MUSE Gold

2025

Hualien General's Mansion 1936

Entrant Company

Hualien County Cultural Affairs Bureau

Category

Event - Municipal

Client's Name

Hualien County Cultural Affairs Bureau

Country / Region

Taiwan

Hualien General’s Mansion 1936 is a historic transformation project in Hualien, Taiwan that reimagines a cluster of 1930s Japanese military residences into a vibrant public cultural park. Once a restricted zone tied to the former Taiwan Infantry Second Regiment, the site has been reborn after four years of architectural restoration and landscape regeneration into an open civic venue.
The design follows a philosophy of “Subtraction and Inclusion.” Fences were removed to reconnect the site with the city, and historic alleys were restored to welcome pedestrians. Eight original timber structures—including one heritage-listed building—were preserved and respectfully repaired to retain their wooden textures, tiled roofs, and traditional Japanese features. These were carefully transformed into spaces for exhibitions, bookstores, cafes, and local brands, balancing historical continuity with new urban life.
Lighting plays a central role in shaping the site’s night-time identity. Drawing inspiration from the Japanese concept of “matsuri” (festival), the lighting design creates layers of experience. Gentle path lights and water reflections invite contemplation; bespoke lanterns on central walkways foster elegance and nostalgia; and warm string lights in food and bar alleys evoke celebration and community. The result is an immersive “Urban Living Room” that bridges day and night, past and present.
The project also integrates inclusive access, green landscape strategies, and a local operator partnership model to ensure long-term cultural and economic sustainability. As one of the largest cultural heritage revitalizations in eastern Taiwan, the park now serves as a living museum, a community marketplace, and a cultural destination—where heritage breathes and the public gathers.

Credits

Teng Hao
Yu Pei Wei
Yang Bo An
More Gold Winners
Video
2025
MUSE Advertising Awards - Lily

Entrant Company

DDD Studio

Category

Video - Cultural

Country / Region

China

Video
2025
MUSE Advertising Awards - Meet Kakee
So Drama! Entertainment

Entrant Company

So Drama! Entertainment

Category

Video - Entertainment

Country / Region

Singapore

Experiential & Immersive
2025
MUSE Advertising Awards - Vichy House of Collagen
L’Oréal Deutschland GmbH

Entrant Company

Pure Perfection GmbH

Category

Experiential & Immersive - Business to Business (NEW)

Country / Region

Germany

Marketing & Promotional
2025
MUSE Advertising Awards - XIN TIAN

Entrant Company

Changzhou Keep Feeling Cultural and Creative Co., Ltd

Category

Marketing & Promotional - Character Design

Country / Region

China