PLAZA 66
Seasonal Campaigne
Seasonal Campaigne
Christmas Curious Journey is a campaign held for the Christmas of 2018 at Plaza 66, a luxury shopping centre in Shanghai. By creating a bizarre fantasy journey for customers with unique interaction design, playful installations and activities. The campaign's goal was to intrigue people and increased the number of visitors to the shopping centre.
Dimitar’s responsibilities include:
- Concept and set design for a memorable and engaging guest journey.
- Slogan & themed main characters.
- Playful analogue and content-driven installations that respond to the user’s presence.
- Managing the design process from conception to final execution.
- Guiding a team of creatives and technologists between Hong Kong and Shanghai.
Client: Hang Lung, Plaza 66
Creative direction: Shakir Dzheyranov
Set and Experience design: Dimitar Nikolaev
Project director: Yanli Zhou
Account director: Jazmine Shao
Technical director: Egmont Meyer, Red Rabbit Studio
Motion designers: Alan Li, Kaleb Lai, Nathanael To, Cha Ng
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Shanghai, China, 2018
Art direction
The creative challenge was to combine the luxury aspect of the mall with fashion elements, Christmas and fantasy feel together. Inspired by patterns of fabrics and Christmas gift paper patterns, we’ve created unique design language built of vibrant colours, sheets of paper and typography.
The Portal
The centrepiece of the Curious Journey is the Christmas Portal. 8m hight LED wall with a video story of the Christmas Bell's journey, the campaign's mascot and a Santa's little shopping helper.
The story in sequence
Interactive installation
Guests could take a moment to play interactive games or take a look at themselves through the Magic Mirror and a few other digital installations.
