This is an exhibition hall that combines traditional oriental aesthetics with modern Chinese fashion, highlighting the cultural heritage of Oceano as a leading brand in the industry.
The crux of the problem is that this trendy pavilion, with almost no visible bricks, has become a new internet celebrity check-in point for this year’s Guangzhou Design Week and successfully made it out of the circle.
The annual Guangzhou Design Week came to a successful conclusion today.
This exhibition attracted more than 60 ceramic/slate "contestants" to participate. The Eight Immortals crossed the sea and showed their magical powers. Each "contestant" tried his best.
Among the "works" exhibited in this exhibition, there is a beautiful "national trend" that should not be missed, and that is the Oceano "Zijue·Ya Space" concept pavilion.
Therefore, the "Exploring the Frontline" column jointly created by Tencent Home | Shell and Intelligent Manufacturing Alliance leads ceramic information, China Ceramics Network, Huaxia Ceramics Network, Ceramic World, Chinese More than 10 mainstream media including Designer Network, Ceramic World, Building Materials World, Ceramic Network, China Ceramic Home Network, China Building Materials Network, etc. visited the Oceano booth to explore the cultural heritage of Oceano!
01 Inheritance and new life, cultural consciousness
The national trend, a well-deserved trend of the times, is now sweeping across all walks of life.
The logic behind it is not difficult to understand. Generation Z consumers born in 1995 and 2000 are becoming the mainstay of the consumer market. Among these groups, the sense of cultural identity and national self-confidence has reached unprecedented heights. The resulting changes in consumer attitudes have also profoundly affected companies on the production side.
Most of the domestic brands that have become popular in recent years combine the concepts of "tradition" and "national trend" and follow the traditional oriental aesthetics in product tonality, product naming and scene design to cater to consumers' preference for "oriental complex".
Nowadays, with the rise of national trends, Oceano is also trying to continue the "spiritual core" of traditional culture in its products.
At this Guangzhou Design Week, Oceano ceramic tiles are inspired by "mortise and tenon"With the theme of "Character Jue", the concept pavilion of "Character Jue·Elegant Space" was created to play with the national trend of combining ceramic tiles with the wisdom of traditional Chinese culture.
With so many elements of traditional Chinese culture, why should we choose Chinese characters and mortise and tenon (sǔn mǎo) as inspiration and theme to build a concept pavilion?
Mr. Jin Feng, a famous engineer, senior interior architect and chief designer of Oceano’s “Zijue·Ya Space” concept pavilion, shared the design concept of Oceano’s exhibition hall.
Jin Feng, a famous engineer and senior interior architect
The inheritance and rebirth of culture is one of the important topics in contemporary society. Teacher Jin Feng said that Chinese characters, stroke by stroke, convey the cultural heritage of thousands of years and are the root of Chinese culture.
The two characters "Zijue" at the entrance of the booth were specially created for Ou Shennuo by Mr. Pu Lieping, director of Peking University Peiwen Chinese Character Art Research Center and Chinese character artist.
Mortise and tenon, the origin of Chinese architecture, is the main structural method of ancient Chinese buildings, furniture and other equipment. One concave and one convex, the nodes between the various structures are matched with mortise and tenon joints. Under the condition of "without any nails and glue", the building can be integrated into a complete whole.
The China Pavilion at the well-known Shanghai World Expo also used the design inspiration of mortise and tenon structure. The entire venue is the epitome of China's largest mortise and tenon architectural structure culture.
Integrating Chinese character art and mortise and tenon culture, Oceano uses great cultural consciousness to spread the artistic value of Chinese characters, pay tribute to the immortal wisdom in traditional Chinese crafts and culture, and interpret the elegant oriental aesthetic space art of life.
Following the context of Chinese culture and art, Oceano takes "character awareness" as its core concept to pay tribute to the long-standing, extensive and profound Chinese culture. "Zijue" means cultural consciousness, and is also guided by the art of Chinese characters to start a spiritual journey of understanding China's excellent traditional culture.
02 Use wood as a carrier, cultural confidence
As a famous buildingDesigner Jin Feng said that the development directions of Chinese and Western architecture are very different. Chinese architectural forms spread out in all directions. The highest form of Chinese architecture is the courtyard. For example, the Forbidden City is a super large courtyard; while in the West, it goes upward infinitely. Close to God.
In addition, Chinese and Western cultures are also very different. Western buildings are mainly masonry structures, while Chinese buildings are mainly wooden structures. The Chinese hope that our houses will have a cycle like human life, so The Chinese choose to use wood as the main material to build houses, such as the famous Yingxian wooden pagoda and Foguang Temple.
However, Mr. Jin commented that Chinese architecture is now completely imitating the West, with countless cubicles made of reinforced concrete, and is "lifeless".
“Compared with Western reinforced concrete, wood can be recycled, is green and environmentally friendly, and has low noise. They have many irreplaceable inherent advantages.”
Teacher Jin believes that in the context of the new era, ceramic art has gained new vitality. We must achieve cultural consciousness and cultural self-confidence. The era of purely imitating the West has passed. Now we need to calm down on the basis of learning from the West. Improve your own products.
So, this time the design of the Oceano Pavilion uses a mortise and tenon structure component, which is enlarged to form an art installation. I also made a "tree", which is not a concrete tree, but a tree shape, which makes people feel more like a courtyard.
03 Decommodification of space and interpretation of elegant and luxurious modern Chinese style
In fact, Oceano’s “Zijue·Ya Space” concept pavilion presents a de-commercialized design. The products here are presented in a spatial form rather than in the form of commodities.
In view of this, the concept pavilion’s presentation of ceramic tile products is also novel. There is no large piece of paving to show the style of the product, but it is cut into a very delicate native sample.
So after visiting the entire booth, we could not see a complete brick. We only saw a row of small round bricks neatly placed on the long and slender corridor. To our surprise, the audience I am very willing to take out my mobile phone to scan and view detailed product stories and related introductions under the guidance of the staff.
JinfengThe teacher said that this trendy product display method draws on the display method of noble watches, which can better express the artistic temperament of the product itself.
This de-commercialized display format is a great test of the designer’s ability to create an overall spatial artistic conception. This bold display method was pioneered by Oceano in the industry.
We can see that the overall appearance of the Oceano "Zijue·Ya Space" concept pavilion has the beauty of modern Chinese geometric art. It is bright white and matched with the national trendy color of Oceano Ru color, smoky pink and blue. The white color is elegant, modern, fashionable and full of high-end, highlighting the luxurious and noble brand spirit of OSENNOYA.
Oshennuo integrates Chinese characters and mortise and tenon art to interpret the third Chinese space paradigm besides classical Chinese style and new Chinese style, and interpret the elegant, refined and fashionable modern Chinese space artistic conception.
In terms of creating the entire space, Jinfeng specifically pointed out that the concept pavilion is committed to creating an overall structural shape with an inside and an outside, a square and a circle, so the ground is in a round shape, with a suspended ceiling on the upper part and a suspended ceiling on the other part. is empty.
The layout is also symmetrical with yin and yang. On one side is the hand verandah and on the other side is under the eaves. The indoor and outdoor blend together. You can see the trees and the sky when you look up. Everyone is sitting together in a courtyard. You can sip tea, admire the moon, listen to the piano, and feel the artistic atmosphere from multiple dimensions such as taste, touch, smell, vision, and hearing under the influence of exquisite floral arrangements and fresh aroma.
At the Oceano booth, the atmosphere and heritage of traditional Chinese culture were fully demonstrated.
04 cultural export, profound heritage demonstrates the brand responsibility of a major country
“Not every company can carefully explore elements from traditional culture and apply them to product design and space design.” Mr. Jin, as the Party B who serves the Oceano design project, commented that for Oceano Nuo's persistent pursuit of traditional culture is a good thing in itself.
From the national fashion and elegance in the design week concept pavilion, it is not difficult to see that behind the Oceano brand, there is always a strong sense of responsibility that has the courage to shoulder the responsibility of carrying forward traditional culture.
As a big brand that bears great responsibilities, Oceano also firmly adheres to the new propositions of the times and integrates traditional traditions into the brand.The foundation of traditional culture allows the brand to rely on traditional culture and achieve qualitative sublimation.
Of course, the ultimate goal of Oceano is to pass on more spiritual elements of Chinese Eastern culture to more people. Therefore, every exhibition appearance and product brand output at Oceano makes us feel its The brand has profound cultural heritage and the responsibility of a big name.
At the end, the editor says without exaggeration that Oceano has played an important role in inheriting and developing traditional culture in the industry and is a leader among practitioners of Chinese traditional culture.
