Atkins release Beijing master plan

Thursday 19 Jul 2012

Global design studio unveils concept for advertising and creative arts zone in Beijing

A surprisingly low-rise concept for the new National Advertising Industry Park to the south of Beijing's Central Business District has taken first place in an international competition for the scheme. The design - composed by the architecture office of Atkins in Beijing with assistance from Atkins' urban planning and landscape teams - presents a series of more than thirty buildings in a mile-long stretch of brownfield land next to the Tonghui River.

This type of development is rare in a city such as Beijing. As the city's position on the architectural and economic markets has risen, so has the height of its towers; it's CBD now a forest of eye-wateringly tall structures. It comes as a surprise then that this latest urban development boasts only a handful of high-rise buildings; a single tall tower to the east with a large rooftop display screen for advertising and a pair of towering structures to the west as a gateway to the National Advertising Industry Park.

Atkin's approach is explained by the team's Senior Design Director, Peter Ridley, who details: "This was a high profile and hard fought competition and our success was due to a design that was focused on the needs of end users, some of China's most creative companies. We prioritised elements that worked on a human scale, creating a streetscape feel that make areas such as Soho in London so attractive."

Taking priority in the design is a range of shorter buildings, with a central avenue lined with three- to five-storey volumes anchored with retail space opening out onto the streetscape. One of the 'defining features', this main street is part of a pedestrian zone and public square which provide access to public features such as a new museum and conference centre, and offers a social space for the Park's users.

Ridley concludes: "We have to thank our clients, Nonmofang County together with Huahan Investment Group, for backing this project as it will be groundbreaking in the Chinese market. The district will have a unique identity and we hope the lively and inspiring spirit of the design will assist those working and visiting area."

Want to submit your project to World Architecture News?

Contact The Team
  • Town Planning Manager | Housebuilder in Surrey | 3+ years' PQE

    Are you a Town Planner with some commercial experience under your belt (consultancy or developer)? Would you like to work for a regional housebuild...
    • Lewis Davey
    • Surrey - near M25/M23 junction
  • Principal Planning Consultant (Policy)

    This is a career opportunity for somebody looking to play a key role in the delivery of an effective and efficient planning policy service.
    • Capita
    • Manchester/Salford (North West) or Breckland or North Tyneside or Barnet (North London)
  • Senior Planning Officer

    A vacancy has arisen in the Development Management Section of the Planning Services Division for a part-time Senior Planning Officer.
    • South Derbyshire District Council
    • Derbyshire
  • Planning Officers

    Work as key members of the Councils development management service providing pre-application advice, dealing with applications and appeals.
    • Chiltern and South Bucks Council
    • Amersham, Buckinghamshire
  • Enforcement Officer - Hertfordshire

    A Local Authority in Hertfordshire are looking for an Enforcement Officer to assist them with a backlog of cases for an initial contract of 3-6 months
    • Oyster Partnership
    • Hertfordshire