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Happy Mid-Autumn Festival!
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Nation Branding through Storytelling – Design Proposal for the Austrian Pavilion at the World Expo 2025 in Osaka
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We are proud to present the work that we have developed as part of the design competition for the Austrian Pavilion at the World Expo 2025 in Osaka. While this pavilion design concept was not successful, it is an excellent example of how storytelling can be applied during the creative design process.
The Expo’s theme “Designing Future Society for Our Lives” includes focal points such as “Co-Creation”, “Robotics” and “AI”. Exhibiting countries are invited to present projects and technologies that are suitable for achieving the Sustainable Development Goals set by the United Nations by 2030.
When storytelling is done correctly during the design process, story concepts or values intrinsically linked to the country’s positioning are abstracted and woven into the overall design of a structure or space. On a large scale, applying the story inspirations should happen subtly and abstractly to avoid cliches and tacky designs. When applied to areas where visitors interact directly, the execution can be more concrete. We will explain how we did that for this project below.
Resonance as the Core Idea
Austrian Signature Landscape
East Asian Philosophy: The Earth, Human, and Sky Trilogy
Nation branding is important for countries to attract more investment and a high-skilled workforce, support the export of products of local companies, and promote tourism. Companies that export products will also benefit considerably from a strong country image – a Nielson study found that over 70% of global consumers believe that the location of a product is important and affects their purchase decision.
Storytelling helps to build an emotional connection with visitors and creates a lasting impression.
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Immersive Experience in Exhibition Stand Design through the Example of the UK Pavilion Concept
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Strong storytelling and an immersive experience were at the core of our concept when designing the UK Pavilion for the CIFTIS 2023 exhibition stand. Although our design was not selected, we firmly believe it serves as an excellent example of how to lead visitors through a mesmerizing journey of immersive exploration into the "Architecture of the Future" while showcasing various UK sectors and excellence. Guided by the message "See Things Differently," we've woven together a tapestry of inspiration to transport guests into a realm where innovation meets imagination. By creating an environment that immerses attendees in the heart of the UK’s story, immersive design fosters a deeper connection and leaves a lasting impression.
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The Effect on Consumer Behavior of Chinese and Western Social Media
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In the dynamic landscape of contemporary retail, the symbiotic relationship between social media and consumer behavior has become an undeniable force. Any comprehensive marketing strategy today must include a robust social media component, as it wields unparalleled influence over purchasing trends. However, it's essential to recognize that the utilization of social media platforms diverges significantly between Western countries and China, despite the overarching globalization of digital culture.
Overall, the key to success in social media marketing lies in understanding the target audience, tailoring strategies accordingly, and leveraging the unique features and cultural nuances of each platform. In the ever-evolving realm of social media and retail, this understanding remains the ultimate key to triumph.
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