Bir Land in Hangzhou | A Relaxing Commercial Scene for Micro-vacations
Bir Land, situated in the Liangzhu cultural village of Hangzhou, stands as an artistic commercial complex specially designed for micro-vacations. This project serves as the final piece of the commercial puzzle, aiming not only to fulfill the growing daily consumption needs of the local residents, thereby enhancing the charm and convenience of the residential area, but also to function as an artistic destination with its distinctive character. It consistently draws visitors from the Yangtze River Delta region through its offering of high-quality cultural, artistic, and design experiences. Bir Land has a strong appeal to a niche group of micro-vacation enthusiasts who have long been admirers of the lifestyle embodied by Liangzhu.
Project Name: Vanke Liangzhu Bir Land
Project Location: Liangzhu Cultural Village, Yuhang District, Hangzhou, China
Project Area: 68934㎡
Proprietor: Vanke, Hangzhou
Design Time: 2022.11
Open Time: 2023.5
Commercial Scene Design: Fun Connection (www.funconn.com)
Bir Land Architectural Design: Zhejiang Qingmo Architectural Design Co., Ltd.
Warehouse Architectural Design: Deshaus Architecture Design
Landscape Design: Change Studio
Interior Design: Hangzhou Pan Tianshou Environmental Art Design Co., Ltd.
Curtain Wall Design: Zhong Nan Institute of Curtain Wall Design&Research
Lighting Design: Shanghai Zuo Yi Lighting Design Co., Ltd.
Outdoor Landscape Furnishing: Tifanlife, Hangzhou
Wayfinding Design: Shanghai Gengxin Architecture Design Co., Ltd. & Shanghai Youyi Engineering Co., Ltd.
Sculpture Design: Shanghai Shu Yuan Sculpture Art Design Co., Ltd.
Construction Company: Hangzhou Chang Yuan Tourism Development Co., Ltd.
Civil Engineering & Steel Construction: Hangzhou Construction Engineering Management Group Co., Ltd.
Curtain Wall Installation: Hangzhou Dayan Construction Co., Ltd.
Photographer: Aqi
Bir Land mirrors the Liangzhu lifestyle in a microcosmic way, serving as a stage for community interactions, a branding platform, and a habitat where spiritual ideals coexist harmoniously with a laid-back lifestyle.
To create an engaging commercial atmosphere within this micro-vacation setting, Fun Connection has employed a range of design techniques, progressively infusing a commercial vibrancy into the suburban vacation ambiance across various levels. For each distinct business format and commercial zone, comprehensive recommendations have been provided for the outdoor areas, encompassing the selection of furniture types, arrangement styles, and even choices of materials and colors. The integration of outdoor seating has been thoughtfully and strategically planned to eliminate the boundary between natural surroundings and artificial environments, thereby providing more opportunities for people to connect with nature in a leisurely atmosphere.
As night descends, the ‘birds’ perched on the trees come to life in unison with the streetlights. In this moment, the small nest-like lights on the trees sway gracefully, while the lights within the landscaped lawn create a charming and delightful atmosphere. The warm and synchronized lighting at various locations adds a lively touch to Bir Land during nighttime.
Bir Land has introduced nearly a hundred brands, creating a unique commercial project through non-standard customization. These brands encompass diverse formats, invoking memories of the local villagers, fostering vibrant social interactions, offering artistic experiences, and catering to a high-quality lifestyle. They not only cater to the artistic clientele who relish their vacations in Bir Land but also generate a bustling environment with numerous brands enriching the local community’s way of life.
The traditional approach to brand visual expression mainly focused on storefront signs. Fun Connection steps in as an invisible hand, orchestrating and coordinating the facade designs of different brands in Bir Land. The dimensions of facade commercial design have been meticulously broken down into smaller components. Every store has been intricately managed, from typography design for storefront signs to materials, colors, installations, lighting, and even suggestions for facade materials, visual design, and furnishings for both indoor and outdoor spaces. This detailed approach constructs a truly symbiotic relationship between nature and art in the everyday life of Liangzhu.
The logo of Bir Land draws inspiration from the ‘Jade Bird,’ a cultural relic discovered at the Liangzhu archaeological site. Comprising four simple and flat circular patterns, it forms an abstract representation of the ‘Jade Bird.’ The brand’s core is reinforced by applying this logo to signage, urban furniture, and decorative elements throughout the streets. In the future, the logo will serve as the creative theme for the plaza and park in the core area, creating significant symbols that shape the collective memory of the community by extracting its design language and employing various materials.
Fun Connection extends the logo in various innovative ways, transforming the flat form into a gradient 3D form or using color blocks to create diverse visual styles. Consequently, brand materials for different areas, seasons, and mediums are achieved by reinterpreting the cultural symbols within the existing visual framework. By infusing grand artistic and cultural elements into everyday visual symbols, branding seeks to promote itself in a non-traditional and indirect manner. In Bir Land, architecture, landscapes, spaces, visuals, installations, and lighting all serve as mediums of artistic expression, constituting an essential part of the brand. With its serene natural scenery and relaxing ambiance, Bir Land offers a soothing experience to all those who are weary and stressed.
