Lunar New Year celebrations have been going strong across the globe since the beginning of this month, with many brands launching new collections and creating marketing activities in their local markets.
What is Lunar New Year?
Lunar New Year has been traditionally celebrated across Asia and Southeast Asia in countries like China, Singapore, Thailand, Japan, Malaysia, and Vietnam. In the past few decades, Lunar New Year has become one of the most important holidays celebrated worldwide.
There are 12 zodiacal animals in the lunar calendar, and each year, brands have the chance to develop new products that correspond with that year's zodiac animal. People's zodiac sign is determined by their birth date, and even non-lunar-celebrating consumers have a basic understanding of the zodiacs. Brands depend on zodiac symbols to promote their products because of consumers’ shared desire for identifying selves in culturally-rooted instances.
© xNomad (creator: Sonia Lee)
This year, Lunar New Year falls on February 1, the Year of the Tiger. The tiger is the king of all zodiac animals and is associated with confidence, strength, and bravery. The tiger years are 1938, 1950, 1962, 1974, 1986, 1998, 2010, 2022. This year plenty of brands launch their unique tiger capsule collections during the Lunar New Year, including Gucci, Bottega Veneta, and Louis Vuitton, which will allow brands to solidify their growth inside their ever-expanding markets. Let's look at how they embrace Lunar New Year by opening themed Pop Up stores in different markets.
Bottega Veneta the Wall Pop Up
Bottega Veneta is transforming a section of the Great Wall of China into a gigantic digital display in honour of the Lunar New Year. The Great Wall, one of the most well-known and vieux sites in China, is historically known as the 'first pass under heaven’.
© BOTTEGA VENETA
From January 6 to 12 in 2022, a Pop Up art installation launched by Bottega Veneta presents a positive message in their unique Bottega green and tangerine colors(a symbol of luck in China). The panel displays the message ‘新春快乐’,which means ‘Happy New Year’ in mandarin.
© BOTTEGA VENETA
BALENCIAGA Tiger Pop Up
Region: Hong Kong
Their Year of the Tiger collection reinterprets ready-to-wear classics like the Hourglass and Le Cagole bags in magnificent tiger stripes, as well as beanies and scarves in all-over Balenciaga logos. Balenciaga has also included matching children's clothing in their collection to celebrate Lunar New Year's tradition of family unity.
Stand-alone creative approaches to presenting the year of the Tiger theme of boldness, confidence, and unpredictability are also taken by both a Pop Up store and a open area at the prominent local mall K–11 Musea.
Louis Vuitton Tiger Pop Up Installation
With the launch of its third Maison in mainland China and its fourth store at shopping area Taikoo Li in Sichuan Province, Louis Vuitton is doubling down on China's luxury spending powerhouse Chengdu.
© LOUIS VUITTON
Nearby the Daci Temple, the shop is situated in the core of the city's commercial district. The Maison is the first time a Vuitton store has used an entire historic structure as part of its design.
© LOUIS VUITTON
The Chengdu house has been decorated with a series of tiger tail Pop Up installations in honour of the Lunar New Year of the Tiger, which has already gone viral on Chinese social media.
Gucci's New Tiger-Spirit Pop Up Store
Gucci celebrated the Lunar New Year with a unique tiger collection in 2022. The exclusive Pop Up features a beautiful print depicting a tiger reclining on a lush green and floral backdrop. In celebration of the Lunar New Year, Gucci has opened a special Gucci Tiger Pop-Up at ICONSIAM to showcase its newest collection.
Lunar New Year is not only a holiday about tradition but also an occasion for brands to celebrate cultural inclusiveness and tap into fast-growing markets that contain strong spending power.
We in xNomad can help you from creating concepts to finding the perfect vacant stores. In 2021, we have helped brands from Hedvig to Flattered to open Pop Up stores across the Nordics. Contact us now to act on your ideas: www.xnomad.co.