🚩 New Media Artist Hsin-Chien Huang Leads "Garden Taipei/Formosa: Taiwan Grand Tour" with 22 Taiwan's VR and New Media Artworks to 2021 Ars Electronica Linz in Austria🇦🇹
2021 ARS ELECTRONICA FESTIVAL Ars Electronica has chosen “A New Digital Deal” as its annual theme, centering around the social and cultural transformations under the influence of technology from different countries. Also, it pays attention to changes of “the New Normal” due to the pandemic.
Hsin-Chien Huang, this year’s curator of the “Garden Taipei/Formosa”, resonates the theme with the “Taiwan Grand Tour”, hoping to waken our desire and ability to move freely during the journey via different kinds of media, also make more people see the marvelous results and how hard Taiwan has devoted to technology, culture, tradition, and tradition via international digital platforms. The tour will have become a window between the world and Taiwan.
The scale of this year’s exhibitions has been brought up a notch. Not only did it carry on displaying the VR and AR productions from last year, but the curator Hsin-Chien Huang has collaborated with three other, Hsiao-Yue Tsao, Billy Chang, and Chung-Hsien Chen, to call out many VR directors, new media artists, start-up companies and government institutions to join the project. There are 22 magnificent programs in total, which will be shown in categories such as “Immersive Tour”, “Animated Tour”, “New Media Tour”, “Earth Tour” and “Action Tour” respectively.
“Immersive Tour”, as the first part of the “Taiwan Grand Tour”, viewers can wander among the mountains, oceans, and rivers in the digital world, even outer space! Six scenes inspired by unique Taiwanese landscapes with cultural and biological features will be shared with the audiences, such as “The Starry Sand Beach” (Directed by Hsin-Chien Huang and Nina Barbier), “Moondream Reality-Rebirth”(Directed by Chi-Yen Chiang, Ami Wu), the shuttle VR 360 stereo video of “TAIPOWER D/S ONE.” (Directed by Ghung-I Hung and Shih-Chou Wen), “Floating Childhoods” (Directed by Hakka Public Communication Foundation and Wen-Chieh Chang), “Blue Tears EP1” (Directed by Hsiao-Yue Tsao), and “Samsara” (Directed by Hsin-Chien Huang).
In the “Animated Tour”, viewers can devote themselves to the characters via different programs. Whether it is the abstract or figurative visual style, audiences can experience anxiety and frustration all the way to happiness and growth. Getting rid of this disappointing reality, viewers shall continue the “Taiwan Grand Tour” through their imagination. This program consists of four animations: "Go Go Giwas: Sowing Dream Seeds"(Directed by Vick Wang, Yi-Feng Kao), "My grandmother is an Egg"(Directed by Wu-Ching Chang),"Inside"(Directed by Yu-Ting Hsueh), and "The Wayward Kite"(Directed by Yu-Ting Hsueh).
In the “New Media Tour” program, nine brilliant pieces created by Taiwanese artists will be shared as the relay points for the “Taiwan Grand Tour.” They use video, sound, electronic music, installation, and various new media to explore different topics, such as family, memory, city, society, landscape, and environment. We firmly believe that digital tools can also capture the warmth and emotions in reality. This program consists of nine artworks: "Surrounding Spectrum"(Directed by Hsiu-Ming Wu), "Nanyang Express II : Eternal Wandering and Tropical Pursuing"(Directed by Yi-Chi Lin), "Wave Waves"(Directed by Sio-Pang Hong), "That ・ This"(Directed by Ching-Chuan Hu), "Signal"(Directed by Chin-Hsiang Hu), "Tower of Babel by the sea"(Directed by Wei-Chung Feng), "How to explain love to an iPhone"(Directed by Jie-Huai Yang), "U+617E_v2.∞"(Directed by Jia-Hua Zhan), and "Absence in Presence"(Directed by Ning Tsai).
In the program “Earth Tour”, viewers will participate in a performance art called “Taste Soil”, which intends to rethink the relationship between humans and land by means of “eating.” The program brings together international eminent chefs Andre Chiang, dancer Billy Chang, new media artist Hsin-Chien Huang and Wen-Chieh Chang, fusing Taiwan’s unique traditions and customs with cuisines and dance performances via VR experience. A feast to the eyes and tastebuds awaits.
Looking back at the present time, humans need to take more efficient scientific actions in the digital world to reduce the consumption and pressure of resources and the environment and cope with the impact in the post-pandemic times. Two important technology units in Taiwan make their debut in the “Action Tour”: Miniwiz Co., Ltd. and the Taipei Urban Intelligence Center. The former is devoted to the sustainable development of materials science with digital technology and design, while the latter is the integration of big data and streaming technology to create a new technical model of urban governance. Combing these two, an answer to developing a sustainable society with digital energy is born. During the tour, a new performance art project is inspired by the digital cross-field cooperation for the first time. The Taipei Urban Intelligence Center will join hands with new media artist Chin-Hsiang Hu and the founder of Inwheel Ghung-I Hung, to create a new media artwork “The Weight of Data” by integrating both virtual and physical materials from different domains and sharing data resources.
The brilliant curatorial concept and lineup of the Taiwan Grand Tour have attracted the interest of the officials of the festival and been in the limelight. Therefore, the festival has invited three creators behind the “Earth Tour”: Andre Chiang, Billy Chang, and Hsin-Chien Huang, to an online interview called “Highlight Channel” at 18:00 on September 1 (Taiwan Time). The link will be provided by the official later on. Moreover, Miniwiz Co., Ltd. and the Taipei Urban Intelligence Center are also invited to share their ideas and experiences in an online show called “Home Delivery.”
The theme of the Garden Taipei/ Formosa is presented in a diverse form of performances by combining different fields multiply. The audience can easily follow the step of the “Taiwan Grand Tour” to explore Taiwan’s magnificent local digital creativity and illustrate a new digital landscape unitedly that only belongs to Taiwan. The 2021 Ars Electronica online exhibition will be held from September 8 to 12, 2021. Click the link below to take a sneak peek of this year’s shows.
📍ARS ELECTRONICA FESTIVAL 🔗 https://ars.electronica.art/newdigitaldeal/de/formosa-grand-tour/
📍ARS ELECTRONICA FESTIVAL “Home Delivery” 🔗 https://www.youtube.com/c/arselectronica/playlists?view=50&sort=dd&shelf_id=5
📍 Garden Taipei/Formosa: Taiwan Grand Tour 🔗 http://garden2021.metarealitylab.com/
#奧地利林茲電子藝術節
#arselectronica21 #gardentaipeiformosa
同時也有2部Youtube影片,追蹤數超過643的網紅Dickson Chai,也在其Youtube影片中提到,Campaign : Blissful Together Brand : Auntie Anne's Malaysia Marketer : Dickson Chai Agency : Nil PROBLEM Auntie Anne’s is a well-known International...
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WINNER/ VISION FOR POST COVID-19 STREETS AND SPACE
COVID-19 對人們的生活及生活方式造成破壞性的影響,當工作、生活及活動區域縮到只剩視線範圍可見時,戶外/自然可能是唯一的嚮往。
此設計案提出自然生態可以以一種平衡的方式被引入各條不起眼的小巷,繁榮而有彈性的街道景觀就在家門外。
回歸大地/ BACK DOWN TO EARTH
剝去柏油及硬空間,利用開拓性的技術來減少城市結構的碳足跡,使城市的居民與自然重新連接起來。
這樣的景觀對於在台灣的你,喜歡嗎?
‘This is the street where we work – an unremarkable street, full of tarmac and cars. It is exactly this type of street where an environmental revolution could take root – responding to post COVID-19 opportunities and the climate emergency, to radically rethink our urban streets, for the sake of humanity.’
Credits
A joint collaboration between the amazingly talented Landscape Architect, graphic designer and artist HILARY BARBER & ADAM GREATRIX, the associate partner from the Gillespies Leeds studio.
更多詳細內容請至
https://competitions.landscapeinstitute.org/transforming-the-urban-landscape/blog/exhibition_entry/back-down-to-earth/
Organization
Landscape institute UK
International design competition
#postcovid19 #postcovidlandscape #newstreetscape #climateemergency #疫情 #好好在家防疫
urban design international 在 辣媽英文天后 林俐 Carol Facebook 的精選貼文
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橫跨成功大學十大學院四十六個科系的營隊
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urban design international 在 Dickson Chai Youtube 的最佳貼文
Campaign : Blissful Together
Brand : Auntie Anne's Malaysia
Marketer : Dickson Chai
Agency : Nil
PROBLEM
Auntie Anne’s is a well-known International Brand from U.S.A specializing in baked soft pretzels. The first outlet arrived at Malaysian shores 25 years ago and has since experienced continuous growth in both outlets and customer base.
Sales during the Chinese New Year festive period (January to February) are typically non-peak season with lower-than-average volumes.Malaysians from city areas (where the majority of Auntie Anne’s outlets are located) back to their respective hometowns in sub-urban or rural areas to spend time with the family, traditionally the week preceding and during Chinese New Year. This leads to lower footfall at shopping areas and malls during this window, generating lower transactions.
Auntie Anne’s devised a breakthrough strategy to increase brand presence, awareness and drive customers’ visitation to outlets when doing shopping in malls.
SOLUTION
The campaign’s concept – “Blissful Together”, inspired by “福” (Blissful) – a word commonly used during Chinese New Year seasons which means good wishes and also represents the joy and festive mood associated with Chinese New Year. Creatively combined the brand logo with the word “福”, fusing a Western brand with iconic traditional Chinese element, to become the central art of the campaign, making all customers felt like enjoying a piece of Auntie Anne’s means receiving a “Blissful” wishes from the brand during Chinese New Year.
Campaign’s target audience was Malaysians of all races, all ages, including new and repeat customers.
Auntie Anne’s used an integrated approach to maximise reach and engagement of target audience via relevant touch-points.
Packaging: All packaging were changed into a couplet-like design with Auntie Anne’s version of “福” (Blissful) word on it, spreading the “Blissful” experience to every customer who visited Auntie Anne’s throughout the period.
In-store promotional items: Utilized all potential spaces and real estate within each outlet to display campaign-related in-store items. All collaterals strongly presented the Auntie Anne’s version of “福” (Blissful) word and functioned like couplets display at outlets.
Promotion Scheme: 3 promotional sets and used different “Blissful” levels to represent different promotional sets: i. “So Blissful” – RM8.50 (Original Stix + Any Pretzel) , ii. “More Blissful” – RM9.50 (Cinnamon Stix + Any Pretzel) , iii. “Very Blissful” – RM10.50 (Choco Eclairs Stix + Any Pretzel).
Social Media: Consistent postings highlighting the couplet-like design packaging to bring up the festive mode among audience as well as a reminder to loyal fans and potential customers throughout campaign period.
DELIVERY
On ground:
All Auntie Anne’s outlets turn into “Blissful” outlets by displaying all “Blissful Together” theme promotion materials.
All outlet staffs strongly promote “Blissful” promotion set items with use of “Blissful” name for promotion items: “So Blissful”, “More Blissful” and “Very Blissful” instead items’ original names during the campaign.
Only “Blissful” design packaging was used during the period to pack every product sold.
On line:
The campaign was announced through Facebook and Instagram page by changing the profile photos to display Auntie Anne’s version of “福” (Blissful) word and followed immediately by promotion information post on 1st day of campaign. Facebook and Website landing page cover pictures were changed to “Blissful Together” campaign key visuals to be consistent with the “Blissful” decoration displayed at physical outlets.
1 social media posting was made on Facebook and Instagram platforms on average, every 2.5 days, about “Blissful Together” campaign to maintain the campaign hype and momentum.
PERFORMANCE
Successfully spread “Blissful” wishes to more than 945,000 customers with more than 1,790,000 “Blissful” packaging handed out together with the products sold – exceeding the sales made last year for same period by more than 41,000 units.
A growth in Revenue of 5.6% and growth in number of transactions by 2.7% during the Chinese New Year period compared to last year. Average spending per transaction increased by 2.8% showing the direct impact of the promotional set items sold which encouraged customer’s higher spending or more quantity purchase per transaction.
“Blissful Together” postings gained total of 42,622 reached with in Facebook fan page and 20,438 reached in Instagram during campaign period with ZERO advertising budget. “Blissful Together” first day posting achieved 5% engagement rate which was higher than industry benchmark (3-4%).
Campaign successfully created a new mindset of inclusivity, reminding that festive seasons such as the Chinese New Year can be celebrated by all races through the concept of blending a western international brand with traditional Chinese culture to symbolize joy and fortune during Chinese New Year.
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