Contrary to the planning strategy of product display and corporate image promotion addressed by most of building material exhibitions, the Guangzhou Design Week is a designer-focused exhibition with “New-Born FRESH” as its 2019 theme in the hope of manifesting design-driven spaces inundated with all aspects of product sales through brand new discourses in new living, new paradigm, and new business. The exhibition-curating team collaborates with ROLANSINI Doors and Windows in developing the exhibition theme based on a display-curation discourse. In order to highlight the critical brand factors such as corporate culture, operation strategy, market positioning, products on display and social responsibilities, etc., the team allows beholders paying more attention to how ROALANSINI has regarded the doors and windows as the artistic centerpiece through the exhibition design within limited time and space.
Framed Construct – The Narrative of an Exhibition Space Extended from the Doors and Windows
The doors and windows resemble transparent walls, and liberate the soul. If we regarded them as a frame of a painting, what kind of beautiful scenery would be presented through the framed canvas? Based on this creative point, the design team has imbued the doors and windows with imaginations which go beyond their conventional functions. Along with a constructed narrative thread, the doors and windows transforms to the idea of the windows of souls that bridge the memories and emotions while embracing various materials and objects. By following the designed circulation path within the rectangular exhibition space, seven distinguished spatial themes are created as “Youth”, “Emptiness”, “Waste”, “Confusion”, “Paranoid”, “Serenity”, “Compromise”, etc., Respectively, they symbolize different stages in lives, where “Youth” denotes the beauty of naive dreams, “Emptiness” depicts the disorientation in broken dreams, “Waste” articulates the loss in the time gone past swiftly, “Confusion” spells the anxiety intrigued by the sense of time flowing past, “Paranoid” reflects the inner prejudice, “Serenity” outlines the self-imposed limitation, and “Compromise” manifests a transcended state of being. Through realistic depiction in the form of understated matt-finish black, grey and white color materials, the design team accentuates the exhibited objects, and complements the equally divided vertical and horizontal structure that installs a particular sense of order in the frames throughout the exhibition space. The whole exhibit manifests itself in a minimalist modern quality that echo the brand positioning in a spatial articulation beyond its abstraction semantics.
Under the Lens – The Framed Spatial Articulation that Belongs to the Beholders
As the images of each spatial theme connect with the beholders via different mindsets, the ultimate construct evolves into a meticulous chronicle from youth to old age. Through the framing and lighting effect of various objects, it guides the visitors along a designated circulation path meandering through the exhibits while chartering through their minds amidst different framed views in a realm conducive for dialogues and exchanges. Concepts and design techniques could result in thousands of interpretations and images. This exhibition was the subject of a photography contest which culminates a kaleidoscope of different “Framed views” triggering a genuine perspective of the inner souls.