CHINA. China Duty Free Group (CDFG) and Kering-owned luxury jewellery brand Qeelin have collaborated in a Spring Festival art installation exhibition at Sanya International Duty Free Shopping Complex in Hainan.
Designed to give visitors to the Haitang Bay complex a richer duty free shopping experience, the exhibition opened before the holiday period and continued afterwards.
CDFG noted the exhibition was one of several campaigns that added “a special sparkle” to the Spring Festival celebrations.
The CDFG × Qeelin Spring Festival Art Installation Exhibition is conveniently located in the square at the front of Sanya International Duty Free Shopping Complex.
From the air, the renowned shopping complex looks like a Chinese flowering crabapple in full bloom – symbolic of happiness and prosperity – with the signature Qeelin red softly radiating from within. The exhibition features multiple elements including Wulu (a Chinese gourd), clouds, fireworks and red lanterns to create a suitably auspicious seasonal atmosphere.
Collectively CDFG Qeelin conveyed seasonal wishes of peace, happiness and good luck to all visitors.
The Spring Festival Art Installation Exhibition followed Qeelin’s classic Wulu jewellery shape.
The Wulu series, symbolising happiness and prosperity, is inspired by the number 8, the shape of the traditional mascot gourd. Number 8 is a lucky number in China, being associated with wealth. The hollowed-out red agate design replicates that shape for the Spring Festival exhibition.
Qeelin is dedicated to interpreting traditional Chinese culture in modern design so the world can appreciate the former’s unique charm.
“As the world’s largest travel retail operator, we attach great importance to working deeply with brands to explore the fields of arts and culture,” CDFG said.
In October 2021, CDFG and Qeelin jointly hosted a cross-sector cultural thematic exhibition themed ‘Hear · See Everlasting Echo’ at the magnificent Wormhole Library in Haikou. ✈
