You can be fond of a movie because of a line, or be fascinated by a city because of a shot.
Even if we have never been to Hong Kong, it does not affect our familiarity with Yau Tsim Mong, and Hong Kong Cyberport is also a place of pilgrimage for film fans. You can find the trace of Cyberport in many movies like Cold War, Infernal Affairs 3, New Police Story, Don’t Go Breaking My Heart, Confession of Pain, ROB-B-HOOD and so on.
The fantastic scene of “ seize power” in Cold War was filmed inside Cyberport 3. Interestingly, Aaron Kwok’s office in Cold War is the same office of Leon Lai in Infernal Affairs 3.
电影热映同年，香港设计事务所Oft Interiors受邀为MCL数码港戏院设计做全新视觉和空间功能设计， OFT设计擅长结合商业思维与视觉文化，致力于为商业空间创造“场景式消费体验”.在这个设计中，OFT不仅为Z世代消费人群带来全新像素世界，还解决了旧戏院动线和商场引流能力不足的问题，实现影院和商场双向引流。
In the same year of the movie’s release, Hong Kong design firm Oft Interiors was invited to make a new visual and spatial function design for the MCL Cyberport theater. OFT design specializes in combining business thinking and visual culture, and is committed to creating a “scenario-based consumer experience” for commercial spaces. In this design, OFT not only brings a new pixel world to the consumers of Generation Z, but also solves the problem of insufficient capacity of customers’ flow of the old cinema and the mall, achieving two-way flow between the cinema and the mall.
“We often devote too much energy into the big picture but forgot the pixels.”
The design is based on the theme of “microcosm through a magnifying glass”. OFT deconstructs pixels of different sizes and shades by imagining and thinking about the three-dimensional city in two-dimensional way, while reshaping the space inside the screen in a new scale.
They believe that we live in a world where electronic screens are everywhere, and if the world is made up of electronic screens, then we are the tiny pixels that make up the world. Because each individual is different, the world becomes more three-dimensional and vivid.
OFT combines red and aluminum as the main colors of the project design, whose overall atmosphere is energetic and hot. In this magnified microcosm, the once flat pixel grid becomes a three-dimensional pixel column. Hence we can only observe the surface in the past, but now we can see the whole picture.
Keywords：the youth, different circles, modern technology, Generation Z, experience first
Hong Kong Cyberport has a built-in gaming venue with an electronic and digital high-tech positioning.
Under the commercial exploration of diversified consumption scenes and younger consumer groups, OFT has turned the cinema into a commercial space with a sense of technology and future, providing high-class value, service and experience to attract more “Generation Z” people, thus achieving a breakthrough in the circle of young consumer groups.
The renovated cinema fits the psychological characteristics of this group of consumers and complements the modern, futuristic and technological tone and style of the cinema, while the cinema is open to different circles of consumers, attracting more young people to the cinema and driving the consumption of Cyberport mall.
Key words： profit structure, mutual consumers flow, consumption scene
In addition to creating an immersive experience world, the designer also re-planned the dynamic line and layout according to the business logic of a movie theater, changing the original street entrance into a mall entry to achieve mutual inflow between the mall and the theater.
The ticket office appears in the Cyberport mall as a stand-alone building, like a guest from the sky, so that consumers can get the experience of being outdoors even indoors.
At the same time, the main entrance and ticketing area is moved to the second floor, while the first floor is used as a sales area. The sales area is an important profit structure for theaters, and a more aggregated sales area not only provides consumers with more choices, but also creates new profit points for theaters by being located on a more open floor, bringing better consumption experience and greater space.
Not only that, the designer also changed the original multiple entrances and exits into one ticket gate and exit, using the walkway’s own characteristics to guide the audience in one direction and better access to the consumption scene.
In addition, the designer also makes use of the feature of narrow and long ceiling of the lobby to present a three-dimensional concept with a flat expression, presenting the pixels in a vivid way and bringing consumers from the entrance to the lobby through the sense of extension and directionality of the aluminum strip on the ceiling.
The aluminum strips on the ceiling are crisscrossed and the huge pixel grid runs through the whole theater, which not only brings strong visual impact, but also is very dynamic and visually directive.
The ground channel is long and narrow but has a certain curvature, like a winding path, and here is an altogether different world at the end.
Because of the narrow space, the designer purposely designed the floor tiles in accordance with the curvature of the ceiling for collage, using dark-colored tiles to correspond to the aluminum strip of the ceiling and light-colored tiles to correspond to the shadow, letting the ground and the ceiling present a reflection effect. The designer also used mirrors or flattened walls to hide the original columns, both beautiful and practical.
The corridor of the cinema hall uses a large number of reflective materials, such as metal wave plate, gray mirror and aluminum plate, to make the picture richer and visually improve the problem of narrow aisle space.
The outer wall of the cinema hall is composed of aluminum strips of different colors and scales with glass and metal wave plates, forming a clear-cut visual center. When different light and shadow shine on the reflective materials, it forms different sense of spatial experience, and the reflective materials are also used on the design of the cinema hall signage to bring visual impact.
The interior of the cinema hall is also divided into two kinds of warm and cold atmosphere, where the lighting can be adjusted according to different scene environment, using different colors to create a visual difference.
Single and concise mosaic collages a rich, vivid three-dimensional wall, to complete the presentation of the pixel from simple to complex picture. The concave and convex effects spell out the distinctive wall rich in three-dimensionality, leading the audience into an immersive contextual experience in the dark combination of light and shadow.
The washroom, on the other hand, is divided by red and light colors into reality and virtual, bringing a flamboyant and enthusiastic visual presentation. When Hong Kong Cyberport is both a shooting location and a cinema, and when virtual and reality overlap in the cinema, can we reach the past, present and future directly?
The cinema is like an dimension door to the virtual world. Through the extensive use of pixel concept of the cinema, OFT blurs the boundary between the real world and the virtual space, bringing novel experiences to consumers. Through this project, OFT hopes that consumers can explore the relationship between city and individual, virtual and real, and even flat and three-dimensional, via a strange perspective.
设计团队：Shanny Cheung、Tammy Au
Project Category：Commercial Space
Project Owner：MCL Cinemas
Design Agency：Oft Interiors
Lead Designer：CM JAO / Ken Cheung
Design Team：Shanny Cheung, Tammy Au
Project Address：100 Cyberport Road, Steelline Bay, Hong Kong