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Wallpaper* Magazine Thai edition

Art Direction Ideation Illustration / Image

Wallpaper* Thai edition commissioned Rice Creative to create a Vietnam themed cover for the magazine

Much of the issue was about Vietnam. The brief was to create a cover image, which would express modern Vietnam from our perspective.

We centered a concept around signage. The view from our office in the central business district of Ho Chi Minh City offers a sea of flickering LED and neon signage.

Everyone from fruit sellers, to money exchangers to gold and jewelry shops compete with bigger brighter and flashier signs.

The old facades of the buildings in the city recede further and further out of sight and with them some of the traditional symbols and patterns that can be found.

We wondered if we could flip the situation and see what a slew of traditional or historical symbols in neon would look like dominating the scene.

We designed and produced a series of custom neon and LED signs. Alternate compositions were constructed. We commissioned photographer
Neil Massey to shoot them for the cover.

Wallpaper* Magazine Thai edition

Art Direction Ideation Illustration / Image

Wallpaper* Thai edition commissioned Rice Creative to create a Vietnam themed cover for the magazine

Much of the issue was about Vietnam. The brief was to create a cover image, which would express modern Vietnam from our perspective.

We centered a concept around signage. The view from our office in the central business district of Ho Chi Minh City offers a sea of flickering LED and neon signage.

Everyone from fruit sellers, to money exchangers to gold and jewelry shops compete with bigger brighter and flashier signs.

The old facades of the buildings in the city recede further and further out of sight and with them some of the traditional symbols and patterns that can be found.

We wondered if we could flip the situation and see what a slew of traditional or historical symbols in neon would look like dominating the scene.

We designed and produced a series of custom neon and LED signs. Alternate compositions were constructed. We commissioned photographer
Neil Massey to shoot them for the cover.

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