The new media industry circle is located at the intersection of Guangqu Road and East Fifth Ring Road, in front of the city’s main road nodes. This intersection is constantly perceived as the gate of the city because it leads to the historical downtown and sub-center of Beijing. The total length of the building façade is 198 meter-long, it establishes a frontal connection with the Guangqu Road and the East Fifth Ring.

 

A huge screen hides the highly complex industrial structure behind. The perforated metal façade works harmoniously with incidental lighting during the day, it hides enough all people inside and its activities. At night, it becomes a pure, abstract, and mysterious city lighthouse. According to different urban environments, the four facades of the building have unique characteristics: the conference center on the east side is like a ruby, and the exterior of China's heavy red color will attract the attention of the city.

 

The conference center enlarges the surrounding greenery and the image of the city through the facade-and becomes a vivid urban sculpture. The west facade is composed of facades with gradually changing angles, which avoids light pollution caused by concentrated reflection in a large area.

 

The waterscape park garden to the west continues on it. The south-facing building falls down like a jade hand, slightly opening and closing to form a semi-open garden. The facade uses the concave and convex curves of the building edge to form naturally the indoor atrium garden landscape. The commercial space in the underground level is distributed in the cave landscape and architectural archaeological atmosphere.