SIGN: Promotional Narrative Guidance

"How do we present ourselves to attract others?" As carriers of this concept, signboards began to emerge in society. We explored their presence in Taiwan's urban streetscape, and through in-depth analysis of their cultural background and aesthetic significance, revealed how signboards reflect human values.

The exhibition "SIGN: Promotional Narrative Guidance" begins with the fundamental question of the “signboard issue” — What is a signboard? — and explores the idea that signboards reflect aesthetic values through four thematic sections.

In the exhibition design, we deconstructed the concept of the sign itself, employing an open design approach: light box structures, exposed light tubes, and layered metal frames guide visitors to uncover the story behind the sign. Art installations placed throughout the space serve as entry points to spark curiosity and deepen understanding of signboards.

At the exhibition, visitors can see not only original signs from the streets but also newly created replicas. By recreating urban streetscapes within a confined space, the exhibition breaks through the boundaries of time and place, offering audiences a glimpse into the cross-era symbolism of signs.