不可救药的乐观主义者 | 致敬时代浪潮下的筑梦者：李方悦

 引言 > > 

改革开放以后，房地产经历了数代的更迭；尤其在2010年以后，地产设计进入到一个质变期。品质上的质变期影响了行业从规划、设计、建设、管理获得了举世瞩目的成就，设计行业借着东风起势，开放性地学习到各行各业的先进经验，把中国的地产设计事业推向新的一个高峰。

——地建师致敬 时代浪潮下的筑梦者

NO.008

不可救药的乐观主义者

视频采访/ 地建师DJSER.com

图文/ 地建师DJSER.com

采访嘉宾：李方悦 | 奥雅设计联合创始人、董事总经理、洛嘉儿童空间品牌创始人。

1 ·.     

博大为“奥” | 艺术为“雅”

奥雅设计，奥是博大精深的奥，它代表了企业文化和思想；雅是形式和美。奥雅每个作品都是结合文化、形式和美，这就是奥雅背后的含义。

L&A, which is Aoya in Chinese. Ao means wonder. It represents culture and thought. Ya means form and beauty. Each of our works is a combination of culture and beauty. The form of the work and the content behind it combine together, is the meaning behind L&A.

1999年是中国房地产发展的起步阶段，奥雅在香港创立了。从四五人规模发展为全国有十四五家分公司来看，奥雅算是比较大型的、综合性的规划设计机构了。在奥雅发展过程中还是有比较标志性的成长经历，就是当每一次遇到市场下调时，公司但凡扛过了考验，规模便又会增长。现在回想起来会觉得“轻舟已过万重山”。

L&A was initiated in Hongkong, China in 1999. That time，China was at the initial stage of real estate development. In the north of Hongkong, our company has grown from 4 employees to 14 branches. L&A is quite a large, comprehensive planning and design institution.It is iconic during the development of L&A that once the market goes down. After having been through some trials, the scale of L&A was in a big increase.Now looking back, we feel that skiff has left thousands of mountains far away. 

中国民营企业家目前都是腹背受敌、任重道远的状态。也可理解成中国的经济还在发展，体制方面还有很多矛盾的地方。即便如此，你仍需去面对自己的企业，去解决问题。面对这样的情况我们想过放弃，最好是把企业直接交给国家不管了。但是一想到这么多员工还在这里，他们也有家庭，并不是想放弃就能放弃的。况且还有很多人对我们赋予信任和期望，也正是他们的感情和责任使我们没有真正离开，一直坚持到了今天。在奥雅，我们一直有很强的价值驱动——希望为社会做一点事情，然后这个世界因为我们的存在而更美好。

The state of a private entrepreneur in China is in a dilemma and under great pressure. It is understandable that China's economy is still developing. There are many conflicting aspects of the system. Even that, you still need to face these problems, and solve them. So, we definitely want to give up. And want to hand over the enterprise to the state. However, considering our employees including their family. It's not our own decision, there are a lot of people who trust and expect you. It is the sense of responsibility that keeps us not leaving and holding on till today. L&A always has a strong value drive. You want to do something for society, and the world will be a better place because of our contribution.

2 ·.    

商业模式 | 赋能设计

我喜欢设计以及设计为这个世界所带来的美好和创造的价值。其实我并不是设计师出身，我进入这个行业是希望带来一些比较独特的东西——价值感，包括商业模式给设计赋能实现美好的东西。设计可以成为一支力量，并且是一个经济的力量、商业的力量，可以为社会创造更大的价值。

I like design, and enjoy the beauty and value that design brings to the world. Actually, I'm not a designer. I think about getting into this industry will bring something unique, which is a sense of value including a business model, to give him the ability to achieve good things. It can be a force, an economic force, an industrial force, to create greater value for our society.

3 ·.    

二次创业 | 曲折坎坷

2002年，我还在媒体行业工作。大家都在一个办公室办公，经常有员工找到我，寻求一些管理上的一些帮助。最开始的时候，其实我的心态就仅仅是帮帮忙，毕竟是自己的先生的事情，但没想到这么一帮就帮到今天。我经常说景观行业是个沼泽地，一脚陷进去还没拔出来，然后另外一脚也陷进去，沦陷至今。

In 2002, when I was working in the media industry. We work in the same office, and the staff will come to me for some management help. At the beginning, my mentality is to help them as possible as I can because it is my husband's business, I didn't expect to help them until now. It is often said that the landscape is a swamp. One foot went in and didn't come out after that, the other foot is also in, up till now.

2002年到2012年期间，我不断的想把脚拔出沼泽地。所以在这期间我创业两次，第1次开了餐馆，经营还可以，但很不幸两个月的时候一场洪水淹没了所有。第2次是2012年，我创立了洛嘉品牌，当时做的其实并不是儿童的活动空间，只是一心想离开奥雅，离开这片沼泽地。半年后，发现我进入了永远不可能盈利的，在我可见范围内增长的领域。最终花了半年的时间，然后又暂时放弃了。

From 2002 to 2012, it was a process of trying to pull the foot out. In this process, I started my own business twice and opened a restaurant for the first time. The restaurant is running well. But two months later there was a flood and it was flooded. In 2012, V-onderland was founded, which was not a children's activity space, but just wanted to leave L&A. Half a year later, I found that I had entered a field that would never be profitable, I spent half a year on it and then temporarily gave up.

4 ·.    

重塑洛嘉 | 活化非遗

关掉洛嘉，重新回到了奥雅。这个时候你会突然发现，似乎找到了自己，在这个行业中找到了属于自己的角色，这个行业也开始认可你的存在，众里寻他千百度，暮然回首，那人就在灯火阑珊处。我的事业就在这里，我的公司就在这里，这一路走来做的所有的事情，其实都成就了今天的自己。

It was until 2012 that I shut down V-onderland and went back to L&A. Suddenly, you will find that you seem to have found yourself. n this industry, I find my own role, and the industry has begun to recognize your existence. As time went by, was always finding the role appropriate for me. But suddenly, I found my own role in L&A. y career is here, y company is here, and everything you've done along the way as made you who you are today.

2014年，我们突然又想到可以把洛嘉再复苏，把它变成一个专门做儿童的互动空间的创意儿童活动的品牌。

It was until 2014, that we suddenly thought we could actually resurrect V-onderland and turn it into brand of creative children's activities for children's interactive space,

唐山皮影主题乐园是洛嘉儿童对非物质文化遗产的全新尝试。我们第一次用中国的非物质文化遗产为主题来打造主题乐园。大家一说到主题乐园，就想到迪斯尼、环球影城、骑乘设备、翻滚过山车，从来没有把中国皮影作为一个乐园主题。中国有多少非遗，我们便会一路做下去，风筝、傩面具、木偶等，这就是把文化活化了。为了把非动力的主题乐园转变成可运营模式，项目投资两个亿，耗时十个月最终把一期二期都建成，我们都觉得这是一件非常有成就感的事。

Tangshan shadow puppetry theme park is a new attempt to the intangible cultural heritage of V-onderland. For the first time, we created a theme park with China's intangible cultural heritage as the theme. When you think of a theme park, you will be associated with Disney, universal studios, rides, roller coasters. It has never been said that Chinese shadow puppetry was used as a theme park. China has so many intangible cultural heritages, and we will keep our mind. Kite, mask, puppet and other aspects. In fact, it is a process of cultural activation. Non-dynamic theme parks make it an operational model.

园区开园时我全程都在，看到人流涌动，大家进来都表现出非常的喜欢，包括内在的文化元素也会令人很熟悉很喜欢。这是自己文化中的东西，和西方的还是不一样的。看到大人带着孩子笑容洋溢，幸福感满满。如果有机会再做，我会把项目做得更美更强，文化更自信，我国的传统和文化传承是每一个中国人的自豪与骄傲。

The project invested RMB 2 billion. We built the first and second phase in ten months. We all felt it was a very fulfilling thing. In the May Day, after the completion of the second phase, there is a more complete presentation. The day we open the park, I was here the whole day, I saw the crowds. The citizens come into the theme park, they appreciate it, including the cultural elements. They feel very familiar with these elements. It's something only exist in our culture, and it’s different from western culture. I was thrilled to see the satisfaction of the children and their families. If I had the chance to do it again, I would make it more beautiful and stronger. After all, the traditional Chinese culture is worth our pride. Being a Chinese is indeed a glorious and proud thing.

洛嘉儿童乐园

5 ·.    

我是一个不可救药的乐观主义者。

我们每个人，每天都在路上。这一路走来，非常有感触，从想法 ——设想——战略——思路——现实；从一个人的想法成为一群人的一个想法，尤其最终成为现实是一件非常有协同力的事情，也是很美好的事。

Everyone is on the way; it is a very touching process. The process starts with an idea, a strategy, an imagination and then becomes a reality. From one person's idea to a group of people's ideas, especially it becomes a reality is a very collaborative and enjoyable thing.

我是一个不可救药的乐观主义者。

I am an incurable optimist.

我总是对未来充满了信心和乐观，就觉得未来会更美好。

I am always full of confidence and optimism for the future, thinking that the future will be better. 

我希望去做这样的一个人。

I want to be such a person.

 The End 

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