A new thriving ecosystem blooms where tradition and innovation meet, inspiring the next new generation.
Brand Campaign & Concept Design
Role
Designer
Year
2025
a concept that celebrates the importance of individuality shaping this unique location in the beating heart of Chengdu.
Our idea borrows the analogy of a thriving ecosystem, representing Taikoo Li as a series of blooming flowers,in the heart of Chengdu,where tradition meets innovation and collaboration fuels growth. A decade later, a new generation connects, creates, and inspires, embracing the duality of uniqueness and belonging. Taikoo Li has truly become a vibrant destination—a space where individuality flourishes, dreams unite, and the future emerges through various collaborations.
Taikoo Li: a new beginning where possibilities meet.
A Thriving Ecosystem to a Blooming Plus
The Chinese character for "ten" (十) carries multiple meanings. It is not only the unit of the decimal system, representing the end of one stage but also heralding the beginning of a new paradigm.
"十" signifies intersection, reflecting that Chengdu Taikoo Li exists as a unique space where tradition and modernity, the ancient and the contemporary, as well as internationalisation and localisation converge.
Ultimately, "十" represents Taikoo Li’s original intention; no matter how it rotates, it retains its form, reminding us to stay true to ourselves amid change. This shape is also synonymous with the idea of a blooming plus sign, symbolising a multitude of unique possibilities and connections.
Several unique “十” signs inspired by the architecture of Chengdu and its culture have been created.
Blooming flowers represent different pillars of the Taikoo Li brand through Chengdu’s distinct cultural influences
(e.g., Mahjong tiles, Sichuan spicy hotpot), blooming and growing dynamically. This shape can be applied flexibly across various applications, with the flowers blooming freely to represent Taikoo Li’s vibrant future.
Working with our creative technology team, we developed a prototype generative tool that creates flower petal shapes with unique patterns. This tool allows users to customise and redesign the petals for different special occasions, maintaining the brand's uniqueness and dynamic qualities. By experimenting with various designs, the prototype serves as a starting point for innovative expressions that resonate with our audience.