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“建筑应充满想象力，生命力和创造力！琶洲三七互娱全球总部项目从企业文化内涵思考设计延伸至玩心之家创造快乐的概念将建筑形态、空间体验和通风采光、节能装配等因素协调平衡创造了丰富且属于企业独特的建筑美感，希望能为使用者们带来空间感知的愉悦和精神的振奋，以及对生活、工作场所的归属感。”

Architecture should be filled with imagination, vitality, and creativity. Rooted in and extended from the corporate’s cultural connotation, the concept of “home for fun-loving hearts where joy is created” integrates and balances the architectural form, spatial experiences, and factors including ventilation, lighting, as well as energy conservation in the 37 Interactive Entertainment Global Headquarters project in Pazhou, which has created rich and corporate-specific, unique beauty in its architecture. We hope that the design can bring its users joyful spatial perception, spiritual inspiration, and sense of belonging to their workplace and life in general.

—— 张国威 John Zhang（GWP主持建筑师，三七互娱全球总部项目设计总负责人）

▼概念手稿，Concept sketches © GWP Architects

▼视频，Video © GWP Architects

▼项目概览，General view © GWP Architects

建筑大师云集的全球总部集聚区
Agglomeration of Global Headquarters and Architectural Masterpieces

三七互娱全球总部大厦项目位于广州琶洲核心商务区，琶洲区位优势明显，与珠江新城、广州国际金融城隔江相望，构成广州中心城区经济发展“黄金铁三角”，未来将成为广州创新经济发展核心引擎。目前该区域已经成功引入阿里巴巴、腾讯、三七互娱、南方复星、唯品会、国美、小米、YY、科大讯飞等一大批人工智能与数字经济的龙头企业，并着力推进打造世界一流的数字经济示范区。

37 Interactive Entertainment Global Headquarters sits right at the heart of Pazhou CBD in Guangzhou City, a prestigious location with obvious advantage: Zhujiang New Town and Guangzhou International Finance Center are across the river, forming the “Gold Triangle” of economic development at the central area of Guangzhou and becoming the new engine for creativity and growth of the city in the near future. The district has successfully invited numerous leading enterprises in artificial intelligence and digital economy including Alibaba, Tencent, 37 Interactive Entertainment, Fosun (South China), VIP.com, Gome Retail, Xiaomi, YY.com, iFLYTEK, etc to settle in, and are dedicated to building a world class demonstration area of digital economy.

▼一江两岸黄金三角圈， “Gold Triangle” on both sides of the river © GWP Architects

▼项目区位，Project Location © GWP Architects

龙头企业的高度集聚带来总部建筑的集中建设，同时也吸引了一大批国际著名建筑大师的参与。如出自法国建筑大师让·努维尔(Jean Nouvel)之手的微信总部大厦、PCPA顶级建筑设计师事务所西萨·佩里(Cesar Peli)操刀的宝地广场、SOM设计的三一华南总部大楼、Gensler设计的复星南方总部、10 DESIGN设计的华邦国际中心等等。

The high degree of agglomeration of leading enterprises is accompanied by busy construction schedules of headquarters buildings, which simultaneously attracts renowned architects globally. Successful examples include WeChat HQ Building (Jean Nouvel), Baodi Plaza (Cesar Pelli, PCPA), SANY Group South China Regional HQ ( SOM), Fosun South China Regional HQ (Gensler), Huabang International Center (10 DESIGN), and more.

▼航拍图，Aerial view

三七互娱全球总部大厦项目地块位于琶洲西区琶洲大街西北侧，南临和睦家医院，北临城市绿地和华邦国际中心，东侧为三一重工总部大厦，东南侧为广东移动信息大厦，北侧300 米为琶醍啤酒文化创意区。基地内东北向为规划公园，视野开阔，尽览珠江美景。

全球TOP20上市游戏企业三七互娱秉承“给世界带来快乐”的使命致力于成为一家卓越的、可持续发展的文娱企业。为了满足企业的快速发展，满足未来6000+成员的办公需求，三七互娱于2020年8月启动了全球总部大厦国际设计竞赛，在全球范围内征集未来总部设计方案。GWP建筑事务所主持建筑师张国威带领团队与众多知名设计单位同台竞技，最终以“玩心之家，创造快乐”的设计理念胜出中标，并将为项目提供后续整体设计服务。

37 Interactive Entertainment Global Headquarters is located on the northwestern side of Pazhou Avenue, West Pazhou District, with United Family Hospital to the south, urban green space and Huabang International Center to the north, SANY Group HQ Building and Guangdong Telecom Tower to the east and southeast. Looking away from the site, the Pazhou Brewery Culture Creative District is just 300 meters to the north of the site, and a planned park is on the northeast which allows open view toward the beautiful Zhujiang River.

One of the Top 20 publicly listed gaming companies, 37 Interactive Entertainment, with its mission of “bringing joy to the world”, aims to become an extraordinary and sustainable entertainment company. In order to meet the fast-growing demands for office space of over 6,000 future employees, 37 Interactive Entertainment initiated the design competition in August 2020 to solicit design schemes globally for its future headquarters building. GWP Architects team led by Chief Architect John Zhang competed with many other renowned design firms and eventually won with the design concept of “home for fun-loving hearts where joy is created”. GWP will continue to provide comprehensive design services in the upcoming phases of the project.

▼效果图，Rendering © GWP Architects

从企业文化中构筑设计概念
Design from Corporate Culture

玩心之家，创造快乐 | “Home for fun-loving hearts where joy is created”

“玩心之家，创造快乐”的设计理念与三七互娱“给世界带来快乐”的企业使命不谋而合。三七互娱全球总部大楼，尊重员工体验、关注细节打磨，做走心的作品，将是企业与设计者刷新大众对“玩心”和“创造力”认知的又一成功项目。”

The design concept “Home for fun-loving hearts where joy is created” matches 37’s corporate mission “bring joy to the world” precisely. 37 Interactive Entertainment Global HQ respects employees’ experiences and focuses on details in order to bring forth products with dedication. It will be another successful example where the corporate and the designer refresh the public recognition of “fun-loving hearts” and “creativity”.

—— 三七互娱全球总部项目甲方负责人

▼企业文化解读，Interpretation of the corporate culture © GWP Architects

▼概念生成分析，Concept generation analysis © GWP Architects

出于对三七互娱企业文化的尊重与深度解读，GWP主持建筑师张国威将项目建筑的核心理念与三七互娱的文化产生共鸣，创造具有辨识度与功能性的外立面幕墙，承载着企业文化内核。设计思考从“玩心创造世界”为伊始，结合企业创始人的理念和企业特点，通过创新的手法将企业文化融入设计，形成一种有趣、和谐、开放创新以及凝聚共享的场所。建成后，三七互娱全球总部大厦将以其创新的外立面构造和内部空间为特色伫立在琶洲核心CBD区，传递出公司的使命和理念。

Based off sincere respect to and in-depth interpretation of 37 Interactive Entertainment’s corporate culture, John Zhang, Chief Architect of GWP team, brings resonance between the core architectural concept of the project and the culture of 37 Interactive Entertainment by creating an exterior curtain wall system both recognizable and functional to bear the core value of the corporate. Starting from the concept “fun-loving hearts creating the world” and with the founder’s ideal and features of the corporate, a common place that is fun, harmonic, open to creativity and sharing is generated through creative techniques that merge the corporate culture into design. After completion, 37 Interactive Entertainment Global will stand tall at the center of Pazhou CBD with its creative façade structure and interior space as features to convey the corporate’s mission and idea.

▼效果图，Rendering © GWP Architects

“三七互娱是由一群充满活力、创造力和富有社会责任感的团队创立和带领的，GWP的设计理念恰与三七互娱企业文化产生呼应和共鸣。这个高层建筑不仅融入了三七互娱企业文化特色，更充分平衡了功能、空间舒适、生态节能和装配建造等系列技术落地问题，最终荣幸赢得这次项目的竞标。”

37 Interactive Entertainment is founded and led by a team with energy, creativity, and sense of social responsibility, and its corporate culture just echoes with GWP’s design intention. This highrise project does not only involve cultural features of the corporate, but also balance the practical concerns over technical issues in function, comfort of space, ecology and energy, as well as assembly and construction.

—— GWP 建筑事务所，三七互娱全球总部项目团队

开放共享空间回馈城市
Open Shared Space

项目方案在整体思路上遵循琶洲总部片区的整体规划思路，出于对城市公共效益的考虑，在建筑首层让出公共架空空间，连通地块北侧公园绿地与骑楼空间。建设者希望建筑能成为人们在此城市生活的特别体验，体现城市的丰富多样性。项目首层增加24小时全天开放的公共活动空间，同时加强公共人行动线灵活性。于公共架空空间中，布置艺术楼梯、文化展示栏、城市艺术品摆放区、公共无障碍电梯厅、公共配套商业等公共服务设施，加强公共效益最大化设计，增加了项目的意义和价值。

▼分析图，Analytical diagram © GWP Architects

The project follows the overall planning guidelines of Pazhou HQ District on the high level. The ground level of the building is set back for public space that connects the green park and the Qilou’s corridor to the north. The designer hopes the building can bring the public unique experiences of urban life and reflect the rich diversity of the city. Public activity area is open 24 hours on the ground level of the project, which simultaneously enhances the flexibility of the pedestrian circulation. Artistic stairs, culture exhibition boards, urban-scale artworks display area, accessible elevator lobby open to the public, retails, and other facilities serving the public are located in the same area on the ground level, which maximizes the public benefits through design and adds values to the project.

▼效果图，Rendering © GWP Architects

理想的互动办公空间
Ideal Interactive Office Space

面对互联网类企业和人才团队，GWP将三七元素渗透到建筑室内空间，构建一种面向未来、以人为本、生动有趣的空间环境，创造丰富多元的空间体验和场所互动，让每一位在这里工作的人可以选择其最舒服工作方式。建筑二层设置了连廊与周边建筑进行连接，同时在建筑的高中低区各设置了特色公共空间。

▼各区特色公共空间示意图，Distribution map of featured common spaces © GWP Architects

▼功能分析图，Function analysis © GWP Architects

GWP spreads specific elements of 37 Interactive into the interior spaces of the building for the Internet enterprise and its teams, and constructs a space that is futuristic, people-oriented, and interesting. A wide spectrum of spatial experiences and interactions in-place are created to enable each single employee to choose his or her most comfortable working pattern. The second level of the building has corridors that connect to adjacent buildings, and featured common areas are distributed among different levels in the building.

▼效果图，Rendering © GWP Architects

低区的协作交流文化空间以阶梯形式连系三层通高空间，愉悦互动的交流体验，美妙惊艳的视觉感受，营造出更宽广的空间尺度，保证了空间的实用性和吸引力。

A cultural area for cooperation and communication takes the form of a staircase connecting three-level high space on the lower levels. It brings joyful interactive experiences, stunning visual beauty, and broader scale of space which all guarantee the space is both functional and attractive.

▼效果图，Rendering © GWP Architects

中区的健康运动空间里设置了一条环形慢跑跑道，融合了三七互娱的马拉松文化。还有通高趣味攀爬装置、活力健身运动空间和户外悠闲绿化平台，为企业和人员提供体验开放健康的运动活动场所。

Fused with the Marathon culture of 37, a ring track for jogging is set in the fitness area on the mid-level. There are also full-height indoor climbing wall, fitness room, and outdoor leisure terrace with greenery which provide employees with an active and healthy space.

▼效果图，Rendering © GWP Architects

顶层的活动中心面向珠江，打开全方位江景视线，配置精致生态绿植的设计和通透开阔视觉空间，打造出一种优雅愉悦的总部办公及商务体验。

Event center on the top floor directly overlooks the Zhujiang River, unfolding an all-round view to the river scenery. Together with the deliberate design of green plants and an open see-through space, it creates elegant and pleasant business experiences.

▼效果图，Rendering © GWP Architects

“多维”的绿化体系”
The Multi-Dimensional” Greening System

立体绿化360°螺旋型从下至上覆盖整个建筑，结合公共空间设置，可调节微气候，降低热岛效应，提供舒适健康的办公环境。立体绿化延续城市绿意，在高中低区分布不同的空中花园，以建筑语言续写城市生态足迹。

裙楼屋顶延伸周边场地的绿化景观，精心营造一个充满亲和活力与社交互联的休憩之园；顶层屋顶花园可品赏极致全方位江景视野，精致生态绿植的布置，通透开阔视觉空间，使它从一众办公楼中脱颖而出。

The three-dimensional greening system spirals up from ground level and wraps the entire building 360 degrees. Contingent to public space settings, it can adjust the micro-climate, reduce heat island effect, and provide a comfortable and healthy working environment. Three-dimensional greening is an extension of the urban greenery: its sky gardens located at different heights in the building expand the ecological footprint of the city using architectural expressions.

The greenery extends from the roof of the podium to the surrounding site, carefully creating a garden for leisure with senses of affinity and social connection. The stunning all-round rive view in the rooftop garden, deliberate layout of green plants, and open see-through space, all enable the building to stand out from its peers in the vicinity.

▼效果图，Rendering © GWP Architects

“ 这个项目在平衡建筑形体的同时需要满足总部人员的使用效率，在空调、电梯等核心机电处理上，需要克服一系列挑战。主持建筑师在每次重要节点会议中，对细节的严谨把控和对各专业高频率的沟通，是项目品质落地的关键。我们相信项目落成将成为该片区又一地标作品。”

This project needs to balance the architectural form and the usage efficiency required by the HQ employees. There are a series of challenges to be addressed for the core MEP systems such as HVAC and elevator. It is therefore crucial for the quality of completed works that the leading architect team has presented careful control over details and conducted highly efficient communication with all professional consultants in every milestone meeting. We believe this project will become another landmark of the district.

—— 赵海艳 Haiyan Zhao（三七互娱全球总部项目机电负责人，Aecom 董事）

▼立体绿化分析图，3D greening analysis © GWP Architects

灵活的平面模块化
Flexible Modularity

为了适应企业对于空间利用的灵活需求与不定期的功能转换可能，GWP设计了一套模块化的平面体系。在一个标准的长宽盒子空间中，制定出办公模块、会议模块和活动模块等，公共活动模块可根据需求布置上下层连通楼梯。标准层中各模块数量及位置可根据需求灵活调配。在办公模块中，又细化出活动室、阅览室、展览室、培训室、洽谈室和酒会室等功能，满足各种个性化功能需求与自由组合。

To meet the need for spatial flexibility of the corporate and make it possible to switch between functions irregularly, GWP has designed a set of floor plan modules. Office modules, conference modules, event modules and more others are formulated within a standard rectangular box space. Public event modules can be connected by stairs through lower and upper levels per requirements. Numbers and locations of each type of modules can be adjusted for different scenarios on typical floors. Detailed functions such as activity room, reading room, exhibition room, training room, conference room, and banquet room are further refined in the office module, in order to meet different needs for customized functions and free combinations.

▼标准层模块化空间示意图，Typical modular space diagram © GWP Architects

独特的立面模块化
The Unique Facade Modular

为适应岭南气候的特点，在建筑外立面上GWP设计了一种模块化的表皮系统。通过控制模块的组合方式，形成东疏西密的合理遮阳方式，保证室内自然采光并可减少太阳辐射，实现高效的节能控制。疏密的组合也展现出立面灵动的变化，在提升建筑节能的同时赋予了美学的魅力。

▼效果图，Rendering © GWP Architects

In order to adapt to climate of the Lingnan (South to the Nanling Mountains) region, GWP has designed a modular façade system on the exterior of the building. Different combinations of modules form the most reasonable shading pattern that is denser on the east side than the west, which guarantees sufficient natural lighting while reduces solar radiation and controls energy usage efficiently. Density variation also creates graceful effects on the building facades, endowing aesthetic charm while enhancing the building’s energy performance.

▼全方位景观视野示意图，Panoramic view of surrounding landscape © GWP Architects

▼模块化表皮示意图，Modular façade diagram © GWP Architects

▼效果图，Rendering © GWP Architects

“ 三七互娱全球总部在平面与立面上全方位的模块化运用，有利于缩短建筑工期、节省造价和保证建筑施工质量，是超高层建筑领域的一次创新尝试，也是行业未来发展的必然趋势。”

37 Interactive Entertainment Global HQ’s comprehensive use of modules in plan and elevation design helps reduce construction time and cost while maintain the quality of works. It is a innovative move for high-rise building design and construction, and also the inevitable trend for the industry in the future.

—— 李盛勇 Shengyong Li（三七互娱全球总部大厦项目结构负责人，RBS结构副总工程师）

▼效果图，Rendering © GWP Architects

▼总平面图，Site plan © GWP Architects

▼人行流线分析图，Pedestrian streamline analysis © GWP Architects

▼车行流线分析图，Vehicle streamline analysis © GWP Architects

▼一至四层平面图，Plan 1F-4F © GWP Architects

▼办公层平面图，Office floor plans © GWP Architects

▼立面图，Elevations © GWP Architects

▼剖面图，Section © GWP Architects

项目名称：三七互娱全球总部大厦
项目地址：中国，广东，广州
投标时间：2020年7月-2020年8月
投标结果：中标（深化设计中）
项目阶段：深化设计
用地面积：6427㎡
建筑面积：88974㎡
建筑设计：GWP Architects
源尚设计咨询（香港）集团有限公司
主持建筑师：张国威 John Zhang
业主单位：广州三七文创科技有限公司
结构设计：广州容柏生建筑结构设计事务所（RBS）
机电设计：艾奕康设计与咨询（深圳）有限公司（AECOM）
施工图设计：广州市设计院
主建筑材料：混凝土、钢结构、玻璃、铝板
GWP Architects
公司官网：http://www.gwp-architects.com/
商务联系：gwpbusiness@gwp-architects.com
媒体品牌：media@gwp-architects.com
招聘投递：gwphr@gwp-architects.com

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