US-UBI: Winner of Architect of The Year Awards 2023. This project is a highly versatile space located in Putuo District, Shanghai, China, spearheaded by a government-owned enterprise. It serves primarily the professionals in the digital advertising industry. With the support of favorable policies and a strategic location, this space is set to become a focal point for the digital advertising industry, hosting renowned award ceremonies, attracting key enterprises, and nurturing specialized talent. It is the first digital advertising park in Shanghai’s central urban area.

The requirements related to soundproofing, views, daylighting, shade, and usage time varied for each floor, and the likelihood that these requirements would change in the future was high. We therefore d

In this space, there is a seamless integration between virtual and physical realms. The virtual space represents the information and data that underpin digital advertising, while the physical space refers to the tangible indoor environment. Through our design, we have achieved a harmonious symbiosis among the space users, the indoor environment, and the architectural space. This symbiotic relationship has the potential to enhance productivity, foster creativity, and encourage collaboration within the digital advertising industry.

The entire interior space presents a striking contrast, manifested through the interplay of spatial compression and expansion, as well as the use of black and white interface colors. The elevator hall is designed in pure black, with random combinations of the digits 0 and 1 intricately carved out of black aluminum panels. When combined with the light shining through the perforations, the elevator hall exudes a sense of mystery, reminiscent of the digital era and symbolizing data servers. Moving from the elevator hall into the foyer area, the space transforms instantly from a confined black environment into a pure white and open space, symbolizing the data emanating from the server and flowing into a broader expanse.

The conference room area exhibits multiple levels of transparency. Each meeting room features a distinct spatial scale and is enclosed using different levels of transparent glass. The meeting rooms located near the windows are enclosed with semi-transparent glass bricks, ensuring privacy for the users. On the other hand, the meeting rooms farther away from the windows are enclosed with transparent curved glass, providing ample natural light for the interior space.

This project’s elevator hall is an exceptionally innovative space where we aimed to embody a sense of purity. The final result is truly astonishing, as each interface within the elevator hall appears almost entirely black, complemented by a dynamic display of flowing 0s and 1s matrix that changes as people move. Within this space, we have created the spiritual totem of the digital advertising industry – a metaphorical representation of a data server.

Throughout the entire space, most interfaces are composed of gentle curves. For instance, the top design of the foyer, the reception desk, the background wall, the glass walls of the conference rooms, and the exteriors of the VIP room and multipurpose hall, all feature these graceful curves. These curvilinear forms create a soft and welcoming ambiance, perfectly harmonizing with the theme of “data flow” within the space.

The design and construction process of this project encountered several challenges, including accurately expressing the core theme of “digital advertising” and ensuring smooth progress during the COVID-19 pandemic. One significant challenge was achieving the unique lighting effect on the elevator hall’s wall background. We conducted numerous experiments and created various perforated aluminum panels to test their light transmission effects.

Ultimately, we meticulously controlled the form of the carved numbers on the aluminum panels, with some digits being fully perforated and others being partially hollowed (with only the font outlines perforated). By embedding lights behind the aluminum panels, we finally achieved the envisioned effect on the wall surface. The randomized matrix of numbers was genuinely achieved, with subtle variations as people moved through the space.

Throughout the design and construction process, we overcame difficulties by combining creativity with practicality, ensuring that the essence of “digital advertising” was effectively conveyed while adhering to safety protocols during the pandemic. The successful resolution of these challenges culminated in a remarkable space that embodies the spirit of the digital advertising industry and captivates visitors with its innovative and dynamic design.

Sustainability is a top priority in our design, and to achieve an environmentally friendly space, we have implemented various measures. For instance, we used eco-friendly fiberboard for wall decorations and applied environmentally friendly coatings for wall painting. In the multipurpose hall, we utilized GRG (Glass Fiber Reinforced Gypsum) material to create a series of door-like components arranged in sequence from front to back, creating a tunnel-like visual experience. This design serves not only an aesthetic purpose but also acts as a sunshade, blocking direct sunlight from penetrating the building’s glass curtain wall and ensuring a well-lit interior with natural light. This, in turn, reduces the burden on the air conditioning system.

By integrating sustainable materials and energy-efficient strategies into the design, we not only contribute to a greener environment but also promote a healthier and more comfortable indoor space for occupants. Our commitment to sustainability aligns with our mission to create a space that harmonizes with its surroundings while minimizing its ecological footprint.ecided to use a double skin that maintains a unified exterior appearance regardless of how rooms are being used or whether windows are open. We selected a mesh membrane that sways at high altitudes, can easily be rounded in all directions to allow for optimal sky-view ratios, and is porous to light and air.

Made of polyester fibers coated with PVC resin, the fireproof exterior mesh membrane blocks visibility from the outside while allowing those inside to see out. A solar reflectance rate of 33 percent lowers the air conditioning load by 28 percent. The membrane can be bent three-dimensionally, and because it is light and perforated, there is little structural stress from either the weight of the material itself or wind pressure. Because there is no danger related to the material falling to the ground, it is easy to replace and maintain and can be reused. The covid-19 pandemic has increased the appeal of facades such as this that enhance natural ventilation while maintaining privacy.

The form of the building takes into account the irregular lot shape, codes related to height and setback, and necessary elements such as emergency stairs, balconies, plumbing, and wiring as well as the need to express the company’s identity. We incorporated shapes inspired by various musical instruments, adjusted to maximize capacity. The mesh-covered façade evokes a speaker sending music into the neighborhood, transforming the building into a giant sign advertising the company inside.

Project Details
Firm
US-UBI

Architect
Bin Li

Project Name
Shanghai Digital Advertising Park Interior Design

Category
Office Building Built

Project Location
Shanghai

Team
Baiyao Liu, Lei Zhang, Rong Li

Country
China

Photography ©Credit
©Inter_mountain images

US-UBI is committed to crafting high-quality projects in the fields of planning, architecture, landscape, and interior design. In our creative process, we emphasize that architecture and space serve as diverse mediums, engaging in the lives of people and their interaction with the city. We seek a harmonious relationship between architecture and nature, uncovering the potential of each location. Using spatial design as a tool, we enhance natural landscapes, ultimately aiming to transcend the boundaries of nature.

Our studio is located in Shanghai, China, and our design projects are scattered across different regions in China.