AP X ART
Audemars Piguet HK
DESIGN
Concept
In this design concept, the three key traditions of Chinese New Year – Fai Chun, BaiNian, Candy Boxes are designed into one special gift. Celebrating the brand’s annual theme of APxArt, traditional New Year themes are painted in abstract layers, distilling intelligent innuendoes and breathing modernity into this classic festivity.
THE PROCESS
KEY ART
Thoughtfully
distilled into its
core essence
good fortune are
given a refresh
Thoughtfully
distilled into its
core essence
good fortune are
given a refresh
To add an artistic touch to the traditional holidays, here we celebrate the Chinese New Year greetings with a custom drawing of well wishes:
– Mountains reflect the brand origins in Le Brassus and the greeting of ‘ever-improvement’ (步步高升)
– Tangerines, a pun to ‘luck’ in Chinese, wishes ‘lucky abundance’ (大吉大利)
– Flowers, a symbol of the greeting: ‘blooming propsperity’ (花開富貴)
– Doorway with red papers to bless ‘safe journeys always’ (出入平安)
Brand
Experience
The duo-layer design on the candy box cover creates a sense of depth for the scene of homecoming, with chimney and doorway leading into the brand origins of mountainous Le Brassus.
Launched in fourteen cities and eight countries around the world from China, Singapore, Thailand to U.S.A and more, this campaign, similar to Chinese New Year, crosses continents and unites celebration.
