Yue + Culture & Arts Center
樾+文化艺术中心

ART DIRECTION : Hu Zhenchao
DESIGNER : Hu Zhenchao / Liu Caichen / Ni Simiao
CLIENT : 越秀地产
YEAR : 2024 Branding

“YUE+ space” is the first community-based cultural and art public space incubated by Yuexiu Property. Its business formats include exhibition spaces, cafes, bookstores, art stores, etc.; it is linked to local exhibitions, salons and other content community groups to build a humanistic urban public space.
"樾"refers to the shade of a tree, and the life scene of "enjoying the shade under the tree" is the most representative traditional public space picture.
Based on the above concepts ,It is an imaginative treatment of the shade tree under the light. The “branch” is the smallest unit of the shade, and it is visualized as the letter “Y”. And the words in the shade are like spots of light.At the same time, through the rotation of the "Y" strokes, the growth of space and the flow of time are deduced. From "light and shadow" to "time", life is endless and the cycle goes back and forth.

“樾+文化艺术中心”是越秀地产孵化的首个立足于社群的文化艺术公共空间，业态包括展览空间、咖啡馆、书局、艺术商店等；通过根植于在地的展览、沙龙等内容链接社区人群，构建具有人文主义的城市公共空间。
“樾”即树荫，“树下乘凉”的生活场景是最具代表性的传统公共空间画面。
基于以上概念，我们将阳光下树木的遮荫进行意象处理： “树枝”是树荫的最小单位，形识字母“Y”，树荫处的白色字宛如光斑。同时通过 “Y” 的笔画转动，演绎空间的生长和时间的流动。从“光影”到“光阴”，生生不息，循环往复。

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