Communication
Golden Brushstrokes on Azure
| Country | China |
|---|---|
| Year | 2024 |
| Award | GRAND PRIZE |
| Affiliation | CHJ Jewellery |
| Designer | TANG Haiqing, CHEN Danyuan, LIN Yunzhe, Alex |
| English | The design of the packaging is inspired by China's intangible cultural heritage, the craft of "hua si xiangqian" (flower wire inlay), which embodies the auspicious culture of "meaningful symbols bring good fortune". It presents classic cultural imagery such as "carp jumping over the dragon gate", "hundred flowers competing for beauty", and "phoenixes and dragons dancing", showcasing the collision of Chinese aesthetic philosophy with modern fashion art. We take hua si (flower wire) as the foundation to protect and innovate tradition, reflecting the brand's romantic eastern inspiration。 |
| Native | 花鸟相涧，金丝入画。包装设计由中国非物质文化遗产——花丝镶嵌工艺启发灵感，传承“图必有意，意必吉祥”的祥瑞文化，于包装上呈现“鲤跃龙门”“百花争艳”“鸾飞凤舞”等经典文化意象图景，包装以新思承经典，汲取传统文化，糅粹于当代审美，同时将延绵千年的非遗花丝技艺进行，跃然展现了中国美学哲思与现代时尚艺术的碰撞。整体以蓝金搭配为色调，强烈的色彩对比巧妙展现了深邃优雅与摩登夺目的完美契合。限定礼盒设计独具匠心，古典雅致双开门八边形外观结构，内嵌灯光与观赏性立体金片相映成辉，内里压印枣花锦图案绸缎，使文化传承更富有温度和收藏价值。我们许以花丝为承，护传统新生，焕新非遗，体现品牌浪漫的东方遐思，再造东方时尚新境撷寰宇之色。 |
| Positive Comments |
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| Judging Comments | "Golden Brushstrokes on Azure" by CHJ Jewellery, awarded the 'Grand Prize' at Asia Design Prize 2024, stands out for its innovative fusion of traditional Chinese craft "hua si xiangqian" and contemporary design elements. The jury was captivated by how the packaging design not only pays homage to China's intangible cultural heritage but also translates these traditional motifs into a modern fashion statement, reflecting the brand's commitment to preserving tradition while pushing the boundaries of modern aesthetics. The inclusion of auspicious symbols and classic cultural imagery, reinterpreted with a modern twist, was particularly praised for showcasing an elegant blend of history and modernity, thereby setting a new standard for luxury packaging design. |
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