贊那度旅行體驗(yàn)空間

　　項(xiàng)目地點(diǎn)：上海奕歐來(lái)購(gòu)物村

　　面積：600㎡

　　業(yè)主：zanadu贊那度

　　設(shè)計(jì)公司：十上建筑(www.shishangjianzhu.com)

　　設(shè)計(jì)團(tuán)隊(duì)：陳暄，張拓，王志佳

　　開業(yè)時(shí)間：2016.08

　　攝影師：隋思聰

　　zanadu贊那度是一家成立四年的中國(guó)精品線上旅行社，他們?yōu)橹袊?guó)高端旅行用戶悉心甄選一系列旅行產(chǎn)品，其中包括包括贊品旅程、海外自由行、豪華郵輪、國(guó)內(nèi)短假、精品別墅以及全世界最頂級(jí)的精品酒店。中國(guó)旅游市場(chǎng)目前仍處于初期階段，許多消費(fèi)者并不清楚何為奢華旅程。那么，什么是精品酒店?什么是定制奢華旅程?如何區(qū)分高端郵輪與普通郵輪呢?此類問題層出不窮。

　　為了給大家解讀這些問題，贊那度借助了各類媒體渠道。他們成功運(yùn)營(yíng)了贊那度微信公眾號(hào)，發(fā)行贊那度季刊雜志，制作各類視頻，并在2015年開始拍攝360°虛擬現(xiàn)實(shí)影片。這些VR視頻能夠讓潛在客戶在預(yù)訂之前先一步體驗(yàn)?zāi)康牡睾途频辍?/p>

　　贊那度舉辦了許多路演及線下活動(dòng)，為潛在客戶提供這些體驗(yàn)。由于VR影片上的成功，他們建立了一個(gè)線下體驗(yàn)空間，讓大家可以借助VR這種創(chuàng)意方式體驗(yàn)他們的旅行產(chǎn)品。

　　挑戰(zhàn)

　　Value Retail是全球最大的奢侈品奧特萊斯經(jīng)營(yíng)商，在上海浦東新開業(yè)的奕歐來(lái)購(gòu)物村，為贊那度VR體驗(yàn)店提供了600平方米的空間，毗鄰迪士尼。經(jīng)多方考量，十上建筑被賦予了體驗(yàn)店設(shè)計(jì)的重任。

　　- 體驗(yàn)店應(yīng)體現(xiàn)贊那度的品牌。這是一個(gè)非常年輕的品牌，這個(gè)空間是該品牌的第一個(gè)線下體驗(yàn)地，應(yīng)考慮到如何在線下呈現(xiàn)這個(gè)線上品牌。

　　- 該空間是以VR技術(shù)和VR體驗(yàn)為亮點(diǎn)吸引人群。

　　- 該空間應(yīng)有具有足夠的功能性，以互動(dòng)的方式展示熱門目的地和旅行產(chǎn)品。

　　- 考慮到用戶需要佩戴VR眼鏡，VR體驗(yàn)應(yīng)該是非常私人和安靜的體驗(yàn)。所以，在這個(gè)空間要讓人同時(shí)感到興奮與安靜，這就十分具有挑戰(zhàn)性。

　　創(chuàng)意

　　空間設(shè)計(jì)理念為“未來(lái)的旅行社”。在西方，線下旅行社無(wú)處不在，采用的都是傳統(tǒng)度假預(yù)訂方式。相反，中國(guó)大多數(shù)旅行者都是在線預(yù)訂，而很少選擇線下旅行社。我們希望通過贊那度第一家體驗(yàn)店來(lái)預(yù)測(cè)未來(lái)的旅行預(yù)訂方式和旅行體驗(yàn)。

　　這一設(shè)計(jì)理念對(duì)設(shè)計(jì)及功能性的影響：

　　- 設(shè)計(jì)十分具有科技性?？臻g看上去就像一個(gè)爆炸的像素景觀。數(shù)字云垂懸在天花板上，數(shù)字化的立方體分散整個(gè)空間。像素的元素即代表了品牌的線上屬性，完美的融合到了線下環(huán)境中。

　　- 五個(gè)巨大的數(shù)字風(fēng)格化熱氣球造型的位于空間中心部分，邀請(qǐng)參觀者坐在他們下面的座位，開始一段虛擬旅程。

　　- 20個(gè)目的地的觸摸屏立方體，展現(xiàn)了不同旅程，產(chǎn)品和目的地的故事。

　　- 兩個(gè)10米寬的投影屏幕和環(huán)繞聲系統(tǒng)，提供到劇院般的視聽效果。每15分鐘就有一個(gè)2分鐘的品牌視頻在20米寬的屏幕上播放。

　　- 體驗(yàn)店中的一切都可通過微信及二維碼鏈接到贊那度客戶關(guān)系管理系統(tǒng)。每個(gè)訪問者通過掃描一個(gè)二維碼即體驗(yàn)VR或訪問指定產(chǎn)品。

　　結(jié)論

　　2016年5月，奕歐來(lái)贊那度VR體驗(yàn)店試營(yíng)業(yè)，8月3日正式開業(yè)。奕歐來(lái)入駐有100多家門店，自體驗(yàn)店開業(yè)后，便成為整個(gè)奕歐來(lái)最受歡迎的地方。月均人流量為10,000，其中75%的參觀者體驗(yàn)了VR，并加入贊那度CRM系統(tǒng)。

　　許多國(guó)內(nèi)具有影響力的媒體也報(bào)道了體驗(yàn)店的開業(yè)盛況，其中包括科技類媒體(36kr, Pingwest)，旅游類媒體(tnooz，traveldaily)，電視臺(tái)(CCTV，鳳凰衛(wèi)視)及許多門戶網(wǎng)站，如新浪和鳳凰網(wǎng)。

　　ZANADU Travel Experience Space

　　Location: Shanghai Village, Shanghai, China

　　Area: 600㎡

　　Client: ZANADU

　　Design Company: Shishang Architecture(www.shishangjianzhu.com)

　　Design Team: Chen Xuan, Zhang Tuo, Wang Zhijia

　　Opening Time: 2016.08

　　Photographer: Sui Sicong

　　ZANADU is a 4 years old e-commerce startup-company in the premium travel space in China. They provide a suite of travel products to affluent Chinese travelers. Signature journeys, international luxury vacations, high-end cruises, domestic short vacations, private villas and a large selection of the world’s best boutique and luxury hotels.

　　Since the Chinese travel market is comparatively young, many consumers are not clear about the aspects of luxury vacations. What are boutique hotels? What to expect on an exclusive luxury journey? How are high-end cruises different from the usual cruises? etc.

　　To answer these questions for their prospective customers, ZANADU has used a variety of media. They operate a very successful WeChat channel, they publish a quarterly magazine, they shoot video content, and in 2015 they started to shoot 360° virtual reality videos. These so called VR videos make it possible to experience destinations and hotels before customers make a booking.

　　ZANADU has held many road shows and offline events where they provide these VR experiences to prospective customers. Because of the success with this technology, they decided to create a permanent space where customers can experience their travel products in innovative ways, including VR technology.

　　Challenge

　　Value Retail, the world’s largest operator of luxury outlets, offered ZANADU a 600sqm space at the newly opened Shanghai Village in Shanghai Pudong, right next to Disney. Shishang Architecture was hired to design the space considering several aspects and stakeholders

　　- The space should reflect the ZANADU brand. This is a very young brand, and this space is the first offline location for the brand. Lots of consideration was put into how to portrait this online brand in an offline environment.

　　- The space should feature the VR technology and VR experience as a center piece and attraction for walk-in customers.

　　- There should be more functionality to showcase popular destinations and travel products in an interactive way using touchscreen terminals.

　　- VR experiences can be very individual and quiet, since the users wear a VR glass. The challenge was to make the place exciting and immersive at the same time.

　　Idea

　　The big idea was “The travel agency of the future”. In the West, brick-and-mortar travel agencies are everywhere and reflect the old way of booking a vacation. In China on the other hand, most travel is being booked online, and offline agencies were never really popular. We wanted ZANADU’s first brand space to reflect how travel will be booked and experiences in the near future.

　　The big idea influenced the design and functionality of the space:

　　- The design language is very much tech-driven. The space feels like an exploded pixel landscape. Digital clouds hang from the ceiling. Digital cubes are scattered in islands across the space. The pixels represent the digital origin of the travel brand, translated into a physical environment.

　　- Five gigantic digitally stylized balloons are the center-piece of the space, inviting visitors to take a seat beneath them and start a virtual journey.

　　- 20 interactive destination cubes were fitted with touchscreen monitors, displaying interactive stories about journeys, products and destinations.

　　- Two 10-meter-wide projection screens and a surround sound system made for dramatic audio-visual effects. Every 15 minutes a 2-minute-long cinematic brand film plays out across the 20m width of the screen.

　　- Everything in the store is linked via WeChat and QR codes to ZANADU’s customer relationship management system. Every visitor will scan a QR code to receive a VR experience or link to specific products.

　　Results

　　The ZANADU Space in the Shanghai Village had a soft opening in May 2016 and an official opening event on August 3rd 2016. Shanghai Village has more than 100 retail outlets, and since the very beginning the ZANADU space has been the most visited place in the entire village. There is a monthly footfall of 10.000 visitors, 75% of which have the VR experience and join the CRM program.

　　Many influential Chinese media reported on the store opening, including influential publications in the tech sector (36kr, Pingwest), travel media (tnooz, traveldaily), TV stations like CCTV and Phoenix TV and online portals like sina and ifeng.com.