AI Plaza is part of the first flagship commercial development in the area and is China's first shopping mall surrounded by a large swathe of art galleries and museums. The plaza was aimed to blend the cultural atmosphere, art vibes, and the intelligent gene of the West Bund to become a unique landmark. However, the existing façade design was rigid and monotonous. It looked opaque and dull. It was not engaging and without prominent entry. Therefore, a new façade designer was employed. The design team transformed the plaza into a welcoming and exciting retail destination with the most efficient means — the new façade used a "box of surprises" as the design concept. The design pops the retail contents through the existing grid. A cluster of small elements is applied to become the Art and IP displays framework. The new design successfully turned the façade into a Vertical Gallery, echoing the surrounding cultural atmosphere and, at the same time, increasing advertisement opportunities.