来自恺慕建筑设计对gooood的分享。更多关于他们：AIM Architecture on gooood
Appreciation towards AIM Architecture for providing the following description:

办公总部给人的印象大多是：城市地标、巨型大楼、繁忙且高效的。一个扎根城市边缘，靠近乡野的时装总部应该是怎么样？

When we think about an office headquarter, we think of a landmark, a tall building situated in a busy CBD. What if the headquarter roots on the edge of the city, one foot in the countryside? Could we embrace the rural qualities in this contemporary fashion headquarters?

▼视频，video ©恺慕建筑

2015年我们受邀设计一个公司总部：M园区。业主希望园区体现企业一直以来强调 “不同寻常”的基因及十分平民的文化，在两种充满反差的身份中找到一种连接：一种是中国城市化中的、迅速现代化的城市住民；另一种则是传统的，来自草根乡村，向往田园生活的怀旧者。

A few years ago, we were approached with this question. The request was a campus that celebrated the unique culture of the company, evoked the spirit of the brand, “Be different”, and created cohesion between two contrasting identities – that of the city dweller, the new urbane, modern China, and that of the traditionalist.

▼园区鸟瞰，campus aerial view ©Dirk Weiblen

我们的业主作为中国最早将时尚引进平民阶层的先驱，90年代时，品牌的初衷即是打破高端时尚和平民消费之间的界限，成为中国当代最早也是最受欢迎的休闲时装品牌之一。

为这样一位服饰品牌的先驱设计办公总部，我们希望建造的不仅仅是一个企业总部，而是一个可持续的未来园区。项目是位于迪士尼、浦东机场和上海市中心之间最后一块待开发为商业的农业用地，考虑到城乡的强烈对比，企业本身的身份反差，设计概念也逐渐清晰。

▼场地位置示意，location map ©恺慕建筑

This client has long navigated that tension, as one of contemporary China’s first and arguably most successful retailers. In 1995, the brand broke open the divide between the country’s working-class and previously inaccessible, expensive European fashion, and was at one point one of mainland China’s leading casual wear apparel brands.

The project isn’t simply building a new corporate headquarters, but building a sustainable future. Breaking ground on one of the last unbuilt expanses of land between Disney, Pudong Airport, and the heart of Shanghai, the project evolved over time into a careful meditation on contrasts, context, and ultimately, developing an agricultural landscape into a commercial one.

▼北区中心湖泊，the central lake of the north area ©Dirk Weiblen

我们决定强调 “反差”，并更加极端化。不同于通常将建筑体分布整个地块的做法，我们选择直接了当将园区划为清晰的南北两块：一边是楼宇环绕的高密度商业中心，一边是绿植环绕的乡村景观。

We needed to address the contrasts. So we did it in a way that only makes sense here: Head on. The campus was split into two landscapes — hard and soft.

▼场地平面和设计示意，masterplan & diagram ©恺慕建筑

北片区是绿色的，松散的及私密的，主要由一座图书馆、培训中心和总部办公组成。建筑灵感更多来自周边的乡村肌理和传统合院。乡村的回收砖应用在建筑立面中，通过肌理材质唤起乡土情感。中心是一个人工湖泊，一条曲折蜿蜒的小道连接着南北区域。

The soft scape is the domain of nature, growth, and sustainability. This area houses a library, training center, and an executive suite. The architecture is inspired by the textures of the countryside and more traditional courtyard homes. Nature is incorporated into the design through recycled brick evoking the rural vision. At the center is a lake, with a meandering path that connects the two areas.

▼建筑灵感更多来自周边的乡村肌理和传统合院 ©Dirk Weiblen
the architecture is inspired by the textures of the countryside and more traditional courtyard homes

白杨树环绕人行道和人造景观河，和郊区自然环境产生对话。两旁的绿植景观虽是生产规划的结果，却延续着一种集体社会时期对田园生活和共同劳作的自然愿景。

The natural environment – green trees bordering the water’s edge, water, hedge-lined pedestrian walkways – helps maintain the dialogue with the suburban environment, and sustains the vision of a living and working in a natural world.

▼河岸景观，water’s edge view ©Dirk Weiblen

与北面的乡村形成反差，在南面我们打造的是一个更高密度和开放的“城市”。业主期望的园区是一个自然结合工作和生活的多元场所。南面占据了大约三分之一的面积，拥有直面主道路的公共广场，模糊了私人办公和公共文化的边界。这座“城市”包括酒店、会议中心、旗舰店、办公楼、公寓及一个讲述中国服装文化及历史的服饰博物馆。

▼南区是一个更高密度和开放的“城市”，a more high-density area was created in the south campus ©Dirk Weiblen

On the other side, we created a more high-density area. The client envisioned his campus as a place where work and life happen in tandem. Using about a third of the space, this part will be much more public-facing, and further blurs the line between what is corporate culture, and what is simply culture. We recreated the texture of daily city life，there are hotel and conference centers, flagship retail stores, offices, apartments, and a museum dedicated to the history of clothing culture in China.

▼南区中央广场，public plaza in the south area ©Dirk Weiblen

▼博物馆，the museum ©Dirk Weiblen

▼耐候钢立面细节，corten steel facade details ©Dirk Weiblen

作为AIM迄今最大的项目之一，M园区代表的是一种极致的反差和融合。南北不同的景观似乎是对各自身份的宣言，单独地看，每栋建筑是独立的、谦逊的，拥有各自的设计语言，但通过有机的组织和肌理，我们希望最终带来社区的多样性，也是这个项目最大的乐趣。

Separately, the buildings are singular, modest, and contrasted. But the campus was created to be as diverse as the people who will use it. Taken together, the juxtaposition of a high density, urban commercial center and serene tree-lined courtyards with sun-splashed brick elicit a kind of tension that transforms the whole. Individually, each landscape is a testament to the power of identity. Together, the campus is a visual celebration of the diversity of community.

▼公寓楼，apartments ©Dirk Weiblen

▼酒店建筑，hotel buildings ©Dirk Weiblen

▼整体鸟瞰，aerial view ©Dirk Weiblen

项目名称：M园区
项目地点：中国上海
设计方：AIM恺慕建筑设计
设计总监: Wendy Saunders, Vincent deGraaf
项目经理: 王丹旸, 颜敏
项目建筑师：Javier Paz Taibo，周望舒，胡秀芝
设计团队: Jovana Petrovic, Jamie Fernandez Rosa, 丁晨，焦琰，连晨，刘超，秦璟，田乐，王宇扬，王威众，周迪锋
室内设计：Arpad Bercek, Byungmin Jeon, Michael Hankiewicz，Peichin Li，Sowon Lee，邓海文，黄骁鸣，李欣，吴星恒，王尤宝儿
功能：博物馆、图书馆、酒店、公寓、零售、创意工作室
服务范围：总体规划、建筑设计、室内设计
总建筑面积: 70 714 平方米
基地面积 : 56 571 平方米
预算: 4.5 亿元

Project name: M campus
Location: Shanghai, China
Architect: AIM ARCHITECTURE
Design Principals: Wendy Saunders, Vincent de Graaf
Project Management: Diane Wang, Lisa Ngan
Project Architect: Javier Paz Taibo，Vincent Zhou，Shirley Woo
Architecture Team: Charles Liu, Difeng Zhou, DingChen, Isabel Qin, Jamie Fernandez Rosa, Jovana Petrovic, Jiao Yan, Lian Chen,TimTian, Sophia Wang, Weizhong Wang
Interior Team: Arpad Bercek, Byungmin Jeon, Baoer Wang, Michael Hankiewicz, Heaven Deng, Leven Li, Peichin Li, Patrick Wu, Simon Huang, Sowon Lee
Program: museum, library, office, retail, hotel, apartments and creative studios
Service scope: master planning, architecture, landscape & interior
GFA: 70 714 sqm
Site area: 56 571 sqm
Budget: 453 million

Cooperating LDI: 华东建筑设计研究院有限公司 East China Architectural Design & Research Institute Co., Ltd.
Main Contractor: 舜杰建设（集团）有限公司 Shanghai Shunjie Construction （Group） Limited Company
Facade Contractor: 上海玻机智能幕墙股份有限公司 BRIGHT. Intelligent Curtain Wall Co., Ltd.

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