CCTV Headquarters is a broadcasting, production, and office facility for 10,000 workers housed within a looping 44-story skyscraper in the Beijing Central Business District. Designed by OMA, its iconic form and interdependent programming create an unique navigational condition. As CCTV has two general entrances and two elevator banks, we conceptually divided the building into two halves. To codify this, we developed a radically reduced naming system. The system creates a hierarchy from tower, floor, to room name, so that the ID of each individual space also references its location. A range of special material applications from supergraphics printed onto porcelain to pixelated studio numbers were developed for central areas including production studios and cafeterias.


CCTV, Photo by Iwan Baan
Tower Two Entrance
Site Signage Family
Site map
Lobby Elevator Sign
CCTV Cafeteria mosaic photo by Iwan Baan
Mosaic Detail
Studio Identification
Studio Identification
Generic Signage Family
Lobby Map


Nomenclature Diagram
Sign Type Diagram