MOC | NIO HOUSE长沙溪悦荟店

一半书生气，一半烟火气

古韵书香与人间烟火共同筑造的城市客厅

NIO HOUSE，长沙

Intellectual Vibe vs. Hustle and Bustle

An Urban Living Room Outlined by Culture and Life

NIO House, Changsha

NIO HOUSE

作为一个颠覆传统的新能源汽车品牌，蔚来开创了与用户深度互动的企业文化，蔚来中心则承载了品牌与用户在线下连接的重要作用。

As a new energy vehicle brand that overturns the traditional thinking, NIO creates a corporate culture of deep interaction with users. NIO House carries the important role of connecting the brand with users offline.

它不仅仅是品牌和产品的展厅，而是以车为核心，链接起由车延伸出的生活方式，是一个蔚来用户和朋友们分享欢乐、共同成长的社区。

This is not just a showroom for the brand and products, but a community where NIO users and friends share joy and grow together, with cars as the core to expand their lifestyle.

城市灵感——长沙印象

City inspiration – impression of Changsha

本项目位于长沙首个海绵城市示范公园-滨水公园的水岸长廊，城市绿地与流域商业沿河相望，带来生态与品质交融的宽阔视野。这一座拥有湿地景观的三层独栋建筑也是华中地区最大的蔚来中心。

The project is located in the waterfront promenade of Binshui Garden – Changsha’s first sponge city demonstration park. The urban greenbelts and businesses overlook the river with a wide ecological horizon. This three-story single building in the wetland setting is also the largest NIO House in Central China.

作为长沙首个NIO HOUSE，MOC希望将对这座城市的印象融入其中。长沙不仅是近年来人们争相打卡的网红城市，从北宋传承至今的岳麓书院也为长沙稳端千年“惟楚有才”的盛名。“书生气和烟火气”，是MOC对长沙印象的提炼，也是设计师希望融入到长沙NIO HOUSE的城市灵感。

As it is the first NIO House in Changsha, MOC hopes to incorporate the impression of the city in the design. Changsha is a popular city to visit in recent years. Its Yuelu Acacdemy, founded during the Northern Song dynasty, has been dubbed a cradle of talents. Therefore, “intellectual vibe” and “hustle and bustle” are the refined impression of Changsha to MOC. With this inspiration, NIO House Changsha is designed to depict the urban image.

1st Floor：极简科技美学展厅

1st Floor： Minimalist tech gallery

首层定义为汽车展厅的Gallery，米白色的水磨石与不锈钢互相映衬，呈现极简科技美学。

The first floor is defined as the gallery of cars. The beige terrazzo and stainless steel reflect the aesthetics of minimalist technology.

镜面天花纵向的拓展空间，带来视觉的延伸。品牌标志以阴刻工艺低调的隐藏于水磨石墙面，让车成为空间的主角。

The mirrored ceiling vertically expands the space and creates the visual extension. The brand logo is inscribed on the terrazzo wall to feature the cars in the space.

2nd Floor：书生气的城市客厅

2nd Floor： An urban living room with intellectual vibe

垂直电梯连通NIO HOUSE的一至三层，用户通过电梯间进入不同楼层，大面积的玻璃砖为电梯间带来更加柔和的光线，使电梯间更加准确地达成过渡空间的功能。

The elevator connects the first to third floors of NIO House, so users have access to different floors. Large glass blocks cast in soft light in the elevator room and illuminate its role of space transition.

进入二层Club，空间内部大面积使用米白色与原木的搭配，通透的落地玻璃为室内带来明亮舒适的自然光照，水岸长廊与城市绿地也进入视野，自然、温暖、舒适包裹着空间中的人们，形成一个友好的共享社区氛围。

Into the club on the second floor, beige is used in a large scale and matched with the natural wood in the interior. The transparent floor-to-ceiling glass brings in bright and pleasant natural light, while the waterfront promenade and urban greenbelts are also invited on the horizon. It is natural, warm, and comfortable to visitors in the space and it forms a friendly atmosphere in this shared community.

MOC在空间中引入了当地的天然白麻石作为主材，与长沙温厚的书卷气息遥相呼应，透过麻石墙面材质肌理的质朴古拙，坐观长沙千年书香与烟火的演变，在空间中，思绪将与这座城市产生链接。

MOC has introduced local natural white granites and used it as the main material. It echoes the profound intellectual vibe of Changsha. The rustic and simple texture of the granite wall seem to experience the changes of culture and life of thousand years in Changsha. The entire space reconnects the visitors to the city emotionally.

墙面的麻石与长桌座位，形成舒适的阅读氛围，同时也为定期的异业合作活动提供更具仪式感的座位形式，鼓励多元化的交流。

The arrangement of the granite wall and long table seating creates a comfortable reading atmosphere, while also providing an encouraging and diverse space of exchange for regular cross-industry collaborative events and functions.

与书架相邻的围合式休闲座位，满足了阅读休闲及与朋友们的聚会场景。墙面展示的绘画作品来自蔚来用户社群，内容将不定期更新。

The enclosed lounge seating adjacent to the bookshelf caters to leisure reading and gathering with friends. The paintings on the wall are from the NIO community and it is updated from time to time.

无论是在空间设计还是运营中，更多地考虑用户感受，并主动地与用户产生链接和交流，也是MOC结合品牌文化在空间设计实践中的探索。

Users’ experience is always the priority in either the design or operation of this space. Active linkage and communication with users are also what MOC tries to explore when incorporating the brand culture in the space.

儿童区划分为动静两个区域–静区为阅读和手工活动区，动区则规划了满足释放儿童玩乐天性的游乐设施。

The children’s area is divided into static and dynamic areas, which are respectively the reading and crafting corner for kids to unleash their imagination, and playground to bring out their playful nature.

▲儿童区俯瞰图 Overhead view of children’s area

两个区域满足了不同年龄段儿童的活动娱乐需求。同时儿童区避免使用射灯，仅通过顶部的球状灯提供充足且柔和的照明。

The two areas meet the activity and entertainment needs of children at different ages. Meanwhile, spotlights are avoided in this area. Instead, only spherical lights are used to provide sufficient and soft lighting from the top.

动区设置了满铺地毯和活动软垫，并结合品牌色搭建了小型的双层活动区和波波池，为孩子提供了一个释放天性的空间。

The dynamic area is set up with full carpeting and activity mats. A small double-deck area and a ball pit are built in line with the brand colors as a space for children to enjoy fun.

3rd Floor：烟火气的艺术展馆

3rd Floor： An art gallery with hustle and bustle

当一二层已经完全满足常规NIO HOUSE的功能需求，整个三层就成为了设计师想法充分发散的空间。

When the first and second floors have fully met the functional needs of the NIO House, the entire third floor allows more creative ideas to bloom.

通过与运营团队的充分沟通，MOC在这一层里设置了茶室、会议室和客厅，通过不同的场景来满足用户多样化的使用需求，通过这几个私密空间的设置，也为三层中部划出了一个大开间。

Through a full communication with the NIO operation team, MOC has set up a tea room, a meeting room and a living room in this floor to meet the diversified needs of users in various scenarios. In addition to these private rooms, an open spacious area is also built up in the middle.

三层的中部空间，MOC运用开敞式的艺术展馆的布局方式，并设计了一系列平时被收纳在墙体内的移动式隔断系统，使空间能够根据使用场景进行灵活的变动，无论是展览、论坛、讲座、音乐会、瑜伽、健身……这个空间都可以承载。

In the middle of the third floor, MOC employs the form of an open art pavilion and designs a mobile partition system that are usually stored within the walls. It makes the space more flexible to accommodate the scenarios ranging from exhibition, forum, lecture, concert, yoga, to fitness, all of which are possible to happen.

▲论坛场景 Forum scenario

▲展览场景 Exhibition scenario

结合天花的隐藏式吊轨和万向轮，让隔断可以由一人轻松推动，灵活地进行空间场景的转换。

With the hidden rail and universal wheels in the ceiling, the partition and scenario change can be easily managed by one person.

沿着展览馆步入景观露台，贴近熙熙攘攘的城市，远眺水岸景观，让用户直观的感受从书生气到烟火气的自然切换。

When visitors step into the terrace from the art pavilion, they can get closer to the bustling city and look at the water landscape from afar. Their experience naturally switches from the intellectual vibe to the hurly-burly life.

思考：与用户共成长

Reflection： Growing together with users

“人进入空间，使用空间，将赋予空间无穷无尽的价值。”

“When people enter and use the space, it will bring endless value.”

在这个项目的实践中，我们尝试围绕人的使用需求的发展对空间进行设计，调性上极简的功能空间，剥去了华丽的外衣，坦露出结合运营思路的无限可能，使品牌通过空间与用户充分链接。随着项目的投入使用，很多超越当时设计设想的使用场景被开发出来，空间也在用户一次次的到访和使用中共同成长。

In the launch of this project, our design is centered around the use and development of the space by people. It’s a functional space without any pompousness, but in line with minimalism. It is so simple, yet it displays infinite possible ideas to run the space. It allows the brand to develop a full linkage with users. As the project is put into use, its potential for different scenarios is discovered, so the space develops and evolves in every visit and use.

将古韵书香与人间烟火糅合其中，以蕴含在空间中的在地性共鸣，使NIO HOUSE成为品牌与用户、用户与用户间共情共创的社区。

By combining the intellectual vibe, the hustle and bustle, NIO House resonates with the local elements and it is a community where the brand and users share and create together.