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, Lao Feng Xiang sets up “Wedding Ceremony” as contest theme. Entrants need to design a wedding-themed pop-up store for brand to promote a “Chinese trend" of jewelry industry.
 

How were the objectives met?

Lao Fengxiang is a century-old brand in China's jewelry industry . Similarly, "三书六礼（three letters and six rites) and “十里红妆"（ten miles of wedding rouge) are the symbolic concepts of traditional Chinese weddings for a century.People expect themselves to experience the beauty of classical weddings more realistically. Therefore, we have created an experience-focused pop-up store for 20-35 year olds who are concerned about weddings, so that people can experience traditional Chinese weddings.We focus on creating an interactive device to promote jewelry，people sitting in front of the dressing table can see themselves in the mirror in real time. Lao Fengxiang is equipped with accessories and looks like matching makeup and clothing. The device has a sharing function that allows customers to share their offline experience and enhance the influence of the pop-up store.We can use new media technology to present the try-on scenes more conveniently and give participants a brand new Visual experience

Location: Guangzhou, Guangdong, China

Submitter: School of Visual Art Design, Guangzhou Academy of Fine Arts

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