Traditional brands, modern marketing
Print Edition
Products combining traditional crafts and modern design have won awards in a competition of time-honored brands in Jing’an, celebrating the one-year anniversary of the revitalization of Shaanxi Road N.
Jing’an is home to many historic brands and stores, such as Dameihua Shoes, Meixin Dimsum and Kaikai clothes. All have outlets on the south side of the road, a 30-meter section between Nanjing Road W. and Weihai Road.
As time went by, the brands lost their luster and markets. About a year ago, the road reopened with a new look and modern retailing concepts that pay homage to these time-honored brands.
The shops were overhauled, goods were upgraded and services were improved. Sales have dramatically climbed since them.
To celebrate the one-year renovation, Jing’an held a competition, attracting more than 50 designers.
Some of the winning works have been displayed at the 800 Show, a creative park renovated from an old workshop on Changde Road. Many have ended up on shop shelves.
First prize went to Lei Yun Shang, a 350-year-old traditional Chinese pharmacy, for its gift box combing an acupoint comb and a bottle of essential oil.
Other winning works included lamps in the style of cheongsam buttons inspired by Longfeng, one of the best-known makers of the traditional slinky women’s dress in Shanghai.
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