Considering that we’ve seen the video, unnecessary details will not be given here. But we would review some thoughts on the whole event from the perspective of planning.
According to geographic distribution line in Shenzhen, The Native Land for Life is located at mid-level of Xiangmihu with the altitude difference from 70m to 115m, with its back against Tanglang Mountain which covers an area of 35 square kilometers. The Native Land for Life is one of debut series works of Vanke Elegant Mansions. “Leisureliness” is the attitude of The Native Land for Life toward nature, city and mankind. Holographic design concept is used to draw the distance close between man and nature to present a possibility of beautiful urban lifestyle.
The photo taken by National Geographic photographer at project site
The common real estate advertisements in the market are mostly one-dimensional self-promotion merely sticking to facts, while KAI prefers the non-stereotyped attempts.
Over the past thirty-six years’ development, Shenzhen has been praised as City of Innovation. This city is consistently rejuvenated by means of discovering perspectives. As an urban operator jointly developing with urban city, Vanke uses The Native Land for Life not only to awaken the change brought to minority of residents, but also use ecology to provoke people’s pursuit for life quality. In a broad sense, the thing that behind it is the insight on balance of city, ecology and life.As a youthful immigrant city, Shenzhen has too many to-be-found ecological beauties and stories.
How to tell the beauty of leisureliness in Shenzhen is the key for us to solve relevant problems. We pinpoint at the consistent inheritance of National Geographic Magazine on exploring and discovering all unknown things in the world. Based on the agreement of ideas, we will bound to draw more extensive attention to transmit value by means of such a time-honored culture IP.
Which method should be adopted to present the cooperation with National Geographic?
The exhibition is a way to systematically understand the message through sensory and knowledge links. We want to use an exhibition to express the leisureliness proposition, convey the life attitude of the Native Land for Life to the public.
Facing such a large-scale exhibition imbued with original contents, KAI start to play the role of curatorial team to contact National Geographic to confirm IP authorization and invite National Geographic photographer to come to Shenzhen to take photos. In aspect of concrete shooting contents, it invited Shenzhen well-known Nan Zhaoxu (a recorder of nature) to become our curation consultant, invited design team of Display Space in Shanghai, exhibition production and execution team of OCAT. Especially, the involvement of Guan Shanyue Art Museum from the perspective of academic support facilitated the whole exhibition to be transformed from a conception to practical action.
In the opinion of National Geographic, the earth is not only a space accommodates all of us, but also a home which comes into being in universe. Thus, we wish that visitors could understand an idea related to home. We use life artistic conception of “lei sureness” to come up with the proposal of “Life Right Here”, plan two themes of “Earth Homestead” and “Urban Homestead” and manifest interlaced urban development between nature and mankind.
“Earth Homestead” — 36 Inaccessible & Distant Places Throughout Life. Classic photography works of National Geographic which take humanistic ecology as theme are elaborately selected to pay tribute to the land which has existed for hundreds of millions of years, rationally lead co-fusion between mankind and ecology by means of national park.
“Urban Homestead” — 36 Familiar & To-be-discovered Shenzhen
National Geographic Magazine photographer Yang Chang was invited to lead team to specially taken photos of Shenzhen to capture un-appreciated “Top series of Shenzhen” and discover the neglected urban beauty in daily life. In addition, Nan Zhaoxu (a recorder of nature) narrated little-known stories behind each photo.
National Geographic Magazine photographer Yang Chang waited for a long time at the Peak of Wutong Mountain
There existed numerous heart-touching movements at the scene. The grandson asked his grandpa that, “what’s the area of the largest park in Shenzhen?” A young man told his girlfriend that they would be bound to travel around 911 parks. A girl who had travelled to 30 countries lingered at exhibition scene for over two hours and told us that she had been to many places, while Shenzhen was the most attractive one.”
Through the planning of transmission matrix, we form topic coverage of public opinions along with various we media. We invariably pay more attention to each visitor’s aspirations and all Kaiers' echoing sentiments in each transmission planning.
National Geographic photographer and co-curator Wang Xinni were collating exhibition labels,At four o’clock a.m., space designer and National Geographic photographer were meeting with visitors in their dreams.
Two KAIers were absorbed in meditation till late at night (left);
Core teams (right): Nan Zhaoxu, National Geographic photographer Yang Chang, Wang Xinni, Vanke Wang Jing, KAIers (From left to right)
Materials at exhibition scene are derivatives arduously prepared by us, including exhibition folder, commemorative T-shirt, commemorative canvas bag and poll card. Visitors who participate in appraising favorite photography work will have the opportunity to win the prize Leica Camera.
On September 15, 2016, the exhibition was launched at OCT Harbour. With over 30,000 visitors during three days at the Mid-autumn Festival, it became a hot event in Shenzhen. It has 84 relevant articles at WeChat Platform, 2,340 webpage reports, over 100,000 property-category views and over 100,000 urban-category views. Moreover, it has over 110 photography-category interaction records within two hours.
In addition to attracting close online and offline attention, this exhibition facilitates people to know another side of Shenzhen. It doesn’t manifest Shenzhen to be a youthful special economic zone this time. It manifests the charm of this land endowed by the nature over the past hundreds of millions of years. It is exactly the origin on discussing Life Right here so as to facilitate Vanke Project The Native Land for Life to enter public vision in the form of humanistic sentiments at the preliminary launch.
