Commissioned by Chinese chemical industry giant Highsun Group, VAVESTUDIO completed the design of the brand experience center, which has now been completed and opened to invited visitors.
Founded in 1984, Highsun Group has evolved from a knitwear factory into a conglomerate spanning chemicals, fibers, and new materials. With bases in Jiangsu, Guangdong, Fujian, and the Netherlands, this new two-story experience center is located at their Fuzhou headquarters.
Design Concept: Hidden in Plain Sight
After an in-depth exploration of Highsun Group’s history and core products, we uncovered a defining trait of the brand — Highsun’s products permeate a wide range of industries. Whether it’s high-end chip manufacturing or daily consumer goods, many essential products rely on Highsun’s materials and expertise.
Just like a “hidden sage” behind the scenes, Highsun Group enabling progress while remaining unseen. This led to the narrative concept of “Hidden in Plain Sight,” with the exhibition revolving around the theme of “hidden.” Through three immersive scenarios that reflect the brand’s characteristics, visitors are introduced to the company’s story.
Mission
Rather than simply conveying information to visitors, the exhibition seeks to forge an emotional connection. It aims not only to present content that expands visitors’ existing knowledge but also to inspire curiosity and a desire to explore the brand further. This interaction increases the brand’s influence and helps foster a deeper, more personal connection with the company’s story, leaving a lasting impression.
Entering the bright white space is the prelude to the experience – “Great Truths Are Always Simple.” The wall to the left of the entrance clearly conveys Highsun’s corporate slogan: “Always. All ways.” As visitors delve deeper into the space, a visual timeline of Highsun’s growth slowly unfolds along the optical illusion walls.
Solution: From “Hidden” to “Visible”
On the first floor, the “Great Forms Are Formless” theater takes visitors on a journey through dramatic, thought-provoking scenes. It encourages reflection on the everyday objects we encounter: What materials are behind these products? As visitors observe, question, and explore, Highsun’s end products are gradually revealed.
Matching the multimedia screen content, 32 raisable boxes hidden in the ceiling rise and fall. Inside each box is a 3D-printed model of an end-use product made primarily from nylon 6 and other new materials developed by Highsun. The rhythmic movement of these dynamic installations captures visitors’ attention, encouraging them to consider the vast applications of these products.
As the theater’s performance draws to a close, the boxes come together to form a car, highlighting Highsun’s innovations and contributions to the automotive industry. As the boxes lower, interactive screens on 10 of them provide visitors with detailed information on the materials and their applications, inviting them to pick up the knowledge they want to explore further, rather than passively receiving it.
On the second floor, the “Great Sound is Soundless” area shifts focus to industry and innovation. Through a real-scene sand table with controllable screen projections and movable splicing screens, visitors are introduced to Highsun’s global industrial footprint, its development plans, and future growth strategies. The continuously updated multimedia content ensures that visitors are always informed with the latest company news and industry trends.
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