Meng Chih Chiang ᱨᱮᱱᱟᱜ Taiwan Small Town Ramble Primary Function: ᱴᱩᱨᱤᱡᱚᱢ ᱮᱰᱣᱟᱨᱴᱟᱭᱡᱤᱝ ᱫᱚ ᱵᱤᱜᱭᱟᱯᱚᱱ ᱯᱨᱚᱛᱤᱡᱚᱜᱤᱛᱟ ᱵᱷᱟᱜ ᱨᱮ 2020 A' Design Award ᱨᱩᱯᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ ᱨᱮᱱᱟᱜ ᱟᱹᱰᱤ ᱢᱟᱱ ᱟᱠᱟᱱ ᱡᱤᱛᱠᱟᱨ ᱠᱟᱱᱟ᱾
ᱨᱩᱯᱟᱵᱤᱜᱭᱟᱯᱚᱱ· 2020
Taiwan Small Town Ramble Primary Function: ᱴᱩᱨᱤᱡᱚᱢ ᱮᱰᱣᱟᱨᱴᱟᱭᱡᱤᱝ
Meng Chih Chiang ᱞᱮᱠᱟᱛᱮ
ᱜᱟᱦᱟᱠ: Taiwan Tourism Bureau, Singapore Office
ᱵᱤᱜᱭᱟᱯᱚᱱ ᱵᱷᱟᱜ ᱨᱮ A' Design Award ᱨᱩᱯᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ ᱡᱤᱛᱠᱟᱨ
ᱡᱟᱸᱪ ᱟᱠᱟᱱ ᱮᱣᱟᱨᱰ ᱡᱤᱛᱠᱟᱨ
#103746 ᱞᱟᱜᱤᱫ ᱮᱣᱟᱨᱰ ᱦᱟᱞᱚᱛ ᱡᱟᱸᱪᱰᱤᱡᱟᱭᱤᱱ
Taiwan Small Town Ramble Primary Function: ᱴᱩᱨᱤᱡᱚᱢ ᱮᱰᱣᱟᱨᱴᱟᱭᱡᱤᱝ ᱵᱟᱵᱚᱛ ᱛᱮ
Book Text: ᱴᱟᱭᱣᱟᱱ ᱦᱩᱰᱤᱧ ᱟᱛᱳ ᱨᱮᱢᱵᱚᱞ ᱫᱚ ᱢᱤᱫ ᱴᱩᱨᱤᱡᱚᱢ ᱮᱰᱣᱟᱨᱴᱟᱭᱡᱤᱝ ᱠᱮᱢᱯᱮᱱ ᱠᱟᱱᱟ ᱡᱟᱦᱟᱸ ᱫᱚ ᱴᱟᱭᱣᱟᱱ ᱨᱮᱭᱟᱜ ᱦᱩᱰᱤᱧ ᱟᱛᱳ ᱠᱚ ᱯᱨᱚᱢᱳᱴ ᱞᱟᱹᱜᱤᱫ ᱛᱮᱭᱟᱨ ᱦᱩᱭᱟᱠᱟᱱᱟ ᱾ ᱱᱚᱶᱟ ᱠᱮᱢᱯᱮᱱ ᱫᱚ ᱥᱤᱸᱜᱟᱯᱩᱨ ᱨᱮ ᱵᱟᱥ ᱠᱚ ᱵᱮᱵᱷᱟᱨ ᱮᱫᱟ ᱡᱟᱦᱟᱸ ᱠᱚ ᱴᱟᱭᱣᱟᱱ ᱨᱮᱭᱟᱜ ᱯᱩᱨᱟᱹᱱ ᱳᱲᱟᱜ ᱨᱮᱭᱟᱜ ᱯᱮ-ᱫᱤᱥᱚᱢ ᱤᱱᱥᱴᱟᱞᱮᱥᱚᱱ ᱠᱚ ᱟᱹᱜᱩ ᱮᱫᱟ ᱾ ᱢᱤᱫ ᱥᱶᱟᱞᱳᱴᱮᱞ ᱪᱷᱟᱱᱟᱣ, ᱡᱟᱦᱟᱸ ᱫᱚ ᱮᱴᱟᱜ ᱡᱟᱭᱜᱟ ᱨᱮᱭᱟᱜ ᱳᱲᱟᱜ ᱛᱮᱭᱟᱨ ᱨᱮᱭᱟᱜ ᱫᱷᱚᱨᱚᱱ ᱠᱟᱱᱟ, ᱢᱤᱫ ᱢᱤᱫ ᱵᱟᱥ ᱨᱮᱭᱟᱜ ᱪᱮᱛᱟᱱ ᱨᱮ ᱫᱚᱦᱚ ᱟᱠᱟᱱᱟ ᱾ ᱵᱟᱦᱟ ᱰᱤᱡᱟᱭᱱ ᱥᱟᱶ ᱡᱚᱛᱚ ᱴᱟᱭᱞ ᱛᱮ ᱞᱟᱛᱟᱨ ᱨᱮᱭᱟᱜ ᱛᱟᱞᱟ ᱠᱚ ᱦᱩᱰᱮᱞ ᱟᱠᱟᱱᱟ ᱾ ᱱᱚᱶᱟ ᱵᱟᱨᱭᱟ ᱠᱚ ᱫᱚ ᱴᱟᱭᱣᱟᱱ ᱨᱮᱭᱟᱜ ᱯᱩᱨᱟᱹᱱ ᱟᱛᱳ ᱠᱚ ᱨᱮᱭᱟᱜ ᱟᱭᱠᱚᱱᱤᱠ ᱪᱤᱛᱟᱹᱨ ᱠᱟᱱᱟ ᱾ ᱢᱤᱫ ᱛᱮᱭᱟᱨ ᱟᱠᱟᱱ ᱟᱹᱛᱩ ᱨᱮᱭᱟᱜ ᱠᱷᱚᱴᱟᱜ, ᱡᱟᱦᱟᱸ ᱫᱚ ᱡᱟᱸᱦᱟᱸᱭ ᱟᱨ ᱩᱱᱛᱟᱹᱣᱤᱡ ᱨᱮᱭᱟᱜ ᱪᱤᱦᱬᱟᱹ ᱞᱮᱠᱟᱛᱮ ᱡᱩᱜ ᱡᱩᱜ ᱠᱷᱚᱱ ᱧᱮᱞ ᱠᱟᱱᱟ, ᱱᱚᱶᱟ ᱤᱱᱥᱴᱟᱞᱮᱥᱚᱱ ᱠᱚ ᱯᱩᱨᱟᱹᱣ ᱮᱫᱟ ᱾
ᱢᱟᱱᱟᱱ
A' Design Award ᱨᱩᱯᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ ᱵᱟᱵᱚᱛ ᱛᱮ
Taiwan Small Town Ramble Primary Function: ᱴᱩᱨᱤᱡᱚᱢ ᱮᱰᱣᱟᱨᱴᱟᱭᱡᱤᱝ ᱫᱚ A' Design Award ᱨᱩᱯᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ ᱧᱟᱢ ᱟᱠᱟᱱᱟ, ᱱᱚᱶᱟ ᱫᱚ ᱥᱩᱱᱫᱚᱨ ᱟᱨ ᱵᱷᱟᱞᱟᱭ ᱰᱤᱡᱟᱭᱤᱱ ᱠᱚ ᱞᱟᱹᱜᱤᱫ ᱮᱢ ᱟᱠᱟᱱ ᱥᱚᱢᱟᱱ ᱠᱟᱱᱟ᱾ ᱱᱚᱶᱟ ᱠᱚ ᱫᱚ ᱰᱤᱡᱟᱭᱤᱱᱟᱨ ᱠᱚ ᱨᱮᱭᱟᱜ ᱵᱷᱟᱵᱱᱟ ᱟᱨ ᱵᱷᱟᱞᱟᱭ ᱠᱟᱢᱤ ᱡᱷᱟᱞᱠᱟᱣ ᱠᱚ᱾ Taiwan Small Town Ramble Primary Function: ᱴᱩᱨᱤᱡᱚᱢ ᱮᱰᱣᱟᱨᱴᱟᱭᱡᱤᱝ ᱫᱚ ᱠᱚᱞᱟ, ᱣᱤᱜᱭᱟᱱ, ᱰᱤᱡᱟᱭᱤᱱ ᱟᱨ ᱴᱮᱠᱱᱚᱞᱚᱡᱤ ᱨᱮᱭᱟᱜ ᱥᱤᱢᱟ ᱵᱟᱲᱦᱟᱣ ᱟᱨ ᱫᱩᱱᱤᱭᱟ ᱵᱷᱟᱞᱟᱭ ᱞᱟᱹᱜᱤᱫ ᱜᱚᱲᱚ ᱮᱢ ᱠᱟᱱᱟ᱾
ᱰᱤᱡᱟᱭᱤᱱ ᱯᱤᱪᱷᱟ ᱨᱮ
ᱯᱨᱮᱥ ᱠᱤᱴ
ᱰᱤᱡᱟᱭᱤᱱᱟᱨ ᱧᱮᱞ ᱠᱷᱚᱱ ᱠᱨᱮᱰᱤᱴ, ᱴᱤᱢ ᱥᱫᱚᱥᱭ ᱟᱨ ᱴᱮᱠᱱᱤᱠᱮᱞ ᱵᱤᱵᱚᱨᱚᱬ ᱮᱢ ᱟᱠᱟᱱᱟ᱾
- ᱟᱞᱜᱟ ᱜᱩᱱ ᱠᱚ
- Taiwan Small Town Ramble, a tourism campaign to promote Taiwanese distinguished townships, aims to reach the huge audience and to create an impactful impression in Singapore.
The 3D installation with a swallowtail roof of local unique architecture on the top and the decorative tiles with floral patterns on the bottom half of the bus are both iconic imageries of traditional towns.
The nest of swallow, a symbol of opulence and prosperity, is brought to life on the Traditional House Bus. - ᱢᱟᱯ ᱟᱨ ᱯᱮᱠᱮᱡᱤᱝ
- For security and cultural reasons, the Singapore transport authority set up strict limitations for the creatives of bus 3D structure. For example:
1. No sharp edges are allowed on the 3D structure
2. Maximum protrusion from the bus rear to fall within 15cm
3 Every design & installation are subjected to LTA (Singapore transport authority) approval
4. No movement of the 3D structure are allowed
5. Size of structure to be within - 80cm(height) x 186cm (length) x 120cm (width) and max weight of 30kg - ᱴᱮᱜ ᱠᱚ
- Transport, Tourism, Bus, Small Town, Taiwan, Bus Wrapping, Bus Advertising, Singapore,
- ᱛᱮᱭᱟᱨ ᱛᱮᱠᱱᱚᱞᱚᱡᱤ
- The massive field researches of 40 townships and districts was applied in this campaign. The goal is the creation of a local town tourism brand for Taiwan by showcasing the rich and diverse cultural landscapes, ecological landscapes, and recreational resources of specially-selected towns.
- ᱰᱤᱡᱟᱭᱱ ᱪᱮᱞᱮᱧ
- A Chinese poet once wrote: Beneath the eaves of the high and mighty dwelt the swallows. The nest of swallow, a symbol of opulence and prosperity, is brought to life on the Traditional House Bus. However, it is extremely difficult to build realistic sculptures with detailed shapes and gradient colors of the swallows. Moreover, the Singapore transport authority has strict regulations about the size, edge, protrusion and even the creative itself.
- ᱜᱚᱵᱮᱥᱚᱱᱟ
- The swallowtail roof in Southern Min style concaves up and diverges at both ends just like the tail of a swallow, hence the name. In the past, these types of roofs were considered a sign of wealth, and the upper class would incorporate them in the design of their ancestral shrines. They are also featured in temples, often with designs even more elaborate and intricate; this unique style of architecture can only be found in Taiwan and Southern Fujian.
- ᱯᱨᱮᱨᱚᱱᱟ
- Taiwan Tourism Bureau unveiled 2019 campaign to promote small indigenous towns in Taiwan. The first ever 3D bus of traditional Taiwanese house will roam the streets of Singapore, offering the public a brand-new vision of the charm of Taiwan.
Red brick houses remain a common sight in towns, such as Lukang Changhua, Hengchun old town, and etc. Retro floral patterns from old floral-tiled houses in Kinmen and Kaohsiung, invite people to explore the beauty of Taiwan and its cultural heritage. - ᱯᱨᱚᱡᱮᱠᱴ ᱥᱚᱢᱚᱭ
- The campaign started in July 25, 2019 and finished in October 16, 2019, and the buses was scheduled on routes 80, 502, 196, 186, and 157 in Singapore.
- ᱠᱟᱹᱢᱤ ᱦᱚᱨ
- If you happen to find yourself in Singapore, be sure to take a bus ride on routes 80, 502, 196, 186, and 157 and indulge in the charm of small Taiwanese towns!
- ᱴᱤᱢ ᱥᱮᱫᱟᱭ ᱠᱚ
- Creative Director:
Meng Chih Chiang
Designer:
Sunday Huang
Media Catalyst:
Gabriel Chee Hoe Ping
Production Manager:
Chee Fong Ling
Model:
Miranda Lien
Special Thanks:
Joy Chen - ᱪᱤᱛᱟᱹᱨ ᱥᱟᱹᱦᱟ
- Image #1: Photographer Matthias Chng
Image #2: Photographer Matthias Chng
Image #3: Photographer Matthias Chng
Image #4: Photographer Matthias Chng
Image #5: Photographer Matthias Chng
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ᱥᱟᱹᱜᱟᱹᱭ ᱰᱤᱡᱟᱭᱤᱱ ᱠᱚ
ᱢᱤᱫ ᱞᱮᱠᱟ ᱠᱮᱴᱮᱜᱚᱨᱤ ᱠᱷᱚᱱ ᱟᱨᱦᱚᱸ ᱯᱩᱨᱥᱠᱟᱨ ᱧᱟᱢᱟᱠᱟᱱ ᱰᱤᱡᱟᱭᱤᱱ ᱠᱚ ᱧᱮᱞ ᱢᱮ, ᱡᱚᱜᱭᱟᱛᱟ ᱧᱮᱞ ᱛᱮ ᱵᱟᱪᱷᱟᱣ ᱟᱠᱟᱱᱟ᱾
