A Broadcasting-Centric Approach to Redefining the Look of the Games Design

Abstract

The successful hosting of the Beijing 2022 Winter Olympics amid the COVID-19 pandemic has shifted the spectator experience from on-site to online, challenging the traditional design paradigm of look of the Games centered on "on-site immersion." This study systematically explores the construction logic and practical effectiveness of a "broadcasting-priority" design mechanism. By analyzing the incompatibility of traditional design in aspects such as color system mismatch, dynamic environment loss of control, and lack of lens language, it proposes a mechanism transformation path centered on technical coordination, dynamic feedback, and quantitative evaluation. The research findings are as follows: (1) The introduction of digital twin technology and lens space thinking has significantly optimized the screen compatibility of design elements through pre-visualization and dynamic parameter adjustment; (2) The deep collaboration mechanism between the design team and the broadcasting team has addressed key issues such as color engineering calibration and material media control, ensuring the precise presentation of the brand image in broadcast footage; (3) A quantitative evaluation model based on the "broadcasting value/landscape cost" ratio has achieved dual improvements in resource allocation efficiency and communication effectiveness. This study constructs a dual-coordinated design framework of "physical space-broadcasting footage," expands the application boundaries of digital technology in landscape design, and provides a replicable design path for brand communication in future large-scale events.