Fleur Pavilia Mood Video by New World Development Company Limited

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DESIGN DETAILS
DESIGN NAME:
Fleur Pavilia

PRIMARY FUNCTION:
Mood Video

INSPIRATION:
Inspired by The Three Friends of Winter, pine, bamboo and plum blossom, the mood video is composed of the three plants and setting off with white hydrangeas. The video is to let viewers to experience the Fleur Island, the key landscape feature at the centre of Fleur Pavilia, New World Development’s latest residential development project in Hong Kong.

UNIQUE PROPERTIES / PROJECT DESCRIPTION:
The aesthetics and weightlessness of pine, bamboo and plum blossom, Three Friends of Winter, setting off with white hydrangeas were captured in the mood video to impress upon the viewer what Fleur Pavilia represents. At its core, Fleur Pavilia is an oasis away from the hustle and bustle of the city that offers a relaxing haven to the residents. Sarah Winward, a renowned florist, was selected to do flower arrangement and a local production team was appointed for the video shooting in Stockholm.

OPERATION / FLOW / INTERACTION:
The mood video is played at the first mood zone of the sales gallery where the whole Fleur Island journey begins. It is to grasp viewers’ attention and arouse their interest in Fleur Pavilia in an immersive way in the 360 degree video zone. Visitors would move on to the next zone to continue their journey to experience the Fleur Island. The mood video depicts petals and water drops rising and dispersing slowly and gently in different directions to create a feeling of reversing time. The cinematography suggests the timelessness and highlights the ethereal nature of these flora as they tumble in a gentle breeze. These seamless shots are accompanied by a calm and contemplative piano melody.

PROJECT DURATION AND LOCATION:
The project started in 2016 in Stockholm.

FITS BEST INTO CATEGORY:
Movie, Video and Animation Design

PRODUCTION / REALIZATION TECHNOLOGY:
The design team invited Sarah Winward, a renowned florist to do flower arrangement for the shooting and appointed a local production team to conduct video shooting in Stockholm.

SPECIFICATIONS / TECHNICAL PROPERTIES:
1728x1080p

TAGS:
Mood Video, flower, pine, bamboo, plum blossom

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:
The shape of Fleur Pavilia’s project site was just like three flower petals and that was the only stimulus the design team had at the very beginning. All we know is to develop the marketing communication visual and message around flowers. Different flowers including cosmos, tulip, poppy and more have been used to be the key communication visual of the project. They all look very elegant with the professional photography but they lack stories and meaning. After doing researches and site visit at Kai Yuen where Fleur Pavillia is located, the design team understands that it is a place steeped in cultural heritage and it was a place where many renowned literati had once resided. These literati including novelist Eileen Chang, essayist and political commentator Sima Changfeng, and Peking opera actress Meng Xiaodong and more who possessed the quality of resilience, perseverance and grit and exhibited them through their literature. These are exactly what The Three Friends of Winter – pine, bamboo and plum blossom represent in Chinese culture.

ADDED DATE:
2018-09-04 10:20:22

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.


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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 Mood Video by New World Development Company Limited is a Nominee in Movie, Video and Animation Design Category.

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AWARD DETAILS

Fleur Pavilia Mood Video by New World Development Company Limited is Winner in Movie, Video and Animation Design Category, 2018 - 2019.



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