Indigo

Showsuite for Swire Properties

Creating a showsuite is an exercise in the art of illusion, imagination and persuasion. For their second project in Beijing, Swire Properties asked us to bring that kind of magic to the design of a unique sales experience. Indigo is a mixed-use development, with retail, commercial and hotel components, located in the up and coming Jiangtai district in Beijing.

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The challenge

Swire Properties has a knack of choosing unexpected locations and turning them into vital urban cores with their integrated approach to development. After doing it in Hong Kong with Admiralty and Pacific Place, they aimed to repeat their success in the Jiangtai district of East Beijing with the Indigo development. Our challenge was to create a vision of the future, in what was then a rather drab neighbourhood.

Our Approach

One of the key features of the development is that it is connected to a large public park. Because the park was yet to be built at the opening of the showsuite, we designed a stand-alone pavilion to host the showsuite and surrounded it with greenery and landscaping. The green theme became our guiding principle for the development of the visitor journey.

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The side of the pavilion is surrounded by greenery and the entrance corridor leads to an immersive video room, where the connection between indoor and outdoor, which is at the core of the project concept, is emphasised.

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The design language of curves and natural tones references the interior architecture of the mall itself.

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After visitors are led through a set of models, mock-up rooms and interactive presentations, they end the visit in a suite with views of the greenery planted around the pavilion. The feeling is bright and warm, reminiscent of the winter garden within the mall, a central feature of the development.