Project overview
Vertical Immersive Architecture
Located in Shanghai's Hongqiao business district, this 7-story, 10,000 sqm building represents a new typology in immersive architecture — a vertical destination where each floor offers a distinct experiential world.
NeXT SCENE screened over 400 projects from its global experience database, engaging in multiple rounds of communication and discussion to ultimately select approximately 10 experiences across different formats, scales, and target demographics (families, youth, business professionals).
The building's architectural design features special treatment of floor height, spatial arrangement, and functional programming to meet modular construction requirements while creating a richly varied spatial experience. The audience encounters unexpected environments at every level — a typological innovation that has not yet been realized in any existing building.
Project Gallery
Content curation
Global Project Curation
From over 400 projects in the NeXT SCENE Global Experience Database, a meticulous multi-round selection process identified approximately 10 experiences spanning different formats and target demographics:
- Family-friendly —亲子 immersive entertainment and educational experiences
- Youth-oriented — Social, gaming, and nightlife experiences for Gen Z
- Business & premium — High-end dining, bars, and corporate event spaces
Our role
Services Provided
- Strategic positioning, planning, and research
- Global immersive content curation and copyright negotiation
- Immersive space concept design
- Immersive experience flow and technology selection
- Business model design