雪蕾香氛博物馆，广州 / 立品设计

2025-09-10 14:07:52建筑设计展览展示文化建筑现代风格

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中国知名香氛品牌雪蕾，邀请擅长品牌体验研究的设计团队「立品设计」，耗时三年共同打造了全球最大香专题互动型博物馆——雪蕾香氛博物馆。馆内近20个展区，50余种互动装置，超300处闻香点位，六层空间板块的不同功能和主题，通过创新性的香氛体验动线串联，引领观众重新解读香与自然、历史、人文的深层联结。立品设计将「以香感知世界」作为博物馆的核心理念，通过体验创新思维，突破传统展览边界，构建一场以香气为线索的沉浸式香文化体验之旅。

Renowned Chinese fragrance brand Xuelei partnered with Leaping Creative, an award-winning design studio specializing in brand experience, to co-create the world’s largest interactive fragrance museum—a three-year endeavor culminating in a groundbreaking sensory destination. The museum features nearly 20 thematic zones, over 50 interactive installations, and more than 300 interactive scent stations across six functionally and narratively distinct floors. These spaces are woven together through an innovative experiential journey that reinterprets fragrance’s profound connections to nature, history, and human culture. Guided by the core concept of “Perceiving the World Through Scent,” Leaping Creative oversees the entire design scope from experience design, to visual identity to interior design and interactive installations design.

▼项目外观，Exterior view

▼外观夜览，Night view

立品将博物馆公共空间大面积留白，依托原有建筑框架，同时融入品牌视觉的基础概念，将香气流动与扩散的轨迹抽象提炼，以中庭为中心，通过自然光影与建筑空间的呼应，使空间形成连贯而独特的视觉表达，进一步营造首层的通透性与轻盈感。

The museum’s public space embraces openness within the existing architectural framework, guided by the brand’s visual concept. Fragrance flow is abstracted as a design motif around the central atrium. Natural light and spatial rhythm create a transparent, airy, and cohesive experience on the ground floor.

▼入口大厅，Entrance hall

贯穿五层空间的“全球最大AI调香装置”将视觉体验与互动成果贯穿博物馆。位于一楼的AI调香机器与沿着楼梯垂直排列的香精罐精密连接，是博物馆「气味叙事」的核心载体，观众可在开启参观之旅时，获得一张记录闻香喜好的“闻香卡”，借助场馆内与场景相结合的300多处闻香点和评分系统，采集香气偏好数据，经过智能分析后生成个性化香味报告数据，并被汇集至一楼调香机器，最终制成专属香氛。

▼装置分析图，analysis diagram

▼装置剖立面，Installation section elevation

▼AI调香机器，AI perfume making machine

Spanning five floors, the museum’s AI fragrance installation links visual experience with interactive engagement. Visitors receive a ‘scent card’ to capture their preferences at over 300 scent points throughout the space. The AI machine on the ground floor then transforms this data into a unique, personalized fragrance, completing each visitor’s sensory journey.

▼贯穿五层的装置，Installation throughout the five floors

▼首层公共区域，First floor public area

▼楼梯处看向装置，Staircase viewing device

▼点评系统，Review system

首层作为公共区域，集零售、服务、调香装置板块于一体，形成香氛文化的“体验入口”。楼梯既是公区核心动线，也是空间叙事中香气扩散的起点。中空处的弧形墙梯与倾泻而下的自然光交互映衬，形成入口处最生动的空间体验。咖啡区融入一层大空间，仅依靠休憩区的墙体错落设计，将外部光线自然引入，让光影成为空间的动态部分。

The ground floor serves as a public hub, integrating retail, service, and the fragrance blending installation to create the ‘experiential gateway’ to scent culture. The staircase acts both as the main circulation path and the starting point of the scent narrative. The curved wall staircase and cascading natural light in the atrium create the most dynamic spatial experience at the entrance. The café, uses staggered wall elements in the seating area to bring in natural light, allowing shifting shadows to become a living part of the environment.

▼弧形墙梯，The staircase

▼咖啡吧，Coffee bar

▼咖啡吧旁的休息区域，Resting area

▼商品售卖区，Merchandise sales area

香气无形，却代表人类最古老的文明密码。二层及三层空间常设主题展览「世界用香博览」以嗅觉为体验维度，从古文明溯源到中华香文化，从香水工业的发展历程到香料的发展简史，通过四个展厅的引导和体验，梳理东西方千年用香脉络，逐步加深观众对香这一独特载体的认知。

▼轴测分析图，axon

▼古老文化展示，Ancient culture display

▼梳理东西方千年用香脉络，Combing the Millennium of Incense Use in the East and the West

Fragrance, though intangible, embodies one of humanity’s oldest cultural codes. On the second and third floors, the permanent exhibition ‘A World of Scent’ guides visitors through four galleries—from ancient fragrance origins and Chinese incense culture to the history of perfumery and spices—tracing millennia of Eastern and Western olfactory traditions and deepening understanding of scent as a unique cultural medium.

▼展厅概览，Exhibition hall overview

▼不同时代地域的香文化，Incense culture in different eras and regions

▼原材料展示，Raw material display

四楼专题展厅「香的通感」，以五感为线索，通过一系列关于香气的趣味场景和感官体验，希望观众在游戏化探索中理解香气如何影响多重感知的神经机制，开启香味与人类五感的想象世界。

▼沉浸式体验，Immersive experience

The fourth-floor exhibition, ‘Synesthesia of Scent,’ uses the five senses as a narrative thread. Through playful scent-based scenarios and multi-sensory experiences, visitors explore how fragrance shapes perception, opening an imaginative world where aroma interacts with sight, sound, touch, and taste.

▼专题展厅，Special exhibition hall

▼体验装置，Experience Installation

▼气味餐厅，Smell restaurant

在香气旅途的终点，智能报告中都记录着每位观众的闻香足迹。位于参观动线最末端的DIY调香工坊，以圆柱形岛台为最小单位，提供从香水、香薰到香氛蜡烛的个性化创作与定制DIY平台，满足观众在观展结束后想要调配一瓶专属香水的创作欲和探索欲。

▼DIY调香，DIY perfume

At the end of the olfactory journey, each visitor’s scent trail is captured in a personalized smart report. The DIY Perfumery Workshop, located at the exhibition’s finale, features cylindrical stations for creating bespoke perfumes, aromatherapy blends, and scented candles, allowing visitors to craft their own signature fragrance and extend the exploration beyond the galleries.

▼产品定制区，Product customization area

▼香水工坊，Perfume workshop

▼香水工坊近景，Perfume workshop close view

▼获取成品，Get the finished product

立品以「气味叙事」为空间线索，通过层次递进式场景、个性化服务与沉浸交互，将抽象香文化具象化为可游走的立体图景。我们相信，这种融合多维复合型体验正是未来文化空间的核心趋势——公众需求正从被动接收转向深度共创，而技术驱动的沉浸交互，将持续突破文化表达的边界。

Leaping Creative shapes scent into spatial storytelling through layered experiences, from personalized services to immersive interactions, turning abstract fragrance culture into a navigable 3D landscape. This multi-dimensional approach reflects the future of cultural spaces, where audiences move from passive reception to active co-creation, and technology continually expands the boundaries of cultural expression.

▼负一楼平面图，-1f plan