Following the completion of the Raffles City Chongqing retail showsuite, our team was appointed to develop a new experience, this time focused on the residential portion of the complex.
A narrative was needed, in order to facilitate the emotional connection between potential buyers and the bold new architectural environment. We aimed to create simple, direct messages, supported by a lively and memorable experience to showcase the local culture, and to promote the life style promise brought by Raffles City Chongqing.
We were keen to anchor the concept in the most valuable attributes of the development, those that give the project its shining, beacon-like image. We naturally took inspiration from The Crystal, the signature feature of the development, world’s tallest ‘horizontal skyscraper’, and host to the residents’ conservatory-style clubhouse. Building on the theme of a crystalline structure, we structured the narrative around the passage of light through a prism. The design takes guests on a journey through ‘Natural Light’ presenting Chongqing landscape, ‘Refraction’ illustrating the attributes of the project, and ‘Dispersion of Colours’, the lifestyle spectrum on which visitors can project themselves.