Heritage renewal projects play a vital role in preserving the authentic character of Shanghai’s urban fabric. EKA·Tianwu is one such project: an eclectic cluster of Constructivist and Art Deco-style buildings, once the site of a bustling shipyard. Ready for transformation, the project set out to preserve this history while reimagining the site as a destination for the future.
Located in Pudong, EKA·Tianwu was envisioned as a vibrant cultural and social hub that could inject new energy into the community. Yet its relatively isolated location presented challenges in attracting visitors and businesses. To address this, Shanghai Jiayun Investment partnered with JWDK to build a compelling place brand, giving the project a clear positioning and narrative to inspire stakeholders, strengthen leasing and guide long-term activation.
©Su Shengliang
Curating for character
With more than 30 architecturally diverse buildings and a network of walkable streets, EKA·Tianwu had the foundations to stand apart from conventional commercial districts. JWDK’s on-the-ground research, supported by insights from its place visioning workshop, revealed opportunities to create a distinctive retail mix and visitor experience that would avoid the predictable. By defining the place values and purpose, leasing teams could focus on attracting innovative partners who would bring character and diversity to the site.
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PlaceLab in action
Although the long-term ambition for EKA·Tianwu was clear to its owners, the narrative had yet to be embraced by the operational teams. JWDK’s bespoke PlaceLab workshop united designers, planners, marketers, leasing managers and operators to establish a shared vision. This process uncovered the true potential of EKA·Tianwu as a lifestyle destination and inspired teams to create an aspirational new address for Shanghai’s creative generation.
A place for change-makers
EKA·Tianwu’s positioning as a sanctuary of urban cultural trends invites artisans, businesses and brands to join its community of innovators. The name EKA — representing Exploration, Knowledge and Aesthetics — signals a journey through fashion, food, design and culture. Constantly evolving with the seasons, it offers fresh products, styles and experiences that speak directly to change-makers and trendsetters.
The brand identity reflects this spirit of creativity. The logo, designed as a maker’s mark, symbolises craftsmanship and artistry. Its nautical compass form recalls the site’s shipyard history, with eight points representing the project’s lifestyle dimensions: architecture, home, culture, cuisine, studio, travel, outdoors and style. Supported by building silhouettes, the wider toolkit connects the architecture with a contemporary lifestyle aesthetic.
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Impact and influence
Within six months of opening, nearly one million visitors had explored EKA·Tianwu, with annual footfall soon exceeding two million. The impact on the surrounding property market was immediate, with residential values rising 27% above the Pudong average, underscoring its role as a new landmark. Signature events such as the 520 Alter Festival attracted thousands, while a growing roster of acclaimed restaurants and brands cemented EKA·Tianwu as one of Shanghai’s most exciting new cultural destinations.
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