The vision for the Samsung Headquarters in Beijing begins with a poetic connection between the company’s world-class product design and the subtle qualities embodied in traditional Asian paper crafts. Our underlying design objectives recognize that both of these are closely tied together by a common sensibility to signify simplicity, harmony, and prosperity between people and their environment. The resulting architectural expression is one that seamlessly blends Samsung’s sleek, innovative, and high-quality image into the inherent structure, lightness, and artfulness of a beautifully constructed paper screen, lantern, or parasol.
The new Samsung Headquarters in Beijing symbolize the power of people and their interaction with one another to change the world. Samsung is reaching out to China and beyond to further establish themselves as a positive force for unifying people throughout the world through communication and improving those people’s lives. At the center of this story is the unity and power of people working together- in China, in Korea, in the world. The image of the tower is that of powerful simplicity (conveying calm confidence in the face of a changing world) wrapped in a beautiful veil which is patterned by the movements of the site and the sun to create the Chinese character for People.