Event Background
Xiangyunsha (Gambiered Guangdong Gauze) is a representative of Lingnan and Cantonese culture, recognized as an intangible cultural heritage. On October 14, 2023, the 'Unveiling the Cloudy Gauze · Innovating New Life' Nansha Xiangyunsha Designer Fashion Exchange Show took place at the Nansha Bay Coastal Conference Center. The event discussed the development trends of Xiangyunsha in the fashion industry and its artistic value, aiming to preserve cultural roots, promote the intangible heritage brand, and tell the story of Nansha. Towin New Idea International Media was honored to serve as the execution unit for this event, witnessing the rebirth of Nansha Xiangyunsha.
Core Information
The event was guided by the Publicity Department of the Nansha District Committee of the CPC, and hosted by the Nansha District Culture, Radio, Television, Tourism and Sports Bureau, and the Lanhe Town People's Government of Nansha District. The Towin team planned the project timeline in advance to ensure orderly progress, designed and produced materials such as invitations and posters based on client needs, provided efficient on-site event flow and personnel management plans to ensure smooth execution, and tailored a promotion strategy covering pre-event publicity, live streaming, and post-event review, ensuring timeliness and efficiency. From initial planning to final execution, after four months of refinement, the event was successfully completed with seamless cooperation among all parties, earning 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, promotion strategy formulation and execution. Specific services included: main KV and preheating poster design, planning of outdoor check-in and photo area, Xiangyunsha history wall, and Xiangyunsha exhibition area; indoor stage setup; performance resource coordination (dances 'Sui Nu Shai Liang' and 'Zui Xiangyun'); online media preheating and live streaming; and post-event review articles.
Industry Insights
As an intangible cultural heritage, the fashionization and branding of Xiangyunsha represent an important direction for cultural inheritance and industrial innovation. This event explored the combination of intangible heritage and modern fashion through designer exchanges and fashion shows, injecting new vitality into traditional craftsmanship. Towin PR believes that such events not only enhance regional cultural brand influence but also provide a benchmark for executing cultural-themed events in the event planning industry.
Summary
The 'Unveiling the Cloudy Gauze · Innovating New Life' Nansha Xiangyunsha Designer Fashion Exchange Show was successfully held, opening new horizons, perspectives, and journeys for Nansha Xiangyunsha. As a company with extensive experience in planning and executing high-standard events, Towin will continue to support the public relations execution of more brands and events, exploring cooperation opportunities together.
Main KV
The main KV incorporated Xiangyunsha pattern elements as the main creative concept, using white as the primary color to highlight the beauty of the patterns. Flowing textures served as the background, giving a cloud-like quality. Through stylized treatment of the human figure, different Xiangyunsha pattern elements were expressed as part of the form, conveying flowing beauty.
Preheating Posters
Five themed preheating posters were created around the concepts of 'Tracing Origins - Pursuing Roots - Inheritance - Rebirth - Co-creation.' The posters featured event guests as the visual focus, with Xiangyunsha colors as background and patterns filling the thematic text, creating an antique and culturally rich image.
Based on the event background, the Towin team adopted a high-end, fashionable, and artistic design direction, customizing various materials to create an exquisite and elegant on-site visual effect. The outdoor area featured a check-in and photo zone, a Xiangyunsha history wall, and a Xiangyunsha exhibition area. The check-in zone used colored threads to weave the event theme text; guests, guided by professionals, mimicked the weaving structure of four-end twisted Luo by pulling colored threads to wrap, promoting the weaving technique of Xiangyunsha. The history wall allowed guests to learn about the Lingnan treasure Xiangyunsha from multiple angles through graphic information on panels. The exhibition area displayed finished Nansha Xiangyunsha fabrics alongside designer and production team-crafted Xiangyunsha garments, making the gauze observable, sensible, touchable, and visible.
The indoor stage featured a straight screen combined with an L-shaped platform, with Xiangyunsha fabric as background decoration on the other side, creating a simple yet upscale atmosphere. During execution, the Towin team coordinated performance resources, arranging the creation of dances 'Sui Nu Shai Liang' and 'Zui Xiangyun' based on event needs and the humanistic sentiment of Nansha Xiangyunsha, interpreting the story of Nansha Xiangyunsha and offering the audience a visual and artistic feast.
For online promotion, Towin released preheating articles around the five themes of 'Tracing Origins - Pursuing Roots - Inheritance - Rebirth - Co-creation' to build momentum. Starting October 9, 2023, preheating articles were published on 10 media platforms including Pacific Fashion, Zhenxian Yinzhen, China Brand Clothing Network, ZAKER Fashion, China Cultural Industry Network, Xinbao Net Culture, China City News Network Culture, Dongfang Art Network, CCTV Art Inheritance, and Sohu Fashion, with average readership exceeding 15,000, effectively amplifying the event's voice.
Meanwhile, preheating posters were released, and on the event day, cloud album live streaming and Inke video live streaming were arranged. Post-event review articles were planned, and media platform promotion was closely followed, creating a closed-loop promotion with online and offline resonance. The Towin team assisted throughout the entire process, from venue setup to rehearsals, efficiently coordinating all parties to ensure the event's success. Every detail was meticulously handled, giving the client peace of mind. The on-site effect was exquisite and atmospheric, attracting many guests to stop and admire.