INFO

21CAKE EXHIBITION


ART DIRECTOR: Guang Yu
DESIGNER: Yan Yaoming
YEAR: 2016
CLIENT: 21CAKE
We select fresh ice-cream cake in green tea flavor as part of the letter of invitation which is immediately delivered by staff member to visitor, who will then use the information label on the case as the admission ticket. We employ the idea of “helping yourself” and “layering” when we design the guidebook.

The guidebooks, piled up by almost 40 of them and glued together as a whole, are as tall as 18cm. So visitors can help themselves and take one by tearing it apart from the rest. However, to prevent waste and to set cover apart from the back, we shrink the paper size of the cover and make it thicker, so that the guidebook will be snapped into two as it is expected. This also helps convey a message to the audience, consciously or unconsciously: It starts here and ends there.
我们选用新鲜的抹茶冰淇淋蛋糕做为邀请函,由工作人员在第一时间直接递送到客人手中,蛋糕盒上的信息标签就是入场的凭证。在导览手册的设计上使用了自取和分层的概念,成叠的导览手册有18厘米厚,由近40本手册单面刷胶黏合成一个整块。观众自取时直接撕掉带走,为了避免浪费,同时交代封面封底的关系,我们把封面的纸缩小并增加厚度形成随意中的阻断,这样观众会不自主的感知:从这里开始,到那里结束。


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