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Chinese New Year: China Art
Art Direction & Cultural Research
Researched Chinese cultural symbolism and designed the key visual for Emaar's Chinese New Year: China Art activation, adapted across mall landmark placements and OOH signage.
Date
February 2019
Location
Emaar — The Dubai Mall
Designed the key visual for Emaar's Chinese New Year: China Art activation at The Dubai Mall, one of the most culturally sensitive campaigns on the calendar. Before touching the design, I researched Chinese cultural symbolism to navigate cultural appropriation and ensure the creative respected the traditions it was celebrating. The final key visual was built around traditional motifs and adapted across mall landmark placements, OOH signage, and campaign collateral to communicate both the celebration and the on-ground China Art activation bringing authentic Chinese arts and crafts to the mall.
