Vietnamme 02 | ỦA Exhibition - Key Visual

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Vietnamme is an art project / organization with the hope of portraying Vietnamese inspiration / objects by visual and artistic practice with a contemporary perspective.

#Vietnamme02 | ỦA is an contemporary art-exhibition hosted by Vietnamme x Khoachim, introducing artworks by the main visual artist (Khoachim) and four other young artists.

The main concept & question raised throughout the Exhibition was to answer one question: "Do Vietnameses really need Vietnam in their heart?"

"Ủa?" (Wow or What) is a typical Vietnamese spoken sound whenever people get surprised about things that they come across on their daily life. Naming the Exhibition "Ủa" - Vietnamme aimed that people, either living in Vietnam or being in Vietnam before, could get some surprising feeling when seeing the Artworks in Exhibition.

"Wow, we knew this - We are still really 'Vietnam', aren't we?"
"Ủa, mình từng thấy cái này rồi - Mình vẫn còn Việt Nam lắm nè."

Main materials was taken from the the Vietnamese ceramics vase pattern which was introduced long before in the past. Making and doing Ceramics is one of the traditional handicrafts of Vietnam which still lives as a states of art nowadays. We all know Ceramics, all recognizes that this is the pattern of a culture that is really familiar.

In Vietnamese, 'ỦA' is a word can be vocally described in various ways: ỦA!; ỦA?, ỦA.

Each ỦA refers to a different mood & emotions. The Visual Identity of Exhibition was explored enough to fulfill this feeling.

When seeing a familiar object, you usually go through various steps:

Vague Recognizing, Self Linking & Reflecting, Surprised Recognizing.

Creating a portraited feeling of 'Surprisingly Familiar' of ỦA Exhibition - We used 3 main visual elements: 'The Y Standing Glass' (1); 'The inside-glass Reflection' (2); 'Ủa' in Expressive, Crytal Form (3). Besides that, the burry images, objects were also used in front of the key elements as accent visual treatment - in other to gain the layer-feeling.

Inside the Exhibition, for the better narrative instruction, we designed a map & visual instruction that can fit to the story of the exhibition. On parallel, 'Ủa' was an Exhibition that used a lot of interactive installation & sound design. Instructions with simple enough but directed idea are necessary, people can easily follow and enjoy the entire exhibition.

Besides the Key Visual & Art Direction of the campaign itself, the ỦA Exhibition was really famous and well-known for the artworks and their artists who participated in the event.

The main artist - Khoachim had introduced his 30+ new photography artworks which took the inspiration from Vietnamese traditions, folk story, daily life.

Here you can see and explore more about the Exhibition Artworks (from Khoachim) and the stories behind them: https://bit.ly/Vietnamme02UA