世界上有趣，创新的事务所及工作室在一个怎样的环境中以怎样的模式进行工作？
gooood为您奉上<OFFICE真相>专辑。本期是第四十八期，群岛 Archipelago

What do the most interesting and innovative design offices in the world look like?
OFFICE FACT reveals the working method and the environment of them for you. This is the No.48 episode, Archipelago

非常感谢 群岛 Archipelago 予gooood分享以下内容。更多请至：Archipelago on gooood
Appreciations towards Archipelago for providing the following description:

出品人：向玲 / Producer: Xiang Ling
编辑：石安，亓慧、庞任飞，张笑然、高天旗 / Editor: Shi An, Qi Hui, Pang Renfei, Zhang Xiaoran, Gao Tianqi

gooood × 秦蕾

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关于“群岛”
About Archipelago

“没有人是一座孤岛，可以自全，每个人都是大陆的一片，整体的一部分。”

“No man is an island, entire of itself. Every man is a piece of the continent, a part of the main.”

1. 从“光明城”到“群岛Archipelago”，您创立的品牌名称寓意是什么？请问您如何解读它们在当下时代语境中的含义？
From City of Light to Archipelago – What Inspired These Brand Names? How Do You Interpret Their Meaning in Today’s Context?

“光明城”这个名字的灵感来源于我对建筑领域柏拉图式“理想国”的构想。在策划“光明城”出版品牌的同时，我还为我的出版工作室起名为“群岛Archipelago”。从学术角度来说，“群岛”这一概念，早在几十年前就有学者和建筑师提出了，Ungers、库哈斯、矶崎新等人都曾对“群岛”的概念进行过深入研究。简单来说，这个概念代表了从过去单一视角、单一主体的城市结构，转向了多主体、多视角的结构。因此，“群岛”可以被理解为对城市乃至整个世界建构方式的一种全新思考。作为我们的品牌名称，它承载了我们自己的理解，尤其是在当下的社会语境中。

当今社会面临着日益严重的原子化趋势，人们之间变得更加孤立，缺乏联系与共识。这种现象对于整个社会而言是一种负面的发展趋势。因此，我认为，如今比以往任何时候都更需要建立更多的连接。正是基于这种思考，我们用了“群岛Archipelago”这个名字，并以那首著名的诗句作为我们的slogan之一：“没有人是一座孤岛，可以自全，每个人都是大陆的一片，整体的一部分。”

▼群岛Archipelago 中英文logo，logo of Archipelago in Chinese and English

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The name City of Light was inspired by my vision of a Platonic “ideal city” within the field of architecture. While developing this publishing brand, I also established my publishing studio under the name Archipelago. The concept of an “archipelago” has been proposed by scholars and architects as early as several decades ago, figures such as Ungers, Rem Koolhaas, and Arata Isozaki have all engaged with similar ideas. At its core, Archipelago represents a shift from singular perspectives and centralized urban structures toward a more decentralized, multi-perspective approach. It offers a new way of thinking about how cities—and even the world—are structured. As a brand name, it reflects our own interpretation of this concept, particularly in the context of contemporary society.

Today, we face an increasing trend of social atomization—people are becoming more isolated, and shared understanding is diminishing. This fragmentation is a troubling development, making the need for meaningful connections more urgent than ever. With this in mind, we chose Archipelago as our name, along with one of our guiding slogans, inspired by the famous poem: “No man is an island, entire of itself; every man is a piece of the continent, a part of the main.”

▼部分群岛出品图书概览，overview of books produced by Archipelago

“群岛Archipelago”这一概念还有一种形象化的解释。表面上看，它由许多独立的个体组成，但实际上这些个体在底层是彼此连接的，而这种连接至关重要。我们希望通过“群岛”出版以及其他相关工作，打破传统出版社那种封闭的内部运作模式，转而成为一个开放的平台，汇聚有共识的个人、机构与团体，携手做出有价值的事情。

Beyond its metaphorical meaning, Archipelago also carries a visual interpretation. While it appears to be composed of independent entities, these entities are fundamentally interconnected beneath the surface—and these connections are essential. Through Archipelago Publishing and related initiatives, we seek to move beyond the closed, insular models of traditional publishing. Instead, we aim to create an open platform that brings together like-minded individuals, institutions, and collectives to collaborate on projects with genuine value.

▼泽田育久 & Marc Nagtzaam OTHERS:分段4 – 上海展，Ikuhisa Sawada & Marc Nagtzaam, OTHERS: Segment 4 – Shanghai Exhibition

▼群岛Archipelago线上与线下活动，Archipelago online and offline activities

“出版不应再沿用过去的方式。新的信息传播方式、人与人之间的交流模式，以及社会的全新发展趋势，都提示我们必须采用新的方法来应对。”

“Publishing should no longer follow traditional methods. New modes of information dissemination, ways of communication between people, and emerging societal trends all indicate that we must adopt new approaches to respond to these changes.”

2. 在创立群岛时，您是如何确定平台的核心定位与发展方向的？最初的愿景与如今实现的成果相比，是否有意料之外的变化？
How Did You Define Archipelago’s Core Positioning and Development Direction? Have There Been Any Unexpected Changes Compared to Your Original Vision?

谈到“群岛”的创立，实际上最早是在创立“光明城”品牌时便决定将“群岛”作为工作室的名称。那个阶段我们的工作主要集中于出版，且品牌定位也较为单一。然而，到2019年，我们从出版社独立出来，正式将“群岛ARCHIPELAGO”作为我们的品牌名称，并从单纯的出版业务拓展为涵盖多重业务的复合传媒平台。

除了出版，我们还涉足新媒体板块，设立了书店和线下实体空间，承办展览及各类活动。之所以做出这些调整，是因为我一直认为，出版不应再沿用过去的方式。新的信息传播方式、人与人之间的交流模式，以及社会的全新发展趋势，都提示我们必须采用新的方法来应对。因此，我们增加了这些不同的板块，以便更好地整合出版与传媒，策划并链接更多有趣的内容和活动。

The concept of Archipelago was conceived alongside City of Light. Initially, Archipelago was simply the name of our studio, with our work primarily focused on publishing and a relatively singular brand positioning. However, in 2019, we became independent from the publishing house, officially adopted “ARCHIPELAGO” as our brand name, and expanded from a purely publishing business to a composite media platform covering multiple businesses.

Beyond publishing, we ventured into new media, opened a bookstore and physical spaces, and organized exhibitions and events. These expansions stemmed from my belief that publishing should not remain confined to traditional formats. The evolution of information dissemination, shifting modes of human interaction, and broader societal changes all indicated the need for a new approach. By integrating these different components, we aimed to create a dynamic platform that merges publishing with media, curating and connecting diverse content and experiences.

▼群岛书店实景外观 – 群岛TERMINAL，Exterior view of Archipelago Bookstore – Archipelago TERMINAL
地址：上海徐汇西岸美术馆大道水岸汇二层
营业时间：10:00-20:00

“技术的强劲冲击为整个行业带来了剧烈变化与变革，它们的影响力远超我们的预期。”

“The powerful impact of technology has brought significant changes and transformations to the entire industry, far exceeding our expectations.”

至于与最初计划或愿景的差异，最大的变化无疑是疫情。对所有人来说，这都是始料未及的。我们作为一个独立的出版传媒品牌，正式成立于2019年，并在2019年12月写了我们的发刊词。然而，紧接着的2020年1月下旬，疫情突然爆发，打乱了我们许多原有的计划和雄心勃勃的预期。

回头来看，疫情初期的这段时间，虽然形势突如其来，但我们在那时的状态却颇为积极。这场意外促使我们快速思考如何应对这一巨大的变化。由于疫情对整个世界的冲击如此深远，超出了我们有限的经验，因此我们被迫更积极地探索新的方向。在团队内部，我们展开了大量头脑风暴，进行了各种新媒体尝试，包括直播、热点话题讨论、播客和视频制作等。事实上，我们进行的许多实验和讨论并未对外公布，但这些尝试为我们积累了宝贵的经验。

除了疫情带来的巨大影响，还有诸如去年ChatGPT的迅速崛起，这一技术的强劲冲击也让我们感受到行业的剧烈变化。今年，整个行业更加深刻地感受到了其带来的变革。尽管我们对这些趋势有所预见，但它们的影响力远超我们的预期。此外，出版行业自身也面临了许多新的挑战，这些同样是我们在此前未曾料到的。

The most significant and unforeseen challenge in our journey was undoubtedly the pandemic. When we officially launched Archipelago as an independent publishing and media brand in 2019, we released our first editorial statement in December. Yet, just weeks later, in late January 2020, the outbreak of COVID-19 upended many of our plans and ambitious expectations.

Looking back, despite the abrupt disruption, we responded proactively. The crisis forced us to rethink our strategies in real time. Given the scale of the pandemic’s impact, we had no existing framework to rely on, pushing us to explore new directions with greater urgency. Internally, we conducted extensive brainstorming sessions and experimented with various new media formats, including live streaming, topical discussions, podcasts, and video content. While many of these early initiatives never reached the public, they provided invaluable experience that continues to shape our approach today.

Beyond the pandemic, another major shift was the rapid rise of ChatGPT last year. Its impact on the media and publishing industries has been profound, accelerating transformations at a pace beyond our expectations. While we anticipated AI-driven changes, the extent of its influence surpassed our initial projections. Additionally, the publishing industry itself continues to face new challenges, many of which we had not foreseen.

▼群岛出品｜《杰弗里·巴瓦作品全集》；大卫·罗布森著；悦洁译，同济大学出版社（上）；《海因茨·宾纳菲尔德：建筑与方案》；曼弗雷德·施派德 / 塞巴斯蒂安·莱格著龚晨曦 / 张妍译，同济大学出版社（下），《Geoffrey Bawa：The Complete Works》，David Robson (above) & 《Heinz Bienefeld:Bauten und Projekte》，Manfred Speidel/Sebastian Legge (below)

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出版策略与核心价值
Strategy & Core Values

“出版一本纸质书意味着必须经过严苛的筛选，确保内容的高质量，并以最优的品质呈现出来。”

“Publishing a physical book requires rigorous selection, ensuring that only the most valuable content is refined and presented in the best possible form. ”

3. 群岛坚持做纸质书籍的动力和核心是什么？
What Drives Archipelago’s Commitment to Print Books?

一方面，我们始终坚持纸质出版，另一方面，我们还运营着书店。事实上，很多人都能直观地感受到，经营书店并不容易，尤其是在盈利方面，困难重重。我们也曾多次被问到，为什么还要继续坚持做这件事。我的看法是，尽管如今大部分内容和交流都可以方便快捷地在线上进行，且信息量巨大，人们可以非常方便，甚至免费地获取信息，但这并不改变纸质书籍所具有的不可替代的价值。尤其是在当今信息过载的时代，纸质书正因其代价和成本更高，才会有更高的筛选门槛。

出版一本纸质书意味着必须经过严苛的筛选，确保内容的高质量，并以最优的品质呈现出来。如果所有的内容都轻而易举地获取，人们往往不会认真对待，随意传播和消费。而纸质出版更慢更难，反而促使我们更加注重内容的筛选和制作。同样，运营一家线下书店，售卖纸质书籍的难度与挑战也很大。

From the beginning, we have remained dedicated to print publishing while also operating a bookstore. Many people recognize that running a bookstore is challenging, particularly in terms of profitability, and we are often asked why we continue to pursue it. Despite the convenience of digital content and the abundance of free information online, the irreplaceable value of print books remains unchanged. In an era of information overload, print books stand out precisely because they demand greater investment—both in production and consumption—creating a natural filter for quality.

Publishing a physical book requires rigorous selection, ensuring that only the most valuable content is refined and presented in the best possible form. When information is too easily accessible, it is often consumed passively, without discernment. In contrast, the slower and more deliberate process of print publishing compels us to be more selective and thoughtful about the works we curate. Similarly, running a physical bookstore is no easy task, yet we see it as an extension of this commitment to quality.

▼群岛出品的展览相关书籍：《城市边缘：2013深港城市建筑双城双年展》，曼深圳城市建筑双年展组织委员会，群岛工作室编（上）；《矶崎新：形构间》，策展人：李翔宁、陈伯康、秦蕾（下），《Urban Edge: 2013 Shenzhen Hong Kong Bi City Biennale of Urban Architecture》(above)；《Arata Isozaki: In Formation》，edited by Li Xiangning, Aric Chen, Qin lei (below)

“形式与内容的完美结合，体现了纸质书的真正价值。”

“The perfect fusion of form and content embodies the true value of print books.”

如今，购买纸质书的人确实越来越少，尤其是我们销售的外版、原版专业书籍，价格相对较高。但我们坚持下去的原因在于，这些书籍经过了我们大量精力的筛选，从海量、碎片化的信息中挑选出最有价值的书籍。这种筛选过程极为重要，正因如此，才会有大量读者认可我们的工作和所提供的书籍。

尤其是在建筑设计这一领域，纸质书具有不可替代的价值。与其他类型的出版物相比，建筑设计类书籍在阅读体验上，纸质版本往往更加舒适。此外，很多高品质的书籍在印刷、设计及装帧工艺方面本身就具备独特的艺术价值，这些都是书籍作为实物不可忽视的重要部分。正是这种形式与内容的完美结合，体现了纸质书的真正价值。

While fewer people purchase physical books today—especially the imported and original editions we offer, which are often costly—we continue because these books are meticulously chosen from an overwhelming sea of fragmented information. This process of careful curation is what makes our selection valuable, and why so many of our readers trust what we provide.

In the field of architectural design, print books hold an irreplaceable role. Compared to other genres, architecture books offer a superior reading experience in print, where scale, layout, and materiality deeply enhance understanding. Many high-quality editions also possess unique artistic value in their printing, design, and craftsmanship—elements that contribute to their identity as physical objects. It is this seamless fusion of form and content that defines the true essence of print books and why they remain integral to our publishing vision.

▼书籍装帧细部：《楼房花朵》，李涵 / 金秋野著；东华大学出版社（左）；《乌有园绘画与园林》，金秋野/王欣编，同济大学出版社（中）；《止园图册》，刘珊珊/黄晓编；中原英译，东华大学出版社（右），Book binding details: 《Apartment Blossom》，Li Han /Jin Qiuye (left); 《ARCADIA VOLUME 1 PAINTING & GARDEN》，Jin Qiuye ;/Wang Xin (middle); 《The Zhi Garden Album：A Portrait of Peach Blossom Spring》，Liu Shanshan and Huang Xiao (right)

“我们希望通过我们的选择，让国内的读者能够接触到这些多样化、富有深度但尚未被广泛了解的好书。”

“By carefully curating our book selections, we aim to expose Chinese readers to diverse, in-depth works that remain under-appreciated. ”

4. 对于专业书籍的选择，您遴选的标准是什么呢？如何去决定出版书籍的主题呢？
What Are Your Criteria for Selecting Professional Books? How Do You Decide on Publishing Themes?

在专业书籍的选择上，我们主要从两个角度出发。首先是我们会更关心有价值的、值得关注和传播的内容。有些选题可能尚未被大众所了解，但我们相信它们具有重要意义，因此希望通过出版让更多人看到并了解这些内容。其次，我们有意在填补一些空白，无论是在出版领域还是书店经营上，这都是我们创立之初的一个重要目标。中国的建筑与城市在过去三十年的发展成就非凡，规模和速度都令人惊叹。然而，与这种高速发展相比，专业书籍的出版和高质量书店的数量却远远不够。尽管国内有一些书店和渠道销售专业书籍，但它们的品种还是比较有限，而且往往追逐一些较为表面的热点。虽然这些行为可以理解，但我认为这并不利于行业的长期成长。其实，有许多其他深具价值和深度的内容、建筑师和研究还未被国内读者了解。因此，我们希望通过我们的选择，让国内的读者能够接触到这些多样化、富有深度但尚未被广泛了解的好书。在选书时，我们更愿意承担起填补这些空白的责任。

Our approach to selecting professional books is driven by two main principles. First, we focus on content that holds significant value and warrants attention. Some topics may not yet be widely recognized, but we believe they are crucial and deserve a platform. Our aim is to introduce these works to a broader audience through publishing, helping to increase their visibility and understanding. Second, we are committed to addressing gaps in the market, both in publishing and bookstore offerings. This has been a key goal for Archipelago since its inception. China’s architectural and urban development over the past three decades has been remarkable in scale and speed. However, the growth of professional publishing and the number of high-quality bookstores has not kept pace. While there are some bookstores and channels selling professional books, their selections are often limited and tend to focus on superficial trends. While understandable, this approach does not support the long-term growth of the industry. Many valuable works, architects, and research have yet to reach a wider domestic audience. By carefully curating our book selections, we aim to expose Chinese readers to diverse, in-depth works that remain under-appreciated. We take it upon ourselves to fill these gaps, offering content that enriches the architectural conversation and promotes a deeper understanding of the field.

▼群岛出品的专业书籍 – 《绿色建筑设计导则建筑专业》，中国建设科技集团编著，中国建筑工业出版社出版，《Green architecture design guidelines – China construction technology consulting》, China Construction Technology Group

▼群岛出品｜《平台：静物》，哈佛大学设计研究生院著，同济大学出版社 · 光明城出版（左），《永恒与变迁：挪威建筑师镜头下的中国（1985—2019）》，[挪威]哈罗德•赫耶姆，许东明译，朝华出版社（右），《Platform: Still Life》Jennifer Bonner, Michelle Benoit, Patrick Herron (left)；《PERMANENCE AND CHANGE China through the Lenses of a Norwegain Architect 1985-2019》Harald Høyem (right)

“我们希望能够把更多中国城市与建筑的发展历程与成果记录并呈现给世界。”

“Our goal has always been to document and present the development and achievements of Chinese cities and architecture to the world.”

5. 群岛策划出版的3种图书曾被评为纽约建筑书展“过去35年全球最重要的建筑专业出版物”。您认为哪些关键因素促成了这些图书的国际成功？
Three of Archipelago’s Published Books Were Recognized as Among the “35 Most Important Architectural Publications of the Past 35 Years” at the New York Architecture Book Fair. What Key Factors Contributed to Their International Success?

中国在过去这些年里，建筑和城市建设的发展引起了国际广泛的关注，成为全球讨论的重要话题之一。然而，与此相比，出版领域的发展显得相对滞后。我们可以观察到，国际出版领域中，关于中国建筑和城市发展的英文出版物数量极少，且在国际发行中的影响力也非常有限。尤其是那些能够与国际出版物在制作和整体品质上相媲美的书籍，更是凤毛麟角。我认为，如果我们能够在这方面付出更多努力，就有机会获得国际的关注，因为这不仅仅是国内的空白，在国际上同样存在这样的缺口。国际社会也迫切希望看到能够真实反映中国建筑思想、实践与研究的高质量出版物，但目前这一领域的作品实在太少。

我们能够被评为上述优秀出版物的原因之一，或许是因为我们以更积极的态度推敲如何把好的内容挖掘并呈现出来。从书籍的整体策划，包括结构、呈现方式、内容编辑，到精心设计的版面和高质量的印刷工艺，我们都力求做到最好。过去，许多国内的建筑专业书籍，尤其是作品集，往往较为保守，甚至印刷质量也不尽如人意。因此，当这些书籍与国际优秀出版物同台竞争时，往往显得逊色。我们希望能够把更多中国城市与建筑的发展历程与成果记录并呈现给世界，并能用更深入的策划、编辑，更好的设计、制作使这些书在内容与形式上达到完美的结合。我想是这些方面的积极努力使我们得到国际的认可。

China’s architectural and urban development has garnered widespread international attention in recent years, becoming a major global topic. However, the publishing industry has not progressed at the same pace. We’ve observed that there is a significant lack of English-language publications on Chinese architecture and urban development in the international market, and those that do exist have limited influence. Particularly rare are books that match international standards of production and quality. I believe that by putting more effort into this area, we have an opportunity to gain international recognition, as this gap is not only a domestic issue but also a global one. The international community is eager to see high-quality publications that authentically reflect Chinese architectural ideas, practices, and research, yet the field remains underrepresented.

One reason our books have been recognized as outstanding may be our proactive approach to uncovering and presenting valuable content. From the book’s overall planning—including structure, presentation, and content editing—to carefully crafted layouts and high-quality printing, we aim to deliver the best possible outcome. In the past, many domestic architectural publications, especially collections of works, were often conservative, and even their print quality could be lacking. As a result, when compared to leading international publications, they often seemed lacking. Our goal has always been to document and present the development and achievements of Chinese cities and architecture to the world, with careful planning, thoughtful editing, and superior design and production. This commitment to excellence in both content and form is what has earned us international recognition.

▼被纽约建筑书展评委“过去35年全球最重要的建筑专业出版物”的三本书：《绘本非常建筑》，张永和/非常建筑著；同济大学出版社（左）；《一点儿北京》，李涵 / 胡妍编（中），同济大学出版社；《如画观法》，王欣著，同济大学出版社（右），Three books judged by the New York Architecture Book Fair as “the world’s most important architectural professional publication of the past 35 years” :《Graphic FCJZ》，Yung Ho Chang/FCJZ (left)；A Little of Beijing, edited by Li Han/Hu Yan (middle); 《Ru Hua Guan Fa》 by Wang Xin

“我们认为，有必要推动更广泛的公众对设计领域的认知，这样才能促进城市与建筑设计的更好发展。”

“We believe it is necessary to promote broader public awareness of the design field in order to facilitate the better development of urban and architectural design.”

6. 在保持专业度和内容性基础上，如何拓宽所出版书籍的目标群体，让更多的非专业人士了解城市、建筑和设计领域？
How Do You Expand the Audience for Your Publications While Maintaining Professionalism and Depth, Making Urbanism, Architecture, and Design More Accessible to Non-Professionals?

我们一直在努力拓展受众群体，打破传统的专业圈层，希望更多来自不同学科、背景的人士以及更广泛的公众能够有机会关注、了解和参与讨论城市、建筑与设计相关的内容。过去，我们的讨论、研究与传播主要局限于专业领域，但这也反映出中国一个较为突出的现象：无论是知识分子、社会精英，还是普通公众，对于城市、建筑、设计的理解都较为有限。相比之下，欧洲或其他一些国家在这方面的状况明显更好。因此，我们认为，有必要推动更广泛的公众对这些领域的认知，这样才能促进城市与建筑设计的更好发展。

在这一过程中，我们的努力分为两个层面。首先，对于某些明确面向专业人士的出版物，我们仍然会坚持从专业角度做得最好，不会强求这些书籍向非专业人群传播，因为这是不现实的。然而，对于那些有可能突破小圈层，覆盖更广泛受众的选题，我们会积极探索如何实现这一目标。在选题过程中，我们会仔细判断哪些内容适合面向公众或非专业人士阅读，并相应地从内容组织、呈现方式到宣传策略进行调整，确保这些书籍能够吸引更多的关注与讨论。另一个重要层面是后期的营销与宣传。为此，我们积极开展各种新媒体活动和线下活动，例如CityWalk、播客、轻松有趣的视频内容，以及丰富多彩的社群活动或展览。所有这些举措的核心目的，正是为了吸引更多普通公众的参与与互动，让他们能够融入到这些讨论中，推动更广泛的交流与共识。

We are committed to breaking beyond traditional professional circles, making our content accessible to a wider audience, including individuals from diverse backgrounds and disciplines. Our goal is to encourage more people to engage with discussions on urbanism, architecture, and design. Historically, our research, discussions, and publications have primarily catered to professionals. However, this reflects a broader issue in China—whether among intellectuals, industry leaders, or the general public, there remains a limited understanding of architecture, cities, and design. In contrast, public discourse on these topics is far more developed in Europe and other parts of the world. We believe that fostering a deeper public awareness of these subjects is essential to driving better urban and architectural development.

Our approach operates on two levels. First, for highly specialized publications, we remain committed to maintaining professional rigor, rather than diluting content to appeal to non-specialist readers. However, for topics with the potential to resonate with a wider audience, we actively explore ways to bridge the gap. In curating our selection, we assess which subjects can extend beyond the professional sphere and adjust content structure, presentation, and outreach strategies accordingly. The aim is to create books that not only uphold scholarly integrity but also captivate and engage broader readerships. Beyond content curation, marketing and outreach play a crucial role. We leverage new media and interactive experiences—such as CityWalk, podcasts, light and fun video content, and colorful community events or exhibitions. The core objective is to create more entry points for non-professionals, fostering meaningful dialogue and broader engagement with the built environment.

▼群岛FM与群岛读书会 – 我们的城市vol.01 / 城市罐头vol.01 / vol.003 透过书籍聊古建 / vol.17 虚拟的帕拉第奥 – 埃森曼解读建筑经典，Archipelago FM Our City vol.01 & City Can vol.01 & ol.003 Talk about ancient architecture through books & vol.17 Virtual Palladio Eisenmann interpretation of architectural classics

_____________
应对挑战、保持关注
Challenges & Focus

“持续做好图书出版工作，精心挑选书籍、确保高质量的制作，并配合相关活动是至关重要的。”

“It is essential to continue excelling in book publishing, carefully curating titles, ensuring high-quality production, and aligning related activities.”

7. 在群岛的出版和活动策划过程中，您遇到的最大挑战是什么？这些挑战如何影响了平台的发展路径？
What has been the biggest challenge in Archipelago’s publishing and event planning process? How have these challenges affected the platform’s development?

目前，国内出版面临的主要挑战可以归结为几个方面，这些问题在一定程度上制约了出版业的发展。一个是我们的出版社基于多重原因常常较为保守，而独立的出版品牌又因为书号等问题而受到一定的限制，因此我们很难像欧美、日本等的出版业那样发展，这些限制导致多样化发展、自由创新被削弱，出版业整体的水准较难提升。

其次，国内的发行市场存在一些混乱的地方。与欧美或日本相比，中国的出版发行面临更多的挑战。一方面，大型电商平台的折扣策略对发行造成了一定的负面影响，严重压低了图书价格。直播销售和其他电商渠道的兴起也使得发行系统陷入较为混乱的恶性循环。另外，盗版问题进一步扰乱了出版市场。还有短视频时代对阅读的冲击，等等，这些问题都使得出版行业面临巨大挑战。

The main challenges facing the domestic publishing industry can be summarized into several key aspects, which to some extent hinder its development. First, domestic publishing houses tend to be relatively conservative due to multiple factors, while independent publishing brands face certain restrictions, such as issues related to book ISBNs. As a result, it is difficult for the industry to develop as freely as its counterparts in Europe, the U.S., and Japan. These limitations weaken diversification and innovation, making it challenging to elevate the overall quality of the publishing sector.

Secondly, the domestic distribution market faces certain disruptions. Compared to Europe, the U.S., or Japan, China’s publishing distribution encounters greater challenges. On one hand, the discount strategies of major e-commerce platforms have negatively impacted distribution by significantly driving down book prices. The rise of livestream sales and other e-commerce channels has further pushed the distribution system into a chaotic and unhealthy cycle. Additionally, piracy further disrupts the publishing market. The short-video era has also impacted reading habits, among other challenges, all of which pose significant difficulties for the publishing industry.

▼群岛BOOKS线上书店，Archipelago BOOKS online bookstore

“我们正在更加主动地控制发行过程，而不是完全依赖传统的发行渠道。”

“We are actively taking control of the distribution process, rather than relying entirely on traditional distribution channels.”

为了应对这些挑战，我们已经在采取一些措施。我们从单纯的出版业务扩展到新媒体、书店和线下空间等领域，这不仅有助于促进出版的发展，也有助于提升品牌的整体影响力。此外，我们正在更加主动地控制发行过程，而不是完全依赖传统的发行渠道。传统的发行模式在当前的电商和社交媒体时代已显得过时且被动，因此我们决定亲自掌控书籍的发行、价格、折扣以及营销宣传等方面，以确保更好的市场表现。

传统发行方式往往无法有效控制书籍价格，导致新书常常以低折扣销售，这对作者、实体书店以及出版方都是一种伤害，进而导致整个出版行业的恶性循环。我们面临的系统性问题使得在现有环境下制作优质出版物变得非常困难。这也是许多机构和品牌在面临挑战时选择放弃的原因。

In response to these challenges, we have been taking a number of measures. We’ve expanded beyond traditional publishing into new media, bookstores, and offline spaces. This not only helps to promote the development of publishing but also boosts the overall influence of the brand. Additionally, we are actively taking control of the distribution process, rather than relying entirely on traditional distribution channels. The traditional distribution model has become outdated and passive in the era of e-commerce and social media. Therefore, we have decided to manage the distribution, pricing, discounts, and marketing of books ourselves to ensure better market performance.

The traditional distribution method often fails to effectively control book prices, leading to new books being sold at steep discounts. This harms authors, brick-and-mortar bookstores, and publishers, creating a vicious cycle within the industry. The systemic issues we face make it extremely difficult to produce high-quality publications in the current environment, which is why many institutions and brands choose to give up when confronted with such challenges.

▼群岛书店内部实景，Interior view of Archipelago Bookstore

8. 群岛在学术与实践、历史与当下的多维度关注中，未来将如何继续保持并深化这些关注点？
How will Archipelago continue to sustain and deepen its multi-dimensional focus on both academic and practical concerns, as well as the historical and contemporary perspectives, in the future?

我认为，持续做好图书出版工作，精心挑选书籍、确保高质量的制作，并配合相关活动是至关重要的。近期，我们在出版新书时，会在书籍正式发行之前，积极策划各类活动。这些活动可能包括研讨会、展览以及线下社群互动等，旨在吸引更多人关注和参与讨论，以便更好地传播书籍的价值和理念。

I believe it is essential to continue excelling in book publishing, carefully curating titles, ensuring high-quality production, and aligning related activities. Recently, we have started planning various events before the official release of new books. These activities, which may include seminars, exhibitions, and offline community interactions, are designed to attract a broader audience and engage in meaningful discussions to better disseminate the values and ideas embedded in the books.

▼群岛组织的线下活动海报，Poster of the event organized by Archipelago

_____________
组织架构与未来规划
Organization & Future

“我们从未动摇过关闭书店或线下空间的念头。”

“We have never wavered in our commitment to keeping our physical stores and spaces open.”

9. 群岛的组织架构和工作方法是什么样？面对行业大变局，您如何规划您带领的“群岛Archipelago”工作团队的未来？
What is Archipelago’s organizational structure and working method? Given the significant changes in the industry, how are you planning the future of the “Archipelago” team you lead?

我们的组织架构分为四个主要板块：出版、新媒体、书店以及线下空间运营（包括展览、各类活动）。团队的设置也大致遵循这一划分。然而，随着外部环境的迅速变化，我们一直在积极探索如何调整和优化我们的工作方式。过去，我们的各个板块相对独立地运作，但现在，我们正在推动各板块之间的更多协作。例如，选题和营销活动时，各板块会联合参与。此外，由于我们需要更强的发行能力，我们可能会对团队进行进一步调整，加强发行工作。

面对行业的下滑，尤其是去年以来的形势更加严峻，我们仍保持乐观。尽管线下书店的运营压力很大，我们从未动摇过运营线下空间的念头。尽管有许多同行或前辈建议让我们果断关店，但我们团队的成员——大都是建筑学和相关专业背景——对实体空间、书店和出版依然充满信心。我们相信，只要持续探索，我们一定能够找到有效的方式来应对当前的挑战，推动城市发展并促进人与人之间的交流。去年国庆我们开设了第二家新的线下书店，并在尝试进一步扩大的计划。我们的出版正在积极推进国际出版的计划，我们的图书不仅在国内发行，也会在全世界发行，我们会和国际上最好的出版同行、设计师、作者共同工作，成为一个真正的国际出版品牌。我们坚信，通过努力探索，我们能够找到应对变局的有效方法，并在这个充满挑战的时代中取得成功。

▼群岛书店新店，New Archipelago Bookstore
地址：上海徐汇龙腾大道2266号梦中心3号楼二层204
营业时间：10:00-20:00

Our organizational structure consists of four main areas: publishing, new media, bookstores, and offline space operations (including exhibitions and events). The team is structured around these divisions. However, with the rapidly changing external environment, we have been actively exploring ways to adjust and optimize our workflows. Historically, our departments operated relatively independently, but now we are fostering more collaboration across them. For instance, when selecting book topics or planning marketing initiatives, team members from various departments will work together. Additionally, recognizing the need for a more robust distribution strategy, we may further restructure the team to bolster our distribution capabilities.

Despite the downturn in the industry, especially the increasingly severe situation since last year, we remain optimistic. Although operating physical bookstores comes with significant pressure, we have never wavered in our commitment to maintaining offline spaces. Many peers and industry veterans have advised us to close our stores decisively, but our team—mostly with backgrounds in architecture and related fields—still firmly believes in the value of physical spaces, bookstores, and publishing. We are confident that as long as we continue exploring, we will find effective ways to navigate the current challenges, contribute to urban development, and foster human connections. Last National Day, we opened our second physical bookstore, and we are actively planning further expansion. At the same time, we are pushing forward with our international publishing initiatives. Our books are not only distributed domestically but will also be available worldwide. We will collaborate with the best publishers, designers, and authors globally, striving to become a truly international publishing brand. We firmly believe that through persistent exploration, we can find effective strategies to adapt to change and succeed in this challenging era.

▼秦蕾，Photo of Qin Lei

秦蕾
Qin Lei

出版人，群岛Archipelago出版传媒品牌负责人，中国建筑学会建筑传媒专业委员会委员。
毕业于同济大学建筑与城规学院（建筑学硕士），曾任《Domus国际中文版》杂志副主编；2012年创立光明城出版品牌，任同济大学出版社北京出版中心负责人；2019年创立群岛Archipelago出版传媒品牌。
由其策划、编辑、出品的图书曾荣获德国建筑博物馆年度十佳图书、中国最美的书、中国出版政府奖等重要奖项。

Publisher, Head of Archipelago Publishing Media, and Member of the Architectural Media Committee of the Architectural Society of China.
Graduated from the College of Architecture and Urban Planning at Tongji University with a Master’s degree in Architecture. Former Deputy Editor-in-Chief of Domus International Chinese Edition. In 2012, founded the City of Light publishing brand and served as the Director of the Beijing Publishing Center of Tongji University Press. In 2019, established Archipelago Publishing Media.
Books curated, edited, and produced under her leadership have received prestigious awards, including the German Architecture Museum’s Top Ten Books of the Year, China’s Most Beautiful Books, and the China Publishing Government Award.

More：群岛 Archipelago。更多关于他们：Archipelago on gooood

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