The Shanghai Cotton Velvet Factory, located at 2440 Pingliang Road, Yangpu District, Shanghai, was established in the 1980s. Due to industrial transformation, it ceased operations. To revitalize this forgotten urban space and transform the old factory into an innovative community with warmth, influence, and cohesion, FTA was invited to be the integrated urban renewal design firm for the Cotton Velvet Factory. The design aims to preserve historical memories, uncover the site’s individuality, enhance the plot’s visibility and commercial value, and transform it into a work and life “destination.” A series of design strategies include: Optimizing the original blue corrugated steel factory form on the building facade, creating a facade texture that echoes the memory of corduroy, and building a landmark anchor store. This design tells historical stories while boosting popularity and commercial value. To address the issue of a single circulation route and the lack of traffic separation, the design opens up local passageways to create multiple entrances, allowing each building to have its independent entrance, creating a courtyard-style office experience. The landscape design of the ground continues the texture of corduroy, paying tribute to history. To minimize future operational risks, the design has created a flexible combination of spatial products, including transforming the single-story space of the sawtooth building along the street into a loft space, enhancing the commercial value of the existing space. Notably, the design strategically optimized parts of the building, such as the artistic treatment of the stairs between buildings. The bold and bright yellow not only makes the community younger but also gives those who visit a different kind of beauty, making it memorable. In addition, FTA has tailored the name “Xin Gong Creative” and the project’s visual system for the new Cotton Velvet Factory. The LOGO is derived from the “twill” graphic with high recognition in the building form, unifying its product and brand image and improving project recognition. After the renovation, Xin Gong Creative not only boasts a fresh look with youthful energy but also features a multi-functional mix of young business models, including online live streaming service platforms, photography studios, architectural design companies, fitness studios, interior design companies, etc., making it more creative and open. At the same time, the project has also significantly enhanced its commercial operation value, with a payback period of only 1.5 years for the renovation investment, making it a successful urban renewal project in multiple dimensions.
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