IP Deer on the Roof

Starting from the multiple dimensions of artistic structure, topicality, and scene-based design, IP Deer on the Roof of SZMPD Building deeply integrates symbolic elements such as lively cartoon deer, future punk, auspicious connotations, and Shenzhen Metro to create a unique large-scale outdoor landmark art installation. With new materials, high-tech elements and unique design thinking to realize the combination of modern aesthetics and smart technology, it creates trendy and trans-epochal landmarks, which attracts people to SZMPD Building, and promotes the area prosperity and city development.

The project is located on the top of SZMPD Building, the Chegongmiao comprehensive transportation hub in the west area of Futian CBD, Shenzhen, only 50 meters away from the subway. The name of this project uses the homophony of “deer” and “road” in Chinese, which represents “opening roads through mountains for smooth movement”, creating a bright model of the era under TOD living civilization, and fulfilling the dream of ideal living for Shenzhen people.

The RGB programmable magic color LED strips make the entire appearance of the art installation look more layered and more balanced with a sense of technology when combined with the corporate brand LOGO image of Shenzhen Metro, and subtly integrated the image into the antlers. Meanwhile, it also shows the spiritual core of urban transportation, implying a dialogue with the future and a new era. At the same time, the effect of lighting and product display complement each other and conform to the aesthetics of the public, thereby attracting more people, improving the prosperity of the area, and promoting economic progress and urban development.

The design team closely combines the art installation and space extension design work with the current “Belt and Road Initiative”, digs deep into the value of corporate culture, and creates an IP landmark that deeply fits the brand value concept and is highly visible. Combining the “four-dimensional connectivity of land, sea, air and the Internet”, it connects culture, art and technology, giving full play to the advantages of “digital first”, to form a highland of transportation innovation and development.