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The Ultra Asian

Award: Wood Pencil

Wood Pencil / Direct / Art Direction for Direct / 2012

We developed the concept of ‘Life-Sized Asian’ to describe how history, culture, technology and trends of Asia turn into the flesh and blood of an Asian, which is why ideas from Asia are strong. A giant palm leads visitors into the exhibition hall, where they are welcomed by a giant Asian, who looks dynamic from a distance, but delicate at close range. Visitors could experience the Asian feel from the overall exhibition design while viewing the exhibited work. The number of visitors doubled, and the life-sized pamphlets received lots of praise.

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