As a pivotal initiative in urban branding, the Exhibition for the Central Axis of Hangzhou New Center, themed “Reveal the New Center”. Through an elegantly simple and highly shareable interactive action “Reveal”, the exhibition presents the emerging urban center appearance of Yuhang District. This innovative presentation artfully integrates the district’s “profound historical heritage, outstanding natural environment, and cutting-edge industrial framework” into a cohesive urban vision.
While major urban exhibitions traditionally cater to design, research, and urban planning, “Reveal the New Center” breaks convention with its innovative “1+4+X” multi-dimensional engagement framework, expanding its reach beyond specialists to engage diverse public audiences actively. The framework includes One professionally curated main venue presenting Yuhang’s developmental milestones, Four sub-venues integrated into community spaces to foster active public interactions, and X pop-ups events that amplify engagement.
“Reveal the New Center” aims to offer a multi-dimensional journey of discovery, inviting the public and industry experts alike to explore Yuhang through historical, contemporary, and futuristic lenses, while envisioning Hangzhou’s distinct urban identity and future possibilities.
Main Venue: Digital-Eco Innovation Park
“Reveal the New Center” anchors its main exhibition at the newly opening up Digital-Eco Innovation Park, where the curation transcends traditional barriers between professional discourse and public engagement. By seamlessly integrating government-level urban planning concepts into immersive cultural experiences, this approach not only encourages public participation and fosters understanding of the broader historical and contemporary logic of urban development but also enhances tangible perception and communication of the city’s ongoing transformation.
Given that urban architecture exhibitions often rely on photos, drawings, models, and videos, the design makes full use of the 8-meter-high space by suspending display panels. A modular system of 450mm cubic units echoes the core concept of “Reveal”, while the act of “unfolding the cube” metaphorically reflects the public nature of the park being open to the public. In terms of details, the exhibition layout is inspired by the concept of a wetland lake chain to shape a flowing circulation, with the display wall guiding visitors through four key sections: Growth of the New Center, Foresee the Future, Dream Space, and Living with Common Prosperity. Meanwhile, lightweight and recyclable aluminum profiles are used to support the model platforms, giving the appearance of islands floating on water.
The exhibition breaks away from the traditional linear consumption model of pop-up events by adopting a sustainable strategy, utilizing modular aluminum profile systems—commonly seen in industrial settings—to enable flexible reconfiguration of components across multiple scenarios. All components are not only recyclable through remelting at the factory but can also be creatively repurposed into new objects such as furniture and lighting fixtures. By extending the material lifecycle and reducing embodied energy, the exhibition supports future satellite venues with reusable resources, achieving deeper multi-scenario adaptability and material circularity.
Originating from the Liangzhu Culture, Yuhang has undergone continuous modernization and strategic urban transformation, gradually emerging as a new type of metropolitan center. This series of exhibitions, held over more than six months, not only emphasize the city’s evolution toward a “nature-infused metropolis,” but also integrate a variety of extended events—including the High-Quality Development Conference, Future Living Day, themed seminars, creative markets, and youth forums—highlighting the essence of a livable and enjoyable Hangzhou lifestyle.
Pop Up Venue: Zhijiang Cultural Center
The exhibition, themed “Scrolling up the Future”, is located along a key transit corridor adjacent to the underground plaza of the Zhijiang Cultural Center—Zhejiang Province’s largest modern, integrated cultural complex and a vital urban cultural landmark. Within this linear space, a series of scroll-like visual narratives unfold before visitors, inviting them to collectively “envision the future”. As visitors move through the exhibition, they can explore the urban design of Hangzhou’s New Center Central Axis and Sci-Tech CBD with physical models.
The exhibition presents a multidimensional perspective on both the current achievements and future development of the new center. Through a curated series of “urban snapshots”, the public is invited to understand the construction process and experience the innovation and vibrancy of the city’s evolving public spaces.
Pop Up Venue: Yuhang Municipal Government Hall
Behind phased success of Yuhang urban environmental development lie two key driving forces worthy of in-depth study. First is the local government’s forward-thinking and international perspective, which has fostered a leading administrative consciousness and strategic foresight. Second is the creation of a series of urban branding events that have collectively enhanced the feasibility and legibility of urban planning strategies. The exhibition, themed “Yuhang Compilation,” effectively reflects and summarizes these sequential branding efforts, aiming to preserve the city’s cultural memory and strengthen public empathy toward a high-quality urban life and shared development vision.
In terms of exhibition content, it offers an in-depth presentation of Yuhang’s recent evolution, from urban planning competition proposals to implementation and brand communication. Set within the solemn space of a government hall, the curatorial concept continued adopts the “reveal” logic. Intersecting diagonal walls divide the space while maintaining the hall’s original circulation and openness, allowing for maximum visibility and engagement. The design continues the modular system of the aluminum profiles, with the plywood panel, creating a clean and refined aesthetic that aligns with the formality of the venue.
By successfully blending innovative presentation, public engagement, and a sustainable approach, “Reveal the New Center” has goes beyond the traditional urban exhibitions. It not only showcases Yuhang District’s rich heritage and ambitious future, but also actively involves its community, fostering a deeper understanding and appreciation for the evolving urban landscape and Hangzhou’s unique identity.
Reveal the New Center
Clients: Hangzhou Yuhang Municipal Government, Central Axis Area Development and Construction Command
Overall Exhibit Curation: ArchiDogs
Curators: Xi Li, Luming Chen
Curation Team: Li Liu, Yanhong Chu, Yibo Wang, Xiuxiu Wu, Wanting Zhong, Yirou Xu, Siyang Yang, Kai Chen
Graphic Design: Jian Zhou, Dongdan Weng
Main Venue: Digital-Eco Innovation Park
Spatial Design: UNFOLD PLANE
Space Design Team: Zhoufan Chen, Feihao Ye
Photographer: Kejia Mei
Pop Up Venue: Zhijiang Cultural Center
Spatial Design: ArchiDogs
Space Design Team: Xi Li, Luming Chen, Li Liu
Photographer: Yibo Wang
Pop Up Venue: Yuhang Municipal Government Hall
Spatial Design: ArchiDogs
Space Design Team: Xi Li, Luming Chen, Jian Zhou, Li Liu
Photographer: Daily Architectural Photograph