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, 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.

Project MICA Art Museum
The identity of the MICA Art Museum is deeply rooted in the visionary architecture of its building—the final project by Zaha Hadid, a legendary figure in contemporary design. 

Known for her fluid forms and futuristic structures, Hadid’s signature language of motion and curvature becomes the foundation for the museum’s graphic identity. The letter M is interpreted as an elegant curve—echoing the dynamic lines of the building—and merges seamlessly with the A in "Art" to form MAM, a monogram that flows as one continuous gesture. 

This synthesis not only captures the museum's name but also reflects Hadid's belief in organic, boundary-breaking design. Surrounding this central form, the concept of ripples represents the museum’s expanding impact—both locally and globally. 

Just as a hibiscus flower emerges delicately from water, the MICA Art Museum rises as a cultural force, blossoming from Hadid’s final vision into a symbol of artistic legacy and future dialogue. Auxiliary graphics draw from the building’s sculptural geometry and fluid surfaces—using soft ripple patterns and floral abstractions to communicate motion, transformation, and creative energy.

Category: Non-profit, Culture and Education, Visual Identity
Client: MICA Art Museum, Chang Sha
Year: 2024Creative & Design: Tian Bai
Motion: Frederic Granon



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