Nestled within the picturesque Liangzhu Cultural Village in the Yuhang District of Hangzhou, a unique and artistic commercial complex has emerged as a tranquil haven for micro-vacationers. Aptly named “Bir Land,” this project, spanning an impressive 68,934 square meters, stands as the final piece of the commercial puzzle in this vibrant community. Bir Land not only caters to the daily consumption needs of the locals but also serves as an artistic destination with its own distinct character, attracting visitors from the Yangtze River Delta region.
Designed by a consortium of visionary companies and architects, Bir Land is a microcosm of the Liangzhu lifestyle, serving as a stage for community interaction, a platform for branding, and a habitat where spiritual ideals coexist harmoniously with a relaxed way of life.
The Atmosphere of Micro Vacation Commercial Scene:
Fun Connection, the creative force behind Bir Land’s commercial scene design, has utilized a diverse range of design techniques to infuse vibrancy into the complex, gradually bringing a commercial buzz to the suburban vacation setting at different levels.
The exterior areas have been meticulously designed to cater to various business formats, ensuring a seamless blend of furniture, arrangement styles, materials, and colors. The integration of outdoor seating into the overall plan blurs the line between nature and the man-made environment, offering ample opportunities for people to connect with nature in a leisurely atmosphere.
As night descends upon Bir Land, the enchanting “birds” perched on trees come to life, illuminating the surroundings with their graceful glow. The warm and coordinated lighting throughout the complex adds a lively ambiance to the nighttime experience.
The “Conductor” Behind the Non-Standard Business:
Bir Land is home to nearly a hundred unique brands, each contributing to the distinctive character of this commercial project through non-standard customization. These brands cover a wide array of formats, from invoking nostalgic memories to fostering social interactions, offering artistic experiences, and enhancing the high-quality lifestyle of visitors.
Fun Connection plays the role of an invisible hand, orchestrating and coordinating the facade designs of these different brands within Bir Land. Every aspect, from typography design to materials, colors, installations, lighting, and even suggestions for indoor and outdoor furnishing, has been meticulously managed, creating a seamless fusion of nature and art in the daily life of Liangzhu.
Branded Spatial Visual Presentation:
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, the logo forms an abstract representation of the “Jade Bird.” This emblematic logo has been incorporated into signage, urban furniture, and atmospheric ornaments throughout the complex, reinforcing the core identity of Bir Land.
Furthermore, the logo serves as the creative theme for the plaza and park in the core area, shaping significant symbols that resonate with the local community. Fun Connection extends the logo’s visual language, transforming it into gradient 3D forms or utilizing color blocks to create diverse visual styles for different areas, seasons, and mediums.
In Bir Land, the integration of grand artistic and cultural elements into everyday visual symbols blurs the lines between architecture, landscapes, spaces, visuals, installations, and lighting, making each element an expressive medium and an integral part of the brand. With its enchanting natural scenery and calming atmosphere, Bir Land offers a rejuvenating experience for those seeking respite from the stresses of modern life.
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.