Capitaland raffles city
Revitalising a city's historical past
Overview
SHOWSUITE STRATEGY & DESIGN
PLACEMAKING STRATEGY
SPATIAL NARRATIVES
INTERACTIVE & MULTI-MEDIA STORYBOARDING
CONTENT & MESSAGING DEVELOPMENT
MARKET & CULTURAL RESEARCH
VISITOR JOURNEY
Embracing the future for China's tallest residential development.
Revitalising a city's historical past while embracing its modern future is no small feat, but that was exactly the challenge presented to us when we were tasked with designing the showsuite content and design for Capitaland's Raffles City development in Chongqing, China.
Located at the confluence of two major rivers, Jialing and Yangtze, on the site of the ancient imperial city gate, this development serves as a symbol of regeneration for Chongqing.
The objective of delivering a message of excitement, forward thinking sophistication and quality of life. To accomplish this, we crafted a multi-sensory experience that takes visitors on a journey through the city's rich culture and history as well as the retail and residential components of the integrated development. Inspired by the sailing theme adopted by the architect, we devised an experience that would direct the visitor seamlessly from one area to the next, as if navigating a series of contoured maritime landscapes.
Taking inspiration from the architect's sailing theme, we devised an experience that would direct the visitor seamlessly from one area to the next, as if navigating a series of contoured maritime landscapes.
ANCHORING A VISION FOR THE FUTURE
Mapping out the entire guest experience, the journey begins In the holding area where the warm and cold colour tones of the carpet harmonize with the sinuous pattern on the relief wall — a visual expression of the confluence of Yangtze and Jialing rivers.
It then starts with an introduction to the developer, Capitaland, after which visitors access a deck-inspired space to watch a video showcasing Raffles City’s lifestyle. An impressively large scale architectural model of the development is then dramatically revealed in a synchronized sequence with the video rendering of the city’s coastal skyline, as it progresses from day to night.
The next part of the journey takes visitors through a spatial interpretation of the shopping mall. Curved features, timber and porthole-inspired elements are reminiscent of a ship’s hull interior. A detailed model introduces the retail development’s master-planning, while animated projections around the room bring on the dynamic and entertaining atmosphere of the mall.
To introduce the residential towers, as well as the Crystal – a 300m-long horizontal skyscraper 250m above ground - we came up with a whimsical narrative of sailing in the sky, expressed with free-flowing curves and airy patterns. The journey ends with a space for conversation, facing the city’s water skyline, a symbolic suggestion that the development is ready to ‘set sail’ into the future.
Creative
Our design incorporated curved features, timber, and porthole-inspired elements, evocative of a ship's hull interior. A sweeping, fluid visual language capturing the essence of the confluence of the Yangtze and Jialing rivers, imbuing the space with a visceral feeling.
WHERE LIVES MERGE
At the heart of our project was our commitment to creating an unforgettable experience for visitors. We knew how important it was to have a clear and focused message that would allow people to fully immerse themselves in the idea of living there.
To bring our vision to life, we created a dynamic visual system that was both flexible and adaptable, allowing us to maintain consistency and impact across all touchpoints. We carefully selected natural materials, earthy tones, and fluid details to create a cohesive and engaging experience for visitors. Our messaging, 'Where Lives Merge', perfectly captured the essence of the project, conveying our core message in a concise and memorable way. By combining our stunning visual system with our powerful messaging, we were able to create an immersive and unforgettable experience for visitors, one that truly showcased the unique qualities of the project.
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Activation
A vibrant ecosystem emerged, consisting of interactive media displays, retail and residential showsuites, as well as print, audio, and video collaterals. These elements were seamlessly woven together to create an emotionally compelling story of the region.
CREATIVE LEAD:
Kafai Mak, Creative Direction, Strategy & Art Direction
CREATIVE TEAM & PRODUCTION:
Marc & Chantal
