PROJECT The Roof
The Roof is the latest addition of mixed-use developments to the affluent Xintiandi area of Shanghai. With unique architecture from Jean Nouvel and landscaping from ASPECT Studios, the property developer, Henderson Land, were keen to launch the project with an equally strong brand campaign. JWDK were commissioned to design the campaign icon and accompanying brand visuals.
Inspiration for the ‘re:mix’ concept came first from the presence of Shanghai’s culture at The Roof. The city’s modern culture is a product of the mishmash of western and eastern cultures, reflected in the striking architecture which also takes inspiration from Shanghai’s traditional lanes and ‘shikumen’ (stone gate) buildings.
Tracing the building’s facade into two distinct over-layer shapes created a container that the slogan and brand logo could be placed into. The crossing of the two lines serves as another link to the ‘re:mix’ concept.
A launch KV was designed including circular patterns with a colour gradient of red to green to match the distinctive red of the building and the green of the beautiful plants along each level of the building. The colours also reflect the youth and vitality of the digital age, making it more in line with the preferences of the Gen-Zers that Henderson Land want to bring into the space.
The Roof will be an oasis of nature and calm in the hustle and bustle of downtown Shanghai with tenants from fashion, media and the design industry paving the way for a new cultural destination. Since launching, the project has gained positive recognition from the property industry as well as attracting internet fame as the newest ‘网红打卡地’ (must-visit place).