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上海腾飞原创大厦改造建筑设计/logon罗昂建筑

探寻资本市场新机遇,如何通过精准的决策定位和关注细节的解决方案获得项目的成功?

How can a property asset keep up in a fast-paced changing market?

腾飞元创大厦地处九江路686号, 毗邻人民广场南京路步行街核心商圈,步行可达外滩。 大厦地上14 层,地下2层,1998 年完成设计图纸,并于2004年修改图纸并竣工。基地面积2521平方米,总建筑面积27,850平方米。项目虽然有着优越的地理位置,但和南京东路是相对脱离的。大楼自建成使用以来,一直处于低迷状态,在资本市场中口碑不佳。长期以来,没有资本方考虑将其纳入收购计划,一方面因为投资的风险评估,另一方面没有寻求到合适的改造方案。腾飞集团在收购此物业之前,邀请罗昂团队对项目进行了全方位的可行性研究,并以此为基础坚定并完成了收购计划。

Ascendas Innovation Place is an example of a modernization project executed successfully through accurate decision-making through a “Full package service” followed through by logon.design. The building is located at No. 686 Jiujiang Road, adjacent to Nanjing Road Pedestrian Street near People’s Square and within walking distance of the Bund. The 14 stories tall building was designed in 1998 and its construction finalized in 2004. The building has a site area of 2,500 sqm and a total construction area of 27,850 sqm.
上海腾飞原创大厦改造建筑设计/logon罗昂建筑

 改造前 | Before
上海腾飞原创大厦改造建筑设计/logon罗昂建筑

 改造后| After

与历史旅游街区南京东路截然不同,九江路更具商务氛围和价值。人民广场历史风貌保护区以九江路为界,项目位于风貌区边缘,东西侧分布新旧两种年代建筑,东侧为上海市首批优秀近代建筑永安百货大楼, 对项目的立面形式有一定的限制和影响。如何在满足室内基本物理条件的同时,打造周边范围的整体和谐成为项目立面设计的核心理念。

While located in a prime location, the area is characterized as a historical touristic district, therefore, protected like one. This historical and scenic area is bounded by Jiujiang Road, known for its business character. Being at the edge of the scenic area, more specifically in the limits of old and new buildings brings its own set of restrictions and therefore challenges.
上海腾飞原创大厦改造建筑设计/logon罗昂建筑

大厦作为既有建筑的城市更新类型项目,较短的设计周期和报批层面的提前预估,通常是投资商关注的重点。例如,提前考虑不同干预类型的报批流程,以尽量减少设计变更以及出图反复,对于项目的顺利推进至关重要。项目距今仅使用了十几年,5层以上现有的幕墙体系立面情况良好。同时罗昂团队考虑到业主要求:施工期间不影响现有租户,较短的报批时间和有限的预算,因此本次设计不改变原有建筑的使用功能,不变动原有的建筑结构。立面装修的范围集中在1-4 层区域,5 层以上仅进行立面清理粉刷,不做大的调整。室内进行装修,以提升使用者舒适感。

In modernization projects for existing buildings, short design cycles and early estimates for approval are key points for investor interest. To consider the approval process for different types of interventions can help minimize design changes as well as ensure smooth execution. In this case, creating harmony inside and out is the core design concept for the façade.
上海腾飞原创大厦改造建筑设计/logon罗昂建筑

建筑本身存在较多的局限性,如何正视建筑弱点,打破物业在资本市场上固有的低端廉价形象,通过品牌重塑和与众不同的设计解决方案,实现资产增值,是logon罗昂设计师所关注的核心。罗昂设计团队试图在不改变结构、外立面不向外延伸的情况下,通过有限的改造内容,实现出众的效果。通常,精准的定位和品牌重塑是项目成功的基础。本项目因其物业本身的特殊性,改造成为现代甲级写字楼具有较大挑战性,为了优化租金及物业长期价值,应考虑通过品牌重塑手段将项目打造为具有自身特色的精品写字楼,以提升市场竞争力,吸引相应的目标客群。一般,统筹考量的品牌策略对于项目而言是较优的选择方案,遵循清晰的建筑理念及商业模式,从建筑的各个层面表达并呼应其品牌价值,以此改变人们对于此项目的原有认知。

Giving a unique solution through positioning and design, the logon.design team aimed to through limited modifications upgrade the façade and the function. Precise positioning of the building as a Boutique Grade A office building was the foundation of the reshaping of the successful project.
上海腾飞原创大厦改造建筑设计/logon罗昂建筑
上海腾飞原创大厦改造建筑设计/logon罗昂建筑

和南京路相比,九江路商业价值较低。建筑的一、二层具有较好的可视性,应打造成为一个独特的可以提升整栋建筑价值的目的地空间,而非传统的底层功能。引入 BOUTIQUE精品的理念,将过时的建筑改造成新的商务中心,重新定位建筑功能,将市集理念植入现状低层零售空间。1-4层功能作为一个单元整体打造,集市集空间、活动空间、联合办公和设施于一体,以实现品牌重塑。

灵活多元的办公空间,全天候的生活市集以及匠心独造的创新社群,形成新一代的办公生态系统,满足了年轻白领们全新的“工作+生活”方式和多元化需求。全天候生活市集,包括一楼的Lifestyle—运动、餐厅、面包房,二楼的Food—轻餐、咖啡、小食等10余家商户,其业态涵盖餐饮、潮流文化、运动健身等。

The first and second floors of the building were designed to create an open space with better visibility. These were adapted to the new commercial atmosphere helping enhance the value of the building. Integrating food and retail, event area, co-working space and facilities to achieve brand reshaping.

Flexible and diversified co-working space, commercial space and an active creative community create a new office ecosystem, which meets the new “work + life” lifestyle and diversified needs of young white-collar workers.
上海腾飞原创大厦改造建筑设计/logon罗昂建筑

所有的外立面决策均为以解决问题为出发点。现状一、二层外立面建筑不够通透,通过安装装饰玻璃幕墙,改变原有整体外观不连续且封闭的铝板结构墙,使得整体一二层外立面连续通透,适应新的商业氛围,也通过内部功能的展示由内而外的重塑品牌形象。

经验而言,历史风貌保护区的建筑,其立面可以进行新的设计和新装饰材料的运用,但是颜色选择和设计理念上应与历史风貌区的整体风格相呼应,通常此类建筑不允许出现标新立异的立面样式。因此项目立面设计要素取材于永安百货,提取永安百货南立面中,墙面与窗面几何比例,通过复制和重新排列,形成了设计的雏形。同时由于永安百货建筑立面既有的模数系统,直接促成本案也具有精确的模数体系,看似复杂的外立面仅由三种尺寸的装饰板排列构成。

The original shape of the design of the facade is formed by copying and rearranging the existing modular system of the Yongan department store building façade next door and bringing it to the facade to keep the proportion and pattern harmony. By installing a decorative glass curtain wall, the original aluminum structure wall with closed appearance was replaced, and the façades became transparent in the first and second floor. The seemingly complicated façade is composed only of three sizes of decorative plates. The façade decorative panel is a metal plate with stable physical properties, and pale gold matte surface reduces the impact on the surrounding environment.