零售快闪、独立设计师SHOWROOM3.0……也在此自然发生。

Unlike other public areas, the exhibition area is more open, with geometric floor tile parquet and giant ceiling echoing up and down to form a soft partitioned field. Designers introduce ideas of the catwalk, where consumers are not the audience but the protagonists of the catwalk. Events like Pioneering art exhibition, brand launch events, music scene, trendy retail flash mob, independent designer SHOWROOM 3.0 and so on, also happens here naturally.

天花作为整个场景中最突出的线索，设计师用不同材料与形态的灯具塑造了每层楼、每个分区环境，引导游览动线，营造空间氛围。

The ceiling is the most prominent clue in the whole scene, the designer uses different materials and forms of lighting to shape each floor and each partition environment, to guide the touring movement and create the space atmosphere.

一楼天花以镂空金属板或金属网为主，多重物料纵横交错又各具特色。

The ceiling of the first floor is dominated by openwork metal panels or metal mesh.

二楼加入了金属波浪板和白色的发光灯膜，大面积三角形灯饰象征着青年人的尖锐。

The second floor incorporates wavy metal panels, large triangular lights and white luminous light film.

三楼用明显的条形灯带与筒灯构成分区。

The third floor is partitioned with obvious strip lights and downlights.

这样独具包容性与自由度的空间形态，是对传统商业文化的反叛，差异化的设计强调每个年轻人都是独特的存在。

Such a uniquely inclusive and free spatial form is a rebellion against traditional commercial culture, and the differentiated design emphasizes that each young person is a unique being.

与此同时，场景的可持续性也是COSMO设计重点之一，从时间维度上来看，单一场景无法满足3-5年的商业运营周期，设计需要让空间场景更灵活多变，让场景进行空间和品牌的叠加，商场设计与潮流品牌相互吻合，商场作为凸显潮流文化的背景，不喧宾夺主也是这次设计的重要考量。

At the same time, the sustainability of the scene is also one of the key points of COSMO design. From the perspective of time dimension, a single scene cannot meet the business operation cycle of 3-5 years, the design needs to make the space scene more flexible and changeable, so that the scene can carry out the superposition of space and brand. The mall design and the trendy brand coincide with each other. As the background of highlighting the trendy culture, The mall not to take away the main character is also an important consideration of this design.

场景本身既是承载潮流文化发生的载体，也参与不同的文化碰撞中，触发更多新内容的产生。

The scene itself is both a carrier of trendy cultural happenings and also participates in different cultural collisions, triggering more new content generation.

03 USER THINKING

用户思维设计解锁商场新流量密码

User thinking design unlocks new traffic codes in shopping malls

如果说视觉符号延伸了潮流文化与感官的想象力，那么完成这种想象力的深层逻辑则来自“用户思维”。所谓“用户思维”，简单来说就是“以用户为中心”，针对客户的各种个性化、细分化需求，提供各种针对性的产品和服务。

If visual symbols extend the imagination of trendy culture and senses, then the deeper logic to complete this imagination comes from “user thinking”. The so-called “user thinking” simply means “user-centered”, providing a variety of targeted products and services to meet the various personalized and segmented needs of customers.

很多人好奇，为什么COSMO卫生间都能成为流量密码？一个功能空间成为必打卡的“景点”，除了设计师对年轻审美的预判与转译，还有“用户思维”的集中体现。

Many people wonder why COSMO bathroom can become a traffic code. A functional space has become a must-see “attraction”, in addition to the designers’ pre-determination and translation of young aesthetics, there is also a concentrated show of “user thinking”.

在卫生间中，设计师利用镜面的反射关系，制造视觉错觉，当人处于不同位置，不同距离、角度拍摄，都会得出不一样的效果，这种类似电影“蒙太奇”的空间设计手法，让消费者像如置身电影画面，在无数次的镜头连接与拼接中，找到最完整的自我。

In the bathroom, the designer uses the reflection relationship of the mirror to create visual illusion. When people are in different positions, different distances, angles, different effects will be produced.This montage of space design makes consumers feel like they are in a movie, finding their most complete selves through countless shots and splices.

在影响消费体验的最后环节，OFT精准把握消费者心理，用设计语言消解大众对功能空间的刻板印象，为消费者创造惊喜体验，每个空间都被平等对待，并兼顾消费行为之外消费者的基本需求与特殊需求，这正是典型的用户思维与服务。

In the final part of the consumer experience, Oft Interiors accurately grasp the psychology of consumers, using the language of design to dissolve the stereotypical impression of the public on the functional space, to create a surprising experience for consumers. Each space here is treated equally. They take into account the basic needs and special needs of consumers outside the consumer behavior, which is the typical user thinking and service.

毋庸置疑，当设计聚焦聚焦商业空间研究与人居生活发展，一切围绕“人”本身进行设计延伸，与商业价值、文化趋势同频共振，为新消费品牌提供场景解决方案，才能帮助品牌实现指向场景驱动增长的引擎价值。

Undoubtedly, when design focuses on commercial space research and habitat life development, all design extensions should focus on “people” , which will resonate with business values and cultural trends, and provide scenario solutions for new consumer brands. In this way, it can help brands realize the value of the engine that points to scenario-driven growth.

COSMO和OFT以“用户思维”为引，探讨潮流所带来的变革力量，为客户创造了一个不以商业诉求、以文化为据点的社区空间，借此机会与消费者进行了深度链接。

COSMO and Oft Interiors use “user thinking” as a guide to explore the transformative power of trends, creating a community space for clients that is not commercially driven but culturally based, and taking the opportunity to connect deeply with consumers.

COSMO的成功反映出消费者需要可以塑造共同记忆与共情的空间，“内容新场景”的构建为小众文化传播者提供了不受时空限制的精神领地，在COSMO，人人都是文化传播者与创作者，不断制造新的内容与场景推动中国潮流文化走向台前。

The success of COSMO reflects that consumers need a space where they can create common memories and empathy, and the construction of “new scenes of content” provides a spiritual territory for niche culture that is not limited by time and space. At COSMO, everyone is a cultural evangelist and creator.The new scene and contents are constantly created to push Chinese trendy culture to the front of the stage.

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项目信息

项目名称｜COSMO成都
业主单位｜成都上普
设计机构｜OFT设计
设计总监｜邹卓明、张敬贵
设计团队｜Samantha Chan, Shanny Cheung, Yoyo Au, Stella Tong, Tammy Au
项目面积｜100000㎡
项目地址｜成都·中国
项目摄影｜彦铭工作室、肖恩
内容策划｜Tara
注：未标注版权图片皆为彦铭工作室出品

Project Name｜COSMO Chengdu
Client｜Chengdu Shangpu
Design Organization｜Oft Interiors
Design Director｜CM jao, ken Cheung
Design Team｜Samantha Chan, Shanny Cheung.Yoyo Au, Stella Tong, Tammy Au
Project Area: 100000㎡
Address: Chengdu, China
Project Photography｜Yanming Studio, Sean
Content Planner｜Tara
Note: All images without copyright noted are produced by Yanming Studio.