- Project: Music Party KTV
- Architect: JUMGO Creative
- Location: China, Chengdu
- Year: 2022
- Area: 1017 m2
- Photography: He Chuan
Redefining Entertainment for a New Generation
With the rise of Gen Z consumers, entertainment brands in China are rethinking how to connect with younger audiences. Music Party KTV, designed by JUMGO CREATIVE, embodies this shift. The project is not just a renovation of a KTV space—it is a complete reimagining of what entertainment means in today’s culture.
The brand’s ambition is clear: to create a “new generation of entertainment” experience that blends identity, rebellion, and confidence. Music Party KTV positions itself as a cultural landmark for young people, offering a vivid, immersive environment where music, design, and emotion collide.
Design Philosophy: Spirit of Entertainment
For JUMGO CREATIVE, the design is less about adopting a single aesthetic style and more about channeling the spirit of entertainment itself—dynamic, unpredictable, and playful.
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No fixed style: Instead of leaning on traditional cultural attributes or familiar nightclub formulas, the design is driven by mood, energy, and emotional connection.
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Fusion of East and West: Bold juxtapositions of cultural references create tension and excitement, reflecting the hybrid identity of contemporary youth culture.
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“Irrational product”: The architects describe the outcome not as an iteration, but as a new expression within the brand framework—an unexpected, bold spatial statement.
Visual Identity and Space
Music Party KTV’s design reinterprets brand equity into spatial form. Rather than relying on static logos or visual tropes, JUMGO CREATIVE employs a dynamic visual system that evolves with the space.
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Dynamic branding: Reorganized and reimagined brand elements integrate seamlessly into the architecture, offering customers a kinetic and immersive experience.
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Contrasting atmospheres: Zones of light and darkness shift the mood across the venue, creating transitions between performance, leisure, and socialization.
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Spatial layering: Compact yet highly imaginative, the space transforms limitations into opportunities, fostering constant surprise for visitors.
A Place to Party
More than a KTV, Music Party is a cultural stage. The design deliberately encourages spontaneity, creativity, and connection, aligning with the brand’s rallying cry: “It’s Time to Party.”
By combining immersive design, bold experimentation, and a brand-first approach, JUMGO CREATIVE has created a venue that feels less like a commercial space and more like an experiential playground.
Conclusion
The Music Party KTV project exemplifies how architecture can amplify brand storytelling in the entertainment sector. For Gen Z audiences in Chengdu, it offers not just a place to sing, but a dynamic cultural hub where space, sound, and identity converge.
Through its bold East–West design fusion and its emphasis on mood over style, JUMGO CREATIVE has delivered an entertainment venue that is vibrant, immersive, and unapologetically youthful.
