A 3XN designed IMAX theatre, retail and creative offices complex will be an iconic contribution to the 15 billion yuan (USD$2.4 billion) DreamCenter entertainment district on Shanghai ’s West Bund.
The area near the 2010 Shanghai Expo site in the city's west will also include the headquarters of animation production company Oriental DreamWorks, a joint venture between DreamWorks and Chinese partners.
The DreamCenter is being developed by DreamWorks Animation together with partners, CMC Capital Partners and Hong Kong developer Lan Kwai Fong Group. The "DreamCenter, " will open in 2017 and will have a 500-seat IMAX cinema.
3XN received a brief for the IMAX theatre, retail and creative offices highlighting the importance of a red carpet experience, incorporating a Shanghai version of the Spanish steps which will be used for Film Premieres, Festivals and Cultural Events.
The 15-hectare (40-acre) site includes eight outdoor events plazas. The project gives Shanghai an opportunity to diversify beyond its status as a financial and manufacturing center by adding media and cultural industries.
The Creative Offices will attract the most innovative and creative firms in the arts and media, contributing to the energy and buzz throughout the DreamCenter site.