As the Chinese Dragon Year approaches, fashion and luxury brands are increasingly activating their marketing efforts.
Besides launching dragon year limited collections or items, this year, many brands have also meticulously crafted large-scale dragon-themed art installations, combining their own iconic elements, becoming one of the most eye-catching spots in Chinese cities.
In this article, Luxeplace.com has selected the latest Dragon Year art installations from five luxury and fashion brands, including Louis Vuitton, Hublot, Hennessy, Zara, and Christian Louboutin, to see which one you like the most.
Locations: Shanghai Qiantan Taikoo Li boutique, Chengdu Taikoo Li boutique, Beijing Sanlitun Taikoo Li pop-up store
Starting January 1st, the French luxury brand Louis Vuitton has opened 2024 spring/summer menswear limited-time spaces in Beijing, Shanghai, and Chengdu, presenting dragon year art installations in all three spaces.
The dragon year art installations in Shanghai and Chengdu by Louis Vuitton feature cyan, green, and gold colors, with the dragon’s body covered in the Damier checkerboard pattern, and its eyes adorned with the Monogram pattern, with pearls embellishing from the dragon’s head to its claws.
In Beijing, Louis Vuitton crafted this dragon entirely in gold, making it particularly dazzling under the night sky.
Location: Shanghai Plaza 66
The Swiss watch brand Hublot presented a dragon-shaped paper-cut art installation at Shanghai Henglong Plaza, whose design and color scheme are identical to the Big Bang Soul Jiachen Dragon Year Titanium Gold watch created in collaboration with Chinese artist Chen Fenwan.
The color scheme of this art installation is derived from paper sculptures created by Chen Fenwan, with the dragon’s head located at the east entrance of Henglong Plaza and its body coiling up on the glass curtain wall behind it.
Locations: Shanghai Qiantan Taikoo Li, Guangzhou Taikoo Hui, Shenzhen Coastal City, Shenzhen Luohu MixC, Shantou MixC, Changsha IFS
The high-end spirits brand Hennessy, under the LVMH Group, released the V.S.O.P Dragon Year Limited Edition and opened 【Dragon Soars Across the Seas, Hennessy Celebrates the Heavens】New Year pop-up spaces in Shanghai, Guangzhou, Shenzhen, Shantou, and Changsha.
In each pop-up space, Hennessy crafted a giant dragon installation with a light gold back and a red belly, created by Chinese artist Yang Yongliang, who is also the designer of this year’s V.S.O.P Dragon Year Limited Edition packaging.
Locations: Chengdu Taikoo Li, Shanghai Anfu Road, Shanghai Times Square, Beijing Wangfujing, Shenzhen MixC World
This year, the Spanish fast fashion giant Inditex’s flagship brand Zara, in collaboration with the traditional Chinese porcelain brand “Xi Xing Le,” launched a co-branded series and set up temporary installations of a cute “little pink dragon” in various locations, mainly in shades of pink, green, and gold.
Besides static displays inside the stores, the “little pink dragon” also appeared in the form of boats and parade vehicles on the Suzhou River and at the Shanghai City God Temple, attracting passers-by to stop and take photos.
Locations: Christian Louboutin boutiques worldwide
The French luxury footwear brand Christian Louboutin collaborated with Chinese paper-cut artist Wen Qiuwen to create the themed window display “Auspicious Dragon Among the Stars and Clouds.”
Inspired by the ancient Chinese text “Er Ya Yi,” which describes the dragon as having antlers like a deer, a head like a camel, eyes like a rabbit, a neck like a snake, a belly like a mirage, scales like a fish, claws like an eagle, palms like a tiger, and ears like a cow, the artist ingeniously combined paper art with light sculpture, deconstructing and recreating to blend light and shadow cleverly, presenting the entire window display with a dreamlike visual effect.
| Image Credit: Luxeplace.com on-site photography, Louis Vuitton
| Editor: Zhu Ruoyu