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International Commercial Center (ICC), Guangzhou
By : Graphia International Limited
GRANDS PRIX DU DESIGN – 17th edition
Discipline : Communication & Branding
Categories : Environmental Design / Signage : Bronze Certification
Guangzhou International Commercial Center (ICC) is situated at the heart of Guangzhou. The property is a mixed-use development consisting of a grade A office building, a retail center and a world class apartment building, bringing commercial, social life and daily life together seamlessly. The developer, Yuexiu Property, intends to grow the site under the six aspects of culture, information, knowledge, arts, expediency and execution. Architecture combines with community activities, making urban living and working a seamless experience..
Taking inspiration from the architectural façade, we created a series of facetted diamond cut forms, symbolizing the six aspects from the developer, as our base visual. By re-arranging the geometry of the diamond shape, we create feature surfaces that represent the ideals of the client and the shining stars from the sky.
We used materials sympathetic to the architectural environment – mirror-finish stainless steel plated with antique bronze color – to represent the glowing effects while maintaining a prestigious feel. To further emphasise this concept, water-proofed LED is mounted underneath these decorative panels; so that at night, the gleaming effects are more attractive visually. This design language is applied to all external signage including the totem, external signboard and the external directory.
The anchor tenant totem is designed to be charismatic and compelling, and to add a physical reinforcement to our facetted pattern. Diamonds shaped blocks are stacked together geometrically, with tenant’s information are fixed onto the surface of these blocks Bronze gold plated stainless steel and LED illumination add to the aesthetics.
For interior signage, we looked for more integration with the interiors. As opposite to the very geometrically shaped external signage, we adopt a softer, more linear curve for internal signage. Deriving the curved elements from the interior features, we created a series of signage that echoed the smooth curves and sinuous lines of the interiors.. For example, all floor mounted directory join the floor with elegant S-shaped stands and the ceiling-hung signage are similarly joined together by 2 curved stainless-steel plating to continue the dynamic and flow. The result is unity and harmony with interior design.
In the office building, the client wishes to present a competent, contemporary and premium image. The architectural images are presented with simple straight lines. The color black, white and grey are used to represent the sophisticated and exclusive image for the high-end office tower.
Collaboration
Communication & Branding : Graphia International Limited
