(First Prize) Competition: Tag Heuer Lunar Chinese New Year Window Display Project
Featured in: 3 Tag Heuer Singapore: ION Orchard, Wisma Atria, and Marina Square
Window Display Date: January 2020
Theme: 2020 Lunar New Year
Project Write-Up:
This is a school project from my bachelor's degree studies at Lasalle College of the Arts, under the Goldsmiths University of London. In celebration of the Lunar New Year 2020, luxury watch boutique TAG Heuer held a competition for BA(Hons) Fashion Media and Industries students to design and create animated window displays for the brand's retail shop windows.
About Design:
This winning concept was inspired by the essence of Heritage and Avant-Garde. Representing the festival’s origins are the traditional Chinese doors in the background, reminiscent of a home setting. The lines unfurling across the design express a theme of unity that is a constant in the culture and heritage of Chinese New Year. Juxtaposed against the modern lines of the design, this winning design expresses that TAG Heuer does not crack under pressure and the heritage remains despite the ever-changing time.
Singapore Tag Heuer CNY 2020 Lunar New Year winning concept announcement day
Winning window display concept on announcement date display
Winning CNY window display displayed at Orchard ION
Winning CNY window display displayed at Wisma Orchard
Winning CNY window display displayed at Wisma Orchard with group members
Tag Heuer winning concept write up
Adobe Illustrator illustration of what Tag Heuer ION Orchard original looks
Window display arrangement illustration sketch
Tag Heuer window display winning announcement day
Tag Heuer watch prize awarded to group members in winning concept team
