HANGZHOU TOWER 501

Set in the new commercial district of Hangzhou, China, Hangzhou Tower 501 brings together commercial offices, retail and residential. Spanning the lower six storeys, the 50,000m2 mall introduces a mix of retail, food and beverage, entertainment and lifestyle stores. Due to the large retail footprint, strategic wayfinding was critical to moving shoppers from one end of the mall to the other. In close collaboration with the client, Corlette advised on wayfinding user journeys that maximised the tenant lease strategy and contributed to commercial objectives.

Corlette commenced the branding for the 501 retail mall and then carried this conceptual design through to the signage system for the whole commercial precinct. The signage concept is based on a girl’s delicately framed, glass jewellery box. An idea devised to celebrate all the precious and wonderful jewels to be found as part of the 501 shopping experience. This elegant visual theme is then consistently carried through various sign types, typography, and iconography. In addition, the landmark 501 entrance identification uses dichroic film to shift and coalesce various bright hues as the shopper moves around. This design also reflects the dynamic, colourful shopping experience within. The finished result is now recognized as an iconic, new landmark for the shoppers of Hangzhou.