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Tuesday 25 Mar 2014

The Spanish Steps provide reference point as 3XN designs 'the place' for film festivals, premieres and film culture in Shanghai

A 3XN-designed IMAX theatre, retail and creative offices complex will be a memorable contribution to the 15 billion yuan ($2.4bn) DreamCenter entertainment district on Shanghai’s West Bund. The DreamCenter is being developed by DreamWorks Animation together with partners CMC Capital Partners and Hong Kong developer Lan Kwai Fong Group.

DreamWorks Animation CEO Jeffrey Katzenberg explained at the project launch on Thursday, that ‘at DreamCenter the buildings themselves will be part of the attraction. Internationally acclaimed architects are developing designs that will further enhance the Shanghai Skyline making DreamCenter an exciting hub for local residents and a magnet for international tourism’.

3XN received a brief for the IMAX theatre, retail and creative offices highlighting the importance of a red carpet experience, incorporating a Shanghai version of the Spanish Steps (Rome) which will be used for Film Premieres, Festivals and Cultural Events. The Creative Offices will attract the most innovative and creative firms in the arts and media, contributing to the energy and buzz throughout the DreamCenter site.

Kim Herforth Nielsen, 3XN’s Creative Director says: “We are extremely proud to be part of the development of the DreamCenter and working together with DreamWorks Animation, CMC Capital Partners and Lan Kwai Fong Group. It is always exciting to be part of a cultural project, especially in a case like this, where the IMAX theatre will be an expression of DreamWorks animation’s organisation and values.

“This will be ‘the place’ for film festivals, premieres and a celebration of film culture in Shanghai. It’s designed to show as much as possible of the activity going on in and around it, drawing people towards it like a magnet.” Construction will begin later this year and the building is scheduled to open in 2017.

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