Bags: inside out
2022 - 2023
Client: Victoria & Albert Museum, Swire
Collaborators: Orient Occident Atelier (OOA)
Location: Hong Kong / Beijing / Shanghai / guangzhou / chengdu
Working in collaboration with the Victoria and Albert museum in London and Swire properties, we developed the visual identity and architectural design for Bags: Inside Out across all Mainland China and Hong Kong venues. The project translated the original UK exhibition for a new audience, retaining its core design language while re-imagining key visual elements to create a cohesive identity across every location.
Proposed Designs
Working closely with the V&A curator, we adapted the original London Bags: Inside Out exhibition to the new venue, refining the interior layout while maintaining the exhibition’s content and identity.
To enhance visibility and engagement, we developed rooftop graphics inspired by handbag stitching, echoing the curved brass mesh facade. Through multiple iterations with the V&A and Swire teams, we refined the graphic scale, placement, and colour palette to create a cohesive architectural identity. We also designed dedicated photo opportunities in front of the pavilions, encouraging audience interaction and extending the exhibition experience into social media.
Pavilion B Design Development
Alongside the main pavilion, smaller structures were developed throughout the exhibition to guide visitors and create pockets of discovery and interaction. Each pavilion followed the wider architectural language, using layered brass mesh, curved forms, and bespoke detailing to create a cohesive visual identity across the venue.
To encourage visitor engagement, neon quotes from renowned designers were integrated as photo opportunities. Through iterative development with the wider team, we refined the design and detailing to ensure each pavilion contributed to a seamless exhibition experience.