The Wonderful Building is the new “hardware” that technology companies are competing against

Bjarke Ingels Group (BIG) from Denmark should be one of the architectural firms that have received the most attention in recent years. Buildings designed by BIG are often screened on social media, using the architectural circles to describe it. It's not an exaggeration.

To build a factory of the future in the depths of a dense forest, build a garbage power plant integrating skiing, rock climbing, fitness and even a floating city, BIG's works can always bring people a concept of inspiration that breaks the norm. The founder of BIG Bjarke Ingels said this is because they always try to meet the "unreasonable" needs of their customers as much as possible.

"Yes is more." is a philosophy that BIG has always believed in. The insistence on idealism allows BIG to continue to create conceptual works. Recently, BIG's new works have become popular again.

Mobius "O"

When you first saw this building, what would you think of? Is it a huge Mobius ring, the "urinal" nicknamed by netizens, or the capital "O" in the OPPO Logo?

This OPPO Global R&D Building, which will be located in Hangzhou, is the latest work designed by BIG. It may be named O-Tower due to its unique circular structure.

The structure of O-Tower is similar to a cylinder that is cut diagonally. The highest point and the lowest point of the ring are horizontal planes parallel to each other, forming a "flip" curve like a Mobius ring. BIG explained this design. The purpose is to connect the ground and the sky through a curved surface to form a visual effect that loops infinitely in space.

According to the project plan, O-Tower will be located between a natural lake in Hangzhou and an open park of 10,000 square meters, becoming a new landmark building in Hangzhou.

For O-Tower's unique shape, netizens gave polarized comments. Many people think that O-Tower’s design is novel and unique, and its combination with the letter O is very clever; some people commented that it will give people strange associations from the concept map. After reading the description of Sauron’s Eye, I There is a lingering picture in his mind.

When explaining their design concept, BIG mentioned that the large slope of O-Tower is more for practical considerations. The oblique cut design can reduce the area of ​​the facade exposed to the sun, while ensuring maximum Indoor vision, so as to better use natural light and optimize energy consumption.

Considering how to reduce sunlight radiation as much as possible, BIG accurately calculated Hangzhou's light angle before designing the inclined facade. The combination of the unique inclination angle and the self-adaptive blinds on the facade can make O-Tower treat the sunlight heat The absorption is reduced by 52%, and glare, reflection and light pollution caused by large-area glass applications are reduced.

It is "BIG" to use innovative forms to combine architecture and ecology to create an ecological building that can carry more functions.

Not only paying attention to the uniqueness of architectural design, but also paying attention to the creation of ecological environment, this combination of design concept is becoming a new trend for technology bigwigs to design buildings.

Headquarters building composed of "tents"

Google, also one of BIG's customers, plans to build a new headquarters building in Mountain View, California, jointly designed by BIG and Heatherwick Architects. The project was first announced in 2015, and the capping work has now been completed.

The headquarters building area includes two closely connected large buildings and a larger volume a few blocks away. The content includes a park and plaza, a pedestrian street, and a retail store on the first floor.

A huge white tent roof is designed on the top of the building, which is eye-catching and has various functions such as adjusting the indoor climate, air quality and noise, as well as providing soft light inside the house. Because of its special shape, it is also called "smiling skylight."

Google has explained the architectural concept. Compared with fixed reinforced concrete blocks, lightweight and modular buildings have won their favor.

This concept runs through the design of "tents". For example, the temperature and humidity in the "tents" are controllable, and natural landscapes, coffee bars, and bicycle lanes can pass through these buildings.

Surrounding the conspicuous white tent buildings are greenery and natural landscapes. Different modules are scattered in various places throughout the park. The modules are closely connected because of the green loop that connects them.

In Google's view, there is no clear boundary between nature and architecture. The architectural design of the headquarters building is no longer a simple reinforced concrete proposition, it incorporates the company's pursuit and care, and a yearning for a harmonious and natural relationship.

Blue Factory's Spiral Building

Speaking of the "net celebrity" architectural firm, NBBJ, which has been favored by many major manufacturers including Tencent, Alibaba, and Samsung, has had a recent exposure rate that is not inferior to that of BIG. The blue factory vivo will build a 32-story building in Baoan District, Shenzhen The design of the new headquarters building was also led by NBBJ.

The 32-story tower is 150 meters high and has a spiral appearance. The building contains multi-level outdoor terraces and landscaped gardens, and the ground floor is used for vivo flagship store, commercial retail, restaurants and staff-only cafes. In the podium, indoor space is reserved for events and meetings.

In addition to meeting the needs of the company's daily operations, Robert Mankin, head of office space design at NBBJ, said that this design also incorporates thinking about elements such as nature, health and equality, with a focus on fluidity and sustainability.

The outdoor terraces in the building and the green plants in the landscape garden are based on the diverse ecology of Shenzhen as a reference. Each floor is composed of different types of shrubs and trees, thus creating a sense of transition from the forest to the top of the mountain.

With the rapid development speed, paying attention to the sense of natural law not only brings a good office experience to employees, but also reflects the company's emphasis on good natural relationships. The harmonious coexistence of man and nature will be the development direction of the frontier office environment in the future.

In order to meet the concept of sustainable development and "sponge city", the tower also uses underground drainage, surface runoff and water recycling to resist potential typhoons and flood crises.

In the design of vivo's headquarters building, we can see the general direction of the future building development. Natural relationships have gradually begun to be valued by big companies, and how to ensure sustainability and integration with local cities still needs to be continuously explored.

Amazon's "Matcha Ice Cream"

If you want to say that any building is out of the circle by virtue of its "ugly" image, then the latest Amazon headquarters building designed by NBBJ Architects must be on the list.

Located in Arlington, Virginia, the Amazon headquarters building has a pointed roof design. The transparent glass exterior is surrounded by a large area of ​​green trees. It looks like a giant drill just drilled out of the ground from a distance.

However, the reason why it is so impressive is that its image is intentionally or unintentionally very similar to the "emoji poop" symbol, even though it has a relatively green color.

Currently public information shows that the headquarters is similar to Google and is a park plan. And this spiral design building is one of the iconic existence. The building is about 30 stories high, with two external paths surrounding tree planting, and the plants are mainly local trees.

The official directly named the building The Helix (Spiral). The two external paths are like forest trails for employees to walk and breathe. It is planned to be open to the public for walks on weekends.

No lanes will be planned in the park. All lanes will be underground. On the ground, pedestrian trails, bicycle lanes, retail areas and restaurants will be the main ones.

Currently, The Helix has not officially started construction, but this plan has also become the focus of discussion. From this project, you can see the shadow of the previous Amazon Seattle office, and also emphasize the office environment coexisting with plants.

Why are major technology companies keen to build "wonderful" buildings?

Architecture is a carrier of culture, so for a large technology factory, a building that has been carefully designed and integrated into the brand concept is the best external display of corporate culture.

▲ Apple Park

The radical design of OPPO and vivo buildings gave the brand a bold and advanced image; Google and Amazon's ecological and humanistic construction also gave people the impression of inclusive and diversified enterprises; and the 100% sustainable energy utilization rate of Apple Park is Apple The most effective endorsement of social responsibility.

The originally boring office buildings have become new story carriers in the hands of various technology companies. It is not an exaggeration to call these buildings the largest "hardware products" created by technology companies.

The most telling story is probably the technology "religion" Sony.

For Sony, the building is not only used to sell emergency food, but also the best teller of Sony’s story.

In the 1960s, Japan was preparing to usher in a crazy asset bubble period. Tokyo's housing prices began to soar, and Sony announced that it would build an expensive building in Ginza, Japan's most expensive area-Sony Building (Sony Building)

The Sony Building adopts a modernist design style, and the simple design language is a model of modern architecture design.

However, in 2016, when the Sony and Sony buildings ushered in their 70th and 50th anniversary years, respectively, Sony announced the "Ginza Sony Park Project" to tear down the expensive Sony building and build a public park in Ginza. (Sony Park) and operated for 4 years before rebuilding the Sony Building.

Sony Park was completed in 2018 and officially opened to the public. Sony defines it as "a park that is constantly changing." In addition to the street-center park on the ground floor, the fourth basement floor also contains art exhibitions, trendy shops, and games. A variety of entertainment spaces such as restaurants, beer restaurants and bars.

Sony Park has experimentally opened up a quiet corner in busy Ginza, and by 2020 it has received more than 6.07 million tourists to the "pilgrimage."

According to Sony's plan, Sony Park will end operations in September this year and begin construction to rebuild the Sony Building in the new era. Although the design of the new building has not been announced yet, from its "seed" Sony Park, you can already feel the message that Sony wants to convey to consumers-Sony wants to create a warmer, more in line with the trend of the times, and more interactive New image.

Ai Faner once discussed the relationship between store shaping and product image in the article "The Store Is the Product". Brands such as Starbucks, Apple Store, and Hey Tea have brought closer the relationship between consumers and products through aesthetically-designed stores. More interactive responsibilities beyond "selling goods".

A maverick company building serves as a psychological anchor for consumers: an impressive building will give people a brand association, whether it is advanced or environmentally friendly, or cordial or great. Compared with tangible stores, distant corporate buildings psychologically "interact" with consumers.

▲ Apple Park

According to the diffusion activation theory of Cognitive Psychologists Collins and Loftus, consumers' impression of a brand is composed of many related associations, so brand extension is now one of the important economic means to improve brand equity.

To arouse consumers’ desire for curiosity and understanding of the brand, an iconic building that contains the company’s heritage and culture will be a good medium, just as a store sells tangible products, while a building sells tangible products. Intangible culture.

Higher and higher

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