PHA

Located in the heart of Hangzhou’s Wangjiang New Town, the headquarters sits next to high‑end mixed‑use complex K11, merely 3 km from the iconic West Lake Scenic Area. It enjoys a prime location with outstanding cultural and commercial value.

The design centers on the core concept of “an opened treasure box”. Two offset interlocking towers are connected by sky‑bridges and accented with a central sky garden, jointly forming a dynamic architectural texture.

Echoing MAOGEPING’s brand vision “Pursue ultimate beauty without fear”, PHA delivers meticulous craftsmanship. Light‑shadow layers and core oriental aesthetics from beauty cosmetics are translated into tangible expressions through building facades, massing and public spaces.

Beyond creating a corporate headquarters, PHA aims to build a fashion landmark for Chinese domestic beauty brands going global. Upon completion, the project will reshape Wangjiang New Town’s city skyline. Rooted in oriental aesthetics, it will serve as a shining cultural calling‑card of China for the world.

We look forward to the completion of this “aesthetics treasure box”, as it writes a new chapter of oriental elegance!

 The total investment of the project exceeds 3 billion yuan, with a total construction area of 465,000 square meters. It plans to have a brand matrix of over 600. Once completed, it will become the largest "LIFE MALL" in Guangzhou to date.

Yunshan Core Park, the highest - level product line under Jinbo Commercial, will fill the gap in high - end and diversified commerce in the core area of Baiyun New Town after completion. Relying on the overlapping advantages of world - class hubs such as Baiyun International Airport and Guangzhou Baiyun Railway Station, it will meet the compound demands of international exchanges and high - end business consumption, helping Baiyun New Town to leap from a "geographical hub" to an "international cultural and humanistic living room".

PHA Architekten is honored to be the architectural and interior design firm of the project, witnessing and contributing to the birth of this super LIFE MALL. Aiming at creating a "park - style ecological and natural social center", PHA Architekten deeply integrates commerce with ecology, social interaction, trends, and culture, providing a commercial sample with both local warmth and an international perspective for Guangzhou's construction of an international consumption center city.

The awards, co-hosted by Build4Asia and *PRC Magazine*, aim to recognize outstanding achievements, cutting-edge innovations, and breakthroughs in sustainability within the architecture sector.

Chongqing Halo Garden City is one of the major commercial projects completed by PHA in recent years. In our design, we carried forward the “ecological and diverse” philosophy of Halo Shopping Park and, within a new market context, further advanced the spatial evolution of eco-friendly commerce.

The over 4,000-square-meter “World Tree” three-dimensional space combines steampunk with a fantastical forest, creating a mysterious and awe-inspiring mechanical forest that integrates multiple functions, including diverse symbiosis, exploration of life, and interactive technology.

Headquartered in Hong Kong with a permanent presence in Shenzhen, PHA has long regarded Guangzhou and Hefei as vital partner cities. Our teams have executed numerous pioneering projects in these locations, including: Guangzhou Baiyun Lake Jinbo Tiandi, Baiyun New City Jinbo Commercial Headquarters, The Mall of Changlingju Commercial and Residential Project, Hefei Yaohai Tiandi, Hefei Changfeng County Gangji Town Urban Renewal Project.
The establishment of this branch office signifies closer proximity to projects and partners. It enables us to respond to market and client demands with more efficient and rapid services, while fostering a deeper understanding of cities and their evolving needs.

PHA was responsible for the mall’s interior design. Drawing inspiration from Anhui architecture, the design integrates thoughtful spatial planning, elegant circulation, and refined material application to create a commercial environment that reflects local identity while embracing a contemporary character.

Baiyun Lake Jinbo Tiandi is located on a site in the Xia Mao Village Industrial Park redevelopment area in Guangzhou. It was developed in collaboration between Guangzhou Chenggeng, a subsidiary of Zhujiang Industrial Group, and the Xia Mao Economic Cooperative, as an important practice of Guangzhou's urban renewal strategy. PHA PAIANG, as the architectural design and core atrium design firm for the project, drew inspiration from the Lingnan landscape, successfully transforming this village-level industrial park into a new urban landmark that blends regional characteristics with modern commercial vitality.

Located in the core eastern district of Chongqing Central Park, The Ring·Garden City integrates a shopping park, standalone commercial buildings, Grade A office towers, and specialty commercial streets. Its unique planning and innovative design pioneers a new commercial trend while delivering an unprecedented retail experience for residents. Over 260 brands opened on launch day, including nearly 100 regional flagship stores, attracting 280,000 visitors. The 4,000-square-meter mechanical forest spanning four floors became a major attraction, drawing thousands to experience and share the moment.

The event grandly introduced many commercial design projects in which PHA has been deeply involved, including Baiyun Lake Jinbo World, Foshan Jinbo Center, and Shenzhen International · Zhenyue World. In the future, PHA will continue to deeply cultivate the commercial real estate field, with an international perspective and localized practices, to help more partners achieve sustainable growth in commercial space.

2025

MAOGEPING, a renowned domestic cosmetics brand known as "China's Beauty Legend", has showcased China's elegant beauty with his artistry on fingertips for many years. This time, he presents a symbol of openness and sharing, a "treasure box", to the world to showcase the beauty of brand and architecture.

On October 8, 2024, the Iconic Award · Innovative Architecture ceremony was held grandly at BMW Welt in Munich, Germany, bringing together over 350 representatives from award-winning companies across more than 30 countries. In this hall of architectural art, these winners were celebrated for their outstanding design and creativity, receiving widespread international praise and recognition. Their works not only inspire awe but also represent the latest trends in the field of architecture!

After nearly four years of refinement, Foshan Jinbo Center has successfully become a popular check-in spot upon its opening!

Happy Father's Day！

Taizhou Olympic Plaza is situated on the main urban axis of Taizhou. The city in China boasts a rich culture and fine urban landscape. The plaza covers a total floor area of approximately 129,000 square meters. The architectural design draws inspiration from the bonsai. Blocks are stacked and arranged to showcase the form of architecture, integrating Green Concept into the design. Layered setbacks on the main facade create open green spaces so that the entire building looks like hugging the city. This space extends to the core of the building, there is a transparent sunlit glass room. The pedestrian route around the distinctive glass room forms a vertical eco-park transportation system and serves as the project's urban showcase. It is a model of thecombination of three-dimensional commercial and ecology.

The founder and Design Director of PHA, Dr. Xu, was invited to the party, and accompanied by Director Frank.

Season's Greetings & Sincere Wishes For a Happy Festival！

Taizhou Olympic Wanda Plaza is situated on the main urban axis of Taizhou. The city in China boasts a rich culture and fine urban landscape. The plaza covers a total floor area of approximately 129,000 square meters. The architectural design draws inspiration from the bonsai. Blocks are stacked and arranged to showcase the form of architecture, integrating Green Concept into the design.

Shanghai Qihe Road Walmart Renovation is located next to Shanghai World Expo Park and is a brand of Hanbo Group. With the development of commercial real estate, the traditional Walmart, which has been open for more than 10 years, can no longer meet the needs. PHA was commissioned by Hanbo Group to renovate the building and interior on the basis of preserving the original building, with a total floor area of 26,800 square meters. Opened in November 2021, it presents another model of Shanghai's urban commercial renewal for the industry.

Located in the core area of Tianjin's traditional business circle, the Tianjin SCPG Incity is a commercial project in stock to be vitalized. After successfully refreshing a number of inventory commercial projects, PH Alpha Design once again joins hands with SCPG Group to participate in the overall planning and conceptual design of this project, and helps create the most beautiful urban living room display surface for it. The "City Unpacking Ceremony" is held in May 2023.

I hope you are healthy and full of vitality.

Jinbo Tianjie is a new commercial landmark for Foshan, helping Foshan to enhance its influence as the key node city of Greater Bay Area.

Located in the central Guanshan Lake District of Guiyang City, Guizhou Province, this project includes a 6-story commercial podium and two 150m-high apartment towers with a total construction area of 79,500m2. The site design takes full advantage of the terrain’s height difference and integrates a sunken plaza at the south entrance for direct ground-level access to the LG level, which provides multiple ground floor entrances. Special light boxes decorate the top of the main and secondary South/North entrances. The colorful glazed glass combined with the floodlight design present a dazzling façade that is both modern and dynamic. The façade design features interlaced units and stepped terraces for the food and beverage industry. Large skylights are installed throughout the roof to bring natural lighting and shadows into the atrium.

PHA wish you a Happy Mid-Autumn Festival ！

Hongkong Land's Yorkville – The Ring won the highest award for Comprehensive Commercial Project - Gold Award for Mixed Use with innovative design concept.

This project is located in the core area of Dongli District, west of Jincheng and east of Bincheng, in the core axis of the development of the twin cities. It is adjacent to the starting point of "Jinbin Avenue, the main axis of the development of the twin cities of Tianjin and Binzhou", which is the main artery of the development of the twin cities of Tianjin and Binzhou, and can import the two-way passenger flow of Tianjin and Binzhou. It is also located in one of Tianjin's double subway superstructure TOD projects, which is seamlessly connected to the Shaliu South Station of Subway Line 4 and Line 10. In the future, it will take over the two-way spillover from the central city and can enjoy the population development dividend and has development potential.

As a representative of outstanding design in the Asia-Pacific region, it compete with similar works from eight regions around the world, including Europe and America, for the best international awards.

The Dragon Boat roars loudly

The beauty of the world is the Dragon Boat Festival

May you have the best New Year ever！

Hongkong Land's Yorkville – The Ring by PHA was again favored by the judges and crowned the Platinum Winner in the Architectural Design category.

Designed to present a new intelligent commercial and provide residents with unique premium lifestyle and shopping experiences,Hongkong Land's Yorkville - The Ring provides customers with a new way to appreciate harmonious living with nature and also encourage them to enjoy healthy lifestyles by helping them connect to the natural origins of all life.

Founder by Farmani Group, the OPAL Award is a culmination of over 35 years of expertise in the awards industry. It aims to bring exposure and reward the best property projects in Interior Design, Architectural Design, and Property Development from around the world. 

Led by PHA Director Clive Chow, the project is inspired by the mountain and sea culture of the site, intending to gather graceful space and high-end retail experience to put the project on the city map as one of the leading commercial development.

The London Design Awards is a part of the DRIVEN x DESIGN Award Programs, the world's largest network of Design Award Programs. It provides marketplace recognition across an extensive range of categories and celebrates the creativity and courage of those who are leading the way.

"Commercial has evolved from basic single function to a complex of city life. When basic shopping malls can no longer meet the multi-layered needs of customers, developers and architects have to respond and consider how to effectively create the integration of new retail forms." He then took two PHA projects as examples, including The Ring in Chongqing and Aoti InCity in Hangzhou, to demonstrate how design can be maximized into commercial value.

MIPIM ASIA AWARDS 2021 announced the final shortlist rencently，33 projects in 11 awards has been qualified.

Our project Hongkong Land's Yorkville - The Ring，has stand out from 100 projects of 10 countries. As one of the entries in the ‘Best Retail Development’ category，it will compete with two other entries at the awards banquet held in Grand Hyatt Hong Kong on December 8^th.

With the architecture and interior designed by PHA, this retail development has a gross floor area of 213,000 square meters providing multifunction of shopping, entertainment, social, sports and culture, leading a new experience trend for Hangzhou.

1. Merit award in Outstanding Retail Design – APAC
2. Winner in #MyFavourite (Online Voting) New Retail Space

Huaxia Center is a mixed use development that includes Grade-A offices, a 5-star international hotel, a boutique shopping mall and a rain protected shopping street.

The facade of the office building tower is dominated by vertical lines. The vertical line patterns set at two diagonal corners of the building are connected with the canopy, forming like a waterfall pouring down from the top of the mountain, as if a beautiful white ribbon is falling down among the petals.

The birth of each project embodies the efforts of PHA design team. We appreciate the contributions of every employee and we are also grateful for the honor given to us by the Novum Design Award. PHA has achieved great results this time, but what also be kept in mind is the original intention. In the future, we will continue to uphold the concept of innovation and bring more unique designs to the city.

PHA Winning Projects：

Architectural Design Category

1. Chongqing CIFI Group Yuelai Commercial Project
2. Foshan Jinbo Group Jinbo Tianjie

Interior Design Category：

1. Shanghai Qihe Road Walmart Renovation

About Novum Design Award：

NDA is the World's leading Design Award, the proof of the quality. NDA offers international fame and recognitions for talented Designers in Architectural Design Category, Interior Design Category, Urban Planning and Landscape Design Category, Furniture Design Category, Lightning Design Category, Digital Art and Graphic Design Category, Packing Design Category, Product Design Category, Fashion and Textile Design Category, Photography and Photo Manipulation Design Category.

In order to provide employees with opportunities to relax after work, enrich their leisure life and enhance team cohesion, PHA Shenzhen company organized a two-day team building activity in Zhuhai during July 23-24.
As a member of the design company, we not only create design for a better life, but also explore life in order to achieve better design.
Following the company's philosophy of people oriented and encouraging innovation, we always remain enthusiastic and bravely take the steps of exploration.
CREATE POSSIBILITES. WE ARE IRRESISTIBLE.

概述
PHA湃昂成立于2013年，是一家以追求创新设计和领先概念为设计核心的建筑设计公司，涉及建筑设计、室内设计、总体规划多个领域。创始人徐子苹。公司总部位于香港，在伦敦、深圳、上海及北京设有分公司。

基本信息栏
公司名称：湃昂国际建筑设计顾问（深圳）有限公司
经营范围：建筑设计、室内设计、总体规划

英文名称:PH ALPHA DESIGN LTD  
公司类型:有限责任公司    所属行业:建筑设计
成立时间2013年           创始人：徐子苹

总部地点：香港            员工数：100

公司简介
PHA湃昂2013年创立于香港，伴随业务范围不断扩大，先后在伦敦、深圳、上海、北京设立分公司，汇聚了欧洲、香港和国内的设计业内精英100余人。
PHA湃昂以追求创新的设计和领先的概念为设计核心，在建筑设计、室内设计、总体规划多个领域不断突破，涉及包括购物中心、商业零售空间、商业街区、甲A办公、酒店住宅、文化公共建筑等。秉承创新、杰出、实用、经济和可持续发展的设计原则，始终坚持创新为先，对于设计创意的坚持，确保了每个设计作品的创造力和价值最大化。
2015年取得全球最佳建筑设计大奖之后，相继荣获最佳综合体建筑、最佳商业零售建筑、最佳公共服务建筑、 最佳休闲建筑、最佳办公建筑、最佳零售室内空间多个类别最高荣誉。

发展历程

2013年创立PHA湃昂

负责项目
2016年重庆华宇天宫花城F地块设计完工，项目面积138,623㎡

2017年荣德SPACE立面设计项目设计完工，项目面积224,000㎡

2018年4月重庆房地产职业学院图书馆设计完工，项目面积80,000㎡

2018年9月28日龙湖常州龙城天街开业仪式隆重举行，项目面积199,300㎡

2018年12月24日深圳印力中心（原深国投广场）盛大开业，项目面积128,000㎡

2020年9月24日龙湖南京江北天街盛大开业，项目面积220,000㎡

2020年12月11日西安龙湖香醍天街盛大开业，项目面积64,000㎡

2020年12月杭州华夏之心盛大开业，项目面积369,110㎡

2021年4月23日香港置地重庆The Ring光环购物公园盛大开业，项目面积443,800㎡，

2021年6月13日华润置地重庆大渡口万象城盛大开业，项目面积488,210㎡，2021年6月鲁能领秀公馆盛大开业，项目面积199,400㎡

经营范围
PHA湃昂设计业务范围包括建筑设计，室内设计以及总体规划等。

公司规模
PHA湃昂总部位于香港，并在伦敦、深圳、上海、北京设立有分公司，汇聚了来自欧洲、香港和国内的设计业内精英100余人。

公司荣誉

2014年

入围WAF世界建筑新闻大奖商业建筑大奖

2015年

获得IPA国际房地产大奖最佳零售建筑奖

获得国际最佳休闲建筑奖；

获得全球最佳商业建筑设计奖

2016年
获得IPA国际房地产亚太中国区五星最佳公共服务建筑奖，

获得亚太中国区五星最佳综合体建筑奖

2017年

获得亚太区最佳商业建筑设计奖
获得亚太区最佳休闲建筑设计奖
获得IPA国际房地产亚太中国区五星最佳零售建筑奖；
获得A&D建+设奖最佳公共空间卓越奖

获得A’国际设计大奖赛建筑和结构设计银奖；

获得2017年度世界建筑节奖

获得WAF世界建筑节未来办公项目最终提名奖；

2018年

获得A'设计大奖赛建筑和结构设计银奖

国际房地产大奖最佳办公建筑奖；

2019年

获得2019年A'设计大奖赛建筑和结构设计优胜奖、IPA国际房地产大奖国际最佳零售室内奖、亚太中国区五星最佳零售建筑奖

获得MAPIC全球商业零售地产峰会奖最佳未来购物中心最终提名奖、美国建筑大师奖商业建筑荣誉奖

2020年

获得第五届REARD全球地产设计奖商办类建筑金奖

获得IPA国际房地产奖（International Property Awards）亚太中国区综合体建筑优胜奖、The PlanAward国际奖零售类未来项目最终提名奖、环球RLI零售休闲大奖（The Global RLI Awards）最佳未来项目最终提名奖

2020年

获得IPA国际房地产奖亚太中国区零售建筑优胜奖、IPA国际房地产奖亚太中国区零售建筑优胜奖、第五届REARD全球地产设计奖城更产城类铜奖、第二届REARD城市更新设计推荐榜、第19届深圳市优秀工程勘察设计奖优秀建筑工程三等奖

获得CREDAWARD 地产设计大奖室内设计优秀奖、入围The Plan Award国际奖改造翻新类已建成项目并获得公众投票特别荣誉大奖

获得Loop设计大奖室内设计荣誉奖

2021年

获得缪斯设计奖铂金奖及金奖

企业文化
「创新」、「杰出」、「实用」、「经济」和「可持续发展」是 PHA 湃昂的基本设计原则；我们的宗旨是持续设计独特创新的作品和善用先进成熟的技术。

企业口号：追求卓越，力创辉煌。

企业愿景：分享，成就美好生活

企业价值观：相信、创新、感恩、分享

As the only large-scale complex that is due to open before the 19th Asian Games in Hangzhou, Aoti InCity will bring this region a high-end and vibrant retail destination. Social shopping retail form is proposed in Hangzhou Aoti InCity as more services is integrated and the process is combining the technology.

Stay tuned for further updates!

PHA is proud to be the design architect for this project. Having a five-star hotel, a Grade A office building and 140,000 square meters of retail, Jinbo Tianjie is expected be the signature of Guangzhou-Foshan area and even the Greater Bay Area.

The Ring Design Forum was held at PHA Shenzhen Office. PHA Founder, Design Director Dr. Ping Xu and Senior Associate Director Ryan Tong attended the forum and delivered keynote speech to share their design experience of Hongkong Land's Yorkville - The Ring.

"China is growing a new form of commercial space and aesthetics shall turn into a new strength." Dr.Ping tooked The Ring as an example and emphasized that it follows the thinking of satisfying the need in functional space, and challenges the traditional beauty and brings originality to the facade design.

May Day holiday has been a boost for China's consumption, as shown by surging spending in different retail formats. In Chongqing, The Ring witnesses the regional record-breaking economy and this brand new landmark is as well a manifesto of PHA’s scenario-based experiential design capability.

Watch the report here:

https://video-realxen.oss-cn-heyuan.aliyuncs.com/ph-alpha/20210507.mp4

Hangzhou Huaxia Center-2021 MUSE Design Awards Gold Winner

The LOOP Design Awards debuted the first edition of its prize in 2020 and aims to become one of the most prestigious and recognized awards in the Architecture and Interior Design industry.

Don't miss the chance to join!

https://bit.ly/3fsH9tP

The awards celebrate the highest levels of achievement by companies operating in all sectors of the property & real estate industry. An International Property Award is a world-renowned mark of excellence.

PHA provides a designing plan integrating the building and its interior, which creates the largest flagship Paradise Walk in Nanjing based on the area’s strengths and development potentials. Longfor Nanjing Paradise Walk is adjacent to the natural scenic spot of Laoshan Mountain and boasts rich urban landscape resources in the northeast of the base. PHA design team puts forwards the design concept of “Ecology, Sports and all-formats” by adopting mountains and natural scenery as the core idea. Longfor Nanjing Paradise Walk wins the Bronze A' Design Award - A' Architecture, Building and Structure Design Award in 2019.

Happy Dragon Boat Festival 2020

After a thorough analysis of this Project, we try to use modern art techniques to lead the new fashion trend while carrying the mission of Tianjin's long cultural and historical memory, and reshape the new position of century-old "Golden Street" business of Tianjin City. 

A few days earlier, PHA emerged from 2 rounds of fierce competition involving 6 renowned international architecture designing institutes, and won the competition in the international bidding of Genzon Group's Dongguan Binhaiwan New Area Industrial Park project.

PHA thank you for your support and companionship in the past year.
Happy Chinese New Year !

On December 21, the 2019 BI-CITY BIENNALE OF URBANISM\ARCHITECTURE (Shenzhen) officially raised the curtain. With the work Urban Origami, PHA was successfully selected into UABB's “Ascending City” Section through the public global project collection, and it creatively proposed “Super Polymers” as the future urban development concept, interpreting the theme of this Biennale, namely “Urban Interaction”. The exhibits will be exhibited in Shenzhen Museum of Contemporary Art and Urban Planning (Booth A12) from December 22, 2019 to March 8, 2020. PHA invites you on scene and imagine the future cities with us.

On the night of December 2nd, the award ceremony for the 2019-2020 Annual International Property Awards was grandly held in the Savoy Hotel, the most renowned and luxurious hotel in London, UK.

The Changzhou Longfor Paradise Walk designed by PHA won the 2019 Best International Retail Interior of International Property Awards, the only award of its kind in the world. This award is received after PHA won the Best Retail Architecture (2015), the Best Leisure Architecture (2015), the Best Office Architecture (2017) and many other awards that are of the highest honor.

The International Property Awards is one of the most influential design awards in the world. Earlier this year, Changzhou Longfor Paradise Walk beat other works in its category from China and Asia Pacific, and won the awards of 5 Stars Best Retail Interior China and Best Retail Interior Asia Pacific successfully in the competition for the Asia Pacific Property Awards. As an excellent design representative in Asia Pacific, it also competed for the Best International Award together with works of its kind from Europe, America and other six global divisions. Once again, it stood out among the great works created by the design teams from many countries and regions in the world and finally gained the award.

Good news from MAPIC Awards announcement today, PHA's Hongkong Land's Yorkville - The Ring in Chongqing is honored to be recognised as a finalist for the MAPIC Awards BEST FUTURA SHOPPING CENTRE category this year! This is the only Asia Pacific project honored in the final shortlist, let's look forward to the results on November 14th!

On September 28th, Chief Architect of PHA Mr. Yi Tong was invited to attend the Global Top Designing Team of Eye of Spring & Kunming Spire Summit held by Junfa Construction Group. In the summit, he shared PHA’s designing concept and process revolving around the intended dialogue of “Design Makes Kunming Better”.

Junfa Dongfeng Plaza (Eye of Spring) has been highly eye-catching since the launch of the project. Set in the absolute CBD of the major city of Kunming, the project is positioned at large-scale international urban complex which serves as the epoch-making landmark of central Kunming City. Covering the high-end commercial centers, Class A offices, super five-star hotels, luxury apartments, recreation and sightseeing, subway check-in and etc., it will be a new commercial landmark of Kunming City in the near future.

PHA cocktail reception 2019 ended at Victoria Harbour in Hong Kong on 20 June.
We sincerely thank the clients, business partners and friends for supporting and joining the event to celebrate PHA 7th anniversary together!

On the evening of May 23, Dr Ping Xu was invited to the "mangrove night" charity dinner in 2019. Organized by Shenzhen Mangrove Wetlands Conservation Foundation (MCF), the event is dedicated to public education on mangrove coastal wetland protection and environmental protection.

Paying attention to the natural ecology is also concerned about our own future.

Sustainability and the impact of buildings on the environment are also important issues that PHA has focused on in its design practice.

PHA keeps breaking through in the field of commercial architectural design, and created design with innovative thinking, which has made PHA gain more attention in the industry. On April 12, at the China Commercial Real Estate Summit Award Ceremony, PHA won the honorary title of Excellent Service Organization.

PHA's exhibition works: neon matrix, with Hong Kong's 1970s as the background and Hong Kong's street neon as the design language, shows the new concept of symbiosis of media and commercial space. 100 white tower models of 2.0 meters in height are open for the 100 exhibitors to re-define the spatial potential while maintaining its envelope as a collective urban form.In this installation, ‘space’ were cut diagonally into different size to meet various personalized demands. Four continuous LED strips facing different direction were created. The LED volumes intertwine with the building massing which blurs the boundary between media and space. It metaphor that retail space is enriched by the embedded media and to bring unique visual and sensory experience to customer. The acrylic represents online branding and shopping which become an inseparable part of retail and it offers higher efficiency and all-pervading service to consumer. We wish to represent this interesting mixed retail environment through this exhibit.

PHA was honored to be invited to participate in this major event, including Ms. Li Nan, Vice President and General Manager of Business of Longhu Group, and the President of CGV Cinema, who delivered speeches at the opening ceremony.

In building design, PHA is to highlight the two main entrances, using the transformed strip LED lamp, and discolored aluminium plate, using digital (parametric) design technology to create a fantastic effect. The printed aluminum plate at the top of the body is extracted from the unique folk culture of "Changzhou embroidery".

PHA originally created "Canal Boat" emptying platform to vividly reproduce the commercial customs on both sides of the canal, 245 meters main waterway atrium line, create IP commercialization space, play the original attraction of the project. Details more reflect the meticulous attitude of the design. Focusing on the theme of "Canal Boat", PHA designs interactive devices of "River Wharf" and "Watchtower" in the other two main atriums to further strengthen the development of the interior theme. PHA breaks through the homogeneity barrier of traditional shopping malls with its unique canal ecological space IP, innovates and improves in the aspects of space building and scene building, breaks through the invariable spatial pattern, and integrates social and humanistic attributes to bring diversified experience to consumers.

It is located in Panlong District of Kunming, with a construction area of ​​653,324 square meters. It is on the side of the most central “Dongfeng Square”, the west side is the famous Panlong River, and the east is Beijing Road. It is a mature commercial circle in Kunming. The road along the road is the gathering area of ​​Kunming office buildings. The project site is the only commercial gold treasure in Kunming. The project will be a large-scale complex project in Kunming, which includes 8 floors of a total of 110,000 square meters of shopping malls, Class A Building, super 5-star hotels and super high-rise luxury apartments. PHA has mastered the general plan and buildings. Coordination, as well as architectural design of the mall, including façades, moving lines and business planning advice.

On May 10, 2018, Hong Kong's famous architectural magazine "PRC Construction" held a biennial architectural forum in the Build 4 Asia 2018 venue. The theme of this year is "China Construction and Present Style". This event invited a group of outstanding industry participants to participate in the promotion of industry dialogue and exchange to promote industry development. Mr. Zhou Jiayu, Director of PHA, was invited to participate in the event and delivered a wonderful speech on the spot. He had an in-depth exchange with other invited guests to discuss new trends in the industry.

PHA cocktail reception 2018 was successfully completed in Hong Kong, July 12. 

PHA founder Dr. Ping Xu, Board director Mr. David Roberts and Mr. Clive Chow, and a group of domestic and foreign clients and well-known persons attended the reception. This reception is to thank the clients and friends who support PHA in the past five years, and to build a platform for communicate with each other in the industry.

The guests at the reception included new friends who met for the first time, old friends who have been always staying with us, even some foreign customers who came from afar. Many distinguished guests took time out of their busy schedule to celebrate the PHA annual grand ceremony together.

PHA cocktail reception was held in The Hong Kong club, it was established in 1846. Its Members included government officials and the heads of major trading firms. The atmosphere of the ceremony is noble and elegant, the guests and friends are welcomed with good wine. This is a night belongs to PHA.

Presenter ：Dr. Ping Xu, Design Director of PH Alpha Design

‘A shift of Retail Climate’ Ping presented her 20 x 20 Pechakucha on the stage of MIPIM Asia 2016.

‘Retail Architecture develops along with consumers growing expectation of retail activities. Today consumers are looking for more than just to acquire purchase to fulfill their physical need in life. They need more to satisfy their Spiritual & Cultural Needs in their shopping experience. In order for a retail architecture to maintain a leading position in the fierious competitive market, regardless of whether it is a Mall, a Life Style Shopping Village or a Combination of Everything, it has to be established and flexible to cover all the current and future need of consumers.’

A few aspects is covered in the presentation with example of PHA’s Design, including:

• Cultural Aspects of Retail Space

• Wow Aspects at Architecture and Space Design

• Entertainment Factors and Facilities

After our first partnership with SCP Group for Shenzhen SCPG Plaza Renovation project, PHA is honoured to be appointed again by SCP Group as the architectural and interior designer of their new shopping mall – SCP Group Olympic InCity in Hangzhou, China.  It will be located next to the Olympic Sports Center and the International Expo Center, the area of Qianjiang Century City in Xiaoshan District.

We gave a theme of 'Fly High' to this shopping mall implying that Xiaoshan District will become a vibrant and prosperous district, given its positive development background of Xiaoshan Airport economic zone. The focal point of our design is the innovative cross-floor eco-atrium located between the 5th and 6th floors, derived from the design theme. The stretch-wing glass ceiling structure combining with the glass atrium and set-back, not only vivid and beautiful, but also coordinate well with its function. The outdoor frame area with the continuous growing and changing green plants – delivers our concept of ecological shopping experience perfectly.

With our innovative design concepts and techniques, PHA ensures you this shopping mall with breathtaking features will become another iconic landmark in Hangzhou, China.

As a guest speaker, PHA Design Director Dr. Ping Xu, as a professional architectural designer with over 20 years experience, shared her unique insights to the topic – “New Definition of Shopping Mall” during the panel discussion.

“With the improvement of economy and social life, shopping is no longer the process of consumption, but an experience, a complex multi-dimensional sensory experience. Design in which played a pivotal role.”

“Recently, experimental shopping mall is becoming more and more popular, many shopping malls are pending for an upgrade. Architectural design plays an important role in this. As one of the leading company in this commercial retail industry, PHA always provide our clients a model for the future, is commercially successful, and, exceeds their requirements.”

It is honored PHA is awarded as "Outstanding Service Company of the China Commercial Real Estate Industry” for another year. PHA Director Mr. Clive Chow expressed his thanks: “This is certainly a big recognition and encouragement to all of us at PHA. Our team will continue our hard working for providing our clients more innovated and excellent designs in order to maximum the value of their projects.”