Located in the core area of Shenzhen Bao’an’s Jigang Mountain, which is home to high-tech manufacturing industries, the CR Snow Beer Headquarters is the eastern gateway to the city’s industrial city axis, and its redevelopment and industrial upgrade have important implications for all sectors. In an international competition organized by China Resources Land and China Resources Snow, Aedas’ design won first place.
Cities are containers of culture that give human form to the natural environment and perpetuate the human heritage.
In Shenzhen Baoan District has such a special plot, it is in the heart of the old Shenzhen people, as a synonym for Shenzhen, very characteristic contour accompanied them through the difficult years of struggle, youth will always have a part of the story related to it; while in the eyes of young people, it means always walk in the forefront of the times innovation position, an ideal work location. This was once the second factory of Kingway Brewery Baoan, now the headquarters base of China Resources Snow Brewery.
In 1990, Kingway Brewery was founded in Shenzhen, and its unique beer flavor, formed by imported German production lines, quickly opened up the market. 1997, the Baoan No. 2 plant, with its novel architectural shape and integrated with the garden, went into operation and became the only Class A industrial tourist attraction in Shenzhen.
The following year, Kingway Brewery set several domestic firsts and became a leading enterprise in the Pearl River Delta, with a market share of over 80% in Shenzhen. Kingway Brewery could be found on the tables of every household, at roadside stalls in urban villages in the evening, and in restaurants in the streets and alleys.
“Come to Shenzhen, drink Kingway” has become the most special memory in every Shenzhen drifting experience, the frustration of entrepreneurship, the joy of success, every emotional high point has the company of Kingway beer.
In 2013, Kingway joined China Resources Snow Brewery, the number one seller in the country. That year, China Resources Snow Brewery became the first company in China’s beer industry to exceed double 10 million tons and has continued to develop and innovate to go global, becoming the 79th in the global top 500 today.
From Kingway to China Resources Snow, behind this is not only the development of enterprises or the transmission of Shenzhen’s hard-working spirit but also the great changes in economic life. On the 40th anniversary of the establishment of Shenzhen Special Administrative Region, from a small fishing village to a global first-tier city, as a popular core city in the Greater Bay Area, its rapid development has attracted the attention of the world. However, at the same time, various urban problems and industrial development dilemmas under urbanization development are becoming more and more significant, which is not only a problem for Shenzhen but also a focus of attention for the whole country and the world.
The renovation and upgrade of CR Snow Brewery’s headquarters base combine CR Land’s many years of urban renewal experience with CR Snow’s industry-leading background, based on Aedas’ in-depth study of Asia’s high-density cities and Shenzhen’s local culture and society, to create a new model of city-industry integration, providing new ideas for urban renewal worldwide.
Based on industrial development and combined with the history and culture of the area, Aedas has proposed three core design strategies to create a new benchmark of industry-city integration under urban renewal.
Strategy 1: Renewing the spirit of the city – the transmission of historical memories and emotions
With architecture as a carrier, it is an excellent carrier to show the unique spirit of the city. Through the abstract condensation of elements, the architectural language naturally evokes the city’s memory and emotion, forming a silent connection between the past and the future.
Strategy 2: Innovative industrial platform upgrade – green industrial city “urban garden”
In response to the contradiction between the limited urban area and public space demand, we creatively break the closed pattern of traditional factories, introduce green landscape and public square into them, turn factories into open neighborhoods, integrate urban life into the factory environment, and form a green industrial city “urban garden” that attracts people.
Strategy 3: New benchmark of national beer consumption model – “Beer Town” under the upgrading of national consumption model
Leading consumption with culture, creating a social and interactive space closely linked to the event – “Beer Town”, forming a very bright and characteristic industrial chain, radiating the Greater Bay Area.
City Spirit Renewed
The city is the center of human spiritual and cultural activities, urban renewal is not a total overthrow from nothing, but a genetic continuation of the cultural lineage from something to something, Aedas selects the important symbols condensed in the city’s memory and reinterprets them with architecture, perpetuating the spirit in the development.
For Shenzhen, which has a short history of urban development, its spirit is condensed in the pulse of development and times. People from different cultural backgrounds from all over the world came together to fight and struggle under the opportunities of history because of their dreams, and their youthful writing made the development of Shenzhen and gave the city its unique spirit. And Kingway is one of the epitome of that era’s memory and spirit of struggle.
The fermentation tank site is abstracted and refined to form a unique visual symbol, forming a natural continuation of the city’s memory and citizens’ emotions. The design preserves the most profound memories of the site, using the fermentation tank site to build a direct connection between the past and the future, and abstractly refining it and reinterpreting it with architecture. The undulating towers, with rounded contours and simple but detailed curtain walls, resemble an upright fermentation tank, forming a unique visual symbol that naturally reminds people of the factory’s past, replicating the city’s memory in the hearts of citizens and continuing the spirit of striving in the development of CRRC. The simple outline and the very industrial architectural style show the style of the eastern gateway of the city’s industrial city axis, and in the human scale, it exhibits the beautiful vision of refined quality life.
Innovative industrial platform upgrade
Industrial upgrading is the core driver of the city’s innovation and transformation.
Based on CR Land’s vision of “innovation as the core potential”, “life as the development point” and “win-win as the value criterion”, Aedas has proposed a green City Garden” design concept.
Aedas hopes to break the inherent industrial model and shift from a single factory to a new highland of multi-functional composite industry, replacing the traditional closed industrial factory in the past with an urban garden-like green and open layout, turning the industrial base into a new urban neighborhood and realizing a new pattern of industry-city integration with green.
The innovation and upgrading of the industrial chain is also the key. From the traditional R & D manufacturing of a single industry to a new chain of R & D, manufacturing, big data, information technology, and intelligent industry in one composite industry.
Designed on the former site of the Snowflake Brewery, which has strong historical and cultural values, the design breaks through the traditional layout model and together builds an immersive open experience of industry-city integration: a subtle beer dining experience, a museum history introduction at the base of the headquarters building, a technology showcase in the R&D center, a tour of the craft brewery for tasting, an industry conference in the Future Center and a historical relic punch card in the Snowflake Plaza, etc., spreading the brand and value in every aspect.
The design empowers the new industrial upgrade with a green and livable environment. By shifting and adjusting the layout of the towers, an east-west vitality axis is formed in the middle of the area, and the Future Center Square, Celebration Square, and Fine Brew Square are set up, in turn, to create a large number of public spaces, forming a pleasant and cohesive urban core in a high-density urban environment with a large number of industries. Besides, with a large number of natural landscapes and waterfront fun experience along the Xinzhen River, it responds to the pattern of Baoan Mountain and Sea City, and at the same time, with the natural openness, it breaks the city boundary and forms a new urban neighborhood, gathering people.
A new benchmark for the national beer consumption model
The essence of urban renewal is the change of lifestyle, behind which is the innovation of concept, cultural influence, and change of consumption, Aedas hopes to use culture to lead the upgrade of consumption mode and use “Beer Town” to drive the change of lifestyle and provide a new immersive enjoyment experience for the public.
CR Land and CR Snow have always been committed to providing the public with a lifestyle of the highest quality. In the face of the national environment of upgrading the consumption model and the urgent demand for a new cultural consumption experience destination from the high precision talents and high-tech industrial bases around the area, CR Land needs a deep connection of lifestyle and space experience based on the innovation of consumption model. The “Beer Town” built by Aedas is the answer to everything.
The design is based on the theme of beer, creating a small town immersion experience in the core space of the area. The design plans for the Garden Road and Beer Street, which carry the international and independent beer brands of Snowflake, respectively, with the highlight of the design being the three public squares across the street. With ample space and giant screens, you can watch the exciting World Cup matches together or immerse yourself in the dynamic notes as a music festival venue, as well as hold offline competitions and watch the events up close… Colorful lights, noisy crowds, and enthusiastic conversations, accompanied by the fragrance of beer, form a new immersive life and enjoyable experience.
Based on cultural uniqueness, richness, and diversity, the space carrier will be created to upgrade and lead the new industry and mode of consumption. Invariably, exciting events and celebrations and seamless social interaction will be closely linked in the beer town, shaping a new non-seasonal beer culture center, and a new urban neighborhood with a concentrated beer theme will become a new business card of Shenzhen, with a unique architectural style and highly iconic outline, attracting tourists and beer lovers from all over the country and the world, driving the upgrading of the consumption industry chain, radiating the Bay Area, and leading The whole country.
|Name||China Resources Snow Beer Headquarters|
|Client||China Resources Land, China Resources Snow Beer|
|Lead Designer||Keith Griffiths, Chairman and Global Design Director; Yebing Wang, Global Design Director|
Editing and translation: @Ibo, ©️FULLDES authorized publishing, copyright from the Author, Image copyright from the photographer or Company
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