International Event Demonstrates China’s Design Strength｜ UCD Gives an Impetus to the Design of “Twin Exhibition Venues” for the 2021 CIFTIS

On September 2, the 2021 China Beijing International Fair for Trade in Services (CIFTIS for short) co-sponsored by the Ministry of Commerce of the People’s Republic of China and the Beijing Municipal People’s Government, kicked off officially. Following its successful completion of the design for the 2020 CIFTIS, UCD once again led the overall visual design of the 2021 CIFTIS and, in the capacity of the only designer for the visual design of the National Convention Center and the Shougang Park and for the overall layout of the Achievement Exhibition of China’s Trade in Services, UCD deeply participated in the 2021 CIFTIS, giving an impetus to the international event and demonstrating the power of Chinese design.

A screenshot from the news report

CIFTIS is a comprehensive fair the largest of its kind in the field of trade in services globally and a leading exhibition for trade in services in China and constitutes China’s threesome major exhibitions together with Canton Fair and CIIE that are open to the outside world. As the world's only comprehensive fair for trade in services in 2021, the 2021 CIFTIS saw the establishment of a special exhibition area for digital services with the theme of “Towards Digital Future and Service Driven Development” for the very first time. On the basis of the main venue of the National Convention Center, the newly-added Shougang Park venue was used to host eight major exhibitions for trade in services, with the exhibition area coming to a total of about 130,000 square meters.

Make the “CIFTIS Ring” Dynamic

The overall visual design of the 2021 CIFTIS features an orange+ full color system for the CIFTIS, --- with orange as the main color to symbolize the sincerity and warmth, vitality and openness of trade in services, and blue as the auxiliary color to symbolize the rationality and smartness of digital technology and its enlightenment of the future.

Dynamic Icon System of CIFTIS

The design team extracted the element of "ring" from the LOGO to have formed the core pattern of “CIFTIS Ring” for the 2021 CIFTIS. The CIFTIS Ring uses technology blue and CIFTIS orange to blend with each other and to gradually change to form a smart vision of energy flow to reflect the energy gathering form of the “CIFTIS Ring”. The digital design team endowed the pattern with animation performance and created a dynamic icon system to enhance the overall visual recognition and memory.

CIFTIS Chromatography Decorates Century-Old Shougang Park

The 2021 CIFTIS has added the Shougang Park to host the eight exhibitions of trade in services. In the design of the Shougang Park, UCD’s new cultural and creative team highlighted the features of the post-industrial landscape and the experience atmosphere of urban parks, shaping the overall image of the exhibitions in the scattered settlement-style exhibition groups. On the principle of preserving the original appearance of the industrial remains of Shougang, the CIFTIS chromatography has been adopted to decorate the main viewing routes, High Line Park and the core landscape belt of the Shougang Convention and Exhibition Area. Important landscapes nodes such as industrial heritage buildings have been chosen and decorative and artistic techniques such as mounting, wrapping, and graffiti have been used to add color to the century-old Shougang.

Overall Visual Effect of CIFTIS at Shougang Park

A Vision at CIFTIS at Shougang Park —— Four Blast Furnaces

A Vision at CIFTIS at Shougang Park —— Rainbow Bridge

A Vision at CIFTIS at Shougang Park —— Lighting Up the Industrial Remains

A Nighttime Vision of CIFTIS at Shougang Park

Achievement Exhibition Creates the Immersive CIFTIS Garden

Natural landscaping techniques have been used to foster an immersive digital garden with four service trade themes of "brilliant achievement, digital innovation, open cooperation, and mutual benefit and sharing" for the achievement exhibition in the comprehensive exhibition area of the National Convention Center, implying the continuous acceleration of innovation, prosperity and development of trade in services in the digital age. The exhibition area upholds the 3R environmental protection concept of reduction, reuse and recycling, and more than 90% of the construction materials in the exhibition area can be recycled and reused, thus boosting the realization of the green exhibition halls under the “Two Carbon” Initiative.

Pictures of Achievements from the Development of China's Trade in Services

Pictures of Achievements

Digital display has been used in the exhibition area to introduce the brilliant achievements scored in the development of China’s trade in services since the 13th Five-Year Plan period. Physical models and multimedia interactive devices present the AI intelligent system, China’s anti-epidemic weapon that protects the global natural ecology, China’s export rail transit equipment that represents the digitalized manufacturing industry,  the digital forbidden city that brings traditional cultural treasures to life, the smart construction of super high-rise buildings that refresh the world’s “skyline”, and the geographic information services that help the spatial “One Belt One Road”, etc., vividly restoring China’s digital solutions of trade in services that take the lead in the world. Digital interactive screens have been used to create a “door of vision” to portray a new vision for the development of China's trade in services during the "14th Five-Year Plan" period, and to look forward to new development goals in 2035.

Create UCD’s Digital Exhibition Hall

UCD’s new cultural and creative team undertook the planning, design and implementation of UCD’s exhibition hall for the CIFTIS’ special architecture exhibition. With the theme of “National Craftsman Piousness Builds the Dream for the Future”, from the four dimensions of “National Craftsman Impression”, “UCD Trajectory”, “Science and Innovation Navigation”, and “Building Dreams for the Future”, and through such digital display methods as digital art and 5D immersive experience cabin, the exhibition hall  has comprehensively demonstrated the achievements made by BUCG in engineering construction, technological innovation, and green development, and manifested the demeanor of Beijing's urban construction enterprises.

An Overall Visual Effect of UCD's Exhibition Hall

Members of the Team for the Achievement Exhibition at the National Convention Center

UCD has given full play to the advantages of its team members in planning, visual art, exhibition design and overall execution, and has deeply participated in the design work of the 2021 CIFTIS, injecting the Chinese design power into this international event. In the future, UCD will make persistent efforts and use the strength of “Chinese Design” to provide services and support for more international events and national image projects.