Mission United Imaging Healthcare is a supplier of high-end medical equipment and digital medical solutions in China. Considered to be the ‘Apple’ of medical industry, with highest standards for technology innovation and product design. Thus, UIH invited us to design a showroom in its new production base in Wuhan, and hope that this space is not only just a container for products, but also a provoker of emotions. Concept Benefiting from the architecture having 8m height and 3000 sqm of column-free space, we are able to create an oval space with minimal structures and unique scales. Incorporating minimalism, the curation of color, material, and design blurs the boundary of space and time. Visitors feel like walking into an elegant prose poem. Space is a sentence, products are words, and visitors are symbols for interpretation. Realization The space dramaturgy is divided in 5 parts of a poetry: Blank Space - Conflict - Symmetry - Perception - Progress. The prologue, a low ceiling space, is suppressing visitors expectations. Suddenly, the revolving doors swing open and unveil a breathtaking view into the central space. The visitors become tiny dots compared to the backdrop of the huge space and machines. The use of vertical and horizontal lines for decoration, ventilation and lighting create a rhythm in space. Translucent and fully matte surfaces building a contrast of softness and resistance. The symmetrical flow make the space poetic and also clarifies the functionality. Structure of poetry part 1: Blank Space The prologue zone is a pure white, low ceiling square box. The semi-closed space is separated from the public space by a screen wall. When the visitors walk into the space, they could look through the dim light, and see the scattered texts on the white wall, and feel the restraint and tranquility of the space. Structure of poetry part 2: Conflict After the visitors gathered in the small space of the prologue zone, the audience‘s emotions are suppressed to the extreme. Suddenly, the four revolving doors swing open, and everything becomes clear. A huge 2000 sqm. space of 8 meters in height, without pillars, instantly greets the eyes. United Imaging’s star products, are laid out radially and the first to be seen. The visitors become tiny dots compared against the backdrop of the huge space and machines. Such a dramatic opening takes people’s breath away. Structure of poetry part 3: Symmetry A ring is superimposed in the elliptical space, which is divided into 3 sections from the vertical direction. On eye level: A dialogue between products, content and audience like a sonnet. The floating elliptical ring: 24 projectors representing the corporate brand value. Above the exposed ceiling: coated with black paint like an eternal chorus. The oval ring also divides the entire showroom into 3 spaces horizontally. On The left side is the presentation hall, and on the right side is the „Miracle Heart“-the area for ​​United Imaging’s core component. Structure of poetry part 4: Perception In order to reflect the UIH’s product design, while creating a large-scale space, we simplified the design of other dimensions to the extreme. Space: There is hardly any visible seams or supporting structures. Color: Simplified to only white and grey used. Materials: Except for the embedded LED‘s, everything is made of matte materials, which leads to almost no reflection in the room. In this super-sized space, there is neither a reference in the spatial scale nor a reference in the passage of time. Visitors can only hold their breath, explore the space, and marvel at the design. Structure of poetry part 5: Progress Different from the horizontal visual extension of the central hall, the presentation hall uses vertical elements to extend the space; the opposition of black and white on a large scale makes the space more intense. On the other side lies the „Heart of Miracles“. This space displays United Imaging’s extremely exquisite core components. The space is completely square, and the two closed light strips are criss-crossed, visually cutting the space into 4 small “blocks”, which correspond to the 4 product sections precisely. At the intersection of the light strips is a square island booth, the focal point of the room.