Seaside Home For Music Fans Kev Tshaj Tawm Kev Lag Luam Uas Muab Kev Paub Tau Tiag Tiag by Taobao Design

Seaside Home For Music Fans Kev Tshaj Tawm Kev Lag Luam Uas Muab Kev Paub Tau Tiag Tiag by Taobao Design is a highly esteemed winner of the very prestigious 2025 A' Design Award Kub in Tsim Kev Tshaj Tawm, Kev Lag Luam thiab Kev Sib Txuas Lus Competition Category.

KubKev Tshaj Tawm· 2025

Seaside Home For Music Fans Kev Tshaj Tawm Kev Lag Luam Uas Muab Kev Paub Tau Tiag Tiag

by Taobao Design

Client: Taobao Design

A' Design Award Kub Winner in Kev Tshaj Tawm Category

155,964

Verified Award Winner

Verify Award Status for #171886

View at A' Design Award Press Release Award Badge

Colors

The Design

About Seaside Home For Music Fans Kev Tshaj Tawm Kev Lag Luam Uas Muab Kev Paub Tau Tiag Tiag

Seaside Home For Music Fans yog ib qhov project tshaj tawm kev lag luam raws li xwm txheej uas tsim rau lub koob tsheej suab paj nruag thiab kev kos duab uas muaj nyob rau hauv Aranya. Lub thawv plaub fab uas yog lub cim tseem ceeb ntawm lub npe lag luam tau raug hloov ua lub teeb nrhiav, koom nrog cov xim ntug hiav txwv uas hloov zuj zus thiab cov duab nthwv suab. Cov chaw nthuav qhia sab nraud tau muab kev nthuav qhia uas siv ntau yam kev hnov thiab cov kev ua si ntsig txog suab paj nruag los ntawm cov khoom teeb tsa uas sib cuam tshuam tau. Ib qho kev tshaj tawm nyob tam sim uas sib cuam tshuam tau ua rau cov neeg saib nyob deb tuaj yeem ncig xyuas cov chaw thiab saib cov kev ua yeeb yam. Qhov chaw tau tsim los ntawm cov txheej hlau sib me, cov ntaub ntawv uas siv dua tshiab tau thiab cov xim pleev thiab cov ntaub uas tso pa tsis ntau. Muaj tshaj 70,000 tus neeg nyiam suab paj nruag tuaj koom.

The Recognition

About the A' Design Award Kub

Seaside Home For Music Fans Kev Tshaj Tawm Kev Lag Luam Uas Muab Kev Paub Tau Tiag Tiag yog tus yeej ntawm A' Design Award Kub, ib qho kev lees paub muaj meej mom heev uas muab rau cov qauv tsim qib ib, zoo kawg nkaus thiab tshwj xeeb. Cov neeg yeej Kub yog cov khoom tsim tshiab heev, pom deb heev thiab ci ntsa iab uas qhia txog kev txawj ntse, kev txawj thiab lub zog ntawm cov kws tsim qauv. Seaside Home For Music Fans Kev Tshaj Tawm Kev Lag Luam Uas Muab Kev Paub Tau Tiag Tiag xav tias yuav yog ib qho kev tsim uas tau txais kev qhuas ntau, tsim kev nyiam tshiab thiab loj uas ua rau muaj nqi tsis tau muaj dua. Cov qauv tsim yeej A' Design Award Kub no yog ib qho haujlwm zoo kawg nkaus thiab muaj kev hwm uas pab tau ntau thiab nthuav dav ciam teb ntawm kev kos duab, kev tshawb fawb, kev tsim qauv thiab thev naus laus zis. Seaside Home For Music Fans Kev Tshaj Tawm Kev Lag Luam Uas Muab Kev Paub Tau Tiag Tiag ua rau muaj kev xav tau heev, txhawb kev mob siab, txhawb kev tsim tshiab thiab ua rau peb xav tsis thoob.

Behind the Design

Press Kit

Credits, team members and technical details provided by the designer.

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.
Team Members: Gu Xiaoyuan
Yu Han
Sun Qi
Zhu bin