李想新作/幻彩东方,南京夫子庙MINISO LAND

名创优品 × 设计师李想

再献城市力作

以「幻彩东方」为笔

重绘传统肌理

以文化为基底 激活潮玩商业

让品牌铭刻意象 成为城市微地标

Take "Colorful Oriental" as the pen

Redraw the traditional texture

Based on culture, activate trendy toy business

Let the brand engrave the image 

Become a micro-landmark of the city

夫子庙既是江南文化的精神图腾，亦是国际视野下的多元开放窗口。设计融合南京古都千年文脉与品牌年轻、潮流、“开心世界”的核心基因，实现历史街区的价值再生与品牌文化自信的表达。

The Confucius Temple is not only the spiritual totem of Jiangnan culture, but also a diverse open window from an international perspective. The design integrates the thousand-year-old cultural context of Nanjing's ancient capital with the core genes of brand youth, trend and "happy world", to realize the value regeneration of the historical district and the expression of brand cultural confidence.

夫子庙MINISO LAND项目改造前后示意

「夫子庙 × MINISO LAND」

城市限定设计 · 幻彩东方

献给南京的文旅新想象

基于历史街区的古典美学根基，设计师以先锋的语言与幻彩笔触，转译传统建筑的空间智慧与文化肌理。不拘泥于形式摹写，而重在凝练其意境神韵，构建出一个既扎根东方美学、又跃向未来想象的潮玩体验场。

Based on the classical aesthetic roots of the historic district, the designer uses avant-garde language and colorful brushstrokes to translate the spatial wisdom and cultural texture of traditional buildings. It does not stick to the form of copying, but focuses on condensing its artistic conception and charm, and builds a trendy play experience field that is not only rooted in oriental aesthetics, but also jumps into the imagination of the future.

“青砖小瓦马头墙，回廊挂落花格窗”，夫子庙建筑群以明清两代风格为基调，凝练方正、层次分明，体现出江南古建特有的秩序与韵律。

"Green brick small tile horse head wall, cloister hanging lattice windows", the Confucius Temple complex is based on the style of the Ming and Qing dynasties, condensed and square, and clearly layered, reflecting the unique order and rhythm of ancient buildings in Jiangnan.

「多巴胺幻彩与古建肌理的反差美学」

打破空间边界

从「封闭卖场」变为街区景观

让商业空间融入公共文旅动线

朱红立柱、灰瓦梁顶锚定夫子庙的历史文脉，柱梁间跃动的幻彩语言打破时空壁垒，古建肌理与多巴胺色彩形成强烈反差美学。檐角屏风式 LED 店招、窗洞内嵌数字屏，以数字媒介延伸公共互动属性；檐口、柱脚与灯笼间的品牌印记，让古今对话、商业与文旅在此共生共融，彻底从封闭卖场蜕变为融入城市文旅的开放景观。

The vermilion columns and gray-tiled roofs anchor the historical context of the Confucius Temple, while the vibrant color language between the columns and beams breaks down the barriers of time and space. The ancient architectural texture and dopamine colors create a strong contrast in aesthetics. The screen-like LED store signs on the eaves and digital screens embedded in the window openings extend the public interaction attribute through digital media. The brand marks on the eaves, column bases, and lanterns allow for a dialogue between the past and the present, and the coexistence and integration of commerce and cultural tourism, completely transforming from a closed shopping mall into an open landscape integrated into urban cultural tourism.

「意译古建，当代转译」

以叙事性造景替代静态陈列

借城市文化符号

打造不可复制的场景稀缺性

穿过立面的朱梁红柱，步入空间，视线在飞檐翘角之间穿行。虽处室内，却恍若置身于尺度精妙的古典建筑群落之中。

Passing through the red pillars and vermilion beams of the facade, one enters the space and finds their gaze wandering among the upturned eaves and curved corners. Although indoors, it feels as if one is immersed in a delicate classical architectural complex.

室内的结构系统打破对“盒子状”零售空间的常规想象，原有楼板被部分拆除，形成前中后三处挑空小中庭。

The indoor structural system breaks the conventional imagination of a "box-like" retail space. The original floor slabs have been partially removed, forming three small atriums with cantilevered spaces in the front, middle, and back.

「定制化陈列体系」

将展陈功能融入艺术叙事

消解商业生硬感

打造沉浸式游逛体验

具有象征性和叙事性的建筑造型取代了传统货架，构成内街式的空间轮廓，屋脊呈现品牌标识，同时也是展陈货架，牌匾则承担分区引导功能。

Symbolic and narrative architectural designs have replaced traditional shelves, forming an inner street-style spatial outline. The ridges of the buildings feature brand logos and also serve as display shelves, while the plaques fulfill the function of guiding visitors to different sections.

三层色调转入温婉细腻。设计师将南京云锦作为美学蓝本，融入天花、地面。以灯笼为景的零售区，融入秦淮河畔灯会民俗景象，往来如织的节庆活动与热闹的商业空间互为注解。

The tone of the third floor transitions into a gentle and delicate style. The designer uses Nanjing Yunjin (a traditional Chinese brocade) as the aesthetic blueprint, incorporating it into the ceiling and floor designs. The retail area, featuring lanterns as a scenic element, blends with the folk customs of the lantern festival along the Qinhuai River, with the bustling festival activities and lively commercial space complementing each other.

岛台、货架由明清家具演化而来，设计师提取镜匣、宝奁、博古架等经典器型的结构逻辑，作为现代陈列，器用之物成为空间叙事的一部分。

Island tables and shelves evolved from Ming and Qing Dynasty furniture. Designers have extracted the structural logic of classic forms such as mirror boxes, treasure chests, and antique racks, and used them as modern displays, making the objects used part of the spatial narrative.

解锁商文旅新场景

一场关乎艺术、文化与价值的

“零售商业环境革命”

设计师拒绝历史文脉沦为商业点缀，亦反对零售空间失却温度。不盲从潮流堆砌符号，以锋利而克制的设计表达，将江南古建文化、古都城市烟火精准转译，让其与潮玩消费需求、零售运营逻辑自然交融，而非刻意嫁接。在平衡三重价值的过程中，完成对商业环境革新的专业诠释。

The designer refuses to let historical context become mere commercial embellishment, nor does he accept the loss of warmth in retail spaces. Instead of blindly following trends and piling up symbols, he employs a sharp yet restrained design expression to accurately translate the ancient architectural culture of Jiangnan and the bustling life of an ancient capital city. This allows for a natural integration with the consumer demand for trendy toys and the logic of retail operations, rather than a deliberate grafting. In the process of balancing these three values, he achieves a professional interpretation of the renovation of the commercial environment.

项目名称丨南京夫子庙MINISO LAND

项目业主丨MINISO名创优品

项目地址丨南京市秦淮区夫子庙贡院街97号

项目面积丨1200㎡

设计单位丨唯想国际X+Living

竣工时间丨2025年12月

主持设计丨李想

技术总监丨吴锋 李亚萍

项目总监丨唐星 江雪萍

参与设计丨方伊达 陆相朴 肖雨婷 王丽瑶

灯光设计丨陈幸如 盖丽婷

项目摄影丨SFAP