Time Square by nendo x NOMURA Co., Ltd.
Rebirth of Shanghai Times Square, a retail podium of total 53,200 square meters in Pudong, owned by China Resources Land Limited. The redevelopment has resulted in multiple-level of design elements reminiscent of a theatre across nine floors and two basement level.
It provides a whole experience that similar to a big theater greets you as you step upstairs through a space like a ticket booth or a foyer.
The original mall building had been much rebuilt and expanded upon, resulting in zigzagging traffic lines and exceedingly poor visibility through the building. While there were many atriums, their shape were not contributing to the sense of connection with the upper floors. The central ground floor passage has now been straightened and opened up by cleverly rearranging the atriums and elevators have been relocated.
This way, the upper floors have become visible to shoppers on the ground floor and hopefully lure them upstairs. The redevelopment has resulted in a layout which resembles a theatre, featuring different levels with different functions and facilities. Screens made of aluminum pipes were inspired by stage curtains draping over the building façade and atrium. An image mirroring the draping design was also applied on the main pillars and stone wall finish. An arch-shaped motif frames the front of a stage, the proscenium arch, and is actively applied to partitions, furniture, and even lighting in anticipation of an added softness and intimacy to the space. Box seating break areas protruding out to the atrium and a royal box-like VIP lounge were also added. From the food court evocative of a piano keyboard to a sundry shop floor with a spotlight motif, the interior is accordingly dotted with multiple design elements reminiscent of a theatre.
Theatres are usually designed so that the stage can be seen clearly from any seat, but the staircase here is also designed in consideration of the passing line of sight, and has succeeded in creating a high level of excursion that naturally attracts shoppers to the upper floors. In addition, visitors can feel as one of the actors on stage, appreciating numerous brands, products, and events at variety of rest spaces, POPUP/EVENT areas facing the atrium, which promote their experiential quality as well as longer stay time.
website: http://www.no-10.jp