Aurora Group

The concept development and architectural design of the Aurora Pavilion at the World Expo 2010 Shanghai was a unique challenge. China saw its hosting of the World Expo as part of its grand stage to the world as well as the world’s grand stage to China.

Thus, Aurora Pavilion had to stand out amongst a vast field of competing structures that were all striving for the same impact, but with a limited budget compared to many of the other international exhibitors. At the same time, the pavilion was to serve as a standard-bearer for the Aurora Group’s brand, showcasing a cohesive and compelling visitor experience, and shining as the crown jewel with which Aurora could impress its partners, clients, and VIP guests.

The "Jade" theme was inspired from the chairman’s own collection housed in museums located at both of Aurora’s main offices in Taipei and Shanghai. The concept of Jade denotes an advanced and refined culture, implying that Aurora is an evolved and progressive company.

 BRAND IDENTITY | LOGO

BRAND IDENTITY | LOGO

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POSTER SERIES

 MERCHANDISING

MERCHANDISING

 WEBSITE

WEBSITE

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Billboard

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ARCHITECTURE

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