FOR IMMEDIATE RELEASE

Seaside Home for Music Fans: Bridging Brand and Culture at the 2024 Aranya Xiami Music and Arts Festival

Taobao Design's "Seaside Home for Music Fans" project, developed in partnership with Tmall Heybox, transformed the iconic festival landscape at the 2024 Aranya Xiami Music and Arts Festival into a vibrant, interactive hub for music lovers. Drawing inspiration from the Aranya Church and the rhythmic energy of music, the design featured a searchlight-shaped cube set against a dramatic seaside sunset, using geometric forms and audio wave motifs to evoke both movement and emotion. The installation extended along the coastline, with themed exhibition areas reflecting key life moments, resonating with the festival's ethos that "life is about living a few moments."

This innovative marketing initiative seamlessly integrated online and offline experiences, creating a powerful emotional connection between the Tmall Heybox brand and the festival's predominantly young audience. The Home for Music Fans utilized sustainable, renewable materials and a lightweight steel frame to ensure both environmental responsibility and structural integrity. Inside, visitors enjoyed multisensory, immersive exhibitions and interactive installations, engaging with new products and participating in music-themed games. A full-process interactive live stream enabled virtual participation, allowing audiences nationwide to tour the venue, watch product launches, and enjoy live performances, thus bridging the gap between physical and digital engagement.

The project's scenario-based marketing approach proved highly effective, attracting over 70,000 on-site visitors and generating more than 400 million online topic views. By introducing five major brands into the festival's cultural context, Taobao Design fostered a dynamic loop of product experience, emotional resonance, and social sharing. The collaboration not only amplified brand exposure and audience interaction but also validated the effectiveness of merging business with cultural events to engage young consumers. The recognition by the Golden A' Design Award highlights the project's outstanding creativity, technical excellence, and significant impact on the future of brand marketing in immersive environments.

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