MUSE Gold

2023

Shenzhen’s Eastern seawall reconstruction

Entrant Company

Updesign

Category

Outdoor Advertising - Signage

Client's Name

WATER AUTHORITY OF SHENZHEN MUNICIPALITY & CR LAND

Country / Region

China

Located in the east of Shenzhen, Dapeng Peninsula is famous for its mountains and seas. Local fishing villages and long coastline attract a large number of tourists. The design endowed the existed seawall with ideal tourist function.

Shenzhen’s coastline is 260 kilometers long, most of which are inner bay hard coastal protection area and intertidal zone. Dapeng Peninsula, located in the easternmost part of Shenzhen, is the only area boasting a real coastline. But it was damaged in a hurricane.

An international-standard seawall reconstruction plan was launched by local government after a severe meteorological disaster.This project was to connect 6 areas visually by unified signage systems, creating unique experience for visitors to enjoy native features and vitality.

While avoiding intrusive design, we took "reading on the way" as main design concept. It provides visitors withfresh, interesting and complete experience to read information, such as signboards, site maps and ecology introductions for roads and entrances. Modular structures were adopted to meet the needs of different venues.

The Mountain-seaside Promenade is a part of the Dapeng Peninsula Seawall Renovation Project. As a road on top of the seawall, it was formerly a narrow path, connecting fishing villages and peninsula end, the Luzui Villa Resort. Without guardrails and roadside furniture, the path was nearly untraversed.

By chance, it became a relatively intact area for ocean protection in the city. We hope that through an experiential design approach, citizens are encouraged to participate in and know more about the environment, evoking their enthusiasm of original ecological ocean protection.

The interesting and changing ground graphics are designed to attract people to interact with this nice area. They express different contents and raise visitors’ awareness of this region. The unique and unexpected experiential design brings a new identity – ocean protector – for visitors during their visit on the promenade.

Credits

creative director
Zhang Yi
graphic director
Xu Duanping
project manager
Wen Yuehua
designer
Yan Meiying
designer
Wu Siying
More Gold Winners
Advertising
2023
MUSE Advertising Awards - Temple Stories - Profound Co.

Entrant Company

DeepSleep Studio

Category

Advertising - Online Ad (Campaign)

Country / Region

United States

Video
2023
MUSE Advertising Awards - Luck
Intermountain Health

Entrant Company

Faktory

Category

Video - TV Ad

Country / Region

United States

Video
2023
MUSE Advertising Awards - Anchor Brand Manifesto 2023
ANCHOR AGENCY PTE.LTD

Entrant Company

ANCHOR AGENCY PTE.LTD

Category

Video - Animation

Country / Region

Singapore

Experiential & Immersive
2023
MUSE Advertising Awards - Fujitsu CX Lab
Fujitsu Technology Solutions GmbH, Intel Deutschland GmbH

Entrant Company

THESE GUYS

Category

Experiential & Immersive - Metaverse (NEW)

Country / Region

Germany