#01
构建品牌的“意义” Building the “Meaning” of a Brand
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伴随着时代的发展，“同仁堂”百年老字号，孕育出一个全新的零售子品牌“知嘛健康”，传承传统精髓、迭代品牌升级，挑战自我、探索新的健康理念，持续输出核心价值、赢在未来。
With the development of the times, TongRenTang, a century-old brand, came up with a new retail sub-brand “Zhima Health”, which inherits the traditional essence, iterative brand upgrades, self-challenges, explores new health concepts, continues to output core values, and future wins.
新时代的消费者和品牌的关系，是一种共生的状态。价值观高度一致，不再是对立、割裂的。消费者愿意成为品牌的一部分，伴随品牌成长，二者相互融合、互为一体。
The relationship between consumers and brands in the new era is a symbiotic state. The values are highly consistent and are no longer opposed or separated. Consumers are willing to become part of the brand, and as the brand grows, the two are mutually integrated into one.
#02
新的面貌与传承 New Image and Heritage
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知嘛健康达美中心店设计，摒弃传统的室内装饰，树立以人为本，人与空间互为一体的理念。整体布局充分打开，打破传统行为束缚，释放生命，让每个人找到自己最舒适的状态。与同仁堂几百年来对健康关注对生命尊重的人文精神一脉相承。
The design of “Zhima Health” Damei Center Store abandons the traditional interior decor, and establishes a people-oriented concept, integrating people and space as one. The overall layout is fully opened, breaking the shackles of traditional behavior, releasing life, and allowing everyone to find their most comfortable state. It is aligned with TongRenTang’s centuries off humanistic spirit in continuously focusing on health and respecting life.
后疫情时代 Post-pandemic Era
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疗愈系戏剧空间 Therapeutic Drama Space
整体一层空间完全打开，一二层通过竖向交通空间联接。从而彻底消除内外边界，上下边界。
The overall first floor space is completely opened with the first and second floors being connected by a vertical circulation space – allowing it to eliminate the internal and external, the upper and lower boundaries.
楼梯所处的界面空间变得“多元化”，它不再是单纯的交通要塞，而是一个戏剧舞台。每个人在聚光灯下自由的活动，演绎自己的人生。既是观众也是演员，无时不刻相互转换，没有界限，没有终止。
The interface space where the stairs are located has become “diversified”, it is no longer a simple traffic fortress, but a theater stage. Everyone moves freely under the spotlight and interprets their own life. Both as audience and as actors, they are constantly interchanging, without boundaries nor termination.
戏剧空间贯穿整个场所，像触角一样自由生长，引导人们探索全新的旅程。消费空间的戏剧化构建打破了传统意义场景定义的禁锢，让消费者成为空间戏剧的参与者，成为实验性戏剧的一部分。
Theatrical space runs through the entire site, growing freely like tentacles, leading people to explore a new journey. The dramatic construction of consumption space breaks the shackles of traditional scene definitions, allowing consumers to become participants in spatial dramas and part of experimental dramas.
戏剧空间里每个道具不停地发生变化，伴随着一幕一幕场景的转换，同样演绎着属于自己的角色。在这里没有主角和配角之分。
Each prop in the theater space is constantly changing and also plays a role of its own as the conversion of scenes evolve. Here ,there is no distinction between leading and supporting roles.
层层叠叠，如潮水般律动。
Layer upon layer, rhythm like the tide.
在这里，人与空间都是动态的。突破水平与竖向的三维形式，成为一个四维的时空场所。
Both the people and space are dynamic. It breaks through the typical horizontal and vertical three-dimensional form and becomes a four-dimensional space-time place.
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“水晶盒子”The “Crystal Box”
梦幻的“水晶盒子”，给空间带来神秘感及趣味性。为后疫情时代的人们带来一个放松身心的疗愈空间。
The magical “crystal box”adds a touch of mystery and fun to the space, creating a relaxing and healing space for people in this post-pandemic era.
第五立面透明的“豌豆”仿佛安静的湖水，让人沉醉其中。
The transparent “peas” on the fifth façade are like quiet lake water, enchanting people into its peaceful beauty.
湖面光影映入视野，若隐若现，引领人们进入神秘般的梦境当中，得到释放和自由。
The light and shadow of the lake comes looming in view, leading people to enter into a mysterious dreamland, feeling released and free.
-美妆魔镜 The Enchanting Beauty Mirror
空间内每一个道具都有它存在的意义，她们和场景相辅相成，不仅仅是一个产品展示的工具，更是品牌与人心灵沟通的纽带。
Every prop in the space has its own purpose. They complement each other with the scene. They are not only a tool for product display, but also there as a link between the brand and the soul.
-万能魔方 The All-purpose Rubik Cube
释放二层靠窗优质空间，作为多功能共享空间。满足休闲、路演、新品发布、产品展示等多场景使用需求。
The high-quality space by the window on the second floor is released as a multi-functional shared space. Meeting the needs of multiple scenarios to be used such as for leisure, roadshows, new product release, product display, etc.
伴随着新消费品的崛起，品牌空间更多融入越来越多的内容与体验，一个复合的多功能空间给品牌与消费者带来更多链接的可能。
With the rise of new consumer goods, more content and experience are integrated into the brand space, and a complex multi-functional space brings more possibilities for brands and consumers to connect.
潮汐般起伏，产品徐徐呈现，所见即所得。
Ups and downs like tides, products a little at a time, what you see is what you get.
总结 Summary
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不做设计的奴隶，只为品牌量身定制，为产品做嫁衣，用建筑语言去描述生命健康的意义……
Don’t be a slave of design, only tailor-made for brands, make bespoke wedding dresses for products, and use architectural language to describe the meaning of life and health…
▲一层俯视 Top View of the 1st Floor
▲二层俯视Top View of the 2nd Floor
项目信息——
项目名称 丨 同仁堂知嘛健康达美中心广场店
项目地点 丨 北京朝阳区青年路达美中心
项目面积 丨 250㎡
完工时间 丨 2022年3月
设计范围丨 室内设计
项目甲方 丨 北京同仁堂
主创设计 丨 程志哲
团队成员 丨 秦树 徐进 李平扬 赵琳
摄影团队 丨 李贵明 张胜斌 张胜坤
PROJECT INFO——
Project Name 丨 TongRenTang “Zhima Health” Damei Center Store
Project Location 丨 T1 Damei Center T1, Qingnian Road, Chaoyang District, Beijing
Project Area 丨 250㎡
Completion Time 丨 March 2022
Design Scope 丨 Interior Design
Project Client 丨 Beijing TongRenTang
Lead Designer 丨 Cheng Zhizhe
Team Members 丨Qin Shu, Xu Jin, Li Pingyang, Zhao Lin
Photography Crew 丨 Li Guiming, Zhang Shengbin, Zhang Shengkun
程志哲 Cheng Zhizhe
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毕业于中央美术学院建筑学院
Graduated from Central Academy of Fine Arts-Construction College
VAST“未·建筑”和“为上设计” 创始人
Founder of “ VAST architecture ”and“ VAST interior design ”
中国先锋青年建筑师
Young Pioneer Architect of China
上海建筑双年展作品 “再现”
“Rebuild” as part of Shanghai Architectural Biennale
中国建筑双年展作品“文字空间”
“spatial-consciousness” as part of Chinese International Architectural Biennial
建筑景观、室内、艺术一体化倡导者
Advocate of the integration of architectural landscape, interior space and arts
未来空间的探索者和先行者
Explorers and pioneers of future space
“未·建筑”和“为上设计”成立于2006年
“ VAST architecture ”and“ VAST interior design ”was founded in 2006
总部坐落于中国北京
Headquarters based in Beijing, China
公司致力为各行业提供前瞻性的建筑
The company is committed to provide multiple industries with forward-looking architecture
室内及产品的创意与空间设计
Creativity for interior space/ products and spatial design
引领国际化团队以创新为核心竞争力的服务理念
Leading the international team with the service concept of innovation as their core competitiveness
跨界合作各艺术领域，不断挑战自我及行业边界
Cross-border cooperation in various art fields, constantly challenging ourselves and industry boundaries
公司秉持严谨的职业态度
The company upholds a rigorous professional attitude
卓越的设计团队与全面的项目控管紧密结合的模式
Closely combined model of excellent design team and comprehensive project management
打造国际视野，多元化、创新性兼具的经典作品
Create iconic works with international vision, diversification and innovation
获得诸多国际奖项
Winner of numerous international awards
