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Redesigning the Beijing identity, targeting discerning young people
Photo: Nacása & Partners KAWANO Masato
Overview | The shopping center is located in the center of Beijing, approximately 1.2 km east of Tiananmen Square, in a location that could be considered the face of one of China's most historic commercial areas. This large commercial complex, with seven floors above ground and two below, has a commercial floor area of 78,000㎡ and is targeted at trend-conscious young people. It is the first of its kind to be operated by the “Wangfujing Group,” which operates traditional department stores and shopping malls in China that also house high-end brand shops. |
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Issues/Themes | To make this facility into a central location (symbol) for youth consumption in Beijing. To create a space that maximizes the potential of the open-ceiling design in order to encourage the flow of people to the 7th floor, which is the top floor. |
Space Solution/Realization | The design concept is "One Beijing Spirit, More Auspicious and Joyful Pictures." We sought to create an attractive space that would bring new colors to each floor and strike a chord with trend-conscious young people, who are our target demographic, by combining the five colors –blue, red, yellow, white, and black– of the “Five Directions and Five Elements,” which is a popular philosophy in China since ancient times and is one of the important factors in the urban formation of Beijing, with the “auspicious patterns” that have long been rooted in Beijing's vast and rich culture, redesigned in a modern style. |
Client | Wangfujing Group Co.,Ltd |
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Services Provided | Design, Layout |
Our Team | Design Direction: SENO Fumio Design, Layout: HU MIN, TSUBOI Takahiro, TAKAMURA Rina, YOSHIKOSHI Serina, LIU YUXIN, ZHENG XIFAN Project Management: MU ZHAOJIAN, LU HAITANG of Tansei Creative Design Co., Ltd. (Shanghai, P.R.China) |
Awards | NY Architectural Design Awards GOLD WINNER London Design Award PLATINUM WINNER |
Location | Beijing, China |
Open | December, 2023 |
Tag |
Creative Direction
SENO Fumio
The mall includes an array of spaces including specialty shops and other retail stores often found in commercial complexes, places of hospitality such as medical facilities, and business spaces, such as offices, show rooms, etc. Seno approached the project from many different angles and designed so as to bring out the most value the space could offer, resulting in rave reviews.
Main Achievements
*The shared information and details of the project is accurate as of the date they were posted. There may have been unannounced changes at a later date.
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