捷报 | CREDAWARD 入围 - 三亚大悦城，一座更具韧性的热带商业-建筑档案

三亚大悦城新近入围第12届CREDAWARD地建师设计大奖"综合商办项目 - 综合开发"类别，并将在九月角逐该类别金银奖。

Joy City Sanya has recently been shortlisted for the 12th CREDAWARD in the Comprehensive Development category and will compete for the Gold and Silver Awards this September.

在国际旅游消费中心建设与海南自贸港发展进程中，三亚的城市商业结构正经历持续转变。

As Sanya advances its role as an international tourism consumption hub within the Hainan Free Trade Port, its commercial landscape is shifting beyond tourism-led retail towards a more integrated urban model.

作为东岸 CBD 的核心商业引擎，由伍兹贝格担纲总体规划与建筑设计的三亚大悦城，定位为“热带城市文化体验场景 + 国际旅游零售旗舰”。项目融合夜经济、文化活动与免税联动，构建面向多元人群的城市级商业目的地，在本土文化共创与国际消费承接之间，探索一种更具开放性的滨海商业模式。

Located in the core of the East Coast CBD, Joy City Sanya, masterplanned and designed by Woods Bagot, is conceived as a tropical urban experience and international retail destination. The project integrates retail, culture, night-time activity, and duty-free adjacency, operating as a city-scale destination that bridges local culture and international consumption.

“红盒子” 塑造城市界面视觉焦点

项目位于迎宾路与老郭园路交汇处，商业规模约 93,600 平方米，引入超过 200 + 国内外品牌，形成覆盖零售、餐饮与体验的复合业态体系。以“绿洲·舞台” 为核心概念，设计从一开始便强调自然环境、公共体验与商业运营的三重统一。

With approximately 93,600 sqm of retail space and over 200 brands across six levels, the development is anchored by the concept of “Oasis Stage,” bringing together landscape, public life, and commercial activity within a unified spatial system.

从迎宾路望去，最先映入眼帘的是建筑主体那座流线型的“红盒子”。这一高饱和度体量构成了项目最识别度的城市界面，同时作为主入口，建立起人与空间的第一重连接。

At its primary frontage, a distinctive entrance volume - the “Red Box” - defines the project’s identity. Formed by a double-skin façade, a high-performance glazed outer layer wraps an inner system of interwoven red-orange aluminium panels.

“红盒子” 采用双层动态幕墙系统：外层为大面积高透低辐射玻璃，如同轻盈的外壳包裹建筑本体；内层则由错落交织的红橙色实体铝板构成。不仅是视觉焦点，也成为气候策略与空间体验交织的起点：外层降低热辐射，夹层形成空气对流；内层肌理随光线变化产生明暗过渡，使整体体量在城市立面中保持轻盈与通透。

More than an iconic gesture, the “Red Box” operates at the intersection of climate response and spatial experience: the outer layer reduces solar heat gain while the cavity enables natural airflow, and the textured inner surface produces subtle shifts in light and shadow, allowing the building to read as light and permeable within the urban context.

在椰风中生长的“热带剧场”

“绿洲·舞台” 的提出，源于对三亚 “东方夏威夷” 气质的直接回应。“设计并未套用具象符号，而是将热带气候与滨海环境转译为一个层叠展开的空间结构，让绿荫、风与光影共同参与人们的行走与停留，构建一个可全年使用的开放式商业体验体系。” 伍兹贝格全球董事合伙人翁捷 Jean Weng 分享道。

The design concept "Oasis Stage" translates Sanya’s tropical climate and coastal character into a layered spatial system rather than literal form-making. As Jean Weng notes: “The design transforms climate and landscape into a spatial system - where shade, airflow, and light shape how people move and gather.”

在这一逻辑下，“树冠、热带雨林与海岸风”被转化为空间语言，相邻国家级湿地公园生态无缝“引”入商业体量之中，形成流线型立面与层叠退台，使建筑呈现出一种持续生长的状态。从下沉广场到屋顶餐吧的，人群在不同标高中穿行，商业活动在绿荫、风动与光影中自然展开。

Terraces, shaded platforms, and open b oundaries reinterpret canopy and coastal airflow, while stepped gardens extend the adjacent wetland landscape into the development, shaping a layered spatial system. From the sunken plaza to rooftop dining, movement unfolds across levels as retail activity takes place under shade, breeze, and filtered light.

全天候的“无边界探索”

面对高客流与度假氛围的双重需求，项目通过立体化组织，将单一流线转化为多维立体商业动线。伍兹贝格合伙人、全球商业设计负责人叶浩辉 Billy Ip指出：“在自贸港语境下，商业被组织为更开放的体验型框架，通过业态、景观与动线的整合，回应旅游消费与本地生活方式不断交织的使用状态。”

Instead of a conventional mall loop, the project introduces a multi-level, non-linear structure where circulation, landscape, and programme are interwoven. As Billy Ip explains: “Within the Free Trade Port context, retail is framed as an open, experience-led system responding to both tourism and everyday urban life.”

水系、绿化与商业界面在垂直方向上交织延展：下沉式水街与贯通式中庭重构了传统商业的入口体验；热带花园平台与空中庭院餐饮空间在不同楼层连接室内与室外，形成多层次的绿色体验路径。

A sunken retail street and central atrium anchor the scheme, while elevated terraces and open-air dining platforms connect spaces vertically.

夜幕降临后，开敞式动线与多入口体系使其自然转化为承载夜经济、文化活动与户外生活方式的社交场景。不仅与免税消费联动，更展现出对旅游城市季节性波动的调节能力，使其成为一个可以被反复进入、持续使用的城市空间。

By day, it supports shopping and leisure; by night, it transforms into a setting for social life and cultural activity - extending its use across time and user groups. I t functions less as a destination and more as an urban place people return to.

三亚大悦城顶层重点打造「DreamLand超控都市」高品质夜经济娱乐街区，构建日夜间一站式消费聚集地。来源：中购联

回应热带气候的“生态建筑”

三亚高温、高湿与强日照对设计提出持续挑战，项目通过被动策略将环境响应融入建筑体系。

Passive strategies are embedded throughout the architecture to address Sanya’s hot, humid conditions.

层叠退台形成遮阳并提供公共空间；开敞风廊引导自然通风；中层平台为下沉广场提供阴影，使户外空间保持活力。雨水系统则支撑立体绿化，强化生态循环。这些策略基于多轮风向、日照与热环境模拟，使建筑在热带气候中实现持续的舒适与稳定。

Layered terraces provide shading, open corridors allow natural ventilation, and elevated platforms create usable outdoor environments even under strong sunlight.Rainwater systems support the project’s vertical landscape, forming an integrated ecological approach shaped through environmental simulation and testing.

持续生成的城市内容场

开业至今，三亚大悦城已形成覆盖零售、餐饮、娱乐与内容体验的复合运营体系。项目引入超过 200 家品牌，其中首店、旗舰店及定制店占比超过 60%，并通过持续品牌焕新与业态调整，保持着空间的活跃度与新鲜感。

Since opening, the project has developed into a hybrid retail and cultural platform. With over 200 brands and continuous tenant curation, it maintains a strong sense of novelty and activity.

在运营表现上，项目开业一年内实现销售额超过 16 亿元，累计客流量突破 1800 万人次，会员总量超过 24 万，外卡消费占比超过 25%。多元客群结构 - 由本地消费者、国内游客与国际访客共同构成 - 使其在旅游型城市中呈现出更稳定的运营曲线。在刚刚过去的五一假期，项目客流同比增长约10%，销售额同比提升近30%，延续了稳定增长的运营表现。

Performance reflects this positioning: annual sales exceed RMB 1.6 billion, with over 18 million visitors and more than 240,000 members. International consumption accounts for over 25%, while recent growth during peak periods demonstrates stability beyond seasonal fluctuations.

围绕“热带度假 + 跨境消费”的核心场景，项目不断优化品牌与空间内容，并通过高能级 IP、主题活动、在地化内容策划与社群活动的叠合，形成从引流、转化到沉淀的持续运营机制，构建长期稳定的消费关系。如此，三亚大悦城不再依赖单一消费高峰，也不再只是消费容器，而是逐渐转化为一个不断生成内容、累积关系、强化记忆的城市生活场。

A combination of brand strategy - bringing together high-impact IP, curated events, locally driven content and community enegaments - supports an ongoing cycle of attraction, conversion, and retention. As a result,

Joy City Sanya operates not only as a retail destination, but as a continuously evolving urban space.

三亚大悦城以高能级IP引爆粉丝经济，巩固城市年轻力商业标杆地位。来源：中购联

三亚大悦城带来的是一种更具韧性的热带滨海商业实践。它用“绿洲” 拥抱自然，用 “舞台” 激活城市。在自然与城市、度假与商业之间建立起新的关系。

It proposes a more resilient model for tropical retail - integrating climate, landscape, and programme into a system that connects tourism with everyday urban life.