JUMGO Creative’s exhibition design for SICIS – IMPRESSION OF WORLD in Italy prioritizes human interaction, creating an immersive experience within a minimalist aesthetic.
Contents
A Shift in Visual Preferences and the Rise of Abstraction in Exhibition Design
As society moves beyond seeking external validation, our visual preferences are evolving towards a ‘clean’ aesthetic, favoring meaningful abstraction that allows for personal interpretation. This shift is reflected in a growing appreciation for design that inspires and moves us, prioritizing form and evoking a sense of discovery. This resonates with Malevich’s assertion that the significance of visual phenomena lies in the feeling it evokes, detached from the objective world. By shedding worldly attachments, inspiration becomes authentic and meaningful, and form emerges as a powerful language of expression, achieving a higher level of sophistication. The SICIS – IMPRESSION OF WORLD exhibition space embodies this concept by utilizing a gallery-like presentation approach, highlighting the inherent beauty of the materials and showcasing their potential within various spatial contexts. The minimalist design allows the products to speak for themselves, fostering a deeper connection between the viewer and the material.
Creating Interactive Spaces: The Power of Interfaces and Storytelling in Exhibition Design
Contemporary life is characterized by a desire for personalization and engagement. We seek unexpected outcomes within familiar frameworks, akin to unraveling a mystery, where the final revelation remains unknown until the very end. The significance lies in the insights we glean from the information presented. McLuhan’s profound observation that information is the key commodity, with physical objects merely representing its movement, highlights the importance of exhibitions as spaces where we can engage with unique information. Exhibitions become events that occupy our lives, awakening our self-awareness and allowing us to connect with the stories, clues, and truths embedded within the presented information. The SICIS exhibition achieves this by incorporating interactive elements and spatial arrangements that encourage visitors to explore and discover the unique qualities of the brand’s products.
The ‘Suppress and Elevate’ Strategy: A Bold Approach to Exhibition Design
JUMGO Creative’s design for the SICIS – IMPRESSION OF WORLD exhibition space employs a ‘suppress and elevate’ strategy, creating a sense of anticipation and unveiling the space’s essence gradually. Upon entering, visitors are greeted by a visually striking space enveloped in translucent crimson acrylic panels, with an entrance featuring SICIS glass slabs reminiscent of icebergs floating in the vast expanse of the Arctic Ocean. This juxtaposition of contrasting elements, like ice and fire, creates a dynamic tension between calmness and intensity, leaving visitors eager to explore further. The minimalist aesthetic, characterized by clean lines and a restrained color palette, further enhances the impact of the featured materials, drawing attention to their inherent beauty and craftsmanship. This approach not only showcases the products but also creates an immersive environment that invites exploration and discovery.
Fostering Interaction and Dialogue: The Significance of Circular Spaces and Rituals in Exhibition Design
The design emphasizes human interaction by creating spaces that facilitate dialogue and engagement. The communication zone features a raised platform, bathed in light, symbolizing the importance of interaction. Inspired by Japanese design master Kenya Hara’s interpretation of the tea ceremony as a potential tool for global communication, the space incorporates a circular configuration to eliminate a central focal point, fostering equality between individuals and objects. The circular seating and the dome-shaped ceiling create a sense of serenity, encouraging visitors to contemplate and connect with the space. This design approach prioritizes human interaction and creates an environment that fosters dialogue and exchange, aligning with the core principles of exhibition design.
Beyond Visual Aesthetics: Connecting Exhibition Design with Contemporary Life and the Future of Materials
He Liang, the design director of JUMGO Creative, believes that both functional and luxury products need to transcend mere visual appeal to achieve longevity. By establishing a connection with contemporary life, we can explore the possibilities of materials beyond their aesthetic qualities. The SICIS – IMPRESSION OF WORLD exhibition space exemplifies this philosophy by showcasing the versatility and potential of SICIS’s luxury mosaic and glass slab products within various spatial contexts. The design prioritizes human interaction and fosters a deeper understanding of the brand’s philosophy, ensuring that the exhibition resonates with visitors on multiple levels. This approach aligns with the evolving trends in exhibition design, which increasingly emphasize the importance of creating engaging and meaningful experiences for visitors.
Project Information:
Project type: Exhibition Space
Design Firm: JUMGO Creative
Project Year:2023
Project Location: Italy
Photographer: Zeng Yinsong, Chen Ziyang, Luo Meng, Hai Sui
