Specs
Client
Scope
Creative Direction
Design Execution
Date
Scope
Creative Direction
Design Execution
Date
The Arts House SG
Campaign, Publication, Identity Design
Xueli Chow
Xueli Chow
August 2021
Campaign, Publication, Identity Design
Xueli Chow
Xueli Chow
August 2021
SIFA 2022
“The Anatomy of a Ritual”
In the 44th Year running of Singapore’s pinnacle art festival, the creative brief titled “The Anatomy of A Ritual”, is an invitation to consider the very conditions imbued in the anatomy, or structural inner-workings, of each performance to communicate potent narratives in the universal language of art.
The principal design driven by the concept of “The Anatomy of A Ritual” is conveyed in the imagery of cells and their peculiar functions. This study is one which captures the essence of “anatomy”, as these cells construct the primary sustenance of every living being, that is, the inner framework of the body; hence, recruiting the glamor of “beauty within”.
The principal design driven by the concept of “The Anatomy of A Ritual” is conveyed in the imagery of cells and their peculiar functions. This study is one which captures the essence of “anatomy”, as these cells construct the primary sustenance of every living being, that is, the inner framework of the body; hence, recruiting the glamor of “beauty within”.
The science behind cells should also be considered; they do not exist as mere particles like dust or water, but carry significant, co-dependent functions which shape the overall grounds and performance of the human body. In many forms, these cellular structures and their distinctive behaviours manifest integral harmony, where each pillar s designed with specific intentions/abilities to muster a coherent system. In this (abstract) examination, we also learn that there is indeed art embedded in the core of this function. Mapping cells that are individually unique yet holistic when combined, breathe life into the vessel of a body. Where science meets art, it is pleasurable to witness the growth of change that conveys beauty within the inventive nature of these cellular organisms.
The universe and everything within are built on relationships between the various elements in their complex frameworks — similar to the design concept of cellular imagery which drives the creative language of “The Anatomy of A Ritual”, unveiling the story of transformation through each cell’s part to play in the overall grandeur.
The universe and everything within are built on relationships between the various elements in their complex frameworks — similar to the design concept of cellular imagery which drives the creative language of “The Anatomy of A Ritual”, unveiling the story of transformation through each cell’s part to play in the overall grandeur.
