Flourishing Grandbuy د پرمختللي پلورنځي بیارغونه by Hu Chen is a highly esteemed winner of the very prestigious 2023 د برونز A' Design Award جایزه in د دننۍ فضا او نندارتون ډیزاین Competition Category.
برونزدننۍ ډیزاین· 2023
Flourishing Grandbuy د پرمختللي پلورنځي بیارغونه
by Hu Chen
Client: Guangzhou Grandbuy Co.,Ltd.
د برونز A' Design Award جایزه Winner in دننۍ ډیزاین Category
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The Design
About Flourishing Grandbuy د پرمختللي پلورنځي بیارغونه
"غوړیدلی ګرانډبای" د چین، ګوانګجو ښار کې د یوه پیژندل شوي پیاده ګرځنځي پر سر د یوه پلورنځي بیارغونه ده. دا پلورنځی له دوو داسې ودانیو څخه جوړ دی چې په بېلابېلو وختونو کې جوړې شوې وې، چې له دې امله د ځای ترمنځ ناانډولي او د پیرودنې مسیر ویشل شوی و. په بیارغونې کې یوه مرکزي محوره او یوه اصلي اترویم (اتریم)، نوي پوړ اوچتونکي (اسکلیټرونه) او د لیدنې لپاره یوه لیفټ رانغاړل شوي، همداراز ختیځه دروازه له سره ډیزاین شوې چې د سپکو المونیمي پنلونو پوښ لري، دا پنلونه د سیمهییزو چتي پلیټونو په بڼه ټاکل شوي او د رنګه LED واحدونو له لارې رڼا کوي. پایله دا ده چې دوه ودانۍ په یوه روښانه او آسانه لاسرسي وړ مسیر کې یوځای شوې دي.
The Recognition
About the د برونز A' Design Award جایزه
Flourishing Grandbuy د پرمختللي پلورنځي بیارغونه د برونز A' Design Award جایزې ګټونکی دی، یوه ډېره ویاړلې پېژندنه چې غوره ډیزاینونو ته ورکول کېږي چې په خلاقیت، هوښیارۍ او زیرکتیا ځانګړي دي. د برونز ګټونکي ډېر ماهر او په حیرانوونکي ډول خلاقي آثار دي چې د خپلو ډیزاینرانو پراخ تجربه، تخیل او چارواکتیا تاییدوي. له Flourishing Grandbuy د پرمختللي پلورنځي بیارغونه څخه تمه کېږي چې یو ډېر ارزښتناک، ستایل شوی او ګران شی وي چې په پام وړ ډول مسلکي او نوښتګر دی. دا د برونز A' Design Award جایزې ګټونکی ډیزاین په هنر، ساینس، ډیزاین او ټیکنالوژۍ کې غوره کړنلارې یو ځای کوي او د جزیاتو ته د پاملرنې له امله غوره دی. Flourishing Grandbuy د پرمختللي پلورنځي بیارغونه اړتیاوې په ښکلي ډول پوره کوي، هیلو ته رسېږي، احساسات ځانته ملګري کوي او لیوالتیا راپاروي.
Behind the Design
Press Kit
Credits, team members and technical details provided by the designer.
- Unique Properties
- Grandbuy is an old department store at a famous pedestrian street of Guangzhou, China. It included two buildings constructed in different time, which leads to a spatial misalignment in between. This impaired the consumers' experience and their revenues. The store was needed to be renovated.
This design reconstructs the consumers' route, connecting the buildings as a whole in both spatial and business sides. On the reopening day after the renovation, the sales reach the highest peak of the year. - Dimensions & Packaging
- Total Volume: 66300㎡
- Tags
- Department Store Renovation, Department Store Design, Commercial Spacee Renovation, Commercial Space Design, Renovation Design, Interior Design, Interior Renovation, Consumers' Route design, Architectural Design, Facade Design
- Production Technology
- My design is a renovation of a whole department store, thus countless materials and construction techniques were highly involved. Therefore, due to the characters limitation, in this part, I could only and I would like to choose one of the worth-mentioned materials to explain.
At the east entrance of the department store, with side-by-side buildings nearby, we use the light weight aluminum plate with changeable color system and cast it into the tile shape of Guangzhou architecture, with illusion lighting and computer imaging RGB color LED lamp bead matrix to make the department store "jump out" within the side-by-side buildings. The materials we chose are not expensive, easy to maintain and effective. Practically speaking, we have fully taken economy, ease of use, safety and maintenance into account, it is sustainable. Aesthetically speaking, we interpreted traditional elements with modern techniques and used commercial lighting to beautify the entrance and make it become more attractive. - Design Challenge
- Before the renovation, the connection between the old and new buildings was obstructed, the outdoor image was weak, the indoor guidance was unclear, and the passenger flow through rate was low. In the exterior space, consumers mainly entered and exited the store from the east entrance, while the south entrance with the largest plaza space on the whole pedestrian street was always less crowded because of the unattractive visual expression and the unsuitable consumers’ route. The underutilization leads to a lack of connection and convenience between the interior and exterior space, which also decreases the consumers’ infusion from the outside to inside. Besides, in the interior space, the consumers' route was separated by the two buildings, the old building with a smaller area had an independent zigzag route while the new building with a larger area had a scattered route caused by the dense column construction of the building. As a result, the connection of the whole department store was divided and misplaced by the two buildings, which was not conducive to the consumers’ route management and eventually led to the inability of guiding consumers from one building to the other.
In a word, the main challenge was: “How should we connect the old and new buildings into one, so as to better attract and guide consumer consumption? - Research
- Research Type: Department Store, Commercial Space Renovation Design
Research Objectives: This project was given to us by our client. At the beginning, our client only knew that their department store property was too old to attract new consumers, which was affecting sales. Therefore, in order to be more competitive, they needed to renovate the property. By making various on-site research, business analysis, consumers' route analysis, and aesthetic research, we finally made "upgrading the consumers' route to improve " the objectives of our entire proposal.
Methodology: On-site Research, Business Analysis, Human-centered Observation, Consumers' Route Analysis, Aesthetic Research, etc
Results: By the optimization of the consumers' route, we also improve the cultural and aesthetic visual expression of the scene and the integrality and accessibility of the space, which finally successfully helped the department store upgrade and iterate, attracting more first-tier brands and significantly increasing sales.
Impacts/Effects: After the renovation during the 2020 COVID-19 pandemic, the total sales exceeded 32.5 million RMB on the reopening day, which reach the highest peak of the whole year. And since then, this department store has become a new “must-go” place of more consumers. Economic speaking, this renovation project has boosted the sales of our client's business as well as boosted the local economy; environmental speaking, it reused the original scene to revive an old property, saving it from dereliction; socially speaking, it offers a greater place for people to relax, which enriches people's life. - Inspiration
- The renovation of a department store is a huge system that requires consideration of various aspects, but among which, the consumers' route, like the “blood vessel” of commercial spaces, plays the most essential role in the whole system. It is the inspiration and the core of our project. Following this “vessel”, we use spatial design techniques to reconstruct the consumers' route, so as to circulate consumers' flow, attract more consumers, and upgrade the brands to improve the store's revenues.
- Project Duration
- The project was designed in March 2018, and was landed in September 2020. The project is now in use and perfectly operating.
- Operation Flow
- This project was designed in the following 4 steps.
Step1：Form a central axis and a core atrium to improve the holistic relationship between the new and old buildings to avoid spatial fragmentation to better circulate the in-store consumers’ route and enhance the visibility and accessibility of the shops.
Step2：Add sightseeing new elevator and escalators to strengthen the vertical accessibility of each floor to eliminate cold business areas to attract more consumers and better fulfill their needs.
Step3：Use visual design, including innovative expressions of cultural elements and commercial lighting design, at the two entrances where the consumers’ route start to highlight the presence of the Grandbuy Department Store and attract more consumers.
Step4：Optimize the first floor brands according to the new consumers route to create the most influential and comprehensive cosmetic aggregation in South China.
These steps allow the the Grandbuy department store, which consists of two buildings constructed in different time, become a whole, and become more fashionable and recognizable. The whole store was successfully ungraded and their annual sales were significantly increased. - Team Members
- Design Director: Hu Chen
- Image Credits
- Image #1: Photographer IVY Photography & Production,On-site Photo of the Interior1,2021.
Image #2: Photographer IVY Photography & Production, On-site Photo of the South Entrance,2021.
Image #3 Photographer IVY Photography & Production,On-site Photo of the East Entrance,2021.
Image #4: Photographer IVY Photography & Production,
On-site Photo of the Interior2,2021.
Image #5: Photographer IVY Photography & Production,
On-site Photo of the Interior3,2021.
Video Credits: Brief Introduction Video of GRANDBUY, Guangzhou Harber Architectural Design Co., Ltd, 2022.
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