ICD明之顾问 | 温州CNOVA 品牌升级和空间设计

温州优诺光学是中国最大的出口眼镜研发生产商之一，因产能扩大，将其生产基地迁至2000㎡的新址，同时迫切需要对品牌形象做全面升级，以提升在国际市场上的竞争力。ICD受邀承接优诺光学CNOVA品牌视觉形象升级、品牌展厅空间设计及办公室前厅设计。在本项目中， ICD用视觉语言和空间策略精准传达了CNOVA既拥有强大生产实力，又谦和友善、服务至上的品牌价值观。

CNOVA Optical, one of the most significant optical lens manufacturers and exporters of China，relocated its production base at a Ca. 2000 sq. m plant due to business expansion. I Collective Design undertook CNOVA’s VIS upgrade, reception space and showroom design as a package task. In the named two space design, ICD looked for an expression of CNOVA’s mass producibility as well as their humbleness, discipline, and service-oriented spirit, which are the core values of CNOVA.

办公前厅

RECEPTION

从模糊到清晰再到记忆——前厅是一个完整的品牌认知过程

FROM BLUR TO CLARITY—A VISUAL BRIEFING TOUR OF CNOVA

前厅的L型场地在功能上被划分为“形象空间”和“信息空间”，形成由远及近、层层递进的品牌认知过程：

The L shaped reception space is divided into “scenic space” at the entrance and “informative space” connected to the office area.

进入CNVOA前厅即“形象空间”，迎面若隐若现的植物墙拉伸了空间，平添绿意又消解了进深狭窄的局促感。移步之间，长虹玻璃让背后的景致如影随形，将视线自然引至CNOVA Logo 墙，水晶棒排列成的弧形来自品牌标识“C”，营造了吸纳感，同时作为划分空间的隔断; 转角进入“信息空间”，风琴式的展墙倾斜朝向通道，向顾客深入介绍企业文化。展墙对面的休闲长桌座椅，提供等候、咨询的洽谈空间。当客户从办公区走出准备离开时，会看到“风琴”的另一侧：5个红色截面视觉上构成一个完整的“C”符号，加上墙面的“再会投影”信息，重构客户对品牌的记忆。

The scenic space starts from a semi-transparent plant window, which creates a visual extension of the narrow entrance. It sculpts the first impression, an obscure and natural aesthetics. Zooming in, the CNOVA Logo wall shaped by the bubble glass pillars holds an embracing curve mimicking the “C” icon. It stands also as the partition of the passage to the restroom. Further in comes the informative space consisting of a corporate wall and a seating area. The angled accordion wall on the welcoming side introduces the brand’s culture. On the farewell side, the “C” icon separated on the five pieces of the wall can be read as a whole, rebuilding the brands awareness. Together with the customized “SEE YOU AGAIN” projection wall, a complete cognition of CNOVA is achieved.

展厅

SHOWROOM

“新仓储”——精密的工厂感

NEO-WAREHOUSE: MASS & REFINED

240㎡的展厅是CNOVA样品展示和洽谈订货的场所。展厅空间要解决的问题是既要保证足量的商品出样，又要创造明晰的浏览路径，便于客户挑选抉择。

The crucial task of the 240 sq. m showroom is to organize the mass displays in clear order. Cost-wisely, we tried minimal means for maximum effects.

“在CNOVA的生产车间里看到移动层架上挂满等待喷漆的注塑镜架，密集而有序。我们从眼镜的生产环节受到启发，用堆叠阵列作为空间表达的主要手段。“量”的塑造也旨在表现CNOVA的生产能力。

“It was impressive to see huge amount of eyewear frames hanging on the mobile shelves rolling into paint room. We got inspiration from the volume and rhythm from their production line.” Style-wisely, we merged the warehouse feel with a hint of precision and refinement from the optical lens.

谦和·友善·秩序——墙面陈列柜呈现“列队迎宾姿态”，展示面朝客流方向倾斜，一方面便于商品浏览，另一方面创造了额外的展示面: 红色的展柜侧板可插入产品系列介绍，让眼镜商品实现了图书导览式的清晰分类。

The angled wall shelves echo the accordion corporate wall of the reception room. The merchandises are facing the traffic direction and the red side-panels carry the product series information correspondingly, creating such a clear guiding for the viewers as library classification system.

空间就是品牌——秩序、克制、素简贯穿展厅空间，是CNOVA品牌精神的自然流露。展厅视觉焦点处是挂满斜向品牌帆布袋的立体Logo墙，视觉上强化品牌形象；墙内围合成一个私密的洽谈室，墙面直接用绘图白板做饰面，便于绘制草图交流产品意见，会议结束时客户可用墙面的帆布袋打包样品和资料册。展厅设计精准应用VI色彩比例，营造出沉浸式的品牌氛围感。

The focal point of the showroom is CNOVA logo walls, stacked by layers of brand’s bespoke handbags hanging on metal structure, enclosing a small conference room. Therefore, the walls inside are straightly made of whiteboard for writing notes. The bags are also handy for clients to takeaway brochures with. An array of iconic bags forms a texture which align closely to the VI color palette. Without any logo on façade, the space is identifiably tailored for CNOVA.

快闪化——我们混合使用了既有的、轻量的、低成本的材料，加之模块化、可移动的展示系统，增强了空间的可塑性，客户可根据陈列需求灵活调整布局，搭建主题展卖活动。柜体的阳光板叠加半透镭射膜，机理中透着金属光泽和彩虹的光色，为灰白色空间增添微妙的灵动感。

We played with comprehensive applications of existing, light and cost-effective materials for display furniture. The modular and mobile open counters are made of polycarbonate sheets lined with semi-transparent lazor foil, creating subtle metallic texture with a touch of titanium optical frame.

ICD坚持以跨学科的研究方法，将空间作为品牌的载体，用专属的视觉语言表达品牌精神。