Objectives

Chinese gold jewelry brand “Laofengxiang“(“老凤祥”) was founded in 1848 A.D. Now the national brand is infused with science, industry and trade; while the company is capable of production, supply and sales. With a complete business category and diversified product line, Laofengxiang is renowned with its three centuries life time span and outstanding level in national industry.

In order to rejuvenate the traditional jewelry brand, to deeply interact with Z generations, Shop! Greater China sets up “Wedding Ceremony” as contest theme. Entrants need to design a wedding-themed pop-up store for Laofengxiang to promote a “Chinese trend" of jewelry industry.
 

How were the objectives met?

The culture of Shanghai Laofengxiang Co., Ltd. originated from the Laofengxiang Yinlou in 1848. It is a century-old brand in China. Laofengxiang’s products have always been adhering to the heart of craftsmanship, making products with national characteristics for the Chinese;Palace lanterns have a history of thousands of years in China. As special handicrafts produced by China’s handicraft industry, they are well-known in the world and have become a symbol of traditional Chinese culture. Even in the Qing Dynasty, palace lanterns became the emperor’s reward for their preciousness. A gift from a minister. ""The Grand View of Wild History of the Qing Dynasty"" contains: ""When the year is customized, all the princes and ministers will all give it. The former ministers all give a year-round safe purse and a number of lamps."";Therefore, I hope to use palace lanterns to express Lao Fengxiang’s cherishment for the customers who come, and the cherishment of every love. Such a pop-up store can not only integrate the national culture and traditional wedding etiquette, but also reflect the integration of Lao Fengxiang for a century. The company’s corporate culture creates a unique pop-up store with a distinctive national culture.

Location: Shanghai, Shanghai, China

Submitter: Shanghai Art & Design Academy

No