网红建筑的类型定义与破圈策略初探

Research on the Type Definition and Circle Breaking Strategy of Online Popular Architecture

随着科技与交通的发展,虚拟和实体空间中的时空距离被日益缩短。在网络流量和打卡消费驱动下,一批网红建筑顺利破圈,将建筑学和相关行业裹携进互联时代的浪潮中。破圈效应,将给行业壁垒相对坚实的建筑学带来怎样的冲击?本文首先阐述对建筑破圈传播现象的思考,并通过案例分析和类型学研究,对网红建筑进行分类定义。然后以“超级文和友”为例,分析其在物质环境上的独特机制和商业业态上的布局特点,进而总结出以破圈为目的的网红建筑在设计营造和营销推广等方面的基本方法。

With the development of technology and transportation,the space-time distance in virtual and physical space is increasingly shortened.Driven by internet traffic and new-type consumption,a number of Online Popular Architecture have broken through the circle successfully,which brings architecture and related industries into the tide of the Internet Era.What kind of impact will the circle breaking bring to the architecture?This paper expounds on the phenomenon that architecture is being widely spread everywhere,and defines different types of Online Popular Architecture through case studies and typological studies.Then it takes“Wenhoyo Superb”as the object of observation,analyzes the unique mechanism of the material environment and the feature of commercial form,and then summarizes the basic methods of design,construction and promotion to create an Online Popular Architecture with the purpose of breaking circle.