AI Plaza

Branding a retail and cultural destination at the intersection of art and artificial intelligence

Client:

AI Plaza

Year:

2021

Type:

Visual Identity, Branding, Environmental Graphics

Visual Identity, Branding, Environmental Graphics

Atratus website on laptop

Project Overview

AI Plaza is a retail and cultural destination in Shanghai’s West Bund, designed as a space where art, technology, and commerce intersect.


I developed the visual identity for the project, translating the plaza’s concept of a “borderless AI cloud” into a clear and scalable brand system. The goal was to create a modern identity that reflects innovation while integrating seamlessly with the architecture and spatial environment.

Solution

The identity system was built around the idea of “Cloud Space”, symbolising the fluid relationship between art and artificial intelligence.


Key contributions included:

  • Designing a geometric logo representing the intersection of art and technology

  • Developing a minimal colour system centred on space blue and white

  • Aligning the identity with the architectural language of the plaza

Results

The identity established a clear and contemporary visual foundation for AI Plaza, supporting its positioning as a forward looking cultural and retail destination. The brand system enabled consistent communication across environments while reinforcing the plaza’s concept of innovation, creativity, and technology.

Streetside billboard with flyposters of the Batch.Works brand and illustrations

Defined by a central atrium and connecting bridges, the architecture centres on movement, openness, and connection.

Streetside billboard with flyposters of the Batch.Works brand and illustrations
Streetside billboard with flyposters of the Batch.Works brand and illustrations

The Architectural Framework

AI Plaza is defined by a dramatic central atrium and two pedestrian bridges that connect the east and west wings of the mall. These bridges organise circulation through the space while creating strong visual connections across different levels.


The architecture emphasises openness, structure, and movement. These spatial qualities became an important reference point for the visual identity, ensuring the brand language reflects the character and rhythm of the built environment.

Streetside billboard with flyposters of the Batch.Works brand and illustrations
Streetside billboard with flyposters of the Batch.Works brand and illustrations

Inspired by architecture and Cloud Space, the identity reflects movement, connection, and the intersection of art and AI.

Streetside billboard with flyposters of the Batch.Works brand and illustrations
Streetside billboard with flyposters of the Batch.Works brand and illustrations

Visual Identity & Brand System

The visual identity for AI Plaza is inspired by the concept of Cloud Space, reflecting the fluid convergence of art and artificial intelligence. The logo forms a flowing “a” constructed from soft shapes and negative space, creating a sense of movement and connection.


This language expands into a graphic system derived from the logo, with both macro and micro visual layers used across communication and environmental applications. A palette centred around space blue and white reinforces clarity and accessibility, while secondary tones inspired by clouds and nature add depth and energy to the brand.

Streetside billboard with flyposters of the Batch.Works brand and illustrations
Streetside billboard with flyposters of the Batch.Works brand and illustrations
Streetside billboard with flyposters of the Batch.Works brand and illustrations
Streetside billboard with flyposters of the Batch.Works brand and illustrations
Streetside billboard with flyposters of the Batch.Works brand and illustrations

Macro & Micro System

The identity expands through a layered macro and micro system. Large flowing forms derived from the logo create strong visual moments, while smaller nodes and connections subtly reference networks and cloud intelligence. Together, they allow the identity to adapt across different scales and environments.

Streetside billboard with flyposters of the Batch.Works brand and illustrations
Streetside billboard with flyposters of the Batch.Works brand and illustrations
Streetside billboard with flyposters of the Batch.Works brand and illustrations
Streetside billboard with flyposters of the Batch.Works brand and illustrations
Streetside billboard with flyposters of the Batch.Works brand and illustrations
Streetside billboard with flyposters of the Batch.Works brand and illustrations

Reflection

This project demonstrated how visual identity can be closely connected with architecture and spatial experience. By translating the concept of Cloud Space into a flexible design system, the identity supports the plaza’s vision of bringing together art, technology, and people. It reinforced the importance of designing brand systems that can adapt seamlessly across both digital communication and physical environments.