Exhibits, identity and merchandise design for an exhibition in Zurich that celebrates the unique calligraphies of Hong Kong.
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Meow Kong is an Asian grocery store in Switzerland that celebrates the culture and identity of Hong Kong. Their concept store in Zurich is designed to engage the local community and attract customers through events and exhibitions, which make up 80% of the store’s floor space.
Their inaugural exhibition, titled “Connecting Strokes,” focuses on the distinctive Shu-fat (calligraphy) of Hong Kong. The exhibition aims to demystify the way of writing for audiences from different cultural backgrounds, encouraging appreciation and participation without feeling intimidated or prerequisite knowledge. Showcasing the role of Shu-fat in contemporary society, both as an art form and in practical applications.
Identity
For those unfamiliar with the logographic nature of the Chinese language, the characters can appear as complex, abstract shapes. However, this identity leverages this uniqueness to create a contemporary visual system that breaks away from traditional stereotypes.
Following the “8 methods and 20 compendia” principle (八法廿目), Chinese characters are deconstructed into elemental brush strokes coloured in cyan and orange. These individual strokes can function on their own, or form stroke combinations of varying shapes and sizes.
The strokes serve as reference Shu-fat characters, they can be used as individual graphic elements that, or be arranged to a pattern with the Chinese event name “壹墨相傳” mixed in. The pattern can be easily applied to any size and medium, along with a stamp-like logo that can be paired with the pattern over a grid.
Exhibits
The exhibits have been thoughtfully designed to provide visitors with an enjoyable and informative experience. The layout has been planned to guide visitors through a logical traffic flow, with each section providing easily understandable information about different aspects of Shu-fat, including the language, script styles, stroke types, writing tools, and aesthetics. In addition to informative displays, the exhibit features games and activities to engage visitors and enhance their learning experience.
To ensure that the exhibit is accessible to both English and German-speaking audiences, Shu-fat terminologies are translated to comparable Western calligraphy or typography concepts when possible. In instances where it is untranslatable due to multivalence of original terms or semantic gaps, words are carefully conceived after extensive research, to ensure that the intended meaning is accurately conveyed.
Collaborating with the Swiss staff of Meow Kong, the exhibit has been curated and translated with the large Deutsch-speaking population of Switzerland in mind. This ensures that the exhibit is intuitive to both English and German-speaking audiences. The exhibit also features the works and stories of notable calligraphers such as North Wei Stele, Emperor of Kowloon, and Minibus Signs. These stories provide an opportunity for visitors to appreciate the significance of Hong Kong’s Shu-fat.
Merchandise
To enhance the exhibition experience and allow visitors to continue to celebrate Shu-fat beyond the event, a collection of unique and relatable merchandise is curated. A full selection of writing tools, including brushes, inksticks, and Shuen paper is available, allowing visitors to continue writing at home, in addition to a range of lifestyle merchandise designed to resonate with the local population and celebrate Shu-fat.
Leveraging the flexibility of in-store printing, a range of garments and tote bag designs featuring Nationality Dictionary, Swiss Made, and Emperor of Kowloon are unique and eye-catching. For more affordable options, there is a range of custom-made Minibus Sign keychains featuring popular Swiss destinations, in supplement to postcards of Swiss topography maps with mountains and lakes depicted in Shu-fat writings, Chinese-Latin numerals, writings of Emperor of Kowloon, and the event identity.
