SOHO China — Project

2014–2022. Eight years inside one skyline.

Brand, space, image — I built the visual system that SOHO China spoke in for nearly a decade.

品牌、空间、影像——我搭起 SOHO 中国说近十年话的那套语言。

Logo system. Signage. Launches. The way the buildings were photographed for press.
And for the chairman — a quiet role that ran for years: the one who showed up everywhere, and made sure it was on record. Every visit, every conversation, every portrait — turned into the raw material of a personal brand built in public.
Not everything made it onto a billboard. None of it was small.

Logo 系统、导视、发布会、为媒体准备的建筑摄影。
还有给董事长的一条静默的线——持续多年：到场，在场，记下。每一趟出行、每一次对话、每一帧肖像，都成了他在公开世界里搭建个人 IP 的素材。
不是所有东西都上了广告牌。但没有一件是小事。

Buildings, not shy.

SOHO's architecture was never background. It was statement, silhouette, skyline. I photographed it the way it asked to be seen — bold, absolute, unmistakably itself.

SOHO 的建筑从来不是背景。它是宣言，是轮廓，是天际线。我以它要求被看见的方式拍摄——锋利、绝对、无可替代。

PAN SHIYI — THE RUNNING RECORD

Where the brand went, I was already there.

At the Chairman's side, I saw the brand from the inside — not just through the lens.

Reality moves fast. In the blur of cities, events, and fleeting moments, the job was never to document everything. It was to find the one frame that told the story. A decisive moment, pulled from thousands.

Every image on Pan Shiyi's Weibo passed through one viewfinder. Not a campaign. A continuous record of a brand in motion.

Beijing, Shanghai, Tianshui, Boston, New York...

品牌所到之处，我已先在那里。

在董事长身边，我看品牌的方式，不只透过镜头。

现实瞬息万变。在城市、活动、无数稍纵即逝的瞬间中，工作从来不是记录一切——而是从万千画面里，抓住那个能讲故事的瞬间。

不是 campaign，不是随手拍。是一个品牌持续移动的连续记录。

北京、上海、天水、波士顿、纽约……

THE ARCHIVE

Thousands of frames. One brand.

Every photo in this archive carries my signature. Thousands of frames, each one a deliberate choice — composition, light, timing. This is not a collection. This is a career.

档案中的每张照片都有我的签名。数千帧画面，每一帧都是深思熟虑的选择——构图、光线、时机。这不是一个合集。这是一段职业生涯。