Visual Communication Design
Han Jiaying Design & Associates Co. Ltd , China
China Vanke Co.,Ltd. , China
Design Company :
Han Jiaying Design & Associates , China
In keeping with the theme of Expo Milano, Feeding the Planet, Energy for Life, and assisting Vanke in making its own mark in this design gala which gathered top designers came from the architecture, communication design, and interior design industry. It successfully helped Vanke as the first Chinese enterprise which has an independent pavilion at an overseas expo to improve its brand image in the international stage.
Han Jiaying Design & Associates created the concept “Shitang” for the Vanke Pavilion. The “Shitang” in Chinese means “canteen.” It visualizes the urbanization by food experience, aiming to set up the image of Vanke Pavilion, by the firm belief that enjoying the food is one of the best way to understand the culture. The symbols of Chinese food culture, such as the ancient cookbook and chopsticks, take a while new journey under the subjective interpretation of the designer Han Jiaying, using ink conversion into black and white, with freehand brush strokes and folk calligraphy to tell the stories of the Chinese people and modern society.