Framing Space
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Unified Frame：A Unified Spatial Identity Beyond a Single Entrance / MOC DESIGN
MOC DESIGN OFFICE redesigned Jiaying Baichuan Cinema in Shenzhen’s Chuangzhi Cloud City, unifying three independent buildings into a single 2,800㎡ cinematic destination. Through a monochromatic red facade inspired by camera lenses and projector apertures, and a “framing” motif that organizes spatial sequences, the project establishes a continuous spatial identity that dissolves building boundaries and transforms the cinema into an immersive brand experience.
