Shanghai, as a city rich in history and culture, has always been at the forefront of urban renewal and heritage preservation. Rockbund stands as a model example of this great effort. A unique block located at the edge of the Bund and famous for it British art deco architecture, Rockbund has undergone 17 years of meticulous restoration of its 11 heritage buildings. Today, Rockbund has become more than an architectural timepiece, it’s grown as a culture hosting a continuous stream of niche events, innovative retail experiences, and artistic exhibitions, earning its status as a key cultural landmark in Shanghai.
Yet only a few years ago, Rockbund was little more than a picturesque backdrop for wedding photography. A lack of clear brand direction meant it struggled to engage with Shanghai’s rising creative class. To change this, Rockbund partnered with JWDK on a full-scale rebranding, developing a systematic brand framework that redefined its identity and positioned it as a place of creativity and innovation.
2006
Field research 2021
Pioneering the fringe
At the heart of the rebrand lies the concept of “Fringe”. Rockbund Fringe expresses the district’s role as a platform on the edge of the mainstream, a space where new trends are tested and creative experiences challenge, educate and inspire. It reframes Rockbund not only as a heritage site but also as a catalyst for cultural experimentation
To embed this spirit, JWDK led visioning workshops with Rockbund’s tenants, exploring how the brand could foster a future-facing culture. These dialogues strengthened ties between stakeholders and enriched the visitor experience, making Rockbund increasingly relevant and irreplaceable.
Visually, the new identity draws inspiration from the geometric strength of Rockbund’s Art Deco architecture with fluid, organic lines, creating a brand language that balances historical gravitas with contemporary energy.
Where architecture inspires life
Visitors today encounter a carefully curated mix of retail, culture and community. Between heritage façades, public spaces open into moments of quiet inspiration or playful activation.
©ROCKBUND
©蜉蝣在游
©冰镇西瓜sama
©ITISZEYU
©ROCKBUND
©ROCKBUND
Seasonal festivals and pop-ups animate the site throughout the year, including RAMA, the biannual architecture festival developed with JWDK. With Sir David Chipperfield as art director, RAMA invites audiences to rethink how public space shapes urban life, establishing Rockbund as both a guardian of history and a pioneer of Shanghai’s cultural future.
©ROCKBUND
©ROCKBUND
RAMA 2023©Kelly 姚大力
RAMA 2023©ROCKBUND
RAMA 2023©ROCKBUND
RAMA 2023©ROCKBUND
RAMA 2025 ©禾野寻茶
RAMA 2025 ©静小婧Jing
RAMA 2025 ©静小婧Jing
RAMA 2025 ©禾野寻茶
RAMA 2025 ©赖皮羊的摄影小作坊
