商圈設計指引成果專冊 Design Guidelines for Commercial Distrct

商圈設計指引成果專冊 Design Guidelines for Commercial District

* 各商圈現行之英文翻譯多元，本書將以 commercial district 作為集合用詞，代指所有商圈。 The current English translations for various shopping areas are diverse.

In this book, the term "commercial district" will be used as a collective term to refer to all such areas.

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商圈設計指引成果專冊

Design Guidelines for Commercial District

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序言 Foreword

署長的話 Director General’ s Words 商圈是台灣民眾日常商業活動聚集的地方，融合了在地生活、歷史與文化。經濟部商業發展署長期關注 商業服務升級、經營環境改善及低碳永續經營，致力於提升商圈的競爭力。在這個過程中，我們整合了 多方資源，推動各種創新措施，讓商圈的品質與活力齊頭並進，在提升台灣城市永續發展的同時，也為 城鄉發展創造共榮共享的價值。

2024 年商業發展署與台灣設計研究院共同推動「商圈美學設計」，整合了中央與地方政府、商圈組織及 專業設計團隊資源，從「以人為本」的視角出發，深入探討商圈的核心魅力，重新挖掘商圈的美學價值 與服務體驗。美學不僅僅是外觀改造，更對商圈意象、企業識別和在地特色的深刻詮釋，讓消費者在商 圈中感受到屬於這片土地的核心價值，並體會其中蘊含的地理人文、歷史脈絡與社會意涵。透過美學設 計的加值，不僅優化消費者的遊逛體驗，也增進在地居民的凝聚力，而許多特色鮮明的商圈，更吸引國 際遊客到訪，使商圈成為情感交流與社會連結的重要場所。 我們期盼，透過今年美學設計加值經驗分享，為各界提供參考與借鑑，共同攜手打造充滿活力與魅力的 台灣商圈。

Commercial districts are places of commercial activities in the daily life of Taiwanese people that fuse local lifestyle, history, and culture. The Administration of Commerce, MOEA, has long been focused on upgrading commercial services, improving the operating environment, and promoting low-carbon, sustainable operations, all with the goal of enhancing the competitiveness of commercial districts. In this process, we have integrated resources from different parties and launched various innovative measures, enhancing both the quality and vitality of commercial districts. While elevating sustainable development of cities in Taiwan, we also create shared values for both urban and rural developments to thrive together.

In 2024, the Administration of Commerce and Taiwan Design Research Institute jointly launched the "Aesthetic & Design-Driven Commercial District”project, and integrated resources from the central and local governments, commercial district organizations, and professional design teams, adopting a "usercentered" perspective to probe deep into the charm at the core of commercial districts and rediscover the aesthetic value and service experience of commercial districts. Aesthetics is more than just a makeover, it also reinterprets commercial district image, corporate identity, and local features, allowing consumers to perceive the core values of this soil in commercial districts, while also realizing the geographical culture, historical context, and sociological significance embedded in commercial districts. Through the valueadded aesthetic design, we hope to not only enhance the shopping experience for consumers but also bring local communities closer together. Commercial districts with unique features can attract foreign visitors, turning commercial districts into important venues of emotional interaction and social connection.

Through sharing this year ’s value-added aesthetic design experience, we hope to provide all sectors references and examples to jointly build robust and charming Taiwanese commercial districts.

經濟部商業發展署署長 蘇文玲

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商圈設計指引成果專冊

序言 Foreword

院長的話 President’ s Words 台灣設計研究院作為一個跨域共創的平台，今年首次與經濟部商業發展署合作推動「商圈美學設計」。 透過設計的導入，我們希望能夠提升商圈的環境品質和品牌形象。 此次輔導流程，除了針對商圈現況進行盤查、梳理其發展歷程外，還透過設計提案徵選、改造共識凝聚、 設計執行及成果推廣的各個階段，讓利害關係人共同參與，推動彰化小西商圈、台南孔廟商圈、台南國華 友愛商圈及高雄哈瑪星商圈等商圈的獨特價值，促成商圈內品牌形象、服務體驗與公共空間的全面升級。 透過商圈美學設計的加值，我們不僅希望提升消費者在商圈的體驗，還能進一步凝聚社區居民的向心力， 最終促進在地經濟的永續發展。期待在設計力量的加持下，未來台灣各地商圈能夠持續發展、煥然一新， 成為充滿活力與吸引力的生活場域。

As a platform for interdisciplinary co-creation, Taiwan Design Research Institute joined the Administration of Commerce, MOEA, to launch the "Aesthetic & Design-Driven Commercial District”project for the first time this year. Through introduction of design, we aimed to enhance the environmental quality and brand image of commercial districts.

Through the guidance process, we not only surveyed the current status of commercial districts and combed through their development history, but also involved stakeholders in the different stages of call for design proposals, consensus building, design execution, and result promotion, to promote the unique values of commercial districts, including Changhua Siaosi business district, Tainan Confucius Temple commercial district, Tainan Guohua Youai business district, and Kaohsiung Hamasen shopping district, facilitating comprehensive upgrade of brand image, service experience, and public spaces of these commercial districts.

Through these value-added aesthetic designs, we hope to not only enhance consumers ’commercial district experiences, but also bring local residents closer together, ultimately facilitating sustainable local economic development. Through design power, we hope that commercial districts across Taiwan can continue to grow and innovate in the future, becoming robust and attractive living spaces.

台灣設計研究院院長 張基義

Design Guidelines for Commercial District

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概述 緣起 整合利害關係人資源，設計共創未來商圈 商圈不僅是消費與觀光的場所，更是整合利害關係人資源、串聯服務方案的關鍵場域。它代表城市經濟的 縮影，亦展現市政服務的思考樣本。今年由經濟部商業發展署主辦，委託台灣設計研究院執行，將彰化小 西商圈、台南孔廟商圈、台南國華友愛商圈及高雄哈瑪星商圈作為改造對象，透過發掘商圈發展課題並進 行輔導，全面導入美學設計，以提升商圈的整體價值。 在輔導政策逐漸數位化與永續策略的推動下， 今年以服務體驗為出發點，將輔導與設計導入流程機制化， 並以雙鑽石模型（Double Diamond Model）為核心，探索商圈使用者需求。透過問題定義、設計解決方案 的尋找與發展，我們廣泛發想美學與設計導入的方式，並在中央、地方政府、商圈組織及設計團隊的跨域 合作中，不斷創新迭代，最終提升商圈的創新魅力。

執行 研究與輔導的迭代與賦能 為 釐 清 商 圈 發 展 特 性 並 評 估 設 計 參 與 機 制， 今 年 採 用 社 區 行 動 研 究（ Community-based Action 1

Research） 作為框架，旨在創造集體反思的場域並促進利害關係人間的協作與互動。透過專家討論、使 用者調查、實地訪查等方式，逐步迭代與創新輔導流程，涵蓋現況盤查、設計溝通、共識凝聚、設計落 實及推廣維護五大階段利害關係人作為行動研究的參與者，讓研究者在過程中挖掘值得探討的情境案例， 並以迭代後的結果作為下一步輔導內容與設計實踐的基礎。各階段的成果不僅反映利害關係人及參與者 的觀點，也包含對現行輔導機制的反思與改善策略，進而使輔導與設計能適應動態變化的需求與挑戰。

1 Seng, P. & Scharmer, O. ( 2006 ) . Community action research.

In Reason, P. & Bradbury ( Eds. ) , Handbook of Action Research, 195-207. Sage Publications.

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商圈設計指引成果專冊

Overview Origin Integrating Stakeholder Resources for Design and Co-creation of future Commercial Districts Commercial districts are not only places for consumption and tourism but also critical venues integrating s economy, while also providing stakeholder resources and linking service solutions. They epitomize a city’ a sample of the thinking behind municipal services. This year, the Administration of Commerce, MOEA, commissioned Taiwan Design Research Institute to execute the "Aesthetic & Design-Driven Commercial District ” project at Changhua Siaosi business district, Tainan Confucius Temple commercial district, Tainan Guohua Youai business district, and Kaohsiung Hamasen shopping district. Through discovering development issues of the commercial districts and providing guidance, aesthetic design has been comprehensively introduced to elevate the overall values of the commercial districts.

With gradual digitalization of guidance policies and promotion of sustainable strategies, this year’s project focused on service experience, building a mechanism of guidance and design introduction, while centering on the Double Diamond Model to explore commercial district user needs. Through defining problems, and finding and developing design solutions, we brainstormed diverse ways to introduce aesthetics and design, and continued to innovate and iterate through interdisciplinary cooperation among central and local governments, commercial district organizations, and design teams, ultimately elevating innovative charms of the commercial districts.

Execution Iteration and Empowerment of Research and Guidance In order to clarify the development characteristics of the commercial districts and evaluate mechanism 1 of design participation, this year ’s project used the“ Community-based Action Research ” framework in aim to create a field of collective reflection and facilitate collaboration and interaction among stakeholders. Through expert discussion, user survey, and onsite visits, we gradually iterated and innovated the guidance process to involve stakeholders in all five stages of the action research, from inventory of current status, design communication, consensus building, design implementation, to maintenance and promotion, allowing researchers to discover discussion-worthy scenarios and cases, while also using the results of iteration as the foundation of the next step guidance and design practice.

The results of each stage not only reflected the viewpoints of stakeholders and participants, but also included reflections on and improvement strategies of the existing guidance mechanism, enabling guidance and design to adapt to dynamic and changing needs and challenges.

1 Seng, P. & Scharmer, O. ( 2006 ) . Community action research.

In Reason, P. & Bradbury ( Eds. ) , Handbook of Action Research, 195-207. Sage Publications.

Design Guidelines for Commercial District

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圖、計畫研究架構 改編自社區行動研究知識創造流程 ( Seng & Scharmer, 2006 )

以參與式行動為基礎，運用設計思維進行商圈美學改造，提升四個示範商圈的美學價值，並強化利害關係 人間的協作與共識。過程中，我們持續關注商圈發展的變化，融入反思與創新設計，促進商圈的永續發展。 透過跨域協作與設計賦能，這些商圈將成為地方經濟的重要驅動力，也能為台灣商圈創造更多可能性。

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商圈設計指引成果專冊

Figure: Research Framework of Project Adapted from Community-based Action Research Knowledge Creation Process (Seng & Scharmer, 2006)

Based on participatory actions, design thinking was utilized to carry out aesthetic transformation of commercial districts, elevating the aesthetic values of the four demo commercial districts, while also strengthening collaboration and consensus among stakeholders. In the process, we continued to monitor changes in the development of the commercial districts, incorporating reflections and innovative designs to facilitate sustainable development of the commercial districts. Through interdisciplinary collaboration and design empowerment, these commercial districts will become important drivers of local economic development, while also creating more possibilities for commercial districts in Taiwan.

Design Guidelines for Commercial District

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研究方法 專家討論 找出商圈發展的輔導方針

目的 透過專家引導，發掘商圈現況與發展潛力，找出輔導重點方向。

作法 執行本年度輔導前，邀請 18 名來自品牌、建築、景觀、都市設計、商圈輔導、產業經營、編輯等領域的 專家顧問參與座談會，共同討論商圈現狀與建議的對應方向，藉此發展出設計輔導與推廣的執行策略方向。

商圈現況與挑戰

專家建議方向

輔導設計方針

● 挖掘並釐清商圈本身獨有的價值，透過自我創新或跨域共創

①

商圈商品與服 務同質性過高

開發商品特色與服務。 ● 商圈的互訪活動，應以整體服務體驗為觀察與反思的重點，

找出差異化作法。

②

基礎設施資訊 標示不夠完善

商圈營運發展 ③ 缺乏長期規劃

● 整合基礎設施功能，提供友善行走與停留休憩的空間。 ● 設計相關資訊識別系統，優化整體顧客體驗流程。 ● 商店類型需契合商圈的核心價值，並融入在地的特色。 ● 活動與服務規劃，需結合商圈的目標客層，提供符合受眾需

求的服務與空間。 ● 打造適合交流互動的空間，透過實質的互動建立商圈在地的

④

社區認同感與 連結較為薄弱

商圈形象 品牌設計

服務體驗 流程設計

認同感。 ● 藉由實際參與商圈活動，增加青年對社區文化的瞭解與認同，

吸引後代回鄉或外地人來此地創業。

利害關係人之 ⑤ 間的協作困難

⑥

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商圈缺乏文化 特色體驗活動

● 凝聚各利害關係人的共識，並透過行銷推廣，強化對地方的

榮譽感。 ● 建立暢通的溝通平台，強化商圈內外資訊共享與協作。 ● 結合商圈的自然或人文資源，創造特色旅遊路線，提升吸引力。 ● 提供消費者具在地文化深度的體驗活動。

商圈設計指引成果專冊

公共場域 改造設計

Research Methods Expert Discussion Developing Guiding Principles for Commercial District Development

Objective Through expert guidance, explore the current status of the commercial districts and identify development potentials, finding key directions of guidance.

Method Before execution of this year’s project, 18 expert consultants from different domains, including branding, architecture, landscaping, urban design, commercial district guidance, industry management, and editing, were invited to a seminar to jointly discuss current status of the commercial districts and suggest directions of responses, developing executive strategies and directions of design guidance and promotion.

Expert Suggestions

Current Situation

Design Guidance Principles

● Identify and clarify the unique value of the commercial

Highly Homogeneous ① Goods and Services

district, and develop unique merchandise and services through self-innovation or interdisciplinary co-creation.

● Focus on overall service experience for observation

and reflection during exchange visits to other commercial districts, and find ways to differentiate.

Insufficient Infrastructure ② Information Signage

● Integrate functionalities of infrastructures and

provide friendly pedestrian and rest areas. ● Design related signage system and optimize overall

customer experience.

Lack of Long-term Planning ③ for Commercial District M&O and Development

● Types of shops should meet the commercial district’ s

core values and incorporate local features.

● Planning of activities and services should aim at target

customers of the commercial district, providing services and spaces meeting their needs.

● Build spaces suitable for exchange and interaction, and

Weak Community Sense of ④ Identity and Connection

establish local sense of identity.

Flow Design for Service Experience

● Enhance young people’s understanding and recognition

of community culture through actual participation in commercial district activities, and encourage them to return or attract new entrepreneurial talent.

● Forge consensus among all stakeholders and

Difficulty of Collaboration ⑤ among Stakeholders

Brand Design for Commercial District Image

strengthen a sense of honor for the local community through marketing and promotion.

● Establish an open communication platform and

Transformation Design for Public Venues

strengthen internal and external information sharing and collaboration of the commercial district.

● Combine natural or cultural resources of the

Lacking Activities of Unique

⑥ Cultural Experiences

commercial district and create unique tourism routes to enhance attractiveness.

● Offer consumers activities of in-depth experience on

local culture.

Design Guidelines for Commercial District

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發現 依據專家提出的相關建議，研擬今年的輔導設計方針。透過商圈形象品牌設計具體呈現商圈既有的特色 亮點，以服務體驗流程設計改善商圈整體的服務體驗，設計改造公共場域，藉此延長人潮駐足，甚至是 商圈使用者們互相交流的場域。

●

商圈形象品牌設計：挖掘凸顯商圈特色與價值。

●

服務體驗流程設計：優化整體服務與消費體驗。

●

公共場域改造設計：打造人們匯聚交流的空間。

使用者調查 掌握消費大眾對商圈的感受

目的 藉由消費大眾的回饋調查，梳理提升商圈體驗的關鍵影響因素，為輔導提供適切的改造標的與設計導入 的可行方向。

作法 商圈為提供服務之場域，由人、服務（商家）和場域間的交互運作而成。研究採立意抽樣之形式，透過 線上問卷的發放，從服務場景、體驗價值等構面，收集消費大眾拜訪商圈之動機、頻率與目的，藉以分 析商圈在消費大眾心中的價值，以及其整體營造的服務場景如何影響消費大眾對商圈的印象與推薦意願。

發現 2

問卷結果分析 顯示，商圈的服務場景對於消費者的體驗價值有顯著的正面影響，有助於提升消費者對 商圈的滿意度和行為意願。 其中，商圈的「氛圍」表現，對於消費者在「卓越」、「美學」和「趣味」等體驗價值上產生了明顯的 正面影響。而可展現商圈特色的標誌或標示亦能帶來「趣味性」，有助於進一步提升消費者的好感度。 綜合來看，若能改善商圈的周邊環境氛圍、提升空間陳設的運用程度、強化其功能性，並設置能傳遞商 圈特色的標誌或標示，將能有效提升消費者的整體體驗價值，增強其對商圈的好感度，使他們更願意停 留及反覆光顧。因此，後續的設計輔導策略應根據服務場景中的各個面向進行深入討論，同時盤點並釐 清各商圈可運用的內外部資源及相關利害關係人的網絡，以提高輔導執行的效率和順暢度。

2 問卷經前測修訂後於 2024 年 7 月 1 日至 7 月 31 日線上發放，採立意抽樣，邀請具有商圈體驗經驗的消費大眾填答，共計回收 1,397 筆樣本。

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商圈設計指引成果專冊

Findings This year ’s design guidance principles were formulated according to the experts ’suggestions. Through brand design for commercial district image, existing unique features of the commercial districts were highlighted; through flow design for service experience, the overall service experience of the commercial districts was improved; through transformation design, crowds stayed longer at the public venues, which have even become places of interaction and exchange among commercial district users.

Brand design for commercial district image: Discover and highlight unique features and values of the commercial districts. ● Flow design for service experience: Optimize overall service and consumption experience. ● Transformation design for public venues: Create spaces for people to gather and exchange. ●

User Survey Understanding Consumers ’Perceptions on the Commercial Districts Objective Through collection of consumer feedback, we combed through the key factors that could enhance the experience of the commercial districts, identifying for the guidance program appropriate targets of transformation and feasible directions of design introduction.

Method A commercial district is a service-providing venue, shaped by the interactions among people, services (shops), and the place. The study adopted purposive sampling, and distributed online questionnaires that focused on aspects like service scenarios and experiential value to gather insights into consumers ’motivation, frequency, and purpose of visiting the commercial districts, in order to analyze the perceived value of the commercial districts among the public, as well as how the overall service scenarios created by these commercial districts affected the public ’s impressions of them and willingness of recommendation.

Findings 2

Analysis of the questionnaire results shows that service scenarios of the commercial districts have significant positive impact on the experiential values of consumers, raising the levels of consumer satisfaction and willingness of recommendation.

The commercial districts’performances in“atmosphere”have obvious positive impact on consumers’ experiential values of“ excellence,”“ aesthetics, ”and “ fun. ”Logos or signage systems that showcase the commercial districts ’unique features also increase the“ fun ”level, further enhancing consumer favorability.

In general, improving the atmosphere of the surrounding environment of the commercial districts, enhancing the level of utilization of the spaces and facilities and strengthening their functionalities, and installing logos or signs that convey the unique features of the commercial districts will effectively elevate the overall experiential values of consumers, increasing consumer favorability and making them stay longer or come back repeatedly. Thus, ensuing design guidance strategy should be discussed in greater depths according to the various aspects of the service scenarios; also, internal and external resources, and network of stakeholders, that can be used by the commercial districts, should be inventoried and clarified to ensure efficient and smooth implementation of the guidance project.

2 The questionnaire was modified after pretesting and was distributed online from July 1 to 31, 2024. Purposive sampling was adopted, inviting consumers with commercial district-related experience to participate in the survey. A total of 1,397 samples were collected.

Design Guidelines for Commercial District

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服務場景

體驗價值 態度

經由五官所能感受到的周

消 費 者 投 資 報 酬。 在 該 商

服 務 優 越 性。 對 該 商 圈 商

遭 環 境， 通 常 包 含 環 境 的

圈購物時所感受到的便利

品 或 服 務 價 值 的 因 素。 包

背景特徵，如溫度，光線，

程 度 和 效 率 性。 包 含： 便

含： 產 品 品 質、 選 擇 性、

噪音，音樂和氣味。

利 性、 購 物 特 性、 資 源 豐

價 格 水 平、 顧 客 服 務、 人

富 性、 停 車 方 便 性、 運 輸

際 接 觸 丶 安 全 購 物 環 境。

顧客對於消費體 驗後的整體評價。

交 通 便 利 性、 產 品 搜 尋。 包含硬體設備的陳設、空間規

行為

劃及運用，以利提升服務效率。 美 感。 在 該 商 圈 購 物 過 程

趣 味 性。 在 該 商 圈 購 物 過

中， 商 品 的 設 計 和 陳 列 所

程中所帶來的樂趣和享受。

實體服務環境會藉由明示

帶 來 的 美 學 體 驗 和 感 受。

包含：娛樂性、五官訴求、

或 暗 示 的 符 號、 標 示 等 與

包 含： 商 圈 氛 圍、 街 道 建

立 即 滿 足、 櫥 窗 購 物、 人

顧客溝通，也 可 以 藉 此 營

築 景 觀、 商 店 室 內 設 計、

員互動、文化特色。

造服務或商品的認知。

商品視覺展示、實體環境。

消費者主觀上判 斷並參與體驗 後，自身對於商 品或地點所產生 之評價程度。

圖、問卷研究架構之構面內涵

實地訪視 商圈服務體驗機會評估

目的 以具有發展潛力的商圈為訪查重點，實際走訪能更深入掌握商圈的真實現況，並進一步評估服務體驗導 入的可行性與潛力。

作法 從服務需求方的角度，透過使用者旅程地圖進行分析，記錄商圈旅程中的主要階段，包括「抵達」、「遊 逛」、「消費」和「休憩」。並據此逐一分析商圈接觸點現況。

發現 從體驗接觸點的分析中，我們發現各商圈在交通節點、遊憩景點、街道、店家及公共空間等層面，均存 在不同程度的問題。因此，後續設計輔導將聚焦於上述層面，進行服務體驗提升之設計策略制定。

14

商圈設計指引成果專冊

Service Scenario

Experience Value

Atmosphere

Efficiency Value

Sensory Perception. The surrounding

Consumer Return on Investment.

Service Superiority. Factors

environment experienced through

The level of convenience and

contributing to the perceived

the five senses, typically including

efficiency perceived when

value of goods or services in the

background characteristics such as

shopping in the commercial

commercial district, including:

temperature, lighting, noise, music,

district. This includes: convenience,

product quality, product variety,

and scent.

shopping characteristics, resource

price levels, customer service,

abundance, parking accessibility,

interpersonal interactions, safe

transportation convenience,

shopping environment.

Space/Function

Attitude The overall evaluation customers form after experiencing the service.

product searchability.

This includes the design and utilization of physical facilities, spatial planning and utilization to enhance service efficiency.

Signage, Symbols, and Products The physical service environment communicates with customers through explicit or implicit symbols and signage, creating perceptions of the service or product.

Excellence Value

Aesthetic Value

Fun Value

Aesthetics. The aesthetic

Fun. The enjoyment and pleasure

experience and feelings derived

derived from the shopping

from product design and display

process in the commercial district.

during the shopping process in the

This includes: entertainment

commercial district. This includes:

value, sensory appeals, instant

district atmosphere, street and

gratification, window shopping,

architectural landscapes, interior

staff interactions, cultural

design of stores, visual presentation

uniqueness.

Behavior Consumers' subjective judgment and evaluation of products or locations after participating in the experience.

of products, physical environment.

Figure: Dimensions and Content of the Questionnaire Research Framework

Onsite Visit Evaluating Service Experience Opportunities of the Commercial Districts

Objective Focus on commercial districts with development potentials for onsite visits. Onsite visits allow in-depth understanding of the real situations of the commercial districts, and further evaluation of feasibility and potentials of introduction of service experience.

Methods From the service demand perspective, analysis was carried out through user journey map, chronicling the main stages in the commercial district journey, including“arrival,”“walking around,”“consuming,” and“rest,”which were used to analyze the current status of the commercial districts ’touch points.

Findings From the analysis of experience touch points, we found that all the commercial districts had problems of varying degrees in the aspects of transportation nodes, recreation attractions, streets, shops, and public spaces. Thus, ensuing design guidance will focus on the aforementioned aspects to formulate design strategies for enhancement of service experience.

Design Guidelines for Commercial District

15

圖、商圈的使用者旅程地圖

商圈美學的提升應該著眼於打破各單位之間的界線，實現資源共享與串連，最大化利用公共場域 與私有戶外空間。通過整合商圈周邊的地理人文、自然景觀與在地故事，將這些元素巧妙融入產品 與服務中，方能提升商圈的辨識度與記憶點，改善整體遊逛體驗和服務順暢度，進一步延長消費 者駐足與停留於商圈中的時間。

16

商圈設計指引成果專冊

Figure: User Journey Map of Commercial District

Enhancement of commercial district aesthetics should focus on breaking the boundaries between different agencies to realize sharing and connection of resources, maximizing the utilization of public spaces and private outdoor spaces. Through integration of the commercial districts ’surrounding geographical and cultural features, natural landscapes, and local stories, these elements can be ingeniously blended into products and services, which will enhance the distinctiveness and memory points of the commercial districts and improve overall experience and service efficiency, ultimately extending consumer stay at the commercial districts.

Design Guidelines for Commercial District

17

商圈隨著國內旅遊熱潮，經歷了疫情初期人流漸 減到近期人潮湧現的變化，店家不斷嘗試突破與 創新。今年的主要目標在於協助商圈發掘或強化 其特色、價值並建立韌性。透過前期調研與跨領 域專家顧問的建議，發展了今年設計輔導的執行 流程如下頁：

18

With the surge in domestic tourism, commercial districts have undergone a shift from reduced foot traffic during the early stages of the pandemic to a recent influx of visitors, and businesses have constantly been seeking breakthroughs and innovations. The primary objective this year focused on assisting commercial districts in uncovering or enhancing their unique features and values while building resilience. Based on preliminary research and suggestions of interdisciplinary experts, the implementation process for this year's design guidance was developed, which is outlined on the next page:

商圈設計指引成果專冊

HOW TO IMPLEMENT COMMERCIAL DISTRICT AESTHETIC DESIGN

O1 商 圈 美 學 設 計 如 何 實 施

Design Guidelines for Commercial District

19

「商圈美學設計加值」執行流程： Implementation Process of the "Aesthetic & Design-Driven Commercial District” Project:

1

現況盤查

Inventory of Current Status

2

設計溝通

Design Communication

3

凝聚共識

Consensus Building

場域實地訪查

設計提案徵選

改造共識凝聚

從 使 用 者 的 視 角， 實 地 走 訪、

公開徵求設計團隊實地走訪商

藉 由 工 作 坊 的 形 式， 針 對

盤 整 商 圈 整 體 消 費 環 境， 並 與

圈， 評 估 可 能 的 設 計 改 造 方

不同利害關係人角度所感

利 害 關 係 人 訪 談（ 地 方 政 府 與

向，並邀集相關跨領域專家組

受到商圈傳遞出來的價

商 圈 組 織 ）， 了 解 商 圈 組 織 運

成評審團，進行提案審查與確

值， 以 及 商 圈 現 有 的 問 題

作情況及場域的使用現況。

認發包執行的設計團隊。

挑 戰 與 可 能 的 解 方， 互 相 交流與營造共識。

Onsite Visits

Call for Design Proposals

Forging Consensus on Transformation

Visiting and inventorying the

Recruiting design teams openly

Through the form of workshops,

consumption environment of the

to visit the commercial districts

we can communicate with each

commercial districts from the user’s

and evaluate possible directions of

other and build consensus

perspective, and interviewing

design transformation, and inviting

based on the value delivered

stakeholders (local governments

experts from various fields to form

by the commercial district from

and commercial district

the jury for review, selection and

the perspective of different

organizations), to understand the

contracting executive design teams.

stakeholders, as well as the

operations of the organizations and

existing problems, challenges

current status of venue utilization.

and possible solutions in the commercial district.

20

商圈設計指引成果專冊

4

設計落實

Design Implementation

5

維護推廣

Maintenance and Promotion

設計改造執行

成果擴散維護

依評審委員與相關利害關係人

確認後續的維護管理行動，輔導

的 意 見， 進 行 多 次 的 溝 通 與 協

運用社群媒體，針對改造的項目

調， 確 認 改 造 項 目 後， 依 據 預

進行推廣，吸引其他商圈與民眾

定的改造時程進行施工實作與

們，親自前來感受設計加值商圈

流程和品質的控管。

美學的呈現手法與成果。

Design Transformation Execution

Dissemination and Maintenance of Achievements

Conducting numerous sessions of

Confirming ensuing actions of

communication and coordination

maintenance and management,

according to the opinions of the

providing guidance on utilization of

jurors and stakeholders to confirm

social media to carry out promotion of

target of transformation, and then

transformation targets, attracting other

carrying out the construction

commercial districts and the public

and controlling and managing the

to come and perceive first-hand the

procedures and quality according to

methods and outcomes of value-added

the planned timetable.

aesthetic design for commercial districts.

Design Guidelines for Commercial District

21

地方政府

設計團隊 本地居民 台灣設計研究院

商圈組織 消費大眾 商圈店家

圖、利害關係人溝通網絡

設計在促進商圈發展過程中，涉及多方利害關係

今年，台灣設計研究院作為商圈各利害關係人的

人，且輔導執行流程中與這些利害關係人的互動

溝通平台，邀請地方政府、設計團隊、商圈組織

頻 繁 且 密 切。 若 能 清 晰 掌 握 商 圈 的 發 展 脈 絡，

與商圈店家，共同挖掘商圈的歷史文化價值，盤

並梳理各方需求，強化溝通網絡，美學設計的落

點整體消費環境與動線，找出現存的痛點與需求。

實將會更加順暢，確保各方在推動過程中步調一 致，共同朝著商圈提升的目標邁進。

透過多元設計策略，逐步建立並改善商圈的品牌 形象，凸顯其獨有特色，提升服務體驗，並增強 商圈知名度。這是一種跨領域整合的創新模式， 以設計思維、設計策略及設計導入來驅動商圈的 整體發展。

22

商圈設計指引成果專冊

Local Governments

Design Teams Local Residents Taiwan Design Research Institute

Commercial District Organizations

Consumers Shops

Figure: Stakeholder Communication Network

In the process of facilitating development of commercial district, design involves a wide range of stakeholders, and the implementation of the guidance program requires frequent and close interactions among these stakeholders.

By c l e a r l y u n d e rsta n d i n g t h e d eve l o p m e nt trajectory of the district, addressing diverse n e e d s , a n d st re n g t h e n i n g c o m m u n i c a t i o n networks, implementation of aesthetic design can be carried out smoother, ensuring that all parties are on the same page during the process, jointly moving towards the goal of upgrading the commercial district.

This year, as the communication platform for various stakeholders of commercial districts, the Taiwan Design Research Institute invited local governments, design teams, commercial district organizations, and local businesses, to jointly examine the district’s historical and cultural values and conduct inventory on overall environment of consumption and traffics, identifying existing pain points and needs.

Through diverse design strategies, the project gradually established and improved the commercial districts’brand identities, highlighted their unique features, enhanced service experiences, and increased their visibility. This innovative model of interdisciplinary integration leverages design thinking, design strategies, and design introduction to drive the overall development of the commercial districts.

Design Guidelines for Commercial District

23

以設計為專業，從人出發串連起多元利害關係人，建立溝通協調介面，系統性的運用設計策略收納多元需求，並 與商圈組織及設計團隊協作，讓需求找到解決方案，並以設計美學方式落實改造。

商圈店家

地方政府

店家是商圈的服務提供者與使用者，為關鍵的第一

中央政府負責制定全國性政策方針，而地方政府則

線族群，商家多以經濟性為優先考量，如商圈的改

在地扮演整合跨局處資源與溝通的關鍵角色。在商

變與商業關聯性低將會降低店家投入意願，因此可

圈輔導計畫與管理中，清晰掌握商圈內複雜的互動

透過設計，找出商家與商圈的連結，以共同塑造整

關係，並尊重組織的意見與需求。各級政府應明確

體街區樣貌為目標，提升服務提供的意願及方向，

界定不同執行階段的權責分工，促進跨局處的有效

促進商圈正向的運作活化。

溝通，共同推動商圈整體目標的實現，達成協同合 作與永續發展的願景。

設計團隊

消費大眾

依據商圈診斷後的設計策略，經公開徵選，設定設

消費大眾是商圈最主要的服務使用者，除了本國

計團隊的執行任務。設計團隊肩負著美學設計使命，

與 外 藉 旅 客， 其 年 齡、 興 趣、 生 活 習 慣 等， 都 會

在商圈中找出設計策略達成的方法，並以空間設計、

反映不同族群對於商圈的到訪目的，設計能夠幫

識別設計等專業，負責設計改造企劃與執行。尤其

助掌握消費大眾的族群分佈，建立起與商圈之間

善於將地方歷史脈絡轉譯為深受消費大眾青睞的視

聯繫，幫助商圈有效的做好準備。

覺意象與體驗魅力，是商圈畫龍點睛的關鍵者。

商圈組織

本地居民

商圈組織是依據人民團體法，經地方主管機關核定

本地居民是居住在商圈內的里民、店家。台灣民

設立之商圈自治組織，成員包含理事長、理事等幹

選地方基層里長，賦予居民直接而強有力的意見

部。作爲政府輔導與協助商圈店家經營的中介角

表達管道。建議釐清各地商圈內部實際多元利害

色，如何成功申請和有效運用政府各類補助資源或

關係人權力結構，建立溝通管道及共存利益，在

促成外部合作活化商圈發展，是組織重要的目標。

創造商圈消費體驗前提之下，也透過設計盡量平

因大多數商圈組織成員及為商圈店家，不僅了解商

衡居民居住利益，突破商圈住商利益衝突現況。

圈的需求和問題，更是凝聚店家、維運商圈，以及 推廣新理念的第一線推手。然而，不僅是外部資源 的挹注，商圈內的店家經營共識，才是持續發展的 重要關鍵。透過商圈形象設計，可以協助商圈組織 更有效且直接的向外傳達特色提升合作的可能，對 內串連店家強化認同感並凝聚共識。

24

商圈設計指引成果專冊

Specialized in design, we adopt user-centered approach to connect diverse stakeholders and establish communication and coordination interface, systematically utilizing design strategies to address diverse needs, collaborating with commercial district organizations and design teams to find solutions for the needs, and ultimately realizing transformation through design aesthetics.

Shops

Local Governments

Shops are both service providers and users within commercial districts, making them a critical frontline group. Most shop owners prioritize economic considerations, and if changes in the commercial district are perceived as having little relevance to their business, their willingness to participate decreases. Through design, connections between shop owners and the commercial district can be identified and strengthened. This fosters a shared goal of shaping the overall appearance of the district, enhancing their willingness and direction in providing services, and promoting the positive revitalization and operation of the commercial district.

The central government is responsible for formulating nationwide policies and guidelines, while local governments play a key role at the regional level by integrating resources across agencies and facilitating communication. In the planning and management of commercial district guidance program, it is essential to clearly understand the complex interactions within the district and to respect the opinions and needs of organizations involved. Governments at all levels should clearly define the division of responsibilities for each stage of implementation, promote effective interdepartmental communication, and jointly promoting the realization of the commercial district ’s overall goals, achieving the vision of cooperation and sustainable development.

Design Teams

Consumers

Based on the design strategies derived from the commercial district evaluation, execution tasks for design teams are assigned through an open selection process. These design teams bear the mission of aesthetic enhancement, tasked with identifying methods to implement the design strategies within the commercial district. Leveraging their expertise in spatial and identity design, they are responsible for planning and executing design transformations. Notably, they excel in translating local historical context into compelling visual imagery and engaging experiences that resonate with the public, serving as the key contributors to the revitalization and unique charm of the commercial district.

Consumers are the primary users of services in the commercial district. This group includes both domestic and international visitors, with varying demographics such as age, interests, and lifestyle habits, which influence their reasons for visiting the district. Design can play a crucial role in understanding the distribution of consumer groups, fostering connections between them and the commercial district, and helping the district prepare effectively to meet diverse needs.

Commercial District Organizations The commercial district organization is an autonomous group established according to the Civil Association Act, with approval from local authorities. Its members typically include the chairman, directors, and other key staff. As an intermediary between the government and commercial district businesses, one of the organization's key goals is to successfully apply for and utilize various government subsidies or facilitate external partnerships to revitalize the district ’s development. Since most members of the commercial district organizations are also business owners within the district, they not only understand the district's needs and challenges but also play a critical role in uniting businesses, maintaining operations, and promoting new ideas. However, it is not just the influx of external resources that drives success—consensus on business operations within the district is a crucial factor for sustained growth. Through commercial district branding and design, the organization can more effectively and directly communicate the district's unique features, thereby enhancing the potential for collaboration with external partners and strengthening internal unity and consensus among the businesses.

Local Residents Local residents are the inhabitants and business owners within the commercial district. In Taiwan, local election of village chiefs provides residents with a direct and powerful channel to express their opinions. It is recommended to clarify the actual power structure among the diverse stakeholders within each commercial district and establish communication channels and shared interests. While focusing on creating an enhanced consumer experience within the district, design efforts should also aim to balance the living interests of local residents, addressing and overcoming the current conflicts between residential and commercial interests in the district.

Design Guidelines for Commercial District

25

1 現況盤查

—— 場域實地訪查 ＃地方政府

＃商圈組織

目標 充分盤點商圈現況及潛在發展空間，找到合適角色討論改造方案。

從「使用者」視角出發，釐清商圈美學的問題與需求，並擬定初步導入方向，作為後續與設計團隊或管 理單位溝通的依據。在此階段，針對商圈場域與使用者互動的介面，從商圈形象、服務體驗及公共場域 三大面向進行現況評估與資源盤點，確認各項目權責單位，找到合適的角色，以確保溝通過程的順暢。

工具｜商圈現況與需求評估表 ●

商圈形象 現況評估

項目

需求說明 發展具商圈特色的品牌識別，有助於

商圈品牌

商圈 Logo

○有

○無

入口意象

識別性

○高

○低

自然景觀

○有

○無

人文景觀

○有

○無

商 圈 的 豐 富 業 態 極 具 特 色， 能 強 化

歷史故事

○有

○無

商家與在地人文歷史的連結性。

景觀特色

建構品牌。 加強與商圈文化特色相關的意象於入 口，並可賦予使用功能。

其他 __________ 環境整潔

26

○ 明亮整齊 ○ 陰暗雜亂

清整公共空間雜物堆積及統一街道

兩者兼具 ○ 其他狀態 __________

物件。

商圈設計指引成果專冊

1

Inventory of Current Status —— Onsite Visits ＃ Local

Governments

Objective

＃ Commercial

District Organizations

Conducting Full Inventory on Current Status and Potential Development Spaces of the Commercial Districts and Finding Appropriate Figures for Discussion of Transformation Plan.

Starting from the perspective of the "user," clarify the issues and needs related to the aesthetics of the commercial district, and draft an initial direction for implementation. This will serve as a basis for subsequent communication with the design team or management units. At this stage, the evaluation focuses on the interface between the commercial district space and user interactions, assessing the current situation and resource allocation from three key aspects: the district's image, service experience, and public spaces.

The goal is to identify responsible parties for each aspect, establish suitable roles, and ensure a smooth communication process.

Tool | Evaluation Charts for Current Status and Needs of Commercial District ●

Commercial District Image Item

Current Status

Needs

Commercial District Logo ○ Yes ○ No

Develop unique brand identity of the commercial district that helps with its branding.

Entrance Image

Distinctiveness

○ High ○ Low

Strengthen related images of the commercial district ’s cultural features at the entrance, while also adding functionalities.

Landscape Features

Natural Landscape Cultural Landscape Historical Stories Other____________

○ Yes ○ No ○ Yes ○ No ○ Yes ○ No

Cleanliness of Environment

○ Bright and Clean ○ Dim and Messy Both ○ Other__________

Brand

The commercial district has unique and diverse business types that can enhance the connectivity between the businesses and local culture and history.

Clear out clutter from public spaces and standardize street objects.

Design Guidelines for Commercial District

27

●

店家形象 項目

現況評估

經營年份

○ 5 年內 ○ 20 年以內 ○ 20 年以上 整體風格 ○ 傳統懷舊

空間氛圍

需求說明 更新店家品牌意象。

○ 現代創新

招牌新舊 ○ 完整易識別 ○ 破損模糊

可進行招牌設計及定義色彩使用規範。

其他 __________

●

特色商品

○有

○無

休憩空間

○有

○無

提供友善的休憩設施，或串連服務需求， 創造居民、店家與遊客彼此的互動可能。

服務體驗 項目

現況評估

導覽地圖

指引標示

需求說明

○有

○無

動線指引牌

○有

○無

店家指引牌

○有

○無

歷史介紹

○有

○無

代表識別物

○有

○無

選用便於維護不易損壞的材質，導入 統一清晰的圖示。

其他 __________ 店家營業 時段 ●

○ 上午 ○ 下午 ○ 晚上 ○ 半夜 ○ 僅假日 ○ 僅平日 ○ 假日及平日

公共場域 項目

休憩空間 設施

需求說明

現況說明 公共座椅

○有

○無

垃圾桶

○有

○無

公廁

○有

○無

○是

○否

其他 __________ 搭配商圈活動更換 街道裝飾

固定裝飾

○ 完整 ○ 需翻新

其他 __________

行走空間

提供友善的休憩設施，或串連服務需 求，創造居民、店家與遊客彼此的互 動可能。

設 計 能 結 合 地 方 文 化 的 裝 飾 物， 且 選用便於維護的材質。

公園

○是

○否

廣場

○是

○否

需 要 自 發 性 的 清 理 和 維 護， 保 有 場

交誼廳

○是

○否

域的美觀，以及安全性。

其他 __________ （上方內容為舉例，商圈組織可使用 附錄 空白清單 勾選與評估）

接著，依據各商圈現況與美學設計加值方向，列出設計規格，公開徵求設計團隊加入導入流程。

28

商圈設計指引成果專冊

●

Shop Image Item

Current Status

Years in Business

○ Within 5 years ○ Within 20 Years ○ Over 20 Years

Renew shop brand imagery.

Spatial Ambience

Overall Style ○ Traditional and Retro ○ Modern and Innovative Sign Condition ○ Integral and Legible ○ Damaged and Blurry Other __________

Carry out sign design and define color scheme.

Specialty Products

○ Yes

Rest Space

●

○ Yes

Needs

○ No

Provide friendly rest facilities or link service needs to facilitate possibility of interaction among residents, shops, and visitors.

○ No

Service Experience Item

Current Status

Needs

Guide Map

○ Yes

○ No

Wayfinding Signs

Directions ○ Yes Shop Directories ○ Yes History ○ Yes Representative Identifier ○ Yes Other __________

○ No ○ No ○ No ○ No

Business Hours

○ Morning ○ Afternoon ○ Evening ○ Midnight ○ Holidays Only ○ Weekdays Only ○ Holidays and Weekdays

●

Choose durable materials easy to maintain, and introduce standardized and clear icons

Public Venues Item

Facilities in Rest Area

Current Status Public Chairs Garbage Cans Public Washrooms Other__________

○ Yes ○ Yes ○ Yes

Needs ○ No ○ No ○ No

Decorations changed according to activities of the commercial district Street ○ Yes ○ No Decorations Permanent Decorations ○ Integral ○ Need to be Replaced Other __________ Pedestrian Space

Park Square Lounge Other __________

○ Yes ○ Yes ○ Yes

○ No ○ No ○ No

Provide friendly rest facilities or link service needs to facilitate possibility of interaction among residents, shops, and visitors.

Design decorations that incorporate local culture, and choose materials easy to maintain.

Needs to be proactively cleaned and maintained to ensure cleanliness and aesthetics, as well as safety.

(The charts above are only examples. Commercial district organizations can use the attached blank chart for evaluation)

Next, based on the current conditions of each commercial district and the direction for aesthetic design enhancement, outline the design specifications and publicly invite design teams to join the implementation process.

Design Guidelines for Commercial District

29

2 設計溝通

—— 設計提案徵選 ＃地方政府

＃商圈組織

＃商圈店家

＃設計團隊

目標 透過不同設計手法呈現商圈特有人文景觀與特色。

經過第一階段的盤點與策略擬定後，公開徵求設計團隊，帶領團隊實地 走訪商圈了解設計標的，並與商圈店家進行交流。設計團隊依據商圈設 計策略，針對商圈的特點與需求，提出整體性的設計提案。隨後邀請空 間設計、品牌策略及商圈管理等跨領域專家，組成評選委員會，根據下 列表項進行評估，從中選出合適的設計團隊。

工具｜設計團隊評估表 說明

項目 品牌策略構思力

設計規劃力

專案執行力

效益及影響力

30

關鍵課題掌握度、提案完整性、品牌理念與定位、設計 策略與應用。 需求相符、策略連結、設計可行性與適切性、整體設計 質量呈現。 實績及跨域協作經驗、經費編列佔比與合理性、時程規 劃可行性、現場提問應答。 預期改善成果、後續效益擴散性。

商圈設計指引成果專冊

2

Design Communication —— Call for Design Proposals ＃ Local

＃ Commercial

＃ Shops

＃ Design Teams

Governments

Objective

District Organizations

Present the Unique Cultural Landscapes and Features of the Commercial District through Different Design Techniques.

After the first phase of inventory and strategy formulation, a public call for design teams was made. The selected team conducted field visits to the commercial district to understand the design objectives and engage in discussions with local businesses. Based on the design strategy for the district, the team proposed an overall design plan tailored to the district's characteristics and needs. Subsequently, experts from various fields, including space design, brand strategy, and district management, were invited to form a selection committee. The committee evaluated the proposals based on the following criteria and selected the most suitable design team.

Tool | Evaluation Chart for Design Team Item

Explanation

Brand Strategy Conceptualization Capability

Knowledge on key issues, comprehensiveness of proposal, brand philosophy and positioning, design strategy and application.

Design Planning Capability

Alignment with requirements, strategic connection, design feasibility and appropriateness, overall design quality presentation

Design Planning Capability

Track record and cross-domain collaboration experience, budget allocation and rationality, feasibility of schedule planning, onsite Q&A.

Design Planning Capability

Expected improvement outcomes, subsequent benefits and scalability.

Design Guidelines for Commercial District

31

Q 商圈組織該如何與設計團隊合作呢？

①

②

釐清需求：使用第一階段的「商

本身特色：列出商圈獨有的特色是

圈現況與需求確認清單」。

什麼？最吸引消費者的是什麼？

③

④

備 妥 商 圈 的 空 間 圖 與 照 片， 連

邀集相關決策者與設計團隊溝通

同 ① ② 提供給設計團隊評估。

討 論， 並 主 動 向 團 隊 提 供 可 以 來 訪 現 勘 的 時 間（ 至 少 半 天 ）。

⑤

溝通期間務必尊重專業，共創價值。

32

商圈設計指引成果專冊

Q

How can commercial district organizations cooperate with design teams?

①

②

Clarify needs: Use the“Evaluation Charts for Current Status and Needs of Commercial District”in Stage 1.

③

Own unique features: List the unique features of the commercial district and which ones are the most attractive to consumers?

④

Prepare spatial diagrams and photographs of the commercial district, and submit with ① And ② to the design team for evaluation.

⑤

Invite related decision-makers to communicate and discuss with the design team, and proactively let the team know the appropriate time for onsite visit (at least half-day).

Respect the professionals during the communication and co-create value.

Design Guidelines for Commercial District

33

3 凝聚共識

—— 改造共識凝聚 ＃地方政府

＃商圈組織

＃商圈店家

＃設計團隊

＃本地居民

＃消費大眾

目標 凝聚不同利害關係人對設計改造的共識。

設計團隊確認後，為了順利協助設計進場並疏通各方利害 關係人的溝通管道，採用多對多工作坊形式，邀集各方共 同 選 出 商 圈 所 要 傳 遞 的 價 值 組 合。 藉 由「 顧 客 旅 程 地 圖 （ CJM ）」作為輔助工具，討論目前面臨的問題與相應的 改變對策，從而凝聚商圈發展目標與方向，協助後續設計 改造與管理維護。

此外，為達成共識，可根據溝通的目的、效用、設計標的與手法靈活選擇不同的溝通模式。在輔導執行 階段，將根據實際情況，彈性運用單一或多元溝通模式，詳見下表。

工具｜溝通模式

溝通模式 形式

目的

效用

使用期間

一對一 ●

對談

一對多 ●

會議

●

說明會

●

工作坊 *

●

協調會

快速了解或釐清單一利

涉 及 2 個 以 上 利 害 關 係 人 時，

多 方 利 害 關 係 人 與 會， 針

害關係人的問題，給予

以此方式進行討論和釐清。完

對 特 定 議 題 進 行 協 調， 或

即時的回應或協助。

整並全面的向所有利害關係人

凝 聚 共 識， 以 及 後 續 成 果

進行專案內容的說明或是宣告。

的推廣與維護。

即時釐清，依照個別利

快 速 聚 焦 多 個 立 場 的 建 議， 並

針對彼此不同的立場與意

害關係人的需求或立場

一 次 向 多 個 利 害 關 係 人 解 說，

見， 在 討 論 與 溝 通 中 建 立

進行溝通和協調。

接 收 各 方 的 意 見 與 相 互 溝 通。

共識。

1 2345

1 23

＊備註：可洽詢設計團隊辦理工作坊。

34

多對多

商圈設計指引成果專冊

1 35

3

Consensus Building —— Forging Consensus on Transformation ＃ Local

＃ Commercial ＃ Shops

＃ Design

＃ Local

Governments

Objective

District Organizations

Gather consensus among different stakeholders on design transformation.

After the design team confirmed the design, in order to smoothly assist the design entry and clear the communication channels among all stakeholders, a many-to-many workshop format was adopted to invite all parties to jointly select the value combination to be conveyed by the commercial district.

Use "Customer Journey Map (CJM)" as an auxiliary tool to discuss the current problems and corresponding change strategies, thereby condensing the development goals and directions of the commercial district in subsequent design, transformation, management and maintenance.

Teams

Residents

＃ Consumers

In addition, in order to reach consensus, different communication modes can be flexibly selected according to the purpose, effectiveness, design goals and techniques of communication. During the coaching implementation stage of this project, single or multiple communication modes will be flexibly used according to the actual situation. See the table below for details.

Tool | Modes of Communication

Modes of Communication

Format

Purpose

Effect

Step

1 v. 1 ●

Dialogue

1 v. Many ●

Meeting

●

Seminar

Many v. Many ● ●

Workshop* Coordination Meeting

Quickly understand or clarify issues raised by a single stakeholder, providing immediate responses or assistance.

When involving two or more stakeholders, use this method to discuss and resolve issues.

Provide comprehensive and detailed explanations or announcements of project content to all stakeholders.

Hold meetings with multiple stakeholders to coordinate on specific issues, build consensus, and promote or maintain subsequent outcomes.

Immediate clarification, communicating and coordinating according to the needs or positions of individual stakeholders.

Quickly focus on suggestions from multiple perspectives and explain them to multiple stakeholders at once, gathering feedback from all parties and facilitating mutual communication.

Establish consensus through discussion and communication, addressing differing positions and opinions.

1 2345

1 23

1 35

＊ Note: May contact design team to organize workshop.

Design Guidelines for Commercial District

35

今年共識工作坊執行發現的商圈價值組合 本年度商圈共識工作坊中，我們引入了共創方、提供方及需求方三方利害關係人的角色，針 對商圈現狀與未來所提供的價值進行選擇。其中，三方在 懷舊情感 與 設計與美學 方面取得 了明確共識；而 創造收入 和 人際連結 兩項價值也特別受到服務提供方與需求方的關注。然 而，由於各方的立場不同，因此所重視的價值也有些許差異。提供方更在意商圈能否持續為 店家創造收入，需求方則更關注商圈是否能促進人際連結的價值。

懷舊情感

設計與美學

創造收入

人際連結

保有在地歷史人

打造城鎮美學新

店家們的生計有

強調在地生活氛

文特色，適應原

品牌，串連周遭設

賴商圈成員們共

圍，促進商圈店

有觀光特性。

施與店家服務。

同經營與發展。

家活動串連。

藉由選擇價值要素，商圈能夠初步定位其核心價值組合，亦能確立未來的發展目標。 依此為發展初衷，討論後續的設計策略、制定具體的改造與維護行動。

36

商圈設計指引成果專冊

Commercial District Value Proposition Discovered in This Year's Consensus Workshop In this year's commercial district consensus workshop, we introduced the roles of three stakeholders: co-creators, providers, and demand-side stakeholders, who collectively selected the values provided by the commercial district both currently and in the future. Among them, there was clear consensus on the values of Nostalgic Sentiments and Design and Aesthetics. Additionally, the values of Profit Generation and Interpersonal Connection were particularly eemphasized by the providers and the demand-side stakeholders. However, due to the differing positions of the stakeholders, there were slight variations in the values they prioritized. Providers were more concerned with whether the commercial district could continuously generate profit for the businesses, while demand-side stakeholders were more focused on whether the district could promote interpersonal connections.

Co-creators

Design Teams Participating in the Transformation

Profit Generation Help to Profit

Existing Values Conveyed

Expected Values

Nostalgic Sentiments

Design and Aesthetics

Rekindling Positive and Wonderful Memories from the Past

Provide Attractive Format or Design

Providers

Interpersonal Connection

Connect with People

Demand-side

Relevant Agencies of the Commercial District

Residents and Consumers Visiting the Commercial District

Nostalgic Sentiments

Design and Aesthetics

Profit Generation

Interpersonal Connection

Preserve local historical and cultural characteristics, adapting to the existing tourism features.

Create a new aesthetic brand for the town, connecting surrounding facilities and store services.

The livelihood of the business owners depends on the joint management and development of the commercial district members.

Emphasize the local living atmosphere and promote the connection of activities among the businesses in the commercial district.

By selecting value elements, the commercial district can initially define its core value proposition and establish future development goals. Based on this foundational direction, subsequent design strategies can be discussed, and specific actions for transformation and maintenance can be formulated.

Design Guidelines for Commercial District

37

4 設計落實

—— 設計改造執行 ＃地方政府

＃商圈組織

＃商圈店家

＃設計團隊 ( 施工 )

＃本地居民

目標 落實設計方案，確保執行過程順利且符合預期。

在改造過程中，利害關係人的合作模式決定了整體流程的順暢度。而 在設計施作前，溝通與確認是至關重要的環節。例如，需確認設計是 否符合相關政府部門的法規要求，以及是否取得涉及私人產權部分的 同意。在此階段，必須確保所有利害關係人都了解施作的工期與項目 內容，才能順利進行合作。如果過程中出現臨時需要討論的事項，則 要建立利害關係團隊的共好心態，快速與設計和施工團隊協調處理， 確保項目順利推進。

建議針對每個商圈的改造項目內容，製作專案管理表，以便掌控進度並提供相關會議依據。管理表應 包含：改造項目、預定與實際的時程、利害關係人（如跨局處的溝通）、溝通時間安排、負責人及備註 等欄目。在改造過程中，若能定期安排進度追蹤會議，並藉由使用改造後的示意圖進行溝通，不僅能 讓利害關係人更加理解改造進度，還能提高他們的參與感。對於改造期間出現的問題，利害關係人也 能更積極主動地協調相關單位，進行必要的後續改善。

38

商圈設計指引成果專冊

4

Design Implementation —— Design Transformation Execution ＃ Local

Objective

Governments

＃ Commercial ＃ Shops

District Organizations

Implementing Design Plans and Ensuring Smooth Implementation Process and Results that Meet Expectations.

I n t h e t r a n sfo r m a t i o n p ro c e s s , t h e c o o p e r a t i o n m o d e l of stakeholders determines the smoothness of the overall process.

Before implementing the design, communication and confirmation are crucial steps. For instance, it is important to ensure that the design complies with relevant government regulations and that consent is obtained for any private property matters involved. At this stage, it is essential to ensure that all stakeholders understand the project timeline and the details of the tasks to facilitate smooth collaboration.

If any issues arise during the process that require urgent discussion, a common good mindset among stakeholders must be established.

Quick coordination with the design and construction teams is necessary to ensure the project proceeds smoothly.

＃ Design

Teams (Construction)

＃ Local

Residents

It is recommended to create a project management chart for commercial district's transformation items to monitor progress and provide a reference for related meetings. The management charts should include columns for: transformation project, planned vs. actual schedule, stakeholders (such as communication across agencies), communication timeline, responsible persons, and notes. During the transformation process, scheduling regular progress meetings and using updated visual aids of the transformed design to facilitate communication not only helps stakeholders better understand the progress but also enhances their sense of involvement. For issues arising during the transformation, stakeholders can proactively coordinate with relevant agencies for necessary follow-up improvements.

Design Guidelines for Commercial District

39

5 推廣維護

—— 成果推廣維護 ＃地方政府

＃商圈組織

＃商圈店家

目標 透過推廣活動與維護管理，確保長期吸引力與美觀。

改造完成後，應協助商圈組織透過社群媒體擴散改造成果，並運用品牌識別來建立商圈的完整形象。 同時，針對公共空間設施的維護，需協助商圈組織與地方政府確立負責維護之單位及具體的執行流程， 以確保能夠長期維持商圈後續環境的整潔。

工具｜推廣與維護行動參考 項目

說明

① 社群推廣

可與行銷公司合作，進行線上線下活動，推廣改造成果，提升商

② 品牌識別規範

與店家宣導商圈品牌識別設計規範，例如色彩與圖示應用。

③ 設施維護管理

確認管理維護單位，制定維護行動方案，並邀店家與居民參與監督。

④ 持續收集回饋

圈吸引力。

持續收集店家、居民與消費者回饋意見，以促進商圈美學持續強 化維護與推廣。 根據商圈發展與市場需求，適時對商圈進行升級，保持其活力與

⑤ 適時升級改造

吸引力。例如順應科技發展導入並應用數位支付工具，提供消費 者不同的支付方式，藉此改善購物效率，提升整體消費體驗。

40

商圈設計指引成果專冊

5

Maintenance and Promotion —— Dissemination and Maintenance of Achievements

＃ Local

Governments

Objective

＃ Commercial ＃ Shops

District Organizations

Ensure Long-term Attractiveness and Aesthetics through Promotion Activities and Maintenance and Management.

After the transformation is complete, it is important to assist the commercial district organization in using social media to spread the results of the transformation and leverage brand identity to build a comprehensive image of the district. At the same time, for the maintenance of public space facilities, the commercial district organization should work with the local government to establish the responsible maintenance agency and define specific execution processes, ensuring the long-term cleanliness and upkeep of the district's environment.

Tool | Modes of Communication Item Social Media

① Promotion

Description Collaborating with a marketing company to conduct both online and offline activities can help promote the results of the transformation and enhance the attractiveness of the commercial district.

② Guidelines

Brand Identity

Promote the commercial district's brand identity design guidelines to the businesses, such as the application of colors and icons.

Facility ③ Maintenance and Management

Confirm the maintenance management unit, develop a maintenance action plan, and invite businesses and residents to participate in the oversight process.

Continued

④ Feedback Collection

Timely Upgrade and

⑤ Transformation

Continuously collect feedback from businesses, residents, and consumers to promote the ongoing enhancement, maintenance, and promotion of the commercial district's aesthetics.

Based on the development of the commercial district and market demand, upgrade the district in a timely manner to maintain its vitality and attractiveness. For example, align with technological advancements by introducing and applying digital payment tools, offering consumers various payment options to improve shopping efficiency and enhance the overall consumer experience.

Design Guidelines for Commercial District

41

EXAMPLES OF COMMERCIAL DISTRICT TRANSFORMATION 商 圈 改 造 實 例

O2

42

商圈設計指引成果專冊

了 解 商 圈 美 學 設 計 的 導 入 流 程 後， 接 下 來 將 說 明本年度的四個商圈 —— ❶ 彰化小西商圈 ❷ 台南孔廟商圈 ❸ 台南國華友愛商圈 ❹ 高雄哈 瑪星商圈 的實際改造案例。這些案例將從品牌 形 象、 服 務 體 驗、 公 共 場 域 等 多 個 面 向， 列 出 具 體 可 執 行 的 設 計 項 目， 並 解 析 設 計 改 造 的 細 節與注意事項。

After understanding the process of the Aesthetic & Design-Driven Commercial District project, the following will describe the actual transformation cases of four commercial districts this year —— ❶ Changhua Siaosi Business District, ❷ Tainan Confucius Temple Commercial District, ❸ Tainan Guohua Youai Business District, and ❹ Kaohsiung Hamasen Shopping District. These cases will cover multiple aspects such as brand image, service experience, and public spaces, listing specific executable design projects, as well as analyzing the details and key considerations of the design transformation.

Design Guidelines for Commercial District

43

商圈設計改造形態盤點 商圈品牌代表商圈的整體形象和價值內涵。透過梳理商圈的歷史脈絡、在地文化及產業特色等關鍵要素， 制定完整的品牌策略和識別系統（包含輔助圖形、色彩和字體）後，導入商圈內的街道家具與公共設施 物中，可以建立商圈的辨識度，提升其知名度和吸引力。

① 入口意象 能被民眾有效認知的入口意象能夠 幫 助 民 眾 識 別 出 商 圈 的 範 圍， 但 商 圈 為 公 共 場 域， 對 居 民 及 消 費 者 而 言 ， 入 口 意 象 應 融 合 於 環 境 中， 經 由 整 體 景 觀 設 計， 融 合 成 為 體 驗 的 一 部 分。 在 形 式 上 應 避 免 牌 樓 或 門 匾 等「 僅 具 指 向 性 卻 毫 無 美 感 體 驗 」 的 空 洞 設 施。 而 能 導 入 跨 領 域 設 計 專 業， 高 度 融 合 商 圈 歷 史 文 化 特 色 ， 成 為 具 代 表 性 的 打 卡 景 點， 對 於 擴 大 商 圈 知名度很有幫助。

② 指標系統 易 讀 清 楚 的 指 引 系 統， 如 導 覽 地 圖、 景 點 指 引 、 歷 史 介 紹 牌 等， 能 夠 提 供 民 眾 對 商 圈 環 境 的 安 心 感， 並 信 賴 商 圈 的 服 務 體 驗。 同 時， 能 夠 引 導 民 眾 抵 達 定 點， 讓 體 驗 區 域 更 有 系 統 性 與 深度。

②

③ 店家招牌 店家招牌具有深刻的品牌故事與價 值， 是 店 家 與 民 眾 之 間 重 要 的 橋 樑 ，隨 著 時 間 的推移，故事更深刻、 形 象 更 清 晰。 藉 由 店 家 招 牌 的 重 新 擦 亮 ， 能 讓 民 眾 耳 目 一 新， 激 起 新 的感動。

④ 街道家具

①

街道家具是商圈中各點服務場域的 串 連 關 鍵， 因 應 家 具 的 擺 放， 需 啟 動 環 境 減 法 工 作， 讓 老 廢 空 間 得 以 活 化。 此 外， 更 融 入 商 圈 的 品 牌 形 象， 營 造 出 商 圈 街 區 的 整 體 氛 圍， 使 民 眾 的 體 驗 更 加 完 整， 也 提 高 了 民眾對商圈的記憶。

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商圈設計指引成果專冊

Types of Commercial District Design Transformation The brand of a commercial district represents its overall image and value proposition. By examining key elements such as the district's historical context, local culture, and industry characteristics, a comprehensive brand strategy and identity system (including supporting graphics, colors, and fonts) can be developed. Once implemented through street furniture and public facilities within the district, this strategy can establish the district's distinct identity, enhancing its recognition, visibility, and appeal.

① Entrance Image

③

An entrance image that can be effectively recognized helps the public identify the boundaries of the commercial district.

However, since the district is a public space, the entrance image should be integrated into the environment. Through ove ra l l l a n d s c a p e d e s i g n , i t s h o u l d become part of the experience. In terms of its form, it is important to avoid superficial and hollow structures like archways or signs that are merely directional but lack aesthetic appeal. Instead, by incorporating interdisciplinary design expertise and deeply integrating the district's historical and cultural characteristics, the entrance can become an iconic check-in attraction, which is highly beneficial for increasing the district's visibility.

② Signage System

④

An easy-to-read and clear wayfinding system, such as guide maps, attraction directories, and historical information boards, can provide the public with a sense of security about the commercial district environment and enhance trust in the district's service experience. At the same time, it helps guide visitors to specific destinations, offer systematic and in-depth experience of the area.

③ Shop Signs Shop signs, with their profound brand stories and values, serve as an important bridge between the businesses and the public.

Over time, these stories become richer, and the image becomes clearer. Enhancing the shop signs can captivate the public, renewing their perception and evoking a fresh sense of connection and emotion. 彰化縣

④ Street Furniture

❶ 小西商圈 台南市

❷ 孔廟商圈 ❸ 國華友愛商圈 高雄市

❹ 哈瑪星商圈 圖、今年度輔導商圈位置 Figure: Locations of This Year ’s Commercial Districts

Design Guidelines for Commercial District

Street furniture serves as a key connector for the service areas within a commercial district. A subtraction approach should be adopted for the environment in response to the placement of furniture, revitalizing old and unused spaces. Moreover, it should integrate the district's brand image, creating an overall atmosphere for the street that makes the public ’s experience more complete, while also strengthening the public's memory of the commercial district.

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1

彰化小西商圈

Changhua Siaosi Business District

彰 化 小 西 商 圈 位 於 彰 化 市， 小 西 街 在 清 朝 時 期 曾 是 連 接 舊 城 西 門 與 北 門 的 捷 徑。 隨 著 彰 化 車 站 的 興 建， 鐵 路 運 輸 便 利， 使 這 裡 成 為 當 時 的 商業中心，成衣、布料、旅社與酒樓在此聚集， 形 成 繁 華 的 市 集。 隨 著 時 代 變 遷， 這 些 產 業 逐 漸式微，但依然保留著小西街獨特的魅力。 如 今， 在 小 巷 中 仍 能 看 見 傳 承 數 十 年 的 小 吃 攤 與 傳 統 建 築（ 如 高 賓 閣、 紅 葉 大 旅 社 ）， 再 加 上 青 創 商 店 的 進 駐， 為 小 西 注 入 了 全 新 活 力。 過 去 以 布 業 聞 名 的 小 西， 現 正 逐 步 轉 型 為 懷 舊 與年輕風格並存的慢遊之地。

The Changhua Siaosi Business District is located in Changhua City. Siaosi Street, during the Qing Dynasty, was a shortcut connecting the old city's West Gate and North Gate. With the construction of the Changhua Railway Station, the convenience of rail transport made this area a commercial hub at the time, where ready-made clothing, fabrics, inns, and restaurants gathered to form a bustling market.

Over time, these industries gradually declined, but Siaosi Street still retains its unique charm.

Today, the alleyways still feature decades-old food stalls and traditional buildings ( such as the Gaobin Pavilion and Hongye Grand Hotel ). With the addition of creative startups, Siaosi has been infused with new vitality. Once known for its textile industry, Siaosi is now gradually transforming into a place where nostalgia and youthful styles coexist, becoming a slow-paced destination for visitors.

圖、小西巷（永興街） Figure: Siaosi Alley (Yongxing Street)

46

商圈設計指引成果專冊

問題發現 Problem Found ●

儘管地理位置交通便利，該商圈的知名

●

度卻較低，且原 小西半線 或 錢鼠 品牌 意象僅侷限於巷弄地面妝點。

●

小西商圈擁有深厚的文化歷史，但如今 的產業已不如往昔，商圈的空間硬體設

●

施未經完善規劃，街區的獨特性和整體 特色尚待提升。

Despite its convenient geographical location and transportation access, the Siaosi Business District is not very wellknown, and the Siaosi Bansian or "house shrew" brand imageries were originally used only as ground decorations in the alleys.

The Siaosi Business District has a rich cultural history, but its industries are not as thriving as in the past. The district's physical facilities have not been wellplanned or improved, and the unique character and overall appeal of the area still need enhancement.

痛點解決 Pain Point Solution ●

透過商圈識別與設計規範，重塑小西商

●

圈的視覺形象與知名度，強化其與彰化 市的連結與記憶點。

●

設計導入公共空間，透過整理和美化街 區及巷弄，搭配具文化意象的有形標線 指引，將小西的歷史脈絡與現代生活相 互串聯，將點連成面，創造出連續且多 元的商圈消費體驗。

●

Through commercial district identification and design guidelines, the visual image and visibility of the Siaosi District can be reshaped, strengthening its connection with Changhua City and creating memorable features.

Introduce design into the public space.

Through cleaning and beautifying the streets and alleys, and incorporating tangible wayfinding elements with cultural imagery, Siaosi ’s historical context and modern life are linked, connecting scattered points into a plane, and creating a continuous and diverse consumer experience throughout the district.

Design Guidelines for Commercial District

47

設計執行重點 Design Execution Focus

建立商圈專屬識別形象， 打造與消費者有效溝通的管道。

Establishing a unique identity for the commercial district creates an effective communication channel with consumers.

以地方文化脈絡為基礎，將 小西 與彰化古地

Based on the local cultural context, the new brand "Siaosi Bansian" (combining Siaosi with "Bansian," the ancient name of Changhua) is created to express that Siaosi is not just a c o m m e rc i a l d i st r i ct b u t a l s o h a s c h a r m i n g features in the alleys and neighborhoods, full of warm hospitality and rich food culture. The new logo design is inspired by the historical textile industry of Siaosi, using "threads" to outline the image of the "house shrew" (money rat).

名 半線（伴線、拌線） 諧音結合，打造新的 小 西伴線 品牌，表達小西不僅是商圈，更具巷弄 鄰里特色，充滿濃厚的人情味與美食文化。新 品牌的 LOGO 設計靈感來自小西布業的歷史文 化，以 線 繪製出 錢鼠 的形象。

透過增加指標與地圖， 創造探索巷弄間驚喜的機會。

Creating opportunities for discovering surprises in the alleyways through addition of signs and maps.

延續品牌識別的概念，透過簡單的 線 來勾勒

Continuing the concept of brand identity, simple lines are used to outline ground markings that guide consumers to explore the alleys of Siaosi and its landmarks. These lines extend from the ground, transforming into maps, benches, and other street furniture, providing information and resting spots for both tourists and local residents.

As the house shrew weaves through the space, a continuous path is formed, linking tangible street elements. This enhances the practicality of the guide system and adds an element of fun and experience to exploring the alleys.

地 面 標 線， 引 導 消 費 者 探 索 小 西 巷 弄 與 各 地 標。這條 線 從地面延伸而起，轉化為地圖、 座椅等實體街道家具，為遊客與當地居民提供 資訊及休憩交流的功能。藉由 錢鼠 在空間中 的穿梭，形成一條穿針引 線 的連續路徑，串 連起 有形 的街區元素，提升指引的實用性， 並增添探索巷弄的趣味與體驗感。

設計團隊 嶼人設計工作室 / 翔漾有限公司 / Studio Yu 共同提案分享｜ 永續材料與技術選用 在串連整體空間的材料選擇上，設計團隊選用了多項環保材料：

48

①

②

③

地面標線使用冷塑型止滑塗

座椅線條延伸至天際線的

重新塑造小西伴線氛圍的同

料， 該 塗 料 不 含 溶 劑， 施 工

燈 具， 選 用 太 陽 能 照 明，

時，設計團隊也積極探索新

時不產生額外碳排放，且具高

有 助 於 降 低 碳 排， 對 環 境

技術，致力於實現環境友善。

抗滑、耐磨及抗紫外線特性。

友善，促進環境永續。

商圈設計指引成果專冊

上：彰化火車站前三角公園 ｜ 改造前後 下：小西藝術巷弄 ｜ 改造前後 Top: Triangle Park in front of Changhua Train Station | Before & After Bottom: Siaosi Art Alley | Before & After

Design Team —— Jointly Proposed by Hidden Domain Studio, Hsiangyang Co., ltd. and Studio Yu. | Using Sustainable Materials and Techniques For material selection that connects the overall space, the team chose several eco-friendly materials:

①

②

③

The ground markings use coldplastic slip-resistant paint, which is solvent-free. This type of paint does not produce additional carbon emissions during construction.

It also offers high resistance to slipping, wear, and UV rays, making it durable and environmentally friendly.

The seat lines extend to the horizon, incorporating lighting fixtures that use solar-powered illumination.

This choice helps reduce carbon emissions, making it environmentally friendly and promoting sustainability.

While re-shaping the atmosphere of Siaosi Bansian, the design team is also actively exploring new technologies, striving to achieve environmental friendliness and sustainability.

Design Guidelines for Commercial District

49

上：高賓閣旁空地 ｜ 改造前後 下：長安街及陳陵路口 ｜ 改造前後 Top: Open Space by the Gaobin Pavilion | Before & After Bottom: Changan St. and Chenling Rd. Intersection | Before & After

商圈品牌識別 Commercial District Brand Identity 利用錢鼠及布業文化線條的連續性，巧妙串聯 小西巷各文化特色元素作為品牌識別的核心。 Ingeniously connecting the various unique cultural elements of Siaosi Alley by utilizing the continuity of the line outlining house shrew and the textile culture to form the core of the brand identification.

Specialty Stores

50

Important Landscapes

Culture and History

商圈設計指引成果專冊

Everyday Life

商圈小故事｜店家改造｜打造商圈新氣象 彰化小西商圈的輔導店家新到舊橫跨超過 80 年份的商家，在設計策略上，在地傳統老字號小 吃透過形象再造展現新風貌形象，新興店家則透過風格的強化去凸顯其特色，在新舊共融中， 打造具有獨特地方文化的消費體驗。

店內風格設計 透過精選的室內家具及陳設強化視覺形象，藉由統一 家具系統，改善原本室內擁擠雜亂的情況，提升消費 者的用餐體驗。

桔萬咖啡

戶外視覺形象及室內空間設計 透過形象識別強化，改善原本鄰街卻不顯著的對外形 象。在室內設計方面，透過視覺阻隔打造「前店、後 廠」，並改善商品陳設空間。

自然捲手感烘焙所

店家視覺形象設計 重新打造經營一甲子的老店品牌，展現全新的視覺形 象，改善因西曬帆布遮擋而不夠明顯的門面識別，讓 來往的過客與老客戶皆能感受到煥然一新的視覺體驗。

彰化阿樹擔仔麵

攤車形象升級改造 保留原有的復古攤車意象，同時融入年輕化的視覺設 計，讓街口轉角的小吃美食更易於吸引路過者的目光。

堂記古早味傳統美食：糯米炸

招牌及識別形象資訊設計 重新梳理品牌形象，透過直式招牌與帆布等對外設計， 統一整合原本分離兩側的店面視覺。後續運用減法策 略，精簡菜單與牆面資訊，使整體空間更加整齊有序。

阿璋肉圓

Design Guidelines for Commercial District

51

Commercial District Stories | Shop Renovations | Creating a New Atmosphere for the Commercial District The shops in the Changhua Siaosi Business District joining the guidance program ranged from new establishments to businesses founded over 80 years ago. The design strategy involved rebranding traditional, long-established local eateries to showcase a fresh image, and enhancing new shops ’ unique features through style refinement, creating shopping experiences with unique local culture through blending the new and the old.

Interior Design Selecting furniture and décor to enhance the visual identity and through a standardized furniture system, the previously cramped and cluttered interiors have been improved, elevating the dining experience for customers.

Coffee Drinkone

Outdoor Visual Identity and Interior Design Through brand identity reinforcement, the exterior, once barely noticeable on the street, is now more prominent. Inside, visual barriers are used to separate the“front”and“back,”and the product display space has been improved.

Natural Roll Handmade Egg Rolls

Store Visual Image Design The 60-year-old iconic store is rebranded to showcase a new visual image. The storefront, which was once obscured by a sunshade, has been given a makeover to offer a refreshing experience for both new and returning customers.

Ashu Danzi Noodles

Upgraded Stall Image The retro stall image is preserved while incorporating a youthful visual design, making the food stand on the street corner more eye-catching and attractive to passersby.

Tang Taiwanese Churros

Signage and Identity Information Design The brand image is restructured with a new vertical sign and canvas, integrating the two previously separate sides of the storefront visually. The use of a minimalistic strategy simplifies the menu and wall information, making the overall space neater and more orderly.

Changhua Ah Zhang Meatball

52

商圈設計指引成果專冊

2

台南孔廟商圈

Tainan Confucius Temple Commercial District

孔 廟 商 圈 位 於 台 南 市 中 西 區， 是 歷 史 文 化 最 為 豐富的商圈之一。以台灣最古老的孔廟為中 心， 泮宮石坊 為入口，涵蓋了府中街、府前路 等 區 域， 保 留 著 多 處 歷 史 遺 跡 與 文 化 景 點， 吸 引 遊 客 前 來 探 訪。 商 圈 內 聚 集 了 許 多 老 字 號 商 家 與 特 色 民 宿， 提 供 工 藝 品、 小 吃 及 咖 啡 館 等 豐 富 的 體 驗， 讓 人 可 以 感 受 傳 統 手 工 技 藝， 並 品 嚐 鮮 果 冰、 黑 輪 等 當 地 特 色 小 吃， 還 可 探 訪 莉 莉 水 果 店、 福 記 肉 圓 等 知 名 店 家。 此 商 圈 定 期 舉 辦 祭 孔 大 典、 做 十 六 歲、 廟 會 等 活 動， 且 鄰 近 台 南 市 美 術 館 等 藝 文 熱 點， 是 深 入 了 解 台 灣歷史及台南生活文化的理想地點。

Tainan Confucius Temple Commercial District is located in the West Central District of Tainan City, and it is one of the most historically and culturally rich commercial districts. Centered around Taiwan ’s oldest Confucius Temple, with the Pangong Stone Archway serving as the main entrance, the district includes areas such as Fuzhong Street and Fuqian Road. It is home to several historical sites and cultural landmarks, making it a popular destination for tourists. The commercial district is filled with long-standing shops and distinctive hostels, offering a wide variety of experiences, including crafts, snacks, and cafes. Visitors can appreciate traditional craftsmanship, sample local specialties like fresh fruit ice and Taiwanese oden, and visit wellknown stores such as Lili Fruit Shop and Fook Ji Meatballs. The district regularly hosts events like the Confucius Ceremony, the Sixteen-Year-Old Ceremony, and temple fairs. Additionally, it is close to cultural attractions like the Tainan Art Museum, making it an ideal place to delve into Taiwan ’s history and Tainan’s vibrant cultural life.

圖、孔廟商圈 Figure: Tainan Confucius Temple Commercial District

Design Guidelines for Commercial District

53

問題發現 Problem found ●

雖然商圈緊鄰著名古蹟 台南孔廟，但商

●

圈形象識別與產品缺乏與文化的深度連 結，導致消費者在參觀古蹟後再前往商 圈，容易感受到體驗上的落差。

●

商圈街道雖然具備一定的硬體基礎，但

●

因後續缺乏整體規劃，市容略顯雜亂， 容易讓民眾感覺視覺散亂。

A l t h o u g h Ta i n a n C o nf u c i u s Te m p l e Commercial District is located next to the famous historical site, its image and products lack in-depth connection with the cultural heritage. This results in a noticeable experience gap for consumers who visit the temple and then proceed to the commercial district.

W h i l e t h e d i st r i ct 's st re ets h ave a certain level of infrastructure, the lack of subsequent overall planning has led to a somewhat cluttered appearance, which can create a disorganized visual experience for visitors.

痛點解決 Pain point solution ●

強化文化品牌識別，以在地文化建立形

●

象識別及應用規範。 ●

將文化街區進行整合規劃，例如街道色 彩與標誌設計規範、府中街主道路整理 妝點、設計導入標識與公共空間示範。

●

Strengthen cultural brand identity by establishing image recognition and application standards based on local culture.

Conduct integrated planning of the cultural district, such as setting color schemes and signage design standards for the streets, beautifying the main road of Fuzhong Street, and introducing design to signage and demonstrative public spaces.

設計團隊 木長木室內裝修有限公司分享｜與在地文化兼容並蓄 孔廟商圈的文化共生早已自然形成，設計團隊僅以兼容並蓄的方式重新融入商圈品牌特質。 將商圈定位為孔廟儒學文化的現代轉譯者──六藝商圈。透過全新手法，將儒學中的六藝融 入孔廟商圈各式手工商品與服務設施中，形成現代版的 六藝學堂。透過學習翻轉，發揚孔子 儒學思想，並促成地方品牌跨域聯名，強化商圈與在地觀光景點及商家的合作關係，形成地 方經濟的共融共好。

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商圈設計指引成果專冊

商圈品牌識別 Commercial District Brand Identification 識別取孔廟商圈入口 泮宮石坊 為主意象，泮宮石坊昔日為分隔 官學內外之門，而今學府 外 已翻轉成學府 內，期許孔廟商圈提 供儒家六藝的多元體驗，成為串連教育、文化、經濟活動之場所。 Tainan Confucius Temple Commercial District adopts the image of the Pangong Stone Archway for its identity. Historically, the Pangong Stone Archway was the gate that separated the inner and outer areas of the government school. Today, this boundary has been reversed, transforming it into a symbol of the inner academy. The commercial district aims to offer diverse experiences based on the Confucian Six Arts, becoming a space that connects education, culture, and economic activities.

Design Team —— MCMarchi | Embrace and Thrive with Local Culture The cultural symbiosis of Tainan Confucius Temple Commercial District has long emerged naturally.

The design team has simply reintegrated the unique brand qualities of the commercial district in an inclusive and harmonious manner. The commercial district is positioned as the modern interpreter of Confucian culture, named the "Six Arts District." Through innovative approaches, the six arts of Confucianism are integrated into the various handcrafted goods and service facilities within the commercial district, creating a modern version of the "Six Arts Academy." Through a process of learning and transformation, the Confucian philosophy is promoted, and cross-disciplinary collaborations with local brands are fostered, strengthening the relationship between the commercial district, local tourist attractions, and shops, and resulting in co-prosperity of local economy.

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設計執行重點 Design Execution Focus 萃取歷史建築元素， 塑造地方文化形象識別。

Extracting historical architectural elements to shape the local cultural identity.

泮宮石坊 作為孔廟最外圍的出入口，是全台唯

The Pangong Stone Archway, located at the outermost entrance of the Confucius Temple, is the only stone archway in Taiwan still fully preserved, serving as a key landmark for the commercial district. The design merges the image of the stone archway with the Dacheng Gate of the Confucius Temple to create the logo of the commercial district, symbolizing the revival of the old commercial district in a fresh yet elegant manner. The identity design can be applied to commercial facilities within the district (such as patio umbrellas) or future collaborations with the Confucius Temple’s merchandise and activities, further enhancing the brand value and sense of belonging between the commercial district and the Confucius Temple.

一設立的石坊，現今仍完整保留，成為孔廟商圈 的重要出入地標。將石坊的形象與孔廟大成坊結 合，設計成商圈識別商標，象徵老商圈以清新且 古雅的姿態重現於世人眼前。該識別設計規範可 應用於商圈內的營業設施（如營業傘），或未來 與孔廟周邊商品和活動的聯名合作，進一步強化 商圈與孔廟之間的品牌價值與歸屬感。

透過簡化設計調節視覺雜訊， 再以品牌識別促進空間一致性。

Simplifying the design to mitigate visual noise, and enhance spatial unity through brand identity.

孔廟商圈內住商混合，因此需首先清理影響出

I n Ta i n a n C o n f u c i u s Te m p l e C o m m e r c i a l D i st r i ct , w h ere resid ential an d c ommercial spaces are mixed, the first step is to clear out debris affecting entrances and streets (such as private plants and damaged equipment). Then, a color design specification for the streets is introduced to ensure visual consistency between businesses and public spaces. I n t e r m s of spatial design, elements from Confucianism's Six Arts — rites (Li), music (Yue), archery (She), d r i v i n g a n d r i d i n g ( Yu), l i te rat u re (S h u) a n d arithmetic (Shu) — are integrated into street furniture and rest a re a s . C a ref u l l y s e l e cte d materials and lighting design create a c l a s s i c a l a t m o s p h e re , m a k i n g t h e st re et s clean and elegant, transforming them into a place that combines education and leisure.

入口與街道的雜物（如私人植栽和破損設備）， 接著導入街道色彩設計規範，以確保商家與公 共空間的視覺效果統一。空間設計方面，將儒 家六藝（禮、樂、射、御、書、數）的元素融 入街道家具與休憩空間，透過精心挑選的材料 與燈光設計，營造古典氛圍，使街道整潔、儒 雅，成為寓教於樂的休憩場所。

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上：府中街全街頂棚 ｜ 改造前後 中：府中街西入口告示及休憩 ｜ 改造前後 下：府中街佈告休憩區 ｜ 改造前後 Top: Canopy over Fuzhong Street | Before & After Middle: Fuzhong Street West Entrance Sign and Rest Area | Before & After Bottom: Fuzhong Street Bulletin and Rest Area | Before & After

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商圈小故事｜商品開發｜促進文化與商業之交集，帶動商圈商機 孔廟商圈內匯集許多老字號店家、個人工作室，以及深耕台灣在地的企業，但多數產品未能 充分融入當地文化精神，難以展現地區特色及其獨特性。為此，孔廟商圈與財團法人台南市 孔廟文化基金會合作，集結商圈內的店家與工藝師，在產品開發中融入孔廟建築、故事和許 願習俗，重新定位客群（如觀光客或來訪的莘莘學子）並進行企劃與包裝，這次合作推出的 孔廟限定商品，不僅為懷舊品牌注入新活力，也增添了文化氛圍。讓消費者能夠以趣味方式 體驗孔廟歷史，沉浸於更具記憶點的文化購物體驗。

編織筆筒 —— 織門首學 筆筒與全台首學相呼應，織出一幅文化長卷， 承載著歷史與未來。

陶藝籤詩器皿 —— 福器 福器代表著平安與祝福，搭配孔子人生哲理籤 詩獻上祝福，願大家平「瓶」安安。

手工皂 —— 入德福皂 以孔廟「入德之門」門印為雛型，具保佑辟邪 功能，透過皂來守護肌膚與健康。

種子創作 —— 書帶木祈願吊飾 書帶木又稱「書袋木」，結合士子守護神魁星， 以吊飾承載對學業的美好祝願。

書畫扇 —— 論語文墨紙扇 結合《論語》智慧與在地工藝，在扇動之間， 體會儒學深遠意義與雅致風範。

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Commercial District Stories | Merchandise Development | Promoting the Intersection of Culture and Commerce to Drive Business Opportunities for the Commercial District Tainan Confucius Temple Commercial District is home to numerous long-established stores, personal studios, and Taiwanese businesses dedicated to the local market. However, many of these products have not fully integrated the spirit of the local culture, making it difficult to showcase the area’s distinctiveness and uniqueness. To address this, Tainan Confucius Temple Commercial District collaborated with the Tainan City Confucius Temple Cultural Foundation, bringing together businesses and craftsmen within the district to incorporate elements of the Confucius Temple’s architecture, history, and traditional wish-making customs into products, gift boxes, and shopping bags, redefine the target audience (such as tourists or visiting students), and improve product packaging and marketing. The limited edition merchandise of the Confucius Temple launched through this collaboration not only revitalized nostalgic brands but also added to the cultural atmosphere of the district. Consumers are now able to experience the history of the Confucius Temple in an engaging way, creating a more immersive shopping experience with memorable cultural connections.

Woven Pen Holder — Woven Gateway of Learning The pen holder echoes Taiwan's first school, weaving a cultural tapestry that carries both history and the future.

Ceramic Fortune Poem Vessel — Fortune Vessel Symbolizing peace and blessings, the "Fortune Vessel" features fortune-telling poetry based on Confucius' life philosophy to offer blessings, wishing everyone peace and tranquility.

Handmade Soap — Entering Virtue Lucky Soap Modeled after the "Entering Virtue Gate" emblem of the Confucius Temple, this soap not only purifies but also symbolizes protection, guarding one's skin and health with its auspicious design.

Seed Craft — Autograph Tree Wish Pendant Also known as "book-bag wood," this autograph tree craft combines the guardian deity of scholars, the "Kuixing," carrying heartfelt wishes for academic success in the pendant.

Calligraphy Fan — Analects Calligraphy Fan A fusion of the wisdom of the "Analects" and local craftsmanship, this fan invites the user to appreciate the profound meaning and elegant spirit of Confucianism with every gentle motion.

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商圈小故事｜店家改造｜營造主題式特色消費街區 從空間、招牌、品牌、產品包裝等面向著手，替孔廟商圈內的各個店家進行輔導設計，將孔 廟文化元素應用於公共空間計畫的街道色彩之中，並在店家的空間規劃和產品開發中融入孔 廟相關的視覺，從而打造以孔廟為主題的特色消費體驗。

地區限定店 巧克力與咖啡專門店，聚焦於營造地區限定店之特殊性，藉 由調整展示空間與動線，強化巧克力專門店的意象，創造小 憩與選購都合宜的商圈起點店。禮盒和提袋加入「孔廟大成 殿、商圈泮宮石坊」元素，並運用大成殿屋頂垂脊上的「鴟 鴞」製成故事餅乾，象徵孔子「有教無類」的精神和力量。 阿信巧克力農場

特色店家 府中街入口特色店，先透過減法設計將環境清整，接 著納入「茄芷袋」的三色元素，完美融合傳統與街道 美學，達到和諧的視覺效果。 石獅下鮮果冰城

巷弄店家 透過重整天花板與壁面，增設陶藝展示與商品陳設之 機能，並改善室內動線及立面，能更有效吸引顧客進 店消費與體驗課程。 府城陶坊

巷弄口開放式空間 使開放式空間更具開闊感，透過植栽的美化，增進社 區交流與駐足，使商圈社區共融發展。

木植部

商圈入口店家 透過頂棚軟裝色系統一配搭街道色彩，並利用木材整合 柱體與餐車，及植栽換盆放置，提升總體美學與協調性。

台灣黑輪店

特色店家品牌重塑 台灣特色鮮果冰店透過重新塑造識別系統，在保留既有 識別元素的同時配搭通用字體，延伸設計輔助圖形並制 定品牌色彩，不僅讓商家的品牌形象更加系統化，也在 空間設計上配合既有識別進行更新施作。 莉莉水果店

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Commercial District Stories | Shop Renovations | Creating a Commercial District with Thematic Features By focusing on aspects such as space, signage, branding, and product packaging, we provide design guidance for each store in Tainan Confucius Temple Commercial District. Cultural elements of the Confucius Temple are incorporated into the public space planning, including street colors, and these elements are also integrated into the spatial planning and product development of the stores, creating a distinctive Confucius Temple-themed shopping experience.

Site-Specific Store

A-Shin Choco Farm Tainan Store

A chocolate and coffee specialty store with a focus on creating the uniqueness of a site-specific store. By adjusting the display space and traffic flow, the image of the chocolate specialty store is strengthened, creating a suitable starting point for both relaxation and shopping in the commercial district. Gift boxes and bags incorporate elements of the“Confucius Temple Dacheng Hall" and "Commercial District Pangong Stone Archway,” and cookies shaped like the "owl" on the ridge of the Dacheng Hall roof represent Confucius’s spirit and strength of "teaching without distinction."

Featured Store The feature store at the entrance of Fuzhong Street. Design by subtraction is first adopted to clean the environment, then the three colors of the traditional nylon bag, “Qie Zhi Bag,” is incorporated to perfectly blend traditional and street aesthetics, achieving a harmonious visual effect.

Shishi Xia Ice & Fruit

Stores in the Alleys Through renovation of the ceiling and walls, functions of pottery display and product placement have been added; the interior traffic flow and façade have both been improved to more effectively attract customers to enter the shop and participate in DIY experience.

Tainan Pottery Studio

Open Spaces at Alley Entrances The open space is made more spacious. The space is beautified with greenery to not only facilitate community exchange, but also keep people staying longer, facilitating co-prosperity and development of the commercial district and surrounding community.

Plant Lounge

Commercial District Entrance Shop The soft roofing decoration and color system are coordinated with the street's colors, and the use of wood integrates columns and food carts; plants are also repotted and placed, enhancing overall aesthetics and harmony.

Taiwanese Oden

Rebranding Feature Shop

Lily Fruit

Through reshaping its brand identity, the fresh fruit ice store not only keeps existing identity elements, but also makes use of the universal font, extending design supporting graphics, and establishing brand colors. This not only makes the store’s brand image more systematic but also updates the spatial design to match the existing identity.

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3

台南國華友愛商圈

Tainan Guohua Youai Business District

國 華 友 愛 商 圈 位 於 台 南 中 西 區， 昔 日 稱 為 十 字 町， 曾 是 台 南 著 名 的 舶 來 品 街， 吸 引 了 各 種 國 際 流 行 產 業， 亦 匯 集 許 多 府 城 傳 統 美 食， 國 內 外 媒 體 更 認 定 其 為 台 南 必 遊 的 美 食 景 點。 國 華 一 帶 街 區 展 現 了 府 城 新、 舊 時 代 的 交 融， 對 年 輕 人 來 說， 擁 有 許 多 百 年 老 店 和 吸 引 年 輕 族 群 的 商 家； 而 對 耆 老 而 言， 這 裡 則 是 尋 找 府 城 回 憶的最佳場所。商圈內的 護境松王 百年夫妻樹 為 當 地 的 重 要 信 仰 象 徵， 吸 引 居 民 與 信 徒 前 來 參拜，增添了商圈的文化深度與情感連結。

The Tainan Guohua Youai Business District, located in Tainan's West Central District, was historically known as the “ Cross Machi, ” and was once a renowned hub for imported goods in Tainan.

It attracted various international trendsetting industries while also becoming home to many traditional delicacies of Tainan. Recognized by both domestic and international media as a mustvisit culinary destination in Tainan, the Guohua area showcases the fusion of old and new eras of Tainan. For younger generations, the district offers a mix of century-old stores and trendy shops catering to their tastes, while for elders, it serves as the perfect place to revisit memories of Tainan.

Within the commercial district, the century-old tree known as the “ Couple Tree ” stands as a significant cultural and spiritual symbol, attracting l o c a l re s i d e n t s a n d b e l i eve r s t o c o m e fo r worshipping. These trees enhance the district ’s cultural depth and emotional connections.

圖、永樂市場 Figure: Yungle Market

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問題發現 Problem Found ●

街區橫跨不同商業區塊，各自發展但缺

●

乏整體意象規劃。 ●

設施新舊疊加，缺乏統一規劃設計及環

●

境管理。

The district spans across various commercial zones that have developed independently, lacking overall image planning.

New facilities have been added to the old ones, which lack unified planning, design, and environmental management.

痛點解決 Pain Point Solution ●

依屬性梳理並重新設計改造街區，為其

●

建立色彩計畫及識別，整合至入口意象 與公共場域。 ●

採用空間減法設計，改善動線引導，並 制定設計運用規範，供組織未來維運管 理使用。

●

Categorize and redesign the district based on its attributes, establishing a color scheme and identity to be integrated with entrance image and public spaces.

Apply design by subtraction to improve traffic guidance, and formulate design utilization guidelines for future maintenance and management by the organization.

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商圈品牌識別 Commercial District Brand Identity 滿足吃喝，盡在永樂。 台南永樂市場的招牌改造以 活潑熱鬧 為核心，選用鮮明的 品牌識別，打造出生氣蓬勃且充滿活力的視覺形象。讓人一 眼就能感受到熱鬧的市場氛圍和豐富的飲食文化。

Satisfying All Your Cravings at Yongle.

The Tainan Yongle Market's signage redesign centers on“bustle and hustle, ” using a bold and distinctive brand identity to create a lively and energetic visual image. It instantly conveys the bustling market atmosphere and its rich culinary culture.

潮流都會交融歷史人文。 西門淺草商場以 時尚氛圍 為設計重點，採用線條流暢且外 型簡潔的字體，除了保有視覺清晰度，更能凸顯商場的現代 感和文創特色，期能吸引年輕族群和文化愛好者的關注。

Where Urban Trends Meet History and Culture.

The design of the Asakusa Shopping Center’s brand identity focuses on “ trendy vibe, ”featuring a fluid and clean font. In addition to ensuring visual clarity, this design further accentuates the shopping center’s modernity and unique creative and cultural features, aiming to attract young crowds and culture enthusiasts.

見證百年松樹愛情，在友愛遇見有愛的祝福。 松樹代表長壽與永恆，與愛情意象結合，即象徵夫妻間的長 久愛情和堅韌聯結。

W i t n e s s t h e C e nt u r y- l o n g Love of P i n e Tre e s , Encounter Blessed Romance at Youai Pine tree represents longevity and eternity, which is combined with an imagery of love to symbolize enduring affection and steadfast bonds between couples.

設計團隊 映品形象設計有限公司分享｜與利害關係人溝通「設計」的挑戰 執行設計時，最大的挑戰在於 拿捏美學特色與商業需求之間的平衡。以永樂市場的招牌設計 為例，各商家對顏色、樣式或字體設計是否有固定偏好？視覺本身是否考量到商家販售的產 品？原有的商標與新招牌的視覺設計之間是否有違和感？除了上述考量，各商家的營業時間不 同亦導致其難以共同參與討論會議，且在過程中也無可避免地會碰觸到公私介面模糊的問題。 因此，後續設計團隊調整了策略，先設計出幾個招牌方案，再親自逐一拜訪各商家，與其討 論招牌上希望呈現的資訊（店名、電話、創立年份、品項）與色彩選擇。上述設計過程充滿 各種複雜性，都是設計團隊要面對的課題，需要透過不斷的溝通與協調予以解決。 但設計施作完畢後，商家老闆從原本對設計一知半解，漸漸開始注意到設計所帶來的好處， 一些商家也願意主動更新周邊的設施（如更換鐵門、上油漆），延伸出了更大的效益。因此， 商家能夠從設計改造中收穫實質性的正面回饋，是設計能否成功的關鍵因素！

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設計執行重點 Design Execution Focus

品牌融合地方特色， 彰顯在地生活與文化共生意象。

Fusing local features with branding to highlight local life and cultural symbiosis.

國 華 友 愛 商 圈 是 台 南 的 美 食 集 散 地， 永 樂

T h e Ta i n a n G u o h u a Yo u a i B u s i n e s s D i st r i ct is Tainan ’s culinary hub, with Yongle Market gathering a wide variety of traditional Taiwanese snacks, attracting food enthusiasts in droves. To convey the lively atmosphere and rich food culture of the market, bright colors and dynamic pictures are selected for the design of the market ’s signage, allowing every visitor to perceive the market's vibrancy and diversity.

市 場 即 匯 集 了 台 灣 眾 多 傳 統 小 吃， 吸 引 大 批 美 食 愛 好 者。 為 了 傳 達 市 場 的 熱 鬧 氛 圍 和 豐 富 的 食 物 文 化， 選 用 鮮 豔 的 顏 色 和 動 感 的 圖 形 來 設 計 市 場 招 牌， 使 每 位 遊 客 都 能 深 刻 感 受 到 市 場 的 多 樣 性 與 活 潑 感。 商 圈 內 亦 鄰 近 文 化 信 仰 地 標 — 護 境 松 王， 是 居 民 及 信 徒 的 重 要 參 拜 點。 藉 由「 松 樹 」 和 「 愛 情 」 的 元 素 重 塑 品 牌 識 別， 呈 現 出 充 滿 深 意 且 具 視 覺 吸 引 力 的 品 牌 形 象， 能 夠 應 用 於松王宴等當地盛宴活動內。

The commercial district is also near the cultural and religious landmark — the “ Couple Tree, ” an important place of worship for residents and believers. By incorporating the elements of“pine tree ” and “ love, ” the brand identity has been reimagined to create a visually appealing and meaningful image, which can be applied to local events like the“Couple Tree Feast.”

Design Team —— INPIN Design Institute | The Challenge of Communicating "Design" with Stakeholders The biggest challenge when implementing designs is striking a balance between aesthetic features and commercial needs. Take sign designs for Yongle Market as an example: Do individual vendors have fixed preferences for colors, styles, or fonts? Do the visual designs take into consideration the products sold by the shops? Is there any sense of discord between the original trademarks and the newly designed signs? In addition to these considerations, differences in the shops' business hours often make it difficult for them to participate in discussions and meetings, and it is also inevitable to touch on the issue of blurred boundaries between public and private spaces in the process.

To address these challenges, the design team adjusted its strategy. First, we created several sign design options and then visited each shop individually. During these visits, we discussed the specific details vendors wanted to be shown on the signs (store names, phone numbers, year of establishment, or products), as well as their preferred color schemes. This design process was filled with complexities, which were issues the design team must resolve through constant communication and coordination. However, once the new signs were installed, many business owners, who were initially unfamiliar with design, began to notice the benefits. Some even took the initiative to replace some facilities (such as repainting or replacing steel doors), resulting in even greater improvements to the area.

Thus, whether the shops can see tangible positive outcomes of design transformation is the key factor determining the success of design projects!

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上：永樂市場 ｜ 改造前後 中：護境松王 ｜ 改造前後 下：西門淺草入口意象 ｜ 改造前後 Top: Yungle Market | Before & After Middle: Couple Tree | Before & After Bottom: Asakusa Shopping Center Entrance Image | Before & After

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設計執行重點 Design Execution Focus

先從空間面進行減法設計， 再統合街道家具，提升場域遊憩舒適度。

First apply design by subtraction to the space, then standardize street furniture, enhancing recreational comfort for the commercial district.

為了打造一個開闊、明亮且舒適的公共空間，

To create an open, bright, and comfortable public space while ensuring clear and intuitive pedestrian t r a f f i c f l ow, A s a k u s a S h o p p i n g C e n t e r h a s incorporated several initiatives launched by the Ministry of Economic Affairs, including the Aesthetic & Design-Driven Commercial District Project, Outstanding Market and LOHAS Stall Certification Program, and Post-Pandemic Traditional Market Enhancement and Transformation Project. Through the integration of these initiatives, related agencies collaborated and forged consensus, removing clutter and adhering to the same design rules on colors and signs. At the same time, multifunctional street furniture (such as car stoppers combined with greenery or lighting ) was introduced to create a visually open and easily maintainable public environment.

並 確 保 民 眾 的 行 走 動 線 更 為 直 觀 和 清 晰， 西 門 淺 草 結 合 了 經 濟 部 多 項 計 畫， 包 括 商 圈 美 學 設 計 加 值 計 畫、 優 良 市 集 暨 樂 活 名 攤 評 核 計畫以及 傳統市集攤舖疫後強化產業體質提 升 轉 型 計 畫。 透 過 這 些 計 畫 的 整 合， 相 關 單 位 齊 心 協 作 並 達 成 共 識， 移 除 繁 雜 物 件， 並 依 循 色 彩 與 指 標 規 範 系 統。 同 時， 透 過 多 功 能街道家具（如車擋結合植栽或照明功能）， 打造出易於維護且視野通透的公共環境。

西門淺草地下室 ｜ 改造前後 Asakusa Shopping Center Basement | Before & After

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4

高雄哈瑪星商圈

Kaohsiung Hamasen Shopping District

哈 瑪 星 商 圈 位 於 高 雄 市 鼓 山 區， 其 名 稱 源 自 日 治時期對 濱線 鐵路的稱呼 Há-má-seng 。這 裡 不 僅 是 高 雄 的 發 源 地 之 一， 亦 曾 是 重 要 的 經 濟、 交 通 樞 紐 與 遠 洋 漁 業 重 鎮。 商 圈 內 保 留 了 許 多 日 治 時 期 的 歷 史 遺 跡， 讓 遊 客 能 夠 漫 步 於 棋 盤 式 的 巷 弄 中， 感 受 老 屋 的 獨 特 魅 力， 並 探 索 與 遠 洋 漁 業 相 關 的 生 活 痕 跡。 除 此 之 外， 這 裡 匯 聚 了 豐 富 的 傳 統 美 食、 夏 日 消 暑 聖 品， 以 及 來 自 世 界 各 地 的 異 國 料 理。 平 日， 這 裡 是 中 山 大 學 學 生 的 主 要 生 活 圈； 到 了 假 日， 則 成 為 遊 客 高 雄 一 日 遊 的 必 經 之 地， 連 接 著 打 狗 鐵 道 故 事 館、 駁 二 藝 術 特 區、 旗 津、 西 子 灣 與 壽 山 等 知 名 景 點。 哈 瑪 星 商 圈 融 合 了 歷 史 與 現 代 風 情，是一個獨特且迷人的旅遊勝地。

Lo c ate d i n G u s h a n D i st r i ct , Ka o h s i u n g , t h e “Hamasen Shopping District” gets its name from the“coastal railway line”( Há-má-seng ) during the Japanese colonial period. This area is not only one of Kaohsiung's historical origins but also a former hub of economic activity, transportation, and distant-water fishing. The district retains numerous historical sites from the Japanese colonial period, inviting visitors to stroll through its grid-like alleys, admire the unique charm of old houses, and uncover traces of life tied to the distant-water fishing industry. Moreover, the district offers a variety of culinary delights, including traditional Taiwanese snacks, summer refreshments, and foreign cuisines from around the world. On weekdays, Hamasen serves as a hub for students of the National Sun Yat-sen University, while on weekends, it transforms into a must-visit destination for tourists exploring Kaohsiung, connecting to major attractions such as the Takao Railway Museum, Pier-2 Art Center, Cijin Island, Sizihwan Bay, and Shoushan Mountain. Blending history with modern vibes, Hamasen Shopping District is a unique and captivating tourist destination.

圖、哈瑪星商圈 Figure: Hamasen Shopping District

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問題發現 Problem Found ●

商圈位於各景點交界處，缺乏引人注目

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之識別，經常遭消費者忽略。

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街區呈現棋盤式分佈，因住商混合、店

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家分散，缺乏動線指引。

The commercial district is situated at the crossroads of various attractions but lacks eye-c atc h i n g i d e nt i f i e rs , often leading to it being overlooked by visitors.

The streets are arranged in a grid pattern, but due to the mixed residential and commercial zones and the scattered distribution of stores, there is a lack of clear traffic guidance.

痛點解決 Pain Point Solution ●

設計將哈瑪星的歷史文化元素轉譯，重

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塑商圈品牌識別與規範；同時考慮現代 需求與在地生活習慣，確保設計應用與 社區和諧共存。

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將商圈品牌元素導入空間，提供明確指 引，吸引消費者駐足商圈，光顧街區店家。

●

The design translates the historical and cultural elements of Hamasen to reshape the commercial district's brand identity and guidelines. At the same time, it considers modern needs and local living habits to ensure harmonious coexistence between the design applications and the community.

Brand elements are incorporated into the physical space, providing clear wayfinding to attract visitors, encouraging them to explore the district and support local businesses.

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商圈品牌識別 Commercial District Brand Identity 延續哈瑪星發展關鍵元素 海線、火車，以簡單 的元素結合 海線、火車、串 的意象，創造無限 的可能。即便只是前往鼓山輪渡站的過道，也 能透過出色的識別系統，傳達出哈瑪星的獨特 風情，藉此向每位路過的旅客傳達 你好，歡迎 經過哈瑪星 的友善氛圍。 為推廣商圈品牌新形象並促進在地認同，另架 設一頁式網站、製作幹部用品（名片、T-shirt）、 哈瑪星認同包（帆布包、環保袋、貼紙、扇子、 帽子）等供組織發放應用，鼓勵店家參與商圈 事務與活動，拉近彼此間的關係。 C o nt i n u i n g H a m a s e n ’s key d eve l o p m e nt elements of coastal line and train, simple symbols are combined with the images of the coastal line, train, and connection, to create infinite possibilities. Even in spaces like the passage to Gushan Ferry Station, an outstanding identification system can effectively convey Hamasen ’s unique atmosphere, conveying to every visitor a friendly "Hello, welcome to Hamasen" vibe.

To p r o m ot e t h e n ew b r a n d i m a g e of t h e district and foster local identity, a one-page website was created, as well as supplies for the organization members (business cards, T-shirts), and Hamasen identity bag (canvas bag, reusable shopping bag, stickers, fans, h a t s), f o r t h e o r g a n i z a t i o n t o d i s t r i b u t e , encourage businesses to participate in commercial district affairs and activities.

設計團隊 選選研有限公司分享｜如何在設計中扮演溝通橋樑 身為在地人，設計團隊發揮了催化劑與媒合的角色，將哈瑪星歷史文化元素融入於現代設計中。 為了創造與居民、商家、遊客之間交流和互動的機會，應更注重激發社區的參與，培養在地認 同感，引導大家攜手塑造哈瑪星的新面貌，展現獨特的社區精神，讓設計能持續茁壯發展。 若所有人皆願意主動參與、共同塑造社區的未來，設計便真正達到了其目的。這種深層次的 溝通和參與是團隊面臨的最大挑戰，也是我們致力於實現的目標。期待設計能夠發揮 串連 的功能，激勵居民和商家持續主動參與社區的改造及更新，這種由內而外的認同感，將成為 推動商圈自主發展的內在動力。

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哈瑪星商圈網站

Hamasen Shopping District Website

Design Team —— S. Select Lab | How to Play a Bridging Role in Communication As locals, the design team served as a catalyst and intermediary, integrating Hamasen's historical and cultural elements into modern designs. To create opportunities for exchange and interaction between residents, businesses, and visitors, it is necessary to focus on encouraging community engagement and cultivating local identity, guiding everyone to collaboratively shaping the new face of Hamasen to showcase the unique community spirit, and enable the design to continually thrive and evolve.

The true purpose of design is achieved when everyone is willing to actively participate and contribute, jointly shaping the future of the community. This deep level of communication and involvement represents the greatest challenge for the team, but also the goal we are committed to achieving. We hope the design can serve as a connector, inspiring residents and businesses to stay actively engaged in the community's transformation and renewal. This sense of belonging, nurtured from within, will become the driving force behind the district's autonomous development.

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設計執行重點 Design Execution Focus

重塑商圈品牌識別， 簡化豐富的地理與文化特徵。

Reshaping the brand identity of the commercial district and simplifying rich geographic and cultural features.

哈 瑪 星 商 圈 擁 有 獨 特 的 背 景 與 位 置， 設 計 團

The Hamasen shopping District boasts a unique historical background and location. The design team has transformed these unique features into a streamlined logo design: the curve symbolizes the rise and fall of ocean waves, while the circles are wheels representing a station, fusing the district’s unique cultural and humanistic atmosphere. These elements not only come together to highlight Hamasen's geographic features, but also convey its rich cultural heritage. These identifiers will become symbols for the district's daily operations, connecting businesses and local residents.

Over time, they will help build a sense of local identity, enhance community cohesion, and allow Hamasen’s unique features be naturally blended into the local daily life and be promoted.

隊 將 這 些 特 點 轉 化 為 簡 潔 的 LOGO 設 計： 曲 線 象 徵 海 浪 的 起 伏， 圓 形 代 表 驛 站 的 車 輪， 並 融 合 町 間 的 文 化 與 人 文 氣 息。 這 些 元 素 相 互 交 融， 不 僅 彰 顯 哈 瑪 星 的 地 理 特 徵， 更 傳 遞 出 其 豐 富 的 文 化 內 涵。 這 些 識 別 物 將 成 為 商圈日常運營的象徵，串聯商家與在地居民， 逐 步 建 立 在 地 認 同 感， 提 升 社 區 凝 聚 力， 讓 哈瑪星的風貌自然地融入人們的生活中並進 行推廣。

商店店家雨棚 ｜ 改造前後

Shop Rain Shelter | Before & After

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利用商圈識別與共創圖像， 於關鍵空間節點塑造品牌印象。

Using the commercial district identity and co-created images to shape brand impression at key spatial nodes.

哈瑪星商圈的改變，不僅體現於外在形象的更

The transformation of the Hamasen Shopping District goes beyond an external image update; it focuses on continuing the local culture and fostering community identity. This project not only collaborated with Kaohsiung Rapid Transit Corporation, displaying the district's brand identity as entrance images at the most bustling transport hubs with the largest crowds, but also worked with online shops to integrate the Hamasen brand image into their storefront designs with standalone display structures, allowing the brand image to permeate other commercial areas. One notable thing is that the images on these billboards were co-created by the professional design team in collaboration with local elementary school students from Gushan Elementary School, p r e s e n t i n g H a m a s e n ’s unique features through the students’local perspective, while also strengthening the community's sense of identification through sharing with family members.

新，更著重於延續在地文化和居民的認同感。 這次改造案例不僅與高雄捷運股份有限公司合 作，將商圈識別以入口意象的方式呈現於人潮 最密集的交通運輸節點；同時也與主動線上的 店家合作，於門面設計哈瑪星識別圖像的看板， 讓商圈的品牌形象滲透至商業聚集區。值得一 提的是，看板上圖像由專業 設計團隊帶領在地的鼓山國 小學童共同創作，透過在地 角度向遊客展現 哈瑪星商圈的特 色，也藉由與家 人分享的力量， 進一步凝聚商圈 的認同意識。

7/11 將鼓山國小學生的 32 張創作， 轉化為看板圖案，建立商圈形象認同感。 7/11 Transforming 32 creative works by students from Gushan Elementary School into billboard patterns, establishing a sense of brand identity for the Hamasen Shopping District.

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今年從前期研究、實際改造到應用的各個階段， 目標在於透過設計提升商圈的美學價值。此外， 我們也前往日本東京進行實地考察，借鑑國際經 驗，從公共空間創新的角度出發，深入探索商圈 的發展模式與資源整合策略。

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This year, from the initial research phase to t h e a ct u a l t r a n sfo r m a t i o n a n d a p p l i c a t i o n stages, the goal was to enhance the aesthetic va l u e of t h e c o m m e rc i a l d i st r i ct s t h ro u g h design. Furthermore, we conducted a field study in Tokyo, Japan, drawing on international experiences. From the perspective of public space innovation, we delved into the development models and resource integration strategies for commercial districts.

商圈設計指引成果專冊

FUTURE OUTLOOK: HOW TO BUILD A BETTER COMMERCIAL DISTRICT

O3 未 來 展 望 如 何 打 造 一 個 更 好 的 商 圈

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公部門可以怎麼做？ 1 從單點輔導到提升整體區域價值 What Can the Public Sector Do? From Single Point Guidance to Elevation of Overall Regional Value 國際案例： 日本中小企業基盤整備機構

International Case Study: Japan’s Small and Medium Enterprise Agency

日本中小企業基盤整備機構隸屬於日本經濟產業

The Organization for Small & Medium Enterprises and Regional Innovation, Japan, (SME Support Japan) under the Ministry of Economy, Trade, and Industry, is an independent administrative body that provides support services for businesses at various stages, from startup to growth and maturity. Its services cover business consultation and financial subsidies. Within this organization, the "Urban Development Promotion Office" is dedicated to revitalizing city center and enhancing regional value, and works closely with local governments and urban planning experts.

省，為獨立的行政法人，專門為企業提供從創業初 期到成長期及成熟期的支援服務，內容涵蓋經營建 議和融資補助。「城市建設推進室」是該機構內部 專門致力於活化中心市街區、提升區域價值的部 門，並與地方政府和都市規劃專家緊密合作。 在日本，商店街是一種「由小規模獨立專門店組 成的商業街區」。根據 2022 年商店街實態調查 3

報告 ，當前日本 4,140 個商店街最迫切的問題 依序為：經營者高齡化（72%）、店鋪設備老舊 （36.4%）、缺乏話題性且業種單一（30.5%）， 而大型超市與連鎖店競爭相對較少（11 .8%）。由 於單點商店街輔導的效益有限，日本的政策已逐 漸轉向提升「區域價值」。從 2024 年開始，中小 企業基盤整備機構將從個別輔導商家，轉型為支 援整體商圈組織。這種轉變旨在促進城市的回訪 率、定居率和就業率，進一步提升商店街的整體 銷售額和來客數，達成區域經濟的長期發展目標。 日本商店街輔導的發展歷程，可以追溯到 1998 年 阪神大地震後所推動的「中心市街地活性化法」， 其後隨著中小企業基盤整備機構設立「城市建設 推進室」，輔導策略也逐漸從解決單一問題，轉型 為專注於長期永續發展的綜合性規劃。這樣的轉 變不僅從經濟層面著手，還涵蓋了商店街的凝聚 力、文化保存與推廣。透過多方合作，這種策略 推動了從商店街到整個城市的全面發展。

3 商店街實態調查報告書。 (2022 ， March) 。經濟產業省。 https://www.meti.go.jp/meti_lib/report/2021FY/000009.pdf

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In Japan, "shopping streets" are typically composed of small, independent specialty stores. According to the 3 2022 Shopping Street Survey Report , the most pressing issues for the 4,140 shopping streets in Japan are: aging store owners (72%), outdated store equipment (36.4%), lack of buzz and similar business types (30.5%), while competition from large supermarkets and chain stores is relatively low (11.8%). As the benefits of supporting individual stores have been limited, Japanese policy is increasingly shifting towards enhancing the "regional value" of these commercial areas. Starting in 2024, SME Support Japan will transition from providing individual store support to assisting entire commercial district organizations. This shift aims to promote higher city revisit rates, residency rates, and employment rates, and further boost the overall sales and customer traffic in shopping streets, contributing to long-term regional economic development.

The development of shopping streets guidance in Japan can be traced back to the "Act on Vitalization in City Center" introduced after the 1998 Hanshin Earthquake.

Subsequently, with SME Support Japan establishing the "Urban Development Promotion Office," the focus of guidance strategies shifted from addressing single, isolated issues to comprehensive, long-term sustainable planning for sustainable development. This transition encompasses not only economic aspects but also the cohesion, cultural preservation, and promotion of shopping streets. Through multi-party collaboration, this strategy has driven the development of both individual shopping streets and entire cities.

3 Shopping Street Survey Report. (March 2022). METI. https://www.meti.go.jp/meti_lib/report/2021FY/000009.pdf

商圈設計指引成果專冊

我們可以怎麼做？

What can we do?

台灣可以借鑑日本中小企業基盤整備機構的經驗，

Taiwan can learn from the experiences of SME Support Japan by establishing a dedicated task force to drive the revitalization of commercial districts and regions, which initially focused on offering guidance to individual business or districts, and has since gradually shifted towards comprehensive regional planning to enhance regional value and improve local employment rates through collaboration between local governments, commercial district organizations, and experts. Also, unused spaces can be effectively utilized to integrate daily life support, cultural preservation, and economic development, creating attractive commercial districts with long-term development potentials.

成立專門的小組來推動商圈及區域的活化，從單 一商家或商圈輔導，逐步轉向區域整體規劃。透 過地方政府、商圈組織和專家的合作，提升區域 價值，並加強在地的就業率。此外，還可以有效 利用閒置空間，結合生活支援、文化保存與經濟 發展，打造具吸引力和長期發展潛力的商圈模式。 在商圈輔導上同樣也以城市整體發展為出發點， 未來也將結合設計展主辦城市，透過設計創新來 推動商圈的輔導與成長，以「城市」的整體政策 和規劃出發，作為創新之視野，將尺度逐步從城 市收斂至區域與街道。在今年度的輔導與改造過 程中，將單一商家輔導擴展為區域性的整體規劃， 以彰化小西商圈為例，透過斑馬線設計，不僅改 善交通動線和美學，也增強了行人安全，並為城 市空間的整體視覺達成亮點；以國華友愛商圈為 例，並非僅針對單一店面進行改造，而是考量整 體之空間、交通動線、社區需求與氛圍，進行招 牌改造，同時透過植栽作為車擋之設計手法達到 廊道串連。在以城市作為整體利益的觀點下，讓 每個改造項目既滿足市民需求，也帶動了區域內 外的環境、文化及市容變化，進而吸引更多遊客， 達到提升整體城市價值的目標。

In terms of commercial district guidance, the focus is also on overall urban development. In the future, the program will cooperate with the host cities of design exhibitions to promote commercial district guidance and growth through design innovation. Using overall policy and planning of a“ city ”as the vision of innovation, the scope will be gradually narrowed down to regions or streets. In this year’s guidance and transformation process, guidance for individual businesses was expanded to overall regional planning. Taking the Changhua Siaosi Business District as an example, through crosswalk design, not only were traffic flow and aesthetics improved, but pedestrian safety was also enhanced, creating a visual highlight for the urban space; in the case of the Guohua Youai Business District, the transformation was not limited to individual storefronts but considered the overall space, traffic flow, community needs, and atmosphere. Not only were the signs redesigned, the corridors were further connected by using plants as car stoppers. By considering the overall benefits of an entire city, each transformation project not only met the needs of the citizens, but also drove environmental, cultural, and urban changes throughout the region, ultimately attracting more tourists and achieving the goal of increasing the overall value of the city.

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2 企業組織可以怎麼做？ 跳脫組織利益， 以「支援型開發」整合利害關係人觀點 What Can Corporates and Organizations Do? Breaking Away from the Interests of the Organization to Integrate Viewpoints of Stakeholders through “Supportive Development”

國際案例： 小田急電鐵株式會社

International Case Study: Odakyu Electric Railway Co., Ltd.

2013 年，位於東京西南區的世田谷小田急線沿線

In 2013, a railway undergrounding project was launched along the Odakyu Line in Setagaya, southwest Tokyo. This project involved the restructuring and development of 1.7 kilometers of surface area, and was named the "Shimokitazawa Line Street Project." In the early stages of development, the Odakyu team faced eight years of public opposition. After multiple rounds of dialogue and communication, the plan was revised in 2017. The Shimokitazawa Line Street was divided into 13 zones, each developed according to its unique characteristics. The project was finally completed in May 2022 after nearly a decade.

展開鐵路地下化工程，並對沿線 1 .7 公里的地面 進行重整與開發，這項工程名為「下北線路街計 畫」。在開發初期，小田急團隊面臨長達八年的 民眾反對聲浪，經過多次對話與溝通，於 2017 年對計畫進行修正，將下北線路街劃分為 13 個區 域，依照各區域的特點進行開發，最終於 2022 年 5 月全面完工，共歷時將近十年。 在開發過程中，由於地形傾斜且多為住宅區的狹 窄動線，傳統開發方式難以適用，導致團隊面臨 重大挑戰。為了解決這些問題，小田急團隊與當 地組織及市民團體共同建立「北澤設計會議」， 並將開發目標設為「提升社區歸屬感」。以「支 援型開發」的方式導入地方價值，強化居民的認 同感，並以永續發展的方式保留地方特色。支援 型開發的重點在於培養地區和社群的參與感，例 如將鐵路拆除後鋪設步行道，不僅改變了街道的 立 面， 還 利 用 長 屋 形 式 的 住 宅 轉 型 為「Bonus

Track」商店街，讓遊客能夠以多種形式體驗下 北澤的觀光路徑。 疫情後，「20 分鐘生活圈」的概念逐漸受到關注， 倡導居民在步行或騎自行車 20 分鐘的範圍內滿 足日常生活需求。小田急以支援地方為核心，跳 脫傳統企業注重利益的思維，積極與店鋪營運端 及設計端共享開發理念，從而吸引地區居民成為 主要消費群體，並帶動空間與內涵的轉型。

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During the development process, the challenging terrain with its slope and the narrow pathways of the residential areas made traditional development methods unsuitable, posing significant challenges for the team. To address these issues, the Odakyu team, in collaboration with local organizations and citizen groups, established the "Kitazawa Design Meeting" and set the development goal to "enhance community sense of belonging." By adopting a "supportive development" approach, local values were introduced, strengthening residents’sense of identity, while preserving local characteristics through sustainable development.

The focus of supportive development was on fostering regional and community participation. For example, after the railway was removed, a pedestrian pathway was created, which not only changed the street ’s facade but also transformed long-house-style residences into the "Bonus Track" shopping street, allowing visitors to experience the Shimokitazawa tourist route in various ways.

After the pandemic, the concept of the "20-minute living circle" gradually gained attention. This concept advocates for residents to meet their daily needs within a 20-minute walking or cycling range. Odakyu, with a focus on supporting local communities, broke away from the traditional business mindset that prioritizes profit.

Instead, they actively shared development ideas with both business owners and designers, attracting local residents as the primary consumer base, and driving the transformation of both the physical space and culture.

商圈設計指引成果專冊

我們可以怎麼做？ 在輔導商圈的模式中，借鑑了下北線路街的「支援型開發」模式，以全局觀點和強大的資源為基礎，透過與居 民、商店聯合會的對話，讓社區參與開發計畫，增強歸屬感，並以永續方式推動地方文化發展。今年於各商圈 舉辦商圈共識營，建立利害關係人之間的對話平台，強調凝聚共識的重要性。同時，商圈改造過程中，我們特 別注重與居民、里長和商圈組織的互動與溝通，確保設計方案為集體共識的成果，進而順利推動與落實。 在協調公部門和地方政府的過程中，需密切溝通法規和時程調整需求，以哈瑪星商圈為例，針對商店店家雨棚 需求，需取得相關單位的許可並進一步進行協調，以避免影響商圈施作時程；此外，根據不同商圈的特性設計 品牌形象，並促成與捷運公司的合作進行彩繪牆的規劃，將地方特色結合城市美學，推廣哈瑪星商圈品牌。如 此以「支援型」的模式，透過協調與溝通，取代從上而下（Top-down）的方式，能夠更加有效地凝聚共識。 在過程中，同時也需要考量多方需求，特別是涉及市府、市場處等公部門機構時，輔導者的角色變得尤其 關鍵。以台南國華友愛商圈為例，在永樂市場招牌改造中，藉由地方政府協助，統整涉及市區基礎設施的 部門資源，以確保改造方案符合各項法規並獲得支持。面對地方商家時，一方面協助設計團隊一對一溝通， 將設計分為 AB 方案供商家選擇，另一方面協助商圈組織、居民與公部門進行討論，以更好的彈性協調方 式推動整體設計落地，並確保設計方案符合公眾利益。透過協調的過程，利害關係人能更有效地整合資源 和意見，為商圈的長遠發展奠定基礎。

What can we do?

For commercial district guidance, the "supportive development" model from the Shimokitazawa Line Street was borrowed. Based on a macroscopic view and strong resources, community participation in the development plan was encouraged through dialogues with residents and local business associations, enhancing a sense of belonging and promoting the development of local culture in a sustainable way. This year, consensus-building camps were held in various commercial districts to establish a platform for dialogue between stakeholders, emphasizing the importance of forming a shared consensus. During the commercial district transformation process, special attention was paid to interaction and communication with residents, village chiefs, and district organizations to ensure that the design plans were the result of collective consensus, thereby facilitating smooth implementation.

When coordinating with public agencies and local governments, it is necessary to keep close communication on regulations and project timeline, adjusting needs accordingly. For example, in the case of the Hamasen Shopping District, we needed to secure relevant approvals for storefront canopies and conduct coordination to avoid affecting project timelines. Furthermore, based on the different characteristics of the commercial district, we designed its brand image, and facilitated cooperation with the metro on a mural plan, combining local features with urban aesthetics to promote the brand of the Hamasen Shopping District. This approach of replacing the top-down method with a“supportive”model through coordination and communication can more effectively forge consensus.

In the process, it is also necessary to consider the needs of various parties, especially when public agencies, such as the city government and market departments, are involved, and the role of the guidance provider becomes particularly crucial. For example, in the Tainan Guohua Youai Business District, during the sign transformation at Yungle Market, the local government assisted and coordinated departmental resources of the city’s infrastructures to ensure the transformation project complied with regulations and gained support. When dealing with local businesses, on one hand, we assisted the design team in oneon-one communication, offering two design options (Plan A and Plan B) for business owners to choose from; on the other hand, we facilitated discussions between the district organizations, residents, and the public sector to implement the overall design in a more flexible and coordinated approach, and ensure that the design met the public interest. Through this coordination process, stakeholders were able to more effectively integrate resources and opinions, laying a foundation for the long-term development of the commercial district.

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3 地方團體與個別店家可以怎麼做？ 透過商家串連， 共同打造公共空間的游擊戰場 What Can Local Organizations and Individual Businesses Do? Through Connection of Local Businesses, Jointly Create a “Guerrilla Battlefield” for Public Spaces

國際案例： 澀谷公園通協議會

International Case: Shibuya Park Access Council

設 立 逾 五 十 年 的 澀 谷 PARCO 百 貨 公 司 在 2020

The Shibuya PARCO department store, which has been established for over fifty years, reopened in 2020. As the number of visitors gradually increased, the Park Avenue (K ō en-d ō ri) from Shibuya to Yoyogi Park became an important area. The Shibuya Koen Dori (Shibuya Park Avenue Council) is a public-private partnership organization, whose members include local groups, public entities, and enterprises, that actively promotes innovative proposals for public spaces. In collaboration with the Kokushikan University research team, the council organized events such as the Shibuya Ave. 2040 Design Competition, workshops, and seminars, aimed at promoting pedestrian-friendly public space design.

年重新開幕，隨著遊客逐漸增加，澀谷至代代木 公園的公園大道（公園通り）成為一個重要的地 段。澀谷公園通協議會是一個公私合作的組織， 成員包括地方團體、公共單位及企業，積極推動 公共空間的創新提案。該協議會與國士館大學研 究團隊合作，舉辦了 2040 年未來城鎮競圖、工 作坊及講座等活動，旨在推動步行者友善的公共 空間設計。 在調查中，民眾對公園通商店街未來十年的期待 集中於「希望成為以步行者為中心」的公共空間。 西村亮彥教授與公園通協議會合作推動了「步行 者天國」實驗計畫，以打造一個行人友善的公共 空間為目標，並透過舉辦活動來吸引民眾參與， 改善步行環境。協議會還舉辦了市集與音樂會， 並提出「澀谷無車日」的構想，成功引入以步行 者為主的設計理念與生活體驗。

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In the survey, the public's expectations for the Park Avenue over the next decade were focused on the desire for it to become a public space "centered around pedestrians." Professor Akihiko Nishimura, in collaboration with the Shibuya Koen Dori, launched the "Walkable City Shibuya" project, aiming to create a pedestrian-friendly public space. Through organizing events, the project attracted public participation to improve the walking environment. The council also o rg a n i ze d m a r kets a n d c o n c e r ts , a n d p ro p o s e d the idea of a "Shibuya Car-Free Day, ”successfully introducing pedestrian-focused design concepts and lifestyle experiences.

商圈設計指引成果專冊

我們可以怎麼做？

What can we do?

台灣可借鑑澀谷公園通協議會的模式，輔導商圈

Taiwan can draw inspiration from the Shibuya Koen D o r i to g u i d e c o m m e rc i a l d i st r i cts i n p ro m ot i n g pedestrian-friendly public space planning, such a s c r o s swa l k d e s i g n s a n d c o n s e n s u s - b u i l d i n g workshops, while also integrating local commercial district and community activities to spark public imagination about future urban spaces. From design proposal selection to fostering consensus f o r t r a n s f o r m a t i o n , b ot h d i s t r i ct o r g a n i z a t i o n s and businesses can directly participate in design discussions, ensuring that the public space meets actual needs.

推動行人友善的公共空間規劃，像是斑馬線設計 和共識工作坊，並結合地方商圈及企業活動，激 發民眾對未來城市空間的想像。從設計提案徵選 到改造共識凝聚，商圈組織與商家皆能直接參與 設計討論，確保公共空間滿足實際需求。 在本年度的輔導過程中，商家之間的串聯尤其關 鍵，建立一個連結商圈整體的「線性設計」成為 主要策略。這樣的策略不僅將商家從分散的單點 消費轉變為具有吸引力的消費路線，同時也利用 店家的品牌識別設計，提升整體吸引力。以孔廟 商圈為例，在街道家具設置和市集的點位設定考 量中，進行了休憩空間和經濟效益的整體評估等， 並協助品牌識別設計，增強了商圈的辨識度。這 種串聯方法還包含了與商圈理事長的密切協作， 確保商家需求和設計方向一致。透過這樣的方法， 商圈內的商家得以協力提升整體形象和效益，逐 步邁向一個具有社區凝聚力的商圈。

In t h is yea r 's guida n ce process, t h e con n ect ion between businesses has been particularly crucial, and establishing a "linear design" that links the entire commercial district has become the main strategy.

This strategy not only transforms businesses from scattered individual points of consumption into an attractive consumer route, but also utilizes the brand i d e nt i t y d e s i g n of t h e s h o p s to e n h a n c e ove ra l l appeal. Taking Tainan Confucius Temple Commercial District as an example, when considering the spots of street furniture and the market, an overall evaluation of rest areas and economic benefits was conducted, and brand identity design was assisted to strengthen the district's recognition. This method of connecting the businesses also involved close collaboration with the president of the commercial district association to ensure alignment between business needs and t h e d e s i g n d i re ct i o n . T h ro u g h t h i s m et h o d , t h e businesses within the district worked together to i m p rove t h e ove ra l l i m a g e a n d p ro j e ct b e n ef i ts , gradually moving towards a commercial district with strong community cohesion.

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4 執行與改變，逐步邁向更好的商圈

Execution and Transformation, Gradually Moving towards a Better Commercial District

商圈的發展需要中央與地方政府、企業組織、以 及地方團體的通力合作，來打造未來輔導與參與 機制的基石。今年旨在透過設計步驟、改造實例， 以及借鑑海外案例，汲取相關經驗並轉化為具體 行動，進一步促進台灣商圈及公共空間的永續發 展與創新。 盤點現況後，提出商圈美學設計策略方向：

The development of commercial districts requires the collaborative efforts of central and local governments, corporate organizations, and local groups, to lay the foundation for future guidance and participation mechanisms. This year, the goal was to learn from relevant experiences through to design implementation, transformation cases, and international case studies, and transform them into concrete actions, further promoting the sustainable development and innovation of Taiwan's commercial districts and public spaces.

After reviewing the current situation, the following strategic directions are proposed for the Aesthetic & Design-Driven Commercial District Project:

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商圈設計指引成果專冊

城市永續： 從材質到公共空間利用的永續設計策略 聯合國人居署（UN-Habitat）於 2022 年提出《新城市議程》（New Urban Agenda），強調公共空間 的創新應從傳統「物件」的設計思維轉變為「地方」的設計模式，重視地點的特性與社區的需求。台灣 的商圈發展模式從過去僅聚焦於商店特色，逐漸轉向更廣泛的綜合發展，旨在滿足更多元的社會需求， 並在經濟繁榮、社會公平與環境保護的框架下制定城市設計策略。在今年的商圈輔導與改造過程中，特 別強調環境材質的選擇、步行空間的改善以及商圈整體維護的便利性。例如，優先選擇具通用規格且耐 候性高的環保建材，確保未來維護成本降低，同時提升使用壽命，減少資源浪費。此外，也強調社區空 間的開放性與運用彈性，透過公共空間的整合與開放，讓商圈不再只是交通與停車的場所，而是兼具社 交、商業與休憩功能的複合空間。

文化共生與社區參與： 打造公共空間為創意基地 商圈中的公共空間不僅需要硬體升級和改善，更應結合地方特色，將其轉化為品牌意象。依據海外顧問

Ground Level 株式會社的建議，商圈可以充分運用騎樓廊道的設計及街道家具的設置，或是善用閒置空 間的低租金，吸引創意團體進駐，將其打造為創意基地。精心策劃的活動和節日慶典不僅能夠吸引消費 者，更能增強居民對公共空間的歸屬感與認同感，進一步促進社區的長期參與。社區的參與是公共空間 有效運用的關鍵因素。以今年度的執行為例，從設計提案徵選（設計溝通）到凝聚改造共識，商圈組織 及商家都有機會直接參與設計討論，確保公共空間能真正滿足其需求。同時，這也有助於尊重並融合在 地的歷史、地理與人文特色，推動商圈的共同發展。

永續經營的協作關係： 政府與商圈組織的角色 無論是中央還是地方政府，皆應與商圈組織建立明確且緊密的協作關係，透過不同形式的溝通管道，確保 各方對商圈未來發展具備一致期待。其中，海外顧問 Ground Level 株式會社提出的建議強調了日本商店 街經營模式中的地方自主管理。政府的角色是提供支持而非主導，商店街組織負責主導活化工作，並在涉 及道路法規時與政府協作鬆綁。例如，將街道作為公共場域的標的，並鼓勵定期交流，以收集意見作為後 續規劃的參考。以今年的執行方式為例，透過共識工作坊，匯集各利害關係人的意見，確保需求探索和設 計規劃的透明性。台南孔廟商圈的案例中，由於商圈的住商混合模式涉及公私領域界限模糊的挑戰，因此 對於商家和住戶而言，商圈改造有利有弊。施工過程中，積極協調商家、設計團隊與在地居民，共同面對 與溝通解決所有突發的問題等。綜合上述經驗，未來商圈組織也可以採用共識工作坊與建立溝通平台等方 式，促進與各單位的協作關係，確保順利推動商圈發展。

Design Guidelines for Commercial District

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Sustainable Urban Development: Sustainable Design Strategies from Materials to Public Space Utilization The United Nations Human Settlements Programme (UN-Habitat) introduced the New Urban Agenda in 2022, which emphasizes that innovation in public space should shift from traditional design thinking that focused on "object" to a design model targeting “ place, ” focusing on the characteristics of the location and the needs of the community.

In Taiwan, the development model for commercial districts has evolved from focusing solely on the uniqueness of individual shops to a broader, more comprehensive development. This shift aims to meet diverse social needs while balancing economic prosperity, social equity, and environmental protection in urban design strategies.

In this year's commercial district guidance and transformation process, there has been a particular emphasis on the selection of sustainable materials, improvements to pedestrian spaces, and convenience of overall maintenance of commercial districts. For example, prioritizing environmentally friendly building materials with universal specifications and high durability ensures lower future maintenance costs, while also extending service life and reducing resource waste. Moreover, the openness and flexibility of community spaces have been emphasized; by integrating and opening up public spaces, commercial districts are redefined not just as a place for traffic and parking but as a multifunctional space that supports social interactions, commerce, and recreation.

Cultural Coexistence and Community Participation: Building Public Spaces into Creative Hubs Public spaces in commercial districts not only require hardware upgrades and improvements, but should also incorporate unique local features, transforming them into a brand image. According to the suggestions of the consulting agency, Ground Level Co., Ltd. , commercial districts can utilize design of arcade and installation of street furniture, or the low-rent unused spaces, to attract creative organizations, turning these areas into creative hubs.

Well-planned events and festivals not only draw consumers but also strengthen the community ’s sense of belonging and identity, further promoting long-term community participation. Community engagement is key to the effective utilization of public spaces. For example, in this year ’s implementation, from the design proposal selection (design communication) to building consensus on the transformation, both commercial district organizations and business owners had the opportunity to directly participate in the design discussions, ensuring that the public spaces truly met their needs. At the same time, this process helped to respect and integrate local historical, geographic, and cultural features, driving the joint development of commercial districts.

Collaborative Relationships for Sustainable Management: The Roles of Government and Commercial District Organizations Both central and local governments should establish clear and close collaborative relationships with commercial district organizations, ensuring consistent expectations for the future development of the district through various communication channels. Ground Level Co., Ltd. also highlights the model of local autonomous management in Japanese shopping streets.

The role of government is to provide support rather than to lead, with the commercial district organizations taking charge of revitalization efforts and collaborating with the government to relax regulations when necessary. For example, targeting streets as public spaces and encouraging regular exchanges to gather feedback and opinions as references for future planning. Using this year’s implementation as an example, the opinions of various stakeholders were gathered through consensus workshops, ensuring transparency in need exploration and design planning. In the case of the Tainan Confucius Temple Commercial District, due to its mixed-use model of residential and commercial zones, there are challenges in defining the boundary between public and private domains. To its businesses and residents, the transformation had both pros and cons. During the construction process, coordination with businesses, design team, and local residents was actively undertaken to resolve the unexpected issues. Summarizing the experiences above, future commercial district organizations can also adopt methods like organizing consensus workshop or establishing communication platform to facilitate cooperation among all parties, ensuring smooth promotion of the development of the commercial district.

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商圈設計指引成果專冊

商 圈 美 學 設 計 加 值 是 改 變 的 起 點， 希 望 藉 由 今 年 的 執 行 經 驗 分 享， 能 夠 為 那 些 與 我 們 一 樣 渴 望 商 圈 展 現 新 樣 貌 的 相 關 單 位、 協 會 及 店 家 提 供 不 同 的 觀 點 與 執 行 指 引 方 向 ，一同向更好的商圈持續邁進。 The Aesthetic & Design-Driven Commercial District Project serves as the starting point for transformation. Through sharing this year ’s execution experiences, we hope to offer different perspectives and execution directions to relevant agencies, associations, and businesses, who, like us, are eager to see their commercial districts take on a new image, continually moving towards a better commercial district together.

Design Guidelines for Commercial District

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附錄

空白清單

工具｜商圈現況與需求評估表

●

商圈形象 現況評估

項目

需求說明

商圈品牌

商圈 Logo

○有

○無

入口意象

識別性

○高

○低

自然景觀

○有

○無

人文景觀

○有

○無

歷史故事

○有

○無

景觀特色

其他 __________ 環境整潔

●

○ 明亮整齊 ○ 陰暗雜亂 ○ 其他狀態 __________

店家形象 項目

現況評估

經營年份

○ 5 年內 ○ 20 年以內 ○ 20 年以上 整體風格 ○ 傳統懷舊

空間氛圍

需求說明

○ 現代創新

招牌新舊 ○ 完整易識別 ○ 破損模糊 其他 __________

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特色商品

○有

○無

休憩空間

○有

○無

商圈設計指引成果專冊

●

服務體驗 項目

現況評估

導覽地圖

指引標示

需求說明 ○有

○無

動線指引牌

○有

○無

店家指引牌

○有

○無

歷史介紹

○有

○無

代表識別物

○有

○無

其他 __________ 店家營業 時段

●

○ 上午 ○ 下午 ○ 晚上 ○ 半夜 ○ 僅假日 ○ 僅平日 ○ 假日及平日

公共場域 項目

休憩空間 設施

需求說明

現況說明 公共座椅

○有

○無

垃圾桶

○有

○無

公廁

○有

○無

○是

○否

其他 __________ 搭配商圈活動更換 街道裝飾

○ 完整 ○ 需翻新

固定裝飾 其他 __________

行走空間

公園

○是

○否

廣場

○是

○否

交誼廳

○是

○否

其他 __________

Design Guidelines for Commercial District

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商圈設計指引成果專冊