Òr Sanasachd · 2025
Seaside Home For Music Fans Iomairt Mhargaidheachd Eòlas-stèidhichte
- Duais Òir A' Design Award 2025 in Sanasachd
- CLIENT: Taobao Design
- Estimated Number of Design Views: 155,964
- Verification code D34EA4D056 · Verify this award
Colors
About Seaside Home For Music Fans Iomairt Mhargaidheachd Eòlas-stèidhichte
'S e pròiseact margaidheachd stèidhichte air suidheachadh a th' ann an Dachaigh Ri Taobh na Mara Do Luchd-leantainn Ciùil, a chaidh a chruthachadh airson fèis ciùil is ealain a chaidh a chumail ann an Aranya. Chaidh ciùb suaicheanta a' bhranda atharrachadh gu bhith na sholas-siridh, còmhla ri dathan caisead an oirthir agus cumaidhean tonn-chruth claisneachd. Bha raointean taisbeanaidh far-loidhne a' tabhann thaisbeanaidhean ioma-mhothachail agus gheamannan co-cheangailte ri ceòl tro ionnstaladh eadar-ghnìomhach. Le sruthadh beò eadar-ghnìomhach b' urrainn do luchd-èisteachd iomallach cuairt a ghabhail air na raointean agus coimhead air taisbeanaidhean. Chaidh an t-ionad a thogail le frèam stàilinn aotrom, stuthan ath-nuadhachail agus peantaichean is aodaichean le sgaoilidhean ìosal. Fhritheil còrr is 70,000 neach-leantainn.
About the Duais Òir A' Design Award
Tha Seaside Home For Music Fans Iomairt Mhargaidheachd Eòlas-stèidhichte air Duais Òir A' Design Award a bhuannachadh, aithneachadh anabarrach urramach a bheirear do dhealbhaidhean den chiad ìre, mìorbhaileach agus sònraichte. Tha buannaichean Òir nan cruthachaidhean anabarrach ùr-ghnàthach, làn lèirsinn agus drùidhteach a nochdas gèinidh, gliocas agus comas an luchd-dealbhaidh. Thathar an dùil gum bi Seaside Home For Music Fans Iomairt Mhargaidheachd Eòlas-stèidhichte na innleachd a gheibh moladh mòr, a stèidhicheas gluasadan agus mòr-chuimhneachain a bheir luach nach fhacas riamh roimhe. Tha an dealbhadh seo a bhuannaich Duais Òir A' Design Award na phròiseact sònraichte, urramach a bhrosnaicheas crìochan ealain, saidheans, dealbhaidh agus teicneolais gu mòr. Bidh Seaside Home For Music Fans Iomairt Mhargaidheachd Eòlas-stèidhichte a' cruthachadh faireachdainnean làidir miann, a' dùsgadh dealas, a' brosnachadh cruthachalachd agus a' glacadh sinn.
Press Kit
- Unique Properties
- This project,a collaboration between Tmall Heybox and 2024 Aranya Xiami Music and Arts Festival, employed a scenario based marketing plan to marry the brand with the festival culture. Tmall Heybox transformed its iconic cube into a searchlight to resemble a dazzling stage and a gradient coastline, building an emotional bond between the brand and young audiences. The project created an online and offline marketing matrix, improving brand exposure, audience engagement, and cultural resonance.
- Dimensions & Packaging
- This project attracted more than 70,000 fans.
- Tags
- Aranya Xiami Music and Arts Festival, key visual design for Tmall Heybox, visual expression of Home for Music Fans, theme exhibition areas with multisensory immersive experience, interactive live stream
- Production Technology
- The Home for Music Fans employed sustainable, renewable materials with low environmental impact, aiming to create a comfortable venue full of seaside charm for fans to enjoy music. The lightweight steel frame, combined with premium materials and exquisite craftsmanship, ensured safety and durability. Additionally, nontoxic wall paints and curtain fabrics that contain low volatile organic compounds were utilized, contributing to a fresh and safe environment.
- Design Challenge
- The challenge was achieving a unity of the brand and the festival. This project subtly married the brand characteristics with the festival culture. The posters echoed the key visual of the festival through visual elements like colors and shapes. The offline stage and the Home for Music Fans were differentiated, with the former for quick experience while the latter for slow consumption. Its combination with the live stream studio provided a seamless experience across online and offline settings.
- Research
- 2024 Aranya Xiami Music and Arts Festival attracted numerous young audiences valuing fashion and quality, aligning closely with the target consumer of Tmall Heybox. The project, taking the festival as the medium, integrated the brand into a cultural landmark, with the Home for Music Fans introducing five major brands for traffic sharing, resulting in great promotional effects both online and offline. It built a marketing loop of product experience, emotional resonance and social sharing.
- Inspiration
- The iconic cube of Tmall Heybox was transformed into a searchlight. Vivid colors against a black background mimicked a seaside sunset. Geometric blocks and audio waveform brought to mind rhythmic music, and reflections helped create a seaside scenario. The Home for Music Fans, inspired by the Aranya Church, featured a top angle symbolizing upward growth. It extended along the coastline, with exhibition areas corresponding to life moments, echoing the slogan of life is about living a few moments.
- Project Duration
- The project was implemented in Aranya from August 30, 2024, to September 1, 2024.
- Operation Flow
- Offline theme exhibition areas with multisensory immersive experience enabled audiences to experience the products of certain brands and participate in music related games through interactive installations.
Thanks to full process interactive live stream, audiences could virtually tour exhibition areas, watch new product launches, and appreciate performances. This broke the physical limitations of traditional offline activities, ensuring real time online interaction between brands and audiences.
