Tuoyuan Case | Nansha Xiangyunsha Designer Fashion Exchange Show Event Execution

Xiangyunsha is one of the representatives of Lingnan culture and Cantonese culture, and it is an intangible cultural heritage. On October 14, 2023, the 'Unveiling the Cloud Silk · Creating New Life' Nansha Xiangyunsha Designer Fashion Exchange Show was held at the Nansha Bay Coastal Conference Center, discussing the development trends of Xiangyunsha in the fashion industry and its artistic value, aiming to preserve cultural roots, polish the intangible heritage brand, and tell the story of Nansha. Tuoyuan Xinsi International Conference and Exhibition Media served as the execution unit for this event.

The event was guided by the Publicity Department of the CPC Guangzhou Nansha District Committee and hosted by the Guangzhou Nansha District Culture, Radio, Television, Tourism and Sports Bureau and the People's Government of Lanhe Town, Nansha District. The event aimed to create a distinctive cultural brand for the 'origin place' of Xiangyunsha, attract young designers to pay attention to the Nansha Xiangyunsha industry, reserve young design talents, and drive the development of the industrial chain.

The Tuoyuan team planned the project schedule in advance to ensure orderly progress; based on client needs, they advanced the design and production of various materials such as invitations and posters; provided efficient on-site event flow and personnel management solutions to ensure smooth conference execution; and tailored a publicity strategy from preheating promotion, live streaming, to review and summary, ensuring timeliness and efficiency. From preliminary planning to later execution, after 4 months of polishing, the event was successfully concluded.

Event Highlights

I. Exquisite Visual Presentation

Main Key Visual

The main key visual used Xiangyunsha pattern elements as the main creative concept, with white as the main color to highlight the beauty of the patterns. The flowing texture served as the background, giving a cloud-like quality. Through the alienation of the character image, different Xiangyunsha texture elements were expressed as part of the form, conveying flowing beauty.

Preheating Posters

Five themed preheating posters were created around 'Tracing Origin - Pursuing Roots - Inheritance - New Life - Co-creation', with event guests as the main visual focus, using Xiangyunsha colors as background, and patterns filling the theme text, constructing an antique and culturally rich visual.

Based on the event background, the Tuoyuan team designed various materials with a high-end, fashionable, and artistic style, creating an exquisite and elegant on-site visual effect. The outdoor area included a sign-in photo zone, a Xiangyunsha history wall, and a Xiangyunsha display area. The sign-in photo zone featured the event theme text woven with colored threads, where guests, guided by professionals, imitated the weaving structure of four-warp twisted Luo, pulling and winding colored threads, serving to popularize the weaving craft of Xiangyunsha. The history wall allowed guests to learn about the Lingnan treasure Xiangyunsha from all angles through graphic information on the panels. The display area showcased finished Xiangyunsha fabrics, along with garments designed by designers and production teams, making Xiangyunsha observable, feelable, touchable, and visible.

The indoor stage used a straight screen combined with an L-shaped platform, with the other side also decorated with Xiangyunsha fabric as background, making the venue simple and upscale. During execution, the Tuoyuan team coordinated performing arts resources, arranging the creation of dances 'Sui Nv Shai Liang' and 'Zui Xiang Yun' based on event needs and the new era humanistic sentiment and situational effects of Nansha Xiangyunsha, interpreting the story of Nansha Xiangyunsha and bringing the audience a visual and artistic feast.

II. Customized Publicity Strategy

During online promotion, Tuoyuan released preheating articles around the five themes of 'Tracing Origin - Pursuing Roots - Inheritance - New Life - Co-creation' to build momentum. Starting from October 9, 2023, preheating promotional articles were published on 10 media platforms including Pacific Fashion, Threading Needle, China Brand Clothing Network, ZAKER Fashion, China Cultural Industry Network, Xinbao Network Culture First, China City News Network Culture First, Oriental Art Network, CCTV Art Inheritance, and Sohu Fashion, with an average readership of over 15,000 each, effectively expanding the event's reach.

At the same time, preheating posters were released, and on the event day, cloud album live streaming and Inke video live streaming were arranged. After the event, review articles were planned and media platform promotion was closely followed up, creating a closed loop of online and offline promotion.

III. Professional Coordination and Assistance

The Tuoyuan team assisted throughout the entire process with venue setup and rehearsals, efficiently coordinating and cooperating with all parties to ensure the event's smooth landing. Every detail was carefully attended to, giving clients peace of mind! The on-site effect was exquisite, full of atmosphere, attracting many guests to stop and admire.

The 'Unveiling the Cloud Silk · Creating New Life' Nansha Xiangyunsha Designer Fashion Exchange Show was successfully held, opening new horizons, new perspectives, and a new journey for Nansha Xiangyunsha.