Introduction

I worked on the exhibition as an exhibit director during the period of working for Primal Screen (primalscreen.com). Before showing the the project, I want to give special thanks to Mr. Doug Grimmett, founder of Primal Screen and president emeritus of AIGA, Atlanta for giving me the opportunity and free space to design and direct the show, and thank Marlowe Hill, Stephen Mank, Chris Silich, Stella Kim, Stephen Villari, and so many others who helped me make the show a success. I truly appreciate all your help.

AIGA SEED Awards 2011 Exhibition is to present the winner of the SEED design competition which was found by AIGA Atlanta in 2005 to recognize and promote design excellence within Southeast region. Winners of the biennial SEED Awards competition represent the best work across all disciplines of communication design from professional and student designers.

The exhibition design involves exhibit space design, exhibit stands and walls design, touch screen content and motion graphic design.

  • Concept

    Concept

    I differentiated the function areas as 5 parts in MODA. Gallery1 was used as reception and information area. Gallery 2 was used as motion graphic winners' work exhibition. Gallery 3 was used to exhibit the print media winners' work that need to show on stands.

    The hallway's wall was used for showing other print media winners' work that need to be hanged on the wall. And the last part is 3 touch screens, I used the touch screens to show all the interactive winners work that allowed the audiences to navigate.

  • Gallery 1

    Gallery 1

    Gallery 1 is connected with the front desk area and has 4 large connected monitors. It was used as reception area and information center.

Gallery 1: Reception Area and Information Center

Gallery 1: Motion Graphic Information Wall

AIGA Seed Awards Exhibition: Motion Graphic Information Wall

  • Gallery 2

    Gallery 2

    Gallery 2 was used as motion graphic winners' work show room. There are 3 projects hung on from the ceiling to project all the motion graphic winners' work on 3 walls. We composed all their work together as one piece. The title design of each section has a consistent style that presents a sophisticated taste.

Gallery 2: Credts Wall

Gallery 2: Credts Wall

  • Gallery 2

    Gallery 2: Motion Graphic Winners' work

    We composed all the their work together as one piece. The title design of each section has a consistent style that presents a sophisticated taste.

Gallery 2: Motion Graphic Winners' work

  • Gallery 3

    Gallery 3

    Gallery 3 was the largest show room in MODA. The left part of the room was exhibited print media winners' work need to show on stands. All the stands were special designed with the concept "modularity". There were total 3 different dimension cubes which can be stacked and arranged anyway needed. The right part of the room majorly was used as an entertaining space.

  • Gallery 3: The Left Side Space

    Gallery 3: The Left Side Space

    The 2 biggest challenges of the project was that we need to present the graphic works by not attaching any tapes or nails on the front surface of the walls.

    It was because there will be another show right after this one-night show and the time and the budget were not allowed us to clean the wall after the show. The other one is that we only have less than 8 hours to set up the show before the show start.

    After some researches, we decided to use 150 sheets of biodegradable foam-board to build 2 exhibit walls as a shield hang on the actual floating walls to present 2-D printed work, dozens of modular cubes can be arranged anyway needed to present physical work (books, packaging work, and the like). By doing this, not only it solved the wall problems but also it gave the show a certain style which was clean, minimal, geometrical and modern. Since the modular cubes were able to be arranged anyway needed, it gave us many free spaces of setting up. I was photo recording the arranged cubes with the actual winner work in advance. And I enveloped the works by groups according the cubes sets with certain numbers. During the setting up day, I grouped the enveloped work, the photo recording and the cubes. The people who worked on setting up set up everything exactly as I had planned very fast.



Bring All the Foam-board Stands to MODA

Gallery 3: The Right Side Space

Gallery 3: The Right Side Space

Gallery 3: The Right Side Space

  • Gallery 3: The Right Side Space

    Gallery 3: The Right Side Space

    Entertaining Space: "Shadow Play"

    Seed Awards exhibition was not just a show but also a fun party for all peoples who came to the show. So I designed a social entertaining piece for people to interact and amuse with each other. The application is to get the person's transparent and ghosting shadow on the wall when he/she was making some movement in front of a hidden camera.

    I used a webcam as a "motion detector" to capture people's movement. I was programming the the interactivity and the video effect in "Processing" a is an open source programming language and integrated development environment (IDE) built for the electronic arts and visual design communities. I improved the entertaining aspect of the work when I presented the work in ArtBash, the biggest art event of School of Art + Art History, College of Fine Art, University of Florida. Feel free to see the "upgraded version"

Gallery 3: The Left Side Space

Gallery 3: The Left Side Space

Gallery 3: close shot of the motion detection entertaining work—"Shadow Play"

  • The Touch Screens

    The Touch Screens

    The touch screens was designed to show all the interactive winners work that allowed the audiences to navigate. I designed the main UI as loop animation with the intention of adding joy.

One of the Touch Screens

Touch Screens: UI

The Touch Screen Design

  • The Hallway

    The Hallway

    The hallway's wall was also built by biodegradable foam-board and aluminous rod. it was for showing other print media winners' work that need to be hang on the wall.

The Hallway

The Hallway

The Hallway

The Hallway

The Hallway

Credits

Exhibit
Exhibit Director: Dan Luo (Dan Dan)
Exhibit Construction:
Marlowe Hill, Blackrabbet

Interactive + Motion Media Titles:
Design: Dan Luo, Primal Screen
Composite: Stella Kim, Stephen Villari
Music and Sound: Stephen Mank
Programming: Chris Silich, Dan Luo (Dan Dan)

Exhibit Volunteers:
Allison Grimmett
Andrew Grimmett
Angela Mitchell
Candice Shahlaie
Carmen Lam
Charlotte Shanewise
David Laufer
Francisca Barros
Hartmut Jordan
James Murell
Jane Grimmett
Jasmine Byers
Jess Gerjets
Joe Rice
Kathleen Turaski
Laura Green




Exhibit Volunteers:
Liz Perris
Loc Lam
Madison Hutchins
Mastanah Khoshro
Phillip Berwick
Spencer Bingham
Stella Kim
Stephen Villari
Sue Youngblood
Xi Li

Special Thank to
Museum of Design Atlanta

Book
Printing: Standard Press
Photography: Josh Meister Photo
Photography Production Support: Studio Burns
Design: Linda Doherty, Citizen Studio
Design Support: Toni Hung, Praxium Press

Website
Tad Arapoglou and team LBi Atlanta




Competition
Call-for Entry and Judging Management:
Sherra M. Bell
Creative Know-Who Entry Management Support
Beverley Thomson Tetrick, Elizabeth Peterson
Aeslya Fuqua, Chris Aquino and team Monumental
Doug Grimmett and team Primal Screen
Stephanie True-Moss, True Moss Communications
Call-for-Enty Promotional assistance:
David Laufer, BrandExpertise
Andy Shulman, Susan Shumake
and team Standard Press
Rebecca Pilgrim, Mohawk Paper
AIGA Chapter Board Members
throughout the Southeast
Day-o-Judging assistance:
Elizabeth Boyle-Kotz, SEED'05 Exec Producer
Zia Khan, SEED' 07 Exec Producer
Abby Woosley, Willoughby Design Group
Matt Janke, Janke Studios
Volunteers:
Emiy Hester
Thomas Kernan
Loc Lam
Rachel Spence