项目名称｜HEY TOWN 嘿糖-社区商业
Name｜HEY TOWN
面积 | 28000平米
项目地点｜中国北京
Location｜BEIJING/CHINA
业态 | 超市 / 餐饮 /集市 / 食堂 / 新零售体验 / 科技 / 阅读空间 / 生活美学 / 生活方式 / 社区生活
方案设计｜夏谷暑雨
Idea Design｜XIA GU SHU YU
商务 | 李宁 / 丁思奇
创意总监｜高文哲
执行设计总监 | 黑进朝
主案设计师｜李铎
项目组成员｜刘旭 / 谢金薇 / 刘立楠 / 胡哲铭 / 郭益明 / 李少华 / 罗志磊 / 段思伟 / 周志博
表现支持：夏阳工作室-邵伟
推广 | 周茜
城市在更新，商业在进化，
存量过剩，内容同质，人们的要求却越来越高，人们的生活越来越鲜活
所以，是时候关注下品质社区商业了
HEY TOWN 嘿糖
用主题商业设计思路塑造社区商业
“未来十年二十年没有电子商务这一说，只有新零售”
数据是人类第一次自己创造能源，而数据越来越值钱了
Cities are renewing, commerce is evolving,
With excess stock and homogeneous content, people's requirements are getting higher and higher, and people's lives are becoming more and more vivid
So, it's time to pay attention to quality community business
HEY TOWN
Shaping community business with themed business design ideas
"There will be no e-commerce in the next ten or twenty years, only new retail"
Data is the first time that humans have created energy by themselves, and data is becoming more and more valuable
借助数据的力量，我们希望营造一个”万物互联”时代下“抬头不见低头见的新邻里空间”，打造“社区寄宿地”— HEY TOWN 嘿糖
先有粉丝，再有生意
先建立一个社群，再造一个商场
With the power of data, we hope to create a "new neighborhood space where you can't see your eyes when you look up" in the era of "Internet of Everything", and create a "community lodging place" - HEY TOWN
First fans, then business
Build a community first, then build a mall
“社群建立”-先建立一个社群，再造一个商场
邻里空间的社群建立以区域内居民日常活动为主，每6000～8000套住户配套建设一个邻里中心，研究本区域居民共性特征与消费动机及目的，有目的的建立业态体系和招商策略，追求频次，增强黏度，有别于城市型商业体“大而全”的全品类业态组合。
“生活延伸体系“的建立
邻里空间以居住人群为中心，满足人们在家居附近寻求生活、文化社交的需要，我们打造了一套巨大的生活延伸体系。
菜场，超市，餐厅，是家里厨房的延伸;
MINI影院、娱乐、社交业态是家里客厅的延伸;
美妆店，美甲服务是家里卫生间的延伸;
书店、共享阅读空间是家里书房的延伸。
牙科诊所，健身房，理容工作室，宠物生活，mini仓是生活方式和自我生长需求的延伸
"Community building" - build a community first, then build a shopping mall
The community establishment of the neighborhood space is mainly based on the daily activities of the residents in the area. Every 6,000 to 8,000 households will build a neighborhood center to study the common characteristics, consumption motivation and purpose of the residents in the area, and purposefully establish the business system and investment promotion strategy. The frequency and viscosity increase, which is different from the "large and comprehensive" full-category business combination of urban commercial entities.
Establishment of "Life Extension System"
Neighborhood space is centered on the resident population to meet the needs of people seeking life and cultural socialization near their homes. We have created a huge life extension system.
Markets, supermarkets, restaurants, are the extension of the kitchen at home;
MINI cinema, entertainment and social formats are extensions of the living room at home;
Beauty shop, nail service is an extension of the bathroom at home;
Bookstores and shared reading spaces are extensions of the study at home.
Dental clinics, gyms, grooming studios, pet life, and mini warehouses are extensions of lifestyle and self-growth needs
“街坊食堂”是家里餐厅及厨房的延伸，一切围绕“街坊”，在这里可以逛“盒马鲜生”，可以逛菜市场，享受与老板娘讨价还价的乐趣，可以吃热气腾腾的早餐，也可以享受全世界的异域美味，可以找到配钥匙的小铺，也可以买到针头线脑，也可以作为小贩参加“嘿糖跳骚节”….
"Neighborhood Canteen" is an extension of the restaurant and kitchen at home. Everything revolves around "Neighborhood", where you can visit "Hema Xiansheng", go to the vegetable market, enjoy bargaining with the proprietress, eat a steaming breakfast, or enjoy the whole The world's exotic delicacies, you can find a shop with a key, you can also buy needles and threads, or you can participate in the "Hey Candy Flea Festival" as a hawker...
“生活家LAB“，在这里，我们希望每个人都是“生活的专家”把平淡不惊的生活过的活色生香……这里我们预留了大量的“POP UP”短租店铺，满足快速变化的需求和新事物的产生，“新零售橱窗”是空间的“立体杂志”结合无人看管销售的技术手段，打造主题新零售空间。
"Living Home LAB", here, we hope that everyone is an "expert in life" to live a life without surprise... Here we have reserved a large number of "POP UP" short-term rental stores to meet the needs of With the rapidly changing needs and the emergence of new things, "New Retail Window" is the "three-dimensional magazine" of the space combined with the technical means of unattended sales to create a themed new retail space.
“近邻空间“，是生活社交平台，享受阅读，享受时光，享受美味，享受生活……
"Neighborhood Space" is a life social platform, enjoy reading, enjoy time, enjoy delicious food, enjoy life...
我们通过精心布局，精准的对待每个空间，运用空间视觉策略与品牌形象视觉管理的手段理营造无边界的商业空间，在这里， 传统的商业公区似乎消失了，店铺之间无缝连接，除了视觉统一，主题明确，租赁面积占比达到75%。
Through careful layout and precise treatment of each space, we use spatial visual strategy and visual management of brand image to create a borderless commercial space. Here, the traditional commercial public area seems to have disappeared, and the shops are In addition to visual unity, the theme is clear, and the rental area accounts for 75%.
