On the bustling Nanjing pedestrian street in Shanghai, buildings are lost among one another; a crowded collage of signage fighting for attention. The challenge was to differentiate from neighboring buildings while creating meaningful brand identity and a valuable experience for pedestrians. The façade is a dynamic, ever changing façade. A multi-layered, three-dimensional design allows diversity in optics, a reflection of the diversity among Shanghai’s inhabitants and tourists. Because of the multilayered construction, the façade appears to have a different face depending on the viewer’s point of view, encouraging passers-by to notice the façade not once but several times. Stand still for a bit of wonder among the fast-paced city of Shanghai.