The Fridge


Information
Works
Play

The Fridge is a creative and design practice based in Paris, founded by Tian Bai, an art director and designer with a decade of immersive study
and professional experience spanning France and China,
he has honed his skills across various domains of design, encompassing branding, packaging, editorial, digital, advertising and experiential realms.

His work widely recognized by a number of major design awards such as D&AD Awards, The One Club for Creativity, The ADC Annual Awards, New York Type Director's Club, New York Festivals Advertising Awards, Tokyo TDC, Red Dot Design Award and Asia-Pacific Design.

Passionate about embracing fresh challenges and engaging in stimulating projects, Tian remains eager to explore the delicate equilibrium between business and art through strategic, creative thinking and visual language.
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




More projects

Credex
Insight & Forecast 2021
Babart
©The Fridge 2024            48°51′24″N 2°21′08″E