五一假期已过，

　　相信很多人都在旅途中度过了一个满意的假期。

　　然而，旅行对每个人来说有着不一样的意义，

　　给每个人带来的灵感也各不相同。

　　对设计师而言，体验当地民俗生活方式、

　　本土衣食住行...

　　不知不觉，从旅途中获取片刻的灵感。

　　回归设计、空间、人的关系，

　　设计师通过那些闪烁的火花，

　　让大众沉浸感受无法看见的风景。

　　今天，跟随HDGHOME云体验

　　印尼乐天美食街Lotte Alley

　　在印尼本土环境中

　　日韩文化所展现的共融与独特，

　　引入 MZ 一代所兴趣的元素，

　　展现以胡同印象为背景的时髦空间。

 

 

项目介绍|||

　　项目名称：印度尼西亚乐天美食街·Lotte Alley

　　设计面积：2190㎡

　　主创设计：Mr. Iron Kim(金铁俊)

设计背景|||

　　印度尼西亚乐天商业中心美食街装修改造前身为一个地下停车场，后经APEX设计团队的设计改造，为空间注入年轻能量。

　　Lotte Alley was renovated as an underground parking lot, which was later designed and transformed by APEX design team to inject young energy into the space.

 

设计理念|||

设计灵感主要来自于日韩商业街头文化，轻松、娱乐、年轻的休闲氛围吸引着年轻Z世代群体的注目

。在这里，可以打卡各种美食、娱乐演出、艺术展览，可以是朋友相聚的休息地，亦或来此单独放松....而设计团队最直接的意图在于，让本地居民体验、享受来自不同国家新奇、时尚、好玩的空间互动体验。

规划设计从色彩、空间布局、材质、设计元素、灯光...等方面综合考量，并从韩国炸弹酒烧啤“소맥”烧酒和啤酒的混合酒中汲取了灵感，将其释放到空间中，呈现出mix自由与年轻，次元文化与潮流变幻的无限魅力

。在印度尼西亚乐天商业中心，以日韩文化为外化，将潮流年轻的生活方式归还属于年轻人的地带。

　　Recently, HDG Indonesia has carried out the design and construction of the new spaces of the Lotte Alley, located on the LG Lotte Shopping Avenue Floor,inSouth Jakarta, Indonesia. The 2190 ㎡ space consists of an outdoor ambiance illusion, combining features that exist on the street in Korea and Japan, in the form of a downtown restaurant and stores, allowing the customer to experience fresh and new experiences withing an open and offline indoor space. Inspired by the wave of Korean and Japanese culture becoming very popular in Indonesia, the shopping alley carries visual andInstagramableJapanese and Korean concepts and aesthetics, guaranteeing each visitor to enjoy a unique and memorable experience.

 

　　乐天胡同的设计旨在为消费者体验创造一个“思维标记”，将韩国和日本的街头氛围集中于此，沉浸体验年轻的生活，消费，娱乐方式。市场预期针对家庭，青少年和儿童等群体，通过创建有趣的临时2D，3D和数字互动艺术装置作为吸引更多人的参与，同时满足商家的营销目的。

　　The design of the Lotte Alley aims to create a ‘mind mark’ for consumer experience, providing not only a shopping and dining area but also cultural and lifestyle immersion, bringing Korean and Japanese street vibes in one location, from the entrance to the exit at the back, including the signboards, bicycle props, public telephones, traffic lights, and the streets. The Market expectation is aimed at groups such as families, teenagers and children, by creating interesting temporary 2d, 3d and digital interactive art installations as a marketing strategy to attracting more people and to boost average sales.

 

　　<平面布局规划图>

 

 

年轻人的乐土—“原宿风”街区

　　乐天胡同的灵感来自韩国著名的人行道，在商业空间内的几步之遥沉浸于未来、科幻的氛围中，来到这就将进入新的空间序列。以胡同形式迎接大众的到来，充满故事画面的巴士站区，热闹的时尚店铺、美食摊位...从设计规划及元素运用上，试图再现多姿多彩，令人着迷的原宿画风场景。

　　The Lotte Alley, inspired by the famous footpaths in Korea, immerge the customers into a different atmosphere within a few steps inside the commercial space, into a new sequence of spaces. As one enters the Lotte Alley area, visitors are greeted by a bus stop area, with chairs and a route board, aesthetically reflecting the bus stop scene of popular k-dramas.

 

赛博工业风共享空间

　　从街道来到舞台共享空间，高显色的幻彩灯光自带吸引焦点，是热烈，冷静，也充满无限遐想...从闪烁的灯光传递更先锋的艺术表达。顶部上空安装定制的3D数字互动装置，大胆而前卫，让来到的人直观感受科幻、电音、迷幻的情绪共鸣。在印尼乐天商业中心，Lotte Alley让年轻人找到自己的娱乐放松归属。

　　The project sought to enable a continuation of the shopping malls original character which was based on exclusive materials and a hospitable atmosphere, translated into a new and contemporary materiality, transporting each individual to a whole new and exclusive shopping destination. This, in combination with the great spaciousness, gives a unique and pleasant ambience for the user, with the use of intense colours, powerful accentuations, applied to create a vivid image.

 

 

暗夜下的烟火气儿—便利店

　　没有了白天与黑夜的界限，环境中充斥着写着韩文的霓虹灯和广告牌，暗夜中环境里充斥着氤氲的电影氛围。该区域设立了不同的美食店铺、服装店、啤酒屋...暗暖的灯光，仿佛印象中街头巷尾飘荡着的袅袅炊烟，亲切而柔和。

　　The project, seeking to provide an overall experience through exquisite design, offering a wide range of dining venues and high-end boutiques. The shops retain their individuality through acting as theatrical openings in the wall whilst the restaurants transcend these lines and flow naturally into the shared spaces, aesthetically translated to appear a typical and traditional stores from Korea, including food stalls, tent shops, convenience stores, maximizing shopping, gastronomic, work and leisure experiences.

　　店铺的设计，吸收了烧酒、动漫、街头招牌等其他元素，通过夸张有趣的造型，令当地居民沉浸感受到多元多样的文化生活。不同含义的线条元素也被多次运用到整个场景内，一方面具有指引功能，自然地浸入共享空间;其次是夺目的黄色以及大面积的线条组合，冲击视觉感官。

　　Clean, fresh, flexible, the Lotte Alley mall is always full of fresh merged experience and events. Multiple decorative items and accessories also contribute to create this immersive experience for the visitors. From asphalt-looking pathways, Japanese red public telephones, pedestrian crossings and traffic lights, bicycles and other iconic element of the Japanese and Korean environments, the resulting space portrays an aesthetically pleasing design with unique logo signage andtenant backgrounds.

 

情怀复古—巴士站

　　用一种故事电影的质感，打造了巴士站区。摇曳的灯光，青春乐动的人群，让当下时刻，如同时光穿越般有趣，虽不曾到往却仿佛置身其中。巴士站座位区配有弯道镜、公交路线、巴士时刻表、座位和人行横道，卡通人物形象鲜艳的红绿色调，为这片安静、得以休息的空间增添个性。

　　The Lotte Alley, inspired by the famous footpaths in Korea, immerge the customers into a different atmosphere within a few steps inside the commercial space, into a new sequence of spaces. As one enters the Lotte Alley area, visitors are greeted by a bus stop area, with chairs and a route board, aesthetically reflecting the bus stop scene of popular k-dramas. The green bus stop seat area is completed with bend mirrors, bus routes, bus schedules, seats, and pedestrian crossings encouraging the full immersion of character upon entrance.

 

拍摄互动区

　　游戏、互动、拍照区域，增加了年轻人的使用频率和情感认同，让乐天商业美食街有了社交属性。多处运用了金属材质，意在体现科技感与未来感。从互动灯光装置、沉浸式数字艺术、图形广告牌的定期升级、雕塑装置，顾客的好奇心被激起，每个角落都变成了可以体验拍照打卡。通过有趣的互动体验设置，增添其娱乐性。

　　The interior of the mall is also highlighted by installation and artwork throughout the space, collaborating with current hype brands, cafés and famous pop-up booths, to create artworks and various promotional items. From interactive light installations, immersive digital art, periodic upgrades of graphic billboards, and sculptural installation, customers are aroused with curiosity, even from a distance, transforming every corner into a potential photo zone, and allowing visitors to forget that they are walking in the mall.