Dubbed the ‘Dream Cube’, the Shanghai Corporate Pavilion designed by ESI Design and Atelier FCJZ is a 40,000 sq ft public experience that uses advanced multimedia and building technologies to demonstrate a powerful message – through collaboration, the people of Shanghai can create a better city with better lives for everyone.
Rather than being designed from the outside-in like other Pavilions at the 2010 World Expo, the Dream Cube was designed from the visitor experience outwards, creating stunning, seamless synergies between the ‘exhibit’ and ‘architectural’ experiences. Edwin Schlossberg of ESI Design and architect Yung Ho Chang of Atelier FCJZ collaborated from the very beginning of the project, working hand-in-hand to create this innovative integrated experience.
The exterior of the Dream Cube is comprised of a 65 km long grid made from recycled plastic tubes, each spaced half a metre apart with coloured LEDs every ten inches, creating an incredibly unique 3D display surface.
Inside the Dream Cube, visitors enter a magical world where stories of Shanghai’s past, present and future unfold through their participation – from crowd-sourced images of Shanghai uploaded by the public at the pavilion’s website, to a 360-degree theatre experience where the visitors’ collective movements trigger changes to millions of LED lights on the Dream Cube’s façade.
The 3D lighting surface created one of the most beautiful, innovative and colourful building surfaces at the Expo, which was continually changing in response to visitor engagement and interaction. The design team collaborated to create hundreds of colourful templates, including a 10-minute light show that wowed visitors every night at sundown.
Experience Design: ESI Design
Architecture: Atelier FCJZ Architects / Professor Yung Ho Chang
Media Production: Spinifex Group
Lighting: Full Flood
Technology / Systems Integration: PRG
Exhibit Production: Shanghai Pico Exhibition Services Co. (China)