商业设计 | 沈阳嘉里城歇马夜市，打造高品质的沉浸式商业零售体验

沈阳嘉里城歇马夜市

Kerry Shenyang Centre's Night Market

综合体，商业街区，场所营造，体验式商业设计

伍兹贝格香港工作室受嘉里建设委托担纲设计的沈阳嘉里城是一个大型综合体开发项目，位于沈城市区核心位置。整个开发项目以“生生不息，代代相传”为设计理念，旨在为沈阳嘉里城创造商业价值的同时，更带来社会价值，融入周边社区，打造独特的“嘉里协作社区”，来滋养和激活城市发展。

新近开业的歇马夜市，作为沈阳嘉里城商业综合体开发规划的一部分，位于嘉里城东区，是连通现有开发项目和未来三期嘉里中心的重要桥梁。

Woods Bagot’s Hong Kong studio is designing Kerry Properties’ Kerry Shenyang Centre – a large-scale mixed-use development in located at a prime city intersection of Shenyang, China.

The vision for the project – “lifetime lifestyle” – aims to add social values to the development in order to create a sense of connectivity to the surrounding community and activate the future growth of Shenyang city.

The XMT Night Market, which opened this year and was also designed by Woods Bagot as part of the overall development, acts as an important connection between the existing project phases and the future Phase 3 Kerry Shenyang Centre.

▲ 现有开发项目和三期嘉里中心（高亮标注）位置总览

Overview of Existing development and Phase 3 Kerry Shenyang Centre (highlighted)

歇马夜市将沈阳传统的街头烟火之气带回人们的生活，多元而沉浸式的商业零售体验，让这里成为沈城中心别具一格的打卡地标。

夜市的灵感源于在这片土地上生活和工作的人们生生不息的活力，伍兹贝格团队希望通过全新的体验式商业模式，打造出人们能够充分互动的社区环境，并保留和活化沈阳的地域文化。

Embodying the vibrancy of the street food culture in Shenyang at night, XMT Night Market has created a new entertainment destination in the heart of the city – enveloping visitors in an array of immersive experiences and creative retail formats.

Inspired through people who live, play and work in the area, the design ushers in a new paradigm for living and entertainment by forming an ambitious and dynamic community with easy access and connections to all aspects of life. Animated and teeming with life, the market is filled with offerings and activities that preserve the local culture – which are often missing in Shenyang.

▲ 歇马夜市设计概念效果图

Design Concept of XMT Night Market

伍兹贝格团队基于“场所营造”的商业设计策略，在 360 米长的街区空间内规划愈 160 多个餐饮、文创和娱乐品牌，并与街区公共空间和户外露台无缝衔接。这里既有品牌餐饮，米其林大厨的手艺和沈阳传统“老味道”，更有文创、非遗、艺术、街头文化和花植、萌宠等多元业态品牌入驻，形成一个多样化、充满创意而生机勃勃的社区。

Based on our proposed market placemaking strategy and planning, more than 160 brands of retail, food and beverage, cultural and entertainment settings have been placed along a 360-meters long alley, in combination with public spaces at the street level and on roof terraces.

Apart from well-known retail and food chains some with Michelin-star collaboration, there are also individual brands of handicrafts; creative and intangible heritage art; street culture influenced, horticulture, and pet related products. It is a fertile community filled with talents that formed the new cultural, leisure and entertainment precinct at the heart of the city.

街区中央主舞台以传统相声、本土音乐人的现场表演为特色，室外影院对面设计有木质阶梯、座椅和边桌，让人们在观影的同时享受街头美食，休闲和餐饮合二为一，户外影院的旁边则是一个开放的屋顶露台，这里作为街区公共空间的延续，既是游客聚会、社交的休闲场所，亦是品牌进行产品推广绝佳地点。

Offering traditional crosstalk shows and concerts by local musicians, the market’s main central stage radiates an Asian-influenced ambience. Similarly enticing, as outdoor cinema – which includes amphitheatre-style timber seating and neatly sized side tables – provides the best leisure and dining spot for people to enjoy the street food while watching featured videos on a large screen.

Next door, a rooftop terrace with an open common space acts as the continuation of public space for gathering, socializing, and for collaborative brand promotion events.

形式统一的外摆摊档沿主街两侧设置既可以满足丰富的活动需求，亦可帮助摊主展示产品和服务的同时创造出充满活力的人行步道式互动社区。整个嘉里城建成后，将成为沈城独特的社区地标和潮流生活方式目的地。

The standard vendor units are placed on both sides along the main alley way, showcasing their products and containing a vibrant community focused pedestrian precinct.

Upon completion of the Shenyang Kerry Centre, the project will be a special community landmark for Shenyang.