社区商业新典范：宝山旭辉U天地

美兰湖畔的旭辉宝山罗店U天地，是旭辉面向上海北城新区核心地带的鼎力之作。作为社区型商业中心“旭辉U天地”系列的标杆项目，推崇人性化街区、宜人的室外公共活动空间，既可以“逛”进行体验消费，又可以“停”交流交往。以“逛”和“停”的情景商业模式重新串联起网络时代人们的生活，引导人们一种健康的生活方式与愉悦的精神体验。

The CIFI Baoshan Luodian U-World on the shores of Meilan Lake isthe masterpiece of CIFI's core area facing North Shanghai new district. As abenchmark project of the community-based commercial center “CIFI U-World”series, it promotes humanized blocks and pleasant outdoor public activitiesspace, which can experience consumption by “walking” and  for communicate with others by “stopping”.The business model of “walking” and “stopping” reconnected the lives of peoplein the Internet era. At the same time, this model guides people to have ahealthy lifestyle and a pleasant spiritual experience.

01

设计挑战

DESIGN CHALLENGE

这个位于北上海边缘的项目担当了造福当地人民，传递旭辉企业文化的使命。项目伊始，摆在团队面前的，是如何为这里的居民创造最优质的公共活动空间。在周边现状的支撑下，创造一种所谓的“森林之旅”，在当时的团队看来是一条最大化利用现状条件升华U天地社区氛围，创造公共活动空间的捷径。但在推进的过程中，项目团队对于社区营造的概念逐渐清晰.

This project on the northern edge of Shanghai serves as amission to benefit the local people and convey the corporate culture of CIFI.At the beginning of the project, the task facing the team is how to create thebest public space for the nearby residents.

Based on the surrounding status, the team at the timebelieved that creating a so-called "forest journey" was a shortcut tomaximize the use of the current conditions to sublimate the U-World communityatmosphere and create a space for public activities. However, in the process ofproject, the team gradually understood the concept of community construction.

02

设计目标

DESIGN GOALS

未来，旭辉团队将把丰富的商业配套设施，多姿多彩的体育活动引入到这个社区，使其充满了生活与健康的气息，成为了不断自我进化的健康小区。意图打造新宝山的生活目的地，成为开放活跃、绿色休闲、艺术时尚创意的城市新社区。

In the future, the CIFI group will introduce abundant commercial facilities and diverse sports activities into this community, making it full of vitality and energy, and become a healthy community of self-evolution. It aims tocreate a new life destination in new Baoshan and make it become a new urban community with open and active, green and leisure, artistic and fashion.

世界范围内，类似“日托式”的大型购物中心正面临着转变。用艺术和创意的手法，打造灵活舒适的邻里社交空间成为越来越多社区运营者的首选。在这些富有区位多样统一的互动景观装置面前，设计师可以创造一种更具普世价值的平衡景观，营造一种温馨的城市氛围，创造多义性的过渡空间。

Worldwide, large-scale shopping malls like “day-care” arefacing a transformation. Creating a flexible and comfortable neighborhood social space by artistic and creative means has become the first choice for more and more community operators.Designers can create a more balanced landscapewith universal values, cooperating with these diverse and unified interactive landscape installations to create a warm urban atmosphere and a multi-meaning transition space.

03

设计主题

DESIGN THEME

设计团队在整个场地串联了一条“不只是兔子”的故事线。这条引人入胜的这条故事线受到著名童话的启发，将场地的各个区域串联成一个有机的整体。

The design team used a “not just rabbits” story line to connect the entire site together. Inspired by famousfairy tales, this fascinating story line links the various areas of the venue into an organic whole.

通过对于与兔子有关的核心童话故事的提炼，设计团队将这些故事点串联起公园中大片的阳光草地、林荫步道、健康跑道及自然的环境。为社区公共空间提供一个连续的环状动线空间，串连公园与商业，为周边的住宅及小区，提供乐活生活的充足养分。

By refining the core fairy tales related to rabbits, the design team links vast meadow, shady path, fitness trail and natural environments in the park with these story points. Providing a continuouscircular route to move for the community public space, connecting parks and businesses, as well as provide sufficient conditions for providing a comfortable life for the residents.

这些创意主题成为将购物行为与公共空间休闲行为融合在一起的关键因素。利用场地自身的条件，转变原本的劣势成为特色优势，形成富有时代气息的购物空间。

These creative themes are the key factors that combines hopping behavior with leisure behavior in public space. Using the original conditions of the site to change the original weaknesses into characteristic strengths,and form a shopping space full of the contemporary atmosphere.

04

设计内容

DESIGN CONTENTS

整个大区分三个地块，从中间地块开始，以兔子作为核心线索串联包括迷宫花园、游戏乐园、创意集市等为主题的空间序列，以焦点式的入口引导人流进入过渡广场空间，用趣味化的儿童游乐装置提升游乐氛围。

The whole region is divided into three plots. Starting from the middle plot, the rabbit serve as core clues to connect space sequences that include maze gardens, game parks, creative bazaars, etc. And the focus entrance guides the people into the transition square space. Enhancing the atmosphere of pleasure by interesting child amusement devices.

【总平面图】

中间地块商业主入口空间，由休闲空间和商业通过空间、儿童游戏空间组成。

Central area is the commercial main entrance space, composedof leisure space, commercial space and children's game space.

重点打造场地主题广场，创意主题IP位于商业主入口，商业广场流线采用偏心式设计，吸引人流同时又保证畅通的视廊以及开阔的场地；

We focus on creating the theme square and the creative theme IP at the commercial main entrance. We use the eccentric commercial square streamline design to attract people while ensuring unobstructed range of sight and open space;

色彩亮丽的户外家具，妙趣横生的聚会空间，邀请着人们来到这个场所尽情发挥想象力，开一场公共音乐会，办一次欢乐热情的社区活动，这里可以成为城市活动的全新目的地。

The colorful outdoor furniture and fun gathering space areinvite people to this place to use their imagination. It can be a newdestination for city events, where you can hold a public concert and a livelycommunity event.

富有亲和力的IP造型，营造轻松、愉悦、亲和力强的亲子氛围。我们希望儿童乐园不仅能成为家长儿童交流的场所，也能为商场吸引人气，最大限度的展现场地特色。

The full of affinity IP modeling to creates a relaxed,enjoyable and friendly parent-child atmosphere. We hope that the Kids Corner will not only a place for parents and children to communicate, but also becomea venue feature for attract people to the mall and display the site characteristicto the maximum extent.

【故事线——萌兔觅食记】

快乐的小兔子生活在繁华的大都市，虽然城市里有自己温馨的家，但为了一日三餐，得去远郊的森林里觅食。

A happy bunny lives in a bustling metropolis. Although thecity has its own warm home, in order to get enough to eat, it has to go to theforest in the outer suburbs to forage everyday.

【功能游戏分区】

【年龄段分区】

【故事场景节点】

钻出洞穴

Drilling out of the cave

哎呀！平时运动少了被卡住了……

Oops! I am stuck in the hole because I do not exercisevery often....

穿越丛林

Crossing the jungle

远郊的丛林不像原始森林那样有那么多高大的乔木，但是藤蔓的缠绕导致的攀爬匍匐，穿越那是必不可少的；

The jungles in the outer suburbs are not have as many talltrees as the original forest, but the climbing and traversing of the twining of the vines is essential.

流沙戏谷

Quicksand Play Valley

这里有地形有沙，畅快可以跟沙池、攀爬地形玩一会儿了。哇！翻越沙漠谷地， 真是神奇的大自然

I can play in the sand and climb on the terrain, Wow! whata wonderful nature.

翻越山丘

Over the hills

主食萝卜和蘑菇在山的另外一边，攀爬翻过山丘，萝卜、蘑菇还有果树上成熟的果子， 可以吃上好几天了；

The main dishes, carrots and mushrooms were on the otherside of the mountain. I climbed over the hills, carrots, mushrooms and ripefruit on the fruit trees were enough for me to eat for several days.

飞行索道

Flying ropeway 

满载而归的兔兔归心似箭，嗖-乘索道飞越山涧，享受着劳动的果实！

The backpack was full of food I picked ,and now I was going home by ropeway over the mountain.

【儿童游乐器具】

“焦点式”入口，形成人流导入性过渡广场空间

The entrance of the"focus" can form the space of the transition square of the flow of people.

创意商办空间延续示范区折线设计语言，置入停留休闲空间，为商业创造更多的可能

The creative business space also adopts the design language of the broken line form of the demonstration area, and adds the leisure space to create more possibilities for the business.

样板区景观为笛东景观设计

Demonstration area landscape design by DDON

屋顶的兔子大哥与他的小伙伴们玩起丢萝卜的游戏

The rabbit on the roof played the carrotwith his friends

充满质量感的商铺及外摆刻划出热闹场景

Highquality shops and outdoor space create lively scene.

在千禧一代已经逐渐成为消费主力的当下，旭辉U天地的整体运营与设计着力于打造一个乐居、宜居、乐活、乐享的理想商业社区。改变原本的单一的购物体验，以景观设计手法塑造多元化的生活目的地吸引力；从商品售卖的卖场，转变为生活方式的体验馆，将集中到购物中心转变为开放的购物街区。

In the millennial generation has gradually become the main consumer of the present, the overall operation and design of CIFI U-Worldis focused on creating an ideal business community that is happy,, enjoyable and suitable to live.Wechanged the original single shopping experience. We changed the original single shopping experience, using landscape design techniques to shape the diversityand attractive life destination. There will be a shift from a shopping mall to an interesting life experience museum, and a centralized shopping mall to an open shopping block.