Seaside Home For Music Fans Marketing by Taobao Design |
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| DESIGN NAME: Seaside Home For Music Fans PRIMARY FUNCTION: Marketing INSPIRATION: The iconic cube of Tmall Heybox was transformed into a searchlight. Vivid colors against a black background mimicked a seaside sunset. Geometric blocks and audio waveform brought to mind rhythmic music, and reflections helped create a seaside scenario. The Home for Music Fans, inspired by the Aranya Church, featured a top angle symbolizing upward growth. It extended along the coastline, with exhibition areas corresponding to life moments, echoing the slogan of life is about living a few moments. UNIQUE PROPERTIES / PROJECT DESCRIPTION: This project,a collaboration between Tmall Heybox and 2024 Aranya Xiami Music and Arts Festival, employed a scenario based marketing plan to marry the brand with the festival culture. Tmall Heybox transformed its iconic cube into a searchlight to resemble a dazzling stage and a gradient coastline, building an emotional bond between the brand and young audiences. The project created an online and offline marketing matrix, improving brand exposure, audience engagement, and cultural resonance. OPERATION / FLOW / INTERACTION: Offline theme exhibition areas with multisensory immersive experience enabled audiences to experience the products of certain brands and participate in music related games through interactive installations. Thanks to full process interactive live stream, audiences could virtually tour exhibition areas, watch new product launches, and appreciate performances. This broke the physical limitations of traditional offline activities, ensuring real time online interaction between brands and audiences. PROJECT DURATION AND LOCATION: The project was implemented in Aranya from August 30, 2024, to September 1, 2024. |
PRODUCTION / REALIZATION TECHNOLOGY: The Home for Music Fans employed sustainable, renewable materials with low environmental impact, aiming to create a comfortable venue full of seaside charm for fans to enjoy music. The lightweight steel frame, combined with premium materials and exquisite craftsmanship, ensured safety and durability. Additionally, nontoxic wall paints and curtain fabrics that contain low volatile organic compounds were utilized, contributing to a fresh and safe environment. SPECIFICATIONS / TECHNICAL PROPERTIES: This project attracted more than 70,000 fans. TAGS: Aranya Xiami Music and Arts Festival, key visual design for Tmall Heybox, visual expression of Home for Music Fans, theme exhibition areas with multisensory immersive experience, interactive live stream RESEARCH ABSTRACT: 2024 Aranya Xiami Music and Arts Festival attracted numerous young audiences valuing fashion and quality, aligning closely with the target consumer of Tmall Heybox. The project, taking the festival as the medium, integrated the brand into a cultural landmark, with the Home for Music Fans introducing five major brands for traffic sharing, resulting in great promotional effects both online and offline. It built a marketing loop of product experience, emotional resonance and social sharing. CHALLENGE: The challenge was achieving a unity of the brand and the festival. This project subtly married the brand characteristics with the festival culture. The posters echoed the key visual of the festival through visual elements like colors and shapes. The offline stage and the Home for Music Fans were differentiated, with the former for quick experience while the latter for slow consumption. Its combination with the live stream studio provided a seamless experience across online and offline settings. ADDED DATE: 2025-03-13 04:13:16 TEAM MEMBERS (4) : Gu Xiaoyuan, Yu Han, Sun Qi and Zhu bin IMAGE CREDITS: Taobao Design, 2024. |
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NAME: Taobao Design PROFILE: Taobao Design, a team serving billions of consumers worldwide, is dedicated to creating emotionally resonant design to make business straightforward yet beautiful. Our mission is to help renowned Taobao and Tmall craft exceptional user experience by connecting users, business, and technology. We understand user needs, clarify product interactions, define visual styles, and offer brand marketing plans; we strive for excellence in design. |
| AWARD DETAILS | |
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Seaside Home For Music Fans Marketing by Taobao Design is Winner in Advertising, Marketing and Communication Design Category, 2024 - 2025.· Read the interview with designer Taobao Design for design Seaside Home For Music Fans here.· Press Members: Login or Register to request an exclusive interview with Taobao Design. · Click here to register inorder to view the profile and other works by Taobao Design. |
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