重庆目耳MUUURMusicLive

"无夜态，不旅游”据相关统计，中国旅游消费60%以上发生在夜间。在白天，重庆CBD极核区解放碑是人们忙碌工作的场所；而夜晚，它则变成了一个充满活力与魅力的舞台。

“No nightlife, no tourism.” According to relevant statistics over 60% of tourism consumption in China occurs at night. During the day, Chongqing’s CBD core area at Jiefangbei is a place for busy work, while at night, it transforms into a vibrant and charming stage.

▼外观概览，exterior appearance© 吴鉴泉

夜经济「目耳MUUUR」解锁CBD极核区的流量密码NIGITECONOMY“MUUUR”UNLOCKS THE FLOW PASSWORD OF CBD CORE AREA

走在重庆这座城市，你会感觉总有爬不完的楼梯，上不完的坎，这大概就叫“举头三米有人民”。正如朱海博设计团队在2006平方米的目耳MUUUR里构筑出金属丛林里的山梯。

▼金属丛林里的山梯，mountain stairs in a metal jungle© ARCHIHOPE

Walking in the city of Chongqing, you will always feel there are endless stairs to climb, obstacles to overcome. This is perhaps what they call “Three meters above one’s head, there are people.” Just as within the 2006 square meters of MUUUR, ARCHIHOPE’s design team have constructed mountain stairs in a metal jungle.

▼项目视频，video© ARCHIHOPE

01流量转化：Traffic Conversion

ARCHIHOPE创建了眼睛和耳朵盛宴–「目耳MUUUR」品牌，命名意在完全解放人的视觉和听觉。品牌与定位确立后，IP的营销转化才是王道，制造多巴胺的永动机顺势分泌。黑夜产生了夜经济，也为人创造出一个真实的自我，将自己的五感呈现出来，不会如同白天一般，在意行为细节和伪装而导致产生距离感。「目耳MUUUR」的引流就在于给每个人一个逃离日常的理由，让每个人都可以让心灵“卸妆”，它激发的不是征服世界的野心，而是疗愈、释放和生活的渴望。

ARCHIHOPE have created a feast for the eyes and ears – the “MUUUR” brand. The naming is intended to fully liberate people’s vision and hearing.After the brand and positioning are established, the marketing conversion of the IP is the kingly way, and the perpetual motion machine that produces dopamine is secreted accordingly. The night has given rise to the night economy and also created a true self for people, presenting their five senses. Unlike during the day, there is no sense of distance caused by caring about behavioral details and disguises. The attraction of “MUUUR” lies in giving everyone a reason to escape from the daily routine and allowing everyone to “remove the makeup” of their souls. What it inspires is not the ambition to conquer the world, but the desire for healing, release, and life.

▼入口图解，entrance drawing© ARCHIHOPE

02建筑表皮：Building Facade

ARCHIHOPE善于站在城市IP的维度增值项目“引力”，在辨识度方面，结合环境的差异性、排他性、接受度等市场逻辑思考建筑外立面和商业门头的对外形象。因此，设计师提炼出以冲孔板打造的异形建筑表皮。冲孔板打造的建筑表皮，夜幕降临，金属帷幕仿佛为你撕开了一条神秘的通道。

ARCHIHOPE is good at increasing the “gravitational force” of the project from the perspective of urban IP. In terms of recognition, considering the market logic such as the difference, exclusivity, and acceptance of the environment, they think about the external image of the building facade and commercial storefronts. Therefore, the designers extracted the special-shaped building skin made of perforated plates.The building facade crafted from perforated metal; as night falls, the metal curtain seems to tear open a mysterious passage for you.

▼金属帷幕，metal curtain© 吴鉴泉

观众从撕开的入口步入，内部空间交错着LED、重金属立面及可望不可及的红色阶梯，你必须先走过逼仄的通道，才能寻找到踏上丛林中的山梯，设计将几个动作便把观众的期待感拉满。

The audience enters through an entrance torn open in the building envelope, stepping into an interior where LED lights, heavy metal facades, and unreachable red staircases intertwine. One must first traverse a narrow passage to discover the mountain stairs amidst the jungle, as the design unfolds several steps that fully heighten the audience’s anticipation.

▼逼仄的红色阶梯，red narrow steps© 吴鉴泉

“我们希望目耳是一个丛林般世外桃源，走入的过程就是移步换景的过程。内场空间的通道上，我们创造了特有的原生氛围，有风雨雷电，也有烈日炎炎，有上坡也有下坡，就像是走在重庆一年四季的大街小巷。”—ARCHIHOPE主创朱海博说道。紧接着就是一条步入式景观空间设计中的开阖之道。逼仄的通道走到尽头，映入你眼帘的便是豁然开朗。

ARCHIHOPE’s founder Hihope Zhu said, “We envision MUUUR as a utopia-like jungle paradise, where entering is a journey of changing landscapes. Within the internal space’s passages. We’ve crafted a unique primal atmosphere with storms, thunder, scorching sun, uphill and downhill paths, akin to navigating the streets and alleys of Chongqing through all four seasons.”Immediately following is the unfolding path in the design of an immersive landscape space. Upon reaching the end of the narrow passage, what unfolds before your eyes is a sudden revelation.

▼豁然开朗的开阖之道，a sudden revelation at the end of the narrow passage© 吴鉴泉

03声学空间：Acoustic Space

基于听觉本质，ARCHIHOPE设计团队吸取了英国著名录音师Alex Boyesen的建议，对整个空间的形状，以及吸音材料、观众席布局等进行周密考量，最终采用了“山城”概念来指引整个空间、动线、结构的设计。

Based on auditory essence, ARCHIHOPE’s design team took inspiration from renowned British sound engineer Alex Boyesen’s advice, meticulously considering the shape of the entire space, sound-absorbing materials, and audience seating layout. They ultimately adopted the concept of “mountain city” to guide the design of the entire space, circulation, and structure.

▼展演空间，acoustic space© 吴鉴泉

首先，平面上将舞台及幕布以大弧度曲面屏的形式设于内场入口的对角线上，整个空间就形成了对角式布局，如此一来便可在舞台四周逐渐抬高设置观众席，这种形式最大的优点是在超大无柱空间内缩短后排观众至舞台的距离，从而确保在自然演奏的条件下，有足够强的响度。

此外，利用每一个层级的卡座边的护栏和楼座的矮墙，可使观众获得足够强且有较大覆盖面的早期侧向反射声。而且从视觉体验来说，舞台背景就有一种无限延伸的视觉感，最大化冲击着入场动线末端的开放空间。让每一位来的客人都能在极致的音画冲击中，无死角地体验来自舞台表演者的魅力。

▼轴测，axon© ARCHIHOPE

Firstly, from a plan view, designers have positioned the stage and curtain in the form of a large curved screen at the diagonal entrance of the internal field. This diagonal layout creates a surrounding configuration where audience seating gradually rises around the stage. The major advantage of this design is the reduction of distance from rear audience seats to the stage within a large, column-free space, ensuring sufficient sound intensity for natural performances.

Additionally, utilizing railings at each level and low walls at the balcony edges allows for early lateral reflection, providing strong and extensive coverage for the audience. Visually, the stage backdrop creates a sense of infinite extension, maximizing the impact on the open space at the end of the entrance pathway. This design ensures every guest experiences the charm of the performers on stage with an immersive audiovisual impact from every angle.

▼抬高设置观众席，raised audience seating area© 吴鉴泉

其次，从客户体验上感受声音清晰度和饱满度的问题，考虑降低声音对外部的影响，以及反射、吸收、散射等各种因素，解决方案以混响以及内围护结构吸音、倾斜角度的散射设计，来提高声音的均匀性和透明度，最终达到了非常好的现场音乐效果体验。

Furthermore, addressing the issue of sound clarity and richness from a customer experience perspective. Considerations were made to reduce the impact of sound on the external environment. Various factors such as reflection absorption, and diffusion were taken into account. The solution involved reverberation, internal protective structure for sound absorption, and angled diffusion design to enhance uniformity and transparency of sound, this ultimately achieved an excellent live music experience.

▼抬高设置观众席，raised audience seating area© 吴鉴泉

此外，场内每一根立柱延续着建筑表皮的冲孔板，但孔距更大，一是将重金属元素贯穿始终，二是异形的丛林造型能将声音反射到不同的方向，从而减少声音的直接传播和回响。

In addition, each column inside the venue continues the perforated panels of the building surface, but with larger hole spacing, this serves two purposes: first, it integrates heavy metal elements throughout; Second, the irregular jungle-like shapes can reflect sound in various directions, thereby reducing direct sound propagation and reverberation.

04垂直交通：Vertical Flow Line

一条红色步梯贯穿整个空间的纵横动线，创建出第三层的空间。悬挑的廊桥和内场垂直交通，仿佛联结着重庆人民和MUUUR的每位客人的情感，象征着嘉陵江和长江的交汇。站在这第三层的红色纽带，客人仿佛站在十八梯的顶端，俯瞰着这座魅力之城，将整个大厅尽收眼底，感受着山城的独特风情。

A red staircase spans the entire space, creating a vertical axis that extends through the third level. Cantilevered walkways and vertical passages within the internal area symbolically connect the emotions of Chongqing residents and every guest of MUUUR, reminiscent of the confluence of the Jialing River and Yangtze River. Standing on this third-level red link, guests feel as if they are atop the famous Chongqing Stairs, overlooking the enchanting cityscape and taking in the entirety of the atrium, experiencing the unique charm of the mountain city.

商业空间设计的本质是从坪效的维度入手，布局整体体验次序和平面的，因此ARCHIHOPE设计团队从人本体验、城市地标、运营和声场等多个维度进行考量，为重庆的夜经济增添了一抹亮丽的色彩，也为游客和市民带来了前所未有的独特盛宴。

The essence of commercial space design is from the perspective of efficiency, the layout of the overall experience order and the plane. Therefore, the ARCHIHOPE design team considered from multiple dimensions such as human experience, urban landmarks, operation, and sound field, adding a bright color to Chongqing’s night economy and bringing an unprecedented unique feast for tourists and citizens.

夜态经济中的目耳MUUUR宛如多巴胺的永动机，不断激发着人们内心深处的热情与欢愉。吸引项目的IP流量，它是一场精心策划的盛宴。在这里，人们不再是旁观者，而是参与者。不会跳舞的人也在跳舞，不会唱歌的人也在唱歌，不想爬山的人都在爬梯……打卡！他们随着音乐的节奏摇摆，眼中闪烁着激动的光芒。每一个跳动的音符，每一次激情的呐喊，都是对生活最热烈的回应。

MUUUR in the night economy like perpetual motion machine that produces dopamine. Continuously stimulating the passion and joy deep in people’s hearts. Attract the IP traffic of the project. It’s an elaborately planned feast. Here, people are no longer spectators, but participants. People who can’t dance are also dancing, people who can’t sing are also singing, and people who don’t want to climb mountains are climbing ladders……Check in at this place. They swayed to the rhythm of the music, their eyes sparkling with excitement. Every beating note, every passionate cry, is the most enthusiastic response to life.

ARCHIHOPE的总设计朱海博说，我希望空间设计不仅仅是一个氛围场所，更是每个人真实情感的镜子，一个让心灵释放的港湾。

ARCHIHOPE’s founder Zhu Hihope said, “I hope that space design is not only an atmospheric place, but also a mirror of everyone’s true emotions, a harbor for the release of the soul.”

世良情感网

富甲北京