HOW MUSEUM

CURATION & CREATIVE DIRECTION

RETAIL STRATEGY

BRAND STRATEGY

VISUAL MERCHANDISING

EVENT MANAGEMENT

PIONEERING MUSEUM CONCEPT

1,600 SQM

RETAIL & EXHIBITION SPACE

The How Museum launched in September 2017. The inaugural exhibition, Julian Rosefeldt's acclaimed film ‘Manifesto’ starring Cate Blanchett was supported by "The New Creative - The Future of Chinese Design. A second successful exhibition, ‘Zaha Hadid: Eternal Flow’ was launched in March as a collaboration with the eponymous London-based architecture and design giant, devised and driven by the Infrastructure team. The space creates an opportunity to exhibit some of the most exciting global talent and to showcase regional artists, designers.

HOW-34.jpg

SERVICES

CURATION

The inaugural launch event combined the Julian Rosefeldt installation "Manifesto" and an Infrastructure curated programme, "The New Creative - The Future of Chinese Design". The installation was devised to showcase the work of avante garde Chinese artist and designers that are crossing the boundaries of traditional art and industrial design.

Building on the success of the inaugural exhibition, the second edition continued the exploration of design, collaborating with the iconic Zaha Hadid on "Eternal Flow". Accompanying the launch of the exhibition was an engaging panel discussion featuring Zaha Hadid Design’s Woody Yao and renowned designer Zhang Zhoujie amongst others, and chaired by Infrastructure Director Ross Urwin.

RELATED PROJECTS

AD China_edited.jpg
AD CHINA
Creative Direction, 
Commercial Interiors
Design Forum_edited.jpg
DESIGN FORUM
Creative Direction,
Marketing & Events
MILUX_edited.jpg
MILUX EVENT
Creative Direction, Marketing & Events, Commercial Interiors, Styling