A Study In Contrasts for Chinese Convention Centers

Lorenc+Yoo paired with longtime collaborator tvsdesign to create the branding and wayfinding signage for the Zhumadian International Agricultural Expo Center in Zhumadian, China, and the Jinan Expo, in Jinan China, each in the first stages of construction.

Zhumadian’s landmark signage assumes a largely sculptural role, featuring a crescent pillar clad with a white aluminum skin. Hanging from the end of the pillar, a large aluminum ring of LEDs permit a scrolling message board to float above a circle of solar panels and digital pool light show.

Calling back to the landmark piece, additional street signage features similar pillars alongside slate fields with text. Inside, silver and white directional monuments contain 3D lettering, accent lighting, and LED screens for messages and maps–all in Chinese and English. The signage system throughout the enormous expo building is clearly cut from the same modern cloth, contrasting with the natural imagery traded and discussed.

Scheduled for completion in 2019, these Chinese expo centers apply designs contrasts effectively from the moment of arrival.