Revolutionizing Retail: SCPG Shopping Plaza

PH Alpha Design Limited's Innovative Approach to Shopping Center Design

The SCPG Shopping Plaza, designed by Ping Xu and his team at PH Alpha Design Limited, is a unique architectural feat. Inspired by the need for an architecture that is responsive to the latest branding trends, the team aimed to create an innovative, expressive façade and iconic shopping experience for the city of Shenzhen. The design has significantly enhanced the quality of the SCPG Plaza, making it a standout feature in the city's landscape.

The project's objective was to upgrade an existing shopping center, which included one of the largest SAM's stores in China, and unify its identity with an extensive canopy. The team utilized SCPG's latest logo design to create an abstract, typology-shaped pattern, which was applied to the design of the façade and became a key element for the interior design. The canopy's shape symbolizes moving waves, with the highest point highlighting the entrance and making it more welcoming.

The design was realized using parametric design to create module openings of different sizes, controlled within five modules. Each module is a triangulated aluminum panel, with the shortest dimension not larger than 1.3m to ensure construction feasibility. The canopy was made using ETFE membrane, supported by columns spaced every 16m. The columns sit on the existing structure of the basement for better support and easier construction.

The SCPG Shopping Plaza covers an area of 16,000 sq.m for façade modification and 7,000 sq.m for the newly added ETFE canopy. The shopping center and SAM's club cover areas of 40,000 sq.m and 25,000 sq.m, respectively. The design team included Design Director Dr. Ping Xu, Project Director Mr. Clive Chow, and Architectural Designers Ms. Lijia Ma and Ms. Britt Wang.

The design process involved careful analysis of the site from different view angles, pedestrian flow, shopper behavior, and usage of existing shops and restaurants. The team redesigned the sunken plaza opening to improve shoppers' access to the basement retail and correspond to the canopy design, providing a semi-open and sheltered space for outdoor dining or performance area. The project was completed in the first quarter of 2019, with the interior completed by the first quarter of 2018.

The SCPG Shopping Plaza's design was awarded Silver in the A' Architecture, Building and Structure Design Award in 2017. This award is given to top-of-the-line, creative, and professionally remarkable designs that illustrate outstanding expertise and innovation. PH Alpha Design Limited's SCPG Shopping Plaza is a shining example of how innovative design can revolutionize the retail experience, making it not just a place to shop, but a destination in itself.