Roaming in a Dreamland is an immersive exhibition and event space created for Nanchang MIXC

Roaming in a Dreamland is an immersive exhibition and event space created for Nanchang MIXC, transforming a large commercial complex into a city-scale festive experience through lighting, art, and interactive design.

Located near the iconic Nanchang Star Ferris Wheel, Nanchang MIXC serves as a major urban destination where commerce, public life, and seasonal celebrations converge. Conceived as a winter and Christmas-themed event, the project aims to activate public spaces, enhance social engagement, and create a highly shareable urban experience during the festive season.

The design concept is inspired by the idea of “roaming”—a relaxed and immersive state in which visitors freely explore interconnected scenes. Through the integration of lighting installations, artistic structures, music, and digital media technology, the entire site is curated as a continuous narrative, similar to an open-air immersive performance.

Multiple event zones are orchestrated across the site. The main outdoor plaza features a large-scale illuminated installation inspired by Ferris wheel cabins and winter landscapes, serving as a visual landmark and central stage. Along the riverside boulevard, lighting elements, projections, and decorative structures transform streets into experiential corridors that guide movement and interaction. Building façades and glass curtain walls act as narrative preludes, introducing visitors into the dreamlike atmosphere.

Within the central garden, immersive scenes unfold through layered lighting, interactive devices, and environmental effects. Water features become luminous cascades, trees are wrapped with crystal-like lighting elements, and sunken plazas are transformed into gathering spaces for performances and participation. These interconnected spaces form a cohesive event environment that encourages exploration, pause, and engagement.

Rather than functioning as static decoration, the project operates as a curated event space where lighting becomes a storytelling tool—connecting space, audience, and celebration. Roaming in a Dreamland redefines how a commercial complex can host large-scale festive events, turning urban public space into a shared seasonal memory.