Vanke 'Huggy Flower' Large-Scale Installation Creative Play Analysis

Centered on 'Duhui Tiandi City', this spring-themed event was planned, integrating offline activities from 'CO·life Xuanji' and 'Yuedong·Xinmenxi' to amplify online communication.

The spring event was themed around 'spring', but at that time the weather was still cold and spring colors were not yet visible. We hoped to 'awaken' Nanjing's spring through this event, as well as people's awareness of Vanke's comprehensive commercial projects in Nanjing and merchants' confidence.

Amid the pandemic, 'seeding' seemed inappropriate.

Coincidentally, during the creative meeting for the core material—the giant flower installation—a design of three large flowers 'hugging back-to-back' won everyone's hearts. Thus, 'Huggy Flower' was born, serving as the core concept and visual symbol for this promotion. Meanwhile, we continued to advance the design and production of a series of core materials online and offline as planned.