Visual & Spatial Designer of Narrative Environments

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1 Visual & Spatial Designer of Narrative Environments I am a visual and spatial designer recently graduated from MA Narrative Environments - Central St Martins. I am skilled in graphic design and spatial concept design with a strong interest in delivering stories in space. I have gained experience through working in exhibition design, freelance graphic design and running my own events agency in Shanghai for more than five years (KTGA). I offer an integral approach to the design of spaces through storytelling as a result of a collaborative process.

2 Community Art Projects Client Events Cultural Events Exhibition Design Graphic Design

3 Community Art Projects MI CASA MIGRATION 2018 Mi Casa is a co-participatory project exploring stories of migration to London through the focus of home. The final interactive installation was developed through several embroidery community workshops with migrants living in South London. Sonia, a latinamerican migrant from Cali, Colombia tells her story of migration from Cali to East Croydon 12 years ago. While she retells her memories about her different homes, she becomes aware of feelings that had been kept inside in order to survive. By engaging in drawing and embroidery workshops, she is able to unlock narratives to do with her own identity. By sharing this story, many more migrants can relate to Sonia, and engage in a safe conversation about personal movements and identity. Project book with coptic bookbinding Sonia's migration story was embroidered by more than 50 people. Exhibited at: Shaping Stories MA Narrative Environments Degree Show 2018, Central Saint Martins, UAL Southwark Untold at the Tate Exchange, Tate Modern Art Night London 2018 Outreach Programme, The Workshop Shared Territories Creative Unions Exhibition at Lethaby Gallery, Central Saint Martins current until A Room To Breath at the Migration Museum Project Tate Exchange migration interactive map Responsible for: Concept creation, Graphic Design Identity, Spatial Design, Community workshops, Marketing Art Night London embroidery & poetry workshop. w w w. c r u z m a. c o m

4 Community Art Projects Creative Unions Exhibit in Central Saint Martins as part of 'Shared Territories'

5 Client Events THE RED NIGHT SALONE DEL MOBILE MILANO IN SHANGHAI (KTGA) CHA HOUSE SHANGHAI (1930' VILLA) The Red Night is a yearly event dedicated to celebrate Salone del Mobile Milano in Shanghai. Three hundred guests including prominent designers, architects and collectors both from Shanghai and Milano, come together in this night experience. As the third year proposing a concept for The Red Night, KTGA has taken inspiration from these two cities geographical forms, creating organic shapes out of the different districts that comprise them. These specific outlines are transformed into spatial forms in order to create a dynamic and organic feel, appearing as different elements that are needed in the space for practical and atmospherical reasons - seats, platforms for food, walls, tunnels, installations. The two cities merge in one space. This creates the sense of a fluid space, an organic ecosystem that lures people into discovering the night throughout the different spaces of the villa. The guests are encouraged to engage with the space with curiosity. By applying our design methodology of Narrative Environments, the entire experience was be developed through the space in order to reflect the brand identity of Salone del Mobile.Milano Shanghai, while engaging the guests into a wider conversation about furniture design. Responsible for: Concept design, graphic design, spatial design and creative direction for performers. Photobooth design, Stage design, Immersive sound installation design, Bar design, Invitation design, Gift design.

6 Press Conference Actors Photobooth Flexible furniture Immersive Sound Installation w w w. c r u z m a. c o m Stage and contemporary dance

7 Client Events THE RED NIGHT SALONE DEL MOBILE MILANO IN SHANGHAI EVENT (KTGA) SHANGHAI ART GALLERY AT THE BUND The Red Night is a yearly event dedicated to celebrate Salone del Mobile Milano in Shanghai. Three hundred guests including prominent designers, architects and collectors both from Shanghai and Milano, come together in this night experience. The concept for this year was to understand the potential of interior spaces as dream spaces. We were inspired by 'The Poetics of Space' - Gastón Bachelard. The venue, normally an art gallery in the bund in Shanghai (Shanghai Art Gallery), was converted into a light space with red touches and surreal elements that lured guests into enjoying their night. The space became dynamic and alive through the interaction of actors, dancers and spatial flexible elements. Responsible for: Concept design, graphic design, spatial design and creative direction for performers. Photobooth design, Stage design, Bar design, Invitation design, Gift design.

8 Custom made rug and flexible furniture Ikebana flower arrangements Lounge area with semi-transaparent overhead Contemporary dancers w w w. c r u z m a. c o m Interactive Photobooth Reception area

9 Client Events AMCHAM CHARITY GALA SHANGHAI - THE CENTENNIAL BALL, APRIL 2015 PENINSULA HOTEL For the second year in a row, KTGA was engaged to plan, design and execute the annual American Chamber of Commerce s (Amcham) charity gala in Shanghai. Marking AmCham s 100-year anniversary in Shanghai, the theme for this event was "The Centennial Ball. KTGA crafted a subtle design bringing together elements of time travel, exploration, historic maps, and compasses using ephemeral watercolor themed graphics. KTGA prepared the space with theatrical scenography aiming to inspire guests and transport them on a journey. Guests entered the space via an old Shanghai lane and were then met by a 20m-long image of Shanghai s iconic river front, the Bund. Meanwhile, actors greeted guests and interacted with each other to bring to life the atmosphere of old Shanghai. All the graphics were custom made and historically consistent while detailed props and trained actors added a fun, theatrical element to the evening. To give guests the impression of traveling through time, our performances contained various era s musical, fashion and dancing styles from 1915 to Responsible for: Concept design, graphic design, spatial design and creative direction for performers.

10 Client Events THE SECRET GARDEN - ROCOCO REVISITED X HENDRICK'S GIN, JUNE 2015 SHANGHAI KTGA was commissioned by Hendricks Gin to organize an extravagant, immersive party in Shanghai s historic Bund area. Built in 1905, the venue was the old British rowing club now converted into a baroque-style private members club by its Japanese owner. The event theme was Rococo. The whole evening was an immersive experience from the beginning to end: Guests entered via a maze, which was decorated with large mirrors and roses and assembled in the venue s garden. Laughing actors greeted, charmed and flirted with them as they negotiated their way around. Entering the space, guests were encouraged to photograph themselves on a specially-designed ornate swing, which sat in front of a backdrop of the famous painting The Swing by Fragonard. As a centerpiece, the main lobby was decorated with 1,500 real roses that hung upside down from the ceiling - the smells and sights were truly overwhelming. Responsible for: Concept design, graphic design, spatial design and creative direction for performers. w w w. c r u z m a. c o m

11 Exhibition Design SHAPING STORIES MA NARRATIVE ENVIRONMENTS - CSM DEGREE SHOW 2018 CENTRAL SAINT MARTINS A multi-disciplinary, team-based course, MA Narrative Environments explores the dynamics of story, space and experience. The focus is on using narrative, analytically and practically, to enhance people s relationships with their surroundings and, as a result, with each other. Over two years, students from a wide variety of disciplinary backgrounds collaborate to develop user-centred design interventions that integrate spaces, objects, texts, sounds and still and moving images.they craft novel, multi-sensory, interactive and participatory narrative experiences in workplace, urban, community and learning situations. Catalogue design In this year s exhibition, the MA Narrative Environments class presents our individual achievements and our sense of ourselves as an evolving collective and distinctive practice. Each student has created a shape representing an object crucial to their project. These motifs recur throughout the show, flickering into view within exhibits and catalogue pages. They gather at the apex of the exhibition to form an unfolding ecosystem. Responsibilities: Part of the concept ideation team, visual identity, graphic design director, catalogue designer. Catalogue cover tasselation in space Exhibition featuring the student-drawn shapes as an overhead Environmental graphics

12 Exhibition Design ERIC VALLI - LIVING YANGZE X SWAROVSKI WATERSCHOOL, SEPT 2015 SHANGHAI JING'AN PARK I was commissioned to design an exhibition layout and photography frame for an exhibition of 108 photographs by celebrated French photographer Eric Valli. 'Living Yangtze', a multi-media project which tells the stories of the communities living along the great Yangtze River. Swarovski commissioned Eric Valli to spend six months documenting the lives of communities around the locations of its Waterschools along the Yangtze River. The Swarovski Waterschool China is a not for profit organisation which has been working in the Yangtze basin since The challenge of this project mainly stemmed from its unusual location an outdoor public park with large numbers of visitors every day. The difficulty was creating an engaging exhibition without interfering with everyday goings on in the park. My team and I came up with the idea of placing very minimal objects on the side of paths around the park and embedding them in the grass. The inspiration came from the shape and design of artists easels. The colors were red and black as per the tone of the photography and overall visual identity of the project. Responsible for: Layout design, exhibition design. Watch a video about the project here.

13 Exhibition Design PHOTO SHANGHAI 2015 SHANGHAI EXHIBITION CENTER I was hired to create and oversee all graphics & visual identity for Photo Shanghai, Shanghai's first international art fair solely dedicated to photography. Organized and directed by the World Photo Organization (WPO), the show ran from September 11th - 13th 2015 at Shanghai Exhibition Centre (No Yan'an Rd). All the graphics were intended to be simple and stylish while not drawing attention away from the displayed photographs. We use black as the main color in contrast to the photos. I utilized several textures to compliment the designs, which were quite dark and dense. Responsible for: Invitation design, catalogue design, wayfinding, environmental graphics

14 Exhibition Design XUN GUN, A FAMILY HISTORY CENTER BEIJING PCR While working for Gallagher Design and Associates in Asia as a graphic designer for exhibitions, we designed a permanent exhibition in Beijing, which purpose was to for Chinese visitors to learn about their families through time, discover, organize, and preserve their ancestral heritage, and develop new ways of sharing family history, or Jiapu. Exhibits in the Center create interactive experiences that engage and motivate visitors to collect and share their family history, rediscover and connect multiple generations to their Jiapu, and foster national pride in China s cultural heritage. Unfortunately, this project did not go further than the concept phase. Responsible for: Visual identity, exhibition graphic design, wayfinding.

15 Cultural Events KTGA CULTURAL FESTIVALS SHANGHAI, SEVERAL VENUES I am the co-founder and current owner of Kick The Gong Around (KTGA), an event/exhibition agency based in Shanghai, China. Together with my business partner and team, I oversee all our projects creative direction, business development and event execution. Five years ago, my team and I realized that Shanghai was lacking a cultural platform for independent designers and makers. Therefore, we decided to start a seasonal festival in different venues around the city in which creatives in town would be able to showcase their work and network. These events typically attract around 3,000 visitors per day, both Chinese and foreigners. The creative process starts with a theme/concept which is followed by the visual identity, which inspires the environment design. The spaces are interactive and transport guests into a journey into imaginary worlds. The space becomes a Narrative Environment. Responsible for: Concept design, visual identity, spatial design, production management Representative Projects: KTGA Summer Festival (2017), KTGA Spring Festival (2016), KTGA Tribal Festival (2015), KTGA Winter Festival (2015), KTGA Zoo Fest (2014) For more information about this company please go to: w w w. c r u z m a. c o m

16 Graphic Design LETTERING SHANGHAI, SEVERAL VENUES I have a deep interest in lettering design that I have applied in several projects over the years. The outcome is usually a combination between illustration and handmade typography. Representative Projects: BookWorm literary festival, Beijing (2014), Chopsuey literary magazine logo (2018), The Secret Garden Hendrick's Gin experience (2014), Stagbeetlecity MANE major project (2018), That's Shanghai mag. cover (2014) w w w. c r u z m a. c o m

17 Graphic Design LETTERING IN SPACE SHANGHAI, SEVERAL VENUES As a freelancer I have created several chalk lettering blackboards with chalk for several events and interiors. Representative Projects: Urban Soup Kitchen restaurant (2016), Perrosky concert stage backdrop (2017), CeliaB Fashion show Midnight in the Oasis (2015) w w w. c r u z m a. c o m

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