一切事物的生成和存在都有原因，只有在以某種有價值的東西作為目的時，事物才有價值。

Only when something of value to make the purpose of their lives have value.

Position | 項目地理位置

地點：廣州琶洲

面積：329㎡

內(nèi)容：2023廣州設(shè)計周恒潔HEGII展廳

展覽時長：4天

Location: Pazhou, GuangzhouSite

Area: 329㎡

Content: 2023 Guangzhou Design Week HEGII

Exhibition Duration: 4 days

▽ 橫屏查看大圖

△ 恒潔展廳視頻展示

策略回溯

Strategy Backtracking

恒潔衛(wèi)浴HEGII創(chuàng)立于1998年，擁有覆蓋全品類的衛(wèi)浴產(chǎn)品。恒潔品牌使命“專注品質(zhì)，持續(xù)創(chuàng)新，倡導(dǎo)環(huán)保，致力于通過產(chǎn)品和服務(wù)，創(chuàng)造品質(zhì)美好生活”。

HEGII was founded in 1998 and has a full range of sanitary ware products . HEGII brand mission: "Focus on quality, continuous innovation, advocate en vironmental protection, committed to creating a better quality of life through products and services".

在2023年，恒潔品牌形象全面升級，全新的品牌主張“選品質(zhì)就是選生活”，意味著恒潔要與消費群體加深場景體驗，建立價值與情感共鳴，將品質(zhì)融入消費者的生活體驗。

In 2023, the brand image of HEGII will be upgraded, and the new brand slogan "Choosing quality is choosing life" means that HEGII will deepen the scene experience with the consumer group, establish the value and emotional resonance, and integrate the quality into the consumer's life experience.

在本次2023的廣州設(shè)計周展廳概念上，湯物臣提出強化【H】品牌超級符號，名之【H-SPACE】。

On the concept of the exhibition of Guangzhou DesignWeek in 2023, INS proposes to strengthen the brand super-symbol, named [H-SPACE].

以恒潔衛(wèi)浴產(chǎn)品的場景體驗為基點，以自然醞化而出的傳統(tǒng)文化為線索，在對大自然敬畏下回歸原始去呈現(xiàn)產(chǎn)品的質(zhì)感語境；將行為參與空間產(chǎn)生偶然的必然性事件，從而激發(fā)觀展人的探索意愿。

Taking the scene experience of HEGII 's products as the starting point, and traditional culture as the clue,the art of presenting the products returns to the primitive under the fear of na- ture, thus stimulating the visitors' desire to explore.

在與品牌方探討策略定位的前期，湯物臣團隊去了恒潔的工廠基地考察。恒潔的四個環(huán)保理念：熱能回收，廢料回收，廢水處理，綠色能源模型（太陽能），細(xì)節(jié)上處處充滿了對大自然的敬畏，正如恒潔的品牌理念——希望能引領(lǐng)行業(yè)綠色生產(chǎn)。

Before exploring the strategic po- sitioning with HEGII, the INS team visited HEGII's factory . HEGII's four environmental protection concepts: heat recycling,waste recycling, waste- water treatment, and green energy modeling (solar energy) are full of reverence for nature in every detail. HEGII hope to lead the industry in green production.

立天道曰陰陽，

立地道曰柔剛，

立人道曰仁義。

--《易經(jīng)》

中國文化的內(nèi)涵幾乎都與自然相關(guān)，從儒家思想的“仁者以天地萬物為一體”，再到寄情于山水的“飛流直下三千尺”的唐宋詩詞。天道包容，滋養(yǎng)萬物，此間流傳千百年的文化傳承，強調(diào)自然價值自足，本身即是目的。

Almost all of Chinese culture is re- lated to nature.The cultural heritage passed down for thousands of years emphasizes the self-sufficiency of natural values, which is an end in itself.

在這個層面上，我們希望更多的表達品牌方所堅持的：敬畏自然，行有所止的的環(huán)保理念，這正恰恰是恒潔與其他品牌最大的差異化。

At this level, we hope to express the brand's insistence on respecting nature and environmental protection, which is precisely the biggest differentiation between HEGII and other brands.

沖突與和諧

Conflict and Harmony

「光與暗」 「方與圓」 「銳與鈍」 「動與靜」都體現(xiàn)出不同形式的力量與美；一剛一柔，一輕一重，一拙一巧在空間中形成了鮮明的對比。不同建筑形態(tài)相得益彰，促成了建筑構(gòu)件邏輯層面的統(tǒng)一性和貫一性。而“將復(fù)雜的結(jié)構(gòu)簡單化”是本次H-SPACE設(shè)計過程中，整合所有技術(shù)邏輯和文脈意境關(guān)系的核心法則。

"Light and darkness, square and circle, sharp and blunt, motion and stillness" all embody different forms of power and beauty; and "simplifying the complex structure" is the core principle that integrates all the technical logic and contextual re- lationship in the design process of H-SPACE.

正如赫拉克利特認(rèn)為：在對立與沖突的背后有某種程度的和諧，而協(xié)調(diào)本身并不是引人注目的，沖突使世界充滿生氣。究其本質(zhì)，自然的生命律動，是從對立到?jīng)_突，再到和諧從而共生的美妙悖論。

As Heraclitus siad: Behind the opposition and conflict there is a certain degree of harmony, which is not in itself compelling, and conflict enlivens the world.

地生養(yǎng)萬物，地之則也。

地不易其則，故萬物生焉。

--《管子?形勢解》

立足于自然，自是不辜負(fù)良辰美景，我們自傳統(tǒng)文化，自山海獲取無窮的自然符號，得以立體化呈現(xiàn)在整體建筑的方方面面?？臻g以白色作為基底，元素的甄選精益求精；點點綠蔭，光影所至，瞬間點燃這一空間片段，生出古雅之意。

We follow the traditional culture and take inspiration from nature, which is then visualized in every aspect of the building. The space is based on white color, and the selection of elements is perfect;green plants form the shade, instantly igniting the space.

極致產(chǎn)品化

Extreme Productization

在確定了品牌策略定位后，我們拋開傳統(tǒng)的形式主義，提出【極致產(chǎn)品化】的概念，重新定義展示產(chǎn)品的表達方式，消弭思維的界限，用藝術(shù)的手法拋磚引玉，用10%的產(chǎn)品語境表達100%的生活方式，傳達不一樣的質(zhì)感與美學(xué)理念。

After determining the strategic po- sitioning of the brand, we put forward the concept of "Extreme Productization" to redefine the expression of the display products, using 10% of the product context to express 100% of the lifestyle, and conveying different textures and aesthetic concepts.

01

從零到一

FROM ZERO TO ONE

正如管子所言：大地是人的來處，亦是歸處。我們從恒潔產(chǎn)品的11種原材料中采擷靈感，將原始的詩意，書寫在空間入口處的位置，從“零“開始，逐步探索極致。

We took inspiration from the 11 types of raw materials used in HEGII's products and placed the original ma- terials at the entrance of the space, starting from "zero" and gradually exploring the ultimate.

02 蒲公英花灑

DANDELION SPRINKLES

蒲公英代表著干凈，簡單而純粹，卻又帶著自由的圣潔凈化的力量。采用黑白灰三色的花灑通過金屬構(gòu)件連接組成蒲公英的形式，將時光的流彩細(xì)細(xì)打磨，喚醒人們深埋心底的詩與遠(yuǎn)方。

Dandelion represents cleanliness, simplicity and purity, but with the power of freedom and purification. The black, white and gray sprinkles are connected by metal components to form the dandelion.

自入口繼續(xù)往內(nèi)走去，便是H-SPACE靈感站；空間界面融合連續(xù)，以簡馭繁，純凈自足；舒愜的氛圍中，來者自由游走，而坐品咖，凝視這抹綠意的生命感，保留生活的原生感，激發(fā)和鏈接自由向上的自然力量，營造更立體的感官共鳴。

Continuing from the entrance, you will find the H-SPACE Inspiration Station; the spatial interface is integrated and continuous; in the cozy atmosphere, visitors are free to roam around, sit down to enjoy a cup of coffee, and feel the sense of life of the greenery, which stimulates and links up the natural power of freedom and upward mobility.

03

水廠模型

WATERWORKS MODEL

將熱能回收、廢水處理、廢料回收和太陽能，通過微型模型復(fù)刻，或直接或間接的傳達品牌方可持續(xù)發(fā)展理念，逐步引發(fā)觀展人對于品質(zhì)/環(huán)保/生活的多方面思考。

Heat recovery, wastewater treatment, waste recycling and solar energy are reproduced in miniature. It conveys the brand's concept of sustainable development, and gradually triggers visitors to think about quality, en- vironmental protection, and life in various aspects.

機械制造生產(chǎn)廢水在電鍍過程中會排出危害環(huán)境和人類的含有銅、氰、鎳、鋅、鉻等重金屬元素，而恒潔在廢水處理中特別過濾重金屬，實現(xiàn)排放出的廢水可再利用于生態(tài)環(huán)境；在水廠模型中也展示4個重金屬模塊，內(nèi)部材質(zhì)分配為：仿焦銅（Cr）、氰(Cu)、鎳(Cn)、鉻(Ni)重金屬顏色，加深傳達恒潔品牌的環(huán)保堅持。

Mechanical production wastewater in the electroplating process will dis- charge heavy metal elements contain- ing:cr, cu, cn, ni, etc. which are hazardous to the environment and human beings. HEGII will specially filter heavy metals in the wastewater treatment. The four heavy metal modules on display are assigned with the internal materials: (Cr), (Cu), (Cn), (Ni) to deeply convey the environmental protection persistence of Hengjie brand.

萬物皆有裂縫，那是光照進來的地方。

There is a Crack in Everything, That's How the Light Gets in.

中華傳統(tǒng)的天文觀測儀器日晷（guǐ）通常由銅制的指針和石制的圓盤組成，利用太陽投射的影子來測定時刻。我們自日晷中提取設(shè)計符號，利用“圓”的概念作為H-SPACE的核心設(shè)計元素；“圓”是最柔和的形狀，是萬物與自然周而復(fù)始的象征，沉浸其中不免感受被建筑溫柔包裹。

A traditional Chinese astronomical instrument, the sundial is usually composed of a brass pointer and a stone disk, and uses the shadow cast by the sun to determine the time. We extracted the design symbols from the sundial and used the concept of "circle" as the core design element of H-SPACE.

04

時間長廊

CORRIDOR OF TIME

用恒潔核心產(chǎn)品智能馬桶的一鍵旋鈕，以時間串聯(lián)起的流動線，點與點之間的旋鈕，也在輕訴著各自歷經(jīng)過的故事與輝煌。

With the one-touch button of HEGII's core product. the flow line linked by time, and the buttons between the dots tell the story and splendor of their respective experiences.

05

超級光影

HULTRA H LIGHT AND SHADOW

陽光是萬物生長的來源，空間的生命力也是在光影移動間得到演繹；將光影可視化，空間頂上排列有秩的品牌符號H；光投射下流動的H倒影，猶如圣潔的光沐浴著波動的情緒，承載一種直接的溫暖，也體悟一種恒久的寓意。

Sunlight is the source of growth for everything. Visualizing light and shadow, the brand symbol H is ar- ranged on the top of the space; the reflection of H under the light is like a holy light.

空間頂上間隙將光影切割，將建筑的空間轉(zhuǎn)譯成連接神性的精神空間，延續(xù)了東方空間的神秘性與含蓄性。正是與提取的日晷的設(shè)計元素相輔相成，以圓為盤，以"H"為針，于有限中衍生出無限可能。

Through the brand symbol H arranged in an orderly manner on the top of the space, the staggered gaps cut through the light and shadow. It complements the design elements of the extracted sundial, using the circle as a disk and the H as a needle, creating infinite possibilities out of the finite.

06

時間漏刻

TIME WATER CLOCK

應(yīng)用瀑布式龍頭通過高低錯落的層次感呈現(xiàn)出中國古代計時儀器漏刻，潺潺湲湲的水流仿佛在訴說著東方傳統(tǒng)的歷史，此處的到訪者化身為歷史的筆，記錄定格的當(dāng)下與變化的未來。

The application of waterfall faucet presents the leakage of the ancient Chinese timepiece through the sense of hierarchy, and the slow flow of water seems to tell the history of the Oriental tradition.

跟隨著東方傳統(tǒng)韻味的時間漏刻，穿越到未來主義的現(xiàn)代實驗室；仿佛置身時光機器，讓感官沖突得到進一步的滿足。

Following the traditional oriental flavor of the time lapse, traveling to the futuristic modern laboratory; as if in a time machine, to further satisfy the conflict of the senses.

07

未來實驗室

FUTURE LABORATORY

在科技與生活，東方與西方的多維度理念沖突下，將王牌產(chǎn)品R9一一拆解，包括胚料與釉面實驗品展示，流水山莊模型與R9零配件模型，機械臂，遙控器+一鍵旋鈕，以及R9心臟裝置；各種零配件或整齊的散落在墻面上，或有序的排列在實驗臺，一種用意識無法描述的科幻美感于此誕生。

Under the conflict between the con- cepts of technology and life, the brand's product R9 is disassembled one by one, including the embryo material, R9 heart device, robot arm, glaze and other spare parts scattered on the cabinet.

從開放對外，展示恒潔自然生活質(zhì)量基調(diào)空間；到回歸自我，向心的圣潔靜謐；到未來探索，遇見恒潔超前技術(shù)的實驗室空間。

Architecture is like the laws of nature; finding balance and creation in diversity, distinction and conflict. Interpretation of architectural space, expression of life stories.

視覺上的通達，生成了一二層空間的互語關(guān)系；錯景的層次，光影的造訪，給足了體驗的極限拉扯，和余味悠長的留白想象。

The visual access generates the interlocutionary relationship between the first and second floors of the space; the staggered layers of the landscape, the visit of light and shadow give enough white space for imagination.

移步，登階，旋梯旁嵌柔性燈點，通往二層區(qū)域漸次抬高，故事繼續(xù)。

As you move up the stairs, the spiral staircase is illuminated with flexible lights. Gradual elevation of the area leading to the second floor.

抵達出口，人影聲語和感溫隨著光影逐漸彌散，這趟奇趣旅程卻未完待續(xù)，心與心的交匯語碰撞再次發(fā)生，帶著探索繼續(xù)遇見生活的質(zhì)美。

Arriving at the exit, people, voices and sensations fade away, but the journey is not finished yet, the heart-to-heart language collision occurs again, and the exploration continues to meet the beauty of life.

△ 一層平面圖 Plan

△ 二層平面圖 Plan

大消費時代下，中國的品牌方愈來愈重視空間美學(xué)的表達，藝術(shù)美學(xué)也同時是品牌社交媒體戰(zhàn)略的重要組成部分；如何用設(shè)計為品牌賦能，【H-SPACE】正是一次展現(xiàn)品牌力創(chuàng)新的有益探索。

In the era of mass consumption, Chinese brands are paying more and more attention to the expression of spatial aesthetics, and artistic aes- thetics is also an important part of a brand's social media strategy; how to empower a brand with design, [H-SPACE] is a useful exploration of the innovation of branding power.

△ 圖表數(shù)據(jù)來源于家創(chuàng)NEWS《設(shè)計師調(diào)研報告》

在本次2023廣州設(shè)計周總參觀人數(shù)：達40萬+人次。

The total number of visitors in this 2023 Guangzhou Design Week: 400,000+ visitors.

△ 圖表數(shù)據(jù)來源于家創(chuàng)NEWS《設(shè)計師調(diào)研報告》

回顧本屆廣州設(shè)計周中恒潔H-SPACE的成績，恒潔以78.31%成為認(rèn)可度最高的衛(wèi)浴品牌，遙遙領(lǐng)先第二名。同時，在本次設(shè)計師調(diào)研中，恒潔（75.06%）也成為受訪設(shè)計師心目中國內(nèi)衛(wèi)浴品牌好感度最高的品牌。

Looking back at the results of HEGII H-SPACE in this year's Guangzhou Design Week, HEGII became the most recognized sanitary ware brand with 78.31%, far ahead of the second place. At the same time, HEGII (75.06%) also became the brand with the highest brand favoritism in China in the surveyed designers' minds。

△ 圖表數(shù)據(jù)來源于家創(chuàng)NEWS《設(shè)計師調(diào)研報告》

另外，在設(shè)計師與品牌聯(lián)名的展廳中，謝英凱 x 恒潔衛(wèi)浴打造的H-SPACE主題館在本屆廣州設(shè)計周上表現(xiàn)出彩，備受設(shè)計師青睞，亦成為中國設(shè)計師聯(lián)名品牌中呼聲最高的品牌。

In addition, among the exhibition halls co-branded by designers, the H-SPACE hall created by Thomas Tse x HEGII was outstanding in this year's Guangzhou Design Week, which was highly favored by designers and became the most popular co-branded brand among Chinese designers.

△ 人民日報刊登【H-SPACE】

▲現(xiàn)場搭建過程

未完待續(xù) To Be Continued
INFO

H-SAPCE

項目名稱：廣州設(shè)計周恒潔HEGII展廳

項目地址：廣東廣州

項目類型：展覽陳設(shè)

項目面積：329㎡

設(shè)計時間：2023年9月

完成時間：2023年12月

設(shè)計單位：湯物臣?肯文創(chuàng)意集團

設(shè)計總監(jiān)：謝英凱 Thomas

空間設(shè)計師：王詩欣 Ashe / 湯澤凡Cade

配合設(shè)計師：王彩蝶 Basic / 方韻聰 Kit

效果圖設(shè)計師：朱麗 Juliet

項目統(tǒng)籌：鄺安潼 Lala Kwong

項目攝影：張華詳 SHANK

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