房地产行业正在经历深刻变革。买家决策日趋审慎，观念不断革新。在此背景下，仅凭“黄金地段”、“奢华装饰”等传统营销手段，已经难以吸引到潜在客户的注意。传统营销始终坚守摆事实、列数据的策略，执着于运用建筑面积、每平方米单价、知名建筑师的声望来提升项目销量。然而，这些方式往往缺失了最关键的一环：人的体验。
如今，人们不再满足于那些依赖静态的效果图、标准化体验的房产展示方式。取而代之的是，他们渴望房地产商通过沉浸式的故事和真实的叙述，向他们揭示未来将会在此处收获怎样的生活，以及项目的每一处细节具体能为他们带来何种收益。
Real estate is changing. Cautious buyers, and endless digital disruptions make it harder than ever to stand out with the usual script about “prime location” or “luxury finishes.” Traditional marketing still revolves around fact-and-figure strategies, focusing on metrics such as square footage, unit costs, and the reputation of high-profile architects; however, these approaches often lack the one element that truly matters: the human experience.
People are no longer satisfied with conventional property presentations that rely on outdated, static digital renderings and standardized experiences standardized digital renderings; they crave immersive stories and authentic narratives that reveal how they will live, who they will become, and why every aspect of a development matters.
要提供真正的服务，你必须增加一些无法被衡量的东西。
——路易斯·格利克曼
品牌建设是将优秀策略与优秀创意连接起来的过程。
——马蒂·纽迈尔
营销的艺术不在于找到一个巧妙的方式去展现你的产品，而在于创造真正属于客户的价值。
——菲利普·科特勒
To give real service, you must add something which cannot be measured.
– Louis Glickman, real estate investor and philanthropist (1905-1999)
Branding is the process of connecting good strategy with good creativity.
– Marty Neumeier, Author and speaker
Marketing is not the art of finding clever ways to dispose of what you make. It is the art of creating genuine customer value.
– Philip Kotler, Author, consultant, and professor
在许多地产类项目的营销模式中，销售漏斗（SFM）依然沿用旧有模式：搜集客户信息、展示户型特点、强调高端材质、然后等待定金。事实上，如今的高净值客户与潜在业主，所投资的不仅是一处单一的房产，更是一种生活方式。一段真正打动人心的叙事，能够超越传统营销的框架，有时甚至让常规样板间显得毫无必要。
这背后存在一个简单的逻辑：如果一个项目的定位经过精心规划，并从最初便被赋予深刻意义，那么项目本身就是最好的展示。
最为常见和简单的做法是将“最X”作为定位目标，但实则却将项目陷于飘忽不定的状态之中。因为当项目的价值仅依赖“独一无二”这样的特点。一旦新的纪录出现，项目的吸引力迅速因为一个更高、更大、更新、更奢华的竞争者出现而消失殆尽。这说明，缺乏真正故事内核的“独特性”是远远不够的。
In many development projects, the sales funnel remains old-fashioned: collecting leads, displaying unit layouts, touting high-end materials, and waiting for deposits. But high-value clients and prospective residents today are investing in opportunities, not simply purchasing a property. A truly compelling narrative can eclipse conventional marketing efforts, sometimes making traditional showrooms redundant.
Take the simple principle: if a project’s identity is well planned and infused with meaning from the outset, the development itself becomes its own showcase. However, the race to be the “most unique” often turns into a moving target, its value hinges on being unique only until a new record is set. The allure of such projects can disappear as soon as the next, even taller, bigger, newer contender is unveiled, underscoring that mere uniques is lacking a true story.
阿姆斯特丹市集住宅 | MARKTHAL | © MVRDV
相比之下，在阿姆斯特丹市集住宅身上，我们了解到地产的另一种可能：通过深思熟虑的设计与技术创新，创造出具有持久吸引力的体验。
该项目以其鲜明的建筑造型与生机勃勃的内部氛围闻名于世，在规划设计阶段即注重调动人的多感官参与。其创新的结构、节能系统、互动性的公共空间，不仅为项目赢得了坚实的资金支持，更将建筑本身转化为一个自主发声的沉浸式目的地。持续高涨的访客流量与广泛的业界赞誉共同印证这样一个道理——当项目的“故事”被精心构建，它便能与人们产生深刻共鸣。
In contrast, projects like The Markthal in Amsterdam exemplify how thoughtful design and innovative technology create a lasting, compelling experience.
Celebrated for its distinctive architecture and vibrant interior, The Markthal was meticulously planned to engage all senses. Its innovative design, energy-efficient features, and interactive public spaces have not only secured strong financial backing but also turned the building into an immersive destination that practically sells itself. High visitor engagement and widespread acclaim confirm that when a narrative is well crafted, the project resonates deeply with its audience.
FORESTIAS - IMAGINE HAPPINESS | 2021 | BANGKOK |
在拥有引人注目、雄心勃勃概念的开发项目中，一个精心设计的销售空间对于将无形的故事转化为有形的体验仍至关重要。尽管有些项目自身能传达强烈的叙事感，但依旧需要一个专门的空间来“表达”这种愿景，让潜在买家和投资者得以明确、直观地感受到项目对未来的承诺。
以曼谷的“Forestias - 芳林城市”住宅项目为例。这一前瞻性的地产开发项目打破了玻璃塔楼或现代时尚立面的传统标志，巧妙地定位为“在一片茂密的城市森林收获幸福感”。
FORESTIAS - IMAGINE HAPPINESS | 2021 | BANGKOK |
Even in developments with a compelling, ambitious concept, a well-designed showroom remains essential to translate an intangible story into a tangible experience. While some projects radiate a strong narrative from within, many require a dedicated space to crystallize that vision so potential buyers and investors can feel the project’s promise.
Consider Forestias – Imagine Happiness in Bangkok. This visionary development broke away from traditional markers like glass towers or sleek modern facades by anchoring its identity in nature, a lush urban forest that speaks directly to well-being.
FORESTIAS - IMAGINE HAPPINESS | 2021 | BANGKOK |
项目展厅的使命在于传达这一无形的、亲生命的叙事。这恰恰是任何数字漫游都无法捕捉和呈现的。通过将展厅转变为沉浸式的自然界，我们让买家和投资者实时亲身体验绿色生活的日常，感知与自然共生时，场所带来的能量。精心策划的音景、自然香气和有机设计元素，将抽象的可持续发展承诺，变得可感可知。
The necessity of its showroom lay in conveying an intangible, biophilic narrative that no digital walkthrough could capture. Instead, by transforming the showroom into an immersive cocoon of nature, we enabled buyers and investors to experience, in real time, the deep placemaking benefits of green living and co-existence with nature. Curated soundscapes, natural scents, and organic design elements brought the abstract promise of sustainability to life.
ETERNO GALLERY | 2024 | BANGKOK | © KYUNG ROH
另一案例是首尔江南区的“ETERNO Apgujeong”住宅项目。项目定位为超高净值人士居住的高档生活区域，开发项目遵循超越标准细节。受拉斐尔·莫内欧所诠释的古希腊理性秩序之美的深刻启发，体验空间本身也延续了哲学上的永恒性。
我们的ETERNO Apgujeong沉浸式展厅将抽象愿景转化为一段可触可感的叙事旅程。借由古典美学与时间沙漏意象交织的设计语言，在展示莫内欧作品的同时，引导观者沉浸其中。通过调动多重感官，让潜在买家不仅能理解、更能亲身感知项目背后的独特叙事——体验永恒、构想永恒、成为永恒。
ETERNO GALLERY | 2024 | SEOUL | © KYUNG ROH
Another example is ETERNO Apgujeong in Gangnam, Seoul. In this ultra-exclusive district, where only Ultra-High-Net-Worth-Individuals (UHNWI) reside, a development must transcend standardized details. Rooted in timelessness and inspired by Ancient Greek simplicity as interpreted by Rafael Moneo, its narrative demands to be experienced.
Our immersive showroom transforms this abstract vision into a tangible journey, employing classical motifs and an hourglass-inspired design while showcasing Moneo’s work. This multisensory experience enables potential buyers to deeply engage with the project’s unique story, turning timeless ideals into a memorable, lived reality.
ETERNO GALLERY | 2024 | SEOUL | © KYUNG ROH
地产销售展厅不只是促成交易，更是提供一场沉浸于场所之内、体验未来生活的旅程。
我们的方法整合了叙事方法论、戏剧艺术和前沿技术，以将抽象概念转化为有形的现实体验。我们的介入流程包括：
At VAVE, we see the design of those showrooms not just as a transactional moment, but as an immersive journey into the future identity of a place.
Our method integrates storytelling methodologies, dramaturgy, and cutting-edge technology to craft experiences that transform abstract concepts into tangible realities. Our process involves:
探究情感与叙事的共鸣
我们深入探究每个项目的背景，挖掘隐藏的叙事，突出项目的重要性以及它将如何提升买家的生活品质。
Storytelling & Emotional Engagement
We delve deep into each project’s context to unearth hidden narratives that highlight why the development matters and how it enhances a buyer’s life.
创造体验式吸引力
超越传统的销售展厅，我们强化项目独特性，通过一系列品牌创新活动，构建引人驻足的商业与文化魅力之地，将其打造为一个不可抗拒的目的地，吸引潜在客群的关注。
Creating Experiential Attractions
Beyond the showroom, we explore innovative activations that amplify the project’s identity and make it an irresistible destination.
沉浸式体验的数字技术
通过增强现实、互动与沉浸技术，令潜在住户在项目建成前就能看到、感受到，甚至立刻“生活”在其中。
Digital Technology for Immersive Experiences
Through Extended Reality, Interaction and Immersion, we allow potential residents to see, feel, and even live the project before it’s built.
重构销售漏斗
我们的设计重心从单纯的产品参数，转向其所能引发的情感共鸣——通过打造真实的体验来吸引潜在客群，推动交易，并真正实现品牌价值的深度塑造。
Reframing the Sales Funnel
We shift focus from mere property specifications to the emotional impact, pulling buyers in with authentic experiences rather than pushing a transaction.
通过多感官设计构建情感
运用灯光、材料、声音和气味，我们创造能够唤起喜悦、信任和振奋的空间。
Engineering Emotion Through Multi-Sensory Design
By harnessing lighting, materiality, sound, and scent, we create spaces that evoke joy, trust, and excitement.
最终，这些展厅所做的远不止展示建筑蓝图，它们凝聚了项目的灵魂。是创意的试验场，也是强大的沟通工具，共同提升整个项目的品质，确保叙事融入到方方面面。
Ultimately, these showrooms do far more than simply display blueprints, they encapsulate the project’s soul. They serve as both a creative testing ground and a powerful communication tool that elevates the entire development, ensuring its narrative is embedded in every facet of the project.
DUBAI SWING | ONE ZA'ABEEL | DUBAI | © VAVESTUDIO
不可否认，许多项目在启动之初，时而缺乏坚实的概念支撑。它们往往倾向于在建成并开盘销售之后，才急于拼凑出一个吸引人的故事。那么，当建设已经展开，是否仍来得及为项目注入真实的体验？通过策略思考与体验设计，我们解锁出项目隐藏的身份，提升其内在价值。我们不只依赖数据或夸张的建筑符号语汇，而是深入文化、历史与社会肌理之中，发掘其真正的独特性，从而将千篇一律的开发项目，转化为一段更为全面且打动人心的体验。
一个强有力的叙事不会一夜之间出现。它需要严谨的调研工作：深入当地文化、与社区利益相关者互动、识别那些尚未被发现，却能真正体现一个地方特质的需求。通过将无形元素的具象化，融入每一个共享空间和设施，用真实的叙事提升房产价值。
Many projects lack a strong concept from the start. They are built, open for sales, and only then scramble to create a compelling narrative. But what if you could retrofit an authentic experience even after construction has begun? Through strategic thinking and experience design, we unlock a development’s hidden identity and boost its intrinsic value. Rather than relying solely on numbers or flashy architectural markers, we immerse ourselves in the cultural, historical, and social context to uncover a genuine USP, transforming a generic luxury development into an holistic and emotionally resonating experience.
A robust narrative doesn’t appear overnight. It demands rigorous investigative work: immersing in local culture, engaging with community stakeholders, and identifying the unmet needs that define a location’s character. By making these intangible elements tangible within the project, embedding them in every shared space and amenity, the authentic narrative elevates the property’s value organically.
DUBAI SWING | ONE ZA'ABEEL | DUBAI | © VAVESTUDIO
以迪拜的“One Za'abeel”为例。最初，该项目希望通过奢华和星光璀璨的设计来超越其他竞争对手。在这座满是空中廊桥和高端餐饮的城市，这种企图显得力不从心。通过重新观察，我们将叙事从单纯的奢华，转变为一个可分享的沉浸式体验。
凭借“迪拜云端秋千”——世界上最高的城市秋千，我们重新定义其身份，将One Za'abeel确立为一个必游打卡地。我们策划了一个名为“七大奇迹”的整体概念，旨在通过调动所有感官，重塑游客置身整个建筑中的旅程，由此产生深度共鸣。
Take One Za’abeel in Dubai as an example. Initially, the project was conceived with a bold vision to outshine competitors through luxury and star-studded design alone. In a city teeming with skybridges and high-end dining, that approach fell short. By reexamining its essence, we are transforming its narrative from simple extravagance into a shareable, immersive experience.
With “the Dubai Swing,” the world’s highest urban swing, we are redefining its identity and establishing One Za´abeel as a must-see destination. Our holistic concept called "seven wonders" is reimagining the visitor journey by engaging all senses throughout the whole building, ensuring that the experience resonates deeply on multiple sensory levels.
MOONSHOT | JEDDAH TOWER | RIYADH | © VAVESTUDIO
位于沙特的吉达塔 (Jeddah Tower，建成后高度预计为1000米) 则向我们提出了不同的挑战。尽管它拥有了世界最高的观景台，但仅此一项特征尚未完全展现其独特潜力。随着规划中更高的“利雅得崛起塔”（Rise Tower，项目方称建成后高度为2008米）开始筹备，吉达塔必须超越单纯的高度优势特点，重新定义其身份。
尽管目前它拥有世界最高的观景台，但该项目错失了将这一资产转化为真正独特体验的机会。我们策划的“Moonshot”（登月）概念将观景台重新构想为通往非凡冒险的门户，邀请游客踏上一场“触摸月亮”的旅程。这种沉浸式叙事不仅增强了其吸引力，更牢固地锚定了超高塔楼的身份，创造了世界上最独特的观景体验之一。
Jeddah Tower in Saudi presents a different challenge. Although it boasts the world’s highest observation deck, this feature alone does not capture the full potential of its USP. With plans already underway for the Rise Tower in Riyadh, an even taller development, Jeddah Tower must redefine its identity beyond mere height.
Although for now it boasts the highest observation deck in the world, the tower initially missed the opportunity to transform this asset into a truly distinctive experience. Our “Moonshot” concept reimagined the deck as a gateway to an extraordinary adventure, inviting visitors on a journey to literally “touch the moon.” This immersive narrative not only enhanced its appeal but also firmly anchored the tower’s identity, creating one of the world’s most unique viewing experiences.
MOONSHOT | JEDDAH TOWER | RIYADH |
© VAVESTUDIO |
在VAVE，我们的职责是发掘并构建这些无形的叙事，使其超越展厅的物理局限，深植于项目生长的基因之中。通过持续反馈和沉浸式叙事机制的融合，我们让建筑的每一处细节都协同共鸣，谱写出直击人心的故事，从而成为一个人们真正心向往之的场所。
"场所营造的本质，在于情感工程——我们塑造的不只是空间，更是能 “被感受”的环境。"
—— Tobias Geisler，VAVE 联合创始人
At VAVE, our role is to uncover and frame these intangible narratives so they’re not confined to a showroom but are integrated into the core of the development. By integrating continuous feedback and immersive storytelling, we ensure every element of a building contributes to a cohesive, emotionally compelling story that makes a place where people truly belong.
"Place-making is about engineering for emotion – crafting environments that do more than occupy space; they make people feel."– Tobias Geissler, Founder at VAVE
KING SLAMAN PARK VISITOR CENTER | 2022 | RIYADH |© VAVESTUDIO |
展望未来，房地产营销的格局将迎来巨大变革。从单一的展示进化为沉浸式、多感官的体验场。项目叙事本身也将从营销包装升级为其身份基因的核心部分。未来的体验式场所营造将出现以下四大趋势转变：
As we look ahead, the landscape of real estate marketing is set to evolve dramatically. Not only will showrooms transform into immersive, multisensory experiences, but the very nature of a development’s narrative will become an integral part of the development’s identity. Here are four key trends that will shape the future of experiential placemaking:
未来的房地产将由是否能够触动情感体验来决定。
一个空间若能通过精心调校的声景、氛围光感、触感材质、微妙香气以及随时间流转的动态变化，调动起越多感官，所建立的情感连接就越深厚。这一方式超越了传统单一的视觉美学，将建筑视为一个四维乃至五维的体验场——其氛围会随昼夜、天气与情境更迭而变幻。这种多维的感官叙事，能抵达我们内心深处，将抽象的理念转化为可感知、持续演变的真实体验。
Emotionally engaging experiences will define future real estate.
The more senses a space engages, through curated soundscapes, ambient lighting, tactile materials, subtle fragrances, and dynamic changes over time, the stronger the emotional connection it creates. This approach transcends traditional visual aesthetics by treating a building as a 4-dimensional, even 5-dimensional experience, where the ambiance shifts with the time of day, weather, and context. Such a multifaceted sensory narrative taps into our deepest emotions and transforms abstract ideas into tangible, ever-evolving experiences.
未来趋势在于将沉浸式体验直接植入开发项目的肌体之中，而非临时短暂地出现在销售中心。
将互动装置、社区空间与数字体验融入地产全方位之后，开发者能够创造长效吸引力，使建筑本身成为一个生生不息的“目的地”，同时滋养富有活力的居住社群。整体性策略共同确保项目的每一面都强化其故事内核，构建持久价值。
The future lies in embedding immersive experiences directly into the development, not merely in temporary showrooms.
By integrating interactive installations, communal spaces, and digital experiences into the core of a property, developers create long-term attractions that transform the building into a living destination while fostering vibrant communities. A holistic approach ensures that every facet of the development reinforces its narrative and builds enduring value.
先进科技将进一步精炼情感的营造与捕捉。
试想，运用脑电波追踪或生物特征分析，实时捕捉公共环境下访客与空间互动时的情绪反应；或借助VR模拟，在建造前反复调试空间配置。事实上，我们正将沉浸式销售展厅作为互动实验室，收集直接的用户反馈并融入设计过程。这种方法将每一个设计触点都转化为持续进化的体验，不仅最大化情感影响力，更让用户参与到最终成果的塑造过程。
Advanced technologies will further refine emotional engagement.
Imagine employing EEG brainwave tracking or biometric analysis to capture real-time emotional responses as visitors interact with a space, or using VR simulations to fine-tune spatial configurations before construction. instead, we leverage immersive showrooms as interactive labs where direct user feedback is gathered and integrated into the design process. This approach transforms each design touchpoint into an evolving experience that not only maximizes emotional impact but also involves users in shaping the final outcome.
项目的成功以长期参与度而非即时销量来衡量。
体验式场所营造的关键益处在于其提供了共同创造的机会，允许潜在住户通过互动展示和实时反馈，主动塑造社区空间和独特的本地特色。
Success will increasingly be measured by long-term engagement rather than immediate sales.
One of the key benefits of experiential placemaking is the opportunity for co-creation, allowing potential occupants to actively shape communal spaces and unique local touches through interactive displays and real-time feedback.
KING SLAMAN PARK VISITOR CENTER | 2022 | RIYADH |
以VAVE为利雅得萨勒曼国王公园提出的畅想为例：规划建于前机场旧址的游客中心，不仅是公园的门户，更是一座旨在连接社区、融入周边的共融枢纽。它将以互动教育为纽带，将周边居民自然引入项目之中。未来，这一中心应当持续演进，响应社区自发产生的新需求，确保整个发展始终与当地的愿景共鸣同行。
Consider King Salman Park in Riyadh: the planned Visitors Center on the former airport site isn’t just a gateway to the park. It’s a collaborative hub designed to educate and integrate the surrounding neighborhood into the project. Over time, this center will evolve to serve new, community-driven purposes, ensuring that the development remains aligned with local aspirations.
KING SLAMAN PARK VISITOR CENTER | 2022 | RIYADH |© VAVESTUDIO |
总而言之，房地产营销的未来将依赖于打造融合先进技术与真实社区协作的多感官体验，将房产转变为能够真正吸引人、建立情感联结的向往之地。
In summary, the future of real estate marketing will rely on crafting multisensory experiences that integrate advanced technology and genuine community collaboration, transforming properties into living destinations that captivate and connect on a profound level.
市场竞争日趋激烈，缺乏动人叙事的地产项目难以脱颖而出。相反，那些通过文化连结、社区共融和创新技术，嵌入真实故事的开发项目，能将静态的展示成功转化为沉浸式的旅程。销售展厅成为情感的舞台，打通无形的期待和情感与户型图，实现与可持续指标等有形元素的彼此交融。
在VAVE，我们相信房地产不止是金融产品的“栖身之所”；它更是塑造未来、铸就持久社区身份的契机。通过邀请创意者、建筑师、本地历史学者到潜在买家在内的每一位参与者，共同塑造其独特的叙事。一个项目便能超越物理空间，成为充满活力的向往之地。房地产的未来在于从销售空间转向为一个值得向往的场所 —— 沉浸式体验、叙事和感官参与。这终将取代静态展示。
要想脱颖而出，开发商必须超越物理方寸的局限，提供真正非凡、难忘的体验，以此赢得情感与信任。当一个项目的故事深入人心，“我们如何卖出更多单元？”这一问题，便会让位于一个更值得追问的命题：“如何创造一个所有人都愿投身其中的未来愿景。”
In today’s competitive market, a property without a compelling narrative struggles to stand out. In contrast, developments that embed authentic stories, through cultural ties, communal relevance, and innovative technology, transform static presentations into immersive journeys. Showrooms become stages for emotions, where the intangible aspirations and emotional payoffs seamlessly merge with tangible elements like floor plans and sustainability metrics.
At VAVE, we believe that real estate transcends being a financial commodity or a mere dwelling; it is an opportunity to mold our future and forge lasting community identities. By inviting every stakeholder, from creative architects to local historians and prospective buyers, to help craft its narrative, a project becomes a vibrant destination that goes beyond physical space. The future of real estate lies in destination marketing, where immersive experiences, storytelling, and sensory engagement replace static displays.
To stand out, developers must go beyond square meters and offer something truly extraordinary, memorable, emotionally engaging experiences that capture hearts and inspire trust. When a project’s story resonates deeply, the question of “How do we sell more units?” becomes secondary to creating a legacy everyone would like to become part of.
房地产营销，正从销售房产转向销售情感、故事与向往。你，准备好了吗？
Real estate marketing is shifting from selling properties to selling emotions, stories, and aspirations. Are you ready to embrace the future?
作者：Peter Mülling
翻译：Daisy Li, Azad Shao
