一次宫殿园林的静谧之旅——记西安正荣紫阙台售楼中心设计

A Quiet Tour of Palace Garden——Discussion on the Central Design of Sales Center of Zhengrong Zique Tower in Xi’an

进入21世纪,中国商品住宅市场形成规模后,住宅建筑设计从粗放到集约,从大规模到小片区,经历了一个从住宅设计变成商品或者产品的过程。在这个过程中,为了将楼盘最快地呈现在消费者面前,售楼处设计充当了每个项目最先投放在市场上的排头兵。售楼处设计也从以前一个简单的售楼场所渐渐成为一个所见即所得的体验空间。售楼过程中,在设计师的安排下,消费者不知不觉经历了一场全身心的建筑空间精神体验,以达到最终促成消费的目的。本文以西安正荣紫阙台售楼中心设计为例,对建筑设计和售楼过程以及消费者心理流程进行阐述,描述一个售楼处的场所精神。

In the 21st century, since the scale of China’s commercial housing market has been formed, the design of residential buildings has experienced a process from extensive to intensive, from large-scale to small-scale areas, from residential design to commodities or products. In this process, in order to present the real estate in front of the consumers as soon as possible, the design of the sales office acts as the leader of each project first put on the market. The design of the sales office has gradually become a "what you see is what you get" experience space from the previous simple sales place. In the process of sales, the consumers unconsciously experience a whole-hearted spiritual experience of architectural space under the arrangement of the designer, which has achieved the ultimate goal of promoting consumption. Taking the design of the sales center of Zhengrong Zique tower in Xi’an as an example, this paper expounds the architectural design, sales process and psychological process, and describes the place spirit of a sales office.