Traditional Culture Meets Technology - Greentown Gallery

The Greentown Hangzhou Gallery project launched the‘Traditional Culture Meets Technology’ initiative that aims to create an inspiring space to remind people that traditional culture and high tech are not in opposition, but rather complement each other.



MDO unifies Greentown's brand culture and Hangzhou's human history into the value proposition of "idealism".The gallery is divided into three main modules: the Study, the Brand, and the Product, each serving as a physical embodiment of idealism.



At the entrance, MDO strategically incorporated a new block within the existing curtain wall, showcasing the brand pavilion's identity with minimal transformation. The blend of the West Lake's blue and Greentown's green creates a serene lake green color in sunlight. The play of light and shadow resembling water ripples projects a tranquil and peaceful atmosphere, maintaining a strong visual identity. The ground floor is dedicated to the Green City Study, a humanistic space designed as a commercially operated coffee area that offers the Greentown's people-oriented services and lifestyle to the surrounding community and visitors.



In the Study module, MDO incorporates elements of calligraphy, such as the field grid, into the ceiling design, creating a quiet and serene ambiance. The hanging art installation utilizes dynamic brushstrokes inspired by calligraphy to represent Hangzhou's cultural symbol, the "Cloud Bridge."

The design of the bar cleverly conceals elements of Hangzhou's city flower, the osmanthus, within the seasonal flowers. As visitors approach the bookshelves, they discover small osmanthus flowers on the shelves' mortise and tenon components.



Inspired by the curved elements of arched bridges, MDO has designed an elegant and lightweight staircase that appears to float gracefully. The screen installation captures the essence of laurel flowers falling near the West Lake, creating the illusion of walking on a cloud bridge as visitors ascend the staircase.



The brand space is designed around the spirit of Greentown's totem, the "Clear Shadow of the Laurel Moon," representing the philosophy and culture of Greentown.

Through the screen installation, the pavilion creates a shimmering lake atmosphere by reflecting the slow movement of water waves onto mirrored ceilings and high-gloss floors.