Located just within Beijing’s innermost ring road, the KWG·M·CUBE is prominently located next to the Beijing Railway Station and near to both the Temple of Heaven to the Southwest, and Tiananmen and the Forbidden City to the Northwest. Given this prime location and the consequent value of the land, the client wanted a building that would stand out from its mostly beige and grey neighbours, while also packing a large amount of space into a relatively small footprint. Contradicting this request were the desires of the city government, whose preference was for a building that would fit in with its muted surroundings on the busy street.
▼建筑外观，exterior view ©Seth Powers
▼切角退台的设计理念缔造了建筑的形状， the shape of the building was generated by cutting the volume at various angles ©Seth Powers
MVRDV was commissioned to design the building’s exterior and responded to these competing hopes with a 7-storey volume that rises to the maximum allowed height of 36 metres—an unusually tall building for this kind of mall. The shape of the building was generated by cutting the volume at various angles to orient the façades to face key locations, such as the railway station and an intersection on the other side of the street, generating a shape that is both contextual and recognizable in its visual presence. It also allowed MVRDV to include open-air terraces on each level, which are symbolically oriented towards landmarks such as the Forbidden City and Temple of Heaven—some visible from the building, others more distant—to root the building in its location.
▼不同角度的切割使立面朝向城市地标，the façades are oriented to face key locations of the city ©Seth Powers
The building is wrapped in a pearlescent ceramic façade that at different times appears either grey or colourful, creating a subtle façade that does not need large LED screens to stand out and catch the attention of the passers-by. Hand-glazed in China, these tiles were made by applying three layers of glaze to the ceramic, and firing at a different temperature each time.
▼建筑立面被珠光陶板所包覆，the building is wrapped in a pearlescent ceramic façade ©Seth Powers
“我们设计了一个‘魔方’，一个会不断呈现新的图案和颜色的建筑。当天气、光照条件以及观察位置发生变化时，立面看上去或许会是温和的灰色，亦有可能会呈现出彩虹般的色彩。”MVRDV建筑规划事务所联合创始人、项目主创设计师Jacob van Rijs表示： “北京的这一地区对建筑有诸多限制条件，因此附近的大多数建筑都是灰色和米色。我们提出的解决方案可以平衡业主和这个城市的需求：对当地环境保持尊敬和谦逊，同时创造一个引人注目的视觉表达，让建筑生机勃勃。”
▼立面细部，detailed view ©Seth Powers
“We designed the KWG·M·CUBE so that the building continuously displays new patterns and colours. Depending on the weather and light conditions and where you stand, the façade might look subtly grey, or it might shine with all the colours of the rainbow,” says Jacob van Rijs, principal and co-founder of MVRDV. “In this part of Beijing, there are restrictions on architecture and many nearby buildings are completed in shades of grey and beige. Our solution allowed us to do exactly what the client and the city wanted: to create an attractive visual statement in which exuberance and modesty go hand in hand.”
▼建筑立面会随着天气、光照和贯穿角度的变化呈现出不同的图案和颜色，depending on the weather and light conditions and where you stand, the façade can display different patterns and colours ©Seth Powers
The surface treatment of the façade also breaks up the mass of the building while responding to the light and view requirements of the interior program. While some areas of the surface were required to have blind facades to accommodate the stores behind, other stores are able to use diffuse light to their advantage, and here the ceramic tiles are used in a checkerboard pattern. In other places such as lobbies and cafes, fully glazed facades provide a visual connection between the inside of the shopping centre and the mall.
▼珠光陶板排列成棋盘图案，the ceramic tiles are used in a checkerboard pattern ©Seth Powers
To accommodate the building’s 7-storey height, MVRDV proposed to split the KWG·M·CUBE shopping centre into two layers: on the lower 3 floors is the daytime shopping centre, which mostly hosts retail stores, while the upper levels feature more restaurants, bars, and cafés, and will truly come alive at night. In order to allow the upper floors to function while the lower floors are closed, an express elevator from the ground level takes visitors up to a second lobby on the fourth floor. To complete this layering effect, a landscaped roof terrace allows visitors to relax outside when the weather is pleasant.
▼夜间灯光效果，night view ©Seth Powers
2012年2月，MVRDV赢得了为合景泰富集团设计位于北京崇文门的合景·摩方的项目。幕墙顾问迈进外墙建筑设计咨询（Meinhardt Façade Technology）、幕墙施工方嘉特纳幕墙公司（Gartner Permasteelisa Group）、陶板制造商NBK和HDTC以及合作建筑师北京新纪元建筑工程设计有限公司共同参与了该项目。
MVRDV won the competition to design the KWG·M·CUBE for client KWG Group Holdings in February 2012 and have worked on the project alongside façade consultants Meinhardt Façade Technology, contractor Gartner Permasteelisa Group, tile manufacturers NBK and HDTC, and co-architect Xinjiyuan.
▼整体外观，overview from the street ©Seth Powers
▼屋顶平台，roof terrace ©Seth Powers
▼设计思路，design concept ©MVRDV
Location: Chongwenmen, Beijing, China
Client:KWG Property, Beijing, China
Program:40,000 m2 retail and dining including underground parking
Principal-in-charge: Jacob van Rijs,
Partners: Wenchian Shi and Fokke Moerel
Design Team: Jose Ignacio Velasco Martin, Aser Giménez, Marta Pozo, Cai Zheli, Wing Yun, Helen Tai, Arjen Ketting, Antonio Coco, Leo Stuckardt, Jonathan Schuster, Bowen Zhu, and Rune Veile.
Copyright: MVRDV 2018 – (Winy Maas, Jacob van Rijs, Nathalie de Vries)
Photographs: ©Seth Powers
Co-architect: Beijing Xinjiyuan Construction Company Engineering Design LTD.
Landscape architect: Urbis Landscape
Facade consultant: Meinhardt Facade Technology, Beijing, CN
Tile manufacturers: Hunter Douglas Architectural Terracotta
Lighting: LPA, Tokyo, JP
Interior architect: AGC Design, HK
Contractor: Gartner (Permasteelisa Group), Shanghai, CN