Shougang Industrial Park / Capital Steel

Do Cultural Development Better

Silent for almost a decade, the sprawling Shougang Industrial Park in Beijing’s Shijingshan district was once the home to one of China’s largest steel manufacturers. The massive century-old steel and iron-making complex was selected as the ambitious centerpiece of Beijing’s urban renewal project. Covering an area of several square kilometers–a vacant city of industry within a city– the complex encompasses protected monumental industrial structures, protected cultural assets, and wetlands.

Project Type

Urban planning, urban renewal, mixed use development, green corridor, cultural, business and entertainment hub


Shougang Group (Capital Steel) Industrial site, Beijing, China


Shougang Group (Capital Steel)


  • To transform a vast industrial site into a stunning model of 21st-century urban renewal that would reinvigorate the surrounding area.
  • To reclaim and redevelop a former industrial site into a healthy lifestyle, creative, entertainment, and business hub requiring environmental remediation and infrastructure.
  • To preserve the industrial heritage of the site.


The scale and complexity of the project demanded holistic thinking on an urban scale, incorporating a host of interrelated concerns on the macro and micro level. Our approach was to view the existing site and its potential future within an ecosystem framework, both in the traditional ecological sense and as a complex human network. How could we create an environment in which an urban ecosystem would take hold, grow, and thrive far into the future?


  • To reinvent the area as a cultural, arts, and entertainment hub, mixed-use center, business incubator, and green lifestyle corridor.
  • To reimagine and redevelop the steel plant structures as a destination heritage site including curated art and cultural experiences.

The Results

Phase 1 of the project is moving forward and the seeds planted have begun to grow. A number of architects, designers, and businesses have begun using the area for events and business incubation. Individual project designs and new cultural attractions are advancing. The Shougang Industrial Park is now home to the Beijing 2020 Olympic Games Organizing Committee and also being transformed into the Big Air snowboarding venue for the games.


  • Iconic Steel Plant Structures
  • Wetlands
  • Cultural Assets


  • Executive consulting
  • Brand and technical advisement
  • Destination brand narrative
  • Long-term development planning
  • Conceptual master planning
  • Attraction development
  • Industry introductions
  • Team building
  • Green / eco friendly design 
  • Health / wellness / outdoors lifestyle experience program recommendations
  • Entertainment program development
  • Recommended content programming
  • Phasing program

More Work

We worked with the iconic global cruise brand to expand their experiential entertainment offering with the development of new experiences for their upcoming projects. Tapping into their extensive history, strong consumer relationship, and powerful brand, we worked with the new builds division, leading global manufacturers, technologists, and developers to bring new ideas to life.

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