当四大品牌汇聚一处，展陈设计如何兼顾整体品牌形象与个性表达？

作为 比亚迪全国最大的全品牌体验中心 ， 常州比亚迪全品牌中心 汇聚了四大品牌各具特色的产品与技术。

丝路视觉 将其品牌定位与技术重点转化为空间语言，让城市记忆、技术互动、设计美学与山野探索各有表达，共同构成层次丰富的到店体验。

When four brands come together under one roof, how can exhibition design balance a unified brand image with each brand’s individual identity?

As BYD’s largest all-brand experience center in China, Changzhou BYD All-Brand Center brings together the distinctive products and technologies of four brands. Silkroad Visual translates their positioning and technological focus into a spatial language, giving local memories, interactive technology, design aesthetics and outdoor exploration their own expressions within a rich and varied visitor experience.

王朝 、 海洋 、 腾势 、 方程豹 四个品牌区域各自成章，公共休憩、拍照打卡与交付体验串联其间，让产品展示与日常生活在同一空间相遇。

观众的每一次靠近、触发与停留，都成为理解品牌的入口，品牌介绍从抽象说明落到具体体验，品牌价值也在展示中得以具体表达。

The Dynasty, Ocean, DENZA and FANGCHENGBAO areas each tell their own story, connected by shared lounges, photo opportunities and vehicle handover experiences that bring product displays and everyday life together.

Every approach, interaction and pause offers visitors a way to understand the brands. Abstract introductions become tangible experiences, giving brand values a concrete expression through the exhibits.

王朝 区域从常州的城市记忆出发，将本地文化、车型展示与品牌全球布局依次展开。

The Dynasty area begins with memories of Changzhou, unfolding through local culture, vehicle displays and the brand’s global presence.

动感灯箱将 常州古韵名胜 与 现代都市地标 并置，王朝大汉穿行其间，串联古城文脉与新能源时代。观众在熟悉的城市画面中，可以看到品牌与常州的联系。

车型氛围墙 则结合 秦 、 唐 、 宋 、 汉 、 元 、 夏 等车型画面与定位标签，简明呈现王朝系列的产品布局与各自特点。

Animated lightboxes place Changzhou’s historic sights alongside its modern urban landmarks, with a BYD HAN from the Dynasty series traveling between them to connect the city’s heritage with the new energy era. These familiar scenes make the brand’s connection to Changzhou visible. The Dynasty Model Showcase Wall combines images of vehicles such as QIN, TANG, SONG, HAN, YUAN and XIA with concise positioning labels, offering a clear overview of the Dynasty range and each model’s distinctive character.

比亚迪全球布局数字地球大屏 动态展示比亚迪全球门店点位，呈现覆盖六大洲的业务网络，将品牌的全球布局转化为可以逐步浏览的画面。

The digital globe display of BYD’s global presence dynamically shows BYD store locations across six continents, turning the brand’s worldwide network into a visual experience visitors can explore.

品牌出海版图 设置于 阶梯式休憩区 上方的墙面，展示品牌走向世界的足迹。右侧磁吸板陈列国内八大生产基地，搭配全品牌车型磁吸贴，呈现比亚迪的品牌出海足迹与国内生产布局。

阶梯为休息、交流与拍摄提供位置，也让墙面的展示融入停留体验。观众可以坐下来，一边休息，一边浏览品牌走向世界的版图。

The Overseas Expansion Map occupies the wall above the stepped seating area, tracing the brand’s international reach. A magnetic board on the right presents eight production bases in China alongside magnetic vehicle pieces representing the full brand portfolio, illustrating BYD’s overseas expansion and domestic manufacturing network.

The stepped seating provides room for rest, conversation and photography, making the wall display part of the experience of pausing in the space. Visitors can sit down and explore the brand’s international reach as they rest.

海洋 区域围绕超级闪充、刀片电池与比亚迪专利成果展开，让 新能源技术 通过操作、屏幕反馈与实物模型变得更易理解。

The Ocean area focuses on Flash Charge, the Blade Battery and BYD’s patented technologies, making new energy technology easier to understand through hands-on interaction, screen feedback and physical models.

超级闪充 展项将 二代刀片电池实物模型 与 模拟充电交互 结合，让观众在近距离观察电池模型的同时，了解补能过程。

体验者拿起充电枪并插入设备，墙面大屏随即从待机界面切换至充电动态。

The Flash Charge exhibit combines a physical model of the second-generation Blade Battery with a simulated charging interaction, allowing visitors to examine the battery model up close while exploring the charging process. When a visitor picks up the charging connector and plugs it into the equipment, the large wall-mounted screen switches from standby to an animated charging display.

触控选择充电区间后，倒计时、功率曲线与充电状态同步变化。 实物模型与屏幕反馈相互补充 ，让观众通过亲手操作理解补能过程，将抽象的充电速度与功率转化为可见的变化。

After visitors select a battery state-of-charge range on the touchscreen, the countdown, power curve and charging status change in sync. The physical model and screen feedback complement each other, helping visitors understand the charging process through hands-on interaction and turning abstract ideas of charging speed and power into visible changes.

比亚迪专利墙 集中呈现品牌的技术专利成果，将 “技术为王，创新为本” 的理念转化为直观的展示内容，让观众从一项项专利中了解比亚迪在新能源领域的研发积累。

The BYD Patent Wall brings together the brand’s patented technologies, giving visual form to its philosophy of "Technology-Based, Innovation-Oriented." Through the individual patents, visitors can discover BYD’s accumulated research and development expertise in new energy technology.

腾势 区域将设计美学、性能展示与会客体验组织在更从容的空间中，让 奢华质感 落到可以细看的材料与产品细节上。

The DENZA area brings design aesthetics, performance displays and hospitality into a composed setting, expressing luxury through materials and product details that invite close inspection.

DENZA LAB腾势实验室 以三连展台展开性能与美学的探索。赛道展台播放纽北、上赛的飞驰影像，手稿展台呈现设计灵感，材料实验室展示车漆质感。

DENZA LAB explores performance and aesthetics across three connected display platforms. The track display features driving footage from the Nürburgring Nordschleife and Shanghai International Circuit, the sketch display reveals design inspiration, and the materials laboratory showcases vehicle paint finishes.

丝路视觉通过展台、展柜与内容的组合，串联 赛道表现 、 设计构思 与 材料细节 。观众可以循着展品，了解腾势如何将性能与美学融入产品。

Silkroad Visual brings together display platforms, showcases and content to connect track performance, design ideas and material details. Following the exhibits, visitors can explore how DENZA integrates performance and aesthetics into its vehicles.

易三方 多媒体展项将八类功能场景汇集到同一交互界面。极致转向、圆规掉头、易三方泊车、低附路面增稳等功能分别设置入口，观众点击自己关注的场景，屏幕随即播放对应内容。

The e³ multimedia exhibit brings eight functional scenarios into a single interactive interface. Visitors can select features such as enhanced steering maneuverability, Compass U-Turn, e³ parking and the Low-Adhesion Road Stabilization System, and the screen plays the corresponding content.

考究材质呈现奢华质感，易三方互动则将 智能控制能力 带入具体驾驶场景。观众可以从感兴趣的功能开始了解技术，让“豪华由内而生”同时获得材料与功能上的说明。

Refined materials convey a sense of luxury, while the e³ interaction places intelligent control capabilities in specific driving scenarios. Visitors can begin with the functions that interest them, exploring how "Luxury from Within" is expressed through both materials and functionality.

方程豹 区域围绕越野与探索展开。 山野场景 、 营地造景 与 精品陈列 共同营造出行氛围，将品牌所关注的户外生活带入展厅。

The FANGCHENGBAO area centers on off-roading and exploration. Wilderness scenes, campsite settings and merchandise displays evoke the atmosphere of an outdoor journey, bringing the outdoor lifestyle embraced by the brand into the showroom.

云辇互动 设置戈壁、山地、涉水与陡坡四类场景入口。体验者按下相应按钮，大屏便播放对应的实拍内容，让观众从自己关注的地形出发，了解不同路况下的车辆表现。

The DiSus interactive exhibit offers four scenarios covering the Gobi Desert, mountains, water crossings and steep slopes. Pressing a button brings up live-action footage of the selected scenario on the large screen, allowing visitors to explore vehicle performance through the terrain that interests them.

大屏可视化解析云辇P、云辇M等 智能底盘技术 ，车模则辅助呈现不同车型的车身调节能力。路况影像与模型展示相互补充，让底盘技术与具体的出行场景建立联系。

Large-screen visualizations explain intelligent chassis technologies including DiSus-P and DiSus-M, while vehicle models help illustrate body adjustment capabilities across different models. Terrain footage and model displays complement each other, connecting chassis technology with specific travel scenarios.

车主足迹墙 陈列越野旅途影像与沿途自然标本，为技术展示补充真实的探索经历。照片记录走过的风景，标本留存旅途中的发现，让远方的经历成为展厅里可以近距离观看的内容。

The Owner Journey Wall displays photographs from off-road trips alongside natural specimens collected along the way, adding real experiences of exploration to the technology displays. The photographs record landscapes encountered, while the specimens preserve discoveries made on the journey, bringing those distant experiences into close view within the showroom.

四个品牌区域之外，公共空间与二楼休息区继续展开到店体验中的生活内容。

电梯间汽车阵列 集中展示比亚迪各系列微缩车型。方寸之间，浓缩全品类产品矩阵，呈现品牌车型迭代与多元产品布局。

Beyond the four brand areas, the shared spaces and second-floor lounges extend the visit into everyday life.

The Vehicle Model Array in the Elevator Lobby brings together miniature vehicles from across BYD’s series. This compact display presents the full product portfolio, illustrating the evolution of the brand’s models and the breadth of its range.

能量花园 以自然绿意呼应比亚迪 “为地球降温1℃” 的绿色愿景，将新能源科技与自然生态的关系带入空间。这里也为等候、拍摄与短暂停留提供了一处绿意场景。

The Energy Garden uses greenery to reflect BYD’s vision of "Cool the Earth by 1°C," bringing the relationship between new energy technology and the natural environment into the space. It also provides a green setting for waiting, photography and a brief pause.

车漆体验区 以彩色玻璃呼应车辆色彩，在空间中形成斑斓光影。观众可以翻阅设计师手稿、体验手绘上色，从灵感到色彩表达，亲手参与车辆色彩创作，了解车漆背后的设计过程。

In the Vehicle Paint Experience Area, colored glass echoes vehicle colors, creating vibrant patterns of light throughout the space. Visitors can browse designers’ sketches and try coloring by hand, exploring vehicle color design firsthand, from initial inspiration to the application of color and exploring the design process behind the paint.

香氛原料矩阵 将感受从视觉延伸至嗅觉。垂吊的透明展筒陈列各类香氛原料，观众可以近距离感知天然原材的香气，辨识车载香氛的层次，了解座舱气味的设计。

The Fragrance Ingredient Display extends the experience from sight to smell. Suspended transparent cylinders present different fragrance ingredients, inviting visitors to discover the scents of natural materials, distinguish the layers of in-car fragrances and explore how a cabin’s scent is designed.

二楼的用户客厅、共享办公阅读区与儿童活动区，为休息、阅读、交流和亲子陪伴提供不同空间，照顾家庭共同到店时的多种需求。

On the second floor, the customer lounge, shared workspace and reading area, and children’s activity area provide spaces for rest, reading, conversation and family time, accommodating the different needs of families visiting together.

在 常州比亚迪全品牌中心 ，四个品牌保持各自的表达，也为观众提供了多种了解产品的方式。

丝路视觉通过展示设计，将品牌内容组织成可以观看和参与的体验，让技术有具体的说明，让材料有细看的机会，也让休憩与交付融入完整的到店过程。

万千所见，归于一程；一程所向，心之所往。

At Changzhou BYD All-Brand Center, the four brands retain their own expressions while offering visitors different ways to discover their products.

Through exhibition design, Silkroad Visual organizes brand content into experiences people can see and take part in. Technology is explained through concrete examples, materials invite close inspection, and lounges and vehicle handovers become part of the complete visit.

A wealth of impressions becomes one journey, led by the heart.