A MOMENT / Service design
Link traditional arts and the practical society sustainablely
PROJECT DESTAILS
8-week project, stakeholders including the client, supplier
ROLE
Researcher
Service designer
Interior designer
TOOLS
Adobe Suite
Rhino
Keyshot
Problem
Cink Shan is a calligraphy artist and Instagram KOL in Hong Kong, famous for her elegant style and peaceful life attitude. To expand the audience base, she seeks new attraction on her personal brand to the young generation.
📈 Objective
Discovering new attractions on client's personal brand to increase young fans base.
Pain point
How can we connect the slow-paced, traditional Chinese art to the fast-paced, practical young cosmopolitan?
📌 Lack of culture root & fast life pace
Due to the lack of access in their education path, the ever-fast life pace, and various entertainment options, this generation of Hong Kong youth is less familiar with traditional Chinese culture than their seniors. It seems unlikely for Chinese calligraphy to find a place in young people’s lives, not to say inspire their interest in a Chinese calligraphy artist and KOL.
Solution
💡 A moment: use the meditation feature in calligraphy process to attract and heal the young people of anxiety issue
Calligraphy is an ideal meditation medium since it is easy for people to enter a peaceful mindflow status when practicing. And meditation, as an effective way to release stress, is widely used to heal insomnia and build inner peace. We make the young people of insomnia interest in Chinese calligraphy by letting them experience a healing calligraphy practice. And we transfer this interest to an long-term emotion bond to Cink Shan by the co-created and companion souvenirs.
1. Event plan
Participants can experience a moment of concentration through meditation & writing experience, and bring this moment of experience into their lives and form habits with the DIY souvenirs.
2. Interior design
Based on the interior layout of Cink Shan’s art studio, the space is divided into three section:
1. Rest Area (making full use of the furnitures that is to big to be stored)
2. Co-creation Area (relaxing layout to ease the nervous of participants)
3. Mentor Area (using furnitures differ from the Co-creation Area to create a sense of mystery and authority)
3. Excution advice
- Timing Selection: Traditional date
Holding according to traditional timing (24 solar terms, Mid-Autumn Festival, etc.）
- 2B Business Adaption: Group co-creation
Considering Cink Shan has many clients of enterprisest, it would also be a need of 2B business adaption for the clients’ employees. We make adjustments in the activity purpose, writing content, and co-creation outcome.
Result
In 2022.09, Cink Shan started her second art lantern workshop. She combined our co-creation salon idea and the custom of The Mid Autumn Festival. After the workshop, the average engagement of the next month increases about 14%.
Takeaway
🤝 Client management
It is not my first time working with clients but it's my first time facing the client of artists and entrepreneurs. Besides the cost control and branding consistency, it requires more effort to communicate and analysis what is the core interest of the client under a open and abstract topic.
Also, since Chinese calligraphy is a minor art form, to speak the same language with our client, we self-studied the history and tried practice Chinese calligraphy. It not only faciliated the collaboration, but also helped we find the breakthough point.