作为城市品牌营造的路径之一，杭州城市重要新中心发展系列成果展以「打开新中心」为主题，通过一个简单、易传播的动作，呈现余杭区“历史沿革、自然环境、产业结构”三重叠合的城市新中心面貌。

As a pivotal initiative in urban branding, the Exhibition for the Central Axis of Hangzhou New Center, themed “Reveal the New Center”. Through an elegantly simple and highly shareable interactive action “Reveal”, the exhibition presents the emerging urban center appearance of Yuhang District. This innovative presentation artfully integrates the district’s “profound historical heritage, outstanding natural environment, and cutting-edge industrial framework” into a cohesive urban vision.

 ©梅可嘉

在大多数城市展陈事件中，观展主体都围绕设计、研究、规划管理类的专业群体，而本次「打开新中心」的展陈策划与设计，试图以多元创新为出发点，探讨满足不同定位和广义社群的系列城市品牌事件——1+4+X，即1个完整展示城市建设成果的“专业”主展场，4个渗透在大众传播的“市民”分展场，以及由企业自发举办的多个延伸展览和活动。

While major urban exhibitions traditionally cater to design, research, and urban planning, “Reveal the New Center” breaks convention with its innovative “1+4+X” multi-dimensional engagement framework, expanding its reach beyond specialists to engage diverse public audiences actively. The framework includes One professionally curated main venue presenting Yuhang’s developmental milestones, Four sub-venues integrated into community spaces to foster active public interactions, and X pop-ups events that amplify engagement.

 ©梅可嘉

「打开新中心」旨在为社会各界提供一次“打开”之旅，透过历史、当下与未来的多维视角，引领公众与行业专家一同探索余杭，畅想杭州城市的独特魅力与未来愿景。

“Reveal the New Center” aims to offer a multi-dimensional journey of discovery, inviting the public and industry experts alike to explore Yuhang through historical, contemporary, and futuristic lenses, while envisioning Hangzhou’s distinct urban identity and future possibilities.

1.主展场：数字生态创新园

Main Venue: Digital-Eco Innovation Park

「打开新中心」主展场选址刚对外开放的数字生态创新园，展陈策划打破了专业与大众的壁垒，让政府层面的规划意识融入城市公共文化活动之中，不仅激发大众参与和理解城市古今演变的宏观逻辑，亦能同时驱动城市建设的具象化感知与传播。

“Reveal the New Center” anchors its main exhibition at the newly opening up Digital-Eco Innovation Park, where the curation transcends traditional barriers between professional discourse and public engagement. By seamlessly integrating government-level urban planning concepts into immersive cultural experiences, this approach not only encourages public participation and fosters understanding of the broader historical and contemporary logic of urban development but also enhances tangible perception and communication of the city’s ongoing transformation.

 ©梅可嘉

考虑到城市建筑类展览多以照片、图纸、模型、视频呈现，设计通过吊挂图板有效利用8m挑高空间，以引导性的叙事展墙划分为发展历程、预见蓝图、创梦空间、共富生活的四大版块。边长450mm的立方体模块系统呼应“打开”的核心概念，而“打开盒子”的动作则隐喻了园区面向大众开放的公共属性。在细节设计上，室内空间布局以湿地湖链为理念，塑造自由流动的观展动线，结合可回收的轻质铝型材系统支撑模型展台，宛如一个个漂浮在水域上的岛屿。

Given that urban architecture exhibitions often rely on photos, drawings, models, and videos, the design makes full use of the 8-meter-high space by suspending display panels. A modular system of 450mm cubic units echoes the core concept of “Reveal”, while the act of “unfolding the cube” metaphorically reflects the public nature of the park being open to the public. In terms of details, the exhibition layout is inspired by the concept of a wetland lake chain to shape a flowing circulation, with the display wall guiding visitors through four key sections: Growth of the New Center, Foresee the Future, Dream Space, and Living with Common Prosperity. Meanwhile, lightweight and recyclable aluminum profiles are used to support the model platforms, giving the appearance of islands floating on water.

 ©梅可嘉

展览突破传统快闪的线性消耗模式，采用可持续策略，将工业场景中常见的铝型材系统，通过模块化实现构件的多场景重组。所有构件不仅可回厂重熔再造，更能被创造性重组为家具、灯具等新物件。通过延长材料生命周期和降低隐含能耗，为后续分展场提供一定物料支持，实现更深层次的多场景适应与材料循环。

The exhibition breaks away from the traditional linear consumption model of pop-up events by adopting a sustainable strategy, utilizing modular aluminum profile systems—commonly seen in industrial settings—to enable flexible reconfiguration of components across multiple scenarios. All components are not only recyclable through remelting at the factory but can also be creatively repurposed into new objects such as furniture and lighting fixtures. By extending the material lifecycle and reducing embodied energy, the exhibition supports future satellite venues with reusable resources, achieving deeper multi-scenario adaptability and material circularity.

©梅可嘉

余杭从“良渚文化”起源，经历了现代化转型与城市战略的不断升级，逐步成为一个新型的都市新中心。持续 6个多月的系列成果展，不仅强调了“走向自然都会”的城市跃变，更结合高质量发展大会、未来生活日、主题沙龙、创意市集、青年论坛等延伸活动，体现“宜游宜居式”的杭城生活之本。

Originating from the Liangzhu Culture, Yuhang has undergone continuous modernization and strategic urban transformation, gradually emerging as a new type of metropolitan center. This series of exhibitions, held over more than six months, not only emphasize the city’s evolution toward a “nature-infused metropolis,” but also integrate a variety of extended events—including the High-Quality Development Conference, Future Living Day, themed seminars, creative markets, and youth forums—highlighting the essence of a livable and enjoyable Hangzhou lifestyle.

 ©梅可嘉

2.分展场：之江文化中心

Sub-venue: Zhijiang Cultural Center

「展开画卷 预见未来」为主题的展览位于之江文化中心地下广场旁的重要交通连廊，在线性空间中，透过一幅幅展开于眼前的画卷，共同“预见未来”，呼应选址于浙江省内体量最大的现代复合文化综合体——之江文化中心这一重要城市文化节点的意义。在行进过程中，观展者可依次阅读余杭中轴线与西站CBD的城市设计图纸，观赏城市规划模型。

The exhibition, themed “Scrolling up the Future”, is located along a key transit corridor adjacent to the underground plaza of the Zhijiang Cultural Center—Zhejiang Province’s largest modern, integrated cultural complex and a vital urban cultural landmark. Within this linear space, a series of scroll-like visual narratives unfold before visitors, inviting them to collectively “envision the future”. As visitors move through the exhibition, they can explore the urban design of Hangzhou’s New Center Central Axis and Sci-Tech CBD with physical models.

 ©王一博

展览体现了余杭新中心当前建设成就与未来发展的多维视角，让大众能够通过一组切片，了解中心建设的过程，感受其中的城市公共空间创新与活力。

The exhibition presents a multidimensional perspective on both the current achievements and future development of the new center. Through a curated series of “urban snapshots”, the public is invited to understand the construction process and experience the innovation and vibrancy of the city’s evolving public spaces.

 ©王一博

3.分展场：余杭区政府大厅

Sub-venue: Yuhang Municipal Government Hall

余杭区在城市环境建设方面取得阶段性成功的背后，两种“动因”最值得研究。首先是地方政府用前瞻性和国际化的视野，形成领先的行政意识先导力；其次是系列性的城市品牌事件的营造，共同促进了余杭规划战略上的可实施性与可阅读性。「城市纪实」的主题很好的回顾与总结“系列性的城市品牌事件”，旨在传承城市的文化记忆，凝聚人们对于品质生活的向往与城市发展的共情。展览内容上深度呈现了余杭近些年来，从项目规划、竞赛方案到落地建成，再到品牌传播的过程。

Behind phased success of Yuhang urban environmental development lie two key driving forces worthy of in-depth study. First is the local government’s forward-thinking and international perspective, which has fostered a leading administrative consciousness and strategic foresight. Second is the creation of a series of urban branding events that have collectively enhanced the feasibility and legibility of urban planning strategies. The exhibition, themed “Yuhang Compilation,” effectively reflects and summarizes these sequential branding efforts, aiming to preserve the city’s cultural memory and strengthen public empathy toward a high-quality urban life and shared development vision.

 © Daily建筑摄影

面对庄严的政府办公大厅空间格局，策展理念以“打开”的逻辑，搭配交错斜叉的展墙划分展区，保持大厅原本流线的开放性，同时最大限度的对外展示总体内容。当人们从大厅穿行而过，自然而然地被展览内容吸引。展陈设计语言延续海洋板与铝型材的模块系统，以简洁凝练的风格呼应场地的庄重属性。

In terms of exhibition content, it offers an in-depth presentation of Yuhang’s recent evolution, from urban planning competition proposals to implementation and brand communication. Set within the solemn space of a government hall, the curatorial concept continued adopts the “reveal” logic. Intersecting diagonal walls divide the space while maintaining the hall’s original circulation and openness, allowing for maximum visibility and engagement. The design continues the modular system of the aluminum profiles, with the plywood panel, creating a clean and refined aesthetic that aligns with the formality of the venue.

 © Daily建筑摄影

项目信息：

总策划：ArchiDogs筑格传媒

策划主创：栗茜、陈律名

策划团队：刘莉、褚焱宏、王一博、吴秀秀、钟婉婷、徐依柔、杨思洋、陈楷

视觉设计：周健、翁东丹

业主单位：杭州市余杭区人民政府 中轴线区域开发建设工作指挥部

PROJECT INFORMATION

Clients: Hangzhou Yuhang Municipal Government, Central Axis Area Development and Construction Command

Overall Exhibit Curation: ArchiDogs

Curators: Xi Li, Luming Chen

Curation Team: Li Liu, Yanhong Chu, Yibo Wang, Xiuxiu Wu, Wanting Zhong, Yirou Xu, Siyang Yang, Kai Chen

Graphic Design: Jian Zhou, Dongdan Weng

主展场

空间设计：UNFOLD PLANE

空间设计团队：陈舟凡、叶飞昊

摄影师：梅可嘉

MAIN VENUE

Spatial Design: UNFOLD PLANE

Space Design Team: Zhoufan Chen, Feihao Ye

Photographer: Kejia Mei

之江分展场

空间设计：ArchiDogs筑格传媒

空间设计团队：栗茜、陈律名、刘莉

摄影师：王一博

SUB-VENUE (ZHIJIANG)

Spatial Design: ArchiDogs

Space Design Team: Xi Li, Luming Chen, Li Liu

Photographer: Yibo Wang

区政府分展场

空间设计：ArchiDogs筑格传媒

空间设计团队：栗茜、陈律名、周健、刘莉

摄影师：Daily建筑摄影

DISTRICT SUB-VENUE (GOVERNMENT)

Spatial Design: ArchiDogs

Space Design Team: Xi Li, Luming Chen, Jian Zhou, Li Liu

Photographer: Daily Architectural Photograph