Bir Land, located in Liangzhu cultural village, Hangzhou, is an artistic commercial complex designed for micro-vacations. As the final piece of the commercial puzzle, it not only meets the increasing daily consumption demands of the villagers, enhancing the attractiveness and convenience of the residential area, but also serves as a artistic destination with its own unique spirit. Continuously attracting visitors from the Yangtze River Delta with high-quality cultural, artistic, and design content, Bir Land appeals to a group of micro-vacationers who have long admired the lifestyle represented by Liangzhu.
Bir Land is a microcosm of the lifestyle in Liangzhu, serving as a stage for community, a platform for branding, and a habitat where spiritual ideals coexist with a relaxed lifestyle.
Atmosphere in Micro Vacation Commercial Scene
Fun Connection has employed a variety of design techniques to create a vibrant commercial atmosphere in Bir Land, gradually injecting more commercial ambiance and vitality into the suburban vacation setting at different levels.
Considering different business formats and commercial atmosphere of each area, comprehensive suggestions have been provided for exterior areas, including type of furniture, arrangement styles, and even materials and colors. By appropriately and strategically integrating outdoor seating into overall planning, the boundary between wild nature and artificial environment has been eliminated, providing more opportunities for people to meet and get closer to nature in a leisurely atmosphere.
The 'birds' perched on the trees will light up along with the streetlights as night falls. At this moment, the small nest-likelights on the trees sway gracefully, while the lights in the landscaped lawn create a cute and lovely atmosphere. The warm and coordinated lighting at different locations adds a touch of lively ambiance to Bir Land during nighttime.
“Conductor” behind the non-standard business
Bir Land has introduced nearly a hundred brands, creating a distinctive commercial project through non-standardcustomization. These brands cover diverse formats, including those that evoke memories of the villagers, promote vibrant social interactions, offer artistic experiences, and cater to a high-quality lifestyle. They not only cater to the artistic clientele who enjoy their vacation in Bir Land, but also creates hustle and bustle with numerous brands enriching local community’s way of life.
Traditional brand visual expression merely focused on storefront sign. How to strike a balance between the diverse brands identity and the context of Bir Land? Fun Connection acts as an invisible hand, orchestrating and coordinating the facade designs of different brands in Bir Land.
Fun Connection breaks down the dimensions of facade commercial design into smaller components. All the stores has been micromanaged, from typography design for storefront sign to materials, colors, installations, lighting, and even providing suggestions for facade materials, visual design, and furnishing for both indoor and outdoor spaces. A truly symbiotic relationship between nature and art in the everyday life of Liangzhu is built by focusing on the details.
Branded Spatial Visual Presentation
The logo of Bir Land is derived from the “Jade Bird”, a cultural relic discovered from the Liangzhu archaeological site. It is composed of four simple and flat circular patterns, forming an abstract representation of the “Jade Bird.” The core of the brand has been reinforced by applying logo to singage, urban furniture and atmospheric ornaments all around the streets.
Later, the logo will serve as the creative theme for the plaza and park in the core area. Significant symbols that shape the collective memory of the community will be created by extracting its design language and adopting different materials.
Fun Connection further extends the logo in various ways. This includes transforming the flat form into a gradient 3D form or using color blocks as carriers to create different visual styles. Thus, the brand material for different areas, seasons, and mediums finally get done through reinterpreting the interestingness of the cultural symbols within the existing visual framework.
By infusing grand artistic and cultural elements into everyday visual symbols, branding seeks to promote in a non-traditional and indirect manner. In Bir Land, architecture, landscapes, spaces, visuals, installations, lighting, all become mediums of artistic expression, constituting an essential part of the brand. With its pleasant natural scenery and relaxingatmosphere, Bir Land offers a healing experience for everyone who is weary and stressed out.
About
Fun Connection is an international design company founded in Shanghai in 2014. Specializing in interior design and space performance, Fun Connection has formed a comprehensive interdisciplinary design team, focusing on the exploration of the future urban ecology and the interactive connection between space and people. With architectural and space design as the core, the design team adopts comprehensive methods of the brand, IP, visual sense and product to explore and practice in the fields of strategy planning, graphic design, interior design, urban renewal, curation design, etc., to offer innovative overall design solutions.
With the design philosophy that innovation should highlight and return to the project itself, Fun Connection regards innovation as the eternal strategy of development and core competitiveness of the team. On this premise, the design team is good at starting from the unique characteristics of space to work out key elements such as "emotional value and personality" on the basis of solving practical problems with design so as to promote the communication and relationship between people.
Fun Connection adheres to the implementation ideology of empowering the space with open cross-border creativity to create interesting, comfortable, and warm designs for every project. Since its establishment, the team has served plenty of well-known real estate developers, institutions, and commercial brands such as CIFI, Longfor, Vanke, Sunac, Madame Tussauds, Kidlands, Ayers Institute, etc., offering mature complete customized design services according to different needs.
