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02 — 2020

清明上河圖特展｜故宮南院展覽視覺設計National Palace Museum — Up the River During Qingming

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Year / 年份
2020
Category / 類別
Visual Identity · Exhibition Design
故宮南院建築旁牆面張貼《清明上河圖特展》主視覺海報，霧橘底色與舟船剪影。/ The Up the River During Qingming key visual poster mounted on a wall beside the NPM Southern Branch building.
Summary / 專案摘要

本案為國立故宮博物院南部院區《清明上河圖特展》之展覽視覺設計，設計目標為重新轉譯長卷畫作中的節奏與意象，透過現代構成語言、當代表面處理與場域特徵，建立一套具文化深度與空間連結的展覽識別系統。

This visual identity was created for the exhibition Up the River During Qingming at the Southern Branch of the National Palace Museum. The design reinterprets the scroll’s structure and rhythm through contemporary composition, forming a visual dialogue between tradition, space, and modern design.

Role / 角色
  • 視覺設計Visual Designer
  • 主視覺設計Key Visual Development
  • 展場視覺延伸Exhibition Applications
Scope / 範疇
  • 主視覺 / 海報Key Visual / Poster
  • 入口牆面 / 展場識別Entrance Wall / Wayfinding
  • 摺頁 / 社群素材Brochure / Social Assets
Goals / 設計目標
  • 01卷軸節奏Scroll Rhythm
  • 02負空間即水Negative Space as Water
  • 03回應場域Site-Responsive Design
《清明上河圖特展》直式主視覺海報平面稿，霧橘底色、舟船與屋宇剪影。/ Flat artwork of the vertical key visual poster: muted orange ground with boat and pavilion silhouettes.
Fig.01主視覺海報：霧橘基調、垂直動線與負空間的水。Key visual poster: a muted orange palette, a vertical flow and negative space as water.
《清明上河圖特展》橫式主視覺，舟船、松樹與屋宇沿長卷般橫向展開。/ Horizontal key visual with boats, pine and pavilions unfolding like a handscroll.
Fig.02橫式主視覺沿長卷方向展開，延伸至大型輸出與牆面。The horizontal key visual unfolds like the handscroll, extending to large-format prints and walls.
《清明上河圖特展》直式主視覺海報，舟船、人物與屋宇剪影沿垂直動線排列。/ Vertical key visual poster with boats, figures and pavilions arranged along a vertical flow.
Fig.03垂直構圖呼應卷軸展開的閱讀方式，負空間作為水的流動。The vertical composition echoes the unrolling scroll; negative space reads as flowing water.
弧形入口牆面上的展覽標題與畫中人物、駱駝隊剪影。/ Exhibition title on the curved entrance wall with figures and a camel caravan from the painting.
Fig.04入口牆面沿弧形展開，畫中人物成為引導觀眾入場的隊伍。Along the curved entrance wall, figures from the scroll become a procession leading visitors in.
展場入口全景，弧形牆面與主視覺標題牆。/ Wide view of the entrance with the curved wall and title graphic.
Fig.05弧形與間距取自故宮南院建築的轉折語彙。Curves and spacing borrow from the Southern Branch’s architectural turns.
展場內放大輸出的清明上河圖弧形長牆與說明牆。/ An enlarged reproduction of the scroll on a curved wall beside the introduction panel.
Fig.06長卷放大為弧牆，讓觀眾走進畫中。The scroll, enlarged onto a curved wall, lets visitors walk into the painting.
弧形畫牆上的虹橋段落與熙攘人群細節。/ The Rainbow Bridge section of the scroll on the curved wall, crowded with figures.
Fig.07以虹橋段落為視覺高點，展開城市的節奏。The Rainbow Bridge section anchors the city’s rhythm.
展間說明牆與文物展櫃。/ Gallery panels and display cases.
Fig.08說明牆延續主視覺的留白與字距。Wall text carries the key visual’s white space and spacing.
觀眾俯看長卷展櫃，旁為仇英《清明上河圖》說明牌。/ A visitor leaning over the scroll showcase beside the label for Qiu Ying’s version.
Fig.09展櫃與說明牌以同一套版式系統編排。Showcases and labels share one typographic system.
觀眾剪影站在清明上河圖弧形投影牆前。/ A visitor in silhouette before a curved projection of the scroll.
Fig.10數位投影讓長卷在空間中流動。Digital projection lets the scroll flow through the space.
手放在互動桌面上，光圈放大畫中細節。/ A hand on an interactive table, a circle of light magnifying details of the painting.
Fig.11互動桌面讓觀眾自行放大畫中細節。An interactive table lets visitors magnify the painting’s details.
重現畫中街景的牌樓、馬匹與傘桌場景。/ A recreated street scene from the painting with an archway, horse and parasol table.
Fig.12畫中街景轉為可走入的實體場景。A street scene from the painting becomes a space to step into.
展台上陳列的《清明上河圖特展》摺頁。/ Exhibition brochures displayed on a round stand.
Fig.13摺頁延續主視覺的剪影與留白。Brochures continue the silhouettes and white space of the key visual.
展場配置 3D 模型的四個視角。/ Four views of the exhibition layout 3D model.
Fig.14展場配置模型，規劃弧牆與觀展動線。Layout model planning the curved walls and visitor route.
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