Event Background
Gambiered Canton silk is one of the representatives of Lingnan culture and Cantonese culture, and is an intangible cultural heritage. On October 14, 2023, the "Parting the Cloud Silk · Innovation for New Life" Nansha Gambiered Canton Silk Designer Fashion Exchange Show was held at the Nansha Bay Binhai Conference Center, discussing the development trends of Gambiered Canton silk in the fashion industry, the artistic value of Gambiered Canton silk, and other directions, to protect the cultural roots, polish the intangible cultural heritage brand, and tell the Nansha story well. Towin New Vision International Exhibition Media was honored to serve as the execution unit of this event, jointly witnessing the journey of new life for Nansha Gambiered Canton silk.
Core Information
This event was guided by the Publicity Department of the CPC Guangzhou Nansha District Committee, and hosted by the Guangzhou Nansha District Culture, Radio, Television, Tourism and Sports Bureau and the People's Government of Lanhe Town, Nansha District, Guangzhou. The Towin team planned the project schedule in advance to ensure the project progressed in an orderly manner, and advanced the design and production of invitations, posters, and other materials based on client needs; provided efficient on-site event flow and personnel management plans to ensure smooth conference execution; and customized a publicity and distribution strategy for this event, from warm-up publicity and event livestreaming to review and summary, combining timeliness and efficiency. From early planning to later execution, after 4 months of refinement, the event was successfully implemented under the tacit cooperation of all parties and received high praise from the client.
Related Services
The Towin team provided full-process services for this event, including event planning, material design and production, on-site flow management, personnel coordination, and publicity and distribution strategy formulation and execution. Specifically, these included: main KV and warm-up poster design, planning of the outdoor sign-in and photo area / Gambiered Canton silk history wall / Gambiered Canton silk display area, indoor stage construction, performing arts resource coordination (the dances "Sui Women Drying Liang" and "Most · Cloud Silk"), online media warm-up and livestreaming, event review articles, and more.
Industry Observation
As intangible cultural heritage, the fashion-oriented and brand-oriented development of Gambiered Canton silk is an important direction for cultural inheritance and industrial innovation. Through designer exchanges, fashion shows, and other formats, this event explored the combination of intangible cultural heritage and modern fashion, injecting new vitality into traditional craftsmanship. Towin PR Media believes that such events not only help enhance the influence of regional cultural brands, but also provide an execution model for cultural-themed events for the event planning industry.
Content Summary
The "Parting the Cloud Silk · Innovation for New Life" Nansha Gambiered Canton Silk Designer Fashion Exchange Show was successfully held, opening up new horizons, new perspectives, and a new journey for Nansha Gambiered Canton silk. As a company with rich experience in planning and implementing high-standard events, Towin will continue in the future to support the public relations implementation of more brands and events, and jointly explore cooperation opportunities.
Main KV
This main KV uses Gambiered Canton silk decorative elements as the main creative concept, with white as the main color tone to set off the beauty of the Gambiered Canton silk patterns. The flowing texture serves as the background pattern, giving a texture as if in the clouds. Through the alienated treatment of the human figure, different Gambiered Canton silk texture elements are expressed as part of the form, conveying flowing beauty.
Warm-up Posters
Five themed warm-up posters were produced around "Tracing the Source - Pursuing the Origin - Inheritance - New Life - Co-creation," with event guests as the main visual focus, using the colors of Gambiered Canton silk as the background color, and filling the theme text with patterns, creating a picture full of antique charm and cultural feel.
Based on the event background, the Towin team took a high-end, fashionable, and artistic style as the design direction, customizing various materials for the event to create a beautiful and elegant on-site visual effect. The outdoor area was planned with a sign-in and photo area, a Gambiered Canton silk history wall, and a Gambiered Canton silk display area. In the sign-in and photo area, colored threads were woven to create the event theme text. Under the guidance of professional staff, guests imitated the weaving structure of four-warp twisted leno and pulled colored threads to wrap them, serving to popularize and promote the weaving craft of Gambiered Canton silk. The Gambiered Canton silk history wall allowed guests to understand the Lingnan treasure Gambiered Canton silk comprehensively and from multiple angles through the graphic and textual information on the display boards. The Gambiered Canton silk display area displayed finished Nansha Gambiered Canton silk fabrics, and exhibited together with the fabrics were Gambiered Canton silk garments carefully designed by designers and the production team, making Gambiered Canton silk viewable, perceptible, touchable, and visible.
The indoor stage took the form of a straight screen combined with an L-shaped platform, and the other side was also decorated with Gambiered Canton silk fabric as a background, making the entire venue simple and high-end. During event execution, the Towin team coordinated performing arts resources and, according to event needs and in combination with the humanistic sentiments and situational effects of Nansha Gambiered Canton silk in the new era, arranged the creation of the dances "Sui Women Drying Liang" and "Most · Cloud Silk," interpreting the story of Nansha Gambiered Canton silk and bringing the audience a feast of visual and artistic experience.
During the online promotion of this event, Towin released event warm-up articles around the five themes of "Tracing the Source - Pursuing the Origin - Inheritance - New Life - Co-creation," building momentum for the event. Starting from October 9, 2023, warm-up promotional articles were successively published on a total of 10 media platforms: Pacific Fashion, Chuanzhen Yinxian, China Brand Clothing Network, ZAKER Fashion, China Cultural Industry Network, Xinbao Network Culture First Release, China City News Network Culture First Release, Oriental Art Network, CCTV Art Inheritance, and Sohu Fashion, with average readership reaching over 15k, effectively expanding the event's voice.
At the same time, the warm-up posters were released, cloud album livestreaming and Inke video livestreaming were arranged on the day of the event, and after the event, event review articles were planned, with intensive follow-up on media platform publicity and distribution, creating a closed loop of publicity through online and offline resonance.
The Towin team assisted throughout the entire process with event venue setup and rehearsals, efficiently coordinating and cooperating with all parties to safeguard the event's implementation. Every link was carefully attended to, giving the client peace of mind! The on-site effect was exquisite and full of atmosphere, attracting many guests to stop and admire.