insight
One local in the focus group shared that the TV is constantly on in Guangzhou — a sentiment that resonated with other participants as well. This unique relationship with sound, movement, and even noise inspired the direction of further exploration. Despite the common belief that the constant rush, sound, and controversies in Guangzhou bring disruption, we found that our target audience sees this hustle as organic. They don’t want to escape it but seek elements of moderation — in food, alcohol, and leisure.
The challenge
Create a space where professionals and visitors naturally meet, balancing the city's intensity with intention.
Septa
Objective
Guangzhou is alive with energy, noisy, constantly evolving, and full of surprises with its contrasts. Slums on one street, and Zaha Hadid’s futuristic architecture on another. Locals, tourists, and business professionals all converge, creating a world that’s rich in layers of culture.
What does a professional, who faces great responsibility every day, need in a city where a passing tourist is looking for something modern yet unique? What feels familiar to him? How can an easy, natural dialogue be created between them in one space?
Strategy
Septa: The Line Between
Septa, translated as line or transition, represents a passage into an intentional space of release. It’s a space inside the larger whole, allowing for transition, not escape, where different groups can meet without boundaries. It’s a blend that connects people from all walks of life. A space where modern and traditional coexist, creating an environment that refuses to be confined by limits.
© 2025 Rufina Fakhritdi
