Henderson LUMINA GUANGZHOU- Ribbon LED Project designed by NOMURA Co.,Ltd (Japan)
The Henderson Land Group has launched LUMINA, a brand promoting a new urban lifestyle, and the first project, Henderson LUMINA GUANGZHOU, opened on December 28, 20022.
NOMURA was responsible for video planning and production, with the aim of creating a space where customers can "enjoy the brand experience while being entertained." This included creating a symbolic space using ribbon-shaped LEDs in the atrium that spans the shopping center's five main levels, as well as an LED tower space featuring star-shaped logos on the rooftop that extends outdoors. The 130-meter-long double-sided ribbon-like LEDs wrap around the atrium space, allowing customers to experience the brand by simply moving up and down the escalators. Additionally, on the rooftop, 15 LED towers with star-shaped logos were installed in a manner reminiscent of the Milky Way, where Vega and Altair meet, with video and interactive effects carried out at each location.
By providing visitors with a fun brand experience on a daily basis, the aim is for the facility to become indispensable for both customers and the local community, allowing all to move forward together toward the future.
Social Issues/Customer Issues/Requests
We were asked to provide design direction to create a cohesive visual identity and spatial experience for "Henderson LUMINA GUANGZHOU," the inaugural project of the Henderson Land Group's new brand, LUMINA. The project involved planning and producing the visual space displays to enhance the brand experience in various locations throughout the facility. These included a symbolic presentation in the shopping center atrium, outdoor rooftop displays, a chapel, an event plaza, and brand motion logos. In particular, the symbolic presentation consisting of a ribbon-shaped LED display 130 meters in length with double-sided LEDs had to create a unique spatial brand experience unlike any other in the world. The project was also required to generate buzz and deliver a captivating, high-quality visual space experience.
Solution
"Henderson LUMINA GUANGZHOU" is the first project of the new brand; accordingly, the development at this facility will significantly shape the brand image going forward. Therefore, based on the brand concept, the Henderson Land Group and our project team worked on the visual development and spatial experience story as follows: "Lumina was born from sparkling particles of light. As LUMINA descends upon a new land, radiant stars naturally gather around it. Thus, a beautiful space of light is created, as if surrounding the Milky Way. The light emitted by LUMINA gently illuminates the lives of people and communities, creating lots of smiles and excitement..." Additionally, other work included creating a program that automatically switches lighting productions depending on factors such as the seasons and whether it is day or night, and creating a system that allows content to be renewed for events and updates. We also handled technical adjustments and direction to ensure the efficient production and staging of videos of various sizes and resolutions.
