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1、青岛啤酒城BRANDING CONCEPT品 牌 定 位Q I N G D A O B E E R G A R D E NGreat cities offer great places to live and work.There is a buzz in Qingdso it is full of life,anticipation and excitement.The upcoming Olympic games and infrastructure improvements for rail and highway linkages to the city will transform
2、this coastal city from a series of urban districts to a true metropolitan region.Qingdao is rapidly becoming one of China and Asias most desirable cities.Its history,location,relationship with Korea and Japan offers the city a unique opportunity to become one of the premier northeast cities and reso
3、rt destinations in China.The redevelopment of Qingdao Beer City site provides the opportunity to create a vibrant mixed use quarter that will unlock the future develop-ment potential of the Lao Shan quarter of the city.With the creation of the government center complex and various waterfront develop
4、ment,this important site can become the future commercial hub of the North east portion of Qingdao City.With the creation of new highway and metro rail infrastructure,proximity to the ocean and relationship with adjacent mixed use developments,this site offers a unique opportunity to create a world
5、class mixed use development,which will be not only the benchmark for mixed use develop-ments in Qingdao but in China and the region as well.优秀优秀优秀运会会会会会会会会迅为以亚洲优会优会优会为东北部首要度假胜啤酒项目开发为开发度假为开发度假开发度假也为为东南部商业心起关键用统新洋优周商业开发项目结啤酒会为啤酒会为啤酒会为世界级开发项目不仅为也为世界开发项目新典范啤酒也为来世界水平啤酒节庆现代标启新心经济腾飞为民缤纷节庆时尚购物浪漫度假愉商务新心Q I N
6、 G D A O B E E R G A R D E N新标无论你是狂热啤酒是为心啤酒是为心啤酒是为心啤酒啤酒啤酒永远是你不可错过景观在里复型功能、公节节节深度混啤酒来啤酒来啤酒来来来它不仅为极富盛名旅景点啤酒为啤酒为啤酒为为为不断流融潮流心A beacon to the cityWhether you are in Qingdao as an avid beer enthusiast or for a family getaway,Qing-dao Beer Garden will be a must see during your visit.Through a bold blending
7、 of mixed uses,public spaces and a variety of social festivals and cultural events Qingdao Beer Garden has all the ingredients to build a visionary city of the future.More than just a great destination for a getaway Qingdao Beer garden will become a focal point of the city where both the local and i
8、nternational community come together in celebration and cultural exchange.GREAT CITIES11Q I N G D A O B E E R G A R D E NFor years,the art of brewing beer has been perfected by masters of this craft.优质啤酒需要上原料来酿13Q I N G D A O B E E R G A R D E N.to create “The Perfect Blend”Now,just as the careful s
9、election of paramount ingredients to create the perfect brew,the right elements are selected.塑完美开发项目;同啤酒酿艺着异曲同妙需要汲取各种粹 完美调配15Q I N G D A O B E E R G A R D E NPrecise ingredients in brewing,like the right mix of experiences,bring people together各类酿酒原料就像不同神体验流连忘返indulgecelebrate 杯欢庆 尽情享受 thrive茁壮长 感应i
10、nspire 激发灵感interact1Q I N G D A O B E E R G A R D E N娱乐PLAYWORKLIVESHOPLEARN“The Perfect Blend”Ingredients for the Beer Garden购物学习完美调配啤酒酿原料Brewing a fine beer begins with choosing flavorful ingredients and uti-lizing them to their best potential.Carefully blended ingredients with the precise amount
11、of heat,water and flavors are the key elements to brew the perfect beer.Just as mixing the right beer ingredients,our approach brings together specific“ingredients”of a mixed use community and skillfully com-bines them in“The Perfect Blend.”This unique mixture of urban ele-ments with the human spiri
12、t as the soul of the community will create a dynamic urban environment.Qingdao Beer Garden 流啤酒酿流程于上等料华取以确温度、水分香料各原料进行完美调配是酿流啤酒关键如同取啤酒原料我设计方案取用功能各以娴熟技巧其进行“完美结”同啤酒结塑灵魂形环境啤酒indulge纵情享受 interact感应thrive茁壮长inspire 激发灵感celebrate 杯欢庆Human Spirit to bring people together热情聚集起来Urban Mixed-use elements开发1Q I
13、N G D A O B E E R G A R D E NQuingdao Beer Garden Target AudienceQuingdao Beer Garden will provide unique opportunities to bring people together throughout the design and programming process.A place where people can thrive,indulge,enjoy,celebrate and interact.The experience at Quingdao Beer Garden w
14、ill be dynamic and memorable catering to the broad range of generations.older generationyounger generationappeal to broad range of generationYoung Adults 年轻Families 庭Environmentally Conscious Visitors 环境意识客 年轻年长20-40岁啤酒目标群啤酒设计规划吸引来里在里可以纵情狂欢、尽情享受啤酒彼此互流啤酒为适各年龄各层次群难忘21Q I N G D A O B E E R G A R D E N酒
15、 The Brewery Collection 度假酒店购物广场酿酒厂室内水族馆车展 Resort Hotel,Shopping mall,Brewery,Indoor water world,Car exhibition e商务心 The Exchange 高层商务楼5星级酒店服务式公寓低层服务式公寓 High rise office tower,5 star hotel,Service apartment,Low rise service apartment恬适公寓 Restoration Residence 住宅公寓服务式公寓商业街 Residential,Apartment,Servi
16、ce apartment,Neighborhood retail street缤纷广场 Enrichment Plaza 餐厅零售酒吧影院音乐厅艺术博物馆 Restaurants,Retail,Bar,Cinema,Music Center,Art Museum欢乐港湾 Cheers Harbor 娱乐心户外公园主题广场水餐厅 Entertainment center,Outdoor park,Master plaza,Waterfront restaurants (Play)District Diagram域分析（购物）(Shop)（）（）（学习）（娱乐）（购物）(Work)（）(Live)
17、（）(Learn)（学习）(Play)（娱乐）Cheers Harbor欢乐港湾Enrichment Plaza缤纷广场广场e商务心商务心The ExchangeThe Brewery Collection酒Restoration Residence恬适公寓23Q I N G D A O B E E R G A R D E NThe Brewery Collection SHOP时尚前卫+趣+尽情享受+迷构 C OMPONENT S 购物广场 度假酒店 室内水族馆 车展 啤酒制展示 构 C OMPONENT S Shopping mall Resort HoteBrewery Indoor w
18、ater world Car exhibition Beer BruweryFashion forward+Fun+Indulge+Engaging 酒25Q I N G D A O B E E R G A R D E NAqurium and Plaza水族馆公广场Prior to the brewing process itself,the careful selection of ingredients is imperative to the quality of the beer.Once the fine ingredients are specifically chosen th
19、ey are brought to-gether in a Brewery,where the process itself will take place.At Qingdao Beer Gardens SHOP district,just as with the beer ingredients,select tenants will be carefully chosen to provide the right mix to engage avid shoppers.This district is also home to the Qingdao Brewery where spec
20、tators can experi-ence for themselves the art of the Qingdao Beer brew process.在进行酿前仔细原料对啤酒质量起关键用旦心定上原料些原料聚集在啤酒厂然后进行酿在啤酒园购物域里如同啤酒原料租客也是经过仔细挑为吸引热购物适商店组啤酒厂也位于该域啤酒厂里参观可以亲自感受啤酒酿过程艺术The Brewery Collection SHOP酒2Q I N G D A O B E E R G A R D E NDynamic+Iconic+Upscale+Modern气+标+高端+摩登构 C OM P ON E N T S 高层商
21、务楼 5星级酒店 服务式公寓 低层服务式公寓 购物心 The Exchange WORKHigh rise office tower 5 star hotel Service apartment Low rise service apartment Shopping malle商务心2Q I N G D A O B E E R G A R D E NThe most detailed stage of the brewing process is the Mashing stage.This is where the brew master is hard at work assuring t
22、hat starches are ground and crushed to successfully convert sugars to produce“wort.”This phase is quite laborious and time consuming,but it is done to achieve a savory beer.The Work district is also a place where workers diligently perfect their craft.Whether finance,law or general business,the offi
23、ce tower will be home to corporations looking to attain the success that comes from the labor invested daily.Like the beer brew masters,those who are part of the Work district will reap the benefits of their labor.酿过程最复杂阶段是糖阶段在该阶段酿酒师努以确保碾碎淀粉、功转糖份来产“麦芽汁”该阶段既费又费时但是要制可口啤酒该阶段不可或缺域也是努完善其手艺方通过常劳获取功公司入驻里办公
24、楼不管是金融、法律是般商业如同啤酒酿师域其他也他劳获得利益The Exchange WORKe商务心31Q I N G D A O B E E R G A R D E N激发灵感+教育意义+影院剧院 音乐厅艺术博物馆 餐厅 零售 Enrichment PlazaLEARNCinema,Theater Music center,Art Museum Food and Drink Retails Inspirational+Educational+Cultural+缤纷广场33Q I N G D A O B E E R G A R D E NThe third stage of the brewi
25、ng process is the boiling phase attained when hops are incorporated into the mixture.The boiling of the hops brings about the unmistakable aroma that is typical of fine brewed beer.Just as the flavor and aroma are refined by the addition of hops,the learning district will be a place rich with activi
26、ties to not only enhance and entertain,but educate.With a Music Center and an Art Museum,patrons can take advantage of countless experiences that can enrich their lives beyond their trip.酿酒过程第三阶段是啤酒花加入混物后煮沸过程啤酒花煮沸后产上乘啤酒芳香如同加入啤酒花后酒口味香气得以完善学习域丰富不仅增值娱乐教育在里音乐心艺术博物馆顾客可以在旅外进行不计其数体验来丰富他Enrichment PlazaLEAR
27、N缤纷广场35Q I N G D A O B E E R G A R D E N构 C OM P ON E N T S Residential Apartment Service apartment Neighborhood retail Personal wellness+Private+Tranquil健康+隐私+平静Restoration Residence LIVE构 C OM P ON E N T S 住宅 公寓 服务式公寓 商业街 恬适公寓3Q I N G D A O B E E R G A R D E NDuring the fermentation process,wort f
28、inally becomes beer through a period of extended storage.This is a time for the beer to be still and attain ultimate clarity.Just as the beer goes through a stage of rest and repose,those choosing to make Beer Garden their home can enjoy a well-situated and styl-ish residence.The Live district will
29、provide clarity and balance to the residents,as well as,amenities and accessibility to entertainment and dining options just minutes from their homes.在发酵过程麦芽汁通过段当长贮藏时期最后变啤酒在该时期啤酒沉寂下来最后变得清澈如同啤酒要经过段静止休息时那些安居在啤酒园可以享受位于良段时尚居所域使居民感清爽、找平衡同时为他便利设施、娱乐场所餐饮场所些方离他居所只几分钟程Restoration ResidenceLIVE恬适公寓3Q I N G D
30、A O B E E R G A R D E N娱乐心 户外公园 主题广场 水餐厅 Interactive+Fun+Active 互+趣+跃Cheers Harbor PLAYEntertainment center Outdoor park Master plaza Waterfront restaurants 欢乐港湾41Q I N G D A O B E E R G A R D E NAfter the beer has gone through its full brewing process it is finally ready to enjoy.The effort that go
31、es into producing a world class beer is appreciated and celebrated at parties,sporting events,gatherings of friends and family or as an ac-companiment to a good meal.This same sense of celebration can be found in the Play dis-trict where revelers can take advantage of world-class dining and entertai
32、nment in an active environment.Outdoor pavil-ions provide opportunities for a variety of cultural and culi-nary festivals while waterfront restaurants provide visitors with a place to take a break and raise a glass with friends.在经过完整酿过程后啤酒终于可以享用！种经过诸般努而就级别优质啤酒可用于庆祝派对、体育盛事、亲友聚会酒席上 在休闲你同可以感受种庆祝气氛善饮可享受
33、在级别餐饮娱乐跃氛围户外遮阳伞许会庆祝种食品节而水饭店可为客休憩朋友杯聚环境.Cheers Harbor PLAYChapter two 分 析SITE ANALYSIS45Q I N G D A O B E E R G A R D E N设计过程 Design Process利用价值自然环境为项目开发价值远脉、现存洋、当高普通道、旅资蕴藏着域内涵我希望利用环境构其块来开发起来Harness the value of the siteThe Laoshan district site offers an environmental value for this develop-ment.The
34、 hills and mountains in the distance,the existing sea,the local highways and roads,the development of the surrounding projects and waterfront and tourist zone all leads to the past history of the site(Beer Festival)and its context.It is our aim to address this fabric of the context and integrate it
35、into the rich story of this site and the future development of this area.设计框架 Concept Framework4Q I N G D A O B E E R G A R D E N周项目 Planning Projects urround itePlanning Projects urround ite分析 itenalysisite nalysis4Q I N G D A O B E E R G A R D E N规划商业位置比较 Proposed Commercial Zone Location Comparis
36、on规划商业位置比较 Proposed Commercial Zone Location Comparison51Q I N G D A O B E E R G A R D E N街规模密度筑物不同质用般布局筑开放比例关筑物构环境开放筑体组方案密集旷部分分布是立环境关键通过对筑密度容积率分析比较可以看 2.0容积率没形适环境筑体量布局不功环境筑体量布局不功筑体量布局不功项目所要求整体环境我不同容积率来不整体环境我不同容积率来不我不同容积率来不同影响分析比较各功开发项目得结论是3.5容积率在体量上会为项目最效果The“urban grain”of the resulting built envi
37、ronment.The composition of the open space and buildings,the mass and void of the scheme,will be key in developing a humanly scaled environment.The permeability of the scheme.We must create a place that is easy to understand and navigate.The creation of a rich series of streets and connections that l
38、inks the station to the parks,open spaces,canal side and distant open spaces.Our new environment must be interest-ing and enjoyable.Requirement:规划要求FR容积率:2.0Coverage建筑密度:25%GF总面积:450,000sqm容积率 FR tudyFR tudy Option 1方案1:FR:容积率 3.0Coverage建筑密度:40%GF总面积:660,000sqmOption 2:FR容积率:4.0Coverage建筑密度:50%GF总面
39、积:880,000sqmOption 3:FR容积率:6.0Coverage:建筑密度 55%GF总面积:1,320,000sqmLife Hub Daningite rea:5.5 HaFR容积率:3.6Coverage:建筑密度 53%GF:总面积 200,200 sqmCity Crossingite rea:4.1 HaFR容积率:4.6Coverage建筑密度:33%GF总面积:190,000 sqmLalaportite rea:3.4 HaFR容积率:4.1Coverage建筑密度:61%GF总面积:140,000 sqmRockefeller Centerite rea:67.
40、6 HaFR 容积率:18Coverage 建筑密度:42%GF 总面积:12,200,000 sqmMASTER PLAN 总 体 规 划Chapter three55项目目标为迎接2008年运会各均发展轨道通完善道统立环保础设施为他规划引导但是只很少能啤酒所优并能会现代运会为展示舞台啤酒也会是其重要场景入流水为极具色项目会我总目标是可持续发展项目为亚洲同类项目典范我希望项目符开发总体目标我项目：利用来站点复功能通主导项目最案例可持续发展绿色核心使项目为庆典心友步行环境立尺度界面来升周具24小时核心设制各种各开发种类门户对形气候照做分考虑尊重当条件尊重周现状条件促进可持续发展目标为各种商业商
41、务开发最灵可分期开发适应不同场经济要求总体规划PROJECT AIMSIn preparation for the 2008 Olympic Games,many physical improvements to the rail,road and green infrastructure has been implemented to guide the growth of the various districts of Qingdao.There are very few places where the synergy of all of these elements can come
42、 together to create the synergy required to create a mixed use op-portunity such as this.The Olypmic Games will serve as a showcase for Qingdao and the need to improve and en-hance the levels of development to an international gold standard are no better evident than the Beer City,Beer Garden Site.O
43、ur overriding aim is to create a sustainable mixed use development which will be internationally recognized as one of the leaders in China and Asia.Through our working process we have identified the following aims for this important development.To capitalize on the future metro linkages and become a
44、 best-case example of transit orientated mixed-use de-velopment in China.To create a sustainable green heart and open up the centre of the site to promote a festival center which is built upon a series of pedestrian scaled environments.Establish a human scaled edge at the perimeter to promote civic
45、integration and link the various mixed use devel-opments together into a true urban district of the city.Introduce a variety of mix of uses,which promotes vibrant 24-hours urban activity.Provide a porous development,which will promote pedestrian friendly mixed use districts,an important element of s
46、ustainability.Respond to the unique physical characteristics of the site including topography,climate and solar orientation.Respond to the adjacent uses and context.Promote sustainable in-city urban redevelopment.Provide maximum flexibility to attract a variety of business occupiers and urban reside
47、nts.Create a development,which can be phased,to change as the market and economy allows.5 Our Vision 愿景我对案愿景是照开发我希望包括混功能街道开放公绿功能灵办公筑为新型商务长会我规划酒店会议心度假酒店庆典广场公为民各种场所我设置花园住宅为专业士项目经其他客户居住在新心会Our vision for the Beer City/Beer Garden site is the creation of a true mixed-use quarter.We envision a vibrant la
48、yering of uses with an active street edge,a mix of urban and green public spaces,flexible office buildings that will allow new and emerging businesses to find a home and grow.Our scheme also provides for hotel,con-ference,resort and festival uses,which will complement the office occupiers.We also ar
49、e providing a residential community that will attract a wide variety of residents from urban professionals to ac-commodation for managers and key workers who want to live in the core of the Lao Shan and with close proximity to the Qingdao city centre.于我总体规划我议在标高层筑可为门户为可持续发展足需要标筑为支持饱含新标志为心娱乐体复功能催剂The
50、se uses must be master planned and designed to create a land-mark development for Qingdao Lao Shan site.This site will house a development,which will serve as the hub of the Lao shan district and will link the government center to the sea and various transportation systems.It will be a development w