GUESS WHICH BOOK IS IT?

Short List
TitleGUESS WHICH BOOK IS IT?
BrandYAN JI YOU BOOKSTORE
Product / ServiceYAN JI YOU BOOKSTORE
CategoryD01. Retail Environment & Experience Design
EntrantTHE NINE Shanghai, CHINA
Idea Creation THE NINE Shanghai, CHINA
Media Placement THE NINE Shanghai, CHINA
Production THE NINE Shanghai, CHINA

Credits

Name Company Position
Jody Xiong The Nine Shanghai Founder & Chief Creative Officer
Jody Xiong The Nine Shanghai Art Director
Hu Mo The Nine Shanghai 3D Designer
Jody Xiong The Nine Shanghai Graphic Designer
Candy Chen The Nine Shanghai Copywriter
Zhu Siqi The Nine Shanghai Account Manager
Chang Yaoping The Nine Shanghai Editor
Jody Xiong The Nine Shanghai Director

Cultural / Context information for the jury

Yan Ji You is China’s famous chain bookstore brand, the shop opened on 5th September in 2021 at Xiamen. They hope to hold a special event to communicate with consumers and attract more attention from consumers.

Tell the jury about the art direction.

We pick 8 different types of books from bookstore bestsellers, reappear the classical scene of the books three-dimensional by creating a series of sculptures that have a strong visual impact. The sculpture of a bug lying on the bed, designed based on Franz Kafka’s “The Metamorphosis”; A scary wolf crawl into the chimney, based on the famous British fairy tale “Three Little Pigs”; Magician Houdini's escape art, pregnant robots, one-legged brides, bearded women, are based on Shuji Terayama’s fantasy fiction “Fushigi Library”, and so on. Consumers may guess book titles basing on hints of certain sculptures, in order to get a discount. Through this series of interesting book guessing sculptures, the ‘unique reading philosophy’ of Yan Ji You Bookstores has been illustrated to consumers.