温州印象城MEGA | Benoy

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Benoy自2017年起，受委托为温州市中央绿轴沿线8个地块进行了总体规划，并以此为契机，在2018年又赢得国际竞赛，为其中D29、D31地块即印象城MEGA项目提供了建筑和室内设计服务。经过四年倾力打造，在万众期待下，于2021年11月盛大开业

In 2017, Benoy was commissioned to lead the masterplan for eight plots along the Central Green Axis of Wenzhou city. Presented with the opportunity, Benoy provided architectural and interior design services for the D29 and D31 plots, known as the Wenzhou InCity MEGA project. Benoy’s conceptual design stood out among the other proposals and as a result, won an international competition in 2018. After four years in the making, the greatly anticipated project launched its grand opening in November 2021.

这座体量超25万方的商业综合体对于整个浙南片区和印力集团而言，代表印力在商业地产领域内最高水准的「印象城MEGA」。Benoy和印力团队通力合作，匠心打造，将所有的可能性转变成现实，最终呈现了这一“明星作品”。

The 250,000 m2 commercial complex represents the pinnacle of SCP Group (SCPG)’s Wenzhou InCity MEGA brand in the field of commercial real estate for the entire southern Zhejiang area and SCPG. Benoy and SCPG teams worked together to create a vision that turned all possibilities into reality and which in turn led to the presentation of this masterwork.

温州印象城MEGA引入包含轻奢、潮牌、运动等类别的优质品牌组合。共入驻320+门店，其中60%为首店，数量超180+；整体入驻品牌覆盖高化、零售、餐饮、社交、亲子、娱乐、教育等主流业态，引入包含轻奢、潮牌、运动等类别的优质品牌组合。

Redefining what it means to create a ‘luxury’ customer experience, Wenzhou InCity MEGA hosted a line-up of high-quality brands that includes affordable luxury, fashion brands, sports and other categories. The complex attracted over 320 stores, of which over 180 are first stores, accounting for 60% of the total occupancy. The overall brand presence covers a portfolio of mainstream business formats representing high-tech, retail, catering, social networking, family, entertainment and education.

作为温州城市中心新名片，项目致力于构建一个「绿轴」之上的国际化城市生活枢纽，打造集一个由生活体验中心、社交商务平台、城市亲子乐园、都市绿轴名片、人文艺术地标等多方面组合的国际化生活圈，让世界再次看见全新的温州。

As a new calling card of Wenzhou city, the project is committed to giving the world a whole new impression of Wenzhou —through building an international hub of urban life on the Green Axis and creating a multi-faceted international meeting place that simultaneously acts as a life experience centre. The site will be rolling out a new concept of the social business platform, urban family paradise, urban Green Axis focal point and a landmark for arts and humanities.

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温州印象城MEGA项目坐落于温州鹿城区中轴线——中央绿轴板块，位于温州市鹿城区市府路与锦江路十字路口西南侧。中央绿轴是近年温州市主打的集政务、文化、居住、教育、休闲娱乐于一体的热点建设板块。

The Wenzhou InCity MEGA project is located on the central axis of Lucheng District, the Central Green Axis of the city. It is positioned southwest of the Municipal Road intersection and Jinjiang Road in Lucheng District, Wenzhou. In recent years, the Central Green Axis has become a hive of construction activity in Wenzhou, bringing together government administration, culture, housing, education, leisure and entertainment.

整个温州印象城MEGA项目约25万方，分为购物中心和商业街部分，均位于中央绿轴的东侧。购物中心形态方正，处于端头；24H滨水漫步街区以及优质景观办公形态狭长，沿绿轴公园展开。色彩上橙红色的景观阶梯如绸带般地交织其中，将街区和购物中心自然串联，写意且不失活力，映衬着彼岸的中央绿洲相得益彰。

The Wenzhou InCity MEGA project is divided into a shopping mall and commercial streets, both located on the east side of the Central Green Axis. The shopping mall is square-shaped and is located at the far end; the 24-hour waterfront promenade and premium landscaped office blocks are long and narrow, spreading along the Green Axis park. The orange-red landscaping stairs intertwine one another like ribbons, linking the streets and shopping mall in a natural flow. Its form is minimalist yet dynamic, complementing with a central oasis on the other side.

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每个城市都有着自己特有的气质和形态。温州，素有“东南山水甲天下”之美誉，境内名山秀水众多，风光旖旎。登山的“旅程”为印象城MEGA的设计提供了灵感，我们希望将多层次的体验、探索感和令人惊叹的视觉全景融入我们的设计中，给访问者一种探索和冒险的感觉。

Each city has its unique character and form. Wenzhou has long been regarded as an area of outstanding natural beauty and home to some of China’s most impressive mountains and rivers. Taking inspirations from the mountain hiking journey, we looked into create a multi-layered experience, incorporating a sense of exploration and impressive panoramic views into our design to give visitors a real sense of adventure.

根据温州特有的人口分析，本项目在设计中将主打客群之一瞄准为成长中的新一代温州人。他们大多具有海外背景，对精品及奢侈品有喜好和品味，更倾向品质型空间，喜欢餐饮及聚会等社交空间。而设计，也必须对新一代城市消费习惯与空间使用的要求予以回应。因此，设计中对“复合与创新功能“的诉求与对于城市空间公共性的强调，是整个项目在建筑尺度上表达的重点。

Based on an analysis of Wenzhou’s unique demography, the project is designed to target the growing new generation as the main customer base. Most of the people have an overseas exposure, the client wanted to create boutique spaces for luxury goods and a spatial experience for dining and socialising. The design must therefore respond to this new generation’s urban consumption habits and use of spaces. Hence, the pursuit of “composite and innovative functions” in design planning and the emphasis on the public nature of urban spaces are the key architectural points expressed in the entire project.

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整个项目的设计希望成为一个能够延伸外部公共空间的建筑。不仅在地面层，并在二、三层与地下空间进行连接，模糊边界，形成“立体城市空间”。从而清晰化与物理化城市的新表情，并形成与其他城市空间的差异。

The design of the whole project is intended to become an iconic structure that can capture even from exterior public spaces. From the first floor, between the underground spaces and through the second and third floors, the structure is interconnected to blur the boundaries, forming a “three-dimensional urban space”. This offers a fresh interpretation of the urban experience of a mall and differentiating it from other urban spaces.

面向城市的商场部分，在沿城市道路的界面上对大主力店功能体块进行堆叠穿插处理，在整体体量满足和城市对话的城市尺度前提下，也增加小主力店和小体量的镶嵌。

On the city-facing side of the mall, large main stores are stacked and interposed in functional blocks along the road. Small anchor stores and small-volume inlays are also added to the overall structure that matches and interacts with the city.

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同时，建筑动线扩展形成了商业内庭院。围绕内庭院，在各层提供商业外摆区。在地块面水的区域，将立面打碎。提供更近人尺度的平台。增加人看人的可能性，让临绿轴的空间更加地积极，进而最大化商业空间的粘度。

Simultaneously, the building’s traffic flow is spread out to form a commercial inner courtyard. Surrounding the inner courtyard are open-air commercial areas on each floor. The water-facing side of the plot breaks the façade and provides a human-scale platform. This space maximises the attractiveness of the commercial space by creating opportunities for people-watching and social engagement around the Green Axis.

面向水岸的建筑界面，考虑增加丰富度，增加可达性，创造更多有趣的可以穿梭其中的人行空间。将一、二层空间打通使其连接城市外围广场，解决聚客和落客功能，在三层以上整体连接，创造多首层。并在三层以上做退台，形成绿化景观及商业外摆，以便增强消费体验。

The building’s waterfront was designed to increase the richness and accessibility of the site, creating a pedestrian-friendly utopia. The first and second floor spaces are opened up to connect to the city’s outer square, which allows ease for passengers to gather or drop off. From the third floor upwards, the spaces are all connected, creating “multiple first floors”. Floor spaces from the third floor upwards are set back to open up to a green vista and outdoor commercial areas, which serve to create an unforgettable discovery experience for visitors.

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面向水岸的街区与商场的临水界面，共同成为了绿轴公园一个向上的延伸，也更好地契合了新一代温州人对空间公开性与品质感上的诉求。最终成为了一个结合水，景观，现代商业与办公相结合的范本，为这座活力城市的新兴空间提供了一个积极的解决方案。

The waterfront-facing street and the shopping mall’s waterfront interface are integrated to form a raised extension of the Green Axis Park, to create a sense of space and openness for the new generation of Wenzhou. The result is a model that blends the water, landscaping, modern commerce and office space into one surface and offers a sensory welcome to this vibrant city.

自开业以来，整个滨水街区随着游玩场景与艺术装置的置入被更好地激活，逐渐成为了温州当地集商业、景色、活动等于一体的休闲场所，为越来越多的当地人提供了更完整的游玩购物体验。

Since its opening, the entire waterfront district has been brought to life by activities and art and has gradually become a local leisure place in Wenzhou by integrating businesses, scenery and events, into a one-stop shopping experience for visitors.

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在室内设计的思考上也延续了建筑的设计语言和脉络，特别在购物中心部分，室内设计同时希望打破和释放原有方形中庭，在一定的结构限制范围内，运用对高层区域方形边缘线条的梳理和弧线化。使得楼上层的曲线中庭空间和楼下层的方形中庭空间产生造型上和感官上的对比，让身处其中的人们可以同时享受到两种迥然不同的空间体验。这种设计手法，既增加了设计趣味性又提升了空间之间的区域感。

In the conception of the interior design, the design language and context of the building are kept intact. Especially in the shopping mall, the interior design is envisioned to break up and release the original square atrium. Within certain structural limits, the use of combing and arcing in the square edge lines are used in the high-rise area. This create a sculptural and sensory contrast between the curved atrium space on the upper floor and the square atrium space on the lower floor so that people in these spaces can enjoy two different spatial experiences concurrently. This design method increases the fun aspect of the design and enhances the sense of area between the spaces.

Benoy非常荣幸和印力集团一同合作将温州印象城MEGA落地成真，并希望能够为那些拥有国际化消费视野和雄厚经济实力的温州消费者，缔造一个“绿轴”之上的国际化城市生活枢纽，重塑温州商业新格局，为中央绿轴板块的美好生活赋予新活力。

Benoy is very honoured to have cooperated with SCPG to realise Wenzhou InCity MEGA’s vision into a reality. We hope to create an international hub of urban life on the “Green Axis” for Wenzhou consumers with a strong preference for global brands and spending power. Wenzhou InCity MEGA is set to reshape the city’s business landscape and giving new vitality and liveability to the Central Green Axis sector.