Project Overview

We specially designed a pavilion composed of gratings and multi-layered colors in a national-level exhibition using the illusion of vision. As visitors move through the exhibition, the colors in their vision also flow with the movement of their gaze. The colors used in the design of the "Colorful Pavilion" are the brand-specific colors of all brands under the SHISEIDO group, making it one of the most dazzling projects during the fourth China International Import Expo. The design concept and visual presentation also effectively celebrate the "colorful" 40 years that SHISEIDO and Chinese consumers have shared.

Organisation

Shanghai Tan Gen Cultural Communication Co., Ltd

Team

Creative Director : Chenzhu Sun
Project Manager:Yuta Huang、Bernie Shen
Design Director : Zhebin Hu、 Wenqin He
Designer:Jiahong Luo、Zi Lan

Project Brief

During the fourth China International Import Expo, we specially designed a pavilion composed of gratings and multi-layered colors using the illusion of vision. This pavilion is exclusively dedicated to SHISEIDO and is named the "Colorful Pavilion." It serves as a significant project commemorating the 40th anniversary of SHISEIDO in China and celebrates the "colorful" 40 years that SHISEIDO and Chinese consumers have shared. Drawing inspiration from the origin of the "SHISEIDO" brand name and the concept of "Praise the virtues of the Earth, which nurtures new life and brings forth significant values." from the Book of Changes, we integrated the brand-specific colors of all brands under the SHISEIDO group into a seamless flow of colors. With the theme of infinite flow, we created the "Colorful Pavilion," where colors dynamically shift and intertwine with the movement of the viewer's gaze through a unique visual overlay across four spatial layers. This design has made the "Colorful Pavilion" one of the most dazzling projects at the fourth China International Import Expo.

Project Innovation/Need

The design of the Colorful Pavilion represents a rare innovation in the Chinese exhibition design industry, achieving the successful integration of dynamic visual colors within a static structural framework on a large scale. Creating the illusion of vision was the most challenging aspect of this design. Through extensive experimentation and testing over six months, we successfully achieved the original intent of the design, which was to make the structure appear dynamically fluid in its visual presentation even when stationary. This innovative approach pushes the boundaries of traditional exhibition design, offering a unique and captivating experience for visitors.

Design Challenge

In the design of the Colorful Pavilion, creating the illusion of color vision was the most challenging aspect of the entire project. Throughout the design process, we prioritized sustainability. We achieved this by combining transparent recycled plastic profiles to construct the outermost visual filtering layer, enabling dynamic color changes in the visual perception. Additionally, we applied diamond-cutting techniques to the structural lines. The brand-specific colors within the structure were achieved using reusable metal coloring and recycled nylon fabric coloring. The Colorful Pavilion was created through the combination of different materials and colors across four layers of structure. Its variability in visual presentation leaves a lasting impression on visitors.
Moreover, this design effectively aligns with the theme of the project. By integrating the brand-specific colors of all brands under the SHISEIDO group, the pavilion was specially crafted to commemorate the 40th anniversary of SHISEIDO in China. The design concept and visual presentation also resonate with celebrating the "colorful" 40 years that SHISEIDO and Chinese consumers have shared.

Sustainability

The primary materials used in the construction of the Colorful Pavilion are sourced from environmentally friendly options such as sustainably sourced wood, recycled nylon, recycled plastic panels, and reusable metals. After the exhibition concludes, all decorative layers containing color will undergo recycling, processing, and reuse. Additionally, foundational materials such as flooring, walls, and roofing will undergo multiple cycles of reuse to align with principles of environmental conservation and sustainability. This approach ensures that the pavilion minimizes its environmental footprint and promotes sustainability throughout its lifecycle.