Event Background
On January 20, 2019, Dongcheng International Group held its 2nd Orange Festival at Hall 16.2, Area C, Guangzhou Pazhou Complex. The event, themed 'Wonderful Oriental', aimed to showcase the cultural essence and brand charm of Dongcheng International's hotels through an immersive experience of Eastern lifestyle. Towin PR, as the event planning and execution partner, was responsible for design development and on-site execution coordination.
Core Highlights
The event revolved around the five core elements of Eastern lifestyle: 'Thought, Leisure, Elegance, Joy, and Ease', creating five themed experience zones that innovatively recreated the charm of Eastern life in a temple fair format. The venue was divided into indoor and outdoor areas: indoors featured a stage, buffet area, and Zen dance performances; outdoors, the 'Thought' zone (tea room), 'Leisure' zone (street), 'Elegance' zone (book alley), 'Joy' zone (porcelain hanging performance), and 'Ease' zone (cocktail tasting) reconstructed a poetic Eastern ambiance, redefining hotel experiences.
Rendering
On-site Photos
Indoor Area
Stage
Stage
Buffet
Buffet
Zen Dance
Outdoor Area
The five zones—'Thought, Leisure, Elegance, Joy, Ease'—complemented each other. In Eastern culture, 'thought' is a haven amidst busy life, just as Dongcheng's presentation of Eastern lifestyle offered guests inner relaxation through tranquil spaces and fragrant tea.
'Thought' Experience Zone—A tea room set at the center of the galaxy, where sitting inside felt like being in the universe's core. Here, guests could quietly savor tea.
In Eastern life, leisure is a wisdom of rest, a feeling of 'home is where the heart is'.
The 'Leisure' zone was designed as a street lined with high-rises, yet exuding a serene atmosphere amidst the bustling city.
Reading has always been regarded as an elegant pursuit.
The 'Elegance' zone transformed books into a massive staggered structure, creating a true 'book alley' and 'book tower'. Walking through the unique alley, visitors could admire calligraphy and enjoy 'ink dance', a fusion of Eastern dance and calligraphy.
Easterners are known for hospitality, often hosting grand feasts for honored guests.
In the 'Joy' zone, everyday porcelain items found in Dongcheng International hotels—cups, plates, mirrors, ashtrays—were suspended, setting the stage for a performance blending visual and auditory impact!
Whether 'wine in luminous jade cups' or 'singing with wine, how long is life?', Eastern wine culture always intertwines transcendent freedom and poetic self-consolation.
Amidst flowers and moonlight, paired with the rich flavors of Chinese and Western cocktails. A cup of wine, a moon, returning to inner peace beyond all. In the 'Ease' zone, bartenders crafted cocktails with an Eastern flair.
Sign-in Wall
Related Services
Towin PR provided design development and on-site execution coordination for this event. From renderings to construction, from the indoor stage and buffet area to the five outdoor themed zones, the Towin team meticulously managed every detail, ensuring a seamless fusion of Eastern aesthetics and event flow, helping Dongcheng International successfully redefine hotel experiences.
Industry Insight
Currently, the hotel industry is transitioning from mere accommodation to lifestyle experiences. Through the Orange Festival, Dongcheng International demonstrated its insight into consumer spiritual needs via immersive Eastern cultural experiences. For event planning companies, such brand launches require deep understanding of the client's cultural core, translating abstract concepts into tangible scenes and interactions to enhance brand identity.
Summary
The 2nd Dongcheng International Orange Festival, themed 'Wonderful Oriental', offered participants a feast of Eastern culture through five experience zones: 'Thought, Leisure, Elegance, Joy, and Ease'. With professional event planning and execution capabilities, Towin PR ensured the event's success from design development to on-site coordination, once again proving its expertise in brand launches and PR events.
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