The CCTV headquarters aims at an alternative to the exhausted typology of the skyscraper. Instead of competing in the race for ultimate height and style within a traditional two-dimensional tower 'soaring' skyward, CCTV's loop poses a truly three-dimensional experience, culminating in a 75-metre cantilever. The building is visible from most of Beijing; it sometimes comes across as big and sometimes small, from some angles strong and from others soft.