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1/11 2008

GREENPIX, BEIJING’S FIRST ZERO ENERGY MEDIA WALL


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BEIJING – Simone Giostra & Partners Architects have designed the GreenPix – Zero Energy Media Wall – a groundbreaking project applying sustainable and digital media technology to the curtain wall of Xicui Entertainment Complex in Beijing, near the site of the 2008 Olympics.


Xicui_302 (c)SimoneGiostra-ARUP
Featuring one of the largest color LED display worldwide and the first photovoltaic system integrated into a glass curtain wall in China, GreenPix transforms the building envelop into a self-sufficient organic system, harvesting solar energy by day and using it to illuminate the screen after dark, mirroring a day’s
climatic cycle. Arup provided lighting design and façade engineering for the project.

“The Media Wall will provide the city of Beijing with its first venue dedicated to digital media art, while offering the most radical example of photovoltaic technology applied to an entire building’s envelope
to date”, said Simone Giostra. Greenpix behaves like an organic system, absorbing solar energy during the day and then generating light from the same power that evening. The project promotes the uncompromised integration of sustainable technology in new Chinese architecture, responding to the aggressive and unregulated
economic development currently undertaken by the industry, often at the expense of the environment.
With the support of leading German manufacturers Schueco and SunWays, Giostra and Arup developed a new technology for laminating photovoltaic cells in a glass curtain wall and oversaw the production of the first glass solar panels by Chinese manufacturer SunTech. The polycrystalline photovoltaic cells are laminated within the glass of the curtain wall and placed with changing density on the entire building’s skin. The density pattern increases building’s performance, allowing natural light when required by interior program, while reducing heat gain and transforming excessive solar radiation into energy for the media wall.

Content architecture: a new medium
GreenPix is a large-scale display comprising of 2,292 color (RGB) LED’s light points comparable to a 24,000 sq. ft. (2.200 m2) monitor screen for dynamic content display. The very large scale and the characteristic low resolution of the screen enhances the abstract visual qualities of the medium,
providing an art-specific communication form in contrast to commercial applications of high resolution screens in conventional media façades.
Xicui’s opaque box-like commercial building gains the ability of communicating with its urban environs through a new kind of digital transparency. Its “intelligent skin” interacts with the building interiors and the outer public spaces using embedded, custom-designed software, transforming the building façade into a responsive environment for entertainment and public engagement.
The full integration of media/information technology with architecture in an urban context represents a new kind of communication surface devoted to unprecedented forms of art, while projecting
information about the behavior and activity of the building to a wide range of distances and engaging a vast audience within the city of Beijing. The innovative use of technology and experimental approach to communication and social interaction defines new standards in the context of urban interventions worldwide, raising global interest in the integration of digital technology with architecture and reinforcing the reputation of Beijing as a centre for innovation and urban renewal.

About Simone Giostra & Partners Architects
The project was designed and implemented by Simone Giostra & Partners, a New York-based office with a solid reputation for its innovative curtain walls in Europe and the US, with lighting design and façade
engineering by Arup in London and Beijing.
Simone Giostra graduated from the Polytechnic School of Architecture in Milan, where he earned a Master’s Degree in Architecture in 1994. He acted as Project Architect for the construction of several
prestigious buildings in the US and Europe for Alvaro Siza, Raphael Vinoly, Raimund Abraham, Steven Holl and Richard Meier.
The knowledge acquired in more than 12 years of professional practice led Simone Giostra to create a company dedicated to the investigation and performance of architecture and new media. The office
combines a series of existing and new professional collaborations and cross-disciplinary partnership to address the full potential of the contemporary condition. Currently, the firm is responsible for the design and implementation of some of the most innovative projects under development in China, including the Jinbao Entertainment Center in Beijing and the Jingya Grand Hotel in Wheihai.
Simone Giostra is also involved in the academic community, combining professional practice with a commitment to investigation and research. Currently, he is Visiting Professor at the Graduate School of
Architecture, New Jersey Institute of Technology, and at PRATT Institute in New York. He has lectured extensively in Europe and the US, most recently at the Polytechnic School of Architecture in Milan and at
the “SOM Lecture Series” in New York.
About Arup
Arup is a global firm of designers, engineers and business consultants providing a diverse range of professional services to clients around the world. The firm is the creative and inspirational force behind
many of the world’s most innovative and sustainable building, transport and civil engineering projects. Arup provides its clients with the brightest minds who provide extraordinary business advice and creative
solutions for the built environment.
Arup has operated in China for more than 30 years and almost a quarter of its staff are based in Hong Kong and the mainland. It has worked on more than 500 projects in the country including sports venues,
skyscrapers, airports, bridges highways and railways.
Established in 1946, Arup has over 10,000 employees, based in more than 90 offices across more than 35 countries, working on up to 10,000 projects at any one time. Its unique structure, with the firm held in trust
on behalf of its employees, gives Arup complete independence. Profit at 31 March 2007 was £48.5m
GBP, before tax and profit share, while turnover rose 21% on the previous year to reach £572.4m.
Arup’s multi-disciplinary approach means that any given project may involve people from any or all of the sectors or regions in which it operates. Its aim is to achieve excellence in all it does by bringing together the best professionals in the world to meet our clients’ needs.
Lighting Designer and Façade Engineers: Arup
Solar technology R&D: Schüco International KG, Sunways AG

Contact: Dan Schwartz Tracy Liu, 刘子阳
Susan Grant Lewin Associates Arup Beijing
+1 212 947 4557 +86 10 5960 1164
dan@susangrantlewinassociates zi-yang.liu@arup.com
For more information about GreenPix, please visit: http://www.greenpix.org

 

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