1. The concept of design is to enroll experience in the space design
method, meaning audiences would not only “see” what is being ex-
hibited, but “feel” and become a participant of historical narratives.
In and Out of the Academy
The three parts of the school’s location history allocate in three
exhibition halls at the Academy of Arts and Design Tsinghua
University. The first and the third exhibition hall, which are
more closed and short, is more suitable for the early ages of
the school. While the more open and the high fourth exhibi-
tion hall was used to express the idea of openness and inter-
disciplinary platform of the school in the 21st century.
Current Student/
Faculty
Alumnus
Artists/
Designers
Participants
Volunteers
Host
Organizers
Honored guests
Sponsors
Invited visitors
Honored guests
Invited visitors
Walk-in visitors
Three Exhibition Halls Support the Concept
Inside and outside space
Baiduizi Interdisciplinary schoolEra of DesignRecovery
from the
Cultural
Revolution
The Reform &
Opening-up
Policy
Preparation
Period
Anti-Rightist
Movement
Exihibition
Timeline
Audience
Emotion
Line
1965 1966 1968 1978 1980 1990 2005
Theme 2
Guanghua Road Era
Theme 1
Baiduizi Era
Theme 3
Tsinghua Era
In- Condition of the
School in its Earliest
Years
Out- External Condi-
tions of Establishing the
School
Out- Desolate Swamps
Out- Down to the Coun-
tryside
Out- Flourishing Busi-
ness District
Out- International Environment
Out- Design and Pro-
ductivity
Out- Restoration of
social Order
In- Passionate about
Learning
In- Student Works
In- Artworks In the Field
In- The Precious School
Bandage
In- Design firm
In- Computer Aided
design
“Feel” the History

2. Communication Plan
Intent audience:
Jian Hang,
Exhibition curator; principal head of the 6th anniversary’s plan-
ning committee; head editor of Decoration Magazine; Head of the
Department of Art History, Academy of Arts and Design Tsinghua
University
Situation
Project biding
I am a lead of a small exhibition design firm. I have a team of 5
who worked on this proposal together. I have to present our pro-
posal to the anniversary planning committee.
My Goal is to convince them to consider my proposal and autho-
rize me in charge of realizing the actual exhibition.
Background
The Academy of Arts and Design had a large and prosperous an-
niversary event on its 40th birthday on its old campus. However, it
has not had a successful exhibition of the school’s history since it
merged with Tsinghua University. The school wants to enhance its
position in arts and design field in China through this opportunity.
Hundreds of alumnus will be invited to the final exhibition. There
will also be academic events happening during the anniversary
month.
Key message
To explain the In and Out concept to the committee. To convince
them that history should be presented in a creative way to engage
audiences.