Creation concept: “Excellence Admiring Lecture Hall”, first launched in 2015, is a series of non-profit lectures organized by Shum Yip Land Company Limited. The lectures are aimed to create a platform for cross-culture and multidisciplinary public communication with the support of international big names from various fields. Guest speakers of Season 3 include architect Yansong Ma, photographer Quan Xiao, artist Jianguo Sui and lyricist Qian Yao. In terms of image design, we need to come up with an element that is more culturally inclusive and able to embody the speaker's personality and ideas. We explore the deformation and construction brought by presenting two-dimensional figures in three-dimensional images, and explore the infinite possibilities of design from the relationship between artistic works and human as well as between man and nature. After in-depth exploration of characteristics and works of the speakers, we apply four physical states including water, light, sand and wind to present different cultural states including architecture, photography, art and literature. Thereby, we build up a visual world integrated by visual appeal, visual interest and multiple connotations and a bridge between the world in speakers’ head and the public. With the help of new media, we adopt a dynamic way to present the brand’s concern about the relationship among architecture, art, literary, human and nature, bringing the public new feelings of cities and arts.
