客户 | 华润 China Resources Group
项目 | 华润置地武汉啤酒博物馆
面积 | 3500平米
开幕 | 2020-11–15
地址 | 武汉市-东西湖区-金北一路
设计团队 | 夏谷暑雨
创意总监 | 高文哲
主案设计师 | 晏奕夫
主创团队 | 黑进朝、王维东、史堃凡、王俊懿、张子薇
协助团队 | 韩煦 、刘立楠 、孟圣杰 、毕熙佳
情景落地 | 夏谷暑雨
落地执行总监 | 徐静
现场管理支持 | 卫红涛 胡哲明 郭丹风 马岩 沈桂宝
艺术装置协作 | 乌托艺术工厂，中央美术学院3D实验室 - 刘瑞金、张超、 赵斌
花艺协作 | 花予器植研工作室 - 李慧敏、江长娟
手绘协作 | 一象艺几手绘工作室 - 熊娟、王俟淦、薛文凯
商务 | 李宁、李雨姗
空间摄影 | 木隼文化 - 陈铭
视频素材 | 黑斑马商业摄影 - 袁智芳
项目推广 | 林奕琪
华润置地武汉啤酒博物馆的前身，是在上个世纪末期最高产值曾跻身全国前五名的“东啤啤酒厂”，作为东西湖区的利税大户，东啤啤酒厂的产值就占了武汉东西湖区总产值的一半以上，是当时的支柱产业。
1997年，东西湖啤酒厂成为了一家年生产能力37万吨、固定资产7.3亿元、净资产4.4亿元、年利税超过1亿元的大型股份制企业。在上世纪80、90年代，东西湖啤酒厂职工的薪资水平在武汉市各大国有企业里位居前列，啤酒厂里修建了一座气派的行政大楼，站在楼上能够俯瞰东湖和西湖。
东啤厂里不仅有供员工跳舞交际的舞厅，还有东啤医院、员工宿舍、食堂、游泳池、商场、电影院等基础设施，一整个东啤啤酒厂可以算作一个“小社会”，是当时东啤厂员工生活和工作的一个中心地带。对曾经的东啤厂员工来说，东啤厂就是“生活”的地方，是“家”，喜怒哀乐，酸甜苦辣咸，人生百味都是在东啤厂里尝到的。
老东啤厂的领头人陈尔程，是在东西湖糖厂的基础上建的啤酒厂，也就是武汉雪花啤酒老厂区。而在这之后的岁月里，企业随历史的车轮大步迈进......
2018年，啤酒厂搬迁，其发展愿景是在继承老工厂光荣传统、创业精神、奋斗精神的基础上，开拓在新视角、新时代发展浪潮中的创新之路。在华润雪花湖北区域年会上，华润隆重介绍了东啤的奠基人陈尔程，希望将老一辈的企业精神传承下去，发扬光大。
华润雪花的第一瓶纯生酒、高档晶尊酒、超高档脸谱系列啤酒、东西湖人夏天都离不开的行吟阁、满足个性化需求的蜂蜜啤酒、滋补酒都是在东啤原厂生产。
如今，武汉二十四城在尊重雪花啤酒厂40年历史的基础上，通过文化历史、生产工艺、啤酒娱乐荟聚出武汉这座城市的高光时刻——业态丰富，社区功能齐全，包括住宅、商业、办公楼、社区医院、体育场馆等。当然，还包括从这片土地上生长出来的华润置地武汉啤酒博物馆。
基于此，针对立于华润雪花啤酒厂旧址之上的华润置地武汉啤酒博物馆未来的发展愿景，夏谷暑雨给出的商业设计策略是：
个性化 Personalization
适应性 Adaptivity
拾取历史 Learn From History
交互 Interaction
叙事导向移动化 Narrative-oriented Mobile
混合现实技术 Mixed Reality Technologies
啤酒博物馆设置了诸多与啤酒相关的艺术文化装置和陈设品，参观者可以参与其中，获得沉浸式式体验，从中认识到啤酒制作的原料以及制作的过程，并了解到华润啤酒的历史与对未来的展望。
夏谷暑雨的设计愿景，是希望在保存啤酒厂历史碎片的同时，营造新的场景体验，构建“新”、“旧”对话场，在保持旧工厂遗留物可识别性的基础上，强化时间感，让新旧交融的情景装置设计带参观者穿越到彼岸的时空去......
The predecessor of China Resources Land Wuhan Beer Museum was the “Dongbeer Brewery” whose highest output value was among the top five in the country at the end of the last century. More than half of the output value was the pillar industry at that time.
In 1997, Dongxihu Brewery became a large-scale joint-stock enterprise with an annual production capacity of 370,000 tons, fixed assets of 730 million yuan, net assets of 440 million yuan, and annual profits and taxes of over 100 million yuan. In the 1980s and 1990s, the salaries of workers in the Dongxihu Brewery were among the highest among the major state-owned enterprises in Wuhan. A magnificent administrative building was built in the brewery, which overlooks the East Lake and the West Lake.
Dongbeer Brewery not only has a dance hall for employees to dance and socialize, but also Dongbeer Hospital, staff dormitories, canteens, swimming pools, shopping malls, cinemas and other infrastructure. The entire Dongbeer Brewery can be regarded as a "small society". A central place where East Brewery employees live and work. For the former employees of Dong Brewery, Dong Brewery is a place of "life", a "home", joys, sorrows, joys, ups and downs, bittersweet, salty, and all the flavors of life are tasted in Dong Brewery.
Chen Ercheng, the leader of Laodong Brewery, is a brewery built on the basis of Dongxihu Sugar Factory, which is the old factory area of Wuhan Snow Beer. In the years after that, the company has made great strides with the wheel of history...
In 2018, the brewery was relocated, and its development vision is to open up an innovative road in a new perspective and a new era of development on the basis of inheriting the glorious tradition, entrepreneurial spirit and struggle spirit of the old factory. At the CR Snow Hubei Regional Annual Meeting, CR solemnly introduced Chen Ercheng, the founder of Dongbeer, hoping to pass on and carry forward the entrepreneurial spirit of the older generation.
China Resources Snow's first bottle of pure raw wine, high-end Jingzun wine, super-high-end Facebook series beer, Xingyin Pavilion, which is inseparable from East and West Lakers in summer, honey beer and nourishing wine to meet individual needs are all produced in the original Dongbeer factory. .
Today, on the basis of respecting the 40-year history of Snow Brewery, Wuhan Twenty-Four City gathers the highlights of the city of Wuhan through cultural history, production technology, and beer entertainment - rich in business formats and complete community functions, including residential, Commercial, office buildings, community hospitals, sports venues, etc. Of course, it also includes the China Resources Land Wuhan Beer Museum that grew out of this land.
Based on this, in view of the future development vision of China Resources Land Wuhan Beer Museum, which is located on the former site of China Resources Snow Brewery, the business design strategy given by Xia Gu Shuyu is:
Personalization
Adaptive Adaptivity
Pickup History Learn From History
Interaction Interaction
Narrative-oriented Mobile
Mixed Reality Technologies
The Beer Museum has set up many beer-related art and cultural installations and furnishings. Visitors can participate in them and gain an immersive experience, from which they can learn about the raw materials and production process of beer, and learn about the history and future of China Resources Beer. outlook.
The design vision of Xiagu Shuyu is to create a new scene experience while preserving the historical fragments of the brewery, to build a "new" and "old" dialogue field, and to strengthen the recognizability of the remnants of the old factory. The sense of time, let the new and old blend the scene installation design to take the visitor to travel to the other side of time and space......
