Korea South   |  2022

MUSE Design Awards Silver Winner

Branch

Entrant Company

Hongik University Graduate School & Seoul National University of Science and Technology

Category

Conceptual Design

Client's Name

None

Sub-Category

Illumination

Humans, who have lived with nature for a long time, have a visual interest in the shape of nature. Humans have evolved over a long period of time as an adaptation to the habitation environment, and the accumulated experiences are genetically inherent in human instincts according to the theory of natural selection. Thus, humans have the intelligence of automated attention and liking for factors favorable to survival. Through evolutionary psychology and neuro-aesthetic studies, visual appeal factors for branching, self-similarity, translucency, and streamlines were discovered. Branch is a lighting that observes the shape of nature and applies the element of instinctive liking.

Credits

Hongik University Graduate School & Seoul National University of Science and Technology
Byoengchan Oh & Sunwoo Yoon
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