易县奶奶庙的启示

Inspiration From Grandma Temple,Yixian County,China

随着网络营销在商业行为中越来越重要,“网红”也会逐渐成为建筑设计任务书中的“硬条件”。是否能在设计中为建筑提供成为“网红”的营销空间,是未来社会对专注于形式和功能的建筑师提出的全新挑战,也是建筑设计在未来需要产生的重要附加值。本文以爆红网络的河北易县奶奶庙为观察对象,分析奶奶庙在物质环境上的独特机制和媒体传播文案上的创作特点,进而总结出以获取注意力为目的的“网红建筑”在设计营造和宣传推广等方面的基本方法。

With the increasing importance of Internet marketing in business activities,"Online Popular Architecture"will gradually become the"must do"in the architectural design task book.Whether it can provide a marketing space for architecture to become"Online popular"is a new challenge for architects which formerly focus their work on the form and function,and also an important additional need for architectural design in the future.This paper takes Grandma Temple in Yixian County,Hebei Province,as the object of observation,analyzes the unique mechanism of the material environment and the creative characteristics of media communication copywriting,and then summarizes the basic methods of design,construction,publicity and promotion of"Popular Architecture"with the purpose of gaining attention.