坐落于北京五棵松商圈的华熙LIVE以活力、现场、体验为整体定位，为年轻人打造五小时时尚生活圈、城市活力互动体验空间。围绕着品牌核心价值与视觉调性，WWD从场景体验和氛围营造双重角度，对华熙LIVE·五棵松进行了商业场景的设计升级，营造全方位沉浸式互动体验空间和幸福能量场。
Located in the Wukesong commercial district of Beijing, BloomageLIVE-Wukesong positions itself with vibrancy, live experiences, and engagement, aiming to create a five-hour fashionable lifestyle circle and an urban vitality interactive experience space for young people. Centered around the core values and visual tone of the brand, WWD has upgraded the commercial scene design of BloomageLIVE-Wukesong from the perspectives of scenario experience and atmosphere creation, crafting a fully immersive interactive experience space and a field of happiness and energy.
运用灯光互动、裸眼3D大屏等技术手段强化“京西不夜城”的动感活力，以导视标识和大型装置在关键节点凸显品牌的视觉记忆，让互动体验激活情绪触点，提升打卡意愿和消费黏性。这些超级品牌符号体系在年轻态的客群中构建了差异化的心智占位，成为华熙LIVE·五棵松可持续发展的强劲动力。
Utilizing technologies such as interactive lighting and naked-eye 3D screens to enhance the dynamic vitality of the “West Beijing Night City,” brand visual memories are highlighted at key points through wayfinding signage and large installations. These interactive experiences activate emotional touchpoints, increasing the desire to visit and consumer loyalty. This system of super brand symbols establishes differentiated mental positioning among young customers, becoming a strong driving force for the sustainable development of BloomageLIVE-Wukesong.
1、打开生活万花筒
Opening the Kaleidoscope of Life
人们从四面八方涌入这座现代都市生活的万花筒。每一处入口设计都是独特的品牌视觉形象。昼夜双重模式的体验感，勾勒出商业街区的第一道风景线。
People from all directions flock to this kaleidoscope of modern urban life. Each entrance design presents a unique brand visual identity. The dual-mode day and night experience outlines the first scenic view of the commercial district.
南北两侧各屹立着一片巨大的叶子，宛如悬浮在空中的未来飞船，在天际线中划出一道优雅的弧线。下方的像素屏幕以精湛的拼接技术打造，变幻出各种时尚前卫的主题内容。经过巧妙编排和创意设计，传递出年轻一代的活力与热情，如一片流动的数字海洋，将科技、艺术与商业完美融合。
On the north and south sides, there stand huge leaves, resembling futuristic spacecraft floating in the air, carving an elegant arc across the skyline. Below, pixel screens crafted with exquisite stitching techniques transform into various fashionable and avant-garde themes. Through ingenious arrangement and creative design, they convey the vitality and enthusiasm of the younger generation, like a flowing digital ocean, perfectly blending technology, art, and commerce.
穿越这条地铁连廊，恍若踏入梦幻花海。连廊顶壁与两侧布满的无数花朵，与酷炫的灯光相互交织，仿佛时空交错瞬间跨入梦幻奇境一般。在连接现实与幻想的连廊中，日常通勤变成了一次心灵的洗礼。
Walking through this subway corridor feels like stepping into a sea of dreamy flowers. The ceiling and walls of the corridor are covered with countless flowers intertwined with dazzling lights, creating an illusion of crossing into a fantastical wonderland. In this corridor that connects reality and fantasy, daily commuting transforms into a spiritual journey.
北侧入口的巨大张拉膜结构在夜色中被彩色灯光映照得如梦似幻，创造出充满未来感的视觉体验。醒目而炫酷的“华熙LIVE·五棵松”品牌标识牌通过光影设计和结构布局与现场的氛围亮化彼此衬托，共同营造出商业之美，进一步提升了访客对这个潮流商业品牌的认知。
The large tensile membrane structure at the north entrance is illuminated by colorful lights at night, creating a dreamlike and futuristic visual experience. The striking and cool “BloomageLIVE-Wukesong” brand signage, through light and shadow design and structural layout, complements the on-site atmosphere lighting. Together, they create commercial beauty, further enhancing visitors’ recognition of this trendy commercial brand.
南侧入口矗立着由立方体堆叠而成的导视塔，立体造型赋予标识牌雕塑般的美感。塔上的每一面传递出不同信息，明亮色彩和趣味文字增强了信息传达的有效性和辨识度。
At the south entrance stands a wayfinding tower composed of stacked cubes. The three-dimensional design gives the signage a sculptural beauty. Each side of the tower conveys different information, with bright colors and playful text enhancing the effectiveness and recognizability of the information.
由“华熙LIVE”logo演化而来的互动装置进一步强化了品牌视觉。几何轮廓的内侧是哈哈镜，当行人穿过时可以看到自己的变形影像。同时，底部的触感式灯箱也会发出光亮进行互动，提升了现场体验的乐趣。
The interactive installation evolved from the “BloomageLIVE” logo further strengthens the brand’s visual identity. Inside the geometric outline is a funhouse mirror, allowing pedestrians to see their distorted reflections as they pass through. Meanwhile, the touch-sensitive lightbox at the base lights up to interact, enhancing the fun of the on-site experience.
东坡道入口以四根高耸的广告柱为标志，鲜艳的广告画面和霓虹灯光形成强烈的视觉冲击，作为商业区域与场馆区域的分界线。黄昏时分，落日余晖与霓虹灯光交相辉映，使街区成为城市夜晚的焦点。
East Entrance features four towering advertising columns as its landmark, with vivid advertising images and neon lights creating a strong visual impact, serving as the boundary between the commercial and venue areas. At dusk, the lingering sunlight and neon lights complement each other, making the district the focal point of the city’s nightlife.
2、解锁科技奇幻夜
Unlocking Fantasy Night of Technology
中心广场的核心是一座开放式钢结构框架，既作为大型活动的主会场，又是冬季趣味冰场的主要场地，通过对钢结构整体轮廓的亮化设计手法使其在夜晚呈现出科幻效果。动态水景喷泉变幻出各种色彩，好似一场水与光的盛宴。周边店铺和摊位如散落的岛屿，烘托出开放而包容的商业氛围。
The core of the central square is an open steel structure framework, serving as the main venue for large-scale events and the primary location for the winter fun ice rink. Through illuminated design techniques on the overall contour of the steel structure, it presents a science fiction effect at night. Dynamic water fountain displays in various colors, resembling a feast of water and light. Surrounding shops and stalls resemble scattered islands, creating an open and inclusive commercial atmosphere.
巨大的张拉膜结构好似漂浮在半空中的莲花，渲染出调调街夜晚的奇幻色彩。
The huge tensile membrane structure looks like a lotus floating in mid-air, rendering the fantasy color of Tiaotiao Street at night.
错落有致的集装箱建筑和转角处的楼梯增添了节点处的景观，创造出多维环绕、富于吸引力的都市场所感。咖啡馆、餐厅、各类精品小店鳞次栉比，复古与现代交织，传统与创新并存。沉浸在多感官体验的都市画卷中，每一个角落都充满了发现的惊喜。
The immense tensile membrane structure resembles a floating lotus in midair, creating a fantasy color scheme for the night of Tiaotiao Street. The staggered container buildings and stairs at corners add to the landscape at nodes, creating a multi-dimensional, attractive urban space. Cafés, restaurants, and various boutique shops are arranged in an orderly manner, blending retro and modern elements, tradition and innovation coexisting. Immersed in a multisensory urban panorama, every corner is full of delightful discoveries.
夜幕降临，酒吧街迎来了最璀璨的时刻。建筑设计以复古风格为主，红色灯笼、古色古香的屋顶和满墙的霓虹灯广告牌，无不散发浓厚的怀旧氛围。巧妙的布局营造人流动线和视觉焦点，人们不断被新的视觉元素吸引，保持着探索的兴趣。
As night falls, the bar street welcomes its most splendid moments. The architectural design leans towards retro style, with red lanterns, quaint rooftops, and walls filled with neon signs, exuding a strong nostalgic atmosphere. Clever layouts create pedestrian flows and visual focal points, continuously attracting people with new visual elements, maintaining their interest in exploration.
从传统中式元素到现代艺术表达，每一个招牌都像独立的艺术品。精心绘制的图案和文字，在传递商业信息的同时也表达文化与情感。霓虹灯交织成五彩斑斓的光幕，人们或徜徉或静坐，尽享美食美酒与氛围场景的双重盛宴。
From traditional Chinese elements to modern artistic expressions, each sign is like an independent artwork. Meticulously crafted patterns and texts not only convey commercial information but also express culture and emotions. Neon lights interweave into a colorful curtain of light, where people wander or sit quietly, enjoying a dual feast of fine food, drinks, and atmospheric scenes.
3、邂逅心跳交响乐
Encounter the Symphony of Heartbeats
爱情广场赋予了商业空间情感与温度。温暖的光晕柔和洒下，人们置身光影编织的爱情隧道。人性化的装置场景打造爱与连接的情感汇聚点，层叠交织出浓浓的浪漫氛围。
Love Square infuses the commercial space with emotion and warmth. The gentle halo of warm light cascades down, enveloping people in a love tunnel woven by light and shadow. Humanized installations create emotional focal points for love and connection, layering and intertwining to form a strong romantic atmosphere.
集趣味与挑战于一体的探险乐园邀请着人们感受速度与激情的双重快感。轻探险·时空滑道以动静结合、彩色灯光的对比，为年轻人创造了释放能量和挑战自我的场所。霓虹灯带勾勒出滑道流畅的结构曲线，仿佛时光隧道引领人们进入一个充满未知与探索的世界。
The adventure park, blending fun and challenges, invites people to experience the dual thrill of speed and excitement. The Light Adventure: Time-Space Slide combines motion with stillness and contrasts colorful lights, creating a place for young people to release energy and challenge themselves. Neon lights outline the smooth curves of the slide’s structure, resembling a time tunnel that leads people into a world full of unknowns and exploration.
从多彩的主题街区到炫酷的数字化互动体验，多维度的品牌视觉记忆不断回响在消费者心中。华熙LIVE·五棵松以极致姿态再次闪耀京西，成为活力时尚的聚集地和夜生活的体验胜地。
From the vibrant themed district to the cool digital interactive experiences, the multidimensional brand visual memories continue to resonate in consumers’ minds. BloomageLIVE-Wukesong shines brightly once again in the western part of Beijing, becoming a gathering place for vibrant fashion and an experiential destination for nightlife.
项目信息——
项目名称：华熙LIVE·五棵松
公司名称：北京华熙万物设计有限公司
设计顾问：崔志鹏（华熙集团总工程师）
设计团队：劉卷卷、陈威，朱林静，崔文雅
项目摄影：TOPIA 图派视觉
项目面积：7万平方米
项目文案：林楠
项目策划：楽品牌策略机构
Project information——
Project name: BloomageLIVE-Wukesong
Company name: Beijing Bloomage WanWu Design Co.,Ltd
Design Consultant: Zhipeng Cui (Chief Engineer of Bloomage International )
Chief Designer: Juanjuan Liu, Wei Chen
Design team: Juanjuan Liu, Wei Chen, Linjing Zhu, Wenya Cui
Project Photography: TOPIA Vision
Project area: 70,000 square meters
Project copywriter: Nan Lin
Project planner: Le Brand Strategy Agency
