On April 11, 2014, a simple and elegant re-open ceremony for the reconstruction project of Shanghai Auto Museum (SAM) was held. In this project, the deepened design and implementation was overall contracted by Gush Multimedia, the multimedia creation and production was carried out by Shanghai Gush Multimedia Technology Co., Ltd, and the conceptual design was undertaken by ATB, a German company which was responsible for the exhibition design of MBW Museum. The reconstruction focused on the antique car pavilion on the 2nd floor, almost totally changed the original pattern and emphasized on the relation between auto and humanity, and the sentiment between auto and human. The combination of the exhibited items, rich multimedia content, pictures and texts will build a totally new space for visitors to enjoy antique cars.
As put it by Ferdinand Porsche, those who fortunate to fulfill their dreams are responsible for protecting those dreams. The re-opened SAM just provides a space for collecting autos and protecting auto dreams. Some 40 well-selected vintage cars and hundreds of classical auxiliary exhibition items offer audiences with an auto cultural journey full of surprises. The new pavilion covers an area of about 2,000 m2. The whole reconstruction lasted for four months, and the work team, headed by Zhao Yunfeng, Managing Director of Gush Multimedia, operated its works with the wisdoms from all team members. The exhibition space are divided into seven sections including “Vibrant Times”, “Golden Times”, “Drive With Dream”, “Attractive Autos”, “Fascinating Flavors”, “National Dream” and “Legendary Machines”. Some 40 antique cars comprise of Peugeot Type 39 (1902), Rolls Royce Silver Ghost(1921), Mercedes-Benz 300 SL, Mini Cooper, E-type (Jaguar E-Type), Ford Mustang GT, CA770 and SH760A, etc. Each car denotes the human development from a perspective. Meanwhile, hundreds of auxiliary exhibition items either show the industrial design achievements or reflect the past life memories, attracting you from other perspectives.
We can also not afford to neglect the complete set of antique car models and series of antique tankers. It is noteworthy that besides providing static antique car exhibition, the SAM also tries to create the new dynamic visual and audio experiences. Four specially produced micro films reconstruct history with live visual impressions, demonstrating the auto lives of different times and regions to bring trans-time-and-space experiences to visitors. The SAM also collected classic music of various times to enable visitors to order their favorite sounds via digital jukebox while enjoying the exhibition in a short distance. The fine exhibition items, precious history document, soft exhibition lights and rich multimedia interactions will create an excellent antique car appreciation atmosphere to audiences. Each antique car has its life and its own history. Visitors can experience the creativity and affection behind those exhibition items.
After fully understanding client demands, project orientation and culture features, Gush Multimedia, started from exhibition orientation and theme design, gradually built the exhibition framework, made out the creation concept of exhibition items and space, conducted the phase designs for exhibition items and system, produced various exhibition necessities, implemented the exhibition operation and managed the follow-up maintenance. As an EPC project, Gush Multimedia finally handed its work that can be directly opened for exhibition to the SAM.
Shanghai Auto Museum, the first dedicated auto museum in China, is located in the Auto Expo Park of Shanghai International Automobile City. The museum covers an area of 28,000 m2, and its exhibition area exceeds 10,000 m2. With more than 400 million yuan’s investment, it was completed on Oct. 24th, 2006, and opened to the public on January 17, 2007. As Shanghai’s first professional museum that combines history, profiles, technology and originality of automobiles. Featuring a history museum, a modern technology exhibition hall, a vintage auto collection museum, and a brand culture exhibition hall, Shanghai Auto Museum presents to the public a brand new comprehensive idea. It demonstrates features of the auto industry through various typical auto, and autos’ far-reaching influence on human society through development history. It interprets Shanghai’s toleration spirit from a neutral perspective. Shanghai auto museum conducts a systematical review on the history of the automobile. It offers a perfect place for youngsters to learn about the history, technology and culture about autos