Exhibition "95 Years — The Party Flag Lights the Way"
Client | Ban Tuyên giáo Trung ương, Báo Nhân Dân
Agency | Zeit Media, VCCorp, Adsponsor
Design | Look Concept
Production | Sun Bright, Zeit Media, Havis
Concept & Inspiration
The project's through-line was "history seen through space." From the initial brief, the three zones were framed as a sequence of information walls walking visitors through the key historical periods tied to each Party Congress. Look's design approach centred on a single question: how do you make history feel accessible, readable, and emotionally resonant for a broad public, especially younger audiences? Rather than emphasizing scale or grandeur, the design prioritized a clear timeline-based layout, condensed and refined graphics and imagery, and a spatial rhythm that guides visitors through each historical phase in a coherent sequence. Each zone functions as a "chapter" in the 95-year journey, where history doesn't lecture but opens, giving visitors space to observe, read, and reflect at their own pace.
Moodboard
The moodboard was not built around spectacle. It was built around rhythm, depth, and emotional guidance. History in this project is not something to stand back and admire; it's something felt through movement, light, and space, consistent with the spirit of "lighting the way" across 95 years. The formal vocabulary in the moodboard leans toward curves, circles, and extended linear structures: a deliberate design choice to evoke the continuous flow of history, connect rather than separate periods, and guide visitor movement at a steady, measured pace. Corridors, display walls, and information modules are shaped as layered memory, each layer a period, a milestone.
Sketch
Zone 4 covers the Party's founding period and early directions. The design uses a linear layout emphasizing foundation and orientation, with information panels arranged along a clear timeline axis. Restrained forms and measured lighting help visitors focus on content, creating a tone that is dignified without feeling remote. Zone 5 marks the Party Congresses and major milestones in the country's development. The space is organized as an event sequence, with each display cluster representing a period of national transformation. The design introduces more rhythm, helping visitors feel the continuous motion of history rather than a series of disconnected dates. Zone 6 closes the journey with the spirit of continuation and development. The space opens up, the layout breathes, reflecting the message of inheritance, renewal, and forward direction. This zone functions as a moment of stillness, where visitors can look back across the full journey before leaving the exhibition.
3D Design
In the 3D phase, walls, display volumes, and corridors were shaped with deliberate thickness, depth, and repetition, evoking the feeling of walking through layers of accumulated memory. Forms are large and clear but detail-light, keeping the historical content at the center rather than competing with decorative form. Curves and circles run throughout the design, functioning as both symbol and spatial connector, suggesting an unbroken journey. Light plays the role of narrator, with shifts in brightness guiding movement, marking emotional beats, and drawing visitors deeper into the display content. The 3D design became the foundation for integrating imagery, artifacts, and projection layers into a single immersive experience, where history is felt through space, not just read from walls.
Real Photos
From drawing to built space, the exhibition was realized at scale with clear structure and tightly controlled spatial rhythm. Layered forms, light, and material worked together to create a display environment that was both dignified and genuinely experiential. The visitor's path of movement became part of the story, each step forward opening another cross-section of history. Light, color, and spatial rhythm were tuned to guide the emotional arc from stillness and reflection to intensity, making history something felt as much as seen.
