Ningbo INCITY has unveiled a special exhibit titled Kevin Tsai’s Secret Study, showcasing a total of 166 movies, historical posters, retro publications, and rare books from last century. Viewers would be entreated to a historical adventure that stretches back 180 years and witness the rise of the West as Eastern civilizations retreat backstage and how the wheels of history leave their marks upon these fading memories. “Although my father is no longer around, I believe that he would be glad to know that I’ve selected Ningbo as the first city to host this exhibit.” Kevin said.
As a collector of old, ancient books himself, Kevin be at the exhibit narrated the background story behind each collection. “Anything that lends us strength could be collectible. It could range from ticket stubs to posters.” To Kevin, the act of collection is a manifestation of his will and strength. Memories and stories lend these pieces of paper intangible weight. “I have been attached to printed documents since I was a boy. I would try to get my hands on memorable documents and bills when I can. I later got into movies and drama. It is very important for me to be able to see imageries that represent these movies. This is why I’ve collected a series of movie posters. The first movie poster I’ve collected was one directed by Hitchcock. This is why I have this bird on my shoulder.”
When asked about his motivations for hosting this tour exhibit, Kevin explained, “We often wonder what other people thought about us. I wanted to see how we’re regarded.” This Secret Study exhibit also included many magazines printed in Europe and the United States during the late Qing dynasty. Western perspectives shown in these magazines would help people understand the stance and views of others regarding the same events. “The printers of these magazines in Italy or Spain probably never thought that these materials would appear in Ningbo and surrounded by millennials 100 years later. This is really an interesting phenomenon.”
Unlike traditional exhibits, Ningbo INCITY also incorporated a number of innovative technological elements. An example would be a holographicprojection of Kevin Tsai that allows viewers to meet him face to face. This was the first time that INCITY collaborated with Viscovery’s innovative and spectacular image recognition technology. Viewers could photograph various magazines and exhibits to understand their background stories.
“It’s hard to imagine that such technologies have already reached such levels of maturity.” Kevin Tsai added, “I encountered difficulties in the past, wanting to use a picture but had no idea about its source. Nowadays, users can simply take a picture and review information about the work. This is quite unbelievable.”
Preliminary promotion work was done in collaboration with Viscovery as part of the movement against fragmented reading. Books were photographed and identified in the campaign of “providing love to children living in remote villages”. Every book successfully identified using image recognition technology would result in a donation to a reading fund for remote elementary schools. Over 30,000 people participated in the campaign within a week, drawing public attention to the importance of reading.
Such innovative partnerships with different industries have paved the way for image technology applications of business centers in China. Visitors can simply photograph displayed items within the exhibit area of the Secret Study to interact with it. Interestingly, one can also simply takeaway fabulous prices and coupons using the same image recognition technology as well. The exhibit experience is thus successfully combined with shopping. User cellphone interactions would be leveraged to achieve brand value-adding experiences. Entertainment and knowledge were provided as pull factors to promote sales performance and brand marketing within the mall.