Luxury brands give Mid-Autumn gifts a modern twist

The Mid-Autumn Festival, one of China’s most culturally significant celebrations, presents a golden opportunity for luxury brands to engage their most valued clients. As young consumers increasingly reinterpret traditional customs and seek unique, personalized experiences, brands have astutely tapped into this trend with fresh, innovative strategies. Luxury brands are giving Mid-Autumn Festival gift boxes a modern twist, though mooncakes remain an iconic element. Instead of focusing on the quantity of mooncakes, brands are enhancing the diversity of gifts, creating a more comprehensive experience. Here are five brands that are masterfully blend traditional festive elements with contemporary marketing. Bottega Veneta Bottega Veneta’s Mid-Autumn gift set offers a nostalgic touch via its inclusion of the classic Mikado game sticks, evoking memories of festive moments past. These wooden sticks, adorned with multicolored volcanic glaze, are inspired by Venetian ceramic craftsmanship – an artisanal touch also seen in the brand’s newly launched candles and trays. Accompanying the game are mooncakes in two flavors, chocolate and black truffle, crafted by Italy’s Marco Erba, executive chef at Hilton Shanghai City Center. Jaeger-LeCoultre Jaeger-LeCoultre pays homage to the cultural significance of Chinese ceramics. The Swiss luxury watchmaker has unveiled a ceramic tray created in collaboration with Chinese artist Zeng Yixin for this year’s Mid-Autumn Festival. Blending Art Deco aesthetics with intricate architectural details, Zeng’s tray mirrors the luminous beauty of a full moon, evoking the festive atmosphere of Mid-Autumn night. The piece also subtly echoes the design of a watch dial, bridging the gap between art and timekeeping in a way that is meaningful and visually striking. Moynat Moynat honors Chinese craftsmanship with its exquisite gift box design, inspired by blue-and-white porcelain, one of China’s most celebrated ceramic traditions. The box’s unique shape, drawn from Moynat’s signature logo, harmonizes French elegance with ancient Jingdezhen porcelain-making techniques from Jiangxi Province. Adding to the charm, playful images of rabbits frolicking under a laurel tree infuse the box with warmth and festivity. Montblanc Montblanc takes a playful yet sophisticated approach to Mid-Autumn Festival with its Chinese checkers gift set. Merging intellectual stimulation with a modern aesthetic, the brand’s gift box incorporates elements from its new Style 3.0 leather collection. The design features a refined lavender-gray tone, punctuated by Montblanc’s signature prints. The chess pieces, in black and gold, are a nod to the classic color scheme of Montblanc’s iconic Meisterstück writing instruments. Canada Goose Canada Goose’s gift box emphasizes sustainability over traditional cultural elements. Image: Canada Goose Canada Goose’s gift box emphasizes sustainability over traditional cultural elements. Reflecting the brand’s “Live in the Open” ethos, the box takes the form of a uniquely designed suitcase. From the eco-friendly packaging to the sustainably sourced ingredients inside, the box highlights Canada Goose’s commitment to environmental stewardship and its “humanature” philosophy, which purports to blend luxury with sustainability.

Luxury brands give Mid-Autumn gifts a modern twist

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Published September 12, 2024

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Luxury brands give Mid-Autumn gifts a modern twist