QQ 20周年展 | 策划与设计执行
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DESIGN
Promotion Exhibition Design Project to celebrate the 20th anniversary of Tencent QQ
01 概述 | Overview
QQ 20周年，是互联网产品长青的一个传说，也是家喻户晓企鹅IP形象的成长，同时也代表了鹅厂精神的坚韧与奋进。即便已经陪伴大家20周年，但我们依旧怀揣初心，保持科技改变生活的热衷。应运而生我们设计了太空企鹅探索科技作为本次20周年的品牌理念，来寓意新的里程碑到来。就像宇航员勇于探索未知宇宙知识一样，QQ带着初心不断保持变革与成长，为用户提供更具科技力与创新的服务！也寓意鹅厂不断探索未来与科技向善的愿景！
The 20th anniversary of QQ is a legend of the evergreen Internet products, which witnessed the growth of the well-known Penguin IP. It represents the spirit of tenacity and forging ahead in Tencent. Though it has been for 20 years, we still follow the initial mind and keep the passion to enhance the quality of life through Internet services. To imply the arrival of a new milestone, we designed the Space QQ who is exploring the field of science and technology as the brand concept of this anniversary. Just like the brave astronauts exploring the unknown universe, QQ keeps changing and growing with the initial willing, and provides users with more technological and innovative services. Moreover, it also implies the vision of Tencent to constantly explore the future and realize “Tech for Social Good”.
02 logo设计ㅣLogo Design
我们在设计的第一阶段，logo设计，就是围绕“有趣和科技”来展开发散设计。我们决定从数字“20”开始入手，把QQ和20不断结合，同时融入宇宙太空元素，寓意QQ不断的对外探索，从多个维度来看世界，寻找有趣的内容。我们为了贴合“宇宙探索”这风格，为这次展览设计了专属徽章，徽章设计沿用了太空的概念，结合星球，星空，宇航员等科幻元素。简约的几何形状和大胆的配色贴合“QQ更好玩”的年轻潮流气息。
In the first stage of design, the logo is designed around "being interesting and technological". We decide to start with the number "20" by combining it with QQ and space elements. This implies that QQ is continuously exploring the outside world and looking for the interesting content from multiple dimensions of vision. To fit the style of "universe exploration", we design the exclusive badge for this exhibition, which adopts the concept of space and combines with elements of stars, starry sky, astronauts and so on. Simple geometry and bold color are consistent with the youth trend of "QQ is more fun".
03 概念设计ㅣConcept & Design
1. Space QQ
太空QQ的太空服设计指的是科幻电影如《星际穿越》和《火星救援》中的太空服，我们也将最新的时尚潮流，2018年以来运动鞋领域最为明显的趋势，将 ugly & oversize 的潮流风格注入到运动鞋的设计当中。这种将最新时尚潮流与太空服相结合的新型运动鞋,使整体设计看起来时尚而风趣。如果没有它，太空服可能只是一个浅显的概念。
The space suit of Space QQ is similar to the ones shown in the science fiction movies like "Interstellar" and "The Martian". We follow the latest and the most famous fashion trend in sneakers since 2018 as "ugly & oversize" in the sneaker design of Space QQ. This combination of the latest fashion and space suits makes the overall design trendy and interesting, without which the space suits might just be a superficial concept.
太空QQ创意草图 Design Draft of Space QQ
运动鞋设计草图 Design Draft of Sneakers
3D原型 3D Prototype
2. QQ X PUPU
本次设定，由两只企鹅背靠背组成，20周岁的QQ与1周岁的PUPU，鹅厂拥有着各种企鹅IP形象，除了经典的企鹅QQ，还有各种其他特色企鹅，包括PUPU，BabyQ等等，同时PUPU来自外太空也是企鹅FM产品的主形象，经典企鹅QQ携带了新生代PUPU共同探索科技太空，寓意企鹅在不断创新与拥抱新生代相互合力，为年轻用户提供更具科技力与社交娱乐化的服务。
This setup consists of two back-to-back IPs, 20-year-old QQ and 1-year-old PUPU. Tencent has a variety of Penguin IPs, and in addition to the classic QQ, there are many other characteristic penguins including PUPU, BabyQ and so on. Among them, PUPU comes from outer space and it is the main image of Nextradio products. The classic QQ and the new generation PUPU explore the space together, which implies that IPs are constantly innovating and embracing the new generations to make mutual efforts to provide young users with more technological and social entertainment services.
04 最终设计ㅣFinal Design
05 8米QQ模型制作ㅣ8m QQ Model
对于实际生产出这个巨型模型是个大挑战，我们先利用电脑三维模型生产出8米高的泡沫模型，反复检查生产的泡沫模型是否和设计模型一致，不断的打磨调整，待到确定泡沫模后开始翻模工作。
It is a big challenge to produce this giant model, so we use the computer based 3D model to produce an 8M-high foam model first, and repeatedly check whether the foam one is of the same shape with the design. After the constant polish, the final foam model is used for the turnover formwork.
先给泡沫模喷上泥巴水，便于脱模，之后喷上石膏水，并加入麻丝增加石膏的牢固性，待石膏模晾干，把石膏里的泡沫模掏出后开始往里面涂一层泥巴水（便于后面玻璃钢脱模），然后涂上树脂和纤维布/毡，干了之后砸烂石膏模，里面的玻璃钢模型就出来了。
First, the foam mold is sprayed with muddy water for a later demoulding, and then with the gypsum water. The hemp yarn is added to enhance the model firmness. When the plaster model is dried, we take the inside foam one out and spray a layer of muddy water in the model (still for the later demoulding), and then add the resin and fiber cloth/felt. After drying the materials and breaking the outside gypsum, we can get the inside FRP model.
玻璃钢定型之后给内部焊接钢铁骨架，作为加固作用。刚脱模的玻璃钢是非常粗糙的，于是对玻璃钢的外观进行打磨，使得表面光滑和调整细节，打磨完成后开始批灰和上底色，前后三次，为的是填补空隙瑕疵使模型更逼真完整。接着我们便调模型身上的颜色，在不断尝试中调出最接近效果图的颜色，开始逐步上色。
The steel framework is welded inside the shaped FRP model to serve as reinforcement. The demoulded model can be very rough, so the appearance of FRP needs to be polished to make the surface smooth and the details adjusted. After this, we begin to plaster and render the model for three times, in order to fill the gaps and flaws to make the model more realistic and completed. Then we try to work on the color matching to realize the ideal effect, and color the model gradually.
上色完成后再喷保护漆防止褪色，待模型的漆干后清洗整个模型，为贴上专属贴纸做准备，接着确定贴纸位置并逐一贴上。最后开始搭建安装，因为在搭建过程中模型会有磨损，搭建完后再做最后的修补工作，最后巨型QQ模型完美地呈现出来。
We spray the protective paint to prevent fading after coloring, and when the paint is dried, the whole model is cleaned to prepare for the exclusive sticker attachment. Then the position of the sticker is determined and sticked one by one. The next step is to construct and install the model, and the final repair work will be done after the construction due to the abrasion in the process.Finally, the giant QQ model is presented perfectly.
06 贴纸设计ㅣSticker Design
配合QQ20周年庆，我们要给8m的巨型QQ模型搭配上了贴纸设计，以slogan “QQ更好玩” 为设计的出发点，希望把有趣好玩的态度注入各个品牌中，为品牌logo严肃的视觉带来玩味感和潮流感。同时配合巨型QQ宇航员的造型，我们在设计贴纸时参考了航天飞机，科幻机器等机械图案元素，每个品牌的设计方案除了有趣值得玩味外，同时需要贴合宇宙科技探险的风格。
To celebrate the 20th anniversary of QQ, we design the sticker to match with the 8M-high giant QQ model. The slogan "QQ is more fun" is as the starting point of design to add the interesting and playful attitude into various brands, and bring a sense of fun and fashion to the serious vision of the brand logo. To coordinate with the shape of the giant QQ astronauts, we refer to the mechanical elements such as space shuttles and machines in the sticker design, which means that the design of each brand would not only be interesting, but need to conform to the style of universe and technology exploration as well.
我们针对这个大方向再进行了几轮细化，选出能代表各个品牌的最终的设计方案，并把贴纸模拟在太空QQ模型上反复测试贴纸最适合的位置，让贴纸和模型的整体风格可以完美契合。通过各个品牌的logo再设计贴纸和太空QQ的碰撞，把品牌推广做到最大化。
We refine the details in this direction for several rounds, and select the final design that can represent each brand. Then we try to put the sticker on the space QQ model repeatedly to find out the most suitable position so that they can match perfectly. Through the collision of logo redesign and space QQ, the brand can be promoted to the largest extent.
07 搪胶玩具设计ㅣFigure Design
作为QQ20周年庆的惊喜，我们制作了与巨型太空QQ同款的迷你搪胶玩具，在这次玩具设计上我们加入了小机关，在玩具内部放置了小磁铁，使得QQ和PUPU可以方便拆卸组合。
We also make a mini PVC toy with the same shape as the giant Space QQ as a surprise for this 20th anniversary. In the toy design, we place a small magnet inside the toy as a mechanism, so that QQ and PUPU can be easily disassembled and combined.
同时为其设计了专属包装盒，包装设计从“太空宇宙”的角度出发，以黑色为主基调，图案印花设计选用了太空QQ来进行设计，把太空QQ模型线体化，配合QQ20周年logo进行设计，利用烫金工艺与醒目的图形搭配，更有效的展现了QQ年轻化的品牌特点。同时为了减少后期生产制作之间的沟通误会，我们同期将几个较重要的角度的包装3D效果图快速渲染出来，有着非常直观的参考对照作用。
Moreover, a special packing box is designed for it which is basically black and from the perspective of "space and universe". The design of the printing pattern is based on Space QQ to linearize the model and combine it with the anniversary logo. We match it with striking images through gold stamping technology, which effectively demonstrates the brand characteristics of youth in QQ. To reduce the communication misunderstanding in the post-production, we quickly render out the package’s 3D effects from several important angles at the same time, which can be a very intuitive reference.
08 品牌物料设计ㅣProduct Design
1. 海报设计
设计QQ20周年展的宣传物料，我们采用了最能代表这次展览的太空QQIP为主体，作为本次展览的专属元素，太空QQ贴近科技，同时又具有趣味性和潮流感。我们结合了太空探索的特性，提炼出宇宙元素作为宣传的内容，让海报设计具有更多内容可看性和观赏性。
1.Poster Design
As for the design of propaganda materials for the anniversary, we have adopted the Space QQ IP as the main subject which can best represent the exhibition. As the exclusive element, Space QQ is closely related to science and technology, and it is interesting and trendy as well. Based on the characteristics of space exploration, we extract out universe elements as the propaganda content to make the poster design more worth seeing and appreciating.
2. T恤设计
配合QQ20周年展，结合宇宙太空元素，并从QQ20周年logo图形中延展设计出各类代表图形，正面简洁直接地显示出本次主题，把醒目的图形放置于T恤背后，利用坐标轴和经纬度的信息图案配合各个抽象化的宇宙元素，增加T恤设计的科技感，更明确地展现了科技向善的愿景。
2. T-Shirt Design
The theme is directly and concisely shown in the T-shirt with universe elements and representative graphics derived from the 20th anniversary logo. We place the striking graphics in the back side of T-shirt, and use the coordinate axis and longitude/latitude infographics to consist with the abstract universe elements. The sense of science and technology in the T-shirt design becomes stronger, which shows the vision of “Tech for Social Good” in a clearer way.
09 QQ20周年展览ㅣExhibition Design
QQ联合深圳福田星河COCO Park 举办了“QQ20周年主题展览”，展馆外形模拟宇宙太空站，以太空白灰色为主调，搭配简洁的立方体造型，白色灯条勾勒大门，并以QQ20周年专属徽章做门面，科技未来感扑面而来，就如大型QQ太空站坐落于地球。
The "QQ 20th Anniversary Exhibition" is jointly held by QQ and COCO Park (Futian, Shenzhen). The exhibition hall has a simple cubic shape and the main colors are white and grey, which is similar to the space station. The white light bars outline the gate with the exclusive anniversary badge on the front wall. The sense of future, science and technology is so impressive that it is just like a large QQ space station on the earth.
展馆大门旁的墙上安置了颇具科幻气息的全息投影装置，上面展示着QQ在不同时期的形象以及20年关键大事记。代表着不同时期的QQ形象用全息投影的方式展现出来，从最开始的胖QQ到现在的新版QQ，让你一眼了解QQ演变史。中间放着QQ历届各个跨界Figure展示，总有一款捕获你的心！
The wall next to the gate is equipped with a technological holographic projector, which shows the images of QQ in different periods and the key events for the past 20 years. The different QQ images are shown with holographic projection, from the initial fat QQ to the current QQ in the new version, and thus the audience can know the QQ evolution history clearly. In the middle of the room we have QQ cross-border figures in all generations, and there is always one type that can capture your heart!
同时本次展览还和% Arabica咖啡跨界合作，% Arabica咖啡展台设计简洁透气与QQ20周年展览风格完美融合。一边喝美味咖啡，一边畅游展馆，两全其美。
The exhibition also has a cross-border cooperation with % Arabica. The simple and fresh design of the coffee booth perfectly integrates into the anniversary exhibition style. It is complementarily pleasant to enjoy the exhibition while drinking the delicious coffee.
蓝色发光的隧道科幻神秘，一进去马上感受到了超强的氛围感，仿佛时光碎片擦肩而过。用QQ扫描墙上的二维码，立刻生成你的专属时光隧道“QQ个人轨迹”，各种瞬间涌上心头。
The blue tunnel with light creates a strong and mystery atmosphere in which the time fragment seem to flicker and pass by. Scan the two-dimensional code on the wall with QQ, and your exclusive time tunnel "QQ Personal Trajectory" will be generated immediately, which can remind you of many memories.
联合天天P图，用13个LED屏组成了“复古头像画廊”。走进互动装置小屋里，往镜头前一站，稍作等待后，以你的形象即时合成的13个复古头像就会出现在面前的13块屏幕上，体验即时“变脸”效果。让自己的头像和曾经用过的QQ经典头像合二为一，形成专属的复刻版头像海报。
13 LED screens are used to form the "Gallery of Retro Head Portrait" in conjunction with Pitu. You can walk into the cabin with interaction devices, and stand in front of the camera lens. After a while, 13 retro head portraits which is instantly synthesized based on your image will appear on the 13 screens in front of you, as the experience of an instant "face changing". The personal image is integrated into the classic QQ head portraits which you might use before, and this will create a unique reissue of head posters.
结语
QQ20周年展不仅包含了展馆设计，还包含了市场营销，运营活动，周边商品等多个设计环节，环环相扣，缺一不可，一起构建了整个QQ20周年展的设计体系；展览设计了太空企鹅携带着新生代PUPU共同探索科技，寓意鹅厂不断创新探索与科技向善的愿景，为年轻用户提供更具科技力与社交娱乐化的服务，在打造“QQ更好玩”的路上奋力前行。
Conclusion
The QQ 20th Anniversary Exhibition not only includes the design of the exhibition hall, but also has many other designs such as marketing, operation activities, peripheral commodities and so on. It is closely connected and indispensable to build the whole system of exhibition design, in which Space QQ explores the field of science and technology together with the new generation PUPU, impling the vision of continuous innovation, exploration, and “Tech for Social Good”. We always aim to provide young users with more technological and social entertainment services, and we will also make every effort to achieve "QQ is more fun".
