China Internet titan, Tencent, launched its new headquarter in Beijing in late 2018. Tencent built a brand experience hall that aimed to introduce Tencent’s corporate stories to governments, enterprises and the general public via interactive art installations.
Concept Designer | Art Director
I joined the project as a concept designer, along with 2 creative directors (Haijie Hu, Wen Chieh Chu), a graphic designer (Jiani Zhu) and 3 3D designers (Di Zhu, Dongwen Xu, Xin Chao) . As a concept designer, I was in charge of the content and concept of the project and worked closely with Tencent corporate branding team to reorganize the content.
Tencent didn’t have a content manager to curate communication materials from different departments, such as Wechat, QQ, AI Lab or Big Data Center. The most challenging part of the project was to understand the Internet cultural context in China and transfer the insights into intriguing stories via interactive art installations for users to play with.
We did the site research and technology research in Beijing to understand Tencent’s corporate stories, products and emerging technologies that could be used in practice.
“Remember to look up at the stars and not down at your feet. Try to make sense of what you see and wonder about what makes the universe exist. Be curious.” Stephen Hawking
Tencent cofounder Pony Ma Huateng who loved astronomy while growing up, and considered the Internet is like an unstable, exploding galaxy. Pony, therefore, suggested that in the comparison of the universe, frustrations in life shall not be a severe issue since human beings are so small and fragile.
The interpretation of the Internet resonates Stephen Hawking's description of the Universe: Be curious and consistently exploring.
The spatial experience was developed from the concept of the universe and exploration. The images of the galaxy had been widely used in the brand experience hall.
・ The notion star indicates each product that Tencent builds
・ The image of a growing star suggests each data that Tencent owns
・ The possibility of growing universe states Pony's genuine enthusiasm toward astronomy
The brand experience hall invites people to start a journey at Tencent Beijing
According to each product’s unique selling point (USP) and context, the team came up with quick sketches to brainstorm the interactive experience for users to play with.
3D Floor Plan
The brand experience hall is divided into 6 sectors:
1. Origin of the Tencent Universe
2. QQ and WeChat (Tencent’s most popular products)
3. Cultural and Entertainment (How Tencent leads popular culture, reinvent traditional culture and sports in the contemporary world)
4. Medical future and big data in China
5. Tencent AI Lab
WeChat, Tencent's popular social messaging app, has more than 1 billion users. I reinforced the fact that Tencent influences people’s daily life while checking peak hour traffic, commuting to work and making reservations.
Big Data in China. When users entered the room, the scene would start to show the big data in different cities in China.
Internet Plus - Future Medical Room
The installation mixed the experience of traditional medical scene and AI medical support
Future Retails. Users can pay in the future retail shop via his/her face ID.
Big Data Center at Guiyang. When users touched the screen, the installation would show how Tencent car delivered big data boxes from ShenZhen to Guiyang via hologram
AI Interpreter translates languages immediately