How to design a commercial facade?

Commercial design is the direct expression of brand culture and concept. Here, we must first look at the type of business, and then look at the area and three-dimensional relationship of the facade to be made. Therefore, judging from the current mainstream style, the approach of the fa? ade should first locate the style, then try to use modern and concise line relations as the main display, and then match with fashionable materials, such as metal, acrylic, coated glass and so on. And then consider whether the lighting demand at night is multidimensional or unidirectional. Of course, whether there is light pollution control in the surrounding environment at night should also be considered.

Facade design is not only an image symbol of commercial projects, but also a living signboard. Good facade design can leave a deep impression on consumers and make them remember deeply. This is conducive to the concentration of popularity in shopping malls. So what should the facade of a commercial project do? The following is explained by Bian Xiao, the designer of Lingxian:

1, the facade design of commercial projects should have certain characteristics for everyone to be familiar with and remember. In terms of architectural design techniques, it is necessary to comprehensively consider the application of modern comprehensive expression means such as building facade, lighting, performance, advertising, display, release and multimedia. Do the diversification of facade style and facade combination to create a unique experiential consumption space.

2. Conforming to grade positioning, image positioning and target customer orientation is the key to facade design. From here, it involves the importance of positioning commercial real estate projects!

3. The building facade should be relatively simple, with strong identification, which can highlight the characteristics of materials. Complex and colorful architectural facade style is no longer the mainstream design style.

Must the high-cost facade create a project building with a good business atmosphere?

As an important part of construction cost, the facade of commercial buildings has always been a very tangled content for owners in project investment. As the first impression of commercial projects, grasping people's instant visual goodwill through the facade brings direct possibilities for commercial drainage, which often gets twice the result with half the effort. For example, in Shanghai Jing 'an Kerry Center, the commercial podium can be regarded as a textbook of exquisite fa? ade practices, which almost includes all kinds of high-end fa? ade materials and exquisite construction methods. Even in the luxurious and modern magic capital complex, it is easy to highlight its high-end international business image characteristics. In today's environment where the fa? ade is almost equivalent to a curtain wall, the cost of the so-called "skinny" fa? ade system is to hang the real money invested on the external wall. Under the tide of investment promotion and commercial upgrading of various projects in the later stage, the high construction cost undoubtedly restricts the space for soft power expansion in the later stage, which may be one of the important reasons for the scarcity of some beautiful commercial buildings. Since commercial projects are investment activities, reasonable cost control is natural. In the service project of Pishan, the author often needs to face the design requirements of "less facade money and good commercial effect" put forward by the owner. Especially for the old commercial projects and non-long-term rental property development projects in the stock market, due to the project risk constraints brought by the project cycle time and the overall property scale, the cost will inevitably become the top priority of the owners, and for such projects, cost control is even one of the core factors for project success. As a designer, Pishan actively faces such challenges, explores reasonable and effective solutions by combining typical projects and special studies, and tries to resolve the seemingly inevitable "contradiction" between construction costs and commercial effects. Two years ago, the author wrote an article about the commercial building facade, "What kind of commercial building facade can help real estate development? This paper mainly divides the fa? ade of successful commercial projects into seven ways: collage French style, street view style, domineering landmark style, exquisite style, landscape experience style and special-shaped eye-catching style. Intuitively, it can be seen that domineering landmarks, exquisite constraints, and eye-catching shapes have higher requirements for materials, construction accuracy, and non-standardized products, which will inevitably lead to higher construction costs. Although the cost of landscape experience seems to be relatively controllable, the operating cost brought by post-maintenance work should not be underestimated. Collage style and street view style are relatively easy to achieve low cost, but they also need to rely on ingenious ways of design to reduce costs without sacrificing commercial effects. 、

It can show the activities in the space to the city people outside the space.

Is it necessary to have an expensive facade to build a project building with a good business atmosphere? Is it possible for a low-cost building facade to achieve a good commercial project? Is it possible to "spend less money as a facade and achieve good business results"? To put it bluntly, "low facade cost and good commercial effect" means doing great things with little money. The key to break through the mediocrity of limited cost lies in clever design and planning. For an inspiring example, in 20 18, two British designers designed a floating music performance space antepaviliontheater on the river in east London, which was creatively located on a barge in the London Canal in the style of 19 century. Through the airship-shaped inflatable structure, a multifunctional space for young people to communicate, listen to music and relax is formed. The upper part of the gas structure is made of reinforced nylon for making hot air balloons and bright yellow, which is particularly eye-catching against the dark river water and the old facade of red brick buildings on both sides. The bottom is made of transparent plastic film, which can show the activities inside the space to the urbanites outside the space and show the attraction of the space. The floating yellow "led zeppelin" sailed through London's canal system for a week, stopping at various docks for citizens to board. Within a week, the airship quickly became a network celebrity and a hot spot in London, and young people went to experience punching in. Event organizers have successfully turned a space into a hot spot among network celebrities through extremely limited costs, and their greatest contribution is the planning of content and the design of space. We sum up the success of this case, which can be summarized as the following three main elements: interest. This mainly comes from the conceptual thinking of planning and design. An interesting concept will often fully arouse the interest of the target group, bring stories and topics, make people feel funny and even subvert the traditional definition.

. The generally recognized music performance space is located in the architectural space on the ground of the city, but the designer chose antepaviliontheater on the barge, which can be flexibly expanded by inflation, completely subverting the public's cognition of music performance space and making people curious about experience exploration. Vision. Vision is the most intuitive way for people to understand space and architecture, including color, light, shape and other attributes. Clever use of visual attributes in design will often produce cost-effective results, of which the simplest and most effective way is color. Antepaviliontheater chose yellow, which is very eye-catching, especially in the dark background of city and nature, with great recognition and visual impact. Content. A high-quality business place is bound to carry the dynamic content of business activities, which is exactly what the project tries to attract people to experience. It is undoubtedly the most vivid architectural facade of commercial projects to display the contents of commercial activities or wonderful and interesting indoor space. Antepaviliontheater chooses transparent plastic film as the building material at the bottom, showing the rich and interesting activities of internal users to the external audience and attracting the audience into the experience, which is a classic application of this attribute. This is the profile of the building facade, and the vividness of the facade is shaped and expressed through the richness of the internal space. For example, the Dutch Pavilion of the 2000 Hamburg World Expo designed by mvrdv has almost only a few floors supported by columns, and all facade elements are composed of internal experience functions. The building shows its own interests incisively and vividly without advertisements, which can satisfy the curiosity of the viewers, and it can be said that the design brings zero customer acquisition cost. However, the premise of using this attribute is that the content to be displayed should be attractive, which puts forward higher requirements for content planning. We should have enough confidence in the content activities to be displayed, and at the same time choose the content and method to be displayed skillfully in the design.

These three factors of AntepavilionTheater's success are effective ways to solve the problem of low cost and good commercial effect. Many successful commercial development projects make full use of these three attributes to deal with the building facade, and finally achieve the best commercial effect at limited cost.

Most of these projects appear in economically underdeveloped areas or areas that admire rural style. Although the building is limited by economic conditions or local culture, the use cost of the building facade is quite limited, but relying on the creativity of planning and design, it has achieved a place vitality that is difficult to be modulated by developed society and meticulous work, such as Southeast Asia, South America and western States of the United States.

MercadoDelRio was originally the product warehouse of the largest candle factory in Medellin. Because there was a coal railway passing through the building in history, the building plane was shaped into a triangle by the railway.

20 10 warehouse was acquired by armadas.a.s, a commercial real estate developer, and it took six years to prepare for the project development. Developers study and learn from similar successful projects around the world, including chelseamarket in Chelsea Square in new york, boroughmarket in Boluo Market in London and so on. At the same time, we explored and cultivated commercial content brands, and finally laid out more than 50 distinctive restaurants in a space of 3,000 square meters, covering Colombia, Italy, Mexico, Peru, pizza, hamburgers, seafood, Japanese cuisine, steaks, bars, desserts and other diverse regional catering categories. Rich product thickness greatly improves the opportunities for customers to experience many times. Developers make use of the story and topic relationship between the old railway and the building, use the space as the industrial sense of the warehouse building, and build mercadodelrio with the railway station as the space theme. The choice of this theme is ingenious. Most foreign railway stations have more catering functions. Passengers will travel after dinner, and some citizens will come to leisure dining if they don't travel, which is equivalent to the original intention of leisure dining in foreign cultures. Choosing this theme is easily recognized by the public as a central and interesting place, and it is closely related to the history of the place. Differentiated features can be created in the aspects of atmosphere creation, operation and promotion. On the other hand, it took only nine months to rebuild the building, and through extremely limited facade cost and simple and effective adjustment, a place space that can fully express the business planning ideas was created. The logo wall adopts perforated aluminum plate at the top of the building entrance, which embodies the young and fashionable characteristics of the project. The bottom is opened in a large area by setting sliding doors, showing rich and popular indoor activities to the city. Three brick arch coupons were set on a mountain wall, which showed the theme elements of the railway station very intuitively. Brick coupon, a symbolic element, is also an effective means to shape the atmosphere of the place that is most easily felt by the general public, and consumers' visual senses quickly bring it into the preset state of the project. Other parts of the gables are transformed by wet tiling. This kind of cheap material, which is almost abandoned and eliminated in China, has created a vivid facade image through its collocation with commercial themes. There is no bad material, only wrong usage. Through good and effective design, the shortage of materials can be made up. Combined with the theme of the station and the sense of industry, all pipelines, equipment and structural frames are exposed in the internal space, and the ground is treated with rough cement self-leveling and exquisite tile paving, which fully shows the rough and delicate feeling of Latin America, and the whole atmosphere is relaxed and lively, which can be described as four or two. In the renovation, a steel interlayer was added to surround the indoor space, leaving a high space in the middle. At the top, a rough hand-made soft chandelier was used to set off the atmosphere of the place. The center of the first floor is very high, and the surrounding space provides a dining booth. Dining can be done in front of the booth, on the dining table between dining units, or on the peripheral platform on the second floor, instead of the centralized dining area like many food courts in China, which improves the dining experience and avoids the cheap feeling similar to dining halls. A small gathering area is set in front of the bar format, and the bar is equipped with a TV screen to play football matches, which is extremely important for Colombia where football culture is prevalent.