MUSE Platinum

2026

NPM Boutique — The Gong Edition

Entrant

National Palace Museum

Category

Advertising - Online Ad (Single)

Client's Name

National Palace Museum

Country / Region

Taiwan

Inside the NPM Store, time moves quietly as motifs from history and traces of the past are transformed into objects for everyday life, resting calmly on the shelves and waiting to be understood and chosen. There is a male staff member in the store named Gu, who knows the stories behind each item and moves between moments of busyness and stillness while watching over a space shaped by time. Gong has always been a rational person; she trusts logic, believes decisions should have clear reasons, and prefers emotions that can be explained. Until one day, she walks into the NPM Store. Perhaps it is an accidental glance, or a brief and polite conversation during a product introduction, but for the first time she realizes that some feelings do not follow the rules she knows. She cannot explain why her gaze lingers, nor why her steps keep leading her back here. And so, she begins to return again and again—sometimes for a small purchase, sometimes simply to stay a little longer, finding reasonable excuses for her rational mind among artifacts and designs. Gu gradually notices her familiar presence; within the repetition of daily routines, her visits become a subtle change in time. In a place that preserves memory and history, reason and unexplainable attraction quietly coexist. Nothing is spoken aloud and there is no clear beginning—only repeated encounters slowly forming an unspoken understanding. Some affections do not need to be fully explained; they simply begin, quietly, at the NPM Store.

Credits

Producer , Director & Screenwriter/Absolute Image Studio
Huang Ziji
Installation Design / Absolute Image Studio
Tsai Meng-Hang
Production Company
Absolute Image Studio
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