Elements

Celebrated Hong Kong scheme, Elements mall opened to the public on 1 October 2007 to widespread acclaim and scooped the ‘Best Shopping Centre’ Award at MIPIM Asia 2007. Setting a new benchmark for the retail shopping centre industry, Elements stands both as a model of design and innovation, as well as one of commercial viability. Understanding the complexity and sophistication of contemporary urban lifestyle, an exhilarating environment has been created for residents, tourists, business people and local visitors alike.

Central to the intention for the project was to create a “Sense of Place”, giving it a unique identity so that it related to its location. This “Sense of Place” was created at Elements by adapting the Chinese Feng Shui principles of the five elements of nature. This concept was then woven through the whole design as a narrative on nature with the external facades and art contributing to the story.

The five elements of nature Fire, Earth, Wood, Water and Metal, enriched the design with different colors and textures, and allowed the creation of five different yet connected retail zones. By introducing the concept of retail zones and variety in spatial character, the key concern of orientation within the vast mall floor plate was addressed. The zones encircle the station site and are linked by long arcades that form a complete retail loop. Finishes, signage and public art in each zone combine to reflect a distinct element, providing a sense of place within the mall.

The design delivers a holistic experience while simultaneously creating surprising individual experiences. Telling a story through architecture, the design shapes the journey through the space. Changing colours shapes and volumes throughout Elements constantly invite visitors to explore and discover their surroundings. 40,000 sq ft of skylights will give the interior more natural daylight than any other mall in Hong Kong. The skylights connect nature to the retail experience – offering natural light in as well as a visual link to the rooftop park. Meanwhile, inside the mall, shoppers can engage in a complete social and leisure experience - shopping at high-end retail stores, skating on ice, then wining and dining alfresco-style at the rooftop restaurants. Large public events spaces for live local and international performances, shows and exhibitions have also been incorporated, ensuring cultural vitality is continuously injected into the space.

Design Highlights:
• Zones: The final scheme design embodied the design principles inspired by Chinese Feng Shui principles and adopted sophisticated theming zones defined by the organic character of the five elements: Fire, Earth, Wood, Water and Metal.

The Fire Zone is the entertainment area of the retail development and features lifestyle retail, a cinema complex and an ice rink, plus a major events space for performances. This active zone is defined by an orange and red sculptural “Fire Wall” which is lit from above by natural daylight.

The Earth Zone is one of the linking malls and contains High Street type fashion retail in double-shop height format and is defined by the earth elemental wall fashioned from coursework stone.

The Water Zone houses international cuisine and restaurants. The area features a water wall and is defined by undulating wave finishes on void edges.

The Wood Zone also links major mall spaces and features health and beauty boutiques, lifestyle stores and well-being offers. The area is clearly defined by unique, dramatic wood and leaf formations layered into the architecture. The warmth of the wood is enhanced by the natural light allowed in by skylights above.

The Metal Zone: This third indoor events space is also drenched in daylight and will contain many luxury brands and high-end dining concepts. The retail spaces here will link to the office and hotel lobbies of the ICC tower. Another phase of this zone will open to the public later this year containing the dramatic “Dragons Tail” arcade which will eventually create another large retail loop around the base of the ICC tower.

• Art and sculpture: Internationally acclaimed sculptors were approached to provide unique artwork for the main entrances and arcades, introducing art that would be fused with the landscape of the retail shopping mall and ultimately bring art closer to the people. Each sculpture was selected to enhance the architectural interior and to complement the theme of each of the zones. The art consultant, Alison Pickett, curated a diverse collection of sculpture by local and international artists for each particular zone.

• The Events Plaza: A significant amount of the retail GFA was recouped from the western facade of the building and allocated to Civic Square, which houses F&B at the roof level.

• Arrivals courts: The podium was carved back at two key arrival nodes to create an open and welcoming sense of arrival.

• The Hills: The additional podium area was re-located to the roof to create landscaped hills at the roof park level, placing surplus GFA at the roof level. This allowed headroom in the mall to be lifted.

• Separate servicing: Station areas were converted at GF for service lorries and servicing zones.

• 40,000 sq ft of skylights and zones of additional volume were created within the malls to give daylight, generous space and views of the park above. The intention was to always “let nature in”.

• The concept of “Mall as host”: Inviting public seating, hotel-quality washrooms, valet parking and welcoming ‘concierge’ type customer service all contribute to a positive overall experience.

• Retail brands: Retail brands have been given flexibility in shopfront design to express their identity, creating a textured space.

• “Masterplanning”: A "big picture" appraisal of the existing podium and station facilities resulted in dedicated service areas, helping to separate customer traffic from service while also ensuring good access of service to all shops and units in the centre.

• Building branding: Graphics branding throughout the complex creates a unified destination and identity, enhancing visitors’ sense of space, however they arrive or depart. All entry points have been designed as statements of the Elements brand.