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Rojkind Arquitectos：我们一直在寻求创造质疑和回应时事的建筑，试图理解设计在数字环境中所代表的巨大潜力，龙舌兰酒品牌Jose Cuervo的元酿酒厂也不例外。
Rojkind Arquitectos： We are are always seeking to create architecture that questions and responds to current events, Jose Cuervo’s Metadistillery is no exception, seeking to understand the enormous potential that design represents in digital environments.
▽项目视频 Video
Rojkind Arquitectos与一群专门从事数字体验的专家和设计师一起参与了这个项目，由Ache和Tangible创建，并得到了Mekanism、Bompas & Parr和Vegas City等国内国际团队的支持。
设计在特定环境中回应了人类需要的实用功能，但通过建筑实体创造独特体验也是不易的。例如，一座建筑因其规划、物理位置和施工技术而有意义；而对人来说，令人难忘的是景色、光影效果或参观体验。
Rojkind Arquitectos participó en este proyecto con un grupo de expertos y diseñadores especializados en experiencia digital, creada por Ache y Tangible con el apoyo de un equipo nacional e internacional conformado por Mekanism, Bompas & Parr y Vegas City.
A design exercise responds to the function of objects in relation to human requirements within certain contexts, but there is also the difficulty of creating distinctive experiences via objects or buildings. For instance, a building makes sense due to its program, physical position, and construction technology; but, for the person, what is unforgettable is the view, a light effect, or the experience of the visit.
在无限多样的“独特体验”中，数字世界渗透了数百万年轻人的想象力，并用直观的互动语言创造了共同环境，构成了数字挑战，任何主体都可以在新的社会环境中通过元宇宙获得另一种身份。这是时间和空间的压缩，在这种压缩中，世界上每个地区的时间表都被稀释了，语言被全新的数字语言替代，这些语言总是被嵌入在视频游戏的逻辑中。
但是，如果我们考虑到设计在数字环境中所代表的巨大潜力，它在数百万人的想象中，通过电子设备和互联网账户的可访问性而存在，我们就不得不考虑让建筑和设计更积极地参与这些环境，特别是在像虚拟世界这样的新数字场景出现的情况下。虚拟世界可以被视为一个永久的在线平行宇宙，具有三维环境，允许不同的虚拟地点和称为不可替代(NFT)的独特事物共存。
Within the infinitely diverse paths of “unique experiences,” the digital world has permeated the imagination of millions of young people and created common environments with intuitive languages of interaction that pose digital challenges, where any subject can acquire an alternate identity through avatars in a new social context. It is a compression of time and space, in which the schedules of each region of the world are diluted and languages are invaded by new digital languages that permit active involvement, which are always inscribed in the logic of a video game.
But if we consider the enormous potential that design represents in digital environments, its presence in millions of people’s imaginations, and its accessibility through electronic devices and an internet account, we are compelled to ponder a more active participation of architecture and design in these environments, particularly as new digital scenarios emerge like the metaverse. The metaverse can be viewed as a permanent online parallel universe with threedimensional environments that permit the coexistence of diverse virtual places and unique things known as Non Fungible Tokens (NFTs)
在Michel Rojkind的想法实验室中，已经有了一种方法来实现虚拟世界和NFT的创造。本文的出发点是对通过传统建筑和设计方法进行虚拟设计，用在数字环境中以生产高分辨率的虚拟现实，当虚拟世界的场景只有在低分辨率下才有可能，或对建筑物理特征产生质疑时，便于用不同原则来处理设计，而不单纯对物理特征做出回应。
自我批评使我们认识到，我们对构建元宇宙生态系统程序的可能性是盲目的。这种盲目性，再加上我们在物理空间中的传统设计方法，是我们将设计学科扩展到数字空间的起点，以便在虚拟环境中创造新的体验并理解建筑。
Within Michel Rojkind’s implemented laboratory of ideas, there has been an approach to the metaverse and the fabrication of NFTs. The starting point is the questioning of the approach to virtual design trough traditional architecture and design methods, used to working in digital environments for the production of high-resolution virtual realities, when the scenarios of the metaverse are only possible in low resolution, as well as the questioning of the structural physical characteristics of manufacturing, in order to approach design with different principles that do not respond to classical physics.
Self-criticism enables us to recognize our blindness to the possibility afforded by programs to construct metaverse ecosystems. This blindness, together with our traditional approach to design in physical space, is our starting point for expanding the disciplinary boundaries of design to digital spaces, in order to create new experiences and make sense of architecture in a virtual setting.
我们完成的第一个项目是龙舌兰酒品牌Jose Cuervo的元酿酒厂。
该结构形式受到龙舌兰根部的启发，龙舌兰是一种植物，当观察到它时，会唤起保护和巩固的感觉。在这种情况下，龙舌兰酒品牌Jose Cuervo的元酿酒厂渴望成为中心，所有人都可以围绕它建立更牢固的纽带，形成一个包容的社区。
在龙舌兰酒品牌Jose Cuervo的元酿酒厂的每个区域，都安排了不同的活动使体验更具活力：入口处有一圈被龙舌兰酒包围的火圈； 有一个中心发光的蓝色龙舌兰花园；有一个游泳池，你可以在那里打排球； 有一个桶形迷宫来测试你的视觉空间能力；有一个玻璃过滤器形状的入口通向一个社交互动的酒吧。
Our first completed project is the Metadistillery for José Cuervo Tequila.
The structure’s form was inspired by the roots of the agave, a plant nucleus that, when observed, evokes feelings of protection and consolidation. In this instance, the José Cuervo meta-distillery aspires to be the center around which all individuals can forge stronger bonds, building an inclusive community.
In each zone of the José Cuervo meta-distillery, a different activity is programmed to make the experience more vibrant: at the entrance, there is a circle of fire surrounded by bottles of tequila; there is a garden of blue agave fields with a luminous center; there is a pool where you can play volleyball; there is a barrel maze to test your visuospatial skills; and there is a glass filter portal that leads to a bar to enhance social interactions.
为了创造元酿酒厂， Rojkind Arquitectos与一群专门从事数字体验的专家和设计师合作：Ache公司专门从事创意开发；元宇宙的研究专家Tangible；最大的电子游戏区Decentraland；体验开发商Vegas City；Mekanism作为营销机构；以及英国的餐饮体验专家Bompass & Parr，任务是创造审美和消费者体验。
To create the Metadistillery, Rojkind Arquitectos collaborated with a group of experts and designers specializing in digital experiences: the agency Ache, specialized in creative development; the expert study in the Metaverse, Tangible; the largest video game district, Decentraland, the developers of the experience, Vegas City, Mekanism as a marketing agency; and the UK based dining experience experts, Bompass & Parr, tasked with creating the aesthetic and consumer experience.
项目名称：Metadestillery
年份：2022
客户：JOSE CUERVO
Tangible ：Mariano Montaño,Carlos Verástegui
Rojkind Arquitectos：Michel Rojkind,Diego Lezama,Fernanda Ventura,Cesar Saldivar,Patricio Errejon
Vegas City ：Anna S.,James A.
Mekanism：Barbara Bell,Jonica Reed
Bompas & Parr Studio：Alix Cherowbrier,Rob Smith,Amelia Goldie,Charlotte Wilde
Project name: Metadestillery
Year: 2022
Client: JOSE CUERVO
Tangible ：Mariano Montaño,Carlos Verástegui
Rojkind Arquitectos ：Michel Rojkind,Diego Lezama,Fernanda Ventura,Cesar Saldivar,Patricio Errejon
Vegas City ：Anna S.,James A.
Mekanism：Barbara Bell,Jonica Reed
Bompas & Parr Studio：Alix Cherowbrier,Rob Smith,Amelia Goldie,Charlotte Wilde
“ 在元宇宙中实现超越现实的建筑空间体验。”
审稿编辑：张榕珊
更多 Read more about: Rojkind Arquitectos
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