OEZER Headquarter

門窗展示新思維.品牌核心再深化 With advanced thinking to strengthen the branding

 

歐哲革新-疫情之下的自我提升

OEZERlution: The self-enhancement under the pandemic

2020上半年面對新冠肺炎疫情襲來,各行各業都面臨巨大衝擊,從工商貿易到交通生活全面降緩,全球壟罩在活動停滯的陰影之下。疫情大幅度地改變了日常生活中人與人的交流模式,作為傳統建材家居企業的領導航者,歐哲門窗在對外商業行為趨緩的情況下仍努力對內自我精進提升,除了歐哲新園區的籌畫成立之外,舊園區與品牌5I系統也全面規劃升級,包括總部展廳重新設計,品牌識別系統中的理念識別(MI)、視覺識別(VI)、空間識別(SI)、產品識別(PI)、行為識別(BI)全新規劃等,力求在嚴峻的疫情之下透過自我革新、內化,開創下一個階段更高品味、高質感的歐哲新局。

 

In the face of the Covid-19 pandemic, all walks of life had suffered a huge impact in 2020. From commerce, industry to transportation, the world was stagnant as the pandemic drastically changed the way people interact with each other in their daily lives.

As a leader in the window & door manufacturing industry, OEZER was striving to step into the next phase of innovation through self-reinvention in such a challenging situation. They were not only focusing on the establishment of a new park but also upgraded the current buildings and the branding system. This includes the redesign of the headquarters, and the new planning of their brand identity among mind, visual, space, product, and behavior.

 

設計創新-斜向佈局與創想實驗室開展的設計新亮點

Design innovations: The tilted layout and LAB

本次歐哲總部展廳設計規劃,延續歐哲品牌由過去講求嚴謹、均質、高效能的「九宮格」分割設計邏輯中轉移,應用五代店策略中的五大主軸:斜向佈局、模糊性介面、多媒體場景互動盒、可開可閉的社交空間、設計師產品區,強調內化、重視設計的品牌新思維。室內藉由軸線轉移呈現的斜向佈局配置,一方面提升展廳空間的使用品質,另一方面也順勢增加了數個轉向後產生的小角落,創造出非預期的交流空間。從嚴謹的九宮格規劃到軸向偏移的斜向佈局,透過空間格局翻轉創造出許多不預期空間,這也體現了歐哲對設計創造的體認。展場中央特別設計歐哲創想實驗室(技術中心),這個綠色場域,如同從天而降的太空梭,將知識帶入人們的生活,技術實驗空間的出現,代表企業重視材質研發、使用者調研、產品升級、強化安全的使命與企圖。

 

The design planning of OEZER headquarters applied strategies of their 5th generation retail stores, emphasizing the advanced thinking of internalization and design. The five main characteristics including tilted layout, ambiguous boundary, multimedia interaction box, retractable social area, and designer product showroom.

To further enhance the quality of the exhibition hall, our team horizontally rotated the entire grid layout to a tilted state, which had successfully improved the efficiency of space usage and created several blank corners as unanticipated social spaces, perfectly reflects OEZER's understanding of design and creation. In the center of the headquarters, an experimental space—LAB, was set up to bring knowledge into people's lives. The appearance of a spaceship descent from the sky represented the company's mission and intention on material development, user research, product upgrading, and safety improvement.

 

多元互動-由空間形塑多元互動與品牌新形象

Diversified interaction: A new brand image constructed by space

展廳空間的入口處結合斜向佈局以退縮手法設計,擴大玄關營造的空間意象,讓三角形平面營造出獨特形象與高端的迎賓氛圍。室內有別於傳統以硬隔間區隔的商業空間,改以開放通透的設計手法,在室內植入展示之外的社交體驗,藉由開放式的空間分割,創造彈性、多樣化的空間介面,加上不同機能的設定使用,為展廳創造出可供休憩、交流、互動的社交角落。此外,展廳內與外的中介空間也巧妙地應用超寬幅落地門窗產品,將室外景觀延伸入室內,創造模糊內外邊界的視覺情境。立面設計則結合歐哲企業主色-永續綠與鋁合金灰,以灰黑色調、呈現豎向分割的鋼結構,及綠色金屬張力網面材,營造出嶄新、一致性的品牌視覺形象。

 

By combining a tilted layout and retreated border, the triangular entrance area of the building was enlarged to create a unique yet high-end atmosphere. Meanwhile, the interior space implanted social experiences besides the function of product displaying, differentiating it from the traditional commercial space with wall partition, also created a more flexible and diverse spatial boundary.

Overall, the user's various usage intentions provide a variety of possibilities for the interior space, while the exterior landscape extends through the extra-wide window of the intermediary area, creating an ambiguity divide. On the other hand, the building's facade implemented the brand color, with Evergreen metal mesh and Aluminum Black steel frame intertwined to present a fresh and solid visual image.

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