Beijing Performing Arts Center

Beijing Performing Arts Center (BPAC) is a recently opened space for contemporary performing arts. When visited the center two years ago, I found its brand identity to be conventional and outdated, missing an opportunity to engage a wider audience. With multiple theaters and diverse programs, the center lacks a clear communication structure to help audiences easily navigate performances and spaces. This rebrand changes BPAC as a gathering space that blend the rich heritage of classical performances with avant-garde styles and cutting-edge technology, crafting an experience that speaks to the next generation.