Fleur Pavilia Key Visual by New World Development Company Limited

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DESIGN DETAILS
DESIGN NAME:
Fleur Pavilia

PRIMARY FUNCTION:
Key Visual

INSPIRATION:
Inspired by The Three Friends of Winter – pine, bamboo and plum blossom who embody grit, perseverance, and resilience during Winter in Chinese culture, Fleur Pavilia, New World Development’s latest residential development project in Hong Kong is infused with the beauty of these plants to its clubhouse design, landscape design and even key communication visual design.

UNIQUE PROPERTIES / PROJECT DESCRIPTION:
The key communication visual design for Fleur Pavilia, New World Development’s latest residential development project in Hong Kong under The Artisanal Movement, is themed around The Three Friends of Winter because of the cultural heritage of Kai Yuen where the project is located. It was where famous literati including ate novelist Eileen Chang, essayist and political commentator Sima Changfeng, and Peking opera actress Meng Xiaodong had once resided. Exhibited through ikebana, the Japanese floral arrangement, the personae and charm of The Three Friends of Winter are well illustrated in an elegant yet subtle and meticulous way. Fleur Pavilia is infused with the spirit of the Three Friends of Winter and that resonates strongly with design inspiration behind, which stands as a symbol of elegance and sheer determination, while encouraging each resident to persevere in any situation.

OPERATION / FLOW / INTERACTION:
The key visual has been adopted on a wide range of marketing collateral, including project official website, sales brochures, mood brochures, outdoor advertisement, hashtag card and more. Project website's QR code was printed on these promotion materials to provide more sales information of the project to the prospective purchasers. Hashtag cards printed with project’s unique hashtag for social media are placed at project's sales gallery, event space, business unit, such as shopping mall's reception counter for prospective purchasers to take cards home. They could upload photos taken at sales gallery with specific project hashtags. The picturesque cards with key visual are well received by visitors and prospective purchasers which help boost Fleur Pavilia’s online presence.

PROJECT DURATION AND LOCATION:
The project started in 2016.

FITS BEST INTO CATEGORY:
Graphics and Visual Communication Design

PRODUCTION / REALIZATION TECHNOLOGY:
In collaboration with Kinfolk, the photo shoot was taken place in Stockholm by a local professional production team as well as a renowned florist, Sarah Winward, to arrange the flowers of The Three Friends of Winter for key visual and mood video production.

SPECIFICATIONS / TECHNICAL PROPERTIES:
Key visuals were photographs of the ikebana (Japanese floral arrangement) of pine, bamboo and plum blossom. The photographs were adopted on a wide range of marketing collateral.

TAGS:
Visual, residential, property, ikebana, design

RESEARCH ABSTRACT:
Kai Yuen, the place where Fleur Pavilia, New World's latest residential development project, located is steeped in cultural heritage. Researches on the neighborhood were conducted attentively through studying over news, literature and more that were originated and inspired by Kai Yuen. Site visits have been conducted many times to be familiarized with the landscape and culture of Kai Yuen. The shape of the project site looked just like three flower petals that also sparked the design team’s imagination for the design and story of the whole project.

CHALLENGE:
In order to better understand the history of Kai Yuen, site visits, interviews and secondary research on news, literature, history, etc. have been conducted to get a holistic view of the project's neighborhood. In addition, looking for a great florist to arrange pine, bamboo and plum blossom in ikebana (Japanese floral arrangement) for photo shooting is utmost important and challenging. The way a piece of plum blossom petal is arranged would affect the mood and feel of the whole picture. It required the aesthetic sense of the florist and the photographer.

ADDED DATE:
2018-08-30 06:35:26

TEAM MEMBERS (1) :
-

IMAGE CREDITS:
Image #1: Photographer appointed by Kinfolk, Plum Blossom, 2016.
Image #2: Photographer appointed by Kinfolk, Bamboo, 2016.
Image #3: Photographer appointed by Kinfolk, Pine, 2016.
Image #4: Photographer appointed by Kinfolk, Bamboo, 2016.


PATENTS/COPYRIGHTS:
Copyrights belong to New World Development Company Limited, 2018

Visit the following page to learn more: http://bit.ly/2NQ1w5q
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CLIENT/STUDIO/BRAND DETAILS
NAME:
New World Development Company Limited

PROFILE:
New World Development Company Limited (Hong Kong stock code: 00017) was publicly listed in Hong Kong in 1972 and is a constituent stock of the Hong Kong Hang Seng Index. A premium brand infused with a unique personality, New World Group's core business areas include property development, infrastructure and services, retail, and hotels and serviced apartments, with a total asset value of HK$468.1 billion as at 31 December 2017. New World's brand personality is best defined by The Artisanal Movement, a cultural vision, a philosophy for living. In the age of machines, we want to celebrate something more human and kindle the artisan spirit in us. Through Collect, Connect, Collide, The Artisanal Movement becomes an incubator for ideas, and a channel for audiences to experience them.

NOMINATION DETAILS

Fleur Pavilia Key Visual by New World Development Company Limited is a Nominee in Graphics and Visual Communication Design Category.

· This project is currently confidential as results have not been announced yet. Images and further details of the project is not available for public yet, please check back later. If you are the owner of this design, please login to view the images.

· The profile and other works by New World Development Company Limited is also kept secret. This information will also be available later.
AWARD DETAILS

Fleur Pavilia Key Visual by New World Development Company Limited is Winner in Graphics and Visual Communication Design Category, 2018 - 2019.



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