AURÉLIEN LECOUR
MID-AUTUMN
FESTIVAL
For Angelini Design - Starbucks China - 2019
CREATIVE STRATEGY
CREATIVE STRATEGY
PROJECT MANAGEMENT
ILLUSTRATION
There is a brave hero who defies the Sun, an elixir of immortality, a villainous thief, the tragic sacrifice of love, a cosmic exile and a friendship with a moon dweling jade rabbit. The myth of Chang'e is the inspiration of the Mid-Autumn Festival, China's second most important holiday, and the biggest promotional event of the year for Starbucks China (3500+ shops). It is a season for gazing at the moonlight and for giving, and sharing moon-cakes, usually offered in extravagant packaging.
My plan for the 2019 edition is to showcase the process of making the boxes into the pieces of art that they are meant to be. During a special event at the Shanghai Roastery, a master craftsman would use traditional Chinese woodblock technique to hand print the master copy of the box artwork, which is to be designed by a local artist. Thus showing that Starbucks believes that China's tradition of excellency in craft and art is today more relevant than ever, and proving its own commitment to an innovative approach to heritage.
My role in this project was to come up with the whole event concept; to identify and assemble the appropriate artisan and artists to collaborate with; to create the pitching deck and to realize visuals to illustrate the idea.
A live printing event at the Shanghai Roastery,
involving a local artist and a master craftsman.
involving a local artist and a master craftsman.
My plan for the 2019 edition is to showcase the process of making the boxes into the pieces of art that they are meant to be. During a special event at the Shanghai Roastery, a master craftsman would use traditional Chinese woodblock technique to hand print the master copy of the box artwork, which is to be designed by a local artist. Thus showing that Starbucks believes that China's tradition of excellency in craft and art is today more relevant than ever, and proving its own commitment to an innovative approach to heritage.
My role in this project was to come up with the whole event concept; to identify and assemble the appropriate artisan and artists to collaborate with; to create the pitching deck and to realize visuals to illustrate the idea.
