Company: FuzhouMixc, Fuzhou, Fujian, China
Nomination Submitted by: CR Land
Company Description: Company Description: China Resources Land Limited (CR Land, HK1109) is a strategic business unit responsible for city construction and operation under China Resources Group, a Fortune Global 500 company. CR Land sticks to the brand philosophy of "better quality better city" , works to transform cities with high quality products and services.
Nomination Category: Marketing Campaign Categories - Industry
Nomination Sub Category: Marketing Campaign of the Year - Culture & The Arts
 Nomination Title: MIXC CREATE, Co-creation Design Art Festival ---The Artist’s Chair
- Which will you submit for this nomination, a video of up to five (5) minutes in length about the nominated campaign or program, OR written answers to the questions for this category? CHOOSE ONE:
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
- If you are providing written answers to the questions for this category, you must answer this second question: Describe the genesis of the nominated campaign or program: the reasons it was initiated, the challenges it was created to address, the problems it was developed to solve, etc. (up to 250 words):
Total 98 words used.
1. To enhance the brand value of Fuzhou Mixc, and to create a "new landmark of urban aesthetics";
2. To attract high-quality customers with an aesthetic eye and love for art, and to increase the shopping mall’s traffic counting to 180% of previous level;
3. To obtain a reach of over 20 million and deliver the business philosophy of Fuzhou Mixc to customers in the market, namely, Fuzhou Mixc is not only a place for luxury goods and shopping, but also an organic integration of art, culture, nature and commerce that brings visitors’ experience to the next level.
- If you are providing written answers to the questions for this category, you must answer this third question: Describe the development of the campaign or program: the planning process, the goal setting, the creative and media development, the scheduling, etc. (up to 250 words):
Total 250 words used.
1. Curating a convergence of art and commerce. Fuzhou Mixc hosted the Co-Creation Design Art Festival, a groundbreaking exhibition that showcased the harmonious convergence of art, design, and living. This unique event, spearheaded by renowned global artists, employed chairs as the central theme and medium, inviting visitors to explore the intersection of art, design, and everyday living.
2. Displaying avant-garde art and design. For the first time in China, a collection of three Pokémon pieces by Daniel Arsham, one of the world's top 10 most popular contemporary artists, was on display. It led the visitors beyond the constraints of time to look back on current popular culture and elements from the perspective of the future.
3. The "Art·Home" exhibition area was mainly devoted to the most iconic futuristic designs of the Italian Pop-art design brand Gufram. Several of Gufram's most classic works were on display, including the "Cactus" coat rack designed by Guido Drocco and Franco Mello which was recognized as an icon by the Italian design community, and the “Apple Sofa" which was inspired by artist René Magritte's "The Son of Man". The exhibition also presented artists’ focus on the environment and sustainable living and their practices. Bionic design, FIDU, ecology, sustainable recycling of resources and certain boundary-pushing ideas could be found in Polish artist Oskar Zieta's dream space.
4. Merchandise and art derivatives of the exhibition were sold online simultaneously, thus integrating art and commercialization more organically to meet the diverse cultural and aesthetic needs of contemporary consumers.
- If you are providing written answers to the questions for this category, you must answer this fourth question: Outline the activities and concrete results of this campaign or program since the beginning of 2019. Even if your initiative started before 2022, limit your response to activities and results since the beginning of 2022 only (up to 250 words):
Total 177 words used.
1. This event marked a groundbreaking collaboration between urban art and commercial interests, garnering immense attention and discussion within the art enthusiast, home décor, and art communities. Throughout the exhibition, related topics spread rapidly, drawing visitors to the venue for photo ops. Over 10,000 UGC (user-generated content) posts were shared on social media platforms like TikTok and Red (a popular social media platform in China) , showcasing exhibition content. The overall reach of the event across various media and social media platforms exceeded 30 million person-times.
2. The event captivated art and design enthusiasts, drawing them in to experience the exhibition and engage with the curated aesthetic. It also inspired visitors to incorporate the exhibition's curatorial principles into their daily lives. During the Co-Creation Design Art Festival, the exhibition attracted over 1 million visitors, with peak daily foot traffic surpassing previous records by 200%. The event also spurred the sale of over 3,000 customized merchandise items inspired by the exhibition, and visitor satisfaction reached 100%. This success showcased the immense potential of merging art and commerce.
- You have the option to reference here any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
Total 22 words used.
Artwork photos ：https://mp.weixin.qq.com/s/g7Qw76GrvDdKtZID9J9TIQ
Exhibition photo1 ：http://xhslink.com/xTxbCI
Exhibition photo2 ：http://xhslink.com/Xv2bCI
Video：https://v.youku.com/v_show/id_XNjM5NTI4MjY5Mg==.html
- If you are providing written answers to the questions for this category, you must answer this first question: Specify the date on which this campaign or program was launched:
September 24 to November 24, 2022
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