China Duty Free
About China Duty Free
The work made for China Duty Free runs to 1 verified project since 2022 — mostly Retail, BrandExperience and Luxury.
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Digital Visual Experience for cdf Macau
Macau’s latest jewel in its crown is the opening of the Grand Lisboa Palace Hotel, a resort in Cocai, Macau, by Sociedade de Jogos de Macau, and China Duty Free (cdf). Cdf, China’s largest travel retail operator, takes up 7,500 square metres of space to create an unrivalled luxury retail and travel destination on the island. It is designed to evoke opulence and luxury with the use of gardens, ornamental bridges and walkways. All while showcasing the cdf experience to the world and marking a milestone in its strategic growth in the China Greater Bay Area. Superunion partnered with cdf Macau to create an extravagant digital visual experience for its new flagship destination. The ambition was to capture the imagination of the affluent visitors of Macau, a city known for its larger-than-life attitude. The brief was to create an artistic expression for nine digital screens that included 20-meter ceiling displays and LED wall panels three times the height of its visitors to revere and to awe. Inspired by an idea of ‘Surreal Island’, Superunion created a series of immersive and sensory visual animations that play on scale of the space and pay homage to the juxtaposing technique of surrealist art. Working in collaboration with Peru-based surrealist illustrator, Paolo Torres, and the cdf team, Superunion created a poetic world inhabited by characters and scenes, designed in a whimsical combination of retail products and magical creatures. A Tiger tote stalks the rainforest and a Venus statue built of lipstick sits at the centre of a lake, whilst porcelain whales dance in the sky. Each of these narratives was illustrated and brought to life in motion, seamlessly blending creative tech, illustration, art direction and cinematography, with each sensory experience designed to seamlessly exist alongside the store’s daily life. The scenes are highly intricate, with night and day cycles that reveal new discoveries from every viewpoint, bringing extraordinary to the everyday.