The Emoji Plaza at Yuechao Tower, Beijing Road, Guangzhou

Located at the bustling intersection of Beijing Road in Guangzhou, the Yuechao Tower has long been an iconic part of the city's landscape, attracting countless tourists each year. However, despite its prime location, the original commercial space lacked the dynamic energy and distinctive identity needed to drive foot traffic. The project aimed to transform this commercial center into a vibrant, engaging space that would captivate both locals and visitors.

The design concept revolves around the theme of "Expression," drawing inspiration from the universally recognized emoji symbols. These familiar digital expressions served as the creative foundation to rebrand the entire building, integrating both architectural and commercial spaces into a cohesive IP-driven design. By incorporating playful and emotive elements, the space offers an immersive experience that resonates deeply with visitors.

The building's exterior façade is designed with a rich, multi-layered expression theme, transforming the structure into a creative display of "emoji" art. The design connects the building as a unified "gift box," with expressive installations inviting interaction from passersby. Inside, the commercial flow is enhanced with multidimensional spaces that create an engaging environment for both shopping and socializing. The theme extends across all levels of the building, including the rooftop city terrace, making it a visual landmark for the district.

One of the major challenges during the design process was ensuring that the façade could withstand the local climate while maintaining the intended aesthetic impact. The design team carefully selected materials and made structural adjustments to achieve a balance between practicality and visual appeal.

For materials, the design incorporated cutting-edge LED technology alongside innovative acrylic and air membrane structures, enhancing the expression-driven theme. Sustainability was also a key consideration, with eco-friendly materials chosen to minimize the environmental impact of the project while maximizing its design potential.

The project redefines the commercial experience, creating a visually striking and interactive space that enhances the district’s commercial atmosphere and generates lasting value for businesses and visitors alike.