Seaside Home For Music Fans Campanha de Marketing Experiencial by Taobao Design is a highly esteemed winner of the very prestigious 2025 A' Design Award de Ouro in Design de Publicidade, Marketing e Comunicação Competition Category.
OuroPublicidade· 2025
Seaside Home For Music Fans Campanha de Marketing Experiencial
Client: Taobao Design
A' Design Award de Ouro Winner in Publicidade Category
- 155,964
- Verified Award Winner
- Verify Award Status for #171886
The Design
About Seaside Home For Music Fans Campanha de Marketing Experiencial
Seaside Home For Music Fans é um projeto de marketing baseado em cenários criado para um festival de música e artes realizado em Aranya. O cubo icônico da marca foi transformado em um holofote, acompanhado por cores em gradiente inspiradas no litoral e formas de ondas sonoras. As áreas de exposição presenciais ofereceram mostras multissensoriais e jogos relacionados à música por meio de instalações interativas. Uma transmissão ao vivo interativa permitiu que o público remoto percorresse as áreas e assistisse às apresentações. O espaço foi construído com estrutura leve de aço, materiais renováveis e tintas e tecidos de baixa emissão. Mais de 70.000 fãs participaram.
The Recognition
About the A' Design Award de Ouro
Seaside Home For Music Fans Campanha de Marketing Experiencial conquistou o A' Design Award de Ouro, um reconhecimento imensamente prestigiado atribuído a designs de primeira linha, maravilhosos e notáveis. Os vencedores do Ouro são criações extremamente inovadoras, visionárias e glamorosamente deslumbrantes, que refletem o prodígio, a sabedoria e a proeza dos seus designers. Espera-se que Seaside Home For Music Fans Campanha de Marketing Experiencial seja uma invenção muito elogiada, pioneira e monumental, que oferece um valor sem precedentes. Este design vencedor do A' Design Award de Ouro é um projeto espetacular e respeitado, que beneficia muito e faz avançar as fronteiras da arte, da ciência, do design e da tecnologia. Seaside Home For Music Fans Campanha de Marketing Experiencial cria sentimentos intensos de desejo, evoca paixão, incentiva a criatividade e fascina-nos.
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
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