Kunming Century Jinyuan Shopping Mall is a monument commercial building, which was developed together with Kunming Century Town. As a key urban carrier in the commercial circle of Century Town, Kunming Century Jinyuan Shopping Mall (the Mall) has been serving residential groups as well as the whole consumer groups in Yunnan for 13 years with certain influence and popularity in Yunnan. With a building volume of 530,000 m2, the Mall is a mega commercial complex that is rarely seen in China’s southwestern region. With the “ultra-large” commercial scale, it plays a certain role in the whole society and builds a bridge for brands, residents and customers.
The Mall is bestowed commercial value through scenes. It upgrades its level continuously through brands, and innovates layout combinations to create a lifestyle of youth and leisure; the Mall has also introduced complex industry scenes of F&B, sports, leisure and socializing constantly. In general, the upgrading of B1F in Hall C of the Mall is strategically positioned as the “delicate life energy field” and will be developed into a superior brand matrix of “main & secondary stores + N” combining brand attributes, functional classification and social scenes. The iteration and upgrade of brands rejuvenate the whole new district, and enhance the connotation and wonders of the Mall further.
The renewal of underground commercial space should be reviewed from the perspective of three-dimensional centralization based on urban renewal. Through urban renewal & renovation and the method of “reservation, renovation and demolition”, we should use proper new technology, new material and new process actively on the basis of protecting original elements, such as the original environment, historic and cultural architectures, street and block fabrics, in order to improve and upgrade the old underground commercial space environment as a whole, including the pedestrian system, public space, greenery landscape, etc. All the elements above will be made catering urban development and living needs, and a comfortable and pleasant shopping environment will also be created for customers, so as to develop the underground commercial space a public activity venue that carries people’s daily life and leisure & entertainment in real sense.
Interpretation of renovations to underground commercial space from the perspective of urban renewal
Renovations to resources of underground urban space should be carried out based on urban renewal as a whole and be reviewed by integrated thinking, so that the transformation from quantitative to qualitative change on the improvement of underground space can be achieved。
Different from construction space on the ground, which can interact with the surroundings easily, underground space connects with the city mainly through the ground or underground link space, which is unfavorable for its publicity and vitality promotion. Once judged from the vitality of commercial space, underground commercial space is generally less active than ground commercial space. To address the situation above, JHD decides to create a one-stop, comprehensive consumption space, to forge a LOFT market fair with the feeling of affinity and freshness.
Renovations to resources of underground urban space should be carried out based on urban renewal as a whole and be reviewed by integrated thinking, so that the transformation from quantitative to qualitative change on the improvement of underground space can be achieved。
Different from construction space on the ground, which can interact with the surroundings easily, underground space connects with the city mainly through the ground or underground link space, which is unfavorable for its publicity and vitality promotion. Once judged from the vitality of commercial space, underground commercial space is generally less active than ground commercial space. To address the situation above, JHD decides to create a one-stop, comprehensive consumption space, to forge a LOFT market fair with the feeling of affinity and freshness.
This design breaks the routine and creates a space that is energetic, diversified, artistic and socialized. By establishing complex industry scenes and commercial cooperation, a sharing and moving environment is formed, which not only satisfies the diversified customer demands, but also becomes a stage for socializing and gathering popularity. Here, customers can enjoy unprecedented art creation experiences, satisfy their curiosity and desire for exploring, and make every shopping and gathering be an unforgettable artistic journey.
Design and creation are similar to the theatrical experiences in the street market. The aesthetics of bilayer structure let people shape the level of space, and its material is composed of bare concrete, steel and bare top. One of the key elements for strengthening experience feeling of the market fair includes creation of visual focus via space height and the decoration of scene talk integrated in the 2nd floor. By intensifying the form of artistic painting, enriching the level of space and designing the façade patterns, the bare ceiling is no longer dull but become more attractive, adding brilliance to the whole scenario.
Art gallery in the market fair
The “market fair” can be compared into the epitome of urban culture. It can make up for the life vitality and atmosphere unparalleled by traditional commerce; forge commerce into an art gallery, turn shopping experiences into an exhibition, and merge into urban everyday life in a fresh way. The urban market fair space can enhance the cultural atmosphere of the whole city, and exert certain social function such as enhancing citizens’ sense of belonging and identity.
The market fair can be the carrier for commercial activities and social interaction activities, meet the daily life requirements of urban residents, show regional culture, and also intensify the interactions among different groups.
Space atmosphere
Industry scenes distribution and space pattern
Visibility and accessibility
Visibility is the first element for promoting customers’ further action of purchasing. The behavior of “getting closer to shops” can be achieved only after the shops are seen. The higher chance of accessibility, the higher chance of getting more yields for shops and the higher commercial value. It is an important factor to have more shops with higher commercial value in order to realize commercial success.
1) Try to increase the length of main moving line of underground space, and decease or even remove the secondary moving line. Commercial main moving line is the most important area for customers to pass by and acquire business information through visibility. To improve visibility, it is of great necessity to increase the number of shops in this passage and participation rate of commercial activities.
2) Decrease turnings in an acute or right angle and path curvature. Because people’s vision goes in a form of ray divergence and has no the feature of turning, their field of vision will be subject to corresponding limitations when there is a turning or bending. Generally speaking, bending is superior to turning, the smaller radius of curvature is superior to larger radius of curvature, and turning in an obtuse angle is superior to turning in a right or acute angle.
3) Design node: In underground spaces, especially multiple-layer of underground space, nodes in generally high atriums are the place where there are the most vision interaction and widest field of vision. Proper expansion of the rest areas, court side, squares, etc. can increase people’s viewing angle, and is also a strategy for improving visibility.
Generally speaking, the shopping area with high accessibility chosen by people is possessed of two features: first, the connection value is the highest between it and other axes, the most areas for passing through, and the longest cut-through space for main moving line; second, when the path accessibility is not even, arrange purpose behavior space such as toilets, cashiers and customer service center in that area, which not only makes areas of high commercial value give way to profitable shops, but also increases the flow of people in areas of inactivity and low accessibility.
Layout for spatial scale and enclosing relation
Spatial scale is the key factor in measuring space experience. After proper planning for space functions and industry scenes of the market fair, attention should be switched to the enclosing relation of market interior space. Within urban commercial market fair, its scale and enclosing relation are mainly manifested as the spatial form of the market fair and the enclosing relation composed of stall scale and public area scale.
Synergetic organization of moving line order
Synergetic organization within the market fair space is similar to that of commercial interior space, both of which are key factors for constituting of users’ behavioral experience. Its design is mainly aimed at the functions of the market fair environment, but the basic accessibility and sense of direction are the same. Due to the flexibility of layout of stalls themselves in part of market fairs, different from the commercial space in fixed shops, the space and moving line within the market fair should be laid out synergistically. The lack of the planning of moving line within the space will cause the confusion of interior recognition and the disorder of space, which is unfavorable for the management of the market fair and customers’ walking experience.
Multi-dimension experience of decorative interface
The design of the interior of the market fair is not limited to the arrangement of the function and form of the market fair. These elements are the basis for carrying out the multi-dimension design of the interior environment of the market fair. The experience-oriented market fair should be the comprehensive market integrating function, form, interface and decoration, and acoustic aura. the multi-dimension design of the market fair environment is the key for the design and optimization of commercial market fair.
The multi-dimension design of the interface and spatial decoration is the most representative factor embodiment. Combined with the positioning, functional industry scenes of the current market fair, and on the basis of meeting the requirements by users within the environment, designers will start from experiencing and continue to carry out the detailing design of interface and decoration.
Space-time creation with spatial theme
Themes are the traditional feature lost in the city in part of current market fairs. The periodic feature of the market fair naturally has a strong correlation with the theme of specific times. But with the development of the era, part of the market fairs pay much attention to the economic function, and neglect the experimental design of their own space.
With the more obvious tendency of personalization and emotionalization in consumer demand, the determination of unique theme is the soul in the experimental design of the market fair space. When designing themes, it is proposed to conduct detailed investigation and analysis to aspects of the geographical location, transport environment, historic and cultural background, resident consumption structure and power of consumption, and the target consumer in the space-located area, and by deleting and innovation and special handling to the part of the most culturally value, make it sublimed into a unique theme titled “City-concentrated Art Gallery”, and make it run through every link in the overall design of the space.
In the new period of urban renewal and transmission of consumption model, market fairs are facing such key issues of separating from urban space, space environment inadaptable to the development tendency of current commercial space, the lack of the comfortableness and experience of the space. Four strategies of creating space environment of commercial market fairs: humanization of spatial scale and enclosing relation; cooperativity of space moving lines and organization; multi-dimension design of space decoration interface; experimental design of space themes. Based on the perspective of experience, and the principle of meeting users’ demand for experience within the space from many aspects, the experimental urban market fair space should be created which can merge into urban space, be possessed of economic benefit, and comply with the development of the trend.
The operation mechanism of city depends on the operation mechanism of the whole society. The transmission of the social operation mechanism drives the renewal of urban trend. Therefore, living in the current era, we can’t carry out a superficial renovation as for the issue of considering the renovation to old underground commercial space. Instead, we must open a whole new version as for the renovation to old underground commercial space from the perspective of urban renewal, synergistic thinking and strategy, reexamining design methods, and start from such elements as functional requisite, traffic pattern, environment & humanity, and commercial operation.
项目信息
Project Information
Project Information
设计面积 | 5660㎡
完工时间 | 2024.1
项目地址 | 云南省昆明市官渡区
项目业主 | 北京世纪金源购物中心管理有限公司
完工时间 | 2024.1
项目地址 | 云南省昆明市官渡区
项目业主 | 北京世纪金源购物中心管理有限公司