Shangri-La Dragon Boat Festival
Brief
The Dragon Boat Festival is regarded as the first real day of summer, when the weather gets hot and insects and snakes emerge. Studio Chenchen worked with Shangri-La China to design the packaging for collateral sold in hotels throughout Greater China.
Scope
Creative Direction
Illustration
Illustration
Packaging Design
folklore-inspired
story of summer
As warm weather rolls in, things get a little wild. The flowers are fields are blooming but snakes, bugs and evil spirits also come out to play. Across China, this is traditionally a time of action. Herbs, fragrant scents and medicines are hung and worn to ward off insects while colourful patterns and tiger totems are used to scare away evil spirits. Dragon boat races are heard along the rivers whilst the abundance, colours, adventures and flavours of summer fill the senses.
In this concept, we create a folk-tale-inspired story of summer. We bring to life the heat, the plants, the snakes and the tigers. It is a tradition-inspired way to celebrate the festival, and also to honour our ancestors’ way of co-existing within the cycles of nature.
In this concept, we create a folk-tale-inspired story of summer. We bring to life the heat, the plants, the snakes and the tigers. It is a tradition-inspired way to celebrate the festival, and also to honour our ancestors’ way of co-existing within the cycles of nature.
