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1、上海張園民國商業街海綿城市智慧街區專項古典主義 Classicism新古典主義 neo Classicism裝飾主義 Art Deco中西雜糅風格 mixed StyleZHANGYUAN CULTURE&HISTORY-CURRENT SHIKUMEN BUILDINGS張園文化歷史-現存石庫門住宅張園具有多眾風格的石庫門建筑There are many Shikumen buildings with different styles in Zhangyuan.PAVING STRATEGY鋪裝策略6006001200300750300260 45260260740906006001200中2、廳CENTRAL hallPAVING STRATEGY鋪裝策略茂名北路 MAO MING N ROAD公館東館東廳拱院北廳north hallsouth hallmaNSIONEAST WINGcentral hall南廳中廳西廳西館WEST WINGWEST HALLEAST HALLARCADE COURTYARD 北廳north hall6006001200南廳SOUTH hall260260公館MANSION2602606521090-21090-210茂名北路 MAO MING N ROAD公館東館東廳拱院北廳north hallsouth hallmaNSIONEAST WING3、central hall南廳中廳西廳西館WEST WINGWEST HALLEAST HALLARCADE COURTYARD 260 45東館EAST wING260 45東廳EAST HALL90-21090-2102602601201201105104701306006001200拱院ARCADE COURTYARDPAVING STRATEGY鋪裝策略30075030065210260 45100100440340茂名北路 MAO MING N ROAD公館東館東廳拱院北廳north hallsouth hallmaNSIONEAST WINGcentral hall南廳中廳西廳西館W4、EST WINGWEST HALLEAST HALLARCADE COURTYARD 260 45西館WEST WING西廳WEST HALL300750300440340PAVING STRATEGY鋪裝策略2.52.52.82.52.62.52.42.42.42.32.42.242.24GRADING AND DRAINAGE DESIGN豎向排水設計地下過濾系統樹池雨水凈化可滲水鋪裝雨水收集Underground Sand FilterTree Box FilterPervious PavingRainwater HarvestSUSTAINABLE DESIGN STRATEGY可持續5、設計策略SUSTAINABLE DESIGN STRATEGY可持續設計策略PLANTING DESIGN STRATEGY種植設計策略櫸樹ZELKOVA SERRATA櫸樹ZELKOVA SERRATA楓楊PTEROCARYA STENOPTERA無患子SAPINDUS MUKOROSSI欒樹KOELREUTERIA PANICULATA銀杏GINKGO BILOBA樸樹CELTIS SINENSIS胸徑25公分以上現狀樹ExISTING TREE樸樹CELTIS SINENSIS櫻花PRUNUS SUBHIRTELLAAUTUMNALIS 水杉METASEQUOIA GLYPTOSTROB6、OIDES芭蕉MUSA BASJOOTREE喬木胸徑25公分以上現狀樹Existing TreePLANTING DESIGN STRATEGYTREE種植設計策略喬木地下建筑覆土厚度1.5米Underground cover 1.5 m thickPLANTING DESIGN STRATEGYSHRUb/GROUND COVER種植設計策略灌木/地被灌木/地被Shrub/Ground CoverPLANTING DESIGN STRATEGY種植設計策略SHRUb灌木東瀛珊瑚AUCUBA JAPONICA熊掌木FATSHEDERAL LIZEL映山紅AZALEA INDICA八角金盤AZA7、LEA INDICA美國凌霄CAMPSIS RADICANS常春藤HEDERA NEPALENSIS黃菖蒲IRIS PSEUDACORUS大頭橐吾LIGULARIA JAPONICA蹄葉橐吾LIGULARIA TUSSILAGNEA闊葉山麥冬LIRIOPE MUSCARI南天竹NANDINA DOMESTICA麥冬OPHIOPOGON JAPONICUS矮麥冬OPHIOPOGON JAPONICUS NANA通脫木TETRAPANXA PAPYRIFERA日本珊瑚樹VIBURNUM ODORATISSIMUM AWABUKIPERENNIAL/GRASS多年生花卉/草本紫松果菊ECHINACE8、A PURPUREA宿根福祿考（紫色）PHLOX PANICULATA(PINK)美國薄荷（紫色）MONARDA DIDYMA(PURPLE)柳葉馬鞭草VERBENA BONARIENSIS紅蓼POLYGONUM ORIENTALE姜花HEDYCHIUM CORONARIUM墨西哥鼠尾草SALVIA LEUCANTHA宿根福祿考（白色）PHLOX PANICULATA(WHITE)卡爾富拂子茅CALAMAGROSTIS KARL FOERSTER大吳風草FARFUGIUM JAPONICUM隨意草(紫色）PHYSOSTEGIA VIRGINIANA(PURPLE)總花貓薄荷NEPETA RAC9、EMOSA蔥蓮ZEPHYRANTHES CANDIDA八寶景天SEDUM SPECTABILE鳶尾IRIS TECTORIUM撒爾維亞SALVIA OFFICINALIS叢生福祿考PHLOX SUBULATA(PINK)細葉芒MISCANTHUS SINENSIS GRACILLIUMS PLANTING DESIGN STRATEGYVERTICAL GREEN種植設計策略垂直綠化wATER FEATURE水景專題里弄線性水景LINEAR WATER IN LANES特色水景SPECIAL WATER FEATURE特色水景SPECIAL WATER FEATURE里弄線性水景LINEAR 10、WATER IN LANES趣味互動水景INTERACTIVE WATER趣味互動水景INTERACTIVE WATER多功能水景multi-function WAtER鏡面水池REFLECTION POOL多功能水景multi-function WAtER fEAtuREwATER FEATURE水景專題REFLECTION POOL鏡面水池TOUCHABLE WATER TA-親水桌dROPPINg WATER滴水泉BUBBLINg WATER涌泉dANCINg FOUNTAIN舞動涌泉SOUNd INTERACTIVE FOUN-聲光互動噴泉OUTDOOR FURNITURE SYSTE11、M室外家具系統辦公區特色家具OUTDOOR OFFICE FURNITURE博物館椅MUSEUM BENCH潛在商業外擺區POTENTIAL COMMERCIAL SPILLOUT博物館椅MUSEUM BENCH辦公特色座椅組團OFFICE FURNITURE SETOUTDOOR SIGNAGE SYSTEM室外標識系統入口標識墻ENTRANCE SIGNAGE WALL轉角標識牌CORNER SIGNAGE定位標識牌SIGNAGE MAPENTRy SIGNAGE WALLSIGNAGE MAP CORNER SIGNAGE入口標志墻定位指示牌轉角指示牌LIGHTING SYSTEM室外照12、明系統BOLLARD LIGHTWATER FEATURE LIGHTGROUND LIGHTWALL LIGHTTREE LIGHTSCULPTURE LIGHTPOLE LIGHTLIGHT BELT矮柱燈水景燈嵌地燈墻燈射樹燈雕塑燈立柱燈條帶燈LIGHT INTENSITy LOWLIGHT INTENSITy HIGH高亮度低亮度LIGHTING SYSTEM室外照明系統BOLLARD LIGHTGROUND LIGHTWALL LIGHTTREE LIGHTSCULPTURE LIGHT矮柱燈嵌地燈墻燈射樹燈雕塑燈LIGHT BELT條帶燈LOGO/BRANDING DESGIN區域13、logo/BRAnding設計LOGO/BRANDING DESGINFONTFONT區域logo/BRAnding設計中文字體_造字工坊 朗宋英文字體_造字工坊 朗宋張園ABCdEFgHIjkLmNOPqRSTUVWxyz張園abcdefghijklmnopqrstuvwxyz張園LOGO STANDARD COLORC 76 M 6 y 62 k 1C 56 M 0 y 41 k 0C 4 M 4 y 7 k 0C 2 M 38 y 23 k 0C 5 M 49 y 37 k 0C 0 M 0 y 0 k 100C 55 M 51 y 47 k 15LOGO標準色LOGO BACkUP C14、OLORLOGO備用色LOGO BACkGROUND COLORLOGO輔助色LOGO/BRANDING DESGIN區域logo/BRAnding設計LOGO/BRANDING DESGIN區域logo/BRAnding設計與時俱進的策劃運營及管理,引領張園進入新方向策劃運營NEw METHOD OF ADMINSTRATION AND PROGRAM FOR LEADING LIANHUA MOUNTAIN PARk TO THE FUTURE.ADMINISTRATIONPROGRAMOPERATION STRATEGY運營和管理張園品牌思維公眾參與及企業合作街區4.0/智能化The B15、randing of Zhang YuanPublic Participation&Corparate DonationPark 4.0 Version&IntelligentializeOPERATION STRATEGY三大管理策略OPERATION STRATEGYSPIRITSOCIETYPERCEPTIONFUNCTION1.張園的品牌思維精神維度社會維度心理維度功能維度精神維度也叫品牌精神，良好的品牌精神，可以在一定程度上提升品牌美譽度和忠誠度，從而提升用戶體驗。SWA將以張園的人文歷史，石庫門里弄空間及城市公共空間提供從景觀設計與功能策劃去展現”張園：思潮博物館“這獨一無二，不可16、復制的海派文化IP社會維度是看你所處的環境和你周圍的人對這個品牌的認可，也就是我們所說的志同道合者志趣相投。好的品牌認可不僅能帶給我們積極的情緒，比如愉快、輕松、或者學到知識時的滿足感，還能在一定程度上，帶給我們一種歸屬感。最終的結果就是，社群的形成。心理維度是個體對于這個產品的認同度。產品是否可以表現個體的獨特性和反映個體的需求，張園是引領時代思想與生活的先驅。是“時尚中的時尚，上海中的上海“。在思想潮流與石庫門環境融合下張園將會是獨一無二，不可復制的海派文化目的地。從這一點出發來打造它的品牌標簽是策略的重點功能維度其實展現的是產品的功能性，產品是一切的根基，對于張園來說，它優秀的建筑質量和17、豐富的歷史就是它最好的品牌基礎。SWA will use the human history of Zhang yuan,the Shikumen alley space and urban pub-lic space to provide landscape design and functional planning to present the unique and unrepeatable cultural IP of“Zhang yuan:Museum of The Mind”.A good brand recognition not only brings us positive 18、emotions,such as happiness,re-laxation,or satisfaction when we learn something,but also,to a certain extent,a sense of belonging.The end result is the formation of a community.Zhang yuan is the pioneer of the era of thought and life.It is“the fashion of fashion,the Shanghai of Shanghai”.With the fus19、ion of trendy ideas and Shikumen environment,Zhang yuan will be a unique and unrepeatable cultural destination of the sea.From this point of view to create its brand label is the focus of the strategyThe functional dimension actually shows the functionality of the product,and the prod-uct is the fou20、ndation of everything.For Zhang yuan,its excellent architectural quality and rich history is its best brand foundation.傳統街區:Traditional Community線性運作機制；Linear workingflow效率低；Low Effciency維護代價高；High Maintainance應變性弱；Low Resiliency云街區:Cloud Community多向反饋機制；Circular working Flow高效節能；Higt Effciency智能平衡;21、Smart and balance靈活應變；High Resiliency管理者MANAGER場地SITE終端數據DATA INPUT管理者MANAGER場地SITEOPERATION STRATEGY2.“云”街區終端數據DATA INPUT云端數據CLOUD DATA大數據可視化DATA VIZ管理者MANAGER下達決策OPERATION系統優化SYSTEM UPDATE場地SITE智慧設施COMPONENT流量/頻率VOLUMEFREQUENCY可達性ACCESSbILITY居民健康HEALTH水wATER節能環保ENERGY安全性SAFETY運營OPERATION&MAINTENAN22、CE在地性COMMUNITY FIT應變性RESILIENCEOPERATION STRATEGYCORE VALUE2.“云”街區核心三要素這個水景連通的是落水管么？What a smart water fountain!終端數據DATA INPUT損耗情況預測智能監測水質大數據可視化DATA VIZ管理者MANAGER系統優化SYSTEM UPDATE場地SITE能源燈/直飲水/智能垃圾分類/自動澆灌系統.啟用臨時供能增加高頻使用區域維修自動更換老化設備使用頻次使用量/上限USAGE雨水收集系統Rainwater Collection雨水凈化系統Rainwater Purification23、雨水冷卻裝置Cooling SystemOPERATION STRATEGY2.“云”街區終端數據DATA INPUT事故高發區預測事故高發時間段預測手環使用情況聯動基礎設施增強危險區照明人員巡邏增派熱力/流量地圖HEAT MAP管理者MANAGER系統優化SYSTEM UPDATE場地SITE搭載光敏傳感器邊緣路段夜光涂裝緊急報警按鈕智能手環租借各時段照明相對亮度LIGHT INTENSITY哇全息投影的廣告還是第一次見到This AR advertisement is amaz-ing!實時監測Real-time Monitoring壓力傳感器鋪裝Sensor Input Pavement24、智能照明系統Smart Lighting Sys-temOPERATION STRATEGY2.“云”街區新年快樂！Happy New year!終端數據DATA INPUT人群預測活動參與推薦人流控制人工智能分析AI ANALYSIS管理者MANAGER系統優化SYSTEM UPDATE場地SITE實時人群監測線上展示平臺二維碼生成分時期參與活動線上活動宣傳公眾號策劃日期選擇歷史數據線上宣傳MARKETING人流監控平臺Crowd Monitoring線上平臺Online App&PlatformOPERATION STRATEGY2.“云”街區OPERATION STRATEGY3.公眾參25、與與企業合作積極尋找與藝術基金會的合作，開展雙年展，藝術家展演，公眾教育類項目等，品牌影響力和公益教育雙管齊下Looking for partnership with arts foundation,to open up op-portunities in biennale,artist exhibition and public education programs張園ZHANG YUAN博物館座凳可由藝術基金會定制，并刻字紀念,共同詮釋“思潮博物館”eNGRAVeD MuSeuM BeNCh wIll COOPeRATe wTIh ART-IST fOuNDATIONOPERATION S26、TRATEGY3.公眾參與與企業合作拆除的鋪裝和部分建筑的磚塊可向公眾征集手摸,由管理方提供CNC設備掃描手型、切割磚塊。Collect hands from public,and the new visitor center could provide equipmentfor making such brick in the memorial wall.入口局部手型磚塊嵌入格柵 組成紀念壁，展示眾人的手，詮釋公民精神。The memorial wall is consisted of bricks with hand shape,showing the civic spirit by lots of different hands.OPERATION STRATEGY3.公眾參與與企業合作