JW Elijah

Understanding Femininity
through History & Craft

#UnderstandEverything is the new brand platform for the Asian Civilisation Museums which we conceptualised in 2019.

Everything the museum puts forth thereafter helps the audience to make sense of subjects and topics around them. This campaign for the Guo Pei exhibition aligns with the new brand platform.

“The weight of the dress and the height of the heels represent responsibility. I believe the more responsibility a woman takes on in her life, the greater she becomes.”
— Guo Pei, Couturier

For their blockbuster exhibition in 2019, the ACM showcased exquisite works by couturier Guo Pei. Titled Guo Pei: Chinese Art and Couture in which each work is juxtaposed with a national artefact from ACM's collection.

In aligning with our new brand platform, we help the audience understand femininity through Guo Pei's works that were inspired by traditional chinese culture and heritage.

We help audience understand Guo Pei's thought process and ideation through a series social videos. This is an interview with Guo Pei.

Limited edition tote bags with the designs of the national artefact featured were also made to commemorate this special exhibition. These were given out to those who visit the exhibition.

And finally a glimpse into the making of the Guo Pei: Chinese Art and Couture exhibition

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