透過燈光設計塑造商場品牌形象.上海徐匯區百腦匯

照片：官網

這個案子位於上海百腦匯商場，基地本身結合了科技、零售與都會公共性，因此在燈光設計上，將「建築外部的城市表情」與「室內樓層的商業氛圍」作為兩大主軸來思考。整體策略是在既有建築與設備條件幾乎無法大幅變動的前提下，透過燈光語彙與控制邏輯，重新塑造商場的識別度與層次感，讓業主在有限介入中，也能獲得明顯的視覺更新效果。

在建築外觀照明上，因必須配合原有設備位置與政府規範的影像演出，立面照明被區分為「動態點狀光源」與「靜態立面投射」兩種層級。動態光點在特定時段搭配影像系統，讓建築在城市夜景中呈現具科技感的律動表情；一般時段則以較為穩定的立面投光為主，控制亮度與色溫，使建築輪廓清晰卻不喧賓奪主。光的重點被明確放在入口與雨遮景觀的大尺度裝飾構件上，藉由亮度對比與方向性光源，強化招引力與記憶點，讓行人一眼就能辨識商場主入口。

室內部分，照明規劃以「樓層個性」為核心，每一層都擁有不同的燈光語彙與系統，以回應各自的業態與品牌氛圍。3C與電競相關樓層，採用高對比、高亮度與局部強調的燈光手法，透過深暗背景搭配局部高亮度重點照明，營造類似電競舞台與展示平台的視覺張力，同時引導視線聚焦在產品與體驗區。文藝品與文化商品樓層則採用較低對比、溫潤柔和的投光方式，搭配約3000K暖白光色溫，讓材質、紙張與藝術品表面呈現細膩的質感與層次，使空間氛圍更接近藝廊與閱讀場域，而非一般商場走道。

透過這樣的分層設計，燈光不只是「把空間照亮」，而是成為分區導引、品牌定位與情緒營造的關鍵工具。這個案子展示的是，透過精準配置光源類型、色溫選擇與明暗對比，明確界定每一樓層的特性，同時讓整體商場在城市夜景與室內動線中，擁有一致且可被記住的光環境。

The project is located in the BuyNow Digital Mall in Shanghai, where the site itself integrates technology, retail, and urban public life. The lighting design therefore focuses on two main axes: the “urban expression” of the building exterior and the “commercial atmosphere” of the interior floors. Under the constraint that the existing architecture and equipment could not be significantly altered, the overall strategy was to use a clear lighting language and control logic to rebuild the mall’s visual identity and spatial hierarchy, allowing the client to achieve a visible update effect with minimal physical intervention.

For the exterior, the façade lighting had to coordinate with the existing installation positions and government-regulated visual content, so the scheme is divided into two layers: dynamic point light sources and static façade illumination. At specific times, the dynamic light points work in concert with the media system, giving the building a rhythmic, tech-infused presence in the urban nightscape. During regular hours, more stable façade floodlighting is used, carefully controlling brightness and color temperature so that the architectural outline remains clear without overpowering its surroundings. Visual emphasis is placed on the main entrance and the large decorative elements of the canopy, where directional lighting and brightness contrast strengthen wayfinding and memorability, helping pedestrians immediately recognize the primary entry of the mall.

Inside the building, the lighting plan is structured around “floor identity,” giving each level its own lighting vocabulary and system in response to its program and brand character. On the 3C and e-sports floors, high contrast, high brightness, and localized accent lighting are adopted. Darker backgrounds paired with intense focal lighting create a visual tension reminiscent of gaming stages and display platforms, naturally drawing attention to products and experience zones. In contrast, the floors dedicated to art, literature, and cultural goods use lower contrast, softer floodlighting with a warm white color temperature around 3000K. This highlights the textures of materials, paper, and artworks, and shapes an atmosphere closer to a gallery or reading space than a typical mall corridor.

Through this layered approach, lighting becomes more than a tool to “brighten” the space; it acts as a key medium for zoning, brand positioning, and emotional staging. The project demonstrates how, through precise selection of light source types, color temperatures, and brightness contrasts, each floor’s character can be clearly defined while the mall as a whole maintains a coherent and memorable light environment, both in the city skyline and along the interior circulation.