序言
在日渐定型的商业体系中，不被训化
打破思维桎梏或是一种方式
Not trained in the increasingly stereotyped business system
Break the shackles of thinking or a way
随着大趋势的消费升级，品牌力逐渐成为了本土企业拓展的重要武器。BEIMU（贝姆）国内个性化家居品牌新典范，委托乔里进行品牌展厅设计，希望借以设计力量，场域的构建进一步传递品牌价值，深化品牌内核。
With the trend of consumption upgrading, brand power has gradually become an important weapon for local enterprises to expand. Beimu (Beimu) is a new model of domestic personalized home furnishing brand, and entrusted Qiao Li to design the brand exhibition hall, hoping to further convey the brand value and deepen the brand core through the design power and the construction of the field.
品牌展厅不仅是产品的展示，而是给予观者一定的空间，使观者在进入其间后，充分感受、体验、探索，从而形成与品牌之间的互动与情感链接。针对品牌属性，设计师规避传统展厅的陈词滥调，以“家”的概念展开空间叙述。
The brand exhibition hall is not only a display of products, but also a certain space for visitors to fully feel, experience and explore after entering the exhibition hall, so as to form an interaction and emotional link with the brand. In view of the brand attribute, the designer evades the cliches of the traditional exhibition hall and unfolds the spatial description with the concept of “home”.
未知与探索
Unknown and Exploration
摆脱日常顿感
将 已知 转变成 未知
Get rid of everyday Epiphany
Turn known into unknown
在资讯轰炸的当下，获取信息的成本越来越低，随之丧失的是宝贵的好奇心，好在对未知的探索是人们与生俱来的天性。建筑外立面做了抬高处理，在大面积的白色与木色之间，建筑如同等待拆开的宝盒，吸引着人们前往一探究竟。
In the era of information bombardment, the cost of obtaining information is getting lower and lower, and what is lost is valuable curiosity. Fortunately, it is people’s innate nature to explore the unknown. The external facade of the building has been raised. Between the large area of white and wood color, the building is like a treasure box waiting to be opened, attracting people to go to the bottom.
木色象征着温暖，映衬家的主题。入口由内衍生而出的木饰面是一片倾斜的墙体，衔接着连廊式玄关，远处观看是悬浮盒子，位于近处则有着明显的导向作用。
Wood color symbolizes warmth and sets off the theme of home. The wood veneer derived from the inside of the entrance is an inclined wall connecting with the corridor porch. When viewed from a distance, it is a suspended box, and when located near, it has an obvious guiding effect.
∇ 动态分析图
刻意缩小的入口再一次细微地捕捉着人们窥探未知的心理，神秘的光线由里渗透而出，引导着来访者开启一段探索的旅程。
The deliberately narrowed entrance once again subtly captures people’s psychology of peeping into the unknown. Mysterious light penetrates from the inside and guides visitors to start a journey of exploration.
品牌与体验
Brand and Experience
空间是显性的品牌叙述
Space is a dominant brand narrative
∇ 分析图
品牌之所以能够深入人心，在于其满足了消费者的心理预期。洽谈区占据整体空间的C位，是来访者与品牌建立深链接的核心区域。舍弃传统的一对一等对谈模式，而是通过模拟“家”的场景，淡化商业感，营造更加自由轻松的交流氛围。
The reason why the brand can be popular is that it satisfies the psychological expectations of consumers. The negotiation area occupies position C of the overall space and is the core area for visitors to establish deep links with the brand. Instead of the traditional one-to-one conversation mode, we simulate the “home” scene to dilute the sense of business and create a more free and relaxed communication atmosphere.
∇ 分析图
作为家居品牌展厅，家具是空间中的陈设，亦是展厅中无处不在的展品。空间布局随着不同家具展开不同场景感受，在家具与空间之间形成环形的参观动线，优雅从容，引导着来访者逐步深入品牌体验，产生共鸣。
As a household brand exhibition hall, furniture is not only the display in the space, but also the ubiquitous exhibits in the exhibition hall. Space layout: with different furniture unfolding different scene feelings, a circular tour line is formed between the furniture and the space, which is elegant and calm, guiding visitors to gradually deepen the brand experience and generate resonance.
审美与创造
Aesthetics and Creation
当你凝视这个世界 会发现一切都是独立的
每个事物都有自己的步调和独到之处
—— 埃尔斯沃思·凯利
When you look at the world, you will find that everything is independent
Everything has its own pace and uniqueness
——Ellsworth Kelly
当审美形成了积累，便有了创造。埃尔斯沃思·凯利，20世纪杰出的抽象画家、雕塑家。他曾讲到“几何时了无生趣的，我只想要轻松愉快的艺术”，擅长将抽象形态运用到绘画之中，创造出令人难忘的简洁的不规则几何形象。
When aesthetics is accumulated, there is creation. Ellsworth Kelly is an outstanding abstract painter and sculptor in the 20th century. He once said, “geometry is boring, I just want a relaxed and happy art”. He is good at applying abstract forms to paintings to create unforgettable and simple irregular geometric images.
以纯粹的艺术雕琢品牌形象，在空间中的核心区域置入埃尔斯沃思·凯利的作品《黑色上的白色浮雕》，其画作线条恰好与入口玄关造型遥相呼应，强调艺术、形式和空间的统一。
The brand image is carved with pure art, and the white relief on black by Ellsworth Kelly is placed in the core area of the space. The lines of the painting just echo the shape of the entrance porch, emphasizing the unity of art, form and space.
经典之所以经典，在乎历久弥新。于1962年Eilleen Gray设计的Bibendum Armchair，至今诞生已有近百年，却依旧拥有无与伦比的辨识度。简洁的力量与精致的现代主义，为空间注入更多灵动气息。
The reason why classics are classics is that they are old and new. Bibendum armchair, designed by eilleen gray in 1962, has been born for nearly 100 years, but it still has incomparable recognition. The power of simplicity and exquisite modernism inject more vivid breath into the space.
从绘画到家具的展示，塑造了一个艺术、设计、时尚共存的沉浸式场景，使来访者身处其间，足够勾勒出对家的无限想象。
From painting to furniture display, it has created an immersive scene in which art, design and fashion coexist, so that visitors can be in it, enough to outline the infinite imagination of home.
光线与流动
Light and Flow
流动的光影赋予空间纯粹美感
The flowing light and shadow endow the space with pure beauty
以光线和流动为空间表达内核展开叙述，重新梳理空间逻辑，撇弃无关冗长的装饰，让空间只是随着光线渗透变幻，方寸之间，呈现空间最原始干净的美感，流动性尽显。
With light and flow as the core of space expression, the narrative is unfolded, the logic of space is rearranged, and the irrelevant and lengthy decoration is discarded, so that the space changes only with the penetration of light, presenting the most original and clean aesthetic feeling of the space, and the mobility is fully displayed.
光是自然的馈赠，在空间表达中，光的引入会传递更多细腻的情感。大片玻璃运用，让光最大化流入室内，进一步强化空间的流动形态，美中带着肆意，细碎而自然。
Light is a natural gift. In the spatial expression, the introduction of light will convey more delicate feelings. The use of large pieces of glass maximizes the flow of light into the room and further strengthens the flow pattern of the space. The beauty is free, fine and natural.
肌理与细节
Texture and Details
当代文明与原始肌理
相互交错 穿插 融合 殊途同归
成就空间的独特底色
Contemporary civilization and primitive texture
Interlace and merge with each other, and achieve the same goal through different paths
The unique background of the achievement space
微妙的细节是一种奢侈的品格，凝聚成极致的空间体验。以花岗岩为主体的艺术墙带来原始的辽阔和自然的质感，材质之间形成的新旧对比，由远及近，由浅到深，呼吸之间，流淌着永恒之美。
Subtle details are a luxury character, condensed into the ultimate space experience. The art wall with granite as the main body brings the original vastness and natural texture. The contrast between the old and the new materials, from far to near, from shallow to deep, flows eternal beauty between breathing.
在注重体验的当下，空间与空间的界限已逐渐模糊。比起传统定义，能否符合商业需求，深入品牌基因，使设计真正为品牌赋能更应该成为设计的重要考量标准。
At the moment when people pay attention to experience, the boundary between space and space has gradually blurred. Compared with the traditional definition, whether it can meet the commercial needs, penetrate the brand gene, and make the design truly empower the brand should become an important consideration standard of design.
项目信息
项目名称：贝姆（BEIMU）品牌展厅
Project Name: BEIMU
设计机构：乔里设计
Design Firm: Jollydesign
总设计师：黄柏榕
Chief Designer: huangbairong
设计团队：徐志衡、黄雨涵、王傍兴、刘梦思、刘梦凯
Design Team: Xu Zhiheng, Huang Yuhan, Wang Bingxing, Liu Mengsi, Liu Mengkai
项目地点：广东东莞
Location: dongguan, Guangdong
建筑面积：200㎡
Area: 200 square meters
设计时间：2021年12月
Start Time: February 2022
竣工时间：2022年8月
Completion Time: August 2022
项目摄影：覃昭量,SUNWAY山外
Photography: Qin Zhaoliang,Sunway
特别鸣谢
BEIMU团队、RECASA家具、NOVACOLOR、MARAZZI岩板、晶辉石材、久盛木地板、灯光照明(江乔)
