“Hidden in Plain Sight”

Highsun Group Brand Experience Center 2014

Entering the exhibition, a mobile LED wall moves back to reveal 32 hidden boxes.

The concept, “Hidden in Plain Sight,” reflects Highsun’s role as the unseen force behind countless industries.

Idea
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.

The large letters of the logo and its meaning are explained on the right-hand side of the room.

Commissioned by Chinese chemical industry giant Highsun Group, VAVE Studio 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.

All the elements in the theatre are choreographically coordinated.

Mission
Discovery

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.

Visitors journey through immersive scenarios where Highsun’s contributions to everyday products are gradually revealed through the descending boxes.

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.

A visual timeline of Highsun’s growth unfolds along the captivating optical illusion walls, drawing visitors into the brand’s story.

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.

Inside each box is a 3D-printed model of an end-use product developed by Highsun.

Interactive screens on 10 boxes provide visitors detailed information on the materials and their applications.

This allows visitors to find out more about the use of different materials. For example, in the fashion or automotive industry.

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.

Vision
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.

A giant model of the company’s campus with controllable screen projections shows the development plans and future growth strategies.

These LED walls transform the space, doubling as both dynamic displays and window covers, adding an impressive visual and functional element to the room.

Concept & Design & Production
VAVE Studio

Client
Highsun Holding Group (HSCC)

Size
385 sqm

Architecture
Gensler

Project Management
PengCan Cultural and Creative (Shanghai) Co., Ltd.

Construction
Obsidian Factory

Photographer
Saren Wong, RAWVISION studio (Architecture)

Videographer
Saren Wong

Project Completion Date
Jan 2024

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