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图石设计：“第一次看见不穿裙子的（女卫）标识诶！”
“好酷的洗手间标识啊！”
“终于见到传说中的长拖1958穿裤子的女生！”
……
ToThree: “Wow, the first time I saw a female washroom logo without skirts”
“such a cool toilet signage ”
“Finally, I saw the legendary Changtuo 1958 girl wearing pants”
……
▽“长拖1958”卫生间标识 Changtuo 1958 Washroom signage
▽小红书截屏 Xiaohongshu screenshot
在万科“长拖1958”的环境视觉设计中，设计师创造了一个现象级的热点，引发公众对一个卫生间标识的强烈关注，不仅带来了海量流量，甚至激发起人们线下去探访现场的热情。网络上这些鲜活热络的评论，不禁使人联想起苏联诗人马雅可夫斯基的经典名篇《穿裤子的云》。而以诗人为代表的、20世纪初的构成主义与未来主义文化思潮，也正是“长拖1958”以及它所身处的这个老工业城市的一部分文化底色。
In Vanke’s “Long Dragon 1958” environmental graphic design, the designer created a phenomenal hot topic, causing the public to pay strong attention to the bathroom logo, which not only brought massive traffic online, but even stimulated people’s enthusiasm for visiting the scene offline. These fresh and warm comments on the Internet make people can’t help but remind the classic poem of A Cloud in Trousers by Russian poet Vladimir Mayakovsky. Represented by this poet, the constructivism and futurism cultural trends in the early 1900s are partial cultural background of Changtuo 1958 and the old industrial city where the site located.
▽项目视频-设计概念表达 Video-Design Concept ©ToThree
在这个底色之上，设计师以独特的、具有时代意味的项目案名设计，结合厚重的工业风与波普艺术的特点，在场地入口形成宏大的场域，并作为“长拖1958”整体环境视觉的起点，开启了一场老工业基地城市更新的叙事之旅。
On this background, the designers designed a unique, and presenting the era project case name, combined with the characteristics of heavy industrial style and Pop art, and formed a magnificent field at the entrance. Start from the case name of “Changtuo 1958”, a complete environmental graphic system is fully engaged with a narrative journey of urban renewal in old industrial site.
▽长拖1958北入口 Changtuo 1958 North Entrance
▽设计稿 Design draft
一、曾经壮志凌云 Previous ambition
“长拖1958”场地内，展现新中国工业风貌的六栋混凝土桁架厂房，组成了一个庞大的工业遗产建筑群，它们的前身-长春拖拉机厂始建于1958年，曾是国内最大的轮式拖拉机生产基地，与洛阳拖拉机厂、天津拖拉机厂一起，支撑起建国初期的国家重工业架构。这里出产的东方红28型拖拉机畅销国内外，甚至被印在1960版人民币壹元纸币正面，这如同一张国家名片，同时代表着工业生产的国之重器与富饶辽阔的黑土地、北大仓，其重要程度也许可以比拟壹美元上的乔治·华盛顿吧。
In the “Changtuo 1958” venue, the six concrete truss factories that reveal the industrial style of New China, forming a huge industrial heritage building complex. Their predecessor-Changchun Tractor Factory was founded in 1958. It was the largest roller tractor manufacturing base in China. Together with the Luoyang Tractor Factory and the Tianjin Tractor Factory, they form the heavy industrial structure in the early days of the new founded PRC. The Dongfanghong type 28 tractor produced here is sold well at home and abroad. It was even printed on the front of the 1960 version of RMB one yuan currency. This is like a national business card and presenting an important tool of an industrial production nation and rich black soil and Beidacang. The importance may match George Washington on the US dollar.
▽1960版人民币壹元纸币 1960 version RMB of one yuan
▽3号厂房南立面再现原厂标志 South Elevation of No.3 workshop, original logo reappears
▽于细部中融入原厂标志的景观灯具 Landscape lamps that integrate the original logo in the details
▽形成线型序列的庭院灯 The courtyard lamp forming a line -type sequence ▽点缀在绿植中的草坪灯 The lawn lights embellished in green plants
回顾历史，新中国改变了千百年专制历史的阶级压迫与性别压迫，并通过国家力量，在政治、经济、法律等制度层面保障了男女平等、同工同酬等基本人权。时至今日，这些观念早已深入人心，成为全社会最广泛、最深层的共识。
“长拖1958”的卫生间标识并非简单的男女图形，而是采用叙事的方式，将这一段历史文化的时代演变，变幻成新旧两代人的形象，从工业生产到hip-hop街头文化，一条跨越时间的工装裤，暗示出时代主题的悄然切换。在这个近人尺度的细部节点，娓娓道出场地故事，也许就是路过时不经意地一瞥，人们就能从中看到自己与岁月的影子。
Looking back at history, New China has changed the class oppression and gender oppression of thousands of years of autocratic policy, and through national strength, basic human rights such as men and women at the same level of political, economic, and legal systems are guaranteed. Today, these concepts have long been deeply rooted in the hearts of the people and have become the most extensive and deepest consensus in the society.
The toilet signage of “Changtuo 1958” is not a simple male and female figure, but a narrative method to evolve the era of this period of history and culture into the image of the old and new generations. A Dungarees which crosses the decades from industrial age to hip-pop street culture imply the quiet switching of the theme of the times.
▽项目视频-设计概念表达 Video-Design Concept ©ToThree
▽有故事的洗手间 Washroom signage with stories
▽Flora & 翠花 ▽PANTONE新款-网红色
二、无奈过眼烟云 Helplessly in time change
随着20世纪末世界政治经济的结构变化，以及中国的改革开放，老工业基地在市场经济中悄然沉寂，曾经被激情和汗水辉映的火红年代逐渐烟消云散。在经历了90年代的停产下岗，2006年的破产关闭之后，长春拖拉机厂终于完成了它的历史使命，空遗颓圮破败的厂房，物是人非…
With the changes in the world’s political and economic changes at the end of the 20th century and China’s reform and opening up, the old industrial base silently faded in the market economy, and the fiery age of passion and sweat gradually disappeared in the fiery age. After the laid off in the 1990s, and bankruptcy and close down in 2006, the Changchun Tractor Factory finally completed its historical mission. The factory building is broken and defeated and became an empty heritage.
▽厂房遗址图片 Workshop historic site
▽项目logo用字体向历史溯源 Project Logo font was used to trace the source of history
▽方案阶段的模型推敲 Model thresh during conceptual phase
2020年万科对原拖拉机厂重新规划，进行保护性开发。两年后，一个充满活力的文创商业综合体“长拖1958”建成亮相，它以城市生活为出发点，整合工业遗产建筑、景观、艺术、文创、商业等公共资源，通过结构加固、空间创新等设计方式，创造出了活力四射的公共空间-城市客厅。红砖墙、林间道、霓虹灯、大滑梯、书店、餐厅、咖啡馆…，用时尚的商业策略将散落在岁月深处的城市故事重新拼合起来，将现代理念的生活内容置入工业遗产的建筑语境，连接、碰撞、交融、化合，充分释放老长春深厚积淀的历史光华，激活城市，焕发新生。
In 2020, Vanke re-planned the original tractor factory for protective development. Two years later, a dynamic cultural and creative commercial complex “Changtuo1958″ was opened to public. It took the urban life as the starting point integrated public resources such as industrial heritage buildings, landscapes, arts, cultural and creative industries, and business. Through the design methods such as structural reinforcement and space innovation, a dynamic public space-city living room is created. Red brick walls, forest roads, neon lights, large slides, bookstores, restaurants, cafes, etc., fashionable business strategies were used to re -integrate the city stories that are scattered in the depths of years. Living content of modern concepts was inserted in the industrial heritage architecture context, connection, collision, blending, and combining. It fully releases the historical glory of old Changchun’s deep accumulation and activate the city and rejuvenate.
▽北入口夜景 Night view of the north entrance
▽作为松林大道起点的总索引标识 Total index signage at the entrance of pine avenue.
▽界定北部边界的总索引标识 Total index signage at the north boundary ▽总图细部再现了建筑屋面关系与场地细节 General view details show Architectural roofing relationship and field details
▽意向丰富而功能完备的城市家具 Urban furniture with rich intention and complete function
▽形体关系塑造了方向感 Form relationship shapes the sense of direction ▽工业逻辑蕴含在细部构造中 Industrial logic contained in the detailed structure
▽设计稿 Design draft
▽被组织进建筑立面关系中的楼栋号标识 Building number signage been organized in the building facade
▽关照阅读视线的景观设施标识 Landscape facility signage which takes care of the reading view
三、归去来兮，意在青云 Coming back, towards higher clouds
工业遗址的城市更新，是当下中国城市发展的重要课题，它并不只是遗址本身的修缮与改造，更重要的是城市功能、生活内容的填充与导入，融入城市发展的整体趋势，化身成为市民文化生活中不可或缺的构成要素，才能实现更新改造最为完整的社会价值。
“长拖1958”的建设方在开发操作中有意强调各个专业设计风格的文化创意导向，将工业文化与当代艺术、现代设计相结合。在3号厂房改建的商业内部空间里，从天窗倾斜而下的阳光照耀着尺度恢弘的中庭，高大的榉树枝繁叶茂，场景化的设计模糊了室内外的边界，并减弱了大型空间封闭的压抑感。案名字体构成的公共座椅群组错落有致，既创造了生动的社交语境，又丰富了二层回廊远眺的视线。墙外行人墙里佳人笑，桥上看风景的人又成为别人的风景，“同时处在两个或更多的关系系统中的某一点具有透明性”1，模糊的空间成为多重意义叠加的场所，包容差异，激发创意，人们相会于此，城市流动于此。
The urban renewal of industrial sites is an important issue for the development of Chinese cities at this moment. It is not just the repair and transformation of the site itself. More importantly, to fill and introduce urban functions and living content, to merge with city development trend and to become indispensable element of urban cultural life so as to achieve the most complete social value.
The construction party of “Changtuo 1958” intends to emphasize the cultural and creative orientation of various professional design in development and combines industrial culture with contemporary art and modern design. In the commercial interior space converted from the No. 3 factory, the sunlight led by the sunroof shines in the magnificent atrium, the tall branches are leafy, the scene design blur the interior and outdoor border, and weaken the sense of depression of closed space. The public seat group composed of the case name has been staggered in good manner, which not only creates a vivid social language context, but also enriches the sight of the corridor on the 2nd floor. People walking outside the wall and laughing inside the wall. People looking at the scenery on the bridge became the landscape of others. “It is transparent at a certain point in two or more relations systems at the same time.”1 The vague space has become a place where multiple significance is superimposed, tolerance differences, inspiring creativity. People meet here, and the city flows here.
▽设计稿 Design draft
▽字体logo构成的公共座椅群组 Public seat group composed by case logo
▽一层商业索引标识 Business index on the 1st Floor ▽商业索引细部 Details of business index
▽二层商业索引标识 Business index on the 2nd Floor
▽一层商业索引标识 Business index on the 1st Floor
▽二层商业索引标识 Business index on the 2nd Floor
▽一层商业索引标识 Business index on the 1st Floor
▽卫生间导引标识 Bathroom Logo
为强化文创街区的空间气质，设计师为“长拖1958” 打造了性格鲜明的环境视觉体系，从项目品牌入手，依次拉通环境导示、城市家具、景观灯具等各个设计专项，直至散落在林间休憩空间里的艺术小品-亲鸟装置、故事匣子（打开门扫码听故事）等，充分挖掘长拖的历史文化资源，为市民带来丰富的文化艺术体验。
在环境视觉系统的基础层面，设计师在色彩、字体、信息编排、形体构成中强调了工业逻辑与构成主义风格，系统点位规划则注重层级设置与场地空间架构的同构性，工艺设计采用金属钣金、切割、烤漆等工业感强的材料与做法，既与遗址建筑形成对比碰撞，也与更新改造的部分彼此呼应。
To strengthen the space temperament of the cultural and creative block, the designers created a distinctive environmental graphic system, starting from the project brand, extends to various design specialties such as environmental signage design, urban furniture design, landscape lighting design, along with the art pieces scattered in the forest such as bird device and story box (open the door and listen stories by scanning QR code). It fully tapped the historical and cultural resources of Changtuo and brings a rich cultural and artistic experience to the citizens.
At the basic level of the environmental graphic system, Industrial logic and constructivism is emphasized in color, font, information arrangement and shape structure. The system planning is focused on the homology of level setting and spatial structure. Metal plate, cutting, baking paint and other industrial -strong materials and practices were used in process design which not only compare collisions with site buildings, but also echo the updated part.
▽楼栋号细部 Details of Building number
▽室外吸烟区，一个新的文明现象 Outdoor smoking area, a new phenomenon of civilization ▽松林大道上的故事匣子（打开门扫码听故事）Story boxes on pine avenue ( open door and listen to stories by scanning QR code) ▽林间的亲鸟装置 Bird device in forest
▽标识基础与景观铺装的精密衔接 Precise connection between signage base and landscape paving
▽标识施工工程记录 Signage production record
▽标识施工工程记录 Signage production record
▽标识施工工程记录 Signage production record
另一处值得称道的是标识施工单位在工艺上精益求精，准确地再现了设计师构想的实施效果。在生产加工的同时，施工单位派驻一名经验丰富的工程师长期驻场，及时协调安装落位的各种预留条件，严密配合项目管理方的施工管控，此磨刀不误砍柴功之举，有效地保证了现场安装的顺利进行，最终实现了环境视觉系统的各个节点高品质的完成度。
Another commendable is that the signage construction company is improving in technique, and accurately reproduces the implementation effect of the designer’s conception. During production and processing, the manufactory dispatched an experienced engineer staying on the project site for a long time, coordinating various reserved conditions of the installation timely, and closely cooperate with the construction control of the project management and effectively ensure the smooth progress of the on-site installation, and finally achieve the high-quality completion of each part of the environmental graphic system.
结语 Epilogue
“长拖1958”无疑是幸运的，它承载着新旧两段历史的时代特征，并将在未来的岁月中，重塑城市记忆。如何将一段昨日辉煌汇入城市更新的时代浪潮，为工业城市续写文化创新的新篇章？设计师们也是幸运的，他们以作品作出了一个马雅可夫斯基式的回答–
如果你同意，我愿成为温情脉脉无可挑剔的人，不是男人，而是穿裤子的云。
“Changtuo 1958” is undoubtedly lucky. It carries the characteristics of the era of the new and the old , and will reshape the city’s memory in the future. How to remit a period of glory of yesterday into the tide of the city update and write a new chapter of cultural innovation for industrial cities? The designers are also lucky. They made a Mayakovsky-style answer with their works
If you wish–I can be irreproachably gentle, Not a man —But a cloud in trousers.
▽不朽之灵魂，总在巨变前夕的黎明醒来 The immortal soul always wakes up on the eve of the huge change
注释 Comment:
1、引自《透明性》，柯林·罗和罗伯特·斯拉茨基，1964
2、引自《穿裤子的云》，马雅可夫斯基，1915
3、视频配乐向《持摄影机的人》、《混沌武士》致敬
Transparency Colin Rowe and Robert Slutzky, 1964
A cloud in trousers Vladimir Mayakovsky, 1915
Video background music pays a tribute to Man.with.a.Movie.Camera and Samurai Champloo
项目：长拖1958
地址：吉林长春
客户：长春万科
专项内容：环境视觉系统
设计管理：郑雪、赵欢、韩保刚、王牧洲、马维一、万俏
设计公司：图石设计
艺术指导：孙武
设计团队：刘文波、张琳娜、蒋旭慧、李强来、黄子笑
施工单位：天天精艺
工程管理：徐双且、陆正军、凡遐林、刘传标、沈恩飞
其它专业：E+UV、华东院、SWA、Studio10、DAS大森设计、九思、方二、尤艾普、英海特、铂诺客、汉都灯光、物喜
设计时间：2021.06
摄影：琢墨建筑摄影（标注图片除外）
撰文：孙武
Project: Changtuo 1958
Location: Changchun, Jilin Province
Client: Vanke Changchun
Content: Environmental Grahpic System
Design management: Xue Zheng, Huan Zhao, Baogang Han, Muzhou Wang, Weiyi Ma, Qiao Wan
Design company: Tothree Design Co.,Ltd
Art Direction: Wu Sun
Designers: Wenbo Liu, Linna Zhang, Xuhui Jiang, Qianglai Li, Zixiao Huang
Construction company: Tiantianjingyi
Engineering management: Shuangqie Xu, Zhengjun Lu, Xialin Fan, Chuanbiao Liu, Enfei Shen
Photography: Zoom Studio (Except for noted pics)
Edit: Wu sun
“ 设计师以独特的、具有时代意味的项目案名设计，结合厚重的工业风与波普艺术的特点，开启一场老工业基地城市更新的叙事之旅。”
审稿编辑：Maggie
更多 Read more about: To Three 图石设计
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