![]() Valentino places a strong emphasis on its cultural localization strategy around the world. More than 3.2 million people attended some 9,400 performances across China over the seven-day Spring Festival in 2023, an increase of 22.5 percent compared with 2019’s Spring Festival, according to the China Association of Performing Arts. The market has already robustly recovered following the end of COVID-19 restrictions in 2023. This was fueled by young Chinese showing a growing willingness to spend money on live performances as part of their lifestyle - a record 55 percent of audience members are born after 1990. The total revenue of China’s performing arts market reached about 20 billion RMB ($2.82 billion) in 2019, an increase of 7.29 percent year on year. Photo: ValentinoĬelebrating localization as part of a “Global Unboxing” As of publication, the hashtag “Valentino” on Xiaohongshu has racked up over 150 million searches and views.Ĭelebrity Cheng Duling and Zeng Li at the one-night only special edition of Sleep No More (swipe left). Importantly, it shines a spotlight on the brand’s VICs (very important clients) and KOLs themselves. Combining fashion with theatrical art forms such as dance and drama enables the audience to experience the collection come to life in fresh contexts. Driven by demand from young Chinese theatergoers who enjoy live performances as an expression of their urban lifestyle, it has become one of the longest-running shows in Shanghai theater history and sparked a nationwide fascination with immersive plays.Īccording to Mintel’s Global Consumer Trends 2023 report, which cited the “Me Mentality” as the top trend: “Consumers are eager to re-focus on themselves and brands can help them take center stage.” Valentino explores this quite literally by inviting guests to join them as protagonists on stage. The intimacy of the experience, like the collection itself, reveals true luxury.Īn experimental intersection of theater and fashionĭescribed as “mind-bending and addictive,” the immersive theater production invites the audience to move freely through the performance, creating their own film noir journey. The choice of an offline theatrical setting with human interaction feels even more personal and connected in an increasingly digitalized world, where immersive marketing often relates to virtual reality and other modern technologies. Sleep No More’s original theater model invites t he audience to engage in the moment, on their own terms. This time, Valentino is deepening its collaboration by becoming the exclusive fashion partner of Sleep No More Shanghai and co-creating its first full-length immersive theater production, titled The Box.Ĭelebrity Wen Yongshan, Li Landi and Yi Lijing at the one-night only special edition of Sleep No More. Maison Valentino first partnered with the Shanghai-based theatrical team in September 2021, for an immersive experience inspired by the Valentino Act Collection. These same qualities are brought to life in a creative China campaign in partnership with Sleep No More, which sits at the cutting-edge of immersive theater and fashion.Ī fashionable twist on Sleep No More’s immersive theater experienceĬo-produced by Punchdrunk International and China’s SMG Live, Sleep No More is an off-shoot of the New York show that opened in Shanghai in December 2016. Its ethos is that “by removing the inessential, essence is revealed.” With minimal silhouettes and neutral tones interspersed with pops of color, the collection encourages a sense of pure freedom and individuality, feelings that vibe with young Chinese consumers. The Unboxing Valentino Spring/Summer 2023 collection taps the zeitgeist of the post-pandemic era. Just six months later, the Italian luxury brand presents a more restrained mood, but it’s no less showstopping. Last September, Valentino painted Qinhuangdao’s Aranya district fuchsia as part of its Pink PP Fall 2022-23 campaign.
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