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迪安设计：当IP完成了从抽象到具象的跨越，作为潮流的化身、文化的载体、情感的记忆，尽数植入日常生活，萌化人心或是历久陪伴，皆是美好城市的一部分。—— 迪安设计
DEAN DESIGN：When IP moves from the abstract to the concrete, It becomes the embodiment of trends, The carrier of culture, and the memory of emotion, integrated in daily life. Whether it warms people’s hearts or accompany them for all time, It’s part of a beautiful city.——Dean Design
伴随着传统模式下的流量见顶，以及新型流量的强势涌入，景观领域亦迈入了“万物皆可IP化”的创作井喷期。于是，承载了城市面貌、品牌人格、在地文化、潮流引力等内涵的IP，越来越成为商业破局、破圈的一道独特风景线。然而，这道与景观产品相融共生的风景线，如果仅仅停留在风格或美学的层面，那么只能迎来昙花一现的遗憾结局。
在景观设计领域颇有盛名的迪安设计，作为早早投入于IP研发与定制的先行者，其深谙景观IP从概念到落地、从技术到艺术、从跨界到无界、从文化认同到情感共鸣的全链路创作体系，将丰沛的故事线与饱满的情绪感染力注入IP之中，以艺术之笔，抒绘“艺术-场所-景观-情感”的转换，最终实现环境的人文精神。
从湘江文化守护者「莉莉」，到潮趣小精灵「鲤鲤」、探索未知的小鹿「代号X-Deer」、栖于山野的「森之精灵」，以及翱翔于天空的鸟群、怀揣憧憬而眺望的女孩、富有童趣的蘑菇伞、腾云驾雾的骏马等，迪安设计笔下的每一个IP，都镌刻着在地文化的因子，充满了全龄友好的互动趣味，予人无限美好的记忆感知和高于预期的沉浸式体验。
With the peak of traffic under the traditional mode and the strong influx of new traffic, the landscape field has entered a period of creative explosion where “everything can be IP-ized”. As a result, IP, which carries the connotations of city face, brand personality, local culture, and fashion trends, has emerged as a distinctive setting for commercial breakthroughs. However, IP, symbiotic with landscape products, will last briefly if it solely focuses on style or aesthetics.
As a pioneer in IP research and development and customization, Dean Design, which is renowned in the landscape design sector, knows well the entire chain creation system of landscape IP from concept to landing, from technology to art, from cross-boundary to without borders, and from cultural identity to emotional resonance. By injecting abundant story lines and full emotions into IP, Dean Design strives to transform “art-place-landscape-emotions” with the pen of art, so as to ultimately realize humanistic spirit of the environment.
Each of IP by Dean Designs has been imprinted with local cultures and is full of interactive fun for all ages, from “Lily,” the guardian of the Xiangjiang River culture, to “LiLi,” the trendy elf, “X-Deer,” the curious deer, and “Forest Elves” living in the wild, as well as birds soaring in the sky, girls looking out of the sky with longing, the lovely mushroom umbrellas, and the steeds riding on clouds and fogs, etc. All give people unlimited beautiful memories and immersive experiences beyond expectations.
01. 景观IP故事化的起点在于文化认同与在地精神 The origin of landscape IP storytelling lies in cultural identity and on-the-ground spirits.
萌发、孵化、打磨、强化、落地，迪安设计在诸多景观IP的经验沉淀中，总结形成了一套完善而专业的研发、实践体系。在他们看来，一个项目如何提炼出IP，或者说一个项目能否提炼出打动人心的IP，要经过一段漫长的孵化期。
这期间，设计师将从各个维度去溯源人们与城市、美好生活之间的纽带，思索景观IP的故事化、拟人化或拟物化。其中最为根本的源点，便在于从广博精深的在地文化中，精准提炼出能代表这个项目的意象与符号，寻找能与项目定位、调性、精神相呼应的文化符号，最终经由艺术化的抽象与演绎，打造出生动的景观IP。
“孵化IP需要自上而下的产品思维，而不单纯是设计思维或工程思维。”迪安设计坚信景观IP故事化，必须有文化认同与在地精神强有力的奠基，就像构建一个生命一样，为IP注入深层次的故事线、丰富的情感和有趣的灵魂，演绎着欣欣向荣的当代景观图景。也因此，正如迪安所期待的那样，其作品不止于提高一代人的审美与生活方式，同时为社会创造附加价值，“也许哪天我们的IP作品，甚至有望成为城市精神文明的当代载体，这是我们最高的目标。”创始人展望道。
In the experience precipitation of numerous landscape IPs, Dean Design has compiled a set of sound and professional R&D and practise system that includes sprouting, incubating, polishing, strengthening, and landing. According to them, it will take a long time to incubate and create an IP that touches people’s heart in a project.
During this period, the designers will trace the bonds between people, the city and the good life from many perspectives, and will take into account IP storyline and personification. The most fundamental source is to accurately extract the imagery and symbols that can represent the project from the profound local culture, to find the cultural symbols that can echo with the project’s positioning, tone and spirit, and finally to create a vivid landscape IP through artistic abstraction and interpretation.
“Top-down product thinking, rather than simple design or engineering thinking, is necessary for IP incubation.“ Dean Design firmly believes that landscape IP storytelling must have a strong foundation of cultural identity and on-the-ground spirit. Just like developing a life, we should inject the IP with deep story lines, rich emotions and interesting souls, interpreting a thriving modern landscape picture. Therefore, as Dean expects, its works add value to society in addition to improving the aesthetics and lifestyle of a generation. “Our ultimate goal is that one day our IP works will become the modern carriers of the city’s spiritual civilization,” the founder anticipates.
莉莉文化IP形象作为这一主题故事的具象化，既是湘江地域的特殊文化符号，更是山水自然、本真生活的交点，传达着藏匿其中的深刻寓意：一方天地间，顺从本心，自由追逐理想生活的妙境。
Lily’s cultural IP image, which serves as the embodiment of this thematic story, is not only a unique cultural icon of the Xiangjiang River region, but also the interplay of landscape, nature, and real life, which conveys a profound meaning hidden therein: just follow your heart and pursue an ideal life freely.
以“蓝色星球探索计划”为故事背景，原本来自幸运X星，是一个编号为X2022的外星人。在一次星际巡航之旅中，身为勘测员的X2022由于丢失信号，意外落入神秘黑洞中，跨越数亿光年着陆至现在的地球。因其外形酷似地球的鲤鱼，所以被地球星人称为“鲤鲤”。
With “Blue Planet Exploration Programmer” as the story backdrop, X2022 is an alien from Lucky Planet X. During an interstellar cruise trip, X2022, a surveyor, accidentally fell into a black hole due to the loss of signal, and landed on the Earth across 100 million light years. Then it was called “LiLi” because it looked like a carp of the Earth.
初踏入这片陌生星球，鲤鲤便降落在长沙湘江周边的土地上。这是一座欣欣向荣、安宁祥和的城市，生活在此的族民，过着以家庭为单位的群居生活，他们同鲤鲤一样，天性可爱、活力自信，并勇于探索自己的热爱。在当代族民的带领下，鲤鲤很快融入其中，并跟随着新朋友，体验到了前所未有的崭新乐趣 —— 音乐、滑板、钓鱼。与此同时，鲤鲤自带锦鲤体质的技能，也将好运与福气带给了身边更多的人，令和谐、快乐充斥着这座城市的每一个角落。
When first stepping into this strange plant, LiLi landed on the Xiangjiang River area, Changsha, a thriving, peaceful city where the residents living in family units are energetic, confident, and brave to pursue their passions just like LiLi. Led by them, Lili settled in quickly and experienced the unprecedented fun and interest with new friends- through music, skateboarding and fishing. At the same time, LiLi, with its own lucky quality, brings fortune and good luck to people around, making the city full of harmony and happiness.
在IP视觉形象语言的塑造中，设计师直抵城市文化内核，从“潮趣滑板少年”、“创意吉他手”、“垂钓生活家”，立足当代审美视角，在风格上创新匹配年轻一代的新潮文化，衍生创设出多元的鲤鲤IP形象，象征着与自然和谐共处的美好理念，互通长沙湘江的过去与未来。
When shaping IP visual image, the designers emphasized the city’s culture core and draw inspiration from “hip skateboarders,” “creative guitarists,” and “fisherman” based on modern aesthetics, to develop new fashion culture that is compatible with the younger generation in terms of style. The diverse LiLi IP image created symbolizes the concept of living in harmony with nature, and links the Xiangjiang River’s past and future in Changsha.
02 景观IP拟人化的精髓，从流量之王，到全龄共鸣 The Essence of Personified Landscape IP, From king of traffic, to all-ages resonance
提及IP，无论雅俗，众人的印象里绕不开“爆款”二字。很长一段时间内，“爆款即流量，流量即价值”的单一商业叙事逻辑，影响着客户端的需求、设计端的呈现、访客端的体验，催化了无数的打卡胜地。相较于市场上要么视流量为洪水猛兽、要么为救命稻草的论调，迪安设计更倾向于将流量看作一把双刃剑，“有流量，意味着更广泛地触达了目标客群，让IP真正与消费者的情感记忆有效链接。而如果没有初始的流量，又何谈后面可持续运营时的留量。”
因此，迪安设计用平常心地看待流量，将更多的时间精力放在如何精进专业、统筹资源、跨界整合上，“我们相信只要把握住一个IP的核心，无论是商业的统筹、流量的转化还是归属感的强化，都是自然而然、水到渠成的事情。”
与此同时，为吸睛而吸睛却空无内核的IP设计，注定只能攫取一时的流量，而湮灭在时代的洪流之中。从流量之王到全龄共鸣，迪安设计赋予IP以美好的、创新的活力，以及更加富有想象力、包容性的内涵，实现环境、空间、产品及工程的高效协同，回归至对城市生活与生态本身的升华。
No matter how elegant or vulgar IP is, people always associate it with the word “popular” while discussing it. For a long time, the single business narrative logic of “Being popular increases traffic, which generates value” has influenced the client’s demands, design presentation, and visitor experience, resulting in numerous scenic spots. In the face of arguments in the market that traffic is either a flood or a straw, Dean Design prefers to see traffic as a double-edged sword: “Traffic means that the target audience is reached more widely, so that the IP is really effectively linked to the emotional memory of the consumer. And if there is no initial traffic, how can we talk about the retention in the later sustainable operation”.
Therefore, Dean Design considers traffic with an open mind and devotes more time and energy to refining the profession, coordinating resources and cross-border integration. “We think that as long as we understand the fundamentals of an IP, we can easily coordinate business, convert traffic, or strengthen a sense of belonging in a natural way.
At the same time, IP designs that are attractive purely but lack a core are doomed to attract brief attention and be swept away by the flow of time. From king of traffic to resonance of all ages, Dean Design provides IP beautiful and innovative energy, as well as more imaginative and inclusive implications, to realize the efficient synergy of environment, space, products and engineering, and improve urban life and ecology itself.
故事线的讲述，围绕代号X-Deer特工的一场星球冒险奇旅展开。设计师透过当代潮玩风格与科技风的交织，将观者引入未来生活的崭新语境中。深入至视觉形象语言的传达中，灵动酷帅的X-Deer IP形象，长着一双可爱鹿角，身着银色金属，融趣味、娱乐、创意于一体。其充盈活力感的造型，不断释放着超越景观视角的生活方式 —— 潮酷、趣味与独特。
The plot centers on the planetary adventure of codenamed X-Deer. The designers offer the viewer a fresh perspective on life in the future by fusing modern fashion and technology. With a pair of adorable antlers and dressed in a silver metal outfit, the X-Deer IP character blends fun, amusement, and innovation in the visual language. Its dynamic form unleashes a cool, fun, and distinctive lifestyle that transcends the landscapes.
IP故事线围绕一场森林守护计划展开。主角Selina与跳跳是来自原始橡树森林的两个精灵使者，它们栖息在此已近百年，共同用魔法默默守护着这片的令其热爱至深的家园。这一面积达万亩的橡树森林，原本是一片葱郁苍劲的丛林，步入其中，灌木藤蔓纵横，植物馨香四溢，处处皆景宛若童话。直到有一天，森林里突然升起了一团诡异的灰色雾气，因烟雾蔓延愈来愈浓烈，导致树木们无法享受到充足阳光。
于是，Selina与跳跳精灵飞到烟雾中心，发现有一批外来入侵者正在纵火烧林。两人在运用魔法将这群人赶走后，因法术消耗量太大身体变得愈来愈虚弱。但为保护植物们的生存环境，它们便从各处采集肥沃泥土，覆盖住受伤或枯萎的植物伤口。直至春天来临，万物苏醒，树木重长新芽，橡树森林也恢复了久违的平静。
The IP storyline revolves around a program to protect forest. The main characters, Selina and TiaoTiao, are two elves from the virgin oak forest. They have been inhabiting here for nearly a hundred years, silently using magic to protect their home that they adore. This 10,000-acre oak forest was once a lush jungle, like a fairy tale with bushes and vines and plant fragrances everywhere. Until one day, the forest had been covered in a peculiar grey fog, which prevented the trees from getting enough sunlight as the smoke grew more strong.
Therefore, Selina and TiaoTiao flew to the centre of the smoke, finding a group of alien invaders setting fire to the forest. After using their magic to drive the group away, the two became increasingly weaker due to large energy they consume. But they still worked hard to gather fertile soil from everywhere to cover the wounds of the injured or withered plants, in order to protect the living conditions of plants. Until the spring is approaching, when everything awakens, and trees begin to sprout again, the oak forest regained its long-lost peace.
从景观廊道、主题花园到公共活动区，「森之精灵」Selina和跳跳穿梭在不同尺度的“生活剧场”中。作为守护自然的使者，它们围绕在穿行于此的观者身边，以由形象延伸而出的亲密感染力，令人们收获愉悦的同时，更感知到“城市”与“自然”的无间共生。
From landscape corridors, themed gardens to public activity areas, Selina and TiaoTiao, the “elves of the forest”, are present in the “theatre of life” at different scales. As the guardians of nature, they surround the viewers as they walk through the site. They make people feel joyful while sensing the harmony between “city” and “nature” thanks to their intimate and contagious power obtained from their visuals.
03. 景观IP无界共生，可持续赋能商业，愉悦生活 Landscape IP Unbounded Symbiosis, Sustainably empowering business and delighting life
从0到1，从1到无限，迪安设计抓住了景观情景化营造和装置体验设计服务的重点，深谙IP与超级IP的裂变之道，IP设计之路走得可谓顺风顺水。追想其差异化优势，强大的综合型实力无疑是首要。
多年发展，如今的迪安设计不仅业态丰富，多元跨界，是一家整合景观设计、IP策划、产品设计、工程管理等多方资源的综合设计服务商，为城市公共空间、商业街区、儿童乐园、运动场地及地产设计提供专业服务，同时基于多年的IP研发与实践经验，其作品展现出艺术创造、科技智造、人文焕新的光辉，让城市文化与生态环境和谐共融 —— 当代、前沿、理性。
“艺术愉悦生活，始终是我们打造IP的初衷。在存量时代同质化的市场下，IP背后的趣味性、互动性、可持续性，某种程度上决定了景观生活化、场景品质化、家具雕塑化、环境宜人化等目标能否达成。”创始人阐述道。
在具体的设计中，迪安设计透过艺术IP化的提炼与IP故事化的再创造，整合资源构建多元跨界的产业链体系，让场地研究、主题营造与故事线运行维持着高于市场的水准，并不断挖掘超越景观视角的生活方式，为城市人居空间构建独一无二的人文关怀体验，全面推进景观友好型社会的可持续实践。
From 0 to 1, from 1 to infinity, Dean Design has grasped the focus of landscape scenario creation and installation experience design services. Due to its understanding of the transition from IP to super IP, its road to IP design is quite smooth. Strong comprehensive strength is undoubtedly the most important factor in terms of its differentiating advantage.
With years of development, Dean Design is not only a rich and diversified cross-border business, but also a comprehensive design service provider that integrates landscape design, IP planning, product design, engineering management and other resources, providing expert services for urban public space, commercial streets, children’s playgrounds, sports venues and real estate design. Meanwhile, thanks to years of IP R&D and practical experience, its works feature artistic creation, intelligent manufacturing, and humanistic rejuvenation, making the urban culture and the ecological environment coexist in harmony – in a contemporary, cutting-edge, and rational manner.
“Our original goal when building IP was to “enjoy life via art. The enjoyment, interactivity, and sustainability of the IP somehow determine whether the objectives of landscape living, scene quality, furniture sculpting, and pleasant environment can be realized under the homogenized market of the stock age,“ said the founder.
In the specific design, Dean Design has integrated resources to build a diverse and cross-border industrial chain system through the refinement of art IP and the re-creation of IP storytelling, so as to keep site research, theme creation and story line operation at a better standard than the market. It continues to explore lifestyles that go beyond the landscape, aiming to build a unique humanistic experience for urban living, and to comprehensively push forward the sustainable practice of a landscape-friendly society.
▽保利若比邻·西安拉菲Mall IP设计 The IP design of the Laffee Mall of Poly Ruobin Xi ‘an
▽西安保利·和光尘樾一期 IP-吖宝 Xi ‘an Poly · Light dust Yue phase I IP-Azbao
▽西安保利·和光尘樾二期 IP-小K Xi ‘an Poly · Light Dust Yue Phase II IP- Little K
▽长沙保利·和光尘樾 IP设计 Changsha Poly · Light dust Yue IP design
▽唐山龙湖·天境汇 IP设计 Tangshan Longhu Tianjinghui IP design
▽西昌领地·观园 IP设计 IP design of Xichang Territory and Observation Garden
▽西安保利·和光尘樾 IP设计 Xi ‘an Poly · Light dust Yue IP design
▽郑州龙湖·天矩 IP设计 Zhengzhou Longhu · Tianmoment IP design
“在存量博弈的竞争态势下，想要挖掘新流量，景观IP的生态化构建越来越势在必行，具有精神内核的IP将成为商业市场的‘硬通货’。”流量之外，IP的价值属性，从商业裂变到文化链接、情感共鸣面面俱到，它能将城市面貌、社区生活、人文精神的气韵，尽收于拟人、拟物状态之中，实现四两拨千斤的商业流量。
基于此，迪安设计的IP定制化之路，不囿于稍纵即逝的流量，而致力于将其打造为精神长青的文化地标。在创作中，其始终以非标为前提，以设计为驱动、以艺术为载体，在可持续创新中，不断构建充满文化基因和自然活力的IP生长体系，并通过全产业链定制开发的模式，让景观IP融入在地、植入生活、深入人心。
In order to access the new flow, it is crucial to create an environmentally friendly landscape IP, and that IP with a spiritual core will become the “hard currency” of the market under the stock competition. In addition to the flow, the value features of IP include business transformation, culture links as well as emotional resonance in all facets. It can convey urban scenery, communal life, and the human spirit, thus maximizing market traffic.
Thus, Dean Design, while customizing IP, is devoted to creating an eternal cultural landmark rather than being limited to passing traffic. During creation, it always starts with the custom, uses design as the engine and art as the medium, continually constructing an IP growth system that is rich in cultural DNA and has a natural vigour for sustainable innovation. By doing so, landscape IP is made to blend into the environment, become ingrained in daily life, and enter people’s hearts through the mode of customized development of the entire industrial chain.
“ IP的设计于场景而言，不只是形象展示般的存在，而是让景观IP融入在地、植入生活、深入人心。”
审稿编辑: Maggie
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