中国海外集团领潮品牌馆 / MOTSE墨子

开为一卷史话，合则万顷波涛  
四十五年峥嵘，百年愿景奋进
世界级企业的历史、当下与未来叙事建构
<中海.领潮馆>
Opening into a Scroll of History, Closing into Vast Waves
Forty-Five Years of Glory, A Century of Vision and Striving
The History, Present, and Future Narrative of a World-Class Enterprise
<China Overseas · Trendy Pavilion>

中国海外集团是全球规模最大的投资建设集团、世界500强排名第13位中建集团的全资子公司，在香港打造了5家中海系上市公司。中海生在香港、长在香港，受益于市场经济成熟完善的机制和自由竞争的法则，45年来，几代中海人发扬勇于创新、敢为人先的领潮文化，不断接续奋斗、砥砺前行。
China Overseas Group is the world’s largest investment and construction conglomerate, a wholly-owned subsidiary of China State Construction Engineering Corporation, ranked 13th in the Fortune Global 500. It has established five listed companies under the China Overseas brand in Hong Kong. Born and raised in Hong Kong, the group has benefited from the mature mechanisms of a market economy and the principles of free competition. Over the past 45 years, generations of China Overseas members have carried forward a culture of pioneering innovation and bold leadership, continuously striving forward with dedication and perseverance.

01 初识与再会
01 Encounter & Reunion

2019年，墨子受邀为中海集团四十周年在深圳城市艺术与规划馆打造了品牌馆1.0。
In 2019, MOTSE was invited to create Brand Pavilion 1.0 for China Overseas Group’s 40th anniversary at the Shenzhen Urban Planning and Art Museum.

在策划到落地的短短一个多月时间里，我们以“时代的答卷”为题，大胆设计，打造出企业馆设计中少见的全开放式影像沉浸空间+档案历史馆概念。
Within just over a month from planning to execution, under the theme “Answers to the Era,” we boldly designed a rare concept in corporate pavilions: a fully open immersive digital space combined with an archival history hall.

四十周年品牌馆是中海集团发展的一场全面展示，立意于情，立足于史，通过回顾与纪念，传递中海的品牌精神，也是集团层面对于企业发展阶段性总结。
The 40th-anniversary Brand Pavilion was a comprehensive showcase of China Overseas Group’s development. Rooted in emotion and built upon history, it conveyed the group’s brand spirit through reflection and commemoration, serving as a phased summary of the enterprise’s growth at the corporate level.

2023年，中海四十五周年前夕，MOTSE墨子再次受邀，在中海集团的新总部基地续写华章。
In 2023, ahead of China Overseas’ 45th anniversary, MOTSE was once again invited to write a new chapter at the group’s new headquarters.

新馆是四十周年馆的延续与发展，是中海“领潮”文化建构起来的新的展厅叙事语言。
The new pavilion is a continuation and evolution of the 40th-anniversary hall, representing a new narrative language for the exhibition space constructed around China Overseas’ “TRENDY” culture.

延续最初的梦想，以香港视角，国家担当，国际视野诠释自己的核心使命，以更从容更系统的方式展现中海的发展，为中海品牌的建设提供持续赋能的场景。
Continuing the original vision, it interprets the group’s core mission from the perspective of Hong Kong, with a sense of national responsibility and a global outlook. It presents China Overseas’ development in a more composed and systematic manner, providing a continuously empowering stage for the construction of the China Overseas brand.

02 项目背景
02 Project Background

中国海外总部大厦
China Overseas Headquarters Tower

位于深圳湾总部基地，拥有稀缺的海湾资源和生态景观 ，作为“中海合力+”的生动实践，于2023年年末正式落成，是国家首批5A级甲级写字楼近零炭能耗建筑之一，也是2022年住建部零炭智能建筑示范工程立项的唯一商业项目。
Located in the Shenzhen Bay Headquarters Base, boasting rare bay resources and ecological landscapes, the tower serves as a vivid practice of the “China Overseas Synergy+” concept. Officially completed at the end of 2023, it is one of the country’s first batch of Class-A Grade-A office buildings achieving near-zero carbon energy consumption. It was also the only commercial project approved as a 2022 Ministry of Housing and Urban-Rural Development Zero-Carbon Intelligent Building Demonstration Project.

中海 · 领潮馆
China Overseas · Trendy Pavilion

位于大厦25层，面积近700㎡，围绕建筑核心筒分为南北两个大区。
Situated on the 25th floor of the tower, covering an area of nearly 700 square meters, the pavilion is divided into two main zones, north and south, surrounding the building’s core structure.

03 策展设计
03 Curatorial Design

MOTSE墨子团队在设计中，围绕展厅的核心应用目标，构建了设计的三大原则：
In its design approach, the MOTSE team established three core principles centered around the exhibition hall’s primary application goals:

I. 作为数字档案馆
I. As a Digital Archive

收藏和管理全集团的实体文物与数字资料，互动实物背后的故事
收藏和展示重点项目模型、沙盘、技术成果的实体、数字
部分可以自由变幻的空间形态和宽松的设备界面适应不同应用场景
-Collect and manage physical artifacts and digital materials from across the group, revealing the stories behind interactive exhibits;
-Collect and display physical and digital versions of key project models, sand tables, and technological achievements;
-Utilize flexibly adaptable spatial configurations and versatile equipment interfaces to suit different application scenarios.

II. 作为“港风”沉浸场景
II. As an Immersive “Hong Kong Style” Experience

通过多媒体手段营造动态变化的“港风”时代感
在空间设计中纳入“港风”元素和时代元素
-Employ multimedia techniques to create a dynamically evolving sense of a “Hong Kong style” era.
-Integrate “Hong Kong style” elements and period-specific features into the spatial design.

III. 作为可变的交流工具
III. As a Flexible Communication Tool

设计交流停驻点，为每个展区提供总结与聊天交流的可能
使用可自定义模式和内容的设计方式，为不同的交流场景提供可能
扩展展厅的“内容空间”，内容上链接集团其他展厅及内容
-Design designated interaction points, providing spaces for summarizing and engaging in conversation within each exhibition area.
-Employ customizable modes and content design methods to accommodate various communication scenarios.
-Expand the “content space” of the exhibition hall by linking content with other group pavilions and materials.

紧接着，围绕香港视角，时代担当，全球格局，未来创新为关键词，以地缘文化+城市形态下的时代精神为主题，构建起了整个展厅的空间元叙事。
Subsequently, focusing on the keywords of Hong Kong Perspective, Era Responsibility, Global Landscape, and Future Innovation, and centering on the theme of “Geocultural Identity + The Spirit of the Times as Embodied in Urban Form,” a master narrative for the entire exhibition space was constructed.

04 领潮之路
04 The Path of the Wave Pioneers

整体空间延续了四十周年“流金岁月”的色彩理念，以浅金色作为回忆与美好未来之间的联系。
The overall space continues the color concept from the 40th-anniversary exhibition—”Golden Years”—using a light gold hue to bridge reminiscence and a promising future.

空间开阔工整，所有多媒体设备以“藏”的方式隐入空间中，空间又隐入一个个时代场景与故事中，契合中海“稳健”的行业印象，多媒体及AI技术的应用又响应了“推动建筑工业化，信息化，绿色化高质量发展”的时代使命。
The space is open and well-structured. All multimedia equipment is subtly “hidden” within the space, which itself recedes into a series of era-specific scenes and stories, aligning with China Overseas’ image of “steadfastness” in the industry. The application of multimedia and AI technologies also responds to the contemporary mission of “promoting high-quality development through industrialization, informatization, and green practices.”

南区：流金岁月之城
South Zone: City of Golden Years

在南区，用港澳城市的文化历史为底色，通过数字影像，图文，模型等综合形式搭建出中海的45年发展历程，从香港的CG街景重建，港澳的历史图像的视频，灯箱，再到全息剧场中的港澳城与海的印象，模型构成的港澳代表项目建筑。
In the South Zone, using the cultural and historical context of Hong Kong and Macau as a backdrop, the 45-year development journey of China Overseas is presented through a combination of digital imagery, graphics, text, models, and more. This narrative is woven through elements such as a CGI reconstruction of Hong Kong streetscapes, video footage of historical images from Hong Kong and Macau, lightboxes, a holographic theater depicting the impression of Hong Kong and Macau’s cities and seas, and models representing iconic projects from the two regions.

企业的历史信息，历史文物，发展成就娓娓道来。形成南区设计主题：流金岁月之城。
The company’s historical information, artifacts, and development achievements are presented in a detailed narrative. This forms the design theme for the South Zone: City of Golden Years.

经过领潮文化走廊，延续序厅开幕时代浪潮的设计意向，用海浪完成南北区的沟通引导，也承载起领潮文化在企业发展中的传承。
Passing through the Wave Pioneer Culture Corridor, which extends the design concept of the opening waves of the era, the flow guides movement between the north and south zones while also symbolizing the transmission of the pioneering culture throughout the enterprise’s development.

北区：高质量发展之城
North Zone: City of High-Quality Development

在北区，城市场景围绕科技，发展与未来进行建构。北区入口横跨45年的经典项目是历史的，也是新时代的启幕。
In the North Zone, urban scenes are constructed around the themes of technology, development, and the future. The collection of iconic projects spanning 45 years at the entrance to the North Zone represents both history and the beginning of a new era.

北区围绕交互式领潮长卷描绘出当下中海发展的恢宏场景，与虚实互通的中海AI城市结合在一起组建起北区设计主题：高质量发展之城。
The North Zone features an interactive pioneering long-scroll painting depicting the grand spectacle of China Overseas’ current development. Combined with China Overseas’ AI-powered city, which blends the virtual and real, these elements form the design theme for the North Zone: City of High-Quality Development.

尾厅：未来美好之城
Epilogue: City of a Better Future

进入展厅的未来篇章，无边界的沉浸空间，打破时空的边界，利用生成式AI技术自由创造出未来城市生活的样貌带领观众走进未来，通过一座未来之城的建造与未来生活的畅享，打造出展厅的最终设计主题：未来美好之城。

Entering the future chapter of the pavilion, an unbounded immersive space breaks through the limits of time and space. Utilizing generative AI technology, it freely creates scenes of future urban life, leading the audience into the future. Through the construction of a future city and the exploration of future living, the final design theme of the pavilion is realized: City of a Better Future.

从当下到未来，虚实交替，我们使用人工智能技术与语音交互技术串联两者，我们用生成式AI创造出未来城市的样貌，让观众通过与中海的AI助手的交流一探关于中海企业发展的新时代答卷。
Moving from the present to the future, a blend of virtual and real, we connect the two using artificial intelligence and voice interaction technology. Using generative AI to create visions of future cities, the audience can explore the “Answers to the New Era” regarding China Overseas’ corporate development through interaction with the group’s AI assistant.