泊赫设计 | 长沙蔚来交付中心梅溪新天地-设计风向

情感升华，戏剧演绎，蔚来交付体验中心新感受

With emotions running high and drama in full swing, the NIO Delivery Center promises a new experience.

泊赫设计以“新空间”理念赋能蔚来体验中心，创造了交付环节的新体验。在深切洞察用户与汽车、与品牌联结的每个触点后，将情感、精神属性置入功能性空间。流动的空间串联起一幕幕诗意场景，一场人与车的特殊结缘，在情绪的此起彼伏中上演。巅峰时刻的期待感、仪式感、纪念性，成为每个用户心中独有的生命记忆。

Empowered by the concept of “new space”, POHE Design has created a new delivery experience for NIO Delivery Center by infusing emotional and spiritual attributes into functional spaces following a thorough examination of every single point of interaction among users, cars, and the brand. The fluid space intertwines poetic scenes and cultivates special emotional connections between individuals and their cars. This results in a truly unique and memorable life experience for each user, complete with a range of emotions such as anticipation, ceremony, and commemoration that come along with the emotional ups and downs.

情理中，意料外

Reasonable but Unexpected

∇ 门店与街区关系Relationship between Store and Street Block

蔚来长沙交付体验中心NIO Delivery Center，位于长沙市梅溪新天地商场，是湖南地区目前最大的交付体验中心。室内面积总计2500平方米，包含接待厅、展厅、客休区、交付转换区、交付工位区、办公空间等多个功能区域。

NIO Delivery Center, currently the largest delivery experience center in Hunan, is situated in the Meixi New World of Changsha. Covering a total indoor area of 2,500m², the center includes a reception hall, exhibition hall, customer lounge area, delivery transition area, delivery workstation area, office space, and other functional areas.

为了避免形式上的同质化和周围环境带来的视觉干扰，本案的设计机构泊赫设计通过更加通透、简约的设计语言，赋予蔚来独特新颖的临街形象。

In order to steer clear of formal uniformity and visual distractions from the surrounding environment, POHE Design has given the NIO Delivery Center a distinct and innovative street-facing facade using a more transparent and minimalist design approach.

∇ 项目外立面©张大齐 Project Exterior © Zhang Daqi

#01 建立情感链接

Establishing Emotional Connections

从外立面到室内空间设计，泊赫设计延续了蔚来既有视觉体系，同时引入现代空间极致、纯粹的表达方式。

POHE Design has skillfully blended the ultimate and pure expression of modern space into the exterior facade and interior space design of the NIO Delivery Center, while staying true to NIO’s established visual system.

入口前厅开启了整个交付体验中心的空间基调，呈现出包容、开放、高级的品牌形象。对景墙面上的柔光logo第一时间建立起品牌与用户的视觉连接。

The entrance lobby sets the tone for the entire delivery experience center, projecting a brand image that is inclusive, open, and high-end. The soft light logo on the feature wall creates an instant visual connection between the brand and its customers.

∇ 前厅©张大齐Lobby © Zhang Daqi

四周通透的立面材质反射着灯光，将访客的目光引入客休区，传递着空间动线的行进，以及情绪体验的递进关系。

The transparent facade material reflects the light and beckons visitors into the customer lounge area, guiding the movement flow within the space and conveying the gradual progression of the emotional experience.

∇ 客休区©张大齐 Customer Lounge Area © Zhang Daqi

∇ 水吧区©张大齐 Bar Area © Zhang Daqi

客休区面积和座位配比根据运营调研分析而设计。开放灵活的桌椅陈列营造了人们轻松交谈的氛围，墙面展示着品牌与用户的文化共创内容。

The size and the seat ratio of the customer lounge area are carefully designed based on operational research and analysis. The open and flexible layout of tables and chairs fosters a relaxed atmosphere for conversation, while the wall showcases cultural creations that are co-created by the brand and its users.

#02 演绎场景戏剧性

Interpreting Dramatic Scenes

穿过客休区，一个朦胧的“盒体空间”浮现在眼前。U型玻璃具有半透明的视觉效果，虽然超出项目惯用的材料选项，但呈现出梦幻的神秘感、美好的憧憬感，以及前置的交付感受、互动氛围，充分表达了空间要传达的情绪体验。

As visitors make their way through the customer lounge area, a misty “box space” comes into view. The U-shaped glass creates a semi-transparent visual effect that goes beyond the usual material options for such a project, evoking a dreamy sense of mystery and longing. This, along with a sense of anticipation and an interactive atmosphere for delivery, fully conveys the emotional experience the space aims to create.

∇ 交付转换区©张大齐 Delivery Transition Area© Zhang Daqi

特别值得一提的是，U型玻璃是设计中引导情绪变化的重要材质，设计团队通过反复对比打样，对其模数和排列进行组合，嵌入线性灯光，打破了原有玻璃隔断形式的视觉疲劳，并根据前期设计预设的安装形式进行严谨施工。

An important detail to mention is that the U-shaped glass is a critical element for guiding emotional shifts in the design. The design team conducted multiple rounds of comparison and prototyping to combine its module and arrangement, and embedded linear lighting to break the visual monotony of the original glass partition form. The installation was carried out with great care, adhering to the predetermined installation method established during the earlier design phase.

∇ U型玻璃细节©张大齐 U-shaped Glass Detail © Zhang Daqi

在这里，一层玻璃，演绎出现代剧场的先锋感和戏剧性。空间秩序和情感体验逐层展开，起承转合之间，用户与品牌交互的点滴记忆不断被唤起，共同迎接交付时刻的巅峰体验。

Here, a layer of glass embodies the avant-garde and theatricality of a modern theater. The spatial order and emotional experience unfold gradually, with each stage building upon the last, evoking users’ memories of their interactions with the brand and ultimately culminating in the peak experience of delivery.

#03重塑亲密关系

Rebuilding Intimate Relationships

从相识、相知到最终决定购买，是人与汽车、与品牌的深度互动。这个过程，像极了我们日常生活中亲密关系的建立。而交付钥匙的一瞬，代表着一种承诺和缘分的缔结，是汽车所属权发生转移的重要节点，有着特殊的仪式感和纪念意义。这一重要的核心体验引领着新交付中心的设计策略，并不断影响着其他空间的设计思路。

From the initial acquaintance and familiarity with a car and brand to the ultimate decision to make a purchase, it involves a profound interaction among individuals, car, and brand. This process is reminiscent of how we establish intimate relationships in our daily lives. The act of handing over the key represents the establishment of a commitment and fate. It signifies a crucial moment of ownership transfer, imbued with a unique sense of ceremony and commemorative significance. This important core experience serves as a guide for the design strategy of the new delivery center and continues to influence the design concept of other spaces.

∇ 钥匙交付区©张大齐 Key Delivery Area © Zhang Daqi

绕过朦胧的U型玻璃入口，便踏入交付钥匙区。一面动态屏幕如画卷悬垂于端景墙前，讲述着用户与蔚来相知、相识的故事情节。数智化的交付系统与智电汽车的产品基因在这里得到完美的契合与智慧的表达。

As visitors pass through the misty U-shaped glass entrance, they step into the key delivery area. A dynamic screen hangs like a scroll in front of the end feature wall, recounting the story of users getting to know and familiarize themselves with NIO. The intelligent delivery system and NIO’s product gene of smart electric cars are perfectly integrated and intelligently expressed here.

当屏幕逐渐暗下，追光灯将承台照亮，用户的目光即刻定格在装着钥匙的礼盒上。专属顾问随即递上鲜花与礼品，庆祝并记录这一美好时刻。

As the screen gradually dims, the spotlight shines on the podium, drawing the user’s gaze to the gift box containing the key. A dedicated consultant then presents flowers and gifts to commemorate and capture this unforgettable moment.

这一“神圣时刻”，将视觉、听觉、触觉、嗅觉，以及心理的情绪起伏渲染得恰到好处，在用户见到爱车之前提前抵达期待的巅峰。

This “sacred moment” masterfully combines visual, auditory, tactile, olfactory, and psychological emotional fluctuations, culminating in the peak of anticipation for users before they lay eyes on their beloved cars.

#04 触发情绪共鸣

Triggering Emotional Resonance

穿过LIFESTYLE的展陈区，用户可以隐约看见爱车身影，外在轮廓和色彩，与用户期待的情绪产生又一次的心弦共鸣。

As users walk through the LIFESTYLE exhibition area, they catch a glimpse of their beloved car’s silhouette, exterior contour, and color, triggering yet another emotional resonance in their hearts.

大面积的光源照亮汽车的流线型态和工艺细节，进一步烘托出事件中的主角。人们迫不及待的拍照留念准备试驾，以此释放情绪的高点，最终完成了汽车交付的全过程。

The expansive light source casts a glow on the car’s streamlined shape and intricate details, elevating it to the forefront of the event. Users eagerly snap photos and prepare for a test drive, releasing their emotions and culminating the entire car delivery process.

在交付汽车的整个事件中，泊赫设计以故事发展的情节和重要时间节点定义空间的功能及情感基调。不断推演的空间动线一步步紧扣用户的情绪起伏，行为与心理在流动的空间中谱出和谐的奏鸣曲，这是设计机构与品牌努力创造的一场浪漫邂逅。

POHE Design has meticulously crafted the spatial function and emotional tone of the entire car delivery process based on the storyline and crucial time nodes. The spatial flow evolves continuously, intimately mirroring users’ emotional fluctuations, while behavior and psychology harmoniously create a symphony in the space. It is a romantic encounter that the design agency and brand have meticulously crafted.

#05 价值重构新范式

Value Reconstruction with New Paradigm

在这个项目中，泊赫设计对汽车展厅的垂直领域形成了系统而深入的研究体系、实践方法、理念引领。新消费空间的迭代是商业变革中的必要环节，这对室内设计公司提出了更高的要求。不仅解决设计专业技术层面的问题，更要在设计思维、用户体验、行为心理、工作模式等层面产生变革。

In this project, POHE Design has embarked on a systematic and in-depth research system, practical methodologies, and conceptual leadership in the vertical field of automobile showrooms. The iteration of new consumer spaces is an integral link in business transformation that imposes elevated expectations on interior design companies. This endeavor not only addresses professional design-related issues but also drives transformations in design philosophy, user experience, behavioral psychology, work models, and other related areas.

泊赫设计一直专注于地产与商业设计，洞悉人们的生活方式和精神诉求，为客户创造有价值、可持续的新空间。他们通过“新空间”理念营造“情理中、意料外”的生活样本。在超现实主义美学中，萃取戏剧、冲突、剥离和旁白的设计手法，运用业态跨界、场景体验等来叙述空间故事。着重策划人与空间的价值重构，设计创造承载生活方式、情感链接和可持续运营的新空间。

POHE Design has a longstanding commitment to real estate and commercial design, with an exceptional understanding of people’s lifestyles and spiritual aspirations. The company is dedicated to delivering valuable and sustainable new spaces for their clients. They leverage the “new space” concept to create living samples that are “reasonable but unexpected”. Incorporating surrealistic aesthetics, they skillfully extract design techniques of drama, conflict, stripping, and narration, and employ cross-sector collaboration and immersive experiences to convey compelling spatial stories. With a primary focus on the reconstruction of value between individuals and spaces, POHE Design strives to create new spaces that incorporate lifestyles, emotional connections, and sustainable operations.

∇ 轴测图 Axonometric Diagram