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CCTV's headquarters is a broadcasting, production, and office facility for 10,000 workers housed within a looping 44-story skyscraper. Designed by OMA, its iconic form and interdependent programming create an unique navigational condition. To clarify this, we developed a radically reduced naming system. As CCTV has two general entrances and two elevator banks, we conceptually divided the building into two halves. This naming system creates a hierarchy from tower, floor, to room name, so that the name 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.