The Fridge
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The Fridge is a creative
practice of Tian Bai,
an award-winning art director, designer based in Paris. With over a decade of professional experience across France and China, he has developed a multidisciplinary expertise spanning branding, packaging, editorial, digital, advertising,
and experiential design.

His work has been recognized by some of the industry’s most respected institutions, including D&AD Awards, Cannes Lions International Festival of Creativity, The One Club for Creativity, ADC Annual Awards, New York Type Directors Club, New York Festivals Advertising Awards, Tokyo TDC, Red Dot Design Award, and Asia-Pacific Design.

Driven by a deep appreciation for visual culture, conceptual thinking, Tian approaches each project as a space for exploration, seeking nuance, narrative, and emotion within the design process. His work aims to transcend functionality, shaping experiences that are both visually compelling and intellectually resonant.

ProjectARC'TERYX
At the core of Arc'teryx lies a profound connection with the mountains—a connection that defines their purpose and fuels their creativity. This relationship with nature is more than inspiration; it is the foundation of the brand's DNA and drives every element of their design philosophy.

"The only way to build the right gear for this environment was to build the company in this environment. 
We can't separate manufacturing from idea, or from location."

This commitment grounds their approach to crafting gear that withstands the rugged landscapes for which it is created. Arc'teryx was born in the Coast Mountains of British Columbia, where the relentless forces of nature test 
the limits of design. Here, the imposing peaks—Crown Mountain, the Tantalus Range, and The Owls—provide both the ultimate testing ground and the inspiration for innovation.

Their designs are not merely influenced by these landscapes; they are intrinsically tied to them. Every piece of gear is a response to the demands of this environment, blending functionality, durability, and a respect for the wild. This philosophy ensures that Arc'teryx products aren’t just built for the mountains—they are built by the mountains.

Category: Experiment, Advertisement, Poster
Client: Arc’teyx, Concept
Year: 2024Creative & Design: Tian Bai




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