北京大钟寺国际广场项目推荐书

PresentedByAMALLInvestmentConsultationCo.,Ltd.禾田摩尔投资顾问有限公司17Jan2007DaZhongSiInternationalPlaza大钟寺国际广场项目推介书Contents目录zTheBriefzIntroduction-Location&BackgroundzTheConceptzTheDesign-TheArchitectureDesign-TheEnvironment&LightingDesign-Interiordesign&MerchandisingPlanszJoinUs!z指引书z项目概况-位置与环境z概念策划z设计构思-建筑策划-环境及灯光策划-室内设计及商业策略z加入我们！Brief指引书zThehingeoftransportation!Thehingeofculture!Thehingeofcommerce!--Precious,forScarcity交通枢纽！文化枢纽！商业枢纽！稀缺，所以弥足珍贵zTheCity-LifestyleCentre城市生活休闲中心zTheCommercialArchitectureSampleofthe21century二十一世纪商业建筑典范zTheOpeningNewCommercialBlockin21century二十一世纪开放式新商业街区PartOneIntroduction第一部分项目概况Introduction概况Theconstructionarea430,000sq.m.Thecommercialarea200,000sq.m.Thelandarea140,000sq.m.ThetotalinvestmentRMB3billion总建筑面积430，000平方米主体商业区面积200，000平方米总占地面积140，000平方米总投资达到3亿元人民币AndaccordingtotherulesoftheDevelopmentandReformCommitteeofPekingin2006,whichisrestrictingtodeveloplarge-scaleprojectofcommercialcentreinsidethe5thRingRoadinPeking.SoourprojectwillbetheOnlyOneoflarge-scalecommercialprojectinthenext5years.根据北京市发展改革委员会2006年的新规定，大钟寺国际广场将是今后5年内北京五环内仅有的五万平米以上大体量的商业项目。DaZhongSiinternationalPlazaissituatedalongPekingNorth3rdRingRoadinaveryprominentsite.Thedevelopingareaprominentsite.Thedevelopingareacomprisedof5parcelsoflandwhichamountto140,660sqm.ItisboundedbyaLightRailStationonitsEastandapieceoflandzonedasGreeneryattheWestwhichalsoformoneofthedevelopmentareas.Theentiredevelopmentcoveredastreetfrontageofapproximately600malongNorth3rdRingRoad.DaZhongSiinternationalShoppingPlazahencecommandsaveryprestigiouslandmarkalongNorth3rdRingRoad.大钟寺国际广场坐落在北京北三环路突出的位置上。规划用地共包括五个地段，总占地面积共计约14万平米。它的东端头紧邻大钟寺城铁站，西端头是一块绿化用地。整个项目北立面宽达到600米，因此大钟寺国际广场将是北京三环路上一处地标性建筑。Location&Background位置与环境Thehingeoftransportation交通枢纽Thereareavarietyoftrafficlinesaroundtheproject.本项目的立体交通线四通八达.Location&Background位置与环境ThehingeofCulture文化枢纽TheprojectislocatedinHaidiandistrictofBeijing,whichisfamousofits“university-road”.Therearemanyfamousuniversitiesnearby.Suchas:Pekinguniversity,Qinghuauniversity,etc.本项目坐落于北京高校云集的海淀区学院路，项目周边学府林立，如著名的北京大学，清华大学等。Location&Background位置与环境ThehingeofCommerce商业枢纽Theprojectguardstheintersectionofthethreecommercialareas：–XizhiMen-ITvillage-OlympicandAsiaOlympicvillage本项目扼守西直门，中关村和亚奥三大商圈的交汇点.重商云集，前景无限。AsiaOlympicvillage亚运村商圈ITvillage中关村商圈XizhiMenArea西直门商圈PartTwoTheConcept第二部分概念策划TheConcept概念策划Provide“DestinationforShopping,Leisure&Entertainment”TheCityCity--LifeLifestylestyleCentreCentre购物休闲娱乐为一体城市城市生活生活休闲休闲中心中心Dreams梦想WehaveauniqueopportunitytocreateadreamandforthefirsttimeinPekingcreateatrulyworldclassretailandentertainmentcentre,whichisaninnovativedestinationandcoolplacewherethecustomersandvisitorscanenjoyannewretailandentertainmentexperience.Wecallit“City-LifestyleCentre”.TraditionallyshoppingcentersinChinahaveevolvedfromDepartmentstoreformats,whicharenotspecificallydesignedtobeasuccessfulretailenvironmentorproposition.AndtheexistingshoppingcentreretailformatsinChinasustainabilitywillnotbeabletoaccommodatethelevelofchangethatisgoingtotakeplaceinthemarketoverthenext10years.Retailisbynatureeverychangingbusiness.AlongwiththeleisureandentertainmentindustrynottosaytheimpactW.T.O.entryandcurrentlevelofdevelopmentbeingundertakeninPeking.TheDaZhongSiinternationalPlazamustbeflexibletoaccommodatefortheenvironmentofrapidchangesthatwilltranspireinthemarketplace.这是一个难得的机会实践一个梦想，在北京创造出一个世界级的商业及娱乐中心。这将是一个全新的商业模式，使身在其中的消费者和游客感受一种全新的购物和休闲体验。我们叫她“城市生活休闲中心”。中国传统的购物中心是由百货公司模式演变而来,因而发展形成了并不成熟的环境及体系。现有的购物中心形式一定无法应付十年后的市场变化。零售业本就是不停变化中的行业，这与休闲及娱乐业也密不可分。中国加入世贸组织后，也对零售业起着重要的影响和推动作用。大钟寺国际广场将会灵活地去适应这个变化中的大环境。TheConcept概念策划TheConcept概念策划Mission使命PartThreeTheDesign第三部分设计构思TheArchitectureDesign建筑设计TheArchitectureforthebuildingcomplexwasdesignedbyworldfamousArchitectDentonCorkerandMarshallwhoarebasedinMelbourneAustralia.TheTotalBuild-upAreafortheDevelopmentamountto430,000sqm.Theseincludeoverall4-storyofbasementstructures,5-storeysofcommercialpodium,and3to5-storeysofofficeandcommercialstowers.ThekeyfeaturesforthearchitecturedesignisthedesignedofaPedestrianStreetwhichorganizetheaccesstothedifferentbuildingblocks,thecreationofasophisticatedcurtainwallfaçade,andthedesignametalfloatingroofwhichunifythemaincommercialblockstogether.整个项目的概念设计由澳大利亚墨尔本著名的建筑设计公司丹顿廓克马修建筑设计事务所完成，总建筑面积约43万平米，包括四层的地下结构，五层的地上商业建筑群以及三至五层的办公楼和商业楼。整个建筑设计时尚而人性化，亮点倍出：一条几乎贯穿了每栋独立建筑的室外步行街，时尚感与功能性兼备的玻璃及金属百叶幕墙，还有可以将真个商业区域巧妙相连的悬浮屋顶设计。Roofscape屋顶透视图TheArchitectureDesign建筑设计Itisaarchitecturewhichaimedtoprovideofvarietiesofcommercialandculturalactivitiesaswellassportandentertainmentfacilities.Andthemulti-valenceapproachtocommercialismwillwarrantDaZhongSiacuttingedgetocontemporaryshoppingcenterdesign.建筑设计本身就提供了偌大的互动空间用来举办各种商业和文化活动,例如各种体育竞赛及娱乐表演等。多元化的商业概念策划将使大钟寺国际广场在现代购物中心设计领域里成为一个前卫的作品。NorthView北面透视图TheEnvironment&LightingDesign环境及灯光设计ThelightingandenvironmentaldesignofDaZhongSiInternationalShoppingCenterattempttoreinforcethearchitectureofthebuilding.Itwillenhancenamelythemodernistic,simplistic,formalisticcharacteristicofthearchitecture.Thelightingandenvironmentaldesignalsoattempttorein