In the architecture industry, or in most of the industries, small businesses and start-ups are springing up and actively growing. Since competition is particularly fierce, these companies need to make every effort to have a place in the competitive market. Thus, how to conduct branding activities to make a name for the company has become a topic worth discussing. Blindly increasing marketing investment is obviously not the best policy.
So what can you do to stand out in the competition and articulate their advantages? Your marketing strategy may direct you to anything that help find new clients, impress them, and sell. Today, we would say architectural visualization upgrades the promotion and marketing model of projects. This article will expand on how and why.
How Architectural Visualization Changes Branding and Marketing
Nowadays, marketing in the architecture industry is all about the latest technologies, changing the trends of the times. It is the technology you’re using that reflects the results of visualization works. Using the latest technologies, architects are able to showcase their designs vividly and impressively. The core of the project design is conveyed to the public through engaging lifelike renderings. When the client gets an overview of not only the project, but also the details, errors and problems are also able to be identified in advance, reducing time and the cost of mistakes. As you can imagine, a virtual tour is significantly more interesting and effective than a simple sketch of the project. No one wants to be left behind when it comes to keeping up with the times.
Use Social Media to Build Brand Trust
No one can deny that social media plays an important part in disseminating information today. Social media gathers millions of users, so its influence speaks for itself. Social media marketing is not only efficient but also economical. Thus, it has become the approach that people tend to use for branding and advertising.
The human is undoubtedly a visual being. If you share visualizations with your target audience for the purpose of promoting your architectural projects on social media platforms, you definitely succeed in attracting potential clients. What you need to do first is to design a website because social media marketing requires social proof. The website should help with conveying your brand’s message, telling a good story about the brand, and then making the audience relate to it. It is supposed to contain all the visual elements of your projects, the information about what you do and how you do it, and the proof of interactions with your clients. Through social marketing, your brand and project information reaches the client completely and conveniently. In addition, you can also present architectural views and concepts in a direct and effective way. In the meantime, you need to pay attention that the information you shared should be consistent.
All of these allow you to build a social media presence and develop brand trust. The more you share, the more audiences and potential clients you will find.
Keep Clients Engaged
You can’t just stop at the presentation step after attracting the audience and potential clients. Aiming at increasing the conversion rate, you are required to engage with your clients more often. The first way is face-to-face interaction, but in addition, there is a cost-effective way to send e-newsletters. In this way, clients can sign up on your website and you can get the information with which you are able to build a relationship between the brand and the client. Get them engaged with your brand and subsequently maintain client viscosity over time. The more you engage, the higher the conversion rate is likely to be. That is viewers and potential clients will become real clients. What’s more, the increase in client viscosity will to a certain extent help to further spread your brand message and play an advertising and marketing role. Architectural rendering can be an effective tool to give a helping hand in this process.
4 Aspects Architectural Rendering Accelerates Marketing and Branding
In the branding and marketing process, architectural rendering works well in the following aspects.
Proactive in your presentations.
3D renderings speak volumes for your project and contribute a lot to your win of the bid as long as you use them. And this is exactly what the audience want to see – you’re professional and stick with your target.
Use 3D renders on social media.
Don’t miss out this powerful tool. Post your buildings on instagram, share your story and vision, such as your concept design, interact with your audience. Thus, your audience will accumulate by time and attain brand recognition and exposure.
Create attractive newsletters with 3D architectural rendering.
An absorbing newsletter cannot be done without 3D visuals. Insert your project visuals in the newsletter, tell your audience your expertise.
Impress the audience in architectural events and contests.
There are various events for architects and interior designers across the globe. And constant International architectural design competitions and contests keep posting. All you need to do is to public your work in these opportunities and tell the world what you’re capable of.
Therefore, architectural rendering does perform well in promoting and marketing your brand and architectural projects. It is helpful for you to build a brand presence, obtain the necessary exposure and recognition, and further improve conversion rates. With the continuous development of the architectural industry, these years have witnessed a significantly increasing demand for architectural rendering design. If you are seeking help from architectural visualization studios, AIMIR is always your reliable partner. We provide 3D exterior rendering services, 3D interior rendering services, architectural 3D animation, and 360 virtual house tour services. Say hello now and nail your presentation with photorealistic 3D visualization!
As one of the largest competition in 2021, we’ve published the International Architectural Design Competition for the Urban Design of Shenzhen Longhua Super Commercial Zone of Business District on Renmin Road. Not long after that, we’ve received the project request from our old friend, Zaha Hadid Architects. They decided to enter the competition along with a couple of other architect companies. Therefore, they need 3D architectural renderings to present this vision.
On May 2022, Zaha Hadid Architects’ plan is shortlisted among 43 design entities. We are more than thrilled to see this result, and feel proud to be a small part of this splendid journey. In this blog, we’d like to share the process of how we create three still renders and a five-minute animation in ten days.
Longhua Super Commercial Zone in Shenzhen: ZHA’s Design
Longhua District is located in the core part and central development axis of Shenzhen city. With Shenzhen to be a demonstrative pilot zone of Guangdong-Hong Kong-Macao Greater Bay Area, this super commercial zone should be integrated with commercial services, innovative creation, state-of-the-art technological services, and other good life services.
Therefore, the key element in their vision is the expression of an “urban network structure”. This is a golden triangle connecting three significant areas that provides unrestricted walking space for people and creates non-vehicle transportation. Our project focuses on the close-up shots.
As described, we’ll divide the process into still images and animation in this article. Now, let’s start with the exterior renders.
3D Exterior Rendering Process
#Stage 1: Project Information and the Scope
ZHA team had prepared all relating materials about this project to help us understand the whole vision, which includes:
The masterplan. Although the view needed are partial views, ZHA team still shared the masterplan. In this way, our 3D artists are able to have a holistic understanding of this project.
The camera angles. They had clearly showed the camera angles wanted with the form of screen shots of the model. In total, there are three exterior street views from different spots in the masterplan.
A Rhino model. ZHA team shared their initial models and soon updated parts of them. Here, they only updated the parts that had been changed. Thanks to this, our 3D modeler didn’t have to take care of the whole model again. And this is what we recommend to do when dealing with design change.
Some reference images. These are mainly for the atmosphere and mood references.
#Stage 2: 3D Modeling
As they’ve finished the Rhino models, all we needed to do was to refine them. But before we started, they shared some updated model parts with an image indicating where exactly had changed. This thoughtful behavior saved our 3D team a lot of time and reduced the workload, given that there were only ten days to deliver this project.
Starting the modeling stage, we imported the model into 3ds Max. Using tools in 3ds Max, we adjusted the lines and geometry according to the design materials. At last, the 3D models are like this:
When we shared these model drafts to ZHA team, they responded promptly with their comments. To summarize, they wanted to:
Add pavements around the schools;
Enhance the look of the highline;
Add some low type vegetation on the roofs.
At the same time, they explained the plan in the drafts. For example, they’ve marked the location of the recycling station, cultural center, and school football field.
#Stage 3: Colored Drafts
After receiving their comments, our 3D artists modified them on the models and then proceeded with the following stages, including applying materials and textures, setting lighting, rendering, and post-production.
In order to work with the key theme that is “sustainability pattern for success”, in our renders we try to drive the sustainability principles into the scene. Firstly, we chose the façade materials carefully based on information from ZHA team. Secondly, the plaza or public spaces are full of people and activities that showcase a smart city with people. Nature and planet thriving together. At last, we pay attention to the indoor spaces such as the podiums and schools, enhancing the details with a mix of activities.
When receiving these colored drafts, ZHA team marked them with their comments clearly and got back to us in a short time. This time, they wanted to:
Modify the lawn by making a separation path;
Adjust the color in the podium, make it less orange;
Change the color and shape of the metallic façade;
Accordingly, after a couple of rounds’ adjustments, three renders were ready to deliver!
#Stage 4: Final Delivery of 3D Renders
Please enjoy AIMIR’s 7k exterior renderings for Shenzhen Longhua competition!
We were tasked with creating a five-minute animation to fully introduce this project. In the storyboard. They’d like to include:
Conceptual pattern formation;
About the camera path, they’d like to have an approximately 2-minute introduction of the site and then integrate the street view renders we’ve completed, and at last finish with a 2-minute flythrough.
#Stage 2: 3D Modeling and Camera Setup
The next thing we did was to learn the CAD plans and the Rhino model, in order to create 3D models for the animation. During this stage, 3D models of both the object structure and the surrounding environment are built to be confirmed. Because this is an urgent project, our 3D modelers created the models for the still images and animation at the same time. Essentially, they share the same comments, such as design change and other possible adjustments.
#Stage 3: Key Frames with Textures, Lighting, and Scenes
When the 3D models are confirmed (in this project, when the 3D models for still images were confirmed), our 3D artists moved to the coloring stage. We textured the scenes and filled them with appropriate lighting and people. As soon as the colored scenes were ready, our 3D specialists immediately made low-resolution renders, which we call key frames, sharing with clients for further confirmation.
In the comments, ZHA team marked a few changes they hoped to make, which were:
Make the pavement more reflective;
For one scene, use more dramatic sunset sky with the sun coming from the back of the buildings;
Add an animated water jets in the center of the pond;
Add green roof to the school, also add red running track around the school.
Basically, these comments aimed to relate the scenes to social and leisure activities, connecting to nature, living lifestyle for different age groups. In total, we needed to give it more life and vibrancy.
#Stage 4: Rendering and Post-production
Once the colored animation preview draft was confirmed, our 3D team started to render the scenes, adding visual effects, processing transitions, choose background music and score, and other work to complete the architectural 3D animation.
#Stage 5: Final Delivery
The final animation is a five-minute-seventeen-second with a 1920*1080 resolution. And this photorealistic 3D animation was used for the presentation in the competition.
In all, our 3D team created three realistic street view renders and a five-minute animation for Longhua project in ten days. ZHA team is no doubt efficient and well-organized, at the same time proactive. They are always clear about what they want, and feedback super fast. Since 2017, we’ve been collaborating with ZHA team for various projects, and can’t wait to start our next one!
In order to further build a beautiful China, the CPC Zhejiang Committee and Zhejiang Provincial Government issued the Decision on Building a Beautiful Zhejiang to Create a Better Life and Opinions of the General Office of the People’s Government of Zhejiang Province on Accelerating the Building of Modern and Beautiful Counties in 2014, defining a new urbanization path of “people first, synergistic development of four modernizations, optimized layout, ecological civilization, and cultural heritage,” and proposing goals such as building a pilot area of the Beautiful China initiative and a role model of Jiangnan water towns, and reflecting the charm of “poetic and picturesque Jiangnan,” etc. In doing so, we aim at building modern and beautiful counties with Jiangnan features and Zhejiang characteristics, and realize the beauty of green ecological environment, planning and design morphology, complete facilities and functions, suitability for living and working, and social stability and harmony.
Location map of city clusters in central Zhejiang
Under the context of regional coordinated development, Dongyang should rely on its transportation road network that matures gradually, actively integrate into the regional economic network dominated by Jinyi Metropolitan Area, strive for greater platform development opportunities, and build a new fulcrum for the integrated development of the metropolitan area. Giving play to its advantages of industrial manufacturing, famous historical city, leisure tourism, etc., it will bring historic opportunities for the same-city development, mutually complementary advantages, and economic synergy of the metropolitan area between Dongyang and Yiwu.
Spatial structure map of Jinyi City
In order to enhance the scientific and reasonable territorial space planning of Dongyang City, effectively guide the urban development of Dongyang City, lead the future urban construction, and realize the preparation requirements of “operable, experiential and supervised urban design”, the CPC Dongyang Municipal Committee and Dongyang government put forward the overall regional planning of overall urban design. In combination with the demarcation results of three districts and three lines issued by the Ministry of Natural Resources, the six streets in the downtown area are determined as the planning range, and the scheme solicitation event of Overall Urban Design Integration and Enhancement and Downtown Area Detailed Urban Design of Dongyang City is specifically held.
Located in the middle of Zhejiang Province, Dongyang City is a provincial-level famous historical and cultural city, one of the national Top 100 countywide economy cities, a national health city and a national garden city. “Three mountains embrace two basins, and two basins encompass two rivers” is the truest portrayal of Dongyang City’s landform. As a thousand-year-old town with a history of 1,800 years so far, known as “a prosperous county of Wu” and “a county with picturesque mountains and waters”, Dongyang boasts enriched historical and cultural heritage and is renowned as “the key magnet of education, architecture and arts and crafts” as well as reputed for its film & television culture. The ecological environment of the downtown area is sound, with the elements of mountain, river, stream, farmland and city reinforcing each other, depicting the most beautiful living environment of Dongyang.
Topographic features of Dongyang City
Spatial development structure diagram of Dongyang City
A local bird’s-eye view of Dongyang City
Solicitation methods and schedule
The solicitation event is divided into four stages:
Stage I-Qualification review stage: The applicants should submit application materials and conceptual proposal in time as required. The Host will select ten shortlisted application units from publicly applying design agencies (consortiums) through pre-qualification (including conceptual proposal) for Stage II.
Stage II-Conceptual scheme stage of overall urban design integration and enhancement: Shortlisted application units will, in accordance with requirements of the Design Brief, submit qualified deliverables to be reviewed by the expert review jury. The top five application units (without ranking) will enter Stage III.
Stage III – Conceptual scheme stage of downtown area key areas detailed urban design: The five shortlisted application units will submit the satisfactorily design deliverables according to the key areas (area and work content to be determined) determined by the host，The scheme review jury will review the submitted schemes, select the top three (ranked) by voting and recommend them to the Host with optimization review opinions put forward.
After full discussion between the Host and the scheme review experts, the ranking of the top three winners will be determined. The first-ranking application unit will be awarded with the development design consulting contract of the Project, and the other application units will be paid the corresponding design compensation.
Stage IV – The selected unit will subsequently undertake the downtown area detailed urban design.
The solicitation plans to adopt open application without qualification restrictions. Units with relevant design experience from home and abroad may apply for participation. Application units should be independent legal person enterprises or institutions legally registered at home and abroad with valid business licenses or business registration certificates.
Consortium with no more than three members are allowed to apply. All consortium parties must not participate in the solicitation event in their own names separately or form a consortium with other units.
The solicitation event doesn’t accept application of individuals and individual groups.
Teams with similar design experience will be prioritized:
With international or domestic urban planning and design practice experience;
With research capability and practical experience in detailed urban design of key urban areas;
With rich experience in architecture, landscape, ecological design and public environment construction.
Solicitation schedule (tentative)
Kick off the solicitation event and release the official solicitation announcement in the middle of January 2023.
Release the announcement of pre-qualification results in the early February 2023.
Submit deliverables of Stage II (conceptual scheme of overall urban design integration and enhancement) and convene scheme review jury in the middle of March.
Submit deliverables of Stage III (conceptual scheme of key areas detailed urban design), convene scheme review jury, and determine the selected unit in the middle of May.
Declare the downtown area detailed urban design report at the end of October 2023.
Overall urban integration and enhancement design scope: The holistic area of the downtown area (including the ten-thousand-mu and hundred-billion-yuan master plan scope, the master plan scope of the High-Speed Railway New Town and Chengdong Street), with an area of about 177 square kilometers.
Overall urban integration and enhancement design scope
Downtown area detailed urban design scope: The scope of downtown area is from the junction between Dongyang and Yiwu to Zhanqian Road of Jinhua-Ningbo Railway, from Nanshan Mountain to Beishan Mountain (including Shanglu Block and Civic Center Block), with an area of about 84 square kilometers.
Downtown area detailed urban design scope
Nowadays, because of industrialization-driven urbanization and rapid economic growth, the construction framework of Dongyang downtown area is quickly expanding and has been facing some bottlenecks, such as vague spatial mode of landscape city and gradual inundation of urban culture; urban functional section is loose and not compact enough; urban image and style are inferior and lack of iconic urban business cards; the construction of urban industrial platform is poor with implicit space of three industries; the areas along the Dongyang River only focus on the construction of the landscape belt but lack an overall landscape coordination of the two banks of one river, and the vitality needs to be improved, etc. All these problems are constraining the further improvement of the overall quality of Dongyang City.
The solicitation should be based on the three districts and three lines initially demarcated in the City’s current land spatial planning scheme, and focus on solving, but not limited to, the aforementioned problems. Through problem sort-out, target positioning, strategy formulation, action plan, project library and economic estimation, it will provide the orientation for Dongyang’s future urban development and guidelines for statutory plan revision, urban renewal and near-term development and construction.
With the evolving regional environment and the pressing urban development in all aspects, Dongyang has unfolded plenty of planning work on the urban development and blueprint conception in recent years. The core content of the solicitation event is to comprehensively coordinate with the relevant plannings in Dongyang City, draw effective and feasible parts on the basis of systematic sort-out and summarization. In combination with the new regional development situation and the actual local demands, a more consensual overall urban design development orientation, target strategy, layout structure and spatial morphology will be formed. To be implemented and operated by the operational capacity of the management authorities, the solicitation event will effectively lead the coordinated advancement of future urban development and construction and various management work of Dongyang downtown area.
Stage I-Qualification review stage
Conceptual proposal should be submitted during the qualification review stage, with the following contents:
Interpret the urban characteristics and spatial problems of Dongyang, and sort out the key focuses and difficulties of this competition;
Analyze specific problems, put forward the urban design strategy and objectives, and establish the overall urban design framework;
Put forward recommendations on the implementation and actual management of urban design based on the demonstration of urban design practice cases;
Put forward recommendations on the design conditions, materials and design requirements of the solicitation.
Stage II- Conceptual scheme stage of overall urban design integration and enhancement
Text of Planning Study Report
Multimedia presentation documents or presentation (PPT/PDF format)
Electronic files with afore-mentioned contents (flash stick)
Stage III-Conceptual scheme stage of downtown area detailed urban design
Text of Planning Study Report
Multimedia presentation documents
Presentation document (PPT/PDF format)
Relevant digital design documents
Electronic files with afore-mentioned contents (flash stick)
All solicitation information is subject to the official solicitation documents of the Project.
Host: Dongyang Municipal Bureau of Planning and Natural Resources
International Competition for Conceptual Design of Landmark Buildings of Quzhou will be launched soon. The competition consists of 2 projects. Project #1 is the Wenli Lake Landmark Buildings, and Project #2 is the Intelligent Island Landmark Buildings. Designers are welcome to participate.
Project #1 is open for institutions and individuals. The total bonus for institutions is RMB 7200000 (about US$1,065,600), of which the bonus for First Prize is RMB 3400000 (about US$503,200) (including bonus and follow-up work design fee). For individual applicants, the result will be announced after one round of concept proposal review. The total bonus for individuals is RMB 400000 (about US$59,200), of which the bonus for First Prize is RMB 150000 (about US$22,200).
Project #2 is open for institutions only. The total bonus for institutions is RMB 5800000 (about US$858,400), of which the bonus for First Prize is RMB 2600000 (about US$384,800) (including bonus and follow-up work design fee).
For above 2 projects, the competition for institutions includes 3 phases: concept proposal (anonymous review), design competition (open review, presentation required) and final evaluation. Institutions are allowed to participate in 2 projects at the same time, and there is no qualification or design experience requirements for institutions.
Quzhou is located in the west of Zhejiang, the beginning of Qiantang River, the border of Zhejiang, Anhui, Fujian and Jiangxi. Quzhou is committed to build a central city on the boundaries of four provinces, to become a bridgehead for Zhejiang’s economic expansion to the midwestern provinces, and to become a new growth point for Zhejiang’s economic development.
The High-Speed Railway New Town is a new planned area in Quzhou, which will be developed by relying on the Quzhouxi Railway Station and will become the gateway to the west of Quzhou. Quzhou has previously held several international competitions for urban design and architectural design, which aims to gather the strength of elite teams from around the world to create a new town of Quzhou, the High-Speed Railway New Town, with cutting-edge, pioneering design concepts. So far, several excellent design projects such as Quzhouxi Railway Station and Quzhou Sports Park have been implemented in High-Speed Railway New Town, and the construction of other cultural, industrial and commercial & office projects is in full swing.
In this context, Quzhou aims to construct landmark buildings representing the image of Quzhou. The landmark buildings are located on the bank of Wenli Lake, the central area of High-Speed Railway New Town, and the Intelligent Island, which is the important area for driving the development of the High-Speed Railway New Town to the east and south.
In this context, International Competition for Conceptual Design of Landmark Buildings of Quzhou will be launched soon. The competition is hosted by the People’s Government of Quzhou Municipality, organized by the Administration Committee of Quzhou Smart New City, and co-organized by Shenzhen Position Spatial Culture Development Co., Ltd. The project will call for conceptual design of iconic landmark buildings from worldwide designers.
The competition consists of 2 projects. Project #1 is the Wenli Lake Landmark Buildings, and Project #2 is the Intelligent Island Landmark Buildings.
Project #1 Wenli Lake Landmark Buildings are located at the gateway area of Quzhouxi Railway Station, and will be built into the highest buildings in the central area of Quzhou. Project #1 is open for institutions and individuals, while the review will be organized separately. It is not allowed to submit the same Concept Proposal to both the competition review for institutions and individuals.
Project #2 Intelligent Island Landmark Buildings are located in the important area of the High-Speed Railway New Town, which will drive the development of the city to the east and south. It will be built into the landmark buildings leading the development of innovative industries in Intelligent Island. Project #2 is open for institutions only.
For institutions, participating in Project #1 and Project #2 at the same time is allowed.
Project Location Diagram
Project Sites Diagram
The competition aims to construct landmark buildings representing the image of Quzhou. Designers are encouraged to propose creative and diversified design concepts based on their understanding of background and culture of the city from multiple perspectives, and interpret the significance of landmark buildings to the city in multiple dimensions. Design key points include:
Pioneer · Future
Show cutting-edge architectural ideas, and represent the pioneering and future spirit of the city; innovations are encouraged.
Link · Share
Build the anchor point and highest place of the High-Speed Railway New Town of Quzhou. Promote the interaction between buildings and city, and stimulate public vitality.
In Place · Inclusion
Integrate cultural elements, and consider local characteristics and landscape resources to create a unique city symbol.
Artistic · Aesthetic
Create timeless classic architectural works and build it into a focal point of urban art and culture.
Project #1: Wenli Lake Landmark Buildings
Project #1 Wenli Lake Landmark Buildings are located on the west bank of Wenli Lake. Wenli Lake, located in the central core area of the High-Speed Railway New Town, is the key node of the planned water system of High-Speed Railway New Town, linking the north and south. The project is located on the important city central axis from Quzhouxi Railway Station to Wenli Lake. Together with those famous landmark buildings gathering here, which include Quzhou Sports Park, Quzhouxi Railway Station, etc., the project will establish an iconic architectural sequence of the High-Speed Railway New Town, and create an image of a pioneer city.
Project #1 Site Location Diagram
The project contains 3 plots. It is planned to build 2 or 3 high-rise/ultra high-rise buildings, with main functions including commercial, office, retail, conference & exhibition, leisure & entertainment, etc. The total site area of the project is about 30290 square meters. The overall building height restriction is 150 meters. The building height of the design scheme must not exceed the height restriction, but should be as close to the building height restriction as possible. The design team shall propose a conceptual design with iconic and recognizable features, and carry out corresponding functional planning. Attention should be paid to dealing with the relationship between Wenli Lake and the buildings. The conceptual design has the possibility of partially or fully putting into construction in the future. Each plot should have the conditions for independent construction.
Project #1 Site Diagram
Project #1 Aerial Photo of the Site, Over Jiangshan Rd., South to North
Project #2: Intelligent Island Landmark Buildings
Project #2 Intelligent Island Landmark Buildings are located in the Baijiatang Area at the southeast corner of the High-Speed Railway New Town in Quzhou Smart New City, at the front part of the Intelligent Island on the south side of Changshangang River. Intelligent Island is committed to be constructed into a digitized industrial park led by technological research and development. The west, north, and east sides of the project are surrounded by Changshangang River, showing a peninsula shape. The design team needs to decide the location of the Intelligent Island Landmark Buildings within the site boundary in consideration of the surrounding conditions.
Project #2 Site Location Diagram
The landmark buildings should be in the shape of “Twin Towers”, with the main functions of industrial R&D, headquarters office, hotel and related service facilities. The total site area of the project is 136483 square meters, and the total above-ground floor area is about 340000 square meters, of which the above-ground floor area of the Intelligent Island Landmark Buildings (including the Twin Towers and podium) is about 100000 square meters. The building height restriction of the “Twin Towers” is 100 meters, and the building height restriction of other buildings in the plot is 45 meters. The building height of the design scheme must not exceed the height restriction. The design team should give priority to the visual effect of the “Twin Towers” facing Wuyishan Avenue to the north and the Intelligent Axis to the south.
The competition consists of 2 separate projects that are open for registration. A design company can register for both or only one of the 2 projects. The competition adopts the method of Open Call, which includes 3 phases: concept proposal, design competition and final evaluation.
Phase I: Concept Proposal
The first phase adopts the method of “anonymous review”. Each applicant can only submit ONE Concept Proposal for each project. The Concept Proposal Review Committee shall determine 5 shortlisted applicants (without ranking) and 2 alternative applicants (with ranking).
Phase II: Design Competition
The second phase adopts the method of “open review”, and the chief designer shall conduct a presentation during the Scheme Review Meeting. The co-organizer will send detailed materials including Competition Document to shortlisted applicants, and organize a site visit and Q&A session. Each shortlisted applicant shall submit only ONE Design Scheme for each project. For each project, the committee will determine 3 finalists (without ranking), and the remaining 2 shortlisted applicants (without ranking) will receive the Shortlist Prizes.
Phase III: Final Evaluation
The Final Evaluation Committee will determine 1 First Prize for each project from the 3 finalists recommended by the Scheme Review Committee. The First Prize winner will receive the corresponding competition bonus and will be responsible for the follow-up design work after the competition. The other 2 finalists will receive the Second Prize. The 2 Second Prizes and the 4 Shortlist Prizes will receive the corresponding competition bonus.
It is allowed that one applicant participates in 2 projects, and the applicant could be shortlisted and become the winner for both projects as well.
After announcing the competition result, there are possibilities of partially or fully putting the design scheme of the First Prize for each project into construction in the future. The winner will be responsible for the follow-up design work after the competition. The awards and bonus for institutions are set as follows：
The competition consists of 2 separate projects that are open for registration. A design company can register for both or only one of the 2 projects. The applicant should specify the project it is participating in when they register. For each project, a set of separate, complete Concept Proposal Application Documents should be submitted.
Domestic or overseas entities with legal business registration are welcome to participate.
There is no qualification requirement.
A design company can register independently or form a consortium applicant (hereinafter referred to as “the consortium”) with other design companies. One consortium shall include no more than 2 members (including the leading member). All members of the consortium shall sign the Consortium Agreementlegally, and clarify the division of workload and equity share of the leading member and the others. Overseas (including Hong Kong, Macao and Taiwan) design companies without subsidiaries or branches in China must form a consortium with domestic company to participate in the competition.
The applicant must designate 1 or 2 chief designers in the application documents. Applicants composed of professionals in architectural design, structural design, urban design, architectural planning and etc. are encouraged. To ensure that the designers have an accurate understanding of the background and relevant requirements of the competition, at least one of the major design team members should be a native Chinese speaker.
The designers involved in this competition should be the registered staff of the corresponding design company. The chief designers must be truly responsible for the project during the whole process of the competition and the follow-up work including but not limited to site visit and Q&A session, and final presentation, etc. If it is found that the actual chief designers do not match the persons submitted in the application materials during the competition, the host/organizer has the right to disqualify the applicant.
Two or more legal entities with the same legal representative, parent companies and its wholly-owned subsidiaries, companies that have a controlling relationship with each other shall be regarded as the same applicant and shall not submit the application in the same project.
A design company can participate in no more than 2 consortiums to apply for different projects. Each member of the consortium shall not submit the application in the same project as another consortium with other companies.
The design team members of the Project #1 institutional applicants are not allowed to apply for the competition as individual applicant.
In Project #1, It is not allowed to submit the same Concept Proposal to both the competition review for institutions and individuals.
Individual applicants are only allowed to participate in Project #1. Individual applicants shall submit their information and Concept Proposal as required, and each person (group) will be allowed to submit only ONE Concept Proposal.
The committee adopts the method of “anonymous review” to evaluate the Concept Proposal, and determine 5 winning proposals, including 1 First Prize for individuals, 1 Second Prize for individuals and 3 Excellence Prizes for individuals. The list of winners and the winning proposals will be announced and displayed through the project homepage and other platforms.
The awards and bonus for individuals are set as follows：
Professional architects, independent designers, students or design enthusiasts who do not participate in the Project #1 for institutions can register individually or in teams as individual applicant.
One team shall include no more than 5 members. One of the team members should be the project leader (responsible for coordination work within the team, contacting and other related affair) for the team.
The same person shall not submit two or more applications, shall not register as an individual and in a team at the same time, and shall not join different teams for registration.
Teams composed of members of architectural design, urban design, structural design, architectural planning, art design and other disciplines are encouraged.
Those who register as individual applicant are not allowed to participate in Project #1 as design team members of the institutional applicant.
All information shall be subject to the official announcement released later. Pre-registration and material download application are NOT official competition application. Applicants should complete the registration process and material submission in accordance with the official announcement and relevant documents.
In case of any discrepancy between the English version and the Chinese version, the Chinese version shall prevail.
In order to collect global intelligence and advanced ideas, and provide advice for the development of Shenzhen airport economics, the International Consultation for the Development Strategy and Implementation Strategy of Shenzhen Airport Economics was launched. Registration is now open to outstanding consultation institutions and planning and design institutions all over the world.
Shenzhen Bao’an International Airport is located in the core area of the Golden Inner Bay in Guangdong-Hong Kong-Macao Greater Bay Area, integrating various transportation modes such as “airport, seaport, high-speed rail, expressway, general road and subway”. With the implementation of Qianhai District Expansion Plan and the construction of a number of major transport infrastructure, such as Shenzhen-Zhongshan Channel, Shenzhen-Jiangmen Railway and Shenzhen International Airport-Dayawan Intercity Railway, Shenzhen Airport and its surrounding areas are facing new opportunities for development.
In the future, with the help of an all-round, multi-level and three-dimensional external communication channel of the sea, land and air railway of Shenzhen Airport, the airport construction will further coordinate with the urban development. The airport economy will be endowed with new era connotation in accelerating the construction of a “double cycle” development pattern at home and abroad, promoting the integrated development of the Great Bay Area, and become an important growth pole to strengthen the core engine function of Shenzhen.
The consultation scope of this project includes: The scope of development strategy research: The overall area is about 155.6 square kilometers, around the airport, reaching the east boundary of Hangcheng District in the east, the west coast of Shenzhen in the west, Xixiang Avenue in the south, and the estuary of Maozhou River in the north.
Development Strategy Research Area
Scope of implementation strategy study: Study and emphasize the business functions and spatial layout of the three headquarters areas, namely, the Airport East Business Headquarters, Jiuwei International Headquarters and Lixin Lake Science and Innovation Headquarters. Study the coordination strategy and spatial connection of multiple airport industrial chains such as headquarters economy, exhibition and trade, marine economy, commercial consumption, cultural tourism, comprehensive logistics, scientific innovation and intelligent manufacturing.
Implementation Method Research Area
The Planning Outline of Guangdong-Hong Kong-Macao Greater Bay Area proposes to “build a world-class airport group, consolidate and enhance Hong Kong’s position as an international aviation hub, and enhance the competitiveness of Guangzhou and Shenzhen airports as international hubs”； The 13th Party Congress of Guangdong Province proposed for the first time to build a 100km “Golden inner bay” around the Pearl River estuary. Shenzhen Airport is at the forefront of the development of “Golden Inner Bay”, and fostering airport economy will become an important support； Bao’an District and Shenzhen Airport are included in the core area of Shenzhen Metropolitan Area in the Guidelines for Coordination of Land and Space Planning of Guangdong Metropolitan Area, and airport economy will play a more important role in regional guidance and radiation； The 7th Party Congress of Bao’an District put forward the main framework of “422133” work, and accelerated the construction of world-class advanced manufacturing city, international bay area coastal city, and high-quality people’s livelihood and happiness city with the Airport East, Jiuwei and other airport economic development platforms as the main positions.
The purpose of this international consultation is to put forward a forward-looking and progressiveness development vision based on the development situation and advantages of Shenzhen airport economy in the new development pattern. Study and propose industrial development opportunities, further integrate spatial resources, and define the direction and pattern of industrial development. Sort out the implementation strategy, clarify the connection between the industrial chain and the spatial pattern, propose the industrial coordination and integration path of airport economy based on the current airport, exhibition center and other platforms, and propose the industrial list and industrial function layout with the three headquarters, providing new ideas and new methods for development decision-making.
1. Shenzhen Airport Economic Development Strategy
Overall objective and vision
Propose unique and attractive targets positioning and image vision to fully demonstrate the resource combination advantages and regional characteristics of the airport and surrounding areas.
Industrial development and guidance
Research and judge the industrial development opportunities, answer the question of what kind of airport economy Shenzhen should build from the perspective of industrial development and guidance. Highlight the forward-looking character, and promote the “extension, supplement, and strengthening” of the airport economy industry chain and innovation chain.
Development trend and regional synergy
Study the new chance, new trend and new business form of airport economy development in domestic and abroad. Analyze the competitive advantages of Shenzhen airport economy in the airport group of Guangdong-Hong Kong-Macao Greater Bay Area, and sort out the key points of coordination with Qianhai and other major development platforms.
General layout of industry and space
Take full consideration of the relevant plans of Shenzhen, Bao’an District and Qianhai, and propose overall industrial layout, overall spatial structure and relevant suggestions.
2. Implementation strategy
Industrial chain linkage and spatial connection
Sort out the linkage strategies of airport headquarters economy, exhibition and trade, marine economy, commercial consumption, leisure culture and tourism, comprehensive logistics, scientific innovation and intelligent manufacturing and other industries. Clarify the connection and synergy between various industrial chains and the spatial pattern of Shenzhen City and Bao’an District, and answer the question of what kind of space and projects suit the industry platforms most.
Industrial list and spatial layout of headquarters
Refine the leading industries in the three headquarters, namely Airport East, Lixin Lake and Jiuwei, and put forward suggestions on spatial layout intention, industry directory, development and operation mode, etc.
Suggestions on support system optimization
Put forward optimization suggestions for supporting systems such as comprehensive transportation, culture, tourism and leisure, and institutional mechanisms. The proposal should include but not limited to the following contents: constructive traffic integration solution； integration of cultural resources, enhancing regional influence and brand competitiveness； industrial implementation suggestions, district industry operation management suggestions.
Key points of recent implementation
Sort out the relevant strategies that can be launched in the near future, and put forward the list of key projects and implementation suggestions.
1. Interested applicants must be independent legal entities or partnerships or other organizations. Individual or teams of individuals will not be accepted.
2. There are no requirements on qualification for registration. Any domestic and foreign institutions who are familiar with China’s conditions and have practical experience in consultation of urban strategic development, industrial planning, urban planning and design are encouraged to register.
3. The team must be composed of professionals in urban development strategy, industrial development research, urban planning and design, transportation, etc.
4. Registration by a consortium comprising no more than three members is allowed, provided that the leading member and the internal division of responsibilities are specified in a legally-binding Consortium Agreement. No member of a consortium is allowed to register twice either independently or by joining another consortium.
The International Consultation is open for registration, and will include two stages: “Pre-qualification” and “Compilation & Evaluation”.
For Pre-qualification stage: The credit document, related experience (consulting and planning of strategic development of airport economic zone or aviation new town, strategic development of complex urban areas, urban industry consulting and planning, and urban planning and design of headquarters area, business area or science and innovation park over 1 square kilometer), abilities of team and concept proposal will be reviewed by the Pre-qualification Review Jury. Five shortlisted participants (unranked) will be selected for next stage.2 alternative teams will be selected and ranked as backups in case any of the 5 shortlisted participants withdraws from the subsequent Compilation & evaluation stage. For Compilation & Evaluation stage: The final submissions submitted by five shortlisted participants will be reviewed and ranked by the Evaluation Jury. There will be corresponding awards for the winning teams.
Stage 1: Registration & Pre-qualification
The official announcement is released and the registration start
Deadline for Questions
Q&A and Addendum Publishment （if any）
By15:00 Nov.19th, 2022
Deadline for submission of pre- qualification application
Nov.21st – 24th, 2022
Pre-qualification review and result announcement
Stage 2: Compilation & Evaluation
Deadline for final submissions
Jan.12th – 15th, 2023
Evaluation and result announcement
Notes: The above dates are Beijing Time and the host reserve the right to adjust the schedule as appropriate.
participants including the first two teams (ranked) selected by the Evaluation Jury will be awarded the following honorarium payments. First place: ￥4,000,000.00 (about US$552,300); Second place: ￥3,000,000.00 (about US$414,200); Outstanding participants (three): ￥1,200,000.00 (about US$165,700) each, hence a total of ￥3,600,000.00 (about US$497,200).Except for the above five shortlisted participants, other pre-qualification participants will not receive any compensation.
If there are any questions about the International Consultation Documents, the participants shall submit the question documents (doc format) to the mailbox (SZAE@szrjrx.com) before the deadline for questions, and the questions not received by this email or submitted late will not be accepted. The Q&A and addendum (if any) will be sent to the participants by email.