Arts & Culture
Taiwan HYPE
Created: 2020
Client: Ministry of Culture of Taiwan, Taiwan Creative Content Agency (TAICCA)

Service:

Summary

The Ministry of Culture invited JL DESIGN to work as the chief curator of the Taiwan Pavilion at SXSW in 2020. It was the first edition the Taiwanese government participated in for showcasing the world the values of Taiwan’s creative industry. Therefore, we came up with the idea of “Taiwan Hype”, demonstrating the passion of this island and turning the exhibition venue into “The Temple of the Future” where 37 teams specialised in technology, art, design, or manufacturing worked together to present brand-new species inspired by Taiwan’s culture, creativity, and technology. Due to the global pandemic, the show didn’t make it to SXSW at Texas, the United States at the end, so we decided to exhibit it at Vieshow Square, Xinyi District, Taipei for five days to demonstrate Taiwan’s creativity at the busiest commercial zone in Taipei.

Mission

JL DESIGN was the curator of the Taiwan Pavilion at one of the best art events in the world – SXSW. We aimed to demonstrate Taiwan’s charm, the diversity, ecology, and structure of Taiwan’s arts and cultural industry, as well as its values and uniqueness on the international stage, so that we can show the world what’s so unique about Taiwan.

Solution

JL DESIGN proposed the idea of “Taiwan Hype” and turned the exhibition venue into “The Temple of the Future” where 37 teams specialised in technology, art, design, and manufacturing were recruited to present Taiwan’s image. The five dishes used to worship deities in Taiwan – chicken, pork, fish, duck, and squids – were transformed into new media carrying both cultural and technological values, while the zhuyin spelling system used in Taiwan became a part of the logotype. By doing so, we created new identity for Taiwan combining the island’s culture with the use of technology, delivering an amazing art experience that showcased the achievement of our creative industry.

Concept

Taiwan HYPE 展覽,就是一座未來廟宇。我們轉譯台灣的誠心敬意與人情味,透過現代設計再現廟宇文化及語言,將信仰文化中五種祭祀的動物「五牲」— 雞、豬、魚、鴨、魷魚混種創造新生,成為跨文化科技的載體,並透過專屬台灣語言的拼音輔助系統「注音符號-ㄊㄨㄏㄆ」為設計元素,在視覺上彷彿看見輪廓中隱藏不同屬性的動物特徵,與台灣獨有的音標系統共構成為新物種。 我們將台灣以最具誠意的方式,傳統民俗、科技、數位創意匯集,精心呈現來自島上的豐沛產物,如同台灣的重要慶典,廟宇中信眾以精心準備的山珍海味,誠心地與神對話。

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Exhibitor

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Key Visual

混種新五牲,刻意打造宛如守護家戶寺廟土地的門神意象,並且參考台灣民俗祭儀中常見的飽滿單色為五種主要顏色,當海報折疊時宛如護祐平安的咒符,打開時解封了五種動物,敬天拜神,神獸守護著未來宮廟。​​​​​​​

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Poster Design

折疊海報背後,則有展場現場完整的展覽內容資訊,農民曆是祭祀、灌溉、儀式節慶參考的重要資訊提供,我們參考農民曆中分欄並列的表格呈現方式,將五大展區內容編排逐一解構組合。

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Print

50首籤詩,50個台灣產業故事 以宮廟習俗中求籤問事祈願的儀式為發想,挖掘屬於台灣產業不同面向的故事轉譯成為籤詩,激發觀者在未來宮廟求籤的過程中對傳統產業、新創科技、技術研發、生活文化等台灣不同面向的好奇心。

Animation

動態設計從創意概念中的「混種」出發,結合多種手法的複合媒材,從不同風格切入動態,插畫、漫畫、3D等等,字型表現亦雜揉各式視覺效果,網點、色相分離、立體字、重複循環等各異其趣,在Logo Animation 23秒內,狂飆一場野生、炫目豐富的視覺效果。

Styleframe

本次Taiwan HYPE Logo Animation 配樂,邀請台灣創作歌手李英宏攜手打造。過去沒有錄音工具的時代,祭儀與宮廟中的歌曲樂音需要譜寫成為文字和音符,不斷傳唱才能傳承。經文和旋律裡保留了許多資訊繼續流通,形塑成為傳統音樂的節奏、宮廟的節奏,無形之中點滴累積成為台灣節奏的許多可能。 Taiwan HYPE配樂從注音符號的視覺意象開始,打開聲音的連結,ㄊㄨㄏㄆ的聲音概念宛如廟會當中的符咒與頌文,並且在配樂中段加入細微的節奏變化,像是廟會時有人負責打鼓、有人敲鑼,固定模式與節奏的現場氣氛,並且加入電子合成器的神秘迷幻,打造Taiwan HYPE的音樂氣氛。 ​​​​​​​

Music

本次Taiwan HYPE Logo Animation 配樂,邀請台灣創作歌手李英宏攜手打造。過去沒有錄音工具的時代,祭儀與宮廟中的歌曲樂音需要譜寫成為文字和音符,不斷傳唱才能傳承。經文和旋律裡保留了許多資訊繼續流通,形塑成為傳統音樂的節奏、宮廟的節奏,無形之中點滴累積成為台灣節奏的許多可能。 Taiwan HYPE配樂從注音符號的視覺意象開始,打開聲音的連結,ㄊㄨㄏㄆ的聲音概念宛如廟會當中的符咒與頌文,並且在配樂中段加入細微的節奏變化,像是廟會時有人負責打鼓、有人敲鑼,固定模式與節奏的現場氣氛,並且加入電子合成器的神秘迷幻,打造Taiwan HYPE的音樂氣氛。 ​​​​​​​

Space

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Impact

We couldn’t make it to Texas for SXSW due to the global pandemic in 2020, but we exhibited the works in Xinyi District, Taipei for five days, attracting more than 50,000 visits, including locals and foreign visitors, by demonstrating the native cultural ecology, the diverse development of the cultural industry, as well as the works made by creative talent in Taiwan. It was a show conveying both traditional and contemporary values, where technology and art were both applied to present a rich and organic art experience to the public.

Credit

Credit

Curator: JL Creative Agency: JL DESIGN Executive Producer: Angela Moo Creative Director: Johan Tsai Associate Creative Director: Lance Wei Head of Production: Chia Ying Tsai Art Director: Hsiang Ju Hung Senior Producer: Yinnu Chen Producer: Carol Chen Project Manager: Yu-Chien Chang, Tang Wei, Ryan Lin, Tyne Huang Project Coordinator: Sabrina Hsiao Press: Sandy Wang Visual Design— Key Visual Design: Kelsie Chan, Yang Chun Illustration: Kai-Xiang Xu Design: Abby Tsai, Kevin Chien, Fang Zhi-Hong, Hsiang Jou-Hua, Yu-Hui Huang Logo Animation— Styleframe: Hsiang Ju Hung、YangA Chun Motion Design: Morris Chi, Mos Zheng, Junde Lin Music and Sound Design: Ying-Hung Lee aka DJ Didilong Exhibition Booth Design and Production: MINIWIZ

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