2022 SPRING | UNLOCKED ART IN LOCKDOWN
When everything is under restriction, how brands remain relevant and  develop advertising strategy upon an art & culture storytelling. Here's a quick sum-up on art activities initiated by brands in this difficult time, happening in China or including Chinese artists. 

DIOR IS「ON THE ROAD」TO METAVERSE

WHERE /  

Metaverse APP - XiRang

WHAT /

April 28, 2022, Dior released its first Metaverse exhibition "ON THE ROAD”  in China. Partnered with Meta Media (previously named Modern Media) Group, Dior presented the exhibition in the newly built Meta-art space ZiWu in XiRang (希壤) (a Metaverse app developed by Baidu). With the help of cutting-edge Metaverse technology, the exhibition creates an ultra-interactive experience for young generation to explore and witness the bold and creative fashion attitude, which lies in brand’s DNA since beginning. Nevertheless, it echos with the core idea and spirit highlighted in Dior Men Fall fashion show, a hat-off tribute to the great Jack Kerouac and his all-time classic “On the Road” .

WHY /

Showcase pioneering spirit of the brand

Draw Chinese audience’s attention via Metaverse during the pandemic

HERMES & PIERRE ARDOUVIN

WHERE /  

Shanghai

WHAT /

2022 spring, HERMES invited French artist Pierre Ardouvin to create a window display titled “Enfin le printemps" for its Hermès Home on Huaihai Rd in Shanghai. Pierre Ardouvin is good at drawing inspiration from nature and daily life, transforming everyday objects into art motifs to break the habitual thinking of audience, and add a hint of surrealistic color with poetry and humor into his art works.

The artist-studio-style showcases built for the Hermès House in Shanghai perfectly embodies Pierre Ardouvin's consistent naturalistic style, illustrates his memories and fantasies of spring trips, creates a wonderful visual encounter for whoever passing by.

WHY /

Showcase art taste of the brand

Present its products in form of art pieces

CHANEL NEXT PRIZE

WHERE /  

Venice

WHAT /

In 2021, Chanel has launched a series of initiatives to help pioneering artists in a post-pandemic world. Through the Chanel Culture Fund, the brand introduced the Chanel Next Prize to support 10 individual creators across the arts, as well as partnering with international cultural institutions to create new programs highlighting creative thinking. Open to artists of all ages, genders and nationalities, the award will provide funding for transformational projects as well as access to a mentorship and networking community, curated by Chanel. Each year, the program will launch an open call for makers in related creative discipline to propose a group exhibition, spotlighting the most compelling new creative forces, that results in an accessible and illuminating experience for the public.

This year, the winners, including Chinese filmmaker Wang Bing, are gathering in Venice during Venice Biennale. 

WHY /

Play an active role in post-pandemic art world

Elevate the brand image in an artsy and humanistic way

FESTIVAL CROISEMENTS

WHERE /  

26 cities in China

WHAT/

Established 17 years ago, the Sino-French Cultural Spring has been promoting the open dialogues and cultural exchanges between China and France and dedicated to high-quality art activities. This year, 72 splendid activities cover visual arts, music, drama, film, dance, fashion, literature and other cultural and artistic fields, lasting from April 21 to July 31 in 25 cities of China.