Commissioned by Chinese chemical industry giant Highsun Group, VAVE Studio completed the design of the brand experience center, which has now been completed and opened to invited visitors.
Founded in 1984, Highsun Group has evolved from a knitwear factory into a conglomerate spanning chemicals, fibers, and new materials. With bases in Jiangsu, Guangdong, Fujian, and the Netherlands, this new two-story experience center is located at their Fuzhou headquarters.
After an in-depth exploration of Highsun Group’s history and core products, we uncovered a defining trait of the brand — Highsun’s products permeate a wide range of industries. Whether it’s high-end chip manufacturing or daily consumer goods, many essential products rely on Highsun’s materials and expertise.
Just like a “hidden sage” behind the scenes, Highsun Group enabling progress while remaining unseen. This led to the narrative concept of “Hidden in Plain Sight,” with the exhibition revolving around the theme of “hidden.” Through three immersive scenarios that reflect the brand's characteristics, visitors are introduced to the company’s story.
Rather than simply conveying information to visitors, the exhibition seeks to forge an emotional connection. It aims not only to present content that expands visitors’ existing knowledge but also to inspire curiosity and a desire to explore the brand further. This interaction increases the brand’s influence and helps foster a deeper, more personal connection with the company’s story, leaving a lasting impression.
Entering the bright white space is the prelude to the experience - “Great Truths Are Always Simple.” The wall to the left of the entrance clearly conveys Highsun’s corporate slogan: “Always. All ways.” As visitors delve deeper into the space, a visual timeline of Highsun’s growth slowly unfolds along the optical illusion walls.
On the first floor, the “Great Forms Are Formless” theater takes visitors on a journey through dramatic, thought-provoking scenes. It encourages reflection on the everyday objects we encounter: What materials are behind these products? As visitors observe, question, and explore, Highsun’s end products are gradually revealed.
Matching the multimedia screen content, 32 raisable boxes hidden in the ceiling rise and fall. Inside each box is a 3D-printed model of an end-use product made primarily from nylon 6 and other new materials developed by Highsun. The rhythmic movement of these dynamic installations captures visitors’ attention, encouraging them to consider the vast applications of these products.
As the theater’s performance draws to a close, the boxes come together to form a car, highlighting Highsun’s innovations and contributions to the automotive industry. As the boxes lower, interactive screens on 10 of them provide visitors with detailed information on the materials and their applications, inviting them to pick up the knowledge they want to explore further, rather than passively receiving it.
On the second floor, the “Great Sound is Soundless” area shifts focus to industry and innovation. Through a real-scene sand table with controllable screen projections and movable splicing screens, visitors are introduced to Highsun’s global industrial footprint, its development plans, and future growth strategies. The continuously updated multimedia content ensures that visitors are always informed with the latest company news and industry trends.
项目名称 Project Name
恒申集团品牌体验中心
项目类型 Project Typology
企业展厅
概念设计与出品
Concept & Design & Production
VAVE Studio
创意指导 Creative Director
胡海杰
项目统筹 Project Manager
黄冠杰
概念设计 Concept Design
葛彦汝，何楚帆
空间设计 Space Design
陈壮
视觉传达设计 Communication Design
杜桂芳
技术指导 Technical Director
付耀文
公共关系 PR Manager
李晓蓉，杨始朝，Victoria Cocco
项目管理 Project Manager
鹏璨文化创意（上海）股份有限公司
工程实施 Construction
苏州黑火石科技有限公司
摄影 Photographer
Saren Wong，RAWVISION studio (Architecture)
视频 Videographer
Saren Wong
项目面积 Project Scale
385 sqm
项目完工时间 Project Completion Date
2024年1月
设计周期 Design Period
2023年1月–2024年1月
