去COSMO撒歡兒，“內容新場景”構建中國潮流文化烏托邦
Go to COSMO for fun, ” new scene of content” to build China’s trendy cultural utopia
2023年，現象級潮流商場“COSMO成都”（以下簡稱COSMO）橫空出世，這個集零售、快閃、活動、演出、社交、展覽為一體的策展型商業IP，是今年商業地產的最大黑馬。在中國流量最大的社交平台小紅書上，超過7W的打卡筆記，是COSMO爆紅的標誌，與此同時，“COSMO”成為與“茶館”“三星堆”並列的成都旅行熱搜詞。
In 2023, the phenomenal trend mall “COSMO Chengdu” (hereinafter referred to as COSMO) was born. A curated commercial IP that integrates retail, flash mob, event, performance, social and exhibition is the biggest dark horse of commercial real estate this year. On Xiaohongshu, China’s most popular social media platform, COSMO has become a hit, with more than 70,000 notes, and “COSMO” has become one of the most popular travel words in Chengdu, along with “teahouse” and “Sanxingdui”. COSMO” has become a hot word for travel in Chengdu, along with “teahouse” and “Sanxingdui”.
從外立麵的塗鴉和一個6.5米高的標誌性藍兔子藝術裝置開始，COSMO就如自身“青年磁場”的定義一樣，吸引著鬆散、自成一派的小眾文化品牌自發流向這個場域，1807、中國最具人氣說唱歌手馬思唯的AFGK、Randomevent®、A Few Good Kids、OLD ORDER、LIVING TOWN、聖山等西南首店、成都首店以及城市旗艦店都在此集結，曾經的百貨公司不再，取而代之的是潮人去了都直呼要得“風濕病”的超級潮流文化工廠。
Starting with the graffiti on the facade and a 6.5-meter-tall iconic blue rabbit art installation, COSMO, like its own definition of “youth magnetism,” has attracted a spontaneous flow of loose, self-contained niche culture brands to the venue, including 1807, Randomevent®, AFGK of China’s most popular rapper Ma Siwei, A Few Good Kids, OLD ORDER, LIVING TOWN, Saint Hill and other first stores in Chengdu or even Southwest China here. The former department store is no longer exists, but replaced by a super trendy cultural factory.
顯然，這個獨立於傳統商業語境下的潮流商場，被重新定義為代表成都說唱、滑板、電子音樂、複古、機車等小眾文化的超級符號，吸引年輕人“來耍”。
Obviously, this trendy mall, which is independent from the traditional commercial context, is redefined as a super symbol representing Chengdu rap, skateboard, electronic music, retro, biker and other niche cultures to attract young people to “come and play”.
對傳統商業而言，這是一場始於內容與場景的商業革命，“內容新場景”是這個策展型商業製勝關鍵詞。
For traditional businesses, this is a business revolution that starts with content and scenes, and “new scenes of content” is the keyword for this curated business.
“內容新場景”這一設計策略由香港設計公司OFT提出，OFT憑借自身對潮流文化的敏銳嗅覺，以及對成都在地先鋒文化意識的理解，把“娛樂、互動、體驗”作為設計核心，通過設計將情感、文化、體驗與場景進行互聯，為新青年們創造出一個可容納多元內容發生的新場景，商業空間既為文化輸出的載體，也是傳達信息的符號。
The design strategy of “new scenes of content” was proposed by Oft Interior, a Hong Kong-based design company. With its keen sense of trendy culture and understanding of Chengdu’s local pioneer culture, Oft Interior takes “entertainment, interaction and experience” as the core of its design. The design interconnects emotion, culture, experience and scene, creating a new scene for the new youth to accommodate multiple contents, and the commercial space is both a carrier of cultural output and a symbol to convey information.
01 IDENTITY
新場景革命 用設計製造身份認同
New Scene Revolution, Creating Identity with Design
COSMO建於2007年，建築位於成都最繁華的鹽市口商圈，前身是上普財富中心，隨著城市中心轉移與消費權杖更迭，舊的商業體與鹽市口一樣，成為年輕人熟視無睹的日常。2023年，這個過時的盒子購物中心，用“內容新場景”成功突圍，購物行為變成更具探索欲和好奇心的拆盲盒體驗，同時，帶有強烈成都本土屬性的國潮文化也被推向至高點。
COSMO was built in 2007 in Chengdu’s most prosperous Yanshikou shopping district, formerly known as Shangpu Fortune Center. As the city center shifted, the old commercial complex, like Yanshikou, became a familiar daily sight to young people. In 2023, this obsolete shopping center successfully broke through with a “new scenes of content”.The shopping behavior here becomes a more exploratory and curious experience of opening blind boxes, and at the same time, the national trendy culture with strong local attributes of Chengdu is pushed to the top.
隨著商業朝更細分更精細化的方向發展，強調人與人、人與場域之間的聯係的“場景”成為新的連接點，串聯起小眾文化與特定人群需求，“場景”在無形中成為鏈接消費者與品牌、消費者與消費者、消費者與產品之間的重要媒介。
With the development of business in a more segmented and refined direction, “scene”, which emphasizes the connection between people and fields, has become a new connection point, linking niche culture and specific people’s needs. The “scene” has become an important medium linking consumers to brands, consumers to consumers, and consumers to products.
事實上，這場新場景革命，正是用設計為不受主流文化約束的消費者，製造一種身份認同，讓空間與消費者的身份相互吻合、印證以及產生共鳴。
In fact, this new scene revolution is to use design to create an identity for consumers who are not bound by the mainstream culture, so that the space and the identity of consumers can be matched and confirmed, resonating with each other.
COSMO的客群非常垂直、精準，主要是熱愛潮流文化的Z世代年輕族群。OFT以製造身份認同感作為設計出發點，提取主題、功能、內容等信息，以視覺標誌性、場景獨特性、概念主題性三大要素構成場景，通過顯性視覺符號與隱性設計邏輯，將抽象概念轉移為感官體驗傳達給用戶。
COSMO’s clientele is very vertical and precise, mainly the young group of Generation Z who love trendy culture. Oft Interior takes the creation of identity as the starting point of design, extracts the theme, function, content and other information, and constitutes the scene with three elements: visual iconic, scene uniqueness and concept thematic. Through explicit visual symbols and implicit design logic, the abstract concept is transferred into sensory experience to convey to users.
通過設計潛移默化的引導，消費者與商場的關係也隨之發生變化，商場從一個短暫停留的購物場所，過渡到一個可以長期停留的圈層聚集地，超級符號不僅具有象征意義，它的引力還在於：讓消費者在這裏獲得認同與歸屬感，能更輕鬆自在地做自己。
Through the subtle guidance of design, the relationship between consumers and the mall changes. The mall transitions from a shopping place for a short stay to a circle gathering place where they can stay for a long time. The super symbol not only has symbolic meaning, but its gravitational force also lies in: allowing consumers to gain a sense of identity and belonging here and be themselves more easily and comfortably.
02 SOCIAL RELATIONSHIP
視覺符號x隱性邏輯 重塑線下社交關係
Visual symbols x implicit logic, reshape offline social relationship
循環播放CG動畫的電子屏、不鏽鋼、灰泥塗料、金屬構件以及有距離的空間區隔，OFT用最直觀的設計語言和手法，完成對潮流文化的拆解與重構，營造冷度和科技感的高街T台氛圍。
With CG animation electronic screens, stainless steel, stucco paint, metal components and distant spatial partitions, Oft Interiors uses the most intuitive design language and techniques to complete the dismantling and reconstruction of trendy culture, creating a cool and technological atmosphere of high street catwalk.
裸露的水管、風管、電線管；清水混凝土的方形立柱；大麵積人造啞光灰色水泥磚；原創設計的LED透光板、熒光燈管；橫平豎直的流暢線條、粗糲裸露的鋼筋水泥表麵……則呈現出空曠的“工業廢墟風”質感。
Exposed water pipes, air ducts and electrical ducts; square columns of fair-faced concrete; large artificial matte gray cement tiles; original designed LED light-transmitting panels and fluorescent tubes; horizontal and vertical smooth lines, coarse and bare steel and concrete surfaces ……All of them present an empty “industrial ruin style ” texture.
這種場景的高度統一，正在縮小客觀現實與理想之間的差距。OFT用最具表現力的視覺符號製造社交貨幣，使得年輕人開始思索文化與空間的關係，觸發潮流消費群體內在的審美共鳴。
The high degree of unity of this scene is narrowing the gap between objective reality and the ideal. Oft Interiors uses the most expressive visual symbols to create social currency, making young people begin to think about the relationship between culture and space, triggering the internal aesthetic resonance of the trendy consumer group.
除此之外，設計還刻意營造一種“觀看”與“被觀看”的社交關係，消費者既是場景參與者，也是潮流文化本身，價值認同與身份認同感在這裏被發揮到極值。在環境與文化的雙重驅使下，消費者深度參與到社交媒體中，表達對潮流文化議題的見解，自發完成“打卡”的傳播行為，形成線上線下媒介傳播閉環。
In addition, the design also deliberately creates a social relationship of “watching” and “being watched”, where consumers are both participants of the scene and the trendy culture itself, and where value and identity are brought into play. Driven by both environment and culture, consumers are deeply involved in social media, expressing their opinions on trendy cultural issues and spontaneously completing the communication behavior of “check in”, forming a closed loop of online and offline media communication.
而隱藏的設計邏輯則圍繞商業內容運營展開。
The hidden design logic revolves around commercial content operation.
為滿足COSMO策展型商業的定位，OFT保留較多展陳空間，滿足年輕人新鮮感訴求，為店鋪個性化延展提供便捷，並承載COSMO與品牌持續的內容輸出和品牌表達，這樣可容納多元靈活能力的“內容新場景”，正在成為未來商場設計趨勢。
In order to meet COSMO’s positioning as a curated business, Oft Interiors reserves more exhibition space to meet young people’s demand for freshness, to provide convenience for personalized extension of the store, and to carry COSMO, the brand’s continuous content output and brand expression. Such a “new scene of content”, which can accommodate multiple and flexible capabilities, is becoming the future design trend of shopping malls.
區別於其他公區，展陳區域更為空曠，幾何塊狀地磚拚花與巨型天花上下呼應，形成軟性隔斷的場域，設計師引入T台構想，在這裏消費者不是觀眾，而是T台主角。先鋒藝術策展、品牌發布活動、音樂現場、潮流零售快閃、獨立設計師SHOWROOM3.0……也在此自然發生。
Unlike other public areas, the exhibition area is more open, with geometric floor tile parquet and giant ceiling echoing up and down to form a soft partitioned field. Designers introduce ideas of the catwalk, where consumers are not the audience but the protagonists of the catwalk. Events like Pioneering art exhibition, brand launch events, music scene, trendy retail flash mob, independent designer SHOWROOM 3.0 and so on, also happens here naturally.
天花作為整個場景中最突出的線索，設計師用不同材料與形態的燈具塑造了每層樓、每個分區環境，引導遊覽動線，營造空間氛圍。
The ceiling is the most prominent clue in the whole scene, the designer uses different materials and forms of lighting to shape each floor and each partition environment, to guide the touring movement and create the space atmosphere.
一樓天花以鏤空金屬板或金屬網為主，多重物料縱橫交錯又各具特色。
The ceiling of the first floor is dominated by openwork metal panels or metal mesh.
二樓加入了金屬波浪板和白色的發光燈膜，大麵積三角形燈飾象征著青年人的尖銳。
The second floor incorporates wavy metal panels, large triangular lights and white luminous light film.
三樓用明顯的條形燈帶與筒燈構成分區。
The third floor is partitioned with obvious strip lights and downlights.
這樣獨具包容性與自由度的空間形態，是對傳統商業文化的反叛，差異化的設計強調每個年輕人都是獨特的存在。
Such a uniquely inclusive and free spatial form is a rebellion against traditional commercial culture, and the differentiated design emphasizes that each young person is a unique being.
與此同時，場景的可持續性也是COSMO設計重點之一，從時間維度上來看，單一場景無法滿足3-5年的商業運營周期，設計需要讓空間場景更靈活多變，讓場景進行空間和品牌的疊加，商場設計與潮流品牌相互吻合，商場作為凸顯潮流文化的背景，不喧賓奪主也是這次設計的重要考量。
At the same time, the sustainability of the scene is also one of the key points of COSMO design. From the perspective of time dimension, a single scene cannot meet the business operation cycle of 3-5 years, the design needs to make the space scene more flexible and changeable, so that the scene can carry out the superposition of space and brand. The mall design and the trendy brand coincide with each other. As the background of highlighting the trendy culture, The mall not to take away the main character is also an important consideration of this design.
場景本身既是承載潮流文化發生的載體，也參與不同的文化碰撞中，觸發更多新內容的產生。
The scene itself is both a carrier of trendy cultural happenings and also participates in different cultural collisions, triggering more new content generation.
03 USER THINKING
用戶思維設計 解鎖商場新流量密碼
User thinking design unlocks new traffic codes in shopping malls
如果說視覺符號延伸了潮流文化與感官的想象力，那麼完成這種想象力的深層邏輯則來自“用戶思維”。所謂“用戶思維”，簡單來說就是“以用戶為中心”， 針對客戶的各種個性化、細分化需求，提供各種針對性的產品和服務。
If visual symbols extend the imagination of trendy culture and senses, then the deeper logic to complete this imagination comes from “user thinking”. The so-called “user thinking” simply means “user-centered”, providing a variety of targeted products and services to meet the various personalized and segmented needs of customers.
很多人好奇，為什麼COSMO衛生間都能成為流量密碼？一個功能空間成為必打卡的“景點”，除了設計師對年輕審美的預判與轉譯，還有“用戶思維”的集中體現。
Many people wonder why COSMO bathroom can become a traffic code. A functional space has become a must-see “attraction”, in addition to the designers’ pre-determination and translation of young aesthetics, there is also a concentrated show of “user thinking”.
在衛生間中，設計師利用鏡麵的反射關係，製造視覺錯覺，當人處於不同位置，不同距離、角度拍攝，都會得出不一樣的效果，這種類似電影“蒙太奇”的空間設計手法，讓消費者像如置身電影畫麵，在無數次的鏡頭連接與拚接中，找到最完整的自我。
In the bathroom, the designer uses the reflection relationship of the mirror to create visual illusion. When people are in different positions, different distances, angles, different effects will be produced.This montage of space design makes consumers feel like they are in a movie, finding their most complete selves through countless shots and splices.
在影響消費體驗的最後環節，OFT精準把握消費者心理，用設計語言消解大眾對功能空間的刻板印象，為消費者創造驚喜體驗，每個空間都被平等對待，並兼顧消費行為之外消費者的基本需求與特殊需求，這正是典型的用戶思維與服務。
In the final part of the consumer experience, Oft Interiors accurately grasp the psychology of consumers, using the language of design to dissolve the stereotypical impression of the public on the functional space, to create a surprising experience for consumers. Each space here is treated equally. They take into account the basic needs and special needs of consumers outside the consumer behavior, which is the typical user thinking and service.
毋庸置疑，當設計聚焦聚焦商業空間研究與人居生活發展，一切圍繞“人”本身進行設計延伸，與商業價值、文化趨勢同頻共振，為新消費品牌提供場景解決方案，才能幫助品牌實現指向場景驅動增長的引擎價值。
Undoubtedly, when design focuses on commercial space research and habitat life development, all design extensions should focus on “people” , which will resonate with business values and cultural trends, and provide scenario solutions for new consumer brands. In this way, it can help brands realize the value of the engine that points to scenario-driven growth.
COSMO和OFT以“用戶思維”為引，探討潮流所帶來的變革力量，為客戶創造了一個不以商業訴求、以文化為據點的社區空間，借此機會與消費者進行了深度鏈接。
COSMO and Oft Interiors use “user thinking” as a guide to explore the transformative power of trends, creating a community space for clients that is not commercially driven but culturally based, and taking the opportunity to connect deeply with consumers.
COSMO的成功反映出消費者需要可以塑造共同記憶與共情的空間，“內容新場景”的構建為小眾文化傳播者提供了不受時空限製的精神領地，在COSMO，人人都是文化傳播者與創作者，不斷製造新的內容與場景推動中國潮流文化走向台前。
The success of COSMO reflects that consumers need a space where they can create common memories and empathy, and the construction of “new scenes of content” provides a spiritual territory for niche culture that is not limited by time and space. At COSMO, everyone is a cultural evangelist and creator.The new scene and contents are constantly created to push Chinese trendy culture to the front of the stage.
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項目信息
項目名稱｜COSMO成都
業主單位｜成都上普
設計機構｜OFT設計
設計總監｜鄒卓明、張敬貴
設計團隊｜Samantha Chan, Shanny Cheung, Yoyo Au, Stella Tong, Tammy Au
項目麵積｜100000㎡
項目地址｜成都·中國
項目攝影｜彥銘工作室、肖恩
內容策劃｜Tara
注：未標注版權圖片皆為彥銘工作室出品
Project Name｜COSMO Chengdu
Client｜Chengdu Shangpu
Design Organization｜Oft Interiors
Design Director｜CM jao, ken Cheung
Design Team｜Samantha Chan, Shanny Cheung.Yoyo Au, Stella Tong, Tammy Au
Project Area: 100000㎡
Address: Chengdu, China
Project Photography｜Yanming Studio, Sean
Content Planner｜Tara
Note: All images without copyright noted are produced by Yanming Studio.
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