Design > Environmental Design

CHINA HIGH!

DENTSU, Tokyo / YOSHIDA HIDEO MEMORIAL FOUNDATION / 2011

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Overview

Credits

OVERVIEW

BriefExplanation

Announce the 16th China International Advertising Festival Exhibit, which is held in Japan, and also design the exhibit venue. The exhibit theme is “China High!” which is intended to express modern China in a vibrant and powerful manner.

ClientBriefOrObjective

Using the traditional Chinese kite* as a motif, we explored various designs that best express contemporary China. *The Chinese kite is considered to be the origin of kites around the world. Once used as a signal to announce the start of a war, kites are flown today to drive away evil or as a lucky charm. The Chinese appreciate kites as both a cultural icon, and an international kite festival is held annually. A great number of books have been written on the subject.

Effectiveness

Three-dimensional kites of the same design were created that visitors were allowed to touch or take outside to fly. This experiential approach was very well received and, as a result, the number of visitors to the exhibit grew threefold. There were quite a few visitors who came to the exhibit after seeing the kites flying in the sky.

Execution

While keeping the unique designs and forms of Chinese kites, we created four totally new kites. The mated pair of swallows symbolizes “city and traffic,” the green dragon “body and sports,” the panda “food culture,” and the red goldfish “fashion and design.”

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