Across Plagát by Xuguang Zhu and Chao Yang

Across Plagát by Xuguang Zhu and Chao Yang is a highly esteemed winner of the very prestigious 2022 Strieborná cena A' Design Award in Grafika Competition Category.

StriebornáGrafika· 2022

Across Plagát

by Xuguang Zhu and Chao Yang

Client: Zhejiang Sci-Tech University

Strieborná cena A' Design Award Winner in Grafika Category

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Verified Award Winner

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View at A' Design Award Press Release Award Badge

Colors

The Design

About Across Plagát

Across je plagát vytvorený pre festival digitálneho umenia venovaný skalnému umeniu pohoria Che-lan v Číne. Plagát je vytlačený na lentikulárnom materiáli. Jeden obraz zobrazuje pôvodný motív z pohoria Che-lan a druhý zobrazuje modernú digitálnu verziu toho istého motívu. Pri zmene uhla pohľadu sa starobylý motív vytráca a objavuje sa digitálny motív. Tradičný obraz bol namaľovaný zmesou atramentu, čaju, želatíny a zlatého prášku, nanášaného rozstrekovaním, aby sa vytvorila textúra podobná skale. Across sa snaží zachovať a zdieľať ohrozenú starobylú kultúru.

The Recognition

About the Strieborná cena A' Design Award

Across Plagát je laureát Striebornej ceny A' Design Award, mimoriadne prestížneho uznania udeľovaného nádherným, pôsobivým dizajnom najvyššej kvality. Laureáti Striebornej ceny sú nesmierne brilantné a mimoriadne kreatívne diela, ktoré ilustrujú výnimočnú odbornosť, talent a bystrosť svojich dizajnérov. Od Across Plagát sa očakáva, že bude úžasným, vzorovým dielom, pozoruhodne profesionálnym a hlboko inovatívnym. Tento dizajn ocenený Striebornou cenou A' Design Award je veľmi pozoruhodný, obdivovaný vynález, ktorý prináša úžitok a posúva hranice umenia, vedy, dizajnu a technológie. Across Plagát je výtvor, ktorému mnohí závidia, ktorý vzbudzuje túžby, prináša pozitívne pocity a vyvoláva úžas a údiv.

Behind the Design

Press Kit

Credits, team members and technical details provided by the designer.

Unique Properties: The poster uses lenticular material. On one side is a modern digital Helan Mountain motif and on the other side is the original Helan Mountain motif. The lenticular material makes the original Helan Mountain image disappear and become the new digital Helan Mountain as the viewpoint moves, thus expressing the theme of leapfrogging and symbolising the revival of an ancient civilisation.
Dimensions & Packaging: Poster: 1855mm*30mm*465mm
Tags: Chinese tradition, internationalism, rock art, cultural relics
Production Technology: 1.Raster material. This kind of material is characterized by different pictures that can be seen from different angles and produce alternating effects. It is used to express the theme of across and symbolize the renewal and iteration of an ancient civilization.
2.Comprehensive material painting. I use a mixture of ink, tea, gelatine and gold powder to make pigments and then use a syringe to perform the Chinese painting technique of ink splashing. The pigment is sprayed on the ground and covered with rice paper. The next day, a special texture similar to rock will be obtained to show the traditional Holan Mountain rock painting.
Design Challenge: The biggest challenge was the clever use of materials and graphics to convey the concept of the theme.
Research: Type of research: modernisation of ancient civilisations
Research Objective: To modernise and digitally conserve the ancient rock paintings of the Holan Mountains
Methodology: To investigate the history and types of rock paintings in the endangered Holan Mountains. A modern redesign based on the original motifs so that they can continue to be disseminated and used in contemporary times.
Results: The design was presented and a digital art festival was carried out in Holan Mountains, which succeeded in making more people aware of the culture and many bought souvenirs of the design.
Inspiration: Holan mountain rock painting is a precious ancient civilization heritage of China. Nowadays, due to environmental reasons, it is gradually disappearing, but many people still don't know its existence. Therefore, I have planned a digital art festival of Holan Mountain with the theme of across. The main visual performance of this festival is to redesign the rock paintings digitally as a kind of digital protection, so that they can be spread and applied in the contemporary era and play the contemporary value of ancient culture.
Project Duration: The project starts in Hangzhou in March 2021, will be completed in Hangzhou in April 2021 and will be presented in Helan Mountain, Ningxia in May 2021
Operation Flow: Different motifs can be seen with different viewing angles of the poster. The traditional Holan Mountain motif and the modern Holan Mountain motif keep disappearing and reappearing as the perspective changes. This expresses the concept of an ancient civilisation disappearing and transforming into a new form, and the new form inheriting the ancient civilisation.
Team Members: Creative Director: Xuguang Zhu
Designer: Chao yang
Designer: Yiyang Li
Designer: Yilin Wang