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| Area：Hefei | Type：Outdoors | Frequency：0 |
| Address：Swan Lake Area, New Administrative and Cultural District, Shushan District | Format：light show | Duration：30s |
| Location：Swan Lake | Min Qty：17 | Operating Time：18-21o'clock |
| Size：\ | Min Period：5sun |
The light‑show generates a triple‑dimensional traffic matrix consisting of local residents, out‑of‑town tourists and commuter vehicles. The lakeside open viewing platforms, civic squares and lakeside walkways feature spacious and unobstructed views. Spectators do not merely pass by in haste but stop to watch, resulting in far‑higher audience attention concentration compared with road‑crossing outdoor media. Leveraging the thousand‑mu Swan Lake as a natural mirror for reflection, it creates a dual‑layer three‑dimensional communication picture combining real‑scene buildings and lake reflections, boasting comprehensive communication momentum that traditional media can hardly replicate.
The surrounding area gathers government office complexes, MixC, Swan Lake Wanda commercial complex, Anhui Provincial Museum, City Central Library and other cultural, business and tourism resources. It covers high‑spending groups including government office workers, business people, young tourists and family visitors. Direct access is available via Metro Lines 3 and 4. During holidays, it draws tourists from across the province and even the whole country, enabling dual‑reaching of local in‑depth coverage and incoming visitor traffic.
Taking the lakeside super‑high‑rise building cluster as a giant light‑and‑shadow screen and the lake surface as a natural mirror, it delivers a 360‑degree panoramic immersive visual experience. Tens of thousands of leisure‑seeking visitors gather here every weekend night on a steady basis, with prominent traffic peaks on major public holidays. Nearly 850,000 on‑site spectators attended performances during a single National Day holiday. The instantaneous maximum on‑site visitor volume for large‑scale themed events hit 78,000 people, and the peak number of concentrated on‑site viewers for a single night could exceed 200,000. It is Hefei’s urban landmark with the densest night‑time foot traffic and the longest visitor stay duration.
The light show is staged in the heart of Hefei Administrative‑Cultural New District, achieving full‑coverage precision targeting of four core groups: government personnel, business professionals, consumers, and cultural‑tourism visitors. The venue sits close to metro stations and lakeside trails, boasting convenient transportation as well as dense and stable pedestrian and vehicle flows. With no visual obstructions within 800 meters, it offers a wide viewing range and a large communication radiation radius. It has become a long‑term, stable official communication asset and an irreplaceable outdoor communication platform in Hefei’s core area.
Positioned under the design concepts of "Diversity and Integration", "Heart of Hefei", "Hospitality to Guests from All Over the World" and "Gateway to Anhui", the project implements unified intelligent linked control over hundreds of thousands of light sources on lakeside commercial buildings. The architectural giant screens interplay virtually and realistically with lake reflections to create a panoramic light‑and‑shadow scroll blending lake and city landscapes. The light show is mainly staged on major holidays such as the Spring Festival and National Day. Each performance lasts 8‑15 minutes with multiple evening replay sessions. The best viewing spots are the observation platforms on the east and south banks of Swan Lake.
The Swan Lake Light Show is a highly popular check‑in landmark across Hefei’s social media platforms. Its brilliant and magnificent light‑and‑shadow visuals readily inspire audiences to take photos, record short videos, and share content spontaneously on WeChat Moments, Xiaohongshu and Douyin. This forms a communication chain of "on‑site real‑world exposure plus secondary online UGC diffusion". A single placement can drive tens of millions of additional online exposures, breaking the limitation of outdoor media that only reaches on‑site crowds and enabling city‑wide communication and outreach.
