CELLS Poster

Graphic Design Award Winner.
Awarded Silver for Good Graphics and Visual Communication Design.

CELLS Poster
by Shenzhen Shenwenjiao Design Co., Ltd.

  • Awarded April 15, 2020
  • CLIENT: PIY
  • 359

On July 19, 2017, PIY built a small building in Melbourne, Australia. It is a small castle assembled of 761 components, and they named it "Cells". The nodes are designed as the hand-turned thread tenon and straight tenon, which is summarized as "East Tenon & West Mortise". You will find their products, including variable shelves, study and shoe racks, etc., all of which are broken up and reassembled into an organism. And then, you will feel their desire to grow freely.

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CELLS Poster

Good Design

Great Design by Shenzhen Shenwenjiao Design Co., Ltd.

CELLS Poster

Great Design by Shenzhen Shenwenjiao Design Co., Ltd.

Inspirational Poster Design

CELLS Poster

Inspirational Poster Design

CELLS Poster Image

CELLS Poster

CELLS Poster Image

CELLS Poster

Shenzhen Shenwenjiao Design Co., Ltd.

Designer of CELLS Poster


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Interview with Shenzhen Shenwenjiao Design Co., Ltd. on CELLS Poster

What is the main principle, idea and inspiration behind your design?
On July 19, 2017, PIY built a small building in Melbourne, Australia. It is a small castle assembled of 761 components, and they named it “CELLS”. The nodes are designed as the hand-turned thread tenon and straight tenon,no metal accessories,you can be install by bare hand,which is summarized as “East Tenon & West Mortise”. You will find their products, including variable shelves, study and shoe racks, etc., all of which are broken up and reassembled into an organism. And then, you will feel their desire to grow freely. The Dao is the underlying principle behind the creation of the myriad things. The order of the process giving rise to the myriad things began with the Dao producing a kind of generative force. As everyone knows that CELL is the meaning of cells. We expect PIY to develop fission like cells, thus building more beautiful space for players around the world.
What has been your main focus in designing this work? Especially what did you want to achieve?
We focus more on the product itself, although one see from the poster the part of the castle built in Australia and the explosive view of the parts that make up it, but not the castle itself, the strong visual impact and color collocation make us more expected to live experience.
What are your future plans for this award winning design?
We hope that everyone can become a designer and design and assemble their own furniture. And we believed that home is full of joy when furniture becomes toys.
How long did it take you to design this particular concept?
The project started in Australia and China in May 2017 and used in the Australian International Furniture Fair (AIFF) in July 2017.
Why did you design this particular concept? Was this design commissioned or did you decide to pursuit an inspiration?
CELLS poster series is designed for PIY at Australian International Furniture Fair (AIFF). CELL is a furniture system based on solid wood screw connection and combination, although there are only 16 parts, it can realize the conversion from a small flower to a building, including changing shoes and stools, placing shelves, flower stands, cat hammock, TV cabinet, desk, study, It is just like cell fission.
Is your design being produced or used by another company, or do you plan to sell or lease the production rights or do you intent to produce your work yourself?
CELLS poster series was designed for publicity of PIY in Australian International Furniture Fair (AIFF) and used in July 2017.
What made you design this particular type of work?
In the early stage of design, we tried different ways of expression, photography and 3D models. However, with a view to maintaining the mystery of the exhibits, we finally chose the line draft of CELL castle, so that the audience could experience the scene with curiosity.
Where there any other designs and/or designers that helped the influence the design of your work?
To be honest, minimalism has always influenced the design we do, so-called minimalism is not to have nothing, but to convey the truly important content through the integration of all the information.
Who is the target customer for his design?
We mainly target at young groups such as the post-1985, post-1990 and post-2000 generations, mainly manual masters and design enthusiasts.
What sets this design apart from other similar or resembling concepts?
When you find the different, it will find you. We've been looking for the essential difference between PIY and other brands in the design process, as PIY philosophy goes ," from passive DO IT YOURSELF to active PLAY IT YOURSELF, we think that home is full of joy when furniture becomes toys ."
How did you come up with the name for this design? What does it mean?
PIY set up a small building in Melbourne, Australia, which they named "CELLS". The poster was used for the early promotion of the exhibition, so it was also named CELLS.
Which design tools did you use when you were working on this project?
Photography and the 3D model are the early ideas of poster design, but in order to maintain the mystery of the exhibits, we finally choose CELL castle model line to achieve.
What is the most unique aspect of your design?
Our graphic design is closely related to product design, focusing on the expression of the characteristics of the work from local details, aiming to bring the audience a shocking visual experience through strong color contrast and plane composition and stimulate their desire for live experience.
Who did you collaborate with for this design? Did you work with people with technical / specialized skills?
The project was completed in collaboration with PIY product designers, who CELLS the building of the castle's model's model and then scattered it into parts of the explosive view to present amazing visual effects.
What is the role of technology in this particular design?
Technology is the basis of design, only professional technology and interesting creativity can achieve good design.
Is your design influenced by data or analytical research in any way? What kind of research did you conduct for making this design?
In the design process, we analyzed the data of CELLS, including: area: 11.88㎡, weight: 268.2kg, modules: 761, components: 12, setup time: 5 hours. Although the final data are not presented in the poster, it always affects the poster design.
What are some of the challenges you faced during the design/realization of your concept?
We've been thinking about how to turn boring into fun. In the design process of the poster, in order to convey the brand concept of PIY without losing the sense of mystery, we tried different combination methods and color collocation, so as to select the most visually striking one.
How did you decide to submit your design to an international design competition?
It is our company's tradition to participate in international design competition every year, and it is also a way to evaluate our design ability. Moreover, the authoritative recognition of our design gives us the impetus to continue to innovate and motivates us to do our design.
What did you learn or how did you improve yourself during the designing of this work?
In the process of designing this work, I realized that the presentation of a good work needs many aspects of cooperation, each of its duties to achieve stunning results.
Any other things you would like to cover that have not been covered in these questions?
I think good design is 30% creative ,70% operation. Creativity is meaningless if implementation is not in place.

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