Creed hosted a Tracing the Snow Mountain themed event at the MGM Hotel in West Bund, Shanghai, attended by brand heir Erwin Creed, senior executives, media, artists, and fragrance influencers. The event featured an art film created in collaboration with artist Simon Beck, marking their first partnership. The film was inspired by the landscapes of Xilingol League in northern China, symbolizing rivers on the plateau and snow-covered mountains, aligning with the story behind Creed’s Silver Mountain Water fragrance. The collaboration highlights the brand's focus on craftsmanship and nature, while also exploring the intersection of art and fragrance.