首发 . 壹席设计 胡涛｜三只喜鹊 . 献礼东莞Three magpies, a gift to Guangdong
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小和尚打扫庭院，大和尚说“不够干净”，小和尚又打扫了一遍。大和尚仍摇头。小和尚不解。“石阶洗了三遍，石灯和树木都冲洒过了水，地上也没有一枝一叶。”大和尚步入园中，摇动一棵树，瞬时叶子如秋日织锦散落一地。“顺乎自然方为净。”
The little monk cleaned the courtyard, and
the big monk said "not clean enough", and the little monk cleaned it
again. The great monk still shook his head. The little monk was puzzled.
"The stone steps were washed three times, and the stone lamps and trees
were washed with water, and there was not a single leaf on the ground."
The great monk walked into the garden, shook a tree, and instantly the leaves
were scattered all over the ground like autumn tapestry. "Going with
nature is pure."
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容不下一片落叶的庭院，就像容不下生命痕迹的模具，只能批量生产千篇一律的工业用品。同理，一个品牌的展厅如果容纳不下自然，就像玻璃罩里的标本，纵然陈列再精致，也是没有温度的摆设。
A courtyard that can't accommodate a single leaf is like a mold that can't accommodate traces of life, and can only mass-produce the same industrial supplies. In the same way, if a brand's exhibition hall cannot accommodate nature, it is like a specimen in a glass cover, no matter how delicate the display is, it is also a display without temperature.
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Who is the brand showroom for? Not
products, but people. How to develop a design with human coordinates? For
people, the most expensive thing is time, for the body, the most important
thing is health, and for the heart, the most important thing is nature. Based
on this, Hu Tao borrowed the form of the three magpie brand logos to design the
space, with the theme of "Breathing Magpie's Nest", leading visitors
to slow down and experience the freedom of the soul and a leisurely state of
life.
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胡涛认为，商业空间设计要牢牢抓住三个时间：5-10秒“初印象黄金期”，让人生出“走进来”的冲动；1-3小时“沉浸式体验期”，让人舒服地“留下来”；5-8年“生命焕新期”，让空间拥有持久的生命力。
Hu Tao believes that the design of
commercial space should firmly grasp three times: 5-10 seconds "golden
period of first impression", which makes people have the urge to
"walk in"; 1-3 hours "immersive experience period", so that
people can comfortably "stay"; 5-8 years of "life renewal
period", so that the space has a lasting vitality.
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△装置设计过程 Device design process
晴来喜鹊无穷语，雨后寒花特地香。盛赞脱离生活的美是癖，融入巷陌的人间况味才是道。展厅入口里面以饶有趣味的游戏方块，堆叠拼接出错落有致的神秘通道，诱人深入一探究竟。
The magpie is endless, and the cold flowers
are especially fragrant after the rain. Praise the beauty of detachment from
life is a fetish, and integrating into the human situation of the alley is the
way. At the entrance of the exhibition hall, interesting game blocks are
stacked and spliced to create a mysterious passage, which is tempting to
explore deeply.
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过渡庭院在方寸间造景，天光自头顶倾泻而下，豁然开朗的景致让闯入者获得瞬间的心灵释放。展厅内部借助各种巧妙的设计手法刻意缩小尺度，以此拉近人与人之间日益疏远的距离。无所不在的缝隙带来空间的呼吸感，它们既是品牌标识的演化，也是天光穿梭的轨迹，目光交互的触点。
The
transitional courtyard is landscaped in every square inch, and the sky light
pours down from the overhead, and the sudden opening of the scenery allows the
intruder to obtain an instant spiritual release. The interior of the exhibition
hall is deliberately reduced in scale through a variety of clever design
techniques to bring people closer to each other. The ubiquitous gaps bring a
sense of breathing in the space, which is not only the evolution of the brand
identity, but also the trajectory of the skylight and the contact point of eye
interaction.
高定木作展厅以大面积红洞石铺陈可谓史无前例。鲜红色底夹杂黄色直纹，呈现出独特的沉积岩纹理，为空间带来暖融古朴的氛围。茶室、餐厅、卧室、客厅、衣帽间各居其一，自然物与艺术品交织其间，简约诠释品牌的自由美学。
The
high-end wooden exhibition hall is paved with a large area of red travertine
stone, which is unprecedented. The bright red background is mixed with yellow
straight lines, showing a unique sedimentary rock texture, bringing a warm and
simple atmosphere to the space. The tea room, dining room, bedroom, living
room, and cloakroom are all intertwined, and natural objects and artworks are
intertwined, simply interpreting the brand's free aesthetic.
洽谈区细分成若干个独立的小区间，让小群体各自拥有专属的空间而不至于拘谨。这一切的设计源自胡涛对新型商业空间本质性的洞察：展厅即产品，重要的不是产品的罗列，而是品牌精神的传达。
The
negotiation area is subdivided into several independent sub-sections, so that
small groups can have their own space without being inhibited. The design of
all this comes from Hu Tao's insight into the essence of the new commercial
space: the exhibition hall is the product, and the important thing is not the
listing of products, but the communication of the brand spirit.
喜鹊好晴，代表一种进取之力；一生二，二生三，三生万物；三只喜鹊，象征着自然的和洽状态。
The
magpie is sunny, representing an enterprising force; One life is two, two is
three, and three is all things; The three magpies symbolize the natural state
of harmony.
结构咬合的巨石作为品牌的精神性外化，安静地守候在通道的尽头；穿过狭长的通道与各色生活空间，即可抵达“鹊桥”，整个空间的精神高地，米白色的楼梯空间。
The
structurally occlusive boulder serves as the spiritual externalization of the
brand, quietly waiting at the end of the passage; Through the narrow passage
and various living spaces, you can reach the "Magpie Bridge", the spiritual
highland of the whole space, and the beige staircase space.
楼梯在展厅空间里一直被视作“鸡肋”，然而古希腊建筑的神圣感，与古中国宫殿的尊崇感，都离不开来楼梯的仪式性营造。仪式不是形式，而是一种精神性的体现。楼梯的产生，本就源自人类对自然、对山川的崇拜。胡涛喜欢玩楼梯，倒不是为了仪式，而是为了趣味。
Stairs
have always been regarded as "chicken ribs" in the exhibition hall
space, but the sacredness of ancient Greek architecture and the sense of
reverence of ancient Chinese palaces are inseparable from the ritual
construction of stairs. Ritual is not a formality, but a manifestation of
spirituality. The production of stairs originated from human beings' worship of
nature and mountains. Hu Tao likes to play with stairs, not for ceremonies, but
for fun.
他试图放缓人上楼梯的步伐，用趣味性稀释人对时间紧迫感应。趣味背后都有功用性的考量，比如楼梯转角切出几十公分放雕塑，让转弯的角度更人性化，避免磕碰；楼梯处的哈哈镜子，也能让上下楼梯的人预先看见彼此；楼梯上方两只米白色的“兔子”，凝视着来往的人流，也让空间多了一个“打卡点”。
He
tries to slow down the pace of people going up the stairs and dilute people's
sense of urgency with fun. There are functional considerations behind the fun,
such as cutting out dozens of centimeters of sculptures at the corner of the
staircase, making the turning angle more humane and avoiding bumps; The haha
mirror at the staircase can also allow people going up and down the stairs to
see each other in advance; The two off-white "rabbits" above the
stairs stared at the flow of people, which also gave the space an additional
"check-in point".
为产品设计的展厅，着力于性价比；为用户设计的展厅，着力于心价比。心价比，讲究的是沉浸式的体验，通过空间表达品牌内核，以观念而不是产品来打造品牌的差异化路径。
The exhibition hall designed for the product focuses on cost performance; The exhibition hall designed for users focuses on the heart-to-price ratio. The heart-to-price ratio pays attention to the immersive experience, expresses the core of the brand through space, and creates a differentiated path for the brand with concepts rather than products.
很多高定品牌的展厅热衷往高大上堆砌，用区隔感欺压人，试图压倒一切证明自身的价值与地位；而胡涛认为品牌的自信是往内观的，空间应该善待每一个人，越是高级的品牌，越应该让人生出亲近感。一般品牌展厅的生命周期只有两三年，而胡涛自信此次为三只喜鹊量身设计的展厅，至少五到八年内无需大动干戈。
Many high-end brand exhibition halls are
keen to pile up on the tall, bully people with a sense of separation, and try
to overwhelm everything to prove their own value and status; Hu Tao believes
that the confidence of the brand is inward, and the space should be kind to
everyone, and the more advanced the brand, the more people should feel close.
The life cycle of a typical brand showroom is only two or three years, but Hu
Tao is confident that the showroom designed for the three magpies will not need
to be in a big deal for at least five to eight years.
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