My Future Heirloom
immersing brand content with the local art scene
- creative campaign
- artist collaboration
- product brochure design
- exhibition execution
| Curated by Joanne Deng / Creative direction by J. Lu
challenge
When jewelry brand Pans wants to talk about “legacy", it is important to make sure people remember the brand first — especially when the brand has only one new product to showcase in that season.
solution
Memory is not stagnant. With each passing moment, new shades are painted on, overlapping the present with each brushstroke. We explored the ties between a family heirloom and memory, culminating in an exhibition titled: “My Future Heirloom”
result
Although the exhibition was only held for two weeks, many netizens came to see the exhibition and took photos to share, which was able to reach a younger target audience demographic of younger women. The exhibition was well received by the media, not only being published by iDaily, the largest exhibition platform in China, but there were also many in-depth public reports, attracting several potential partners for Pans, successfully expanding the brand's exposure in the media locally and internationally.
| Photography / Leslie Zhang
the key words
Before the creative fermentation, we extend the brand's five senses of imagination through five keywords: "Time stands still for a moment", "Traces left by the years", "Collected corners", "Creating interactive opportunities for viewers", and "The intersection of art and life". We will use these five key words combined with insights from consumers' cultural trends to develop creative projects that will touch consumers' intuitive preferences.
| Installations / Chih Chiu, Yin-Hsin, Chang
consumer culture and trend insights
In first-tier cities such as Shanghai and Beijing, "exhibitions" have become a driving force behind public trends. From beauty and boutique brands, to design studios and celebrity artists, they have all launched public exhibitions as brand experiences for the audience to show off and post on social media. As a jewelry steward who wants to preserve the legacy of family, how can Pans adapt this trend to be more in line with the brand's values?
idea
Partnering with Shanghai’s quirkiest neighborhood art gallery, we collaborated with four different artists presenting a synesthetic experience that aimed to awaken the viewers’ warm childhood memories and family bonds through photography, Chinese calligraphy, poetry, and art installations, with Pans’ new collection pieces serving as the common link in the exhibition.
| Book Cover - Son Ni, Editorial Design & Calligraphy Art - Shauba Chang
| Poems / Joanne Deng | Calligraphy / Ching Chwang Ho
creative campaign
In order to create an elevated brand experience, we invited curator Joanne Deng to create an art exhibition for the annual launch of "Memoir", the newest addition to the Rite de Passage collection. Together with calligrapher Ching Chwang Ho, installation artists Chih Chiu x Yin-Hsin Chang and photographer Leslie Zhang, we explored the ties between family heirlooms and memories.
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