感谢 MEEM HOUSE 对gooood的分享。
Appreciation towards MEEM HOUSE for providing the following description:

全世界是个舞台，所有的男男女女不过是一些演员；他们都有下场的时候，也都有上场的时候。

—— 莎士比亚

All the World’s a Stage,And all the men and women merely players;They have their exits and their entrances.

—— William Shakespeare

首位大计划
SHOWAY Big Plan

首位（SHOWAY）位于上海市青浦区国家会展中心的西侧，是联美集团旗下一个拥有140万方超大体量的文化商业综合体。首位剧场事业部有一个宏伟计划，将在此建成一个亚洲最大规模的现场演艺剧场群，全年上演来自全世界各地的优质剧目，旨在为上海带来前所未有的文化体验。首位亲子微剧场（SAS）正是这一宏伟蓝图中的第一步：这不仅仅是一个专为0至14岁孩子及其家长量身打造的专业剧场，更是一个富有社区营造精神的多功能社交空间。

▼项目视频，project video © Voyager21

SHOWAY, located on the west side of the National Exhibition and Convention Center in Qingpu District, Shanghai, is a cultural and commercial complex with a massive scale of 1.4 million square meters, under the aegis of the LUENMEI GROUP. The SHOWAY Theatre Division harbours an ambitious plan: to establish the largest live performance theatre complex in Asia on this site. Showay Arts Space for Families (SAS) represents the initial step in this grand blueprint: is not only a venue for children aged 0 to 14 and their parents but a multifunctional social space imbued with a spirit of community building.

▼项目外观，exterior © Voyager21

MEEM HOUSE与首位剧场事业部共创，以“万物皆戏剧”为核心设计概念，从品牌，视觉，标识到空间的多维度设计，历时一整年的设计与施工，在2024年1月16日迎来了首位亲子微剧场的首秀。“剧有引力，焕新生活”，我们期待在这个家庭亲子美好生活实验场，将会发生的一场场关于戏剧演艺、文化交流和培训学习的社区营造活动。

MEEM HOUSE and the SAS Team have pioneered an innovative project, anchored in the core design concept of “All the World’s a Stage”. This concept encompasses a multi-dimensional design approach, spanning brand identity, visual aesthetics, and spatial arrangement. After a year of design and construction, the first performance at SAS is started on January 16th, 2024. Under the motto “Drama attracts, revitalizing life”, we anticipate this place to serve as a hub for family-oriented activities, fostering a community through theatrical performances, cultural exchanges, and educational programs.

▼项目外部环境，exterior surroundings © Voyager21

LOGO即IP
LOGO is IP

如何建立品牌视觉体系，MEEM HOUSE总结了一套类比学方法论，就好比如何建造一个房子：品牌即地基，人群即柱子，产品即立面，设计即装饰。我们从品牌看不见（invisible）的内核出发，阅读品牌，了解人群，分析产品，最终转译成看得见（visible）的视觉设计。突破常识，我们为首位亲子微剧场设计了一个热爱角色扮演的戏精标志。

To establish a brand’s visual identity system, MEEM HOUSE has articulated a methodological analogy akin to the construction of a dwelling: brand as base, people as pillars, product as façade, and design as decoration. This philosophy initiates with the brand’s unseen core — its invisible essence — progressing through a comprehensive understanding of the brand, an analysis of the audience, and an evaluation of the product, eventually translating into a visible visual design. Thinking out of the box, we have crafted a logo for SAS that exudes passion for role-playing.

▼视觉设计，visual design © MEEM HOUSE

品牌的核心产品是戏剧。戏剧是以语言、动作、舞蹈、音乐、木偶等形式达到叙事目的的舞台表演艺术。戏剧拥有四大元素，包括了演员、故事、舞台和观众。演员作为最重要的元素，是角色的代言人，具备扮演的能力。角色扮演，因此成为了品牌视觉设计的起点。

The heart of our brand is the theatre — an art form of stage performance that employs language, movement, dance, music, and puppetry to narrate stories. Theatre consists of four fundamental elements: the actors, the narrative, the stage, and the audience. Actors, as the most crucial component, serve as the ambassadors of characters, endowed with the talent for role-play. Thus, role-play forms the genesis of our brand’s visual design.

▼剧场内的标识设计，visual design for the interior space of theater © Voyager21

首位亲子微剧场的英文名称是Showay Arts Space for Families，英文缩写是SAS，我们用这三个英文字母组合LOGO，形成小人的拟人形态。搭配不同的道具，有乐器、面具、帽子甚至是提线木偶，一个不停行走的可爱小人跃然纸上。他/她是佐罗，是小丑，是吟游诗人，是无所不能的全能演员。标志设计不再是传统的静态唯一解，而是一组动态视觉家族（family of motion identity）。

The logo, crafted from SAS, depicts an anthropomorphic figure. Adorned with various props like musical instruments, masks, hats, and even marionettes, it portrays a charming character in constant motion. This figure embodies Zorro, a jester, a minstrel — an actor with boundless versatility. Our logo design moves beyond the traditional static image to become a dynamic visual family — a family of motion identity.

▼有关角色扮演的视觉设计，visual design of role play © MEEM HOUSE

不同角色和动态，充满戏剧性的品牌视觉语言，让LOGO成为剧场文化的超级符号，也顺其自然的成为了可以不停拓展和进化的IP形象。

The diverse roles and dynamic elements infused with a dramatic language of brand visual, transforming the logo into a symbol of theatrical culture. It naturally becomes a continuously evolving IP image.

▼剧场内的标识设计，visual design for the interior space of theater © Voyager21

▼标识设计细部，visual design detail© Voyager21

立面即媒体
Facade is media

“从首位剧场出发，去看世界。”我们建造一个新世界的入口，通往戏剧世界！

“Embarking from SAS, let’s behold the world.” We construct a portal to a new realm, a gateway leading into the world of drama.

▼剧场入口， theater entrance © Voyager21

如何因地制宜，恰如其分地填补城市空间的缝隙，我们信奉“立面即是媒体”的设计理念。从工作室的第一个建成项目汉中路地铁站公共艺术装置开始，MEEM HOUSE始终保持对城市，建筑与室内三种不同尺度的关注，热衷于捕捉室内空间与城市界面的微妙关系。

To fill the interstices of urban spaces, we adhere to the design philosophy that “the façade is the media.” Beginning with our studio’s first completed project, the public art installation at Hanzhong Road Subway Station, MEEM HOUSE has consistently focused on the urban, architectural, and interior scales, passionately capturing the interplay between interior and urban.

▼剧场入口， theater entrance © Voyager21

在首位亲子微剧场的外立面改造中，我们面对的是140万方的巨构城市综合体。场地位于宽150米、长400米的立体街区的二层，由扶梯、天桥、连廊和高层构成的建筑空间，既不同于市中心的步行街区，亦不同于传统的内街式购物中心。在迷宫般的混凝土矩阵中，我们需要一个直白坦诚，化繁为简的立面形象，剧场的入口即是品牌的宣言。

The site is situated on the second level of this three-dimensional block spanning 150 meters wide and 400 meters long, comprising escalators, overbridges, corridors, and high-rise architectural spaces. Within this labyrinthine complex, we require a façade that is forthright and clear. The entrance of the theatre serves as the proclamation of the brand.

▼剧场的入口即是品牌的宣言，
the entrance of the theatre serves as the proclamation of the brand © Voyager21

在建筑大师文丘里的名著《向拉斯维加斯学习》中，他认为建筑是“带符号的遮蔽物”，建筑除了空间本体，也具有象征主义。传统的剧场入口有几个特征：出挑的雨蓬、绚丽的灯光、硕大的标识，这些元素构成了我们对剧场的第一记忆。追溯剧场原型的同时，我们也在优化工作室的找形（form-finding）逻辑。与首位的相识，缘起小小萌树。既是巧合又是因果，我们在小小萌树的设计中，以树为原型，首次建造了一组弧形穿孔铝板立面。

▼《向拉斯维加斯学习》，learning from Las Vegas © Robert Venturi

In “Learning from Las Vegas” by an American Architect Robert Venturi, he believes that architecture serves as a “symbolic shelter,” suggesting that buildings take on not only their spatial essence but an element of symbolism. Traditional theatre entrances are characterized by different features: protruding marquee, vibrant lighting, and grand signage, all of which constitute our initial recollections of a theatre. While tracing back to the archetypes of theatres, we are refining our studio’s logic of form-finding. Our acquaintance with SHOWAY originates from PETIT CHOU CHOU — a French family learning center. The design of PETIT CHOU CHOU guided us in constructing our first series of façade with curved perforated aluminum panels, taking inspiration from the form of tree.

▼小小萌树安远路校区，Petit Chou Chou © MEEM HOUSE

包裹，是外立面形式逻辑的源头，也是剧场原型的象征意义。1.0版本：一道微弧的四度曲线，代替玻璃幕墙，水平的雨棚渐变成垂直的立面。穿孔图案由上至下的渐变，仿佛漫天繁星洒落，这是戏剧性。但是这样还不够，因为这可以是任何一个剧场。2.0版本：我们在穿孔图案里融入了首位亲子微剧场的英文标识，不是霓虹灯，不是亚克力灯箱，而是用不同孔径的穿孔图案。肌理、标识、照明，化繁为简的形式，三位一体。像素化是一种波普解构，代替习以为常的大字报，文字以图案的载体进行信息的传递。曲面立面仿佛暗藏在手卷中的密码，揭示新世界的入口。改造后的立面不仅传承了传统剧场的气质，更对象征主义进行了媒介的创新；在塑造了首位亲子微剧场在都市巨构中标识性的同时，也为首位的立体街区带来了崭新的活力和能量。

▼立面生成图解，Diagram of façade © MEEM HOUSE

Wrapping is the origin of the façade’s logic of form, as well as the symbolic essence of the theatrical archetype.Version 1.0 features a gentle curve replacing the glass curtain wall to form a vertical façade. The perforated pattern fades gradually from top to bottom, creating an effect of starry sky. Yet this alone was insufficient, for it could represent any theatre. Version 2.0 integrates the English logo of SAS within the perforated pattern through varying aperture sizes. With text as a patterned carrier of information, the curved façade conceals secrets like a cipher in a scroll, unveiling the entrance to a new world. The new façade not only maintains the atmosphere of traditional theatres but also innovates in its symbolism as a medium; it marks SAS ‘s identity within the city and infuses SHOWAY with vitality and energy.

▼弧形穿孔铝板立面，curved perforated aluminum panels© Voyager21

▼图案里融入了首位亲子微剧场的英文标识，
integrates the English logo of SAS within the perforated pattern© Voyager21

万物皆戏剧
The world is a stage

看过世界的孩子，内心更加充盈和强大。

—— 佚名

Children who have seen the world own a more abundant and resilient inner strength.

–Anonymity

▼多功能活动区，multifunctional area © Voyager21

自古以来，剧院把人们聚在一起，在日常社交生活中扮演着重要的角色。“科技的剧场，人文的前厅”，传统剧院最热闹的地方就是剧院的前厅。我们有专业的剧场顾问配合设计一流的剧场声光电，这不是难题。如何打造匹配当代生活范式，符合当地社区需求的剧场前厅，是首位亲子微剧场的核心挑战。

▼前场剖面， section of foyer © MEEM HOUSE

Historically, theatres have gathered people together, playing a significant role in everyday social life. “The theatre of technology, the foyer of arts” – the liveliest part of traditional theatres has always been the foyer. With our professional theatre consultants, designing the sound and lighting of theatre is no longer a challenge. The core challenge for SAS lies in creating a foyer that aligns with contemporary lifestyles and meets local community needs.

▼前场社交客厅，lounge area © Voyager21

再一次的包裹：在20米长，9米宽的矩形空间中，我们植入一道环绕连续的墙体，成为街区的内立面。
Wrapping again: within a 20-meter long and 9-meter wide rectangular space, we implant an encircling wall, becoming the internal façade of the SAS.

▼前场社交客厅，lounge area © Voyager21

柔软动态的墙体，随着不同功能气泡的嵌入渐变成最终的有机曲面。第一个气泡是花园入口的落尘区，不对称气泡扭转空间轴线，开始消解横平竖直的矩形。一大一小两个气泡相融成联通的服务空间：内凹处是精致小巧的咨询台，代替传统的ticket box，是街区的迷你居委会；凸起处是功能齐备的吧台区，联名独立烘培品牌Meebo Kaffee，是街区的快乐能量补给站。一株橄榄树穿越悬挂跑马灯的定制吊灯，倒圆角的长桌区成为咖啡社交的空间标配。沙龙活动区的磨石地坪从深到浅嵌套大小椭圆，对应的天花处是一片内凹柔光灯膜，一个无隔断、弱边界的自在场域满足不同活动模式的沙龙，讲座和发布会。

This wall has been transformed into a curved surface as various functional ‘bubbles’ are embedded. The first bubble is a vestibule after the entrance which acts as a garden. A large bubble and a small bubble merge into a connected service area: the concave part is an information desk, replacing the traditional ticket box; the convex part is a fully-equipped bar, in collaboration with the independent baking brand Meebo Kaffee. An olive tree pierces through a custom hanging marquee-LED banner, and the round-cornered long table becomes a necessity for coffee socialization. The terrazzo flooring of lounge area turns from dark to light following the shape of ellipse, while the stretch ceiling above it is in ellipse to reflect the pattern on the floor. An open interior fulfills the different modes of lounges, lectures, and press conferences.

▼咨询台和米咖焙坊，information desk and Meeboo cafe © Voyager21

“万物皆戏剧”，我们希望以小见大，把一个不足200平方米，商业绩效低下的浪费空间，转化成“戏剧之外，生活之内”的超级社交场：它是一个极具戏剧感的迷你街区，传播世界各地的戏剧文化；它也是一个充满能量的城市会客厅，满足不同年龄段人群和家庭的社交。

“All the World’s a Stage,” and with this concept, we aim to transform an underperforming commercial space which less than 200 square meters into a highly-social space that extends beyond drama into the realm of life. It is a dramatically-charged space that disseminates theatrical cultures from around the world; it is also an energized lounge the socializing needs of diverse age groups and families.

▼多功能活动区投影，multifunctional area with projector screen© Voyager21

除此之外，藏在外立面的另一端暗藏一处飞地，这是超级社交场的一个空间彩蛋。从首位亲子微剧场出发去看世界，在首位课堂用艺术焕新美好生活。首位课堂拥有两个可以合二为一的培训教室，与外立面同一造型语言的包裹形态下配置可智能控制的无影照明，满胶铺的专业舞蹈地板提供最舒适的触感体验。首位课堂是除剧场外，集教育培训、活动沙龙、雅集聚会为一体的第三空间，为社区活动的拓展提供更加专业的空间服务。

▼教室剖面， section of classroom © MEEM HOUSE

At the other end of the façade lies another highly-social space–Showay Artra Lab. It contains two mergeable training rooms equipped with intelligent lighting under the same language of the façade, and the professional dance floor offering the most comfortable tactile experience. Beyond the theatre, the Showay Artra Lab is the third space that combines educational training, activity lounges, and social gatherings, providing a more professional space service for the expansion of community activities.

▼首位教室，Showay artra lab © Voyager21

万物皆戏剧，剧场即果壳。

All the World’s a Stage, and the theatre itself is but a nutshell.

▼培训教室，training room of Showay artra lab © Voyager21

在剧院前场的尽端，墙体破开，缓缓卷起一片室内雨棚，这是呼应外立面新世界入口的记忆唤醒。雨棚不是为了遮风挡雨，而是以拨开的姿态，展露果壳的内核。不同尺度相似形态，似曾相识的空间记忆。LED屏幕播报上映的剧目，“Magical Jouneys Start Here”，提示观众从热闹的社交场中安顿心情，即将进入未知的戏剧世界。换鞋区是一个过渡气泡，大面积黑色的聚酯纤维吸音板点缀明亮的橙色，极致的空间利用满足先后200多人次的换鞋和驻留。藏在换鞋区后面的即是黑匣子剧场，梯田状的台阶座位犹如一座山丘，最多能容纳220人同时观剧。无边界的互动舞台，满足当代亲子戏剧关于演员和小观众之间的亲密互动体验。

▼剧场剖面，section of theatre ©MEEM HOUSE

At the forefront of the lounge area, a small marquee is gently rolling up, this gesture reflects the shape of façade. The LED screen on the marquee announces the current play, “Magical Journeys Start Here” on the door reminding the audience to settle their minds amidst the bustling social scene, on the cusp of entering an unknown theatrical world. The shoe-changing area serves as a transitional zone, where the black polyester fiber sound-absorbing panels are accentuated with bright orange, this space is able to accommodate over 200 individuals. Behind this area is the theatre which is coloured in black, its terraced seating is capable of hosting up to 220 spectators. The boundless interactive stage meets the contemporary demands for intimate interactions between performers and the children in theatre.

▼剧场台阶座位，terraced seating © Voyager21

▼剧场演出，performance © Voyager21

上帝存在与细节中。在MEEM HOUSE以往的亲子教育设计案例中，我们与诸多真诚的教育者沟通，得到一个相似而一致的结论：亲子教育空间不是为了追求网红打卡或是视觉盛宴，而是在无所不在的细节设计中寻求一种真实性。我们与材料顾问甲骨人合作，在装饰主材的选择上进行了严格的环保测试。桦木板的温润，纳米涂料的肤感，无机磨石的细腻，这些质朴的天然材料成为了空间的皮肤。我们反感这几年流行的“平替”概念，而是力求材料质感的真实性：木头就是木头，石头就是石头。装饰不是罪恶，虚假才是罪恶。

God is in the details. In MEEM HOUSE’s past projects on parent-child education, conversations with many educators have led to a consistent conclusion: parent-child educational spaces are not about chasing internet fame or visual feasts, but about seeking authenticity through detailed design. In collaboration with material consultants Jogoro, all the main materials are chosen due to their environmental friendliness and sustainability. The warmth of birchwood, the texture of nano-coatings, and the smoothness of terrazzo, these simple natural materials form the skin of the space.

▼材料和肌理, materials and texture © Voyager21

不止剧场
More than a theatre

爱具体的人，不要爱抽象的人，要爱生活，不要爱生活的意义。

——陀思妥耶夫斯基

Love a concrete person. Don’t love an abstract person. You should love life itself instead of love the meaning of life.

—— Fyodor Dostoevsky

▼前场入口, entrance of foyer © Voyager21

不止剧场，更是社区。

More than just theatre, it’s a community.

▼多功能活动区弧形墙, multifunctional area with curved wall © Voyager21

回想2023年初我们与Elsa及其团队的第一次见面，谈及社区营造的可能性，一拍即合下的共创，传统地产的房东（landlord）思维已经不能满足当下的消费观念。空间追随叙事（form follows fiction），设计不再是精致的皮囊，而更是饱满的内核。

Reflecting on our initial meeting with Elsa and her team in early 2023, the discussion on the potential of community-building led to an immediate and collaborative agreement. Form follows fiction, where design is no longer just a refined form but a rich inner core.

▼多功能活动区弧形墙, multifunctional area with curved wall © Voyager21

剧场是生活的放大镜，通过艺术的方式，让我们更深刻地理解和感受人类的情感和经历。首位亲子微剧场重新定义亲子剧场，这里不仅是戏剧教育的先锋阵地，更会有不同品牌的合作，不同人群的相识，不同价值的汇聚和不同文化的交流。首位亲子微剧场的日常，是由人群，戏剧，场景共同营造的微型社区，也是剧场群计划充满活力的起点。

The theatre magnifies life, allowing us to profoundly understand and feel human emotions and experiences through art. Showay Arts Space for Families redefines the concept of theatre for parents and children, serving not only as a pioneer for theatrical education but also as a hub for collaborations of distinct brand, acquaintance of diverse groups, convergence of varied values, and exchange of different cultures. The daily life of SAS is a micro-community co-created by people, dramas, and scenarios, marking a beginning full of vitality for the theatre complex.

▼黑匣子剧场 , the Theatre © Voyager21

▼室内空间轴测, the interior space axonometric © MEEM HOUSE

▼场地地图，site plan © MEEM HOUSE

▼场地轴测，site axonometric © MEEM HOUSE

▼室内平面，plan © MEEM HOUSE

▼室内平面生成，space massing progress © MEEM HOUSE

▼标识系统设计，iconography © MEEM HOUSE

项目信息

项目名称：首位亲子微剧场
项目地址：中国，上海，青浦首位商业综合体
项目面积：900m²
业主单位：上海联虹置业有限公司
业主项目管理团队：首位（上海）文化发展有限公司
设计单位：MEEM HOUSE
设计总监：秀子
项目建筑师：吕杰
空间设计团队：吕杰，王秋砚，冯岩岩，张浩然，张凯，林晨
视觉设计团队：秀子，陈思雨，吴凌艳
机电顾问：王必虎
材料顾问：甲谷人
照明顾问：劢光设计
剧场顾问：虎跃舞台设计
施工单位：上海万星建设工程有限公司
空间摄影：Voyager21
设计时间：2023.04至2023.07
施工时间：2023.07至2024.01
项目主材：无机磨石，穿孔铝板，桦木多层板，聚酯纤维吸音板，穿孔吸音板，纳米涂料，A级防火膜，模块柔性LED屏幕

Project Information

Project: SHOWAY ARTS SPACE for FAMILIES
Location: SHOWAY Commercial Complex, Qingpu District, Shanghai, China
Area: 900m²
Client: Shanghai Lianhong Real Estate Co., Ltd.
Client’s Project Management Team: SHOWAY (Shanghai) Cultural Development Co., Ltd.
Design Studio: MEEM HOUSE
Design Director: Xiuzi
Lead Architect: LV Jie
Spatial Design: LV Jie, WANG Qiuyan, FENG Yanyan, ZHANG haoran, ZHANG Kai, LIN Chen
Graphic Design: Xiuzi, CHEN Siyu, WU Lingyan
MEP Consultant: WANG Bihu
Material Consultant: Jogoro Material Consulting
Lighting Consultant: Mai Guang Lighting Design
Theatre Consultant: Huyue Stage Design
Construction: Shanghai Mansei Construction Engineering Co., Ltd.
Photographs: Voyager21
Design Period: April 2023 to July 2023
Construction Period: July 2023 to January 2024
Main Materials: Terrazzo, Perforated Aluminum Panels, Birch Plywood, Polyester Fiber Acoustic Panels, Perforated Acoustic Panels, Nano Coating, Class A Fire-resistant Film, Modular Flexible LED Screens

More：MEEM HOUSE