Client: Tmall Hey Box

Scope of Work: End-to-End Services — Creative Design, Construction, Operations
Project Time: May 2025

We produced the “Lucky Playground” themed pavilion for the Tmall Hey Box × BAZAAR ICONS event, headlined by a pop-up book–inspired art installation. The spatial narrative reconstructed a surreal world through intricate pop-up mechanisms. Creatively, we integrated bespoke content from nine brands, balancing artistic expression with commercial objectives. Operationally, celebrity appearances and check-in moments drove engagement, attracting 5,000+ attendees and KOLs. Gamified interactions—such as custom scratch-card activations—further boosted participation, contributing to 100,000+ social posts and related conversations and helping establish the pavilion as a standout fashion-art moment.