Project Info

  • Branding
  • Web & Interactive

Shanghai has a dual persona in almost every aspect of its DNA. There are art deco old historic buildings on one side of the bund, and across, ballroom dancers practicing their routines next to seniors practicing Taiji in the morning.

The identity has a reversible concept, aptly reflecting the architectural design intent of ‘inside out, outside in’. It also pays tribute to the Waterhouse as a former warehouse through its graphic profile. The built-in squares mimics the stacking and storage of cargo and goods.