Bir Land in Hangzhou - Relaxing Commercial Environment for Micro-trips

Project: Vanke Liangzhu Bir Land
Scene Design: Fun Connection
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.
Location: Liangzhu Village, Yuhan District, Hangzhou, China
Area: 741,999 sq ft
Year: 2023
Photos by: Aqi

Bir Land in Hangzhou

Bir Land, located in Liangzhu Village, Hangzhou, is an artistic commercial complex designed for micro-trips. As the final element of a commercial puzzle, it not only meets growing residents' daily consumption needs, enhancing the appeal and convenience of the residential area, but also serves as an artistic point of interest with its own unique spirit. Constantly attracting visitors from the Yangtze River Delta due to high-quality cultural, artistic and design content, Bir Land attracts a group of micro-trip enthusiasts who have long admired the lifestyle presented in Liangzhu.

Bir Land is a microcosm of the Liangzhu lifestyle, serving as a community stage, branding platform and environment where spiritual ideals coexist with a relaxed way of life.

Atmosphere of a Commercial Environment for Micro-trips

Fun Connection applied various design techniques to create a vibrant commercial atmosphere in Bir Land, gradually infusing more commercial atmosphere and energy into the rural leisure environment at different levels.

Considering various business formats and commercial atmospheres of each district, comprehensive recommendations were provided for outdoor areas, including furniture types, layout styles and even materials and colors. Properly and strategically integrating outdoor leisure zones into the overall planning, the boundary between wild nature and artificial environment was eliminated, providing more opportunities for people to meet and get closer to nature in a relaxed atmosphere.

Birds perched on trees light up together with streetlights as night falls. At this moment, small glowing nests on the trees sway gracefully, and the light on the well-maintained grass creates a cute and attractive atmosphere. Warm and consistent lighting in different locations adds Bir Land with a lively night atmosphere.

"Conductor" of Unconventional Business

Bir Land introduced nearly a hundred brands, creating a unique commercial project through unconventional customization. These brands cover diverse formats, including those that evoke memories for residents, promote vibrant social activities, offer artistic experiences and align with high-quality lifestyles. They not only satisfy the artistic audience who enjoy relaxing at Bir Land, but also create a lively atmosphere with many brands, enriching the lifestyle of the local community.

Traditional brand visual expression focused only on store signage. How to find a balance between diverse brand identities and the Bir Land context? Fun Connection plays an invisible hand, coordinating and organizing facade decoration for various brands in Bir Land.

Fun Connection breaks down the dimensions of commercial facade design into smaller components. All stores were carefully managed, from signage typography to materials, colors, installations, lighting and even offering recommendations for facade materials, visual design and furniture for both interior and exterior spaces. The true symbiotic relationship between nature and art in daily Liangzhu life is created through attention to details.

Branded Spatial Visual Presentation

The Bir Land logo is derived from the 'Jade Bird,' a cultural artifact found at Liangzhu excavations. It consists of four simple and flat circular patterns forming an abstract image of the 'Jade Bird.' The brand core was strengthened by applying the logo on signs, urban furniture and atmospheric decorations throughout the area.

Later, the logo will serve as a creative theme for the square and park in the central zone. Significant symbols forming collective memory of the community will be created by extracting their design lexicon and applying various materials.

Fun Connection further expands the logo in different ways. This includes transforming flat forms into gradient 3D shapes or using colored blocks as carriers to create various visual styles. Thus, brand materials for different districts, seasons and media are ultimately implemented through reinterpreting interesting elements of cultural symbols within the existing visual framework.

By embedding great artistic and cultural elements into everyday visual symbols, branding aims to progress in a non-traditional and indirect way. In Bir Land architecture, landscapes, spaces, visuals, installations, lighting become means of artistic expression, forming an important part of the brand. With its pleasant natural scenery and relaxed atmosphere, Bir Land offers a healing experience to everyone who is tired and stressed.

- Project description and images provided by ZZ Media