INS (Into Nothing Serious) at Fuxing Park
How to describe INS? Well, it’s a bit difficult so I’ll defer to SmartShanghai whose writers put it nicely:
“INS, which stands for ‘into nothing serious’, is a six-story building in the middle of serene Fuxing Park that houses nothing but venues of diversion: a load of bars and nightclubs, a KTV and a few restaurants for good measure.
It's basically an everything-in-one-place clubbing destination and a night out entails riding the elevators floor by floor, going to everything from a bougey celeb-frequented hip hop club, to a underground techno club, to a student dance bar, to an upscale cocktails place. It's been described as "Found 158 but in a building" -- accurate!”
Yea, pretty crazy project. A huge development, filled mostly with nightclubs, restaurants, and other fun things to do. All next to one of the best parks in Shanghai and the very popular Sinan Mansions development.
What I did:
Links
At JWDK we developed the master brand mark with some core motion components. The client however took the branding we developed and has really run with the identity, quickly becoming one of the hottest nightlife spots in Shanghai, if not all of mainland China.
Marketing Communications
Oh and you’ve made it this far down the page, here are some seriously unserious things we created during the concept phase that didn’t make the full cut.