A blessed New Year
With constant changes in modern society, economic development and consumer behaviour, it has become increasingly important to preserve traditions while at the same time embracing new business opportunities.
With Chinese New Year approaching, Taikoo Hui, a large-scale entertainment complex in the heart of Guangzhou, needed an innovative concept to defend its reputation as an iconic shopping and lifestyle destination. How do you keep your customer’s attention in a time of excessive consumption? By bringing back loved traditions in a surprising way.
Together with Tai Koo we brought back the long-gone tradition of “Cuju” or “Shouju” – an ancient Chinese form of football.
Based on this theme we created three areas in the mall: Shouju Street, Shouju Workshop and Cuju Games. We combined local traditional elements with the display of hundreds of Shouji artworks. The highlight: A large golden Shouju tree symbolizing luck and seasonal wishes. In order to get into a festive mood, visitors could immerse themselves in a series of activities such as crafting festive decoration, theme workshops about the ancient production steps, live performances and other interactive experiences.
