“无夜态，不旅游”据相关统计，中国旅游消费60%以上发生在夜间。在白天，重庆CBD极核区解放碑是人们忙碌工作的场所；而夜晚，它则变成了一个充满活力与魅力的舞台。
“No nightlife, no tourism.” According to relevant statistics over 60% of tourism consumption in China occurs at night. During the day, Chongqing’s CBD core area at Jiefangbei is a place for busy work, while at night, it transforms into a vibrant and charming stage.
夜经济
「目耳MUUUR」
解锁CBD极核区的流量密码
NIGITECONOMY
“MUUUR”
UNLOCKS THE FLOW PASSWORD OF CBD CORE AREA
∇ © ARCHIHOPE朱海博建筑设计事务所 © ARCHIHOPE
走在重庆这座城市，你会感觉总有爬不完的楼梯，上不完的坎，这大概就叫“举头三米有人民”。正如朱海博设计团队在2006平方米的目耳MUUUR里构筑出金属丛林里的山梯。
Walking in the city of Chongqing, you will always feel there are endless stairs to climb, obstacles to overcome. This is perhaps what they call “Three meters above one’s head, there are people.” Just as within the 2006 square meters of MUUUR, ARCHIHOPE’s design team have constructed mountain stairs in a metal jungle.
∇ © ARCHIHOPE朱海博建筑设计事务所 © ARCHIHOPE
一、流量转化：
Traffic Conversion
ARCHIHOPE创建了眼睛和耳朵盛宴–「目耳MUUUR」品牌，命名意在完全解放人的视觉和听觉。
ARCHIHOPE have created a feast for the eyes and ears – the “MUUUR” brand. The naming is intended to fully liberate people’s vision and hearing.
品牌与定位确立后，IP的营销转化才是王道，制造多巴胺的永动机顺势分泌。黑夜产生了夜经济，也为人创造出一个真实的自我，将自己的五感呈现出来，不会如同白天一般，在意行为细节和伪装而导致产生距离感。「目耳MUUUR」的引流就在于给每个人一个逃离日常的理由，让每个人都可以让心灵“卸妆”，它激发的不是征服世界的野心，而是疗愈、释放和生活的渴望。
After the brand and positioning are established, the marketing conversion of the IP is the kingly way, and the perpetual motion machine that produces dopamine is secreted accordingly. The night has given rise to the night economy and also created a true self for people, presenting their five senses. Unlike during the day, there is no sense of distance caused by caring about behavioral details and disguises. The attraction of “MUUUR” lies in giving everyone a reason to escape from the daily routine and allowing everyone to “remove the makeup” of their souls. What it inspires is not the ambition to conquer the world, but the desire for healing, release, and life.
∇ © ARCHIHOPE朱海博建筑设计事务所 © ARCHIHOPE
二、建筑表皮：
Building Facade
ARCHIHOPE善于站在城市IP的维度增值项目“引力”，在辨识度方面，结合环境的差异性、排他性、接受度等市场逻辑思考建筑外立面和商业门头的对外形象。因此，设计师提炼出以冲孔板打造的异形建筑表皮。
ARCHIHOPE is good at increasing the “gravitational force” of the project from the perspective of urban IP. In terms of recognition, considering the market logic such as the difference, exclusivity, and acceptance of the environment, they think about the external image of the building facade and commercial storefronts. Therefore, the designers extracted the special-shaped building skin made of perforated plates.
冲孔板打造的建筑表皮，夜幕降临，金属帷幕仿佛为你撕开了一条神秘的通道。
The building facade crafted from perforated metal; as night falls, the metal curtain seems to tear open a mysterious passage for you.
观众从撕开的入口步入，内部空间交错着LED、重金属立面及可望不可及的红色阶梯，你必须先走过逼仄的通道，才能寻找到踏上丛林中的山梯，设计将几个动作便把观众的期待感拉满。
The audience enters through an entrance torn open in the building envelope, stepping into an interior where LED lights, heavy metal facades, and unreachable red staircases intertwine. One must first traverse a narrow passage to discover the mountain stairs amidst the jungle, as the design unfolds several steps that fully heighten the audience’s anticipation.
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