Dream Center West Bund is a new site unit (under construction) located along the Huangpu River on the West Bund of Shanghai, with “Global Waterfront Landmark, Open Breathing Space” as its mission, and “Cultural and Entertainment Destination”, “One Store, One Art Museum”, “Celebration of the Industrial Heritage” and “7x24 Urban City Walk Block” as its spatial concept. The Project is aiming to become “a global waterfront travel destination.”
In order to show the future appearance of the project, negotiate business cooperation and provide the daily office needs of the project team during the construction period, a small public building with reflective mirrored facade on the north side of the project was transformed into a project showroom. Continuing the style of the exterior of the building, the interior of the space also applies a large number of silver materials with different textures, either reflective or matte, and the interior of the showroom is divided into different parts with clear functional modules through a structured design language.
Pocca was commissioned by Dream Center West Bund to design interior visual information for the newly renovated showroom. In this project, as the visual identity of the project had not been finalized by the start of the commission, Pocca used the overall interior design language of the showroom as the basis for the design – “shaping the visual form with textual content, stacking the fragments of the past and reality to create imaginable layers of information”, and integrating the urban history, culture, geography, project blueprint, and other relevant information into the space, forming an ordered whole.
In this way, text and image information of different levels, attributes and types are split and placed on suspended pages of different sizes and shapes, and then combined into individual information groups, which are set in different areas of the space in order of walking and reading. The overall color continues the “black, white and gray + orange” setting of the showroom, not to avoid the visual fatigue caused by the large area of orange, but only a little orange on the side of all the information modules, in order to brighten the visual experience when reading, but also to increase the interest of viewing from different angles in the room.