SHANGHAI - City Branding
SHANGHAI City Branding

Shanghai — China's great metropolis. It is young, modern, international and maybe a little too expensive. But how does it differ from other big cities like New York, London or Tokyo?

There are two words to get to know Shanghai better.

The first one is "on the sea". It's the meaning of SH in Chinese as it indicates the positioning at the seaside. Shanghai is just an estuary before the 20th century. In addition, the largest river in China that feeds a third of Chinese, crosses all the way from west to east China and goes into the sea through Shanghai.

The second one is "HAI PAI" (means Shanghai Style). 
As Shanghai is one of the first five harbors that are opened by force to trade business with the world. And then it became the concession for over a century. Shanghai has developed a special culture call HAI PAI which means the mix of western cultures and eastern cultures. Today, we see HAI PAI as the symbol of diversity and inclusion. 
The biggest difference between Shanghai style and Beijing Style is that Shanghai has the spirit of rebellion, yet Beijing is more traditional. 
My concept is Floating City

What is the the most important element for a city? I would say us — the citizens. Imagine that Shanghai is the sea, who welcomes everyone. And we are the little drops of water that sink into the sea, and how we make the sea bigger, wider and stronger. 

It's a city that is free, not framed. And it's Shanghai Style gives it the sprit of rebellion.

We use the form of liquid that could change freely. 
This little water-drop also presents the people living in Shanghai.

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SHANGHAI - City Branding
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SHANGHAI - City Branding

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