Responses by Xôn Xao Studio.
Background: The project Ngóc Ngách (“Core Memories”) explores contemporary cultural patterns in Vietnam through artistic design. It not only seeks to diversify the cultural materials used in creative work but also aspires to inspire young people. In particular, it targets the new generation of Vietnamese designers, encouraging them to engage more deeply with the cultural aspects of everyday life in Vietnam.
Design thinking: By integrating AR technology, the Ngóc Ngách exhibition can easily be set up anywhere in Vietnam or internationally. This innovative approach showcases artworks on viewers’ personal screens, sparking curiosity and encouraging engagement. It also helps reach a wider audience, making art more accessible in remote or financially disadvantaged areas and enriching the cultural landscape.
Challenges: Challenge serves as the central theme of the exhibition, featuring more than 30 unique individuals. We embraced the task of experimenting with various forms of expression to ensure that the exhibition’s visuals harmonize with the diverse personalities of more than 60 artworks. Our goal was not only to create a balanced and cohesive presentation but also to engage the public through captivating design. This approach enables the exhibition to make a meaningful impact and fulfills one of its core objectives: bringing art and design closer to the community, enriching their experience and appreciation of creativity.
Favorite details: What we are most proud of is that the Ngóc Ngách AR exhibition team received support and attention that allowed us to organize exhibitions in Hanoi and Ho Chi Minh City. In total, three exhibitions took place. Carrying out a community-based exhibition was a real challenge in terms of paperwork and resources, but we managed to make it happen.
New lessons: As a young team working on a large-scale project involving many new aspects—like public relations, working with sponsors and partners, and dealing with legal documents—we learned a lot about how to organize a formal exhibition. Although there were no serious mistakes, we believe we will be even better prepared in every aspect for future projects.
Alternate paths: If we had the opportunity to start the project over, we wouldn’t change a single thing. Every connection we forged, every event we hosted and every positive impact we made have been invaluable. Each moment has enriched our journey and deepened our commitment to art and collaboration. We believe that the challenges and triumphs we experienced together have shaped a vibrant narrative, inspiring us to continue creating meaningful experiences that resonate with our audience.
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