Gao Guqi is a designer that has lived all across China, although the concept of "home" has always been of interest—particularly when launching FNJI, his own line of Chinese furniture. The interpretation of home that comes through in the design of Guqi's furniture pieces reiterates simplicity, authenticity and a strong connection to nature. As a designer Guqi pictures home as a place that's intimate and comfortable, a place where you can get away from the constant noise of the world.
In order to help create a stronger emotional connection between people and his products, Guqi came up with the idea of staging a play. over the course of five days at the UCCA store, FNJI furniture pieces helped to tell familiar stories like kids growing up and leaving home, marriage proposals and couples moving into a new home together.
Theatrical Furniture Exhibitions
This Chinese Furniture Showcase Took the Form of a Play
Trend Themes
1. Emotional Connection - Creating an emotional connection between customers and products through immersive experiences like theatrical exhibitions.
2. Nature-inspired Design - Incorporating elements of nature in furniture design to promote simplicity and authenticity.
3. Storytelling Marketing - Using storytelling techniques, such as staging a play, to enhance brand engagement and create memorable experiences.
Industry Implications
1. Furniture Design - Innovative furniture designers can explore incorporating natural elements and immersive storytelling to differentiate their products in the market.
2. Home Goods Retail - Home goods retailers can leverage theatrical exhibitions and emotional connection strategies to create unique shopping experiences and increase customer loyalty.
3. Marketing and Advertising - Marketing agencies can help brands create immersive storytelling campaigns, utilizing theatrical exhibitions, to engage customers on a deeper level.