SHANGHAI TOWER

Culture Identity

The Shanghai center is the landmark building in Shanghai, and the second highest building in Asia. Located in the core area of Pudong Lujiazui financial and Trade Zone, Shanghai center is a super high-rise building with functions of Commerce, office, hotel, business, entertainment and sightseeing. Its total height is 632 meters, with a total construction area of 578 thousand square meters. As the ending of the Lujiazui high rise building group, the "Shanghai center" has become an important carrier of Shanghai's financial services industry. It also brings together the most modern technology, fashion and cultural elements, representing the spiritual pursuit and cultural development of Shanghai's writing City, and has become an important window for the city to exchange and integrate with the world.



The completion of the Shanghai center is undoubtedly of milepost significance. In order to highlight its cultural charm, the Shanghai center has been collecting designs for the whole country, hoping to design hundreds of high-quality cultural derivatives in two months. A total of 10 design companies were selected to participate in the bidding, all of which were 4A advertising companies except derelab. After several rounds of evaluation, Derelab won the favor of Shanghai center with its strength and finally won the project.



We solve problems in the proposition of Shanghai center. Shanghai center is not only facing the masses of consumers, but also carries a certain amount of government power. Therefore, it is multi-dimensional and should have both cultural value and architectural value, as well as modern aesthetic value.



We thought about the scenario: there are hundreds of derivatives, which need different styles and identify unified ones. It looks like a family. Moreover, it should have urban significance and show architectural characteristics at the same time. It should also have the taste of new Chinese style and reflect the spirit of contemporary China. Finally, it has certain government power in it.



On the basis of grasping the design scene, we listed and refined a series of concept keywords. In other words, we slice the Shanghai center from different dimensions and analyze it. Through these keywords, we deduce four dimensions from a near to far perspective: the city of Vientiane, the heart of the center, the light of Shanghai and the ridge of flying dragon.



The city of Vientiane means that from the perspective of architecture itself, it is all inclusive and has multiple business forms. The heart of the center is that Lujiazui is the financial center of Shanghai, and the Shanghai center is located in the center of Lujiazui. The light of Shanghai means that as the tallest building in Asia, it is the most dazzling beam of light in the whole city. The ridge of the flying dragon is a place to see the whole of China. Finally, we translate the above information into design language. In the city of Vientiane, we have made a colorful design for the building itself; The heart of Shanghai, we use the method of composition to make the architecture stand in it; The light of Shanghai, we put the light of Lujiazui night into it; Flying Dragon Ridge, we use the eighty-one corners of Shanghai center to construct the concept.

上海中心是上海地标性建筑，亦是亚洲第一、世界第二高楼。坐落于浦东陆家嘴金融贸易区核心区，上海中心是一幢集商务、办公、酒店、商业、娱乐、观光等功能的超高层建筑，建筑总高度632米，总建筑面积57.8万平方米。作为陆家嘴核心区超高层建筑群的收官之作，“上海中心”不仅成为上海金融服务业的重要载体，还汇聚了最现代的科技、时尚、文化元素，代表上海书写城市的精神追求与文化发展脉络，成为城市对外交流、接轨世界的重要窗口。

上海中心的落成，无疑具有里程碑式的意义。为了彰显其文化魅力，上海中心面向全国征集设计方案，希望在两个月的时间内，设计出数百个优质的文化衍生品。总共有10家设计公司入选参加竞标，除Derelab外，全部是4A广告公司。经过多轮评审，Derelab凭实力赢得了上海中心的青睐，最终拿下了该项目。

我们针对上海中心的命题，进行解题。上海中心，不单纯是面对大众消费者，还承载着一定的政府力量。所以它是多维度的，应该兼有文化价值，建筑价值，同时要具有现代审美价值的。

我们进行了场景思考：几百个衍生品，它需要风格各异，同时识别统一的，看起来是一家人。并且，要有城市意义，同时展现建筑特色。它还要有新中式的味道，体现当代中国的精神。最后，它是有一定的政府力量在里面。

在把握了设计场景的基础上，我们罗列并提炼了一系列概念关键词。或者说，我们把上海中心从不同的维度去切片，然后进行分析。通过这些关键词，我们以由近及远的视角，推导出了四个维度：万象之城，中心之心，上海之光，飞龙之脊。

万象之城，指从建筑本身来看，它是包罗万象的，具有多元业态的。中心之心，是因为陆家嘴是上海的金融中心，而上海中心又位于陆家嘴的中心。上海之光，是指它作为亚洲第一高楼，是整个城市最耀眼的一束光。飞龙之脊，是将视野拉远到整个中国来看，它的一个位置。最后，我们将以上信息，转化为设计语言。万象之城，我们对建筑本身，做了一个色彩多元的设计；上海之心，我们用构成的方法，让建筑立在其中；上海之光，我们把陆家嘴夜晚的光芒置入其中；飞龙之脊，我们用上海中心八十一道的弯道去组构这个概念。

要在短短的两个月内，设计出数百个文化衍生品，对于任何一家设计公司，都是极大的挑战。Derelab的做法是，根据4个维度，制作了4本风格不一样的概念册。每一本册子里，我们都清楚地定义了字体、版式、包装尺寸大小比例，以及它们怎么应用到产出环境中。然后我们把这四个概念册，分发给不同的广告公司去制作周边衍生品。最终，在规定的两个月内完成所有工作，做出数百个衍生品。