The wayfinding system draws inspiration from the “Magic Cube”, envisioning its elements as energy-infused cubic particles that hover around the central gravitational pull.

The essential signage features a translucent cube illuminated from within. The basic cube form is then manipulated — extracted, unfolded, deconstructed, or reconfigured — to diversify its expression across varied applications. For outdoor signage, modular systems are designed for flexible adaptation. A consistent color system unifies all components.

The synergy between the public space and the wayfinding system harmoniously fulfills the dual purpose of a contemporary shopping mall and a vibrant cultural hub. Beyond functionality, The BOX stands out with a conceptually and visually innovative identity, cementing its position at the forefront of Beijing’s urban regeneration efforts.