《记忆之未来》海报，南方科技大学创新创意设计学院，UABB2022

南方科技大学创新创意设计学院《叙事与品牌》课程的学生正在筹备《记忆之未来》，大万“不插电”，UABB 2022

南方科技大学创新创意设计学院《叙事与品牌》课程的学生正在筹备《记忆之未来》，大万“不插电”，UABB 2022

南方科技大学创新创意设计学院《叙事与品牌》课程的学生实地考察坪山客家村落，“记忆之未来”，大万“不插电”，UABB 2022

左右滑动查看更多

南方科技大学社会科学中心副教授张静红应邀为学生介绍了社会和文化人类学、食物人类学、物质文化和跨文化认同。

应用民族志研究与文化研究的初步和基本的方法，学生通过聆听村民讲解、观察当地活动、与村民交谈，获得对他们日常生活的一些基本了解，启发自身对社会和文化的批判性和建设性反思。由于时间有限，学生只能记录一些自己在村中经历的印象和聚焦物质文化层面。更大的挑战在于解读他们自己的观察、理解和研究，形成品牌驱动创新的创意提案，为用户生活增加价值和意义。作为本课程的成果，学生为市场上现有的品牌设计了新的品牌故事。

物品、材料和自然有机体的收集

“记忆之未来”，大万“不插电”，UABB 2022，12月29日

“记忆之未来”，大万“不插电”，UABB 2022，12月29日

“记忆之未来”，大万“不插电”，UABB 2022，12月29日

“记忆之未来”，大万“不插电”，UABB 2022，12月29日

“围”：为了打破围城，胡泓毅提出为“九连真人”乐队设计一张全新专辑。“九连真人”是一支关注客家文化相关问题，以客家话为主的摇滚乐队。新专辑的概念是要更深刻地解释客家文化在当前社会环境中的处境，以“围”为核心，呈现乐队打破文化间堡垒的决心，讲述客家人民的故事。胡泓毅表示：“这次活动让我以另一种方式贴近了从小一直生活中的文化。在调研中我不断发现客家文化与赣北文化的相似处。在调研后，我意识到客家文化也曾对我家乡的文化造成影响。在通过标志性的物件解构客家文化的过程中，促成了我对传统文化基础与传播的思考。”

通过日常生活中的物品和故事，我们寻找着一个界面来回忆和表达现有的记忆，以帮助我们面向未来。将记忆视为宝贵的资源，我们如何能避免它们被浪费？从村庄收集的故事和物品是我们的原材料，启发我们为现有品牌寻求新的叙事，过去如何能有意义地预示未来？

本篇新闻已于2023年2月6日发表于ADF Web Magazine：https://www.adfwebmagazine.jp/design/future-memories-for-the-bi-city-biennale-of-urbanism-architecture-of-shenzhen-and-hong-kong/ 中文推送略有文字调整。

文字：Enza Migliore

翻译：许清如

审核：李旭

In December 2022, SUSTech School of Design, where I work as an Assistant Professor, participated in the Bi-City Biennale of Urbanism/Architecture, also known as UABB of Shenzhen and Hong Kong, with three projects realized by staff and undergraduate students during the fall semester. Founded in 2005, UABB is almost the world’s only Biennial exhibition focusing on urbanism and urbanization. It is a cooperative cultural event shared by the two cities under a similar theme. With “Urban Cosmologies” as the theme, this year’s UABB focuses on the sustainable and ecological development of cities under the dual-carbon goal, holding exhibitions in the main venue in Luohu and six sub-venues around the city.

SUSTech School of Design has inaugurated three installations in Dawanshiju (Dawan Ancestral Residence), one of Shenzhen's top ten ancient Hakka villages.

The Dawan Ancestral Residence is the Pingshan sub-venue of the ninth Bi-City Biennale of Urbanism \ Architecture (UABB), running through March 3, 2023.

The curators Liu Xiaodu, Gao Yan, and Richard Hsu elected “Unplugged” as the theme for Dawan venue. The exhibition brings together works from artists, architects, landscape designers, and ecology scholars who explore the relationship between history, modern life, and the future. Unplugged suggests less digital, more human touch, more social connection, and the care for the environment.

This project is conducted during four weeks of a design studio course. The educational goal is to introduce students to the topic and skills of Narrative and Branding as part of the Design activity. We took the opportunity of participating in the UABB to develop a contextualized and reflective approach to Narrative as a method of inquiry that connects the past, the present, and the future and to Branding as an activity aimed at building visions, stories, and identities inspired by the beauty, authenticity, and simplicity of daily life.

The course brings students close to the local community of the Hakka village as an attempt to connect the young generation with cultural, anthropological, and social issues sometimes neglected or overlooked in our daily life, ruled by speediness, competitiveness, and high technology.

Students of the course "Narrative and Branding", SUSTech School of Design,

preparing for the exhibition "Future Memories" UABB 2022, Dawan Unplugged

Swipe right to see more

Associate Professor ZHANG Jinghong giving a lecture on social and cultural anthropology during the Course Narrative and Branding

As a preliminary and primary approach to ethnographic research and cultural studies, students have spent some time with the local people listening, observing, and interacting in practical activities to gain a basic understanding of their daily life, which could inspire critical and constructive reflections about society and culture. They collected materials and objects from everyday life and the urban environment to be exploited as studying material to understand cultural issues and be inspired for design proposals. Due to the limited time, the students could only record some impressions of the journey in the village and focus on the material culture. The big challenge was interpreting their observations, understanding, and research into creative proposals for a Brand-Driven Innovation, which is any new product or service that adds value or meaning to users' lives. They designed a new story for an existing brand.

Exhibition “Future Memories" UABB 2022, Dawan Unplugged, December 29th. Collection of objects, materials, and natural organisms

围：To break what is enclosed, Hongyi Hu proposes a fictional new album for Jiu Lian Zhen Ren, a rock band speaking of issues related to Hakka culture, whose primary language is Hakka. The concept for the new album is to explain more profoundly the situation of Hakka culture in the current social environment, with “围” as its core, to present the band’s determination to break the barriers between cultures and tell the stories of Hakka people.

Yuanning Han proposes an innovative packaging for the brand To Summer: besides the smell, we will use the tactile experience to create a narrative space through the materials and textures of artifacts, using touch to interpret unique personal stories, and evoke cultural memories. As a metaphor for resilience, moss and other life forms can grow on the packaging, whose surface will change over time, generating new narratives and deepening emotional connections with the material. She conducted some experiments on growing moss collected from the Dawan village in the class.

Ornament of Life is the proposal from Guo Qiu for the Swedish brand Byredo as a unique collection inspired by the Chinese Hakka Culture. The Proust effect refers to the unconscious recall of autobiographical memories by olfactory stimuli. Byredo will reproduce the memory through fragrance and, at the same time, will launch a limited product gift box inspired by Hakka traditional patterns. By stimulating the connection between smell and vision in memory presentation, it will show such a culture to viewers everywhere in the world. Byredo hopes that such stories will decorate your life and that this collaboration will inspire more memories and emotions.

Another project based on the power of smell to recall memories is Journey of Smell by Hanxi Yu, who envisions a joint brand strategy between Shenzhen Airlines and OCT Travel Agency. They are launching a series of tourism activities called “Journey of Smell” to guide tourists into Hakka culture.

“Journey of Smell” includes transportation, catering, and other services. Tourists will also discover Hakka culture on round-trip flights. Shenzhen Airlines will provide aroma therapy based on Hakka fragrances, from traditional food to fresh fruits and incense used in religious practices, to make the flight more enjoyable and relax through the smell.

A unique proposal is “Fresh Mind” by Wansheng Liang, who translates his inspiration from the Hakka ChaGuo hand-making into a narrative for the public welfare group “Gong Yi,” an organization dealing with the welfare of front-line workers.

The action of “wrapping (the dumpling)” inherited from ancestors thousands of years ago becomes iconic and representative of the workers.

The course also offered the students the opportunity to visit Panglossian, a design studio in Shenzhen that is an expert in Branding. The founder, Sara Biancaccio, contributed with an engaging lecture on the history and meaning of Branding and practical activities that could show young design students the challenges and nature of the design activity in the actual context.

Through objects and stories of daily life, we seek an interface to recall and express memories in the present to help ourselves orient towards the future. Valuing memories as precious resources, how could we prevent them from being wasted? Stories and objects collected from the villages are our raw material, inspiring us to seek new narratives for existing brands. How can the past meaningfully inform the future?