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Shopping on the cloud

Features | August 1, 2025 | By: Bruce N. Wright, FAIA

PFEIFER Spatial Structures devised a solution to convert this unused land to a diverse multi-use structure, a 2024 Award of Excellence winner. Photos: PFEIFER Spatial Structures

It appears as if it is unfinished, but the design goal for this multifunctional building is to be as flexible as possible to contain and support “diverse human activities [that] can be deployed under the cloud, which can be expanded as needed,” according to PFEIFER Spatial Structures, the engineering and fabrication company responsible for the project.

The Oicho Challenge Shop in Shanghai, China, makes use of a landfill site near the sea, creating a place that attracts with its lightweight cloud-like appearance. Numerous cubic forms are clustered to form a transparent honeycomb arrangement. Each cube—4.8 meters square (51.67 square feet)—is enwrapped with ETFE membrane, for a total of 465 ETFE panels. By bunching the cubes together (lower around the outer edges and rising up at regular intervals as they converge to the center of two focal points), the cubes are brightly lit with daylight and glow at night with artificial lighting.

“The underside of each cube,” states Pfeifer Spatial Structures, “is a permeable layer that guides warm air [upward] into the cube’s air reservoir due to the stack effect.” The visual result of the structure draws people to the center and it “can be seen [to appear] floating on the shore even from the sea.” This project takes a forgotten, underused piece of land and makes a wondrous place.


Project data

Architect: Osamu Morishita Architect and Assoc.

Engineering/fabrication: PFEIFER Spatial Structures (Shanghai) Co. Ltd.

Project management/installation: TRA.K Co. Ltd.

Fabric: ETFE (250mm) by AGC

Placemaking: Something from nothing

Decarbonization: Low carbon materials throughout 

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