Photo by Justin Jin / Provided to China Daily

One of the most acclaimed contemporary artists in Shanghai, Ding Yi, was invited by SWFC to create an LED lighting show that was projected on the facade of the building, as a highlight to mark the building's fifth anniversary.

"It was magnificent to see my creation so high above and so huge," the artist says.

Although only 70 percent of the creative idea from his blueprint was realized in the actual performance, Ding is excited to see how the work engaged the public.

Ding is no stranger to working with commercial entities. He was the first Chinese artist to work with French luxury brand Hermes to print scarves featuring his original design. He also worked with liquor company Johnny Walker and fashion house Zegna. He teaches public art as a professor at the Shanghai Institute of Visual Art.

Conflicts are inevitable when artists work with commercial establishments, he says.

"On the one hand, you want to keep your independence, and on the other, you want to share your perception of art with the public," he says.

The key issue is the particular location of the work. "It has to come from that particular space, and time," Ding says.

He says an artist has to study the canvas and think about how to make his or her original visual presence work in that particular context.