Hazens Sales Center | Woods Bagot

"This is a space that goes beyond the traditional marketing and exhibition functions. We have broken the conventional mold of a marketing center and designed for the 'future' through cross-disciplinary integration. The goal is to ensure that the Hazens Sales Center not only meets current functional needs but also has enough flexibility to evolve into a destination venue that can adapt to commercial, office, and community development in the future. This will help transform Longgang into an eastern hub and upgrading from an industrial old district to a new livable highland"
Christopher Lye, Principal & Hong Kong Sector Leader - Retail

“这是一个超越单纯营销与展示功能的空间，我们打破了营销中心的固有模式，通过跨领域融合的设计方式，为‘未来而设计’，目标是让合正方洲未来中心在满足现有功能需求的基础上，能够具有足够的发展弹性，在未来转变为能够适应商业、办公和社区发展的目的地场所，从而助力龙岗打造东部中心，完成由工业老区到新宜居高地的更新迭代。” 伍兹贝格合伙人，香港商业设计总监赖嘉骐表示。

Hazens Sales Center 

A multi-functional sales centre that can be easily adapted for future use and anchored the future Longteng community.

合正方洲未来中心 -

立足龙腾社区未来发展的城市客厅

As early as 2016, Hazens Group commissioned Woods Bagot to conduct a master plan for Shenzhe Longgang Longteng Urban Complex. The project was not only rated as a "Shenzhen’s most important project" in 2016 but also subsequently shortlisted for the Global RLI Award for "Future Commercial Leisure Projects “in 2018 and won the "Planning and Concept Design" award from the Hong Kong Institute of Urban Design (HKIUD) in 2021.

早在 2016 年合正集团就委托伍兹贝格团队针对合正方洲（原龙岗龙腾综合体）进行总体规划，该项目不仅被评为当年的“深圳市重点项目”，还在后续入围全球RLI大奖“未来商业休闲项目”，并获得香港城市设计学会（HKIUD）2021 年城市设计大奖“规划与概念设计”优胜奖。

As a precursor to the implementation of the Shenzhen Longgang Longteng master plan, Hazens Sales Center is aimed to bridge the government’s regeneration vision of the future of the Longgang District to the local public. The building is standing by the Longgang River, embodying the unique atmosphere and temperament of the Longteng district. Woods Bagot took on the architectural design of the project with a focus on the "future of the Longteng Community" and the goal was to create a multifunctional marketing center which integrates urban living, exhibition hall, co-working spaces, and brand displays. Meanwhile, it can be easily adapted in the future to become a commercial, community and workplace nucleus for the district.

作为合正方洲总体规划从概念到落地的先导呈现，伍兹贝格担纲建筑设计的合正方洲未来中心，以“龙腾社区未来”为设计出发点，旨在向公众呈现政府对片区更新的愿景。整个建筑矗立于龙岗河畔，汇聚着龙腾片区独特的氛围和气质，是合正方洲集城市、生活展厅、共享办公和品牌展示等多元功能为一体的营销中心。因此如何展现合正方洲致力于打造“未来城市”地标和助力龙岗片区升级的愿景便成为伍兹贝格思考的核心和设计的起点。

The design team comprehensively considered the riverfront characteristics, community connectivity, and urban landmark nature in the architectural design. These elements were transformed into three interlocking volumes that blend solidity with transparency and represent the three different regeneration stages of the whole masterplan. A massive V-shaped structure elevates the entrance, offering visitors a unique arrival experience under the play of natural light and shadow, and enhancing the activation of the entrance plaza and overall spatial connectivity. The architecture of the building is designed to be long lasting and versatile to be converted to clubhouse and retail for the neighbourhood.

设计团队在建筑设计中全面而综合地考量了场址的滨河特征、社区连通性和城市地标性，并将其融合转化为三个大小不同且交互叠加、虚实相映的体块。每个建筑体量又代表着龙岗区不同时期的发展愿景。由地面抬高的巨大V形结构构成的悬浮入口则在自然光影的点缀之下，带给访客独特的到达体验，同时也以此来最大限度地激活入口广场，提高空间整体流动性和连通性。伍兹贝格希望该建筑具有可持续性，能够灵活适应未来功能转换的需求，在完成销售中心的使命之后过渡成为周边社区的休闲商业目的地。

The building facade is simple yet rich in variation. Each block adopts a different facade expression, highlighting its functional differences. The black box multimedia exhibition hall above the entrance is wrapped in minimalist white GRC panels, creating a "curtain" facade that symbolizes the imminent unveiling of a new future for the community. Its striking color and form contrast sharply with the adjacent glass facade, making it an excellent canvas for multimedia displays or light shows at night, exuding a strong sense of the future. The facade facing the Longgang River adds a water wave texture to the "curtain" design, making the volume appear light and dynamic, and echoing the river to form a beautiful vista.

建筑立面简洁而富有变化。每个体块都采用了不同的立面表达，在体现其功能差异性。入口正上方的黑盒子多媒体展厅采用极简的白色GRC板材包裹，形成 “帷幕” 形态立面，寓意龙腾社区崭新的未来大幕即将开启。突出的色彩和形态与相临的玻璃立面形成鲜明对比，亦是夜晚多媒体展示或灯光秀的绝佳载体，充满未来感。面向龙岗河的立面则在 “帷幕” 设计的基础上增加了水波纹理，既使得方正的体量轻盈而灵动，又和龙岗河遥相呼应，形成一道亮丽的风景。

Beyond the curtain, visitors embark on a carefully designed journey to experience the future lifestyle of the Longgang District. Upon entering the center, visitors can explore the black box multimedia space for a touch of mystery or proceed through the reception to reach the multi-story atrium space. The atrium, with its three-story height, features louvered skylights that absorb and control natural light, reducing energy consumption while creating a healthy and comfortable atmosphere.

揭开帷幕，访客将进入一段精心设计的探索之旅，体验龙岗区的未来生活方式。访客在进入中心后可前往黑盒子多媒体空间寻一份神秘，或者经过接待处到达跨层的中庭空间。三层挑高的中庭上方设计有百叶天窗，吸收并控制自然采光，降低能耗的同时营造出健康舒适的氛围。

A signature spiral staircase, symbolizing "Rise-up," is centrally located in the atrium, connecting different floors and areas, providing visitors with a 360-degree passageway. Visitors can walk down the spiral staircase to visit the large-scale model gaining a comprehensive understanding of the MLP for Longgang Longteng district. They can also visit the model rooms at the end of the building, then proceed to the business negotiation area under the guidance of sales staff to discuss specific matters. Finally, they can enjoy tea at the open bar while taking in the beautiful view of the Longgang River, concluding their pleasant journey.

寓意“腾飞”的特色旋转楼梯位于中庭的核心位置，连接不同楼层和区域，为访客打开一个360度全方位通道。访客可以通过旋转楼梯向下而行参观大型沙盘，全面了解龙岗龙腾的总体规划；也可以前往位于建筑末端的样板房、然后在销售人员的带领下前往商务洽谈区沟通具体事项，结束后还能够一边欣赏眼前的龙岗河美景，一边去开放式吧台享受茶点，结束这趟愉悦的旅程。

Credits
Architecture Firm: Woods Bagot

Lead Architects: Christopher Lye

CCDI (Local Design Institute)

PGA (Facade Consultant)

Photography: CreatAR
Website - https://www.creatarimages.com/

IG - https://www.instagram.com/creatarimages/?hl=en