We like to label things, pioneers, experiments, rebellions... This kind of label, which is judged based on internal experience, may only be for the convenience of presenting the overall appearance of things, and does not really conform to facts and imagination.
Some people like to gain a sense of identity through labels, while some people refuse to be defined, just like Zheng Junhua, the founder of Zhenpin Space Design, there is no label and is not defined.
In 2022, the design company that has been entrepreneurial for 12 years but has always been low-key has reached the first reincarnation intersection, and this year, for Zheng Junhua, it may be like a two-sided Yanus god, both towards the future and looking back at the past.
Zheng Junhua
Founding Partner/General Manager of Shenzhen Zhenpin Design Consulting Co., Ltd
Senior Interior Architect/Senior Engineer
Director of Shenzhen Interior Designers Association
Executive Vice President of The Marketing Planning and Design Industry Branch of the Real Estate EMBA Alumni Association of Sun Yat-sen University
In the industry for more than 20 years, Zheng Junhua has been deeply engaged in interior design, soft decoration and other professional fields, and is good at providing customers with integrated design solutions. Its design focuses on the study of space details, space cross-border and the breakthrough of new thinking, with solving practical problems as the priority, landing effect as the top priority, taking the experience of space users as the measurement standard, and integrating into the whole process of space design, bringing practical value to customers.
01
Design the sweeping monks behind the scenes
In 2010, Zhenpin Space Design was established, under the opportunity of inadvertent willow insertion, Zhenpin Space Design became a real estate project cooperation unit of Sichuan Hope Group, hoping that party A of the Group would appreciate the design attitude of Zheng Junhua's team, from hard decoration to soft decoration, from real estate model room to hotel. They built trust and achieved common goals like comrades in the trenches, and the best of them began to cultivate the southwest region.
In 2013, Disney's Tomorrowland Theme Park project made the initial nameless character enter the international vision, from real estate projects to public construction projects, from multi-format development to a number of cooperation with overseas enterprises, Zheng Junhua's scarce altruism has gradually opened up the pattern for the best.
In order to better understand customer needs and provide services more effectively, in recent years, Zheng Junhua's itinerary has been densely recorded on the itinerary, from Guangzhou to Sichuan, Henan, Inner Mongolia, Shanghai... From Yunnan to Cambodia, there are as many as 557 air trips alone, of which the same-day round-trip and multi-threaded flights account for a considerable proportion.
And this is just Zheng Junhua's daily life.
Since its establishment, the pace of zhenpin has been solid and firm, and not taking risks and not greedy for more is the operating principle that Zheng Junhua adheres to. From large hotels to tens of thousands of square meters to small to more than 20 square meters of model rooms, zhenpin has taken a different path in design.
- Juli Yunduhui Life Experience Hall -
- Juli Yunduhui Model House Type B -
Although there are many achievements praised by the outside world, Zheng Junhua has always been hidden behind the scenes, unwilling to carry out unnecessary socializing and socializing for fame and fortune. In addition to project management, Zheng Junhua prefers to draw mind maps with the team, comb through the company, customers, and market status with employees, and the best company culture is to let everyone who has ever been here grow.
He is like a sweeping monk-like character in Jin Yong's novel, seemingly unassuming but with deep internal strength, and every move is the result of personal cultivation and time. When asked when designers and design firms are hidden behind the scenes, is it a shame not to have a label that is vivid and quick to remember? Zheng Junhua said frankly that the space is created for the user, and the designer should clarify his position and always hold the heart of service and perfection.
Yes, a space created for the user should not leave its own shadow and selfishness.
In his view, the company's highest honor must be from the recognition and evaluation of Party A, in the most conspicuous place of his company is a row of Party A stamped certification thank you letter, this thin piece of paper in Zheng Junhua's heart but heavier than Taishan, this is the return and proof of sincerity and sweat.
Today, Zhenpin not only has long-term and stable cooperation with COFCO, Hope Group, Vanke, R&F, Kangqiao, Country Garden Domestic Real Estate Group, construction investment, SDIC and other state-owned enterprises, but also has established project cooperation with many overseas enterprises such as French Wenyue Hotel, Singapore Changyi Group, Thailand PIA and so on.
- Chongqing Wenyue (France) City Resort -
This ostensibly unknown sweeping monk has become a legend of the jianghu that never walked the rivers and lakes.
02
One Thousand and One Nights with Super IP
Who are the women who will become phenomenal in 2021? Disney doll Linga Belle is not to be tolerated. The new top stream who enjoys the treatment of the rice circle on Weibo and has become a WeChat meme from the hot search of Weibo to the weChat meme not only makes people marvel at the star-making ability of Disney's super IP, but also makes more people understand that Disney has been imitated and has never been surpassed.
What's behind Disneyland, where even the leaves have to be swept into the shape of a Mickey? 100% of the dream experience is of course inseparable from 200% design, operation, management, service...
- Shanghai DisneyLand Of Tomorrow -
In 2013, Zheng Junhua, who had just started his business for three years, received an olive branch from Shanghai Disneyland.
In the face of the dream project of Tomorrowland, at first Zheng Junhua felt uneasy, one is that Disney's project type has never been contacted, the other is that Disney is demanding, the technology involved is complex, whether a fledgling company like Zhenpin can be competent, Zheng Junhua has no bottom in his heart, repeated struggles, and desires to overcome the uneasiness.
At that time, it coincided with the National Day holiday, when various photo contests in the circle of friends were staged in turn, Zheng Junhua locked himself in his room and studied pictures day and night. Until the first meeting of the project, Zheng Junhua could not find a suitable box, pulled a small trailer for buying vegetables, filled a cart of materials and went.
In front of the team and peers of Party A in suits and shoes, the informal Zheng Junhua answered the questions thrown by Party A like a stream, calmly coped with some overlooked small details, passed the hurdle, and finally conquered the Disney management team with professionalism.
This seems to be a dream start, but in the next three years, Zheng Junhua and the team's life is not "good".
Zheng Junhua has seen the strong management and design capabilities of foreign companies, Disney has a very professional third-party management company, Party A has little authority in design and construction, and even takes the initiative to take responsibility when there is a problem. To what extent is the foreign team rigorous or rigorous? The drawings handed in by Zheng Junhua must be reviewed at least four times, and the test of the construction sample of a cement road leading to the happy stage has been done more than a dozen times, and each process, each process, and each material will be implemented in a large area after repeated experiments, even the most inconspicuous details.
In the past three years, Zheng Junhua led the team to devote themselves to being repeatedly "tortured", from 3D modeling to BIM rehearsal, from non-standard process implementation to amusement equipment entry, after more than a thousand days and nights, the best product finally handed in the perfect answer, contributing its own modest efforts to the super paradise of extraordinary experience.
Sometimes things don't change, they just change the angle and way of looking at the problem. After this battle, Zheng Junhua cleared the fog, found his own positioning, and regarded the project as a process of constantly creating "adventures".
03
Step by step for the camp to activate the space vitality
In the cognition of the best product, the user always precedes Party A, but in fact, thinking about the problem from the perspective of Party A is also a must for the best product.
"We always communicate with customers when Party A is ready for planning and design, clarify the basic functional layout and space size, space level, scope of the lower plate, etc., and consider the space circulation line, the setting of personnel positions, etc. from the perspective of operation, so as to reduce the transformation cost caused by secondary decoration as much as possible." From lighting, electromechanical to soft decoration, even if Party A is not prepared for this cost, we will still help him make a complete plan, because I know the importance of the integrity of a project. ”
Zheng Junhua understands that when enough understanding of the project, the designer is actually like opening the perspective of the all-knowing and all-powerful God, and every step in the future is like a chess game step by step, and the foothold is always in the most correct cross line. In terms of design, he prefers the steadfastness of each step to the hesitation of each step.
Compared with more designs with visual impact, the best products led by Zheng Junhua focus more on solving practical problems, advocating simplicity and moderation.
For residential design, Zheng Junhua summed up his understanding in eight words: wind and sunshine, warm and comfortable.
He accurately summarizes the most simple design concept with plain words, the purpose of residential design is to build a benign relationship between man and space and nature, lighting, ventilation, layout, temperature, the construction of the residence needs to pay attention to countless factors and details.
Taking the Yunnan 1700㎡ villa project as an example, the entire east and west sides of the building are set up with sunken gardens, the advantage of this design is that no matter the sunrise or sunset, the sun and the wind can run into the original dark and closed basement, which in the most natural way, vividly present people and things, activate the vitality of space, not only Zheng Junhua's innovation of the subtleties of human settlements, but also the greatest tribute to life.
- Vanke Kunming Baisha Runyuan Detached Villa -
When talking about the topic of "innovation", Zheng Junhua also believes that "innovation is not a process of blindly seeking innovation and playing cool, but adhering to pragmatism, dialectical analysis of the development and changes of things by capturing the potential needs of users, and finally visualizing self-experience and other experiences."
For example, the living habits of modern families have changed, many couples will choose a more independent separate living, how to give a new pattern of housing, is also a practical innovation.
Some designers like "self-hi-style", only know the pursuit of their own value but ignore the real users behind, Zheng Junhua clearly knows that Party A has its own needs, and believes that design is innovating at the same time for market demand and customer service, "Good design is definitely not to please Party A or show personality, the most important thing is to meet the needs of the audience." ”
"Don't take yourself too seriously, weaken yourself appropriately, and don't be too self-righteous." This is Zheng Junhua's admonition to himself and his consistent design attitude.
- Yiwu Beijing Collaborative Innovation Yiwu Smart Park Industrial Center -
Under the leadership of Zheng Junhua, Zhenpin has continuously broken through the design concept of existing thinking, and gradually made Zhenpin a design company that "realizes the value of space with design and activates the vitality of space", and its business covers real estate, luxury housing, commercial office, hotel catering and many other fields. "For me, these projects are the same, all in the room, for people's living, life and activities, but the format is different, but in different formats of the cruising shuttle, so that we can bring the warmth and life of the private bedroom to the hotel room, and at the same time can bring the sophistication and function of the hotel room to the private bedroom."
Nowadays, Zhenpin has developed towards a variety of formats in an all-round way, with business areas covering real estate, luxury housing, commercial office, hotel catering, etc., and has formed three unique advantages under the precipitation of 12 years of deep cultivation - "strategic thinking, problem solving", "system efficiency, full control", "design for people, seeking new".
At present, Zhenpin is working hard to replace the design, as always, to explore and practice. With the SKetchUp full rehearsal, the actual landing needs to be repeatedly deduced, and there are too many depths of professional and complex technology in its hidden timeline. Zheng Junhua said that he may not be able to fully implement the concept when he really lands, but Zhenpin has long realized the importance of adapting to changes and doing a good job, maintaining a keen sense and observation of society and the market, continuous and frequent interaction and communication with customers, keeping up with and trying to surpass the development of modern technology, which is the way for Zhenpin to win in the future.
Interview Notes: From the perspective of the work, you can't find a style system of its own school; from the company level, you can't find a distinct flag and label, but as long as you walk into a touch, you can find the best product hidden in its intricate veins and continuous development plot, silently to do a good job of design is the result of Zheng Junhua's personality, when the solidified label no longer becomes the standard of design, how can you be an unsung hero, slowly fast forward, for customers, for yourself, for the industry!
Founded in 2010, Zhenpin Space Design has a special Grade A qualification for architectural decoration engineering design, focusing on providing real estate, commercial and public construction customers with integrated solutions for architectural consultants, interior design, soft decoration furnishings, and high-end boutique projects, and is a professional design institution that serves customers in an all-round way.
To realize the value of space with design, activate the vitality of space, and firmly believe that design is rational and systematic. In the design, we try to combine design creativity, user experience, and customer demands, fully respect regional culture and traditional craftsmanship, and integrate them into the spatial narrative through aesthetics and design, constituting a unique experience of the entire project. In addition, we fully consider the project positioning, natural philosophy and the continuation of the context, and break through the boundaries to explore the connection between the interior space of the building and avant-garde art, popular culture, oriental temperament, and future technology, and the infinite extensibility of the practice space: elegant and light luxury.