一个无限的秀场，AD艾克建筑升级打造欧文莱总部大地主义展馆
AD ARCHITECTURE reimagines Overland’s headquarters showroom as a boundless “runway” for the new Earthism Series
建筑是拿捏自如的体块在光线下神奇、恰当而又绝妙的表演。
我们的眼睛生来是观看光线下的各种形式的。
光与影让形式得以显现，几何是光线下最善于展示的伟大的基本形式：他们的形象对于我们来说是明确的、肯定的、毫不含糊的。
因此，他们是美的形式，是最美的形式。——走向新建筑，1923年
“Architecture is the masterly, correct and magnificent play of masses brought together in light. Our eyes are made to see forms in light; light and shade reveal these forms; cubes, cones, spheres, cylinders or pyramids are the great primary forms which light reveals to advantage; the image of these is distinct and tangible within us and without ambiguity. It is for that reason that these are beautiful forms, the most beautiful forms.”— Towards a New Architecture (1923)
光与几何
Light & geometry
建筑是一种关系，一种纯粹的心灵创造，抽象的、静寂的、纯粹的、几何学的空间创造，建筑空间内部自然与人为地导入了各种光的启示，感受空间的力量，让人与精神共振。
Architecture is a relationship, bringing a pure spiritual experience and creating an abstract, tranquil, pure and geometric space. The interior space is awash with natural daylight and artificial lighting, allowing people to feel the spatial power and resonate with its spirit.
01 项目背景
Project background
2023年10月份，艾克建筑设计收到了欧文莱集团的再次邀请，参与总部的二次升级，为其新产品大地主义主题产品系列做体验空间，这是团队与欧文莱的再次携手合作。项目位于佛山陶瓷总部基地，欧文莱总部公共空间与品牌体验中心，是一次品牌形象的升级工作，承载着接待与展示体验为一体的多维度空间。
In October 2023, the porcelain and stone tile brand Overland entrusted AD ARCHITECTURE to conceive an experiential showroom for its new Earthism Series, as a part of the brand’s headquarters upgrade initiative. This commission also marks a continuation of the collaboration between the two sides in 2021 when AD ARCHITECTURE initially crafted a showroom for Overland. Situated within Overland’s headquarters in Foshan, this project serves as a brand experience center, aiming to enhance the brand’s image as a multifunctional space that combines reception, display, and experiential functions.
02 品牌延续
Brand analysis
欧文莱素色瓷砖是将人对瓷砖细微的主观感受转化成技术参数，把素色美学与现代制造技术相结合，基于自然、现代元素以及复合元素，从色感、纹理、肌理、光感、触感等多维度进行设计研发。欧文莱品牌应高阶审美而生，产品强调自然与时尚元素的融合，涵括高端岩板、瓷砖等品类集成，主打具有独特审美眼光的精英群体市场，保持着现代时尚、简洁纯粹的格调。
Overland innovatively translates people’s subtle subjective feelings about ceramic tile products into technical parameters, and merges a subdued color aesthetic with modern manufacturing technology. Based on natural, modern and composite elements, the brand’s products are designed and developed across multiple dimensions such as color, texture, grain, luster, and touch. Overland is born to cater to high-end aesthetics, emphasizing the integration of natural and fashionable elements. Its product range includes high-end sintered stone, ceramic tile, quartz stone and others, targeting elite groups with unique tastes and advocating for a modern, fashionable, simple, and pure style.
欧文莱2024年推出素色瓷砖品类第八代符号产品［大地主义］主题系列，以“致广大而尽精微”为理念进行瓷砖材质语言创新，倡导“过一种没有天花板的生活”，新品研发采用“肌纹共生技术”，解决传统瓷砖纹理与肌理自然融合的美学实现难题，还原材质设计的自然调性。
In 2024, Overland launched its eighth-generation symbol product series in solid colors, themed “Earthism.” Guided by the philosophy of “attaining the broad and great while addressing the delicate and minute,” the new series aims to innovate the language of ceramic tile materiality, advocating for a lifestyle without limitations. The development of the new product series utilizes “texture-grain symbiosis technology” to address the aesthetic challenge of naturally seamlessly traditional ceramic tile textures and grains, thereby restoring the natural tone of material design.
03 产品特点挖掘
Product features exploration
基于品牌产品文化内核的一次深度思考，基于对大地主义主题产品系列的表现方式的思考。
The showroom design was based on a thorough reflection on the essence of new product series and a deep dive into its presentation and display.
欧文莱认为：［大地主义］解读为“大地风格，自然主义”，大地是一个没有天花板的地⽅，生活本应是一种松弛感的姿态，⼈类在城市⾥也不是脱离⾃然。因为优秀的建筑是自然的延续，人们栖居在建筑⾥，建筑就是⼈与⾃然沟通的介质，建筑皮肤所用的瓷砖材质也能传达自然的情绪。
Overland illustrates that “Earthism” can be interpreted as “earth style, naturalism”. Earth is a realm without a ceiling, where life naturally assumes a relaxed posture. Even within the urban landscape, humans remain connected to nature. Remarkable architecture seamlessly extends from nature, serving as both habitat and a conduit for human-nature interaction. The choice of ceramic tile as a building material further amplifies these natural sentiments.
设计既要深挖欧文莱尊重自然，强调素色美学，纯粹的品牌文化，更要充分理解新产品的设计理念，以建筑空间与光为介，为新产品提供一个背景。尊重自然、和谐共生。
Therefore, the project’s design needed to grasp the design philosophy of the new product series, leveraging architectural space and light as mediums to create a backdrop that highlights the new products. The overall design needed to show respect for and harmonious coexistence with nature.
此处内容需要权限查看
