This space is in a factory. Typical experience centers of this manner are verbose and overt in how they convey their message. We took an emotive approach that is more subtle and nuanced.

The client's strength in manufacturing and quality control is a given, especially when the guest tour the production line next door. How then to elevate the brand story to capture their vision and belief in their products?

That was the design premise.

Concept Tunnel

Spatially, the tunnel is not only a transitional space. The 5 key posters are placed along the tunnel walls at a 15 degree angle (consistent with the incline in the logo). A line that shifts from black to shining white cuts the posters in half, emphasizing the two sides of the same story. This line is the spatial embodiment of the idea of what is erased away and what is not. Turning the corner the line ends at opposite sides of the tunnel, cutting across a black painting and a white painting. Looking forward and backward in the tunnel is like looking into the future and back at the past. With the right encouragement, we walk towards the white painting, and see the growth we have attained, only to turn back to realise we have overcome these obstacles that are on the black painting.