本项目是odd建筑事务所以“邂逅·时代”为主题，为时代啤酒设计的pop-up巡展。展览整体构思由UCCA尤伦斯当代艺术中心UCCA Lab策划。其中包含了品牌溯源、时代回廊、限量酒杯展示、艺术互动以及试饮体验区域。
This project is a pop up tour designed by odd architects with the theme of “meeting the times”. The overall concept of the exhibition is planned by UCCA lab， UCCA Ullens Center for contemporary art. It includes brand tracing， time corridor， limited wine glass display， art interaction and tasting experience area.
由于pop-up的空间特殊性，在设计中设计师采用了模块化的处理，方便异地施工、到场组装、搬运等。由于该品牌是源自于欧洲且具有六百多年悠久历史的啤酒品牌，故设计师选取了“拱廊“为主要空间构成元素，令参观者在穿行过程中联想到欧洲历史建筑，感受品牌优雅与精致的文化特性。
Due to the special space of pop-up， the designer adopts modular treatment in the design， which is convenient for remote construction， on-site assembly and transportation. As the brand is a beer brand originated from Europe and has a long history of more than 600 years， the designer selected “arcade” as the main space component element， which makes visitors associate with European historical buildings and feel the elegant and exquisite cultural characteristics of the brand.
由拱廊元素组成的空间如同一个小型迷宫一般，没有固定的参观路线，可增加观者在空间内的停留时间并提升参与感，且该元素堆叠使用所产生的美感与构成感十分适合观者拍照留念，来达到社交媒体时代品牌方对于宣传的需求。空间上由数十个拱形墙与品牌圣杯镂空墙共同组成了一个兼具通透性与围合性的空间，白色的墙面轻盈、简洁，贯穿其中的红色丝带造型既可作为展墙，亦起到了点亮空间并呼应“新时代礼物“这个概念的作用。
The space composed of arcade elements which just look like a small labyrinth. There is no fixed visiting route， which can increase the visitors‘ stay time in the space and enhance their sense of participation. Moreover， the aesthetic feeling and sense of composition generated by the stacked use of the elements are very suitable for the tourists to take photos， so as to meet the brand’s demand for publicity in the era of social media. The space is composed of dozens of arched walls and the hollowed out walls of the Holy Grail of the brand. The white wall is light and concise， and the red ribbon shape running through it can not only serve as an exhibition wall， but also lighten the space and echo the concept of “gift of the new era”.
