The Inconvenience Store is an edible art exhibition that encourages people to eat better. It questions our everyday way of eating. Under the “convenience store” concept, this exhibition communicates the side effects of choosing convenience over health – using experience design that provokes all of our five senses.
We look at the needs of today’s generation of consumers who are eco-conscious and socially aware. Even so, there’s not enough space for them to express themselves creatively. People want social justice but they are fed up with the street protests which bring no joy to their hearts.
Monkey Riding Tiger, the organizer, offers to be the space for their expression where people can come together and find creative solutions on social problems using art, design and food as mediums. This way, not only can we serve people who are already aware of the issues, but also enroll new groups of people who don’t have the awareness to come to be aware of the problem and collaborate to find better solutions.
As Thais, we are big about our eating culture. The food culture in Thailand is world renown. Bringing local food up as the main medium of communication definitely adds value to the culture in a new way. Moreover, it creates more awareness of sustainable eating in Thailand.
The main methods of communication in this exhibition are parody and extreme contrast.
Parody can be seen in the design of the logo, it mimics Thailand’s famous convenience store logo to call for attention. Extreme contrast can be seen in the posters, combining famous convenience store food items with toxic items such as chemicals, medical instruments and dangerous items such as razors. This is to create interpretation conflict and get attention
The exhibition is designed to create a new art experience through multimedia and food. It creates new ways of learning experience and stimulates interests and awareness about social issues.
The corporate identity of this exhibition is designed to stimulate curiosity. It attracts many different groups of people including people who already have food awareness and interests about food experience and Gen Z audiences who are interested in getting new experiences and are enthusiastic to participate in the social movement.
The exhibition itself consists of food experience and multimedia but the text descriptions are not provided. The audiences have their own space to gather the information from what they see, hear, smell, taste and touch and translate the message on their own.
The Inconvenience store is the first digital art exhibition that talks about social issues through food, art and design. It hopes that the participants will be more aware of the problems in our food supply chain and in our social structure.
The content is shown using a projection mapping method.
The food menu is experimental. Eg. the glow-in-the-dark course that’s the result of researching which natural ingredient can glow in the dark under the black UV light.
All the design deliverables for The Inconvenience Store Exhibition is designed based on the awareness of the environment. All the packaging and collaterals are plastic free, recyclable and durable so that the audiences can keep the collateral for keepsake and also can recycle the material if needed.
We refrained from using any plastic material in the exhibition’s collateral design. All material used are made of paper and other recyclable materials.
- Agency/Creative: The Head and The Heart Studio
- Article Title: The Inconvenience Store Experience Design by The Head and The Heart Studio
- Organisation/Entity: Agency
- Project Type: Service
- Project Status: Published
- Agency/Creative Country: Thailand
- Agency/Creative City: Bangkok
- Market Region: Asia
- Project Deliverables: Brand Experience, Brand Identity, Creative Direction, Design, Digital Art, Environmental Graphics, Exhibition Design, Logo Design, User Experience
- Industry: Food/Beverage
- Keywords: Experience Design
Art director: Manasrawee Wongpradu
Designer: Piyames Wuttichalermwat
Designer: Teerada Tipyawat