Shang Xia is an art of living brand that promises unique encounters with the heritage of Chinese design and craftsmanship. The renowned designer Jiang QiongEr established Shang Xia with the mission to create a 21st century lifestyle founded on the finest Chinese design traditions. In Fall 2014, all luxury connoisseurs’ eyes were on Shang Xia. The synchronized opening of the Shang Xia Maison in Shanghai in October 2014 alongside the 5th worldwide Hermes Maison was a milestone in the story of an understated brand that loves to take time to do things. To prepare for such publicity, Jiang QiongEr, as Shang Xia’s Founder & Artistic Director, photographer Paolo Roversi and the agency Fred & Farid Shanghai conceived a brand campaign that would explore deeper Shang Xia’s Chinese roots and soulful spirit.
“More and more Chinese people, after spending so long dominated by Western style, have a need to return to their own cultural heritage”
said Jiang QiongEr.
Jiang QiongEr and Fred & Farid Shanghai recreated the Chinese civilization’s birth from tea in a series of photos shot by Paolo Roversi in Shanghai and named it Le Chant du Thé. Tea leaves were then chosen as the perfect symbol of Chinese Heritage because they embody a part of Chinese culture that has remained intact throughout generations, reflecting Shang Xia’s philosophy of blending of tradition and modernity. A pool of tea, a cube full of tea leaves and a 40 sqm wall of tea were designed to bring to life an immersion of tea. Several tons of tea leaves from numerous Chinese teas varieties were used to create these stunning environments. The photos were displayed throughout Shang Xia boutiques in China and heavily featured on the windows of the Shang Xia Maison flagship in Shanghai.
The "Le Chant du Thé" brand campaign presented a selection of iconic products from the Shang Xia collection such as Lan Yue – the first Shang Xia bag made of leather and bamboo, Sculpture – an overcoat made of cashmere felt, and Bridge, – a tea service carefully crafted in bamboo weaving.
Credits:
Client: SHANG XIA
Campaign Name: Le Chant du Thé
Shang Xia Artistic Director: Jiang QiongEr
Agency: Fred & Farid Shanghai
Chief Creative Officers: Fred & Farid
Associate Creative Director: Juliette Lavoix
Art Director: Pierrick Jegou
Shang Xia Supervisor: ShuShu Chen
Shang Xia Designers: Gwenaelle Lemonnier – Yueyu Ren
Account Supervisors: Guillaume Leroux –Susanna Ding
Agency producer: Zhang Jing
Photographer: Paolo Roversi
Assistant Photographers: Matteo Miani – Li Kai - Melanie Rey
Retouchers: Atelier Lumière - Filippo Roversi
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