LOVE THIS LAND策展及展览设计

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“LOVE THIS LAND”翻译自艾青先生的诗——“我爱这土地”，如果我们把这种简单而强烈的情绪拓展开，看得到万科的项目正在助推人们融洽于自然，或者更懂得“屋檐”的内涵。

2019年始，万科集团在总部用一场轻巧而动人的展览，将过往几年的优秀产品展出。

策展概念我们以“LOVE THIS LAND”为线索，通过对这片“土地”的爱与敬，将传统的项目表述语言转化为灵活且富有韵味的诗歌体语言；上海区、南方区、北方区、中西区、泊寓区、混合区、经典区 —— 7个展区分别用“会”、“安”、“巍”、“宇”、“生”、“蕃”、

“象”代表。每个字都匹配并增强了区域的独特含义。

视觉表现中，进一步地“诗歌化”创作：先用打破规则，将每个板块的主题文字拆解并图形化，营造出发散却内在联结的、具有诗歌韵律感的独特视觉体验；又采用鲜亮多彩的亚克力材质，将现场中的感受性文字和展品结合；一面严谨与专注、一面前瞻与诗意 —— 在传达专业产品的同时也抒发出对人与建筑的敬意与情怀。

The theme "LOVE THIS LAND" came from Aiqing's poem, "I Love This Land". When we extend this pure yet strong emotion, we can see how Vanke is driving people to live in better harmony with nature, or we say, to better understand the meaning of "roof".

In visual design, we went further with poetic expression: firstly broke conventional rules by disassembling key characters and make them graphical, formed a special, diverging and rhythmical visual scheme. Meantime, the liveliness from different colors of acrylic meets sentimental words create an aura of sober yet poetic and forward-looking to this site —— The exhibition talks about specialized knowledge and respectful feelings towards human and architecture.

Our curation applied "LOVE THIS LAND" as theme and manner, interpreted those typical project introduction into poetic expression; we used the unique meaning of "会HUI(meet)", "安AN(settle)", "巍WEI(lofty)", "宇YU(universe)", "生SHENG(grow)", "藩FAN(thriving)", "象XIANG(Phenomenon)" to stand for and reinforce the content of seven regions of Shanghai, South, North, Midwest, Boyu, Mix, and Classic respectively.

In the beginning of 2019, Vanke presented a light and lovely exhibition, including a series of outstanding projects from past several years.