Dive In

Installation, for Xintiandi Wuhan.

Type
Installation

Date
May, 2024

Site
Xintiandi Wuhan, Wuhan, CHINA.

Majoring Part
Concept, Installation Design, Graphic Design and Modeling.

This project was developed as part of an IP character series for Xintiandi Wuhan, encompassing character creation and installation design. “Dive In” symbolizes the impulse to escape immediately during moments of emotional outburst. It represents individuals who are emotionally sensitive and easily affected. In countless moments of anxiety, indecision, irritation, and awkwardness, the act of diving symbolizes a release and escape from maintaining superficial composure, embracing an instinctive response instead.


“Dive In” captures a particular state or aspect of everyone at a certain moment in life. It can represent anyone: When unwilling to face something, dive in! When feeling helpless, dive in! When overwhelmed by frustration, dive in! When pushed to the limit, dive in!


In this project, I am mainly responsible for parts from the idea to the refinement before implementation, including creative ideas, installation design, graphic design, illustrating, and modeling.

“Dive In” draws inspiration from the grassroots “Jump into East Lake” activity and the classic Wuhan “Swim” brand cigarettes. These elements imbue the character with a rich local spirit of Wuhan. The character first appeared at the Dive in Summer”, evoking the refreshing feeling of diving in summer. Each summer encounter transforms into a memory of “Dive In”, creating distinctive events exclusive to Wuhan Tiandi that are beloved by locals. It has evolved into a grand celebration of the “ideal life” in Wuhan.  

By metaphorically diving into different interfaces, the concept allows for numerous thematic extensions. Expanding the IP’s application through peripheral products enhances the recognizability and brand affinity of Wuhan Tiandi. Furthermore, the character itself can be developed as a standalone product, akin to collectible designer toys, enabling iterative updates and resonant, approachable content creation. Through alignment with various events, the character fosters sustained engagement. As an IP deeply rooted in Wuhan’s local culture, “Dive In” can collaborate with the city’s iconic landmarks, cuisine, and souvenirs, using local cultural and aesthetic ecosystems as a medium. By evoking cultural resonance, it facilitates social connectivity and expands Wuhan’s cultural influence to broader audiences.