The new dynamic multifunctional hub for the New Star Press, known for its innovative literary publications, transforms a traditionally privately used area into an interactive and flexible environment.
The space, spanning approximately 300 square meters, is located on the sixth floor of the New Star Publishing House building on Chegongzhuang Street, Beijing. It serves as a social core for the next chapter of the company. The design accommodates diverse functions, including a coffee bar, reading areas, and transformable zones suitable for book launches and various social events. Despite challenges posed by the building's existing 1980s structure—characterized by a dense column grid, low ceilings, and limited usable area—Crossboundaries reimagined the setting into a versatile and engaging venue, fostering dynamic social interactions.
Time Tunnel: Connecting Past and Future
The visitor enters through a distinctive “time tunnel”, symbolizing the shift from tradition to modernity. Drawing inspiration from New Star Publishing House's logo, the design of the tunnel incorporates the brand identity with an abstraction of elements from Chinese calligraphy and stone inscriptions, evoking the company’s cultural heritage.
The logo of New Star Publishing House features a star-like shape with radiating lines, symbolizing innovation and the expansive potential of literature. Crossboundaries transformed the logo into a three-dimensional experience that visually connects the past with the future.
The “time tunnel” leads visitors from the elevator through a dark corridor, subtly illuminated by linear lights on walls and guiding signage on the ground, toward a welcoming and open café, where the main area gradually reveals itself.
As the space opens up, it unveils a vibrant world of creativity, illuminated by ample natural lighting and light colors, in juxtaposition to the muted dark tunnel. The passage acts as a bridge from past to present, providing an immersive experience that invites exploration and curiosity.
"The transition through the Time Tunnel is not just a physical movement; it represents a shift in mindset—from the past to the future, from tradition to innovation. It’s an experience that immerses visitors in the identity of New Star Publishing House," adds Hao Dong, co-founder and partner at Crossboundaries.
The Heart of the Space – a “Pulsating” Core
Emerging from the tunnel, visitors encounter the "core" of the space: a striking orange "pulsating center", an embodiment of vitality and energy. Serving as a coffee bar and positioned strategically, this central feature anchors the venue as its main social gathering point.
The vibrant orange contrasts with the surrounding black, white, and gray tones, establishing it as the space’s dynamic visual highlight. The implementation of the centerpiece facilitates smooth interaction between the various zones, cementing the hub as the focal point for communication and social exchange.
Adaptable Layouts for Every Need
To accommodate New Star Publishing House’s wide-ranging activities, Crossboundaries designed transformable areas with movable partitions, allowing easy reconfiguration for different events. These defined zones— categorized as S, M, L, and XL—serve various purposes, from small private meetings to large receptions or launches. The special S-zone, separated from the main space, is specifically dedicated to VIP meetings, providing a more exclusive atmosphere. The flexibility of the layout maximizes functionality, enabling effortless transitions between activities without the need for major adjustments.

"By working within the constraints of the existing structure, we focused on the essence of transformation—using minimal intervention to achieve maximum impact. The design is not about adding more, but about creating smarter ways to interact with space,” says Binke Lenhardt, co-founder and partner of Crossboundaries.
Space Navigation
The design emphasizes clear and effective navigation. Upon exiting the elevator, visitors are led by distinct white lines on the floor, guiding them into different areas. These lines continue throughout, extending onto walls, and are complemented by simple symbols and text to help visitors navigate the programs easily. The wayfinding system is intentionally understated yet efficient, aligning with the minimalist design aesthetic while ensuring visitors can move seamlessly through the space’s various zones.
Distinctive Color Scheme for Guidance and Focus
The monochromatic color scheme is intentionally used throughout the space to create both an impactful entry and a subtle visual differentiation of various functional areas. The contrast between the dark tunnel and lighter surrounding environment accentuates clarity and functional purpose; the rest of the space is composed of various shades of grey, similar enough to perceive the space as a whole, but just different enough to provide visual segmentation of the overall area. The coffee bar is highlighted in vibrant orange, providing an energetic focal point and marking it as the center of activity and interaction.
The Fusion of Culture and Innovation
The design blends culture and innovation, reflecting New Star Publishing House’s core values while reinterpreting them into a new system. The minimalist design embodies the publishing house's philosophy of "words as points, images as lines, and paper as planes", while embracing modernity and forward-thinking ideas. The combination of flexible design, visual contrasts, and intuitive navigation invites visitors to experience the cultural essence and innovative spirit of New Star Publishing House.
This multifunctional platform not only supports modern workspaces that incorporate social interaction but also represents the brand’s vision for the future—an ongoing exploration of creative possibilities, fueled by both tradition and innovation.
The design process stems from the overall concept of “less for more”. The implementation of new ways to use and experience the space is achieved with a simple color palette, strong contrasts, and movable separations to offer a diverse functionality.
The focus was placed on highlighting the potential of the existing structure and innovative programming through minimal intervention and cost.