gooood团队采访世界各地 35岁以下的年轻创意人，他们有的是创业者，有的是普通职员。我们探访众生百相，记录这个时代年轻人的面貌和真实状态，欢迎您的推荐和建议。
第17期为您奉上的是 睿集设计 创始人刘恺，更多关于他们：RIGI Design on gooood

gooood team interviews creative individuals under 35 years old from all over the world, some are pioneering founders, some are ordinary practitioners. gooood is trying to record the authentic living and working states of this era. Your recommendations and suggestions are appreciated!
gooood Under 35 NO.17 introduces Liu Kai, founder of RIGI Design

▼视频（视频为3分钟精华版，全文深度采访见下方文字。建议选择高清1080P观看。）

gooood x Liu Kai 刘恺

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入行
Become a Designer

“我从小开始画画，喜欢做模型，喜欢一些机械的东西……加上我对视觉化，产品化的东西比较感兴趣，一点一点形成了自己的公司。”

“给品牌一个更好的，更单一的调性，是这么多年来我们推进品牌建设的方式。”

“I started drawing when I was a child and was interested in model making… in addition with my interests in visualization and productization, I established my own company.”

“Our way of building and promoting a brand is to provide the brand with a homogeneity based on good quality.”

我是青岛人，出生在海边，周围都是德国风格的房子，生活环境还算有艺术气息。离我们家很近有一个海军陵墓，现在是海军博物馆，从小我就会接触一些和军队有关的好玩的东西。我从小开始画画，喜欢做模型，喜欢一些机械的东西，这和我之后从事设计行业有一定关系。我的家庭环境比较自由，不是特别循规蹈矩，因此我从事的行业也是随自己乐趣。我之前是做空间设计的，后来觉得做的很多项目并不是我生活的一部分，所以就离开了。加上我对视觉化，产品化的东西比较感兴趣，就一边做空间设计，一边做产品视觉设计，一点一点形成了自己的公司。

I was born in Qingdao, a costal city in which there are lots of German-style buildings and full of artistic atmosphere. There was a naval mausoleum located near my home, and it has now become the Naval Museum. When I was a child, I was in touch with navy-related gadgets, and started to be interested in drawing and model making. This has in some way influenced my design career. My family provided me with a liberal environment where I did not have to obey too many rules. Therefore, I chose to do what I was interested in. I used to engage with space design, but later I felt it was not part of my life. Then I left to establish my own firm step by step, dedicating to both space design and product visual design, since I was always interested in visualization and productization.

▼刘恺的办公室，Liu Kai’s office

▼办公室中放着刘恺童年的收藏，也是他做设计的起点，collections with childhood memory, which is also Liu Kai’s starting point of design

我读大学是在2000年，那时有很多机会，从大一开始我就去锻炼自己做设计。从辞职到创业对我来说是一件自然而然的事情，没有一个泾渭分明的过程，而我能够接到客户也是机缘巧合。那个时候没有现在这么多知名事务所和设计公司，大家对设计的诉求就是对你个人能力的认可。热风现在有一千多家店，所有的形象都是完全由我们设计的。2008年热风开始做第三代，我们当时对未来生活方式做了一个预判。我们认为未来shopping mall会越来越多，热风肯定会做到商场里。此外，热风吻合了当时快时尚的趋势，我们介入时只有七八十家店，现在已经翻了十多倍，达到了一千多家。在这个过程里我们做的不只是空间，我们还包揽了从视觉到产品升级，再到整个的终端形象。我们最早做热风的时候有一个很重要的概念，即热风不是一个单一品牌，它是朴实、大众的品牌，应该平台化。因为它卖的东西没有一个限定风格，大家需要什么，它就卖什么。“去买热风牌的东西”和“去热风买了一个东西”是两个完全不同的概念。给品牌一个更好的，更单一的调性，是这么多年来我们推进品牌建设的方式。

I went to college in 2000. I had met a number of opportunities after I began to train myself for design. For me, the resignation to start up a business was a natural choice. There was not a clear-cut plan, and the first contract I gained from my client was actually a coincidence. At that time, there were not so many well-known design firms and offices like today. People’ s appeal for design was based on their recognition of your personal skills. Hotwind now has more than one thousand stores and we took charge of all their designs. In 2008, hotwind entered its third generation. We predicted that the number of shopping malls will increase significantly in the future, and therefore hotwind is going to open more retail stores in malls. Besides, hotwind has followed the tendency of fast fashion at that time. There were only 70 to 80 stores when we take over the project, but now the number has grown to more than one thousand. During its process of development, we deal not only with the space design, but also with the upgrading of products and the branding. From the beginning, our proposal for Hotwind has been based on the concept of platformization, meaning that we define Hotwind as popular, collective brand. There is not a specific style reflected in Hotwind’s products. It is always better to say “Buy a Hotwind product” than “buy a product from Hotwind”. They are completely different concepts. Over the years, our way of building and promoting a brand is to provide the brand with a homogeneity based on good quality.

▼早期热风3代（左）/ 早期热风4代（右）the third generation of Hotwind （left) / the forth generation of Hotwind (right)

▼后期热风5代形象设计，品牌形象大幅提升，the fifth generation of Hotwind, sharply improve the brand image

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注重用户的需求和情感
Focus on the Needs and Emotions of the Users

“我们要过滤掉对行业的理解和经验，精确定位社群。“

“We need to filter our existing acknowledge and experience and precisely orient our audience.”

要找到不同项目的需求连接，我觉得要首先抛掉所谓的经验，特别是一些惯性思维。按照一个逻辑，别人做的书店是网红，而你做的书店未必。项目的位置，设计的核心模式都会有影响。设计师必须要站在使用者的立场，通过他的行为去判断设计的东西是否有效。我们生活方式改变了，需要更好的东西，但这些都是正确的废话，不会让设计真的有效。我们要过滤掉对行业的理解和经验，精确定位社群，站在他们的角度去理解你认为的基本需求和潜在需求，再结合之前的一些设计手段完成项目。以我们做的牙医诊所为例，为什么我们要把它做得很温暖呢？不是所有的医院都需要温暖，也不是每一个患者都需要温暖的空间。我们的出发点不在那里。看牙对很多中国人来说不是病，简单处理一下就完了。而那些爱护牙齿关怀牙齿，甚至会去私人诊所看牙的人，肯定是有这方面的生活要求，这决定了我们要做温暖的诊所。如果我们未来再做一个医院就未必会做成这样，有的医院需要整洁高效，便于清理和维护可能比温暖更重要。

To find out the connection between the requirements of different projects, I think the first thing to do is to abandon your experience, especially your conventional thinking. For example, if someone designed a bookstore that is quite popular, it doesn’t mean that the bookstore you design should also be popular. The location of the site, or the design concept will have an impact on the result. A designer must stand in the user’s view and to evaluate the feasibility and availability of the solution. Our lifestyle has changed. We need better things. These are correct bullshits, which will never really contribute to your design. What we need to do is to filter our existing acknowledge and experience about the industry, and to precisely orient our audience. Try to understand both essential needs and potential needs if your clients, and then complete the project with your expertise. Taking the Warm Clinic as an instance: why should we make it “warm” ? Not all clinics need to be warm, as not all patients need to stay in a warm space. In this project, we considered about the fact that for many Chinese people, dental diseases seem not to be a serious problem, while the treatment is relatively simple. However, for those who care much about their teeth and frequently see a dentist, a warm atmosphere seems to be significant. This was the reason why we decided to build the Warm Clinic. If one day we are asked to design another clinic, we may take a different approach, since tidiness and convenient maintenance can be more important qualities for the other part of clients.

▼睿集部分成功设计项目一览，不拘泥于对行业的理解和经验，注重用户的需求和情感，part of RIGI’s successful design projects, paying attention to the needs and emotions of the users instead of the existing knowledge and the experience

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产品化终端
Terminal Productization

“模式，体验和形态，三者对于未来的产品化很重要。”

“Model, experience and form are all significant to our productization in the future.”

空间不仅包含由长宽高形成的物理属性，人在里面做什么事可能比行业本身的属性更重要。终端要满足人在空间里的所有诉求，要考虑他的社会角色及行为因素。很多设计关注的不再是一个物理空间，而是物理空间里面会发生的事。产品化不是做一个壳子或者容器，而是要对人产生影响。现在流行的联合办公形态就是为人们提供了做一些新的事情的契机。我们首先要关注形态里面的核心模式是什么，此外还要关注它的核心体验。iPhone的成功就是因为它颠覆了诺基亚的功能性，把所有体验放在了一个屏幕里，建立了一个属于苹果自己的生态，并且完善地和人们的生活连接在一起。核心社群是另一个非常关键的问题。现在很多成功的案例或者品牌都有自己相关的社群。在展览中，你会看到很多相似的人聚在一起，这是通过一个载体去连接很多社群。模式，体验和形态，三者对于我们未来的产品化都很重要。我们不能先奠定一个风格再谈设计。我们必须时刻理解时代因素，判断一个诉求是否有效，而不是去凭空想象一个需求。现在很多所谓的TH实际上都是伪需求，真正影响你的需求是有效的、能够精确连接你的生活或者情感。这些东西最后会形成一个产品化的动线，然后再指引你去完成设计。

A space is not simply formed by its physical properties. The activities that happen in those spaces may be much more important. A terminal is supposed to meet all the requirements of its users, while taking their roles and behaviors into consideration. Productization is not to make a shell or a container, but to actually produce an effect on people. For example, the co-working space, which is very popular in current time, is designed to provide people with opportunities to do something new. We first have to pay attention to the core model of a product, and then to the core experience. One of the reasons for iPhone’s success is that it redefined the meaning of functionality, putting all experience in a single screen. Apple built it’s own ecosystem, and perfectly integrated it with people’s daily life. Another key point is the community. Most of the successful models or brands have their correlative communities. An exhibition may attract people who share similarities, which can be regarded as a carrier that link people together. Model, experience and form are all significant to our productization in the future. We will never consider about the style before we start to design. We must always understand our user’s demands at present, estimating their availability, rather than to draw up a target out of imagination. Many of the so-called TH are actually fake demands. A true demand must be effective, which can precisely hook up to your life and emotion. It will eventually generate a hint of productization and guide you to complete your design.

▼睿集设计理念导图，design map of RIGI

“终端，是在空间中赋予生活场景的需求，与使用者建立联系之后的场所。它不仅仅是一个销售场地，更是品牌的第一个产品，可以创造和满足用户不同层面的需求。”

“Terminal is to fulfill the scenario requirements within a space, and to establish a connection with the user. They are the first product of a brand that could stimulate and fulfill the requirements of the super-users in all dimensions.”

我理解的终端，是在空间中赋予生活场景的需求，与使用者建立联系之后的场所。通过对生活场景需求的理解，带来终端行为和终端体验，总结设计洞见，形成终端思路；从这个角度，终端的作用不仅仅是承载产品，而是和商品本身形成相辅相成的统一逻辑。

新零售的意义在于用不同形态的终端去连接新的时代接口,用需求的价值创造属于品牌的超级用户。终端亦并不仅仅是一个销售场地，更是品牌的第一个产品，而未来终端就是创造和满足超级用户的不同层面需求的超级终端。

My understanding of a terminal is to fulfill the scenario requirements within a space, and to establish a connection with the user. Through studying the scenario requirements, designers will obtain the insights and finally grasp the method of terminal design. In this way, terminals are not only aimed at supporting and containing products, but shaping a unified logic that complement with the products.

The new form of retail is to connect the interfaces through different types of terminals, and to use the value of demands to create super-users for a brand. Terminals are more than a place for selling. They are the first product of a brand. A future terminal is conceived as a super-terminal that can stimulate and fulfill the requirements of the super-users in all dimensions.

▼睿集设计的零售项目 – 木九十，Retail projects – Mujiushi

▼睿集设计的零售项目 – 孩子的时光（点击这里查看更多）Retail projects – Kidsmoment (click HERE to view more)

▼睿集设计的零售项目 – Magmode名堂杭州概念店（点击这里查看更多）Retail projects – Magmode (click HERE to view more)

“产品化终端必须有可复制性…我们不是做一个小而美的东西，我们做的是一个针对时代可执行的东西。”

“A productized terminal should be reproducible….We are not producing something small and delicate, but something executable at the present time.”

设计师接受委托是一个双向选择的过程，就像谈恋爱，我得喜欢你，你也得喜欢我。一个设计公司如果什么都敢接，什么都能做，那它首先就不对。我们在选择客户的时候会比较慎重，会先跟客户沟通，以确定我们的设计是有效的。我们不太接触不是特别能表达自己的项目。接合适的项目，通过自己的设计帮助，影响一些人，这是很好的事。另外我们不去探讨设计本身长什么样，而是会花很多精力去调研它背后的社群。这个调研不是去收集数据，因为时代每天都在变，过多的数据未必能指导你的设计。我们会去看之前发生过什么，再据此找一些东西指导我们的设计，这是一个比较漫长的过程。睿集在大家心目中是有风格的，但我们的风格其实是自然而然形成的，不是强势地加入到设计里面的。设计概念形成后，我们会花很长时间去细化方案。产品化终端一年可能要开五百家甚至一千家，它必须要有可复制性，因此系统化和逻辑化非常重要。做一个好看的设计不是特别难，但是建立系统不容易。最后是项目执行，把图纸变成现实，这个过程需要我们不停地跟进。总而言之，设计的第一步是制定一个前期的产品化动线和策略，之后就是概念的设计，接着就是从概念到做成的过程。生一个孩子特别难，生完之后照顾孩子成长也要事无巨细，需要我们投入很多关注。

睿集从2008年开始一直在关注系统化建立，可以说是我们的强项。我们不是做一个小而美的东西，我们做的是一个针对时代可执行的东西。系统化里包含施工和执行，相关的所有事情都应该在这个系统之中。设计不是一个偶然事件。如果单纯设计一个空间的话，你怎么做都可以，系统化后就要考虑系统中的每一部分。首先需要建立逻辑，建立它的骨架，梗概和概念，再一步一步推进到所有环节，最后系统才能运转起来。

▼Magmode名堂杭州概念店，深入的模块化道具设计（点击这里查看更多）Retail projects – Magmode, special designed shelf model (click HERE to view more)

The commitment made between designers and clients is a bidirectional choice. It is like dating someone, which means you have to be interested in each other. I think it is not a good thing for a design firm to accept every kinds of commissions. We are always cautious about choosing clients. We will firstly communicate with our clients to ensure our design would be effective. We rarely do the projects that are difficult to express our design philosophy. It is a good thing to choose the appropriate projects and then use your skills to help and influence people. We are not discussing what design is, but spending time analyzing the community behind it. This kind of analysis deals not too much about the data collecting because everything is changing overtime. Too much data may have a negative effect on your design. We will first look at what happened previously and then find something to guide our design, which is a long term task. I like to reverse the decisions. RIGI is approved to have its unique style, while this style is formed naturally, rather than forced into design. We will spend much time detailing our solutions after the conception phase. A productized terminal should be reproducible, since there will be about 500 or even 1000 new terminal open in every year. Therefore, logic and systemization are very important factors for a terminal. It is not difficult to make your design good looking, but it’s hard to build a system. The final step is to implement your design, translating the drawings into reality, which acquire us to keep following up. In general, the first thing to do in design is to establish a clue and strategy for productization, and the second is to put the concept into practice. It is like raising a baby, which request you to pay a lot of attention from his birth.

Since 2008, RIGI has been focusing on systematization, which can be seen as our strength. We are not producing something small and delicate, but something executable at the present time. Systematization consists of construction and execution, which include all things that are correlative. Design is not an accidental event. When you simply design a space, you can do whatever you want. However, once you establish a system, you have to consider about every single part. The system will operate only when it is logical enough to make each of the stages proceed smoothly.

▼Magmode名堂杭州概念店，设计细节（点击这里查看更多）Retail projects – Magmode, design details (click HERE to view more)

“终端反馈非常重要。要根据使用者的习惯进行迭代和优化，保证设计持续有效。”

“Feedbacks from the end users are very important. We should iterate and optimize the design accordingly to guarantee its effectivity.”

终端反馈非常重要，大家都在谈互联网思维，其实就是一句话，用户为核心。互联网会每天针对你的使用诉求去自我更新。我觉得做空间也好，做终端也罢，都要去感觉使用者的习惯做相应的调整。热风名义上有三代四代五代，但实际上在这里面的升级有无数次。我们会用三到四个月采样来发现可能存在的问题，如动线上的或陈列上的，并及时对其进行更改和优化。迭代和优化要拼接进行，以保证你的设计持续有效。人们需求的变化太大了，作为一个设计机构，一方面我们要细致，要针对每一个项目的诉求去满足不同的需求；一方面我们要不停地关注时代中发生的事情。有时候直觉比经验和数据更重要。你要透过一个个发生过的场景或者做完的项目去重新梳理对生活方式的理解，然后再把它们总结成自己的东西，用在下个项目里，如此类推。慢慢地，你可以更好地理解这个时代，而不是去针对每个项目做一些很小的调研。我们服务的种类很多，需要自己根据经验增加或减少属性，不见得要在一个空间里实现业主的所有需求。如果你有一个产品化思维，你就能够去判断人的行为是否有效，并且在终端里面把有效的部分实现出来。

The feedback from the end users is very important. People have talked much about internet thinking, which can be summarized into a word – users as the core. The internet will self-update basing on the users’ requirements, and so should the design does. The brand of Hotwind has been officially upgraded for four or five times, which is far less than it actual does. It will take us three to four months to collect samples to find all the problems that can be possible to appear in the workflow or the final display, and then to make timely updates and optimizations. The iteration and optimization should run together to guarantee the effectivity of your design. There always be radical changes in people’s demands. As a design firm, we should be meticulous to meet every need produced by different projects. In the meantime, we must keep focusing on what is happening in contemporary time. Intuition can sometimes be more important than experience and data. You have to clarify the definition of lifestyle through your completed projects, and then use it into new projects in the future. You will generally understand the time, instead of doing a small investigation for one project. We provide various types of service, in which we add or reduce the feature of a product, because sometimes it’s not necessary to satisfy all the requirements at a time. The consciousness of productization can help you to judge whether people’s behavior makes sense, and thus to realize it through the terminal you design.

▼睿集因为其独特的产品化终端理念受到了各个品牌的合作邀约，以下为睿集产品地图，RIGI corperates with many brands that are impressed by the idea of terminal productization. Below is the product map of RIGI.

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关于风格
About Style

“利用自己的设计语言建立精确的格调，跟业主一起去满足时代。”

“Create the spirit of the project by our own design language precisely, cooperating with the client to meet the needs of this era.”

我们虽然是to B的公司，但是要拿to C的心态去服务。很多设计公司抱怨业主不理解他，很难搞，但这个时代最难搞的不是业主，而是使用者，也就是业主的那些顾客。睿集和业主之间不是对立关系，而是协作关系，我们要跟业主一起去满足这个时代。首先，来睿集工作的人都认同我们的这种风格，我们是同一个社群；其次，业主认可我们的风格。这两个层面做好，就可以建立一个标准，后面是搭建的事情。如果不能让所有人都认可你，那后面的事情就很难进行。反过来说，一旦前期的工作都做好了，后面操作起来就比较简单。

Although RIGI is a firm that service for clients, it works as a consumer oriented one. Design companies frequently complain that the clients are too difficult to satisfy. In fact, clients are not the most difficult to deal with, but the users, the consumers. We never stand oppose our clients, instead we cooperate with them to meet the needs of this era. First of all, our team members have the same opinion on RIGI’s style. We belong to the same community. Secondly, RIGI’s style is accepted by its clients. These are two essential aspects for establishing a standard. If your ideas are not accepted since the beginning, it will be hard for you to push forward. In turn, things will be much easier when you have made sufficient preparations.

▼睿集风格的设计作品，design projects in RIGI’s style

我们做的不是风格。风格是挺时代化的东西，就跟每个人穿衣服一样，都有自己的调性，不可避免。通过很多有效的设计形成的风格是有道理的，但大部分所谓风格我觉得只是一个流行的设计语言。你背过一些单词不代表你会说，你利用这门语言结合自身情况表达出来才叫设计风格。大家可能会说我们做的比较温暖，我觉得这是好事情，它说明我们的设计是有效的，至少在形式上能让人产生一些共鸣。实际上我更关注的不是颜色或图形，而是格调。很多东西不是特别高档，但不代表它们就要廉价；有些空间虽然用了很多名贵材料，但你不觉得它有格调。在有限的空间里面用自己的设计语言很精确地建立格调特别重要。我们会用一些视觉化的手法，如颜色，去完成格调的建立，而不是靠材料堆砌。格调不只是设计上的判断，它还是情感的连接。

We do not focus on style. Style relies on time, just like the fashion stuff. It is reasonable to build your style through effective designs, but in my opinion, most of styles are just a fashionable design language. A style must be based on one’s own experiences and ideas. You have to use this language in your personal way. Some people would label our work as “warm designs”, which I think is a good thing. It proves that our design is effective, at least in the level of form. Comparing to factors like color scheme or graphic, I pay more attention to the spirit of our design. The price is not equal to the value. An interior design proposal may advocate expensive materials, but still possible to fail in spirit. It is quite important to use your own language precisely. We prefer to use visual skills to promote the expression of spirit, rather than using superfluous materials. Spirit is not just the judgement in design, it is also an emotional connection.

▼多元化的项目 – 极橙齿科，颜色和图形的搭配体现设计的格调，创造出温暖的感觉（点击这里查看更多）Diverse projects – a warm dental clinic, using visual skills to promote the expression of spirit (click HERE to view more)

我们现在做的空间比较多元化，有不同的质感，但在其中实现了一种调性的统一，让别人一看就知道是睿集的东西。在设计里建立自己的格调不一定非得用某一个特定的材料或颜色。妹岛和世的作品里会用到不同的材料和不同的表达，但人们一看就知道是她，因为她已经在设计里植入了自己的东西。我们还在朝这个方向努力。至于温暖、酷或者有趣，这都是不同的情绪表达而已。未来我们可能会做更多多元化的项目，比如最近我们做了蛮多跟社群有关的有趣案例。更重要的还是产品化终端，希望这个理论能指导我们睿集的设计，也影响别的公司。

Our interior works are relatively diversified and have different atmosphere and texture, but still we kept a unified style in that. To build an iconic identity does not mean you have to use specific materials or colours. The point is to embed your characteristic into the design, which is also what we strive to achieve. As for the feeling of warmth, coolness or enjoyment, they just represent different ways of expressing emotions. In the future, we will engage more in diversified projects, and we have recently completed a series of projects related to community. I hope that the idea of terminal productization can become a guideline for RIGI, and also for other design companies.

▼多元化的项目 – 里弄住宅改造（点击这里查看更多）Diverse projects – residential renovation in Lilong (click HERE to view more)

▼多元化项目 – 啼声影视工作室（点击这里查看更多）Diverse projects – First Cry Film Office (click HERE to view more)

▼多元化设计 – 喜鼎饺子店（点击这里查看更多）Diverse projects – Xiding Dumpling Chain Restaurant (click HERE to view more)

“设计是一个接口，连接不同的素材。要面向角色场景提供解决方案，想得更多、更深，这是我所理解的时代精神。”

“Design is an interface that connects a large number of different materials. We should think more and deeper to provide solutions for specific life scenes and this is my understanding of spirit of the time.”

设计要满足的不仅仅是功能上的问题。功能是一个载体，不仅是单纯提供一个作用，它还是生活场景的一部分。你不能用自行车去解释共享单车，也不能用小卖部去解释便利店，这些东西面向的是不同的生活场景。在这个时代里，你得抛掉原来单一化、功能化、一元化的思维方式，去迎合人们对不同生活场景和角色的要求。你提供的可能是一个形式，也可能是一个解决方案，甚至是某种体验。设计是一个接口，你要连接不同的素材，要懂策略，懂视觉甚至营销，才能完成一个有效的设计。成功的企业不一定高大上，但它永远是在帮人解决问题。它会贴近你的生活场景，给你提供一个在这样的场景里会影响你的产品。新媒体也是一样。不说它会不会取代实体，至少在这个时代里它更有效。大家能够通过新媒体在有限的时间内获得更多信息。这就是面向角色场景提供解决方案。要想做有效的设计，前提是你要想得更多、更深，而不是简单地探讨功能之外的风格体系。这就是我理解的时代精神。

▼里弄住宅改造，融入到生活场景中（点击这里查看更多）Residential renovation in Lilong, corresponded with the living environment (click HERE to view more)

Design deals with not only functional problems. Function is a carrier, as well as a part of our life scenes You can neither explain the concept of shared bike through a bicycle, nor explain the convenience stores through a small shop. They are oriented towards different life scenes. You have to avoid the monistic way of thinking, and to cater for the requirements provide by people, basing on their roles and identities. The result can be a form, a solution, a kind of experience. Design is an interface that connects a large number of different materials, calling for a capability of visualizing, strategy making, or even marketing. Only in this way can you complete an effective design. A successful company must be always helping people solve their problems. They are close to people’s life scenes, providing products that can influence you in specific situations. It is like the new media, which may not replace the traditional medias, but proved to be more effective. When time is given, people can access to much more informations from new media platforms, which is exactly an example of designing for specific life scenes. In order to produce an effective result, you must think further and deeper, rather than discuss the style without considering the practical functionality. This is my understanding of spirit of the time.

▼极橙齿科，为不同功能空间设计不同场景，带来不同体验（点击这里查看更多）a warm dental clinic with different design strategies for different functional spaces (click HERE to view more)

RIGI的出现，一方面契合了这个时代，现在消费升级，市场变革。不管是设计需求还是体验的需求，我们都有相应的解决方案。另一方面对品牌来说，我们也做了一些示范性的工作，包括我们的终端理论，在设计工具和设计方法建立了新的方式。商业空间不单是一个形式化的东西，它是一个整体。

On the one hand, RIGI conforms to the trend of the times. Whether it’s for design requirements or experience needs, we have the capability to produce appropriate solutions. On the other hand, we have provided some works, which include our theory in terminal productization, that can be regarded as prototypes in terms of design methods and tools. Commercial space is not merely a matter of form, but an entirety of different aspects.

▼孩子的时光，从空间到标识的整体设计（点击这里查看更多）Kidsmoment, integrated design from space to UI (click HERE to view more)

▼啼声影视工作室，家具及标识设计（点击这里查看更多）First Cry Film Office, furniture and UI design (click HERE to view more)

________
挑战与未来
Challenge and Future

“永远做时代里的创新者，而不是跟随者。我们要拿以前的案例去输出自己，做睿集的东西，睿集style。”

“Always be the innovator, not the follower. We will convey our concept and value basing on our completed works. This is what I call ‘RIGI Style’.”

我所面临的一个挑战是在设计层面我要去完成跟业主和施工队之间的连接，确保公司永远站在创新的立场上做新鲜的事物；另一个挑战是随着公司运营的商品越来越多，我们要怎样才能保证高效地完成项目，把它做成可以连接真正的使用者的产品化终端，这可能是我们所面临的最大的问题。有时候业主更快，设计公司要跟在别人后面跑。我们需要在传统行业里建立自己的模式，让自己变得更快更新。

One of my challenges is to establish the connection between clients and the construction team, making sure that we can continue producing innovative things. As our product line is keeping expanding in its scale, a new challenge is that we need to find a way to complete our projects very efficiently, and make them become the real terminals directly linking with the users. This might be the largest challenge we are faced with. Sometimes the clients walk ahead of the designers, and therefore we must force our pace to stand out from the traditional pattern of the industry.

▼睿集办公环境，设计体现了睿集的格调（点击这里查看更多）RIGI office in RIGI style (click HERE to view more)

我们的事务所里最重要的是设计师。我们规模比较小，公司比较平稳，年轻人居多，不适合层级化的运营模式，还是希望有新鲜血液进入。未来我希望我们在设计领域有自己的做事方式，有自己的理论，针对这个时代做创新，有效的设计。我们想创造一种新的设计方向，而不是把自己放在一个套里；永远做时代里的创新者，而不是跟随者。我们要拿以前的案例去输出自己，做睿集的东西，睿集style。

Designers are the most important part of our company. Due to its relatively small scale, RIGI is smoothly moving forward. Most of our team members are young people, so it is not very suitable to build a hierarchical operation system. I hope there will be new blood entering in the future. We are willing to build our rules and standards, as well as our own theory, to produce innovative and effective designs. We intend to create a new trend, instead of being restricted in a stereotype. Always be the innovator, not the follower. We will convey our concept and value basing on our completed works. This is what I call “RIGI Style”.

▼睿集创始人刘恺，RIGI founder Liu Kai

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