Background
Artiant Hub is the first privately-owned Cantonese art center in Hong Kong, strategically located near the Lai Chi Kok MTR station for convenient access. It aims to provide high-quality services with a touch of modern sophistication, catering to a diverse community of Cantonese art enthusiasts. The facility is designed to host a variety of activities such as social gatherings, learning sessions, singing practices, Cantonese music rehearsals, Cantonese opera performances, meetings, and more. With a capacity to accommodate around one hundred people, it serves as a versatile venue for performances, lectures, and events. Its vision is to nurture the prosperity of Cantonese art and culture in Hong Kong, enabling the younger generation to embrace and continue the rich heritage of Chinese culture, particularly embodying the true, good, and beautiful aspects of Cantonese opera as recognized in UNESCO’s intangible cultural heritage.
Design Concept
The branding inspiration for Artiant Hub stems from traditional oriental art, particularly Chinese ink wash painting techniques such as “留白” (liú bái), or the concept of “the beauty of emptiness”. In Eastern traditions, we often only focus on what we consider to be “existing” entities, but true completeness comes from understanding, hearing, and feeling the “non-existent”. “Fullness” needs “emptiness” as a backdrop; this principle applies to design, creativity, and life. By removing unnecessary elements, you can uncover the true essence of things. Expanding upon the concept of “留白”, Artiant Hub symbolizes the acceptance of more diverse exchanges, allowing more people to connect with Chinese culture.
The logo of Artiant Hub creatively merges the character “藝” (art) with elements inspired by the graceful movements of Chinese opera performances. This fusion of Eastern artistic traditions with modern design reflects Artiant Hub’s commitment to bridging cultural gaps and promoting artistic exchange.
Furthermore, the branding concept integrates the promotion of Cantonese opera and the utilization of Cantonese art to showcase Chinese culture. By incorporating the “water sleeve” performance technique in the design, a sense of space is created, symbolizing the balance and harmony found in the philosophy of yin and yang, as well as the interaction between movement and stillness. This design approach allows for the harmonious integration of various creative elements within the space, embodying a harmonious blend of different artistic expressions.
What we did:
Brand Positioning, Brand Story, logo Design, Illustration, Visual Idenlity, Namecard Design, Package Design
Results:
Asian Design Prize 2024 – The Artiant Hub branding design project was praised for its seamless integration of traditional Eastern aesthetics with modern design principles, and was also recognized for its innovative use of “留白” to convey meaning through the unsaid, showcasing a profound respect for oriental art traditions.
Artiant Hub launched in 2022 and has since seen many artists, educators, and Chinese culture enthusiasts hone their skills in its practice rooms, perform onstage, and engage in knowledge exchanges, all while forging friendships through a variety of events.
The branding was applied across all facets of Artiant Hub’s operations. This can be seen in the interior design, website, social media, marketing collaterals, souvenirs, and more.
The branding successfully appeals to a diverse audience, spanning varying ages and levels of familiarity with Chinese culture and Cantonese opera. This is achieved through an approachable and modern touch, while still embodying the traditional beauty and spirit of Chinese culture and heritage that seasoned enthusiasts cherish and take pride in.