Interview about Future Past Exhibition, winner of the A' Graphics, Illustration and Visual Communication Design Award 2024
The Beijing 751 International Design Week's identity merges heritage with innovation, using geometry and a nuanced color palette to engage diverse audiences. Overcoming time constraints and aesthetic diversity, the project highlights cultural narratives through interactive invitations and digital-physical design synthesis. This approach creates a visually compelling identity that reflects the festival's theme, showcasing design's power to connect past and future.
View detailed images, specifications, and award details on A' Design Award & Competition website.
View Design DetailsThe theme of gravity allowed me to explore the idea of connection and continuity. Gravity serves as an invisible force that holds everything together, much like heritage binds past and present. This metaphor guided my decision to use overlapping geometric forms in the design system, symbolizing the interdependence of tradition and modernity. Each element tells a story of cultural return, where historical values are reimagined through a contemporary lens.
The circular invitation was inspired by the cyclical nature of gravity and its representation of connection and renewal. By combining tactile elements with QR codes that led to interactive content, we created a bridge between physical and digital experiences. This approach invited the audience to explore the theme more personally, making the design not just a visual statement but also an engaging, multi-sensory journey.
The palette reflects the interplay of tradition and innovation. Blue symbolizes calmness and introspection, aligning with the cultural depth of heritage. Grey represents balance and neutrality, providing a contemporary touch that unites the past and future. Pink introduces an element of energy and modernity, signifying the vibrancy of today's design landscape. Together, these colors create a harmonious dialogue between old and new.
The key was clear communication and efficient delegation within our team. We broke the project into manageable phases, focusing first on establishing a strong design framework. By aligning the visual system early, we ensured that all subsequent elements adhered to a cohesive aesthetic. Iterative feedback and agile problem-solving helped us maintain quality while staying on schedule.
The geometric shapes started as simple forms inspired by traditional Chinese motifs, such as circular patterns representing unity. As the design progressed, we introduced overlapping and intersecting layers to convey the complexity of cultural heritage merging with modern innovation. This evolution added depth and flexibility to the visual system, allowing it to adapt across various media.
The research revealed patterns and philosophies deeply rooted in Chinese culture, such as the balance of opposites found in yin and yang. These insights inspired the use of contrasting elements, like bold and delicate lines, in the visual system. Understanding the historical context allowed us to design with authenticity and respect while reinterpreting heritage for a contemporary audience.
Modern exhibitions increasingly blur the lines between physical and digital experiences. For the 751 design, this meant incorporating interactive installations and digital wayfinding tools. The seamless integration of these elements enhanced accessibility and engagement, aligning with current trends in creating immersive, user-centric environments.
This recognition highlights the importance of thoughtful storytelling in design. I hope it encourages more festivals to embrace themes that are both culturally resonant and globally relevant. The success of this project demonstrates that design can be a powerful tool for bridging heritage with innovation, setting a new standard for festival identities in China.
One challenge was ensuring that the intricate designs translated effectively from concept to production. We worked closely with manufacturers to test materials and refine die-cutting processes. The result was a series of detailed, tactile elements that invited visitors to engage more deeply with the exhibition, turning each piece into a work of art.
The success of the 751 design system demonstrates the value of grounding festival branding in cultural authenticity while embracing modern aesthetics. I hope it inspires future projects to explore themes that resonate both locally and globally, fostering a creative community that values innovation as much as heritage.
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