GSM Project × 探秘全球顶级展览设计公司，如何让观众成为故事的主角？

在博物馆、地标建筑、国际博览会、科技展馆中，我们常常被那些直击心灵的空间体验所震撼。
    是谁，能让一座宫殿讲述国家的崛起？
    是谁，能让观众“成为”星战英雄？
    又是谁，在828米高的迪拜塔顶，为游客装上“数字望远镜”？
这一切的背后，正是一家低调却极具影响力的国际设计公司——GSM Project
In museums, landmark buildings, world expos, and technology pavilions, we are often moved by spatial experiences that touch the soul.
Who is it that enables a palace to tell the story of a nation’s rise?
Who allows audiences to become heroes from Star Wars?
And who, at the very top of the 828-meter Burj Khalifa in Dubai, equipped visitors with a “digital telescope”?
Behind all of this stands a quiet yet profoundly influential international design firm — GSM Project.

一家以“观众为中心”的设计先锋
全球体验设计的“隐形冠军”

A design pioneer that puts the audience at the center —the “hidden champion” of global experience design.

GSM Project 成立于1958年，总部位于加拿大蒙特利尔，GSM Project 是全球少数集“创意设计 + 内容策划 + 工程实现 + 全球布展”于一体的全流程展览设计与制作公司。它在全球设有蒙特利尔、新加坡、巴黎和迪拜四个办公室，业务遍及120多个城市，完成项目超过1000个。
Founded in 1958 and headquartered in Montreal, Canada, GSM Project is one of the few companies in the world that integrates creative design, content curation, engineering execution, and global exhibition implementation into a complete end-to-end process.
With offices in Montreal, Singapore, Paris, and Dubai, the company has completed over 1,000 projects across more than 120 cities worldwide.

他们的核心理念非常清晰：
Their core philosophy is crystal clear:

把观众放在一切工作的中心。
Put the visitors at the center of everything we do.

这不是一句口号，而是贯穿于每一个项目的设计哲学。他们相信：
This is not just a slogan — it’s a design ethos that runs through every project. They believe that:

真正的体验
A true experience

不是“看”，而是“参与”
is not about seeing, but about participating;

不是“展示”，而是“共鸣”
not about displaying, but about resonating.

今天，让我们通过 阿布扎比总统府、2025年大阪世博会法国馆 等四个经典项目，深入探索GSM Project的设计精髓。
Today, let’s explore the essence of GSM Project’s design through four iconic works — including the Qasr Al Watan Presidential Palace in Abu Dhabi and the France Pavilion at Expo 2025 Osaka.

一、阿联酋 · 阿布扎比总统府（2019）
Qasr Al Watan (2019)

作为阿联酋总统的正式办公地，Qasr Al Watan 在2019年向公众开放，成为国家文化象征。GSM Project 负责其核心常设展览的策划与设计，围绕“治理、知识、工艺”三大主题，打造一场关于国家精神的沉浸之旅。
As the official working palace of the President of the United Arab Emirates, Qasr Al Watan opened to the public in 2019, becoming a national symbol of culture. GSM Project was responsible for the concept and design of its core permanent exhibitions, creating an immersive journey into the nation’s spirit around three central themes — Governance, Knowledge, and Craftsmanship.

设计亮点 / Design Highlights

文化与建筑的对话 / Dialogue Between Culture and Architecture

展览设计灵感来自阿拉伯传统几何图案与光影艺术，与宫殿建筑本身形成视觉呼应。
Drawing inspiration from traditional Arab geometric patterns and light-and-shadow art, the exhibition design resonates visually with the palace architecture.

“可消失”的展陈系统 / Disappearing Exhibition Display System

由于宫殿仍是工作场所，GSM Project 创新设计了可24小时内快速拆卸的模块化展台，如同剧院舞台，既保护文物，又灵活适应功能切换。
With the palace still in use as a working site, GSM Project’s innovative modular exhibition stands—quickly disassemblable in 24 hours—work like a theater stage: protecting cultural relics while enabling flexible function changes.

沉浸式光学装置 / Immersive Optical Installation

在“大礼堂”四角设置4个6米高的镜面立方体，通过无限反射、棱镜透视等光学游戏，让观众从不同角度“看见”穹顶与地纹的精妙。
At the four corners of the “Grand Auditorium”, four 6-meter-high mirrored cubes play with light—using infinite reflections and prismatic perspectives to let the audience “discover” the dome and floor patterns’ beauty from every angle.

夜间光影秀《A Palace in Motion》 / The nighttime Light and Shadow Show A Palace in Motion

与英国公司59 Productions合作，打造全球最大规模的永久性3D投影秀，将建筑立面变为动态画布，讲述国家历史。
In collaboration with the UK-based company 59 Productions, it has created the world’s largest-scale permanent 3D projection show, transforming the building’s facade into a dynamic canvas and telling the nation’s history.

这是一次政治空间向公共文化空间的优雅转型。GSM Project 以极高的文化敏感度与技术精度，将国家叙事转化为可感知、可互动的体验，让观众在敬畏中理解治理智慧。
This marks an elegant transformation of a political space into a public cultural space. With exceptional cultural sensitivity and technical precision, GSM Project has turned national narratives into perceivable and interactive experiences, allowing the audience to understand governance wisdom with awe.

二、阿联酋 · 哈利法塔顶楼（2018）
At the Top Burj Khalifa (2018)

作为世界最高建筑（828米），哈利法塔的观景台每年吸引数百万游客。GSM Project 负责其从地面到148层的全程游客体验设计，并在2015年完成全面升级。
The world’s tallest building (828m) Burj Khalifa welcomes millions of tourists yearly to its observation deck. GSM Project designed the full visitor experience—from ground to the 148th floor—and gave it a complete upgrade back in 2015.

设计亮点 / Design Highlights

层层递进的叙事旅程 / Progressive Narrative Journey

从接待区、光影模型、沉浸式隧道，到定制电梯内的多媒体体验，逐步引导观众“从地到天”。
From the reception area, light-and-shadow model, and immersive tunnel to the multimedia experience inside custom-designed elevators, it gradually guides the audience “from the ground to the sky”.

增强现实望远镜 / Augmented Reality (AR) Telescope

Tellscope为解决高空视野受沙尘影响的问题，GSM Project 自主研发了AR数字望远镜，可实时切换“晴天模式”“夜间模式”“历史影像”，让游客“穿透天气”看迪拜。
To address the issue of sand and dust affecting high-altitude visibility, GSM Project independently developed the AR digital Tellscope. It allows real-time switching between “Sunny Mode”, “Night Mode”, and “Historical Footage”, enabling tourists to “see through the weather” and view Dubai.

148层VIP互动之旅 / 148th Floor VIP Interactive Tour

通过 Kinect 体感控制与弧形巨幕，游客可“瞬移”至迪拜老城区、沙漠帐篷、清真寺、迪拜码头等四大地标，实现“虚拟漫游”。
Through Kinect motion-sensing control and a curved giant screen, tourists can “teleport” to four major Dubai landmarks—including Dubai’s Old Town, desert tents, mosques, and Dubai Marina—realizing “virtual roaming”.

GSM Project在此项目中展现了将技术无缝融入体验的高超能力。电梯舱内的多媒体体验不是孤立存在，而是精心设计的序曲，为登顶后俯瞰迪拜的震撼景色做好了情绪铺垫。这种渐进式的体验设计让游客的期待感逐步升级，最终在顶峰得到释放。
In this project, GSM Project demonstrated its exceptional ability to seamlessly integrate technology into experiences. The multimedia experience inside the elevator cabins is not an isolated element, but a carefully crafted prelude—laying emotional groundwork for the stunning views of Dubai that await visitors after reaching the top. This progressive experience design gradually builds up visitors’ sense of anticipation, which is finally released at the summit.

三、日本 · 大阪世博会法国馆（2025）
Pavillon France – Expo 2025

GSM Project 为2025大阪世博会法国馆打造了名为《Pulsations》（脉动）的常设展览，与视觉艺术家 Justine Emard 合作，以“爱的颂歌”为主题，探索人类、自然与技术的共鸣。
For the French Pavilion at the 2025 Osaka World Expo, GSM Project has created a permanent exhibition titled Pulsations. In collaboration with visual artist Justine Emard, the exhibition takes “Ode to Love” as its theme and explores the resonance between humans, nature, and technology.

在此项目中展现了其将抽象概念转化为体验式环境的卓越能力。整个展览围绕“爱”这一核心主题展开，但不是通过直接的表述，而是通过空间氛围、光影变化和声音景观来让参观者感受和体验。
GSM Project demonstrated its exceptional ability to transform abstract concepts into experiential environments in this project. The entire exhibition revolves around the core theme of “love”, but not through direct statements—instead, it allows visitors to feel and experience [the theme] through spatial atmosphere, light and shadow changes, and soundscapes.

这种设计手法体现了GSM Project一贯的叙事性设计理念——不满足于简单地展示信息，而是创造出一个能够引发情感共鸣和深度思考的环境。
This design approach embodies GSM Project’s consistent narrative design philosophy: it is not content with simply displaying information, but rather creates an environment that can evoke emotional resonance and deep reflection.

设计亮点 / Design Highlights

贯穿“红线”概念 / The “Red Thread” Concept Running Through

灵感来自日本“赤い糸”（红线传说），象征命运连接，贯穿整个空间叙事。
Inspired by Japan’s “Akai Ito” (Red Thread Legend), it symbolizes the connection of fate and runs through the entire spatial narrative.

心跳即节奏 / Heartbeat as Rhythm

将“脉搏”作为核心隐喻，既是生命的律动，也是音乐的节拍，更是人与人之间的共振。
Taking “pulse” as the core metaphor, it represents not only the rhythm of life and the beat of music, but also the resonance between people.

艺术与科技的交响诗 / A Symphony of Art and Technology

GSM Project 将法国馆的螺旋结构转化为一种感官旅程，通过灯光、图像和声音的精致编排，引导参观者情绪起伏。Justine Emard 则以其独特的艺术视角，创作了一系列视频装置和沉浸式环境，探索人类、技术与自然之间的关系。
GSM Project transformed the French Pavilion’s spiral structure into a sensory journey. Through the exquisite arrangement of light, images, and sound, it guides visitors through emotional ups and downs. Meanwhile, Justine Emard, with her unique artistic perspective, created a series of video installations and immersive environments to explore the relationship between humans, technology, and nature.

展览核心是一个6.6米高的球体，由LV路易威登旅行箱组成，悬浮在双层通高空间内。随着影像装置的旋转与垂直移动，参观者沉浸在动感的光影与声音中，仿佛参与一场未来主义的剧场表演。
The exhibition’s centerpiece is a 6.6-meter-high sphere composed of Louis Vuitton (LV) suitcases, suspended in a double-height space. As the video installation rotates and moves vertically, visitors are immersed in dynamic light, shadow, and sound, as if participating in a futuristic theatrical performance.

这是一次未来主义的情感表达。GSM Project 再次证明，即使是最抽象的主题——“爱”，也能通过设计转化为可感知的“脉动”。
This is a futuristic expression of emotion. GSM Project once again demonstrates that even the most abstract theme—”love”—can be transformed into perceptible “Pulsations” through design.

四、全球 · STAR WARS™ Identities（2012-2021）
STAR WARS™ Identities（2012-2021）

与卢卡斯影业深度合作，GSM Project 全程策划、设计并执行了这场横跨14城、历时近10年的星球大战全球巡展，吸引超200万观众。以“身份”为核心主题，展览通过200余件电影原版道具、服装与艺术品，结合遗传学、心理学等多学科知识，引导观众探索自我身份的构成。
In a deep collaboration with Lucasfilm, GSM Project planned, designed, and executed the entire global Star Wars exhibition—spanning 14 cities and nearly a decade—which has drawn over 2 million visitors. With “Identity” as its core theme, the exhibition integrates over 200 original film props, costumes, and artworks, along with multidisciplinary knowledge such as genetics and psychology, to guide visitors in exploring the composition of their own identities.

设计亮点 / Design Highlights

个性化身份 / Personalized Identity

构建每位观众佩戴电子手环，通过互动问答（性格、价值观、选择）逐步构建自己的“星战角色”，最终生成专属英雄形象并可分享。
Each visitor is provided with an electronic wristband. Through interactive quizzes (covering personality, values, and choices), they gradually build their own “Star Wars character,” and finally generate an exclusive hero avatar that can be shared.

科学+叙事的双线结构 / Dual-Line Structure of Science + Narrative

一边是卢卡斯影业提供的200件珍贵道具、服装、原画；一边是神经科学、心理学对“身份形成”的解读，巧妙连接虚构与现实。
On one side, there are 200 precious props, costumes, and original artworks provided by Lucasfilm; on the other side, there are interpretations of “identity formation” from neuroscience and psychology. This cleverly connects fiction and reality.

沉浸式场景还原 / Immersive Scene Reconstruction

从塔图因的沙暴到死星的机械走廊，通过灯光、音效、投影与空间布局，高度还原电影氛围。
From the sandstorms of Tatooine to the mechanical corridors of the Death Star, the film’s atmosphere is highly recreated through lighting, sound effects, projections, and spatial layout.

看完了GSM Project的这四个项目，

不知您是否也和我们一样，在震撼之余，

开始思考这样一个问题：
After learning about the four projects by GSM Project, we wonder if you, like us, have begun to ponder this question beyond the amazement:

当技术浪潮滚滚而来

AI与多媒体几乎无所不能时

什么才是体验设计中真正无法被替代的核心？
As the tech tide surges and AI/multimedia do almost everything—what’s the truly irreplaceable core of experience design?

GSM Project 用跨越十年的项目给出了他们的答案：
GSM Project has offered their answer through decade-spanning projects:

是共情，是叙事，是那份对人性的深刻理解与尊重。
It is empathy, storytelling, and a profound understanding of and respect for human nature.

• 技术会过时，但一个好故事承载的情感永远不会。
• 装置会老化，但一个空间营造的共鸣能持续很久。
• 内容可复制，但一次为“你”而设计的个性化旅程无可替代。
  Technology may become obsolete, but the emotions carried by a good story never will.
  Installations may age, but the resonance created by a space can last a long time.
  Content may be replicable, but a personalized journey tailored for “you” is irreplaceable.

他们所有的技术、艺术与投资，最终都指向同一个终点：
All their technology, art, and investment ultimately lead to the same end goal:

让每一位走入其中的观众，成为故事真正的主角。
To let every visitor who steps into their spaces become the true protagonist of the story.

这，或许就是 GSM Project 能成为“全球顶级”的原因，也是所有展览设计者都应秉持的初心。在未来，谁能更好地讲述故事，谁就能更好地连接人心。
This is perhaps why GSM Project has become a global leader—and why it should be the original aspiration upheld by all exhibition designers. In the future, those who tell stories better will connect with people’s hearts better.