Dragon Boat Festival 2024
Shangri-La, renowned for its harmonious blend of East and West, has been a symbol of luxury and elegance since opening its first hotel in 1971. With a focus on inclusive Asian hospitality and timeless classics, Shangri-La continually seeks innovative ways to enhance brand desirability. In line with this mission, the Dragon Boat Festival 2024 campaign, titled “粽韵•映现 THE SUMMER SYMPHONY,” aims to captivate customers through exquisite packaging design, visual merchandise design, and engaging multimedia elements like photography, key visuals and promotional video. This festive showcase by DASH demonstrates the strategic significance of seasonal merchandise development in boosting business growth and enhancing the customer experience.
sector
hospitality
work
creative direction / art direction / packaging design / key visual design / visual merchandising design / animation design and production / photography / copywriting
Dragon Boat Festival 2024
Shangri-La, renowned for its harmonious blend of East and West, has been a symbol of luxury and elegance since opening its first hotel in 1971. With a focus on inclusive Asian hospitality and timeless classics, Shangri-La continually seeks innovative ways to enhance brand desirability. In line with this mission, the Dragon Boat Festival 2024 campaign, titled “粽韵•映现 THE SUMMER SYMPHONY,” aims to captivate customers through exquisite packaging design, visual merchandise design, and engaging multimedia elements like photography, key visuals and promotional video. This festive showcase by DASH demonstrates the strategic significance of seasonal merchandise development in boosting business growth and enhancing the customer experience.
sector
hospitality
work
creative direction / art direction / packaging design / key visual design / visual merchandising design / animation design and production / photography / copywriting
Challenge.
The Dragon Boat Festival is steeped in rich cultural traditions and folk customs, which pose a unique challenge in creating designs that are both modern and reflective of Asian heritage. The packaging design needs to convey luxury, premiumness, and a touch of whimsy, ensuring it appeals to contemporary tastes while honoring tradition. Additionally, the design must consider practical aspects such as sustainability, transportation durability, and compliance with Chinese regulations. DASH faced the challenge of merging these diverse elements to create a seamless customer experience that aligns with Shangri-La’s brand pillars: inclusive Asian hospitality, timeless classics, and fun & whimsical touches.
Creative Design &Development.
Packaging Design
The core concept, “从香格里拉的窗，如畫般，去感受端午节。Through the Shangri-La Window,” encapsulates the essence of experiencing the Dragon Boat Festival through the elegant window of Shangri-La. It features intricate oriental aesthetics and modern touches, symbolizing the festival’s heritage and contemporary luxury, which is a masterful combination of traditional Chinese aesthetics and contemporary luxury.
The design employs a rich and harmonious color palette featuring deep greens, vibrant reds, soft aquas, and warm golds. These colors are traditionally associated with prosperity, good fortune, and elegance, making them perfect for festive celebrations. The diverse shapes of the packaging, including hexagonal and octagonal boxes as well as traditional rectangular forms, add a playful element of surprise and enhance the unboxing experience. Each box features a cut-out window that provides a glimpse of the intricate designs inside, inviting curiosity and engagement.
Illustrative art plays a central role in the design, with serene landscapes, mountains, rivers, blooming flowers, birds, and butterflies rendered in delicate gold foil. These illustrations are inspired by traditional Chinese art, and the use of gold foil not only enhances the visual appeal but also signifies prosperity and high value, aligning with the premium positioning of the brand. The packaging also incorporates a variety of paper textures, giving each piece a tactile quality that enhances the overall sensory experience. The use of high-quality, biodegradable materials ensures that the packaging is both luxurious and environmentally friendly.
As overall, the packaging design for Shangri-La’s Dragon Boat Festival 2024 campaign is a beautiful fusion of tradition and modernity. It not only captures the cultural richness of the festival but also provides a luxurious and engaging customer experience, reinforcing Shangri-La’s brand values and elevating the festive celebration.
Creative Design &Development.
Key Visual
The key visual design captures the harmony of nature and cultural festivity. Featuring blooming flowers, vibrant birds, and serene landscapes, it evokes a sense of tranquility and celebration. The design reflects the luxurious and timeless brand image of Shangri-La, while modern graphic techniques enhance visual appeal. This visual serves as the focal point across various promotional materials, reinforcing the campaign’s theme and aesthetic.
Promotional Video
The promotional video brings the Dragon Boat Festival to life, showcasing the intricate details of the packaging and the joyful spirit of the festival. Through dynamic storytelling and high-quality cinematography, the video highlights the craftsmanship and thoughtfulness behind each design element. Animation adds a layer of engagement, making the experience more immersive and memorable.
Creative Design &Development.
Visual Merchandising
The visual merchandising design extends the campaign theme into the physical retail space, creating an inviting and cohesive atmosphere. Display setups incorporate the key visual elements, enhancing the overall aesthetic and drawing customers into the festive experience. Thoughtful placement and design ensure that the merchandise stands out, while maintaining the elegance and sophistication associated with the Shangri-La brand.
Creative Design &Development.
Packaging Design
The core concept, “从香格里拉的窗，如畫般，去感受端午节。Through the Shangri-La Window,” encapsulates the essence of experiencing the Dragon Boat Festival through the elegant window of Shangri-La. It features intricate oriental aesthetics and modern touches, symbolizing the festival’s heritage and contemporary luxury, which is a masterful combination of traditional Chinese aesthetics and contemporary luxury.
The design employs a rich and harmonious color palette featuring deep greens, vibrant reds, soft aquas, and warm golds. These colors are traditionally associated with prosperity, good fortune, and elegance, making them perfect for festive celebrations. The diverse shapes of the packaging, including hexagonal and octagonal boxes as well as traditional rectangular forms, add a playful element of surprise and enhance the unboxing experience. Each box features a cut-out window that provides a glimpse of the intricate designs inside, inviting curiosity and engagement.
Illustrative art plays a central role in the design, with serene landscapes, mountains, rivers, blooming flowers, birds, and butterflies rendered in delicate gold foil. These illustrations are inspired by traditional Chinese art, and the use of gold foil not only enhances the visual appeal but also signifies prosperity and high value, aligning with the premium positioning of the brand. The packaging also incorporates a variety of paper textures, giving each piece a tactile quality that enhances the overall sensory experience. The use of high-quality, biodegradable materials ensures that the packaging is both luxurious and environmentally friendly.
As overall, the packaging design for Shangri-La’s Dragon Boat Festival 2024 campaign is a beautiful fusion of tradition and modernity. It not only captures the cultural richness of the festival but also provides a luxurious and engaging customer experience, reinforcing Shangri-La’s brand values and elevating the festive celebration.
Key Visual
The key visual design captures the harmony of nature and cultural festivity. Featuring blooming flowers, vibrant birds, and serene landscapes, it evokes a sense of tranquility and celebration. The design reflects the luxurious and timeless brand image of Shangri-La, while modern graphic techniques enhance visual appeal. This visual serves as the focal point across various promotional materials, reinforcing the campaign’s theme and aesthetic.
Promotional Video
The promotional video brings the Dragon Boat Festival to life, showcasing the intricate details of the packaging and the joyful spirit of the festival. Through dynamic storytelling and high-quality cinematography, the video highlights the craftsmanship and thoughtfulness behind each design element. Animation adds a layer of engagement, making the experience more immersive and memorable.
Visual Merchandising
The visual merchandising design extends the campaign theme into the physical retail space, creating an inviting and cohesive atmosphere. Display setups incorporate the key visual elements, enhancing the overall aesthetic and drawing customers into the festive experience. Thoughtful placement and design ensure that the merchandise stands out, while maintaining the elegance and sophistication associated with the Shangri-La brand.
