When the new generation after 85 and 90 has gradually become the mainstream consumption force in society, penetrating into all social fields of food, clothing, housing and transportation, housing consumption is no exception.
According to the report "Digital Residence: New Residence Prospects in 2021" released by Shell Research Institute, the proportion of customers under the age of 30 in the buyer group in 30 key cities across the country will reach 26.35% in 2020.
Sunac's China market survey shows that among the owners who have been completed in 2020, one-third are post-90s customers, and nearly half are post-85s and post-90s customers. Sunac also refers to this generation of young customers who are gradually occupying the mainstream consumer market as the new generation of customers.
The new generation of customers have their own unique lifestyle, living habits, and life concepts. The demand for living space has also changed dramatically.
They like the open wide hall, and they want to have their own piece of the small world;
Sometimes they are a bit "socially afraid", and sometimes they are very optimistic and outward-looking;
In their living rooms, televisions gradually became "decorations" and replaced by entertainment facilities such as "projectors";
They like to buy all kinds of small household appliances, and need to make a "home" for all kinds of tide players;
"Cat and dog" is one of their "ideals of life";
They are interested in all the devices with high appearance and design;
They have their own passions;
……
When many housing enterprises still make products according to traditional ideas, Sunac has conducted in-depth insight into the diversified new needs and life scenarios of the new generation, and applied the research results to the future products specially created for the new generation.
Design is the way to understand life, but also the leader of beauty and quality,
Home is not only a space, but also a field that carries individual and family life.
In 2021, Sunac put forward a new proposition for IAMI's young life. Conform to the changes of the mainstream customer base, put forward five new attitudes of intimacy, dialogue, companionship, play beauty, and enter the lifestyle of the new generation.
In terms of the choice of ways to present the new propositions of the new generation of life, Sunac Beijing Group creatively proposed the "HOME+ new generation product trend" - trend, space, health, intelligence and sharing.
From architecture to landscape, from outdoor to indoor, in all the living spaces that young people may have needs, use the most "qualitative" design to make the most vocal response. In the specific products that carry the future life of the new generation, it will be advocated to land.
This time, Sunac Beijing Group joined hands with 5 new generation "quality" designers, around the I AM I new generation, opened a qualitative dialogue on "appearance, exploration, nature, companionship, trend" - "Quality Youth Says", in the exploration of future design, explore Sunac's new generation of products, inject energy into a better life.
【1. Face value】
Beautiful things can always make people feel happy, which is the common pursuit of happiness. For designer Tan Ying, in the process of taking pictures of their favorite high-value buildings, everyone can interact with the building personalized, which is a new phenomenon worth thinking about by architects. Compared with the post-70s and post-80s thirst for external cognition, the new generation is more inward exploration and paying for the value. Unreserved love is the expression of the new generation's self-personality.
Under such insight, the "yan value building" of Shijiazhuang Sunac Future Center and Jinan Sunac Future No. 1 was born, which is a response to the exploration of the beauty of the personality of the new generation. Break the architectural stereotype with novelty, so that the building presents a dynamic, life-like light aesthetic.
Shijiazhuang Sunac Future Center (schematic map, for reference only, there is a possibility of adjustment, and finally subject to government approval or actual delivery)
Real view of Shijiazhuang Sunac Future Center demonstration area
Jinan Sunac Future No. 1 (Schematic diagram, for reference only, there is a possibility of adjustment, and finally subject to government approval or actual delivery)
Jinan Sunac Future No. 1 demonstration area real view
【II. Exploration】
Designer Feng Weimo has set his sights on the "exploration" of space, in his view, the new generation as the protagonist of the times, technology, culture and other aspects are changing for them. In the tide of the times, the sense of mission of architectural designers is to meet the imagination of the new generation with figurative design, and to use architecture to make a footnote for a qualitative life. Based on the new generation's demand for living space, we will explore and imagine the future life.
In the space, we will integrate the content of the new generation of interests, technology, trends, fashion, aesthetics, cute pets, IP... In short, it can really move and infect young people, let them fall in love with this space, and stay here happily, leaving a good memory.
In Shijiazhuang Sunac Future Center, everything with the theme of "space", the sense of space futurism that comes to the face, the creation of integrated design aesthetics, coupled with the interactive parent-child area with temperature, every corner is telling the future art and future life.
Shijiazhuang Sunac Future Center "Future Art Museum" real view
In Jinan Future No. 1, he hopes to create a super "sense of experience" living space, which can integrate some of people's most undefended and most relaxing experiences into such a space. Provide a more open and shared environment for young people, so that everyone can spend a relaxing period of time here. As a result, we saw the fragrance flower room, the smell café, and the parent-child cat coffee that young people liked
Jinan Sunac Future No. 1 "Super Future Boundless Experience Hall" real view
【III. Nature】
Good design is more than that, in the design concept of landscape designer Lu Yuan, the key word is "nature".
The experience of working with the post-90s/95 generation has made her find that in the fast-paced, high-intensity present, healthy lifestyle has become the unanimous yearning of the new generation. They want to come out of the enclosed interior and experience a better daily life without touching the beautiful greenery.
The pandora forest secret came into being, between the interweaving of light and shadow, drawing on the arc-shaped column of the sense of future science and technology, forming a "floating island in the air". Floating seed devices, human-induced bubble forests, and specially concocted fragrances floating over the tip of the nose between breaths, the dual linkage of vision and smell broadens the imagination of the future for everyone who enters the space. Let people feel the existence of natural beauty in the "green".
Real view of Jinan Sunac Future No. 1 Demonstration Zone
Jinan Sunac Future No. 1 (Schematic diagram, for reference only, there is a possibility of adjustment, and finally subject to government approval or actual delivery)
【IV. Trend】
No matter in which era or industry, the new generation is the representative of curiosity and youthfulness. Every day is priceless, refusing to repeat, looking for something different and more favored by the new generation. Architectural designer Yi Hongyu is a representative of the new generation of designers who "I am a trend", "always curious about the world", which is his philosophy of life and the source of inspiration for his design philosophy.
He very much agrees with Louis Sullivan's saying that "form follows function", through continuous enrichment of internal strength, the Internet celebrity into a long-red building, so that people can feel life through architecture, feel the texture of the future.
In the design of the Tangshan Future Center, the landform of the "soaring phoenix" of Tangshan in Phoenix City was implanted into the façade of the building, showing a posture of "phoenix singing and rising sun".
Tangshan Sunac Future Center (Phoenix Hall) (Schematic diagram, for reference only, there is a possibility of adjustment, and finally subject to government approval or actual delivery)
In the Sunac Center of Qingdao Marine Vitality District, he turned Qingdao's city flower- camellia into the texture of the building, which people can recognize at a glance, reproduce people's cognition and understanding of Qingdao, and use architecture to return Qingdao's culture to Qingdao.
Qingdao Marine Vitality District Sunac Center Demonstration Area Real View
He has always insisted, "Constantly maintain youthfulness, always have insight into the needs of the new generation, and let design and the times update together."
【5. Accompaniment】
The new generation of us, compared with the previous generation, pay more attention to spiritual prosperity, it is not difficult for us to find that the new generation is more concerned about the companionship time with family and children after forming a family and becoming a parent. Cui Hengxuan, the designer of the Sunac Ardor Flying Carpet, had an early insight into this phenomenon, "I want to introduce Ardor's slow life to more new generations."
In this "utopia" far away from the city and pressing the pause button for busy life, the pure white flower flying carpet carries the happy hours of the family and becomes the emotional exchange center between the mountains. The whole pure building is in the middle of a jungle, supported by a number of pillars. At the top, he expected the flower flying carpet to truly become a flying carpet, taking the child to a more magical and childlike place.
Qingdao Sunac Ardor Town
Qingdao Sunac Ardor Town (Duoduo Fei carpet) (Schematic map, for reference only, there is a possibility of adjustment, and finally subject to government approval or actual delivery)
Appearance, exploration, nature, companionship, trend.
Every word is one of the keywords that frequently appear in the world of the new generation, on top of the design, Sunac uses the product power to keep pace with the times to dialogue with the new generation, and truly enters the world of the new generation.
Living, but not just living - integrating creation as a pioneer in creating a better life, a co-builder of a beautiful city, starting from the living habits and life pursuits of young people, allowing the space to connect the temperature and enriching the possibilities of the future home.
Walk with the new forces and resonate with the same frequency of the times. From designing each square meter to renewing lifestyles, we create a quality and ideal future for the world we love. Sunac has always been on the road.