Seaside Home For Music Fans Faʻalauteleina o Faʻasalalauga Faʻapitoa Faʻalogona by Taobao Design

Seaside Home For Music Fans Faʻalauteleina o Faʻasalalauga Faʻapitoa Faʻalogona by Taobao Design is a highly esteemed winner of the very prestigious 2025 A' Design Award Auro in Mamanu Fa'alauiloa Competition Category.

AuroFa'alauiloa· 2025

Seaside Home For Music Fans Faʻalauteleina o Faʻasalalauga Faʻapitoa Faʻalogona

by Taobao Design

Client: Taobao Design

A' Design Award Auro Winner in Fa'alauiloa 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 Faʻalauteleina o Faʻasalalauga Faʻapitoa Faʻalogona

O le Seaside Home For Music Fans o se galuega faʻatauvaʻa faʻasalalauga faʻavae i luga o se faʻataʻitaʻiga na faia mo se faʻafiafiaga o musika ma faatufugaga na faia i Aranya. O le pusa faʻailoga lauiloa o le faʻailoga tau pisinisi na suia e avea ma moli suʻesuʻe, faʻatasi ma lanu suiga malie o le gataifale ma foliga o galu leo. O nofoaga faʻaaliga i fafo na ofoina atu faʻaaliga e faʻaaogaina ai le tele o lagona ma taʻaloga e fesoʻotaʻi ma musika e ala i faʻapipiʻiga fegalegaleaʻi. O se faʻasalalauga tuusaʻo fegalegaleaʻi na mafai ai e le au maimoa mamao ona asiasi i nofoaga ma matamata i faʻafiafiaga. O le nofoaga na fausia i se faʻavaa uʻamea mama, mea faʻaaogaina e mafai ona toe faʻafouina ma vali ma ie e maualalo le faʻaosoina o le kasa. E silia ma le 70,000 tagata fiafia na auai.

The Recognition

About the A' Design Award Auro

O le A' Design Award Auro na manumalo ai Seaside Home For Music Fans Faʻalauteleina o Faʻasalalauga Faʻapitoa Faʻalogona, o se faamaoniga matuā mamalu e tuuina atu i mamanu o le tulaga muamua, matagofie ma maoaʻe. O ē manumalo i le Auro o galuega fou tele, matuā vaai i le lumanaʻi ma susulu e faaalia ai le atamai, le poto ma le tomai o tagata mamanu. E faamoemoeina Seaside Home For Music Fans Faʻalauteleina o Faʻasalalauga Faʻapitoa Faʻalogona e avea ma mea fou e matuā vivii, e faatulaga ai uiga fou ma tetele, e tuuina mai ai se tau e leʻi iai muamua. O lenei mamanu na manumalo i le A' Design Award Auro o se galuega ofoofogia, ua faaaloalogia, e aogā tele ma tuleia atu tapulaʻa o le faatufugaga, saienisi, mamanu ma tekonolosi. Seaside Home For Music Fans Faʻalauteleina o Faʻasalalauga Faʻapitoa Faʻalogona e fatuina ai lagona malosi o le manaʻo, faaosofia le tuinanau, faalauiloa le fatufatuaʻi ma faamalosia i tatou.

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