28.3.2014

IMAX Theatre in DreamCenter, Shanghai

A 3XN designed IMAX theatre, retail and creative offices complex will be an iconic contribution to the 15 billion yuan (USD$2.4 billion) DreamCenter entertainment district on Shanghai’s West Bund.

The DreamCenter is being developed by DreamWorks Animation together with partners, CMC Capital Partners and Hong Kong developer Lan Kwai Fong Group.

DreamWorks Animation CEO Jeffrey Katzenberg explained at the project launch on Thursday, that “at DreamCenter the buildings themselves will be part of the attraction. Internationally acclaimed architects are developing designs that will further enhance the Shanghai Skyline making DreamCenter an exciting hub for local residents and a magnet for international tourism.”

3XN received a brief for the IMAX theatre, retail and creative offices highlighting the importance of a red carpet experience, incorporating a Shanghai version of the Spanish steps which will be used for Film Premieres, Festivals and Cultural Events. The Creative Offices will attract the most innovative and creative firms in the arts and media, contributing to the energy and buzz throughout the DreamCenter site.

“We had been considering Danish firm, 3XN as architect for an iconic part of DreamCenter ever since we met them over a year ago. We were impressed by their designs for cultural buildings which incorporated social interaction and innovative architecture. 3XN has proven to be the right fit for our vision, having delivered an exciting design for the IMAX theatre, retail and creative offices that will be a new creative landmark for DreamCenter and Shanghai,” said Allan Zeman, Chairman of Hong Kong Lan Kwai Fong Group.

Kim Herforth Nielsen, 3XN’s Creative Director says, ‘We are extremely proud to be part of the development of the DreamCenter and working together with DreamWorks Animation, CMC Capital Partners and Lan Kwai Fong Group. It is always exciting to be part of a cultural project, especially in a case like this, where the IMAX theatre will be an expression of DreamWorks animation’s organization and values. This will be ‘the place’ for film festivals, premieres and a celebration of film culture in Shanghai. It’s designed to show as much as possible of the activity going on in and around it, drawing people towards it like a magnet.’

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Construction will begin later this year and the building is scheduled to open in 2017.

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