品牌影響力系列專訪

ARCHINA建筑中國(guó)作為行業(yè)資深聚合平臺(tái)，見(jiàn)證了中國(guó)建筑企業(yè)品牌的飛速發(fā)展。2021年底ARCHINA建筑中國(guó)發(fā)起了“最具品牌影響力建筑設(shè)計(jì)企業(yè)”評(píng)選活動(dòng)。通過(guò)渠道關(guān)注度、行業(yè)知名度及市場(chǎng)美譽(yù)度等多個(gè)維度研判甄選，運(yùn)用微信指數(shù)WCI、網(wǎng)頁(yè)項(xiàng)目閱讀量、同行數(shù)據(jù)調(diào)查表等當(dāng)下主流渠道傳播方式參考值，用實(shí)際數(shù)據(jù)支撐，分別評(píng)選出了境外TOP30和境內(nèi)TOP100優(yōu)秀建筑設(shè)計(jì)品牌。

NBBJ作為世界知名建筑設(shè)計(jì)公司，在各專業(yè)領(lǐng)域擁有很多成功的作品。合作客戶既包括亞馬遜、谷歌、微軟和三星等行業(yè)領(lǐng)袖，也包括牛津大學(xué)、麻省總院、紐約大學(xué)朗格尼醫(yī)學(xué)中心等公共事業(yè)機(jī)構(gòu)。NBBJ秉持“為美好生活而設(shè)計(jì)”的發(fā)展理念，始終堅(jiān)持通過(guò)謹(jǐn)慎細(xì)致的研究開(kāi)展富有同理心的項(xiàng)目實(shí)踐工作，力求打造富有動(dòng)感、充滿魅力的體驗(yàn)，從而扶持社區(qū)發(fā)展、提升健康福祉并踐行打造可持續(xù)未來(lái)的承諾。要深入探討NBBJ的企業(yè)品牌內(nèi)涵，側(cè)重于市場(chǎng)拓展和客戶運(yùn)營(yíng)的角度是必不可少的。為此，我們專訪了NBBJ資深協(xié)理、亞洲拓展負(fù)責(zé)人唐錦星先生。唐先生既是一位擁有規(guī)劃、建筑和室內(nèi)專業(yè)背景的設(shè)計(jì)師，也是一位商務(wù)專業(yè)人士。他深信良性的溝通是項(xiàng)目成功的一大關(guān)鍵，并始終致力于通過(guò)緊密的團(tuán)隊(duì)合作來(lái)促進(jìn)項(xiàng)目團(tuán)隊(duì)與業(yè)主方之間健康有效的溝通。

唐錦星

NBBJ資深協(xié)理、亞洲業(yè)務(wù)拓展負(fù)責(zé)人

?Gena Falzon, courtesy NBBJ

采訪人：范贇

ARCHINA 建筑中國(guó)副總裁、品牌研究中心總經(jīng)理

范贇：優(yōu)秀的設(shè)計(jì)企業(yè)品牌價(jià)值體現(xiàn)在哪些方面（比如對(duì)于行業(yè)、市場(chǎng)和客戶的價(jià)值提升）？

What are the brand values of excellent design enterprises (such as value promotion for industry, market and customers).

唐錦星：在NBBJ，我們深感榮幸能有機(jī)會(huì)在許多全球頂尖的項(xiàng)目上與國(guó)際領(lǐng)先的客戶開(kāi)展合作。我們相信，我們的項(xiàng)目與眾不同之處在于，我們既注重最大限度地發(fā)揮客戶成功的潛力，也注重為更廣泛的社區(qū)提升價(jià)值。在我們的所有實(shí)踐領(lǐng)域當(dāng)中，無(wú)論是設(shè)計(jì)企業(yè)園區(qū)、商業(yè)開(kāi)發(fā)、醫(yī)療設(shè)施或是公共中心，我們都會(huì)關(guān)注設(shè)計(jì)是如何提升每棟建筑的用戶體驗(yàn)。我們相信，建筑環(huán)境可以成為我們工作、生活和互動(dòng)方式發(fā)生轉(zhuǎn)變的催化劑。我們的目標(biāo)是將這些服務(wù)從組織機(jī)構(gòu)層面擴(kuò)展到用戶個(gè)體層面，使每個(gè)人都能更好地獲得自然采光、新鮮空氣和綠植視野，創(chuàng)造一個(gè)健康的環(huán)境，最大限度地發(fā)揮每個(gè)人的成功潛力。

We at NBBJ are very fortunate to have worked with global, progressive clients on many world-class projects. We believe what differentiates our projects is our focus on both maximizing the potential for our clients to succeed as well as adding value to the broader community. Across all the sectors of our practice, regardless if we are designing a corporate campus, commercial development, healthcare facility, or civic hub, we look at how design can enhance the experience of each building’s inhabitants. We believe the built environment can be the catalyst for a transformation in the way we work, live and interact with each other. Our goal is to extend these offerings beyond the organizational level to each inhabitant so that everyone can have greater access to natural light, fresh air, and greenery, creating a healthy environment that maximizes each individual’s potential for success.

深圳總部濱海大廈

? Tim Griffith

范贇：請(qǐng)問(wèn)貴司近年來(lái)在行業(yè)交流、技術(shù)研發(fā)和科技創(chuàng)新方面都做了哪些主要工作？

Over the past few years, what has your firm done in the fields of industry exchange, technology research and development, scientific and technological innovation?

唐錦星：作為設(shè)計(jì)師，我們始終懷揣著好奇心，努力地探索和提升我們的專業(yè)，不斷尋求物理空間設(shè)計(jì)的發(fā)展突破。為實(shí)現(xiàn)這一目標(biāo)，我們需要多樣化的視角和知識(shí)。長(zhǎng)期以來(lái)，我們一直致力于重點(diǎn)話題領(lǐng)域的研究和開(kāi)發(fā)，這其中既包括我們?nèi)蚩蛻簦ㄔ谕顿Y回報(bào)率方面）的關(guān)注重點(diǎn)，也包括與我們合作的城市及政府機(jī)構(gòu)（特別是在城市化和城市發(fā)展方面）感興趣的話題。我們聘請(qǐng)了一支橫跨神經(jīng)科學(xué)、發(fā)展策略、數(shù)字設(shè)計(jì)和建筑設(shè)計(jì)的多學(xué)科行業(yè)專家團(tuán)隊(duì)，不斷創(chuàng)新自身的設(shè)計(jì)成果。我們尤其感興趣的是復(fù)原力、健康福祉和包容型城市等話題。我們與領(lǐng)先的研究機(jī)構(gòu)合作，如：華盛頓大學(xué)、著名的神經(jīng)科學(xué)家麥地那博士，以探索物理環(huán)境的設(shè)計(jì)與人類健康之間的關(guān)系。我們最近的一個(gè)研究項(xiàng)目探討的是關(guān)愛(ài)生命的話題，以及如何通過(guò)自然聯(lián)系來(lái)改善辦公場(chǎng)所群體的身心健康。我們以研討會(huì)和會(huì)議等形式分享我們的創(chuàng)意，并將研究成果發(fā)表在我們的網(wǎng)站上。通過(guò)分享并邀請(qǐng)我們的客戶及合作伙伴開(kāi)展良性的對(duì)話，相信這可以對(duì)我們的行業(yè)和世界產(chǎn)生更廣泛的積極影響。

As designers we are continuously curious to explore and advance our profession and push the envelope of what is possible in the design of physical spaces. To achieve this, we need diversity of perspectives and knowledge. For a long time, we have been investing in the research and development of key topics that interest both our global clients (in terms of ROI) and also the cities and governments we partner with (especially on the topic of urbanization and urban development). We employ a multi-disciplinary team of industry experts across neuroscience, strategy, digital design and architecture to constantly innovate our design outcomes. Of particular interest to us are the topics of resilience, wellbeing and inclusive cities. We partner with leading organizations in research such as the University of Washington and the acclaimed neuroscientist Dr. Medina to explore the relationship between the design of physical environments and human health. One of our recent research projects explored the topic of biophilia and how the connection to nature can improve both physical and mental wellbeing in the workplace. We share our ideas at symposiums and conferences and our research is published on our website. Through sharing and inviting our clients and partners in a healthy dialogue, we believe we can make a bigger impact to our profession and the world.

南京生態(tài)科技島新緯壹科技園

? Paul Dingman

范贇：面對(duì)新基建新城建帶來(lái)的歷史機(jī)遇以及新科技帶來(lái)的產(chǎn)業(yè)升級(jí)，公司如何利用自身優(yōu)勢(shì)進(jìn)行戰(zhàn)略布局。在城市更新、建筑改造、新型辦公空間、TOD一體化設(shè)計(jì)等領(lǐng)域有哪些優(yōu)秀案例可以分享。

Facing the historical opportunities brought by new infrastructure and new urban construction and industrial upgrading brought by new technology, how can the company make strategic layout by using its own advantages. What excellent projects can be shared in the fields of urban renewal, architectural transformation, new office space, TOD integrated design and so on.

唐錦星：我們?cè)谠S多企業(yè)和商業(yè)類項(xiàng)目中目睹了開(kāi)發(fā)規(guī)模和選址的轉(zhuǎn)變。我們還注意到企業(yè)率先引領(lǐng)了橫跨全區(qū)的大規(guī)模綜合體開(kāi)發(fā)項(xiàng)目。此外，針對(duì)特定行業(yè)領(lǐng)域投資大型園區(qū)的商業(yè)開(kāi)發(fā)商正在從標(biāo)準(zhǔn)規(guī)格的辦公室轉(zhuǎn)向更有目的性和租戶針對(duì)性的開(kāi)發(fā)類型。開(kāi)發(fā)類型的邊界變得模糊起來(lái)，但共同的特征依然是開(kāi)發(fā)以人為中心的環(huán)境，幫助人們獲得發(fā)展成功。

We have seen a shift in scale and location in many of our corporate and commercial projects. We have seen corporations spearhead large scale mixed-use developments spanning a whole district. We also see commercial developers invest in large scale campuses that target a specific sector and are shifting away from a standard spec office into more targeted and tenant specific type of development. The boundaries of development types are blurring, and the common denominator is the development of human-centric environments that help people thrive.

許多組織和企業(yè)尋求通過(guò)新的標(biāo)志性項(xiàng)目擴(kuò)大其城市發(fā)展版圖，他們會(huì)更積極主動(dòng)地引領(lǐng)這方面的發(fā)展，同時(shí)也容易認(rèn)同選址及生活方式對(duì)于吸引頂尖人才而言是至關(guān)重要的。這種發(fā)展方式具有不可忽視的潛力，因?yàn)檫@些公司將其所在行業(yè)完全整合到城市肌理當(dāng)中。盡管我們正在國(guó)內(nèi)開(kāi)展此等規(guī)模的項(xiàng)目，但處于保密性原因，我們能夠分享的細(xì)節(jié)十分有限，但我們可以和大家分享近期的兩個(gè)創(chuàng)新型國(guó)際項(xiàng)目。

As many organizations and companies seek to expand their urban presence through new, iconic projects, they are more empowered to lead these efforts while recognizing that to be able to attract the best talent, location and lifestyle is important. This approach has insurmountable potential as these companies fully integrate their industry within the urban fabric. While we are working on projects of this scale in China, due to confidentiality, we are limited to share details, however we can share two of our most recent innovative projects from our global portfolio.

雖然城市企業(yè)園區(qū)通常是與周?chē)鐓^(qū)分隔開(kāi)來(lái)的，但位于美國(guó)弗吉尼亞州的阿靈頓亞馬遜總部（被稱之為PenPlace）卻逆勢(shì)而動(dòng)，開(kāi)辟了2.5英畝的公共開(kāi)放空間、藝術(shù)家駐地生活區(qū)，新建了辦公室和商業(yè)零售空間。通過(guò)打造一個(gè)充滿綠色生機(jī)的自然環(huán)境、塑造共享體驗(yàn)，并實(shí)現(xiàn)100%利用可再生能源運(yùn)轉(zhuǎn)的三棟建筑，設(shè)計(jì)方案將重新構(gòu)想未來(lái)辦公，更好地支持員工和社區(qū)的健康福祉。

While urban corporate campuses are often separated from their surrounding communities, PenPlace at Amazon’s Arlington Headquarters in Virginia reverses this trend, providing 2.5 acres of public open space, an artist-in-residence program, new offices and retail space. Through a lush natural setting, shared experiences, and three buildings that will run on 100 percent renewable energy, the proposed design seeks to re-envision the future of work, better supporting the well-being of employees and the community.

亞馬遜阿靈頓總部

? NBBJ

另一個(gè)項(xiàng)目是位于亞洲的韓亞銀行總部，其設(shè)計(jì)理念是認(rèn)為完成一天當(dāng)中的工作不應(yīng)當(dāng)使人感到身心俱疲、心力交瘁。這座總部的設(shè)計(jì)充分運(yùn)用了我們與麥地那博士的研究成果，通過(guò)創(chuàng)建一個(gè)具有修復(fù)力的工作場(chǎng)所，在建筑架構(gòu)和辦公空間當(dāng)中融入自然元素，從而使建筑空間和辦公環(huán)境變得靈活多樣，令人鼓舞。

In Asia, the Hana Bank Headquarters is a workplace designed around the belief that a day of work should not be emotionally and physically draining. The headquarters leverages our research with Dr. Medina to create a restorative workplace where nature is woven into the structure and offices are flexible, diverse and inspiring.

韓亞銀行總部

? Tomorrow AB

范贇：有機(jī)遇也有挑戰(zhàn)，契機(jī)伴隨著危機(jī)。當(dāng)前行業(yè)面臨更加復(fù)雜的從業(yè)競(jìng)爭(zhēng)，新冠疫情也給新一代設(shè)計(jì)師帶來(lái)了從業(yè)環(huán)境、市場(chǎng)新需求等方面的思考，作為優(yōu)秀的設(shè)計(jì)公司、團(tuán)隊(duì)，如何面對(duì)這些新的挑戰(zhàn)（差異化經(jīng)營(yíng)、精細(xì)化設(shè)計(jì)、細(xì)分市場(chǎng)等當(dāng)面）？

There are also challenges when meeting opportunities, and opportunities are accompanied by crises. At present, the industry is facing more complex competition. The COVID-19 has also brought a new generation of designers thinking about the working environment and new market demands. As an excellent design company and team, how to face these new challenges (differentiated management, refined design, market segmentation, etc.)?

唐錦星：新冠疫情的出現(xiàn)無(wú)疑加速改變了人們?nèi)粘Ｉ畹膽T例化需要。在美國(guó)，公司實(shí)體正在經(jīng)歷“大離職”時(shí)期，員工流失率創(chuàng)歷史新高。由于遠(yuǎn)程工作的緣故，企業(yè)在挽留人才和使員工重返辦公室方面面臨著嚴(yán)峻挑戰(zhàn)。為了應(yīng)對(duì)這一挑戰(zhàn)，工作環(huán)境必須更具吸引力，需要提供人們?cè)诩依锖茈y獲得的東西。在為此而打造的新型辦公場(chǎng)所方面頗有建樹(shù)的案例是位于亞洲的韓亞銀行新總部，作為后疫情時(shí)代的辦公產(chǎn)物，這個(gè)項(xiàng)目正在逐漸成形當(dāng)中。該項(xiàng)目充滿雕塑感的造型將自然元素和公共步道融入到工作場(chǎng)所當(dāng)中，并包含一座12層的公共帶狀公園，自下而上節(jié)節(jié)攀升。與此同時(shí)，充滿私密感的室內(nèi)角落和室外露臺(tái)則使員工得以隨時(shí)隨地開(kāi)展工作。

Covid certainly accelerated the need for change in our daily routines. In the US, companies are experiencing “the great resignation” where there are record breaking employee turnover rates. Due to remote work, companies are facing challenges to retain talent and to get people back to the office. As a response to this challenge, the work environment must be much more appealing and offer something people cannot easily access at home. A striking example of the new workplace taking shape in Asia is the new headquarters for Hana Bank. The project’s sculptural forms weave nature and public pathways into the workplace, featuring a 12-story public ribbon park that winds from bottom to top, while private alcoves and outdoor terraces allow employees to work anytime, anywhere.

近幾個(gè)月來(lái)，國(guó)內(nèi)疫情的影響也讓人們更加意識(shí)到，建筑環(huán)境需要適應(yīng)新的常規(guī)。例如，在需要封控建筑物時(shí)候，從著眼于未來(lái)的角度出發(fā)，我們必須考慮到建筑物內(nèi)的健康因素（衛(wèi)生設(shè)施、配套服務(wù)和供應(yīng)品倉(cāng)儲(chǔ)等），以及如何對(duì)建筑物進(jìn)行分區(qū)以實(shí)現(xiàn)局部封控。這樣的考量不僅可以提升人們?cè)跐撛诜饪仄陂g的體驗(yàn)，還可以通過(guò)僅進(jìn)行局部封閉，不影響其余部分的常規(guī)工作步調(diào)來(lái)最大限度地減少經(jīng)濟(jì)影響。

In China, in recent months, the impact of Omicron has also drawn greater awareness to the need for the built environment to adapt to a new norm. For example, as protocols require a building to be instantly locked down, looking toward the future, we must consider the health factors within the buildings (sanitary facilities, amenities and warehousing of suppliers) as well as how to potentially compartmentalize a building for a partial lockdown. Such considerations will not only enhance the experience of the people during a potential lock down but will also minimize the economic impact by allowing for work to continue with only partial closures.

深圳總部濱海大廈

? Tim Griffith

范贇：優(yōu)秀的企業(yè)需要穩(wěn)扎穩(wěn)打，更要高瞻遠(yuǎn)矚，對(duì)于設(shè)計(jì)行業(yè)的發(fā)展，有何期許與展望？

Excellent enterprises need to be steady and forward-looking. What are the expectations and prospects for the development of the design industry?

唐錦星：與許多其他行業(yè)一樣，設(shè)計(jì)行業(yè)正在經(jīng)歷一場(chǎng)動(dòng)態(tài)演變。科技的進(jìn)步、人類的期望以及行為的改變、全球化和城市化等諸多因素正在推動(dòng)設(shè)計(jì)行業(yè)進(jìn)入一個(gè)新時(shí)代。停滯不前是行不通的。我們需要研究如何更好地整合新創(chuàng)意，如數(shù)字設(shè)計(jì)、BIM、數(shù)字孿生、人工智能和虛擬智能技術(shù)等，使我們的客戶能擁有更省時(shí)、更具成本效益和更高投資回報(bào)的建筑，同時(shí)確保在硬性指標(biāo)之外，還能滿足軟性指標(biāo)，這包括健康和福祉、發(fā)展彈性、可持續(xù)性、人文意識(shí)和包容性等等。

The design industry, like many others, is witnessing a dynamic evolution. Disruptors such as technological advances, changing human expectations and behaviors, globalization and urbanization, to name a few, are propelling the design industry into a new age. Staying static is not an option. We need to look at how to better integrate recent innovations, such as digital design, BIM, digital twinning, AI and VI to provide faster, more cost-efficient, and higher return of investment buildings for our clients, while also ensuring that beyond the hard metrics, the soft ones are met as well: health and wellbeing, resilience and sustainability, humanism and inclusivity.

vivo智能手機(jī)總部

? NBBJ

從理論上講，建筑物可以延續(xù)數(shù)百年。從經(jīng)濟(jì)和可持續(xù)發(fā)展的角度來(lái)看，我們必須考慮它們對(duì)多種功能和不同租戶群體的適應(yīng)性和可重復(fù)利用性。過(guò)去，建筑會(huì)受到其系統(tǒng)的種種限制。這些系統(tǒng)通常按經(jīng)濟(jì)、結(jié)構(gòu)和機(jī)械等目標(biāo)進(jìn)行優(yōu)先排序。考慮到未來(lái)發(fā)展，隨著我們將人的因素置于這些優(yōu)先項(xiàng)的首位，這些系統(tǒng)務(wù)必要具備高度靈活性。一棟建筑可能一開(kāi)始被用作傳統(tǒng)的辦公室，但隨著租戶的變化可能之后需要在建筑生命周期中轉(zhuǎn)變?yōu)閷?shí)驗(yàn)室、多媒體室，亦或酒店。作為引領(lǐng)可持續(xù)發(fā)展未來(lái)的設(shè)計(jì)者和領(lǐng)導(dǎo)者，我們必須最大限度地利用建筑的基礎(chǔ)設(shè)施，來(lái)滿足多種多樣的功能用途需要。

Buildings are theoretically meant to last hundreds of years. From an economic and sustainable perspective, we must consider them to be adaptive and reusable for multiple functions and tenants. In the past buildings were limited by the constraints of their systems. These systems are often prioritized by economic, structural, and mechanical objectives. Looking toward the future, these systems must become highly flexible as we bring the human factor to the top of these priorities. A building might start as conventional office, but changes in tenants may need to convert it into labs, media, or a hotel in its lifecycle. As designers and leaders of a sustainable future, we must maximize a building’s infrastructure to fulfill a multitude of programs.

統(tǒng)一園區(qū) The Works

? Nick Guttridge