cultural adventure

 

China welcomed 70 million visitors at the Shanghai Universal Exposition. Belgium / EU was present with a pavilion created around the structure of a brain cell, being the dominant conceptual image for the building. It evokes the artistic, scientific and cultural richness of Belgium and Europe. 

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Studio Whit continued the concept by implementing carefully designed print interactions. Strategically placed, they spark the curiosity of the visitors and their willingness to discover the diversity of Belgium / EU and its intrinsic qualities. The assignment in close collaboration with local partners was an adventure; Chinese culture forced us to a different approach. 

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Studio whit was also in charge of the book design for the publication associated with the Belgian EU pavilion.