Tribute to the Beauty of Life
The event was designed to reproduce the beauty of everything with a life through artistic jewellery from China.
Chow Tai Fook, a Chinese jewellery brand with 86 years’ heritage as well as the official global strategic partner of the China Pavilion at Expo Milano 2015, successfully held the «Tribute to the Beauty of Life» corporate day event within the China Pavilion. The event was designed to reproduce the beauty of everything with a life through artistic jewellery from China, to celebrate the pavilion’s core concept of «Heaven, Earth, People, and Harmony», and to pay tribute to nature.
As the first corporate day event held in the China Pavilion, the event attracted many VIPs, including representatives of the Expo organizing committee, representatives of the China Council for the Promotion of International Trade, and representatives of the Italy Pavilion organizing committee, to witness this historical moment together with CTF.
In her speech at the press conference and jewellery exhibition, Ms. Lau Pok, General Manager of the Mainland China Management Center, said, «As the leader of the Chinese jewellery industry, CTF takes advantage of Expo Milano as an international platform to attract people’s attention to nature through artistic jewellery collections, and to demonstrate the new style of ‘Designed in China and Made in China‘ to global visitors.»
At the event, CTF used its unique in-store practice of managing the «four senses» to create «visual», «auditory», «tactile», and «olfactory» experiences for the visitors, featuring the fragrance of the countryside, the sounds of wind and birds, and vivid, beautiful flowers to provide a beautiful rendezvous with Mother Nature in Milan. After that, models wearing the jewellery specifically designed by CTF for Expo Milano staged a visual feast spanning «yesterday, today, and tomorrow».
The «Forbidden City» collection designed with the aesthetics of architectural balance drew the curtain for the «Ancient Civilization» to showcase the best of Chinese tradition and Chinese culture. Everything in the world has a life and is beautiful. The natural style animal jewelleries then turned the scene into «Modern Civilization». Jewellery featuring animals like butterflies, beetles, giant pandas, spotted dear, and Chinese white dolphins demonstrated the beauty of life from different aspects — the sea, the land, and the sky.
They can touch our soul, and also awake people living in cities to treat our environment like our life, encouraging them to live in harmony with Mother Nature. In the «Future» collection, the models showcased jewellery jointly designed by CTF and famous Chinese artist Simon Ma, which reveal the secrets of life and express the tribute to nature, the thoughts about the future and the pursuit of sustainable development.
Since this year marks the 45th anniversary of the diplomatic relations between China and Italy, CTF designed the «Ambassador of Love» brooch, inspired by China’s national butterfly Teinopalpus aureus, as a national gift to the Italy Pavilion. The gift expresses best wishes for the friendship between the two countries and brought the event to its climax.
In addition to the corporate day opening ceremony, CTF also launched a service for visitors to send their greetings to Expo Milano online, as well as to mail a postcard, to convey their «Tribute to the Beauty of Life» greetings to those around them. Staying true to its philosophy of «sincerity – eternity», CTF pays tribute to Expo Milano with its stable leadership position in the industry, its excellent brand reputation, and its world-class jewellery design and craftsmanship.