春风动力研发大楼企业展厅及公共区域 室内设计 / Cityinno

项目背景
Background

春风动力自1989年成立以来，一直坚持自主创新，目前已发展成为一家集产品研发、制造和销售于一体的专业高端动力运动装备国际化品牌。
本项目位于杭州CFMOTO春风动力全新落成的研发大楼，Cityinno团队以丰富的品牌展示策略与空间设计能力，结合客户需求，为春风打造了一个独一无二的机车文化馆。

Founded in 1989, CFMOTO is edging into the advanced ranks in the world’s powersports industry with their ambition on Technology and Quality focused.

The brand-new CFMOTO R&D building is located in Hangzhou, the capital city of Zhejiang province.
With rich experience in brand display strategy and interior design, Cityinno got the opportunity to involve to this project — working with the professional team of CFMOTO together to design and build an unique Motorcycle Culture Showroom.

▼研发大楼鸟瞰，R&D Building Aerial view ©CFMOTO

项目概述
Overview

从接触春风动力项目开始，我们就在思考：改如何展现一家在时代浪潮中既能坚守初心又敢勇往直前的企业？在对摩托车行业及圈层文化进行研究后，Cityinno团队凝练出“春风同行”作为核心设计理念：骑士拥有追逐自由的本能，开拓无止境，春风一路同行。

So when we were involved in the project we began to think: How to represent such a company, which never change its first mind and keep moving forward with no fear? We developed the core idea based on a large amount of powersports industry research and insight into the culture of motorcycle: When the motor cyclists chase the freedom and explore the boundaries with their nature, CFMOTO will always be with you.

设计上，整体遵循展陈逻辑，从历史沉淀感到多元化产品展示场景，在宏大的工业基调之下，细节用材及风格一步步从历史感到未来现代感；

Following exhibition logic, the moving line separate the showroom into several zones, from lobby, history telling, diversified scenarios display, technology display, smart future, boutique and cafe, showing the strength and characters of CFMOTO.

▼室内平面图，Interior site plan ©Cityinno

空间体验上，我们以“情绪变化”为牵引构建出6大叙事场景，结合主题实景、探索互动等方式逐层传递春风动力的历史、文化、产品、科研实力及发展方向。

And we improve user experience as well. In this project, we focus on emotion changing of the visitors, using different methods such as simulation environment or interactive exploration to guide their mood.

▼空间分析，Spatial analysis diagram ©Cityinno

大堂
INTRO: The First Impression

大堂作为传递企业理念的第一空间，为整体设计语言定下基调。我们与客户进行深度交流后，最终决定以“天圆地方”作为接待大堂的设计主概念：春风动力年复一年坚持着专注、进取、快乐的企业精神，既能一心一意地追逐理想又能勇于打破边界——「天圆地方」的哲学内涵得到精准的诠释。

We consider the lobby is not only the first place to show CFMOTO’s image and spirit, but also a space to set the base tone of design language. After deep discussions with the clients, we got inspired by the traditional Chinese space concept“round sky and square earth”, and decided to bring the connotation of balance and symmetry to our design.

In the meantime, the CFMOTO culture of “determined, progressive and more fun” encourages CFMOTOers to work towards to their shared goals and be brave to broaden the horizons, which also match our design concept.

▼大堂正面，Lobby front facade ©Wang Minjie

▼会客区， Reception area©Wang Minjie

天地辽阔，行者无疆。开阔挑高的空间之下以地质还原、流线型软装、圆弧天花饰面等方式去设置车型展示区和会客区，突出机车文化主题。结合春风品牌定位，在空间主基调上通过质朴木纹与水泥饰面的大面材质结合灵动通透的玻璃质感凸显春风品牌的精致工业感风格。中庭区域采用圆环灯光装置，将室内外贯通结合，形成空间设计亮点，突破边界感，进一步加强天圆地方的哲学表达。

Walking no boundaries in the broader world.
We combined natural geology, streamlined furniture and circular arc ceiling to set the vehicles area and reception, which aims to show up the theme of motorcycle. Consider of CFMOTO’s brand positioning, we chose wood and cement veneer combining crystal-clear glass to embody its style.
More than that we used a big luminous ring to connect indoor and outdoor, which become the shining point of this space. The philosophy meaning of the main concept is enhanced by all these details.

▼大堂中央展示区，Vehicles area in the center of lobby ©CFMOTO

场景展示
Scenario Display

历史场景：一览辉煌往事
春风动力作为百年来唯一把国产赛车带上曼岛TT舞台的品牌，一直以进取的精神追逐机车市场，先后推出近十台畅销国际的经典车型。我们希望以一种更不同寻常、更动感的表达方式去呼应春风动力的企业文化：搭建斜坡赛道，用半悬挂的方式展示历史车型。

History scenario for the past glory stories
We hope to telling CFMOTO’s story in an extraordinary and dynamic way that we build a ramp track to display historical models in a semi-suspended manner, bringing to feeling of moving and non-stop.

▼History scenario ©Wang Minjie

▼曼岛TT展示区，the Isle of Man TT ©CFMOTO

骑迹
场景变奏，沉浸展示
走出历史，回归当下，我们结合春风动力不同定位的现销车型，我们构建了六大实体场景和两大品牌专区进行展示。

Scene hall for products display
Leaving the history hall, we enter the scene hall. Here we created 6 scenarios and 2 brand areas to display different products lines of CFMOTO.

街道场景：NK裸露车架运动系列产品展示
——夜幕降临华灯初上，享受城市街道间的速度与激情

Street scenario for NK family
——Enjoy fast & furious feeling through city streets when night falls and lights up.

▼Street scenario ©Wang Minjie

摩旅场景：公路旅行和拉力产品展示
——穿越公路与泥泞，在路上纵情享受机车的驰骋快意

Touring scenario for road-trip and rally series
——Enjoy the happiness of driving over every unknown condition with courage and no fear

▼Touring scenario ©Wang Minjie

复古场景：摩登复古系列产品展示
——时尚个性有腔调，享受当下Enjoy the Moment

Vintage scenario for X Heritage
——Find the threshold of possibility and enjoy the moment.

▼Vintage scenario ©CFMOTO

压弯场景：赛道系列产品展示
——仿似引擎声浪此起彼伏，沉浸体验赛场上的极速飞驰

Racing scenario for sport racing series
——Speedy ride with bravo engine soundtrack on the field

▼Racing scenario ©Wang Minjie

▼Racing scenario ©CFMOTO

全地形场景：全地形系列产品
——丛林、山涧、沙漠全地形探险，属于勇敢者的游戏
Discovery scenario for ATV family
——It’s a warrior game of Adventure in all-terrain
▼Discovery scenario ©CFMOTO

▼Discovery scenario ©Wang Minjie

国宾车场景：国宾车650G展示
——庄重的迎宾红地毯，巨型曲屏，呈现大气隆重

Ambassador scenario for CF650G
——Red carpet and huge LED screen build a grand and ceremonious atmosphere

▼Ambassador scenario ©Wang Minjie

ZEEHO专区：电动品牌极核产品展示
——时尚个性新动能，开启Z时代

ZEEHO brand area for new energy moto series
——Trendy and fashion style meet Z era

▼ZEEHO area ©CFMOTO

KTM专区：摩托豪车KTM及Husqvarna产品展示
——标志性狂野主题颜色衬托产品，彷如公路猛兽在咆哮

KTM area for high-end brand KTM and Husqvarna
——KTM and Husqvarna products like roaring beasts on the road in symbolic wild colors decorations

▼KTM area ©Wang Minjie

▼KTM area ©CFMOTO

创行
Technology & Smart Future

凭着对自主研发技术的坚持和不断进取的创新DNA，春风动力在技术上拥有发动机动力平台、轻量化运用、全系统测试评场景和智能网联四大领域的优势。
我们采用“科学实验室”的概念和品牌色共同构建创新展厅的空间语言，再次回应春风动力在研发技术上的“专注”精神。

Technology and Innovation are the DNA of CFMOTO，which has driven CFMOTO to own more than 540 registered patents and independent intellectual rights. Combined with the concept 「science lab」and CFMOTO blue color，this area is more cutting-edge and contracted.

▼Technology area ©CFMOTO

智行
Intelligent future
人类从未停止过对出行方式的探索。
我们采用具有未来机械感的设计元素和巨型柔性屏幕展示春风动力对未来出行的构想和智能数字工厂体系的呈现。

Human being always search for a better mode of transport. We use future mechanical elements and huge curve screen for the main vision center of this scenario, to emphasize the future transport model and intelligent manufacture system of CFMOTO.

▼Intelligent area ©Wang Minjie

OUTRO：experience more together
乐行：机车文化，融入生活
Joy of motorcycle culture
我们以新零售思维结合企业展厅特性进行考虑，希望能为春风动力打造既潮酷又具品质感的“乐行”空间——整体空间风格延续了大堂的通透灵动，并融合了休闲、洽谈、不同品类的衍生产品展陈及消费等丰富的体验，让来访者感受到机车文化的乐享生活，传递春风动力experience more together的品牌价值。

At the end of the showroom is a business lounge with diverse functions —— it has a boutique and café, which making the atmosphere relaxed and interesting. The visitors could share a good time here, grab a coffee, buy professional accessories & customized brand souvenir and etc.

We hope every visitors could gain a lot here, enjoying the joy of motorcycle culture as well as being convince of the brand value of CFMOTO: experience more together.

▼Motorcycle culture area ©Wang Minjie

项目信息
鸣谢客户 | 春风动力
项目名称 | 春风动力研发大楼企业展厅及公共区域设计
项目位置 | 杭州市临平区绿洲路
项目面积 | 12580平方米
建成时间 | 2022年6月
体验策略 | Frank Huang, Effie Liang, Maple Liang
空间设计 | Vanessa Wang,Leo Yang, Hardy Chen,Venco Wang
深化设计 | Ares Zhong, Kristy Huang, Catherin Yan
数字互动 | HelloMagic, Kelly, Flora
视觉设计 | Kara Chen, Suggy Bu
项目管理 | Ares Zhong, Jim Xu
摄影团队 | Wang Minjie & CFMOTO support