INS

Shanghai’s buzzing late night destination that’s Into Nothing Serious.

CLIENT

VSPN

PROJECT

INS (into nothing serious)

TYPE

PLACE BRANDING

SERVICES

RESEARCHPlace Brand StrategyNaming & CopywritingPlace Brand DesignPLACE EXPERIENCE DESIGN Place WAYFINDING

HUANGPUSHANGHAI

19k

PROJECT GFA19,000 sQm

24/7

NON-STOPentertainment

Shanghai never sleeps — its young generation is spoiled for choice with IP-driven theme parks, headline music events, underground parties and a kaleidoscope of bars and clubs. In such a crowded scene, standing out is no easy task. Yet INS (Into Nothing Serious), created by VSPN, has rapidly claimed its place as one of the city’s must-visit late-night destinations.

Sitting on the edge of Fuxing Park in central Shanghai, INS stretches across seven floors of pure nightlife energy. With bars, clubs and live events running until dawn, it represents VSPN’s first bold step beyond e-sports into a new kind of entertainment culture.

©INS新乐园

JWDK partnered with VSPN to shape INS into more than just another venue. While the VSPN team already had a clear sense of the experiences they wanted to offer, what they lacked was a compelling brand story — one that could connect emotionally with Shanghai’s ‘lying-flat’ generation. These are young people rejecting pressure and routine, searching instead for places where they can be spontaneous, unfiltered and free.

Extreme funAt its core, INS is about euphoria. It’s a release from the ordinary into a world of creativity, performance and boundless self-expression.

The tagline Into Nothing Serious captures this mindset. It speaks to the carefree confidence of Shanghai’s urban youth and signals the unexpected, unconventional experiences that await inside, where joy flows wild and unrestrained.

The logotype also carries this spirit: understated on the surface, but hinting at something daring beneath. It acts as a badge of belonging for those who embrace the INS attitude and is a clever play that mirrors the dopamine-charged energy hidden beneath a calm exterior.

James Harden at INS新乐园

Since its launch, INS has drawn more than three million visitors annually, joining the ranks of Shanghai’s top leisure destinations alongside Disney, Harry Potter and Legoland. Strong branding has anchored the project with a clear identity and communication platform, setting INS apart from the transactional patterns of the traditional night-time economy and positioning it as a cultural movement in its own right.