China’s first design week;
China's first large-scale B2B exhibition with the theme of "Design + Material Selection";
Established in 2006 under the leadership of the government;
In 2007, it was jointly certified by IFI, ICSID and ICOGRADA, the three major international design organizations, and promoted globally simultaneously;
The first B2B business operation model such as "365+4 (days)", "Design+Brands" (D+B, Design+Brands) and "Design-driven brand incubator"
……
As one of the earliest entrants into the domestic design and home furnishing industries, the pioneering days of Guangzhou Design Week seem to be far behind, but it has focused on developing the value of designer channels for sixteen years. And to promote cooperation between designers and brands, it has grown into Asia's leading design industry event. The unquestionable leading position in the industry has made Guangzhou Design Week famous in the design and home furnishing industries.
◎ 2021 Guangzhou Design Week Exhibition Site
◎ 2019 Guangzhou Design Week opens in the night sky over the Pearl River< /span>
Now please think about this question: When we talk about Guangzhou Design Week, what are we talking about?
Is it a general home furnishing brand expo that selects materials? Or the annual designer social party? Or is it a resource integration platform for the entire upstream and downstream chains of the design industry? How is Guangzhou Design Week different from other industry exhibitions?
Perhaps, we can start with an in-depth chat about the first identification of Guangzhou Design Week - the exhibition. In this article we will first talk about: What exactly isWhat kind of brands are suitable to participate in Guangzhou Design Week?
PART 01
Positioning the leading brand in the high-end market
As Asia's premier design industry event and an innovation incubator for design-driven brands, the main gathering of Guangzhou Design Week is of course a group of leading home furnishing brands that are positioned in the high-end market and whose quality and aesthetics are online.
They tend to be almost meticulous and industry-leading in every aspect, from product research and development and production, to channel supply chain development, to providing services to consumers in stores across the country. Correspondingly, these brands themselves also have sufficient popularity and reputation, not only in China, but even around the world.
They are truly design-driven brands, and the value and intangible assets that design gives to the brand are huge. The brand vision and exhibition positioning of Guangzhou Design Week coincide with the development positioning of these leading companies. Strong cooperation links will eventually produce the effect of "1+1>2".
◎ 40 UNDER 40 Outstanding Youth in Chinese Design × Eagle Ceramics
◎ A tribute to Chinese design over the years × Mu inside and outside
◎ iS Global Intelligent Space Design Award×Morgan Smart Home
If the entire pan-home furnishing industry is broken down in detail, it can be roughly divided into two major sections: hard decoration and soft decoration. If it is further refined, it includes ceramics, high-end decoration, high-end accessories, floor materials, stone, and plates. , bathroom, doors and windows, coatings, lighting decorations,Furniture (civilian, office, outdoor, customized), intelligent systems, soft furnishings, etc. For so many subcategories, the leading brands in the market often have cooperation links with Guangzhou Design Week, and have made stunning appearances and released their latest products at the Guangzhou Design Week exhibition at the end of the year.
Dongpeng, ICC, Jianyi, Jinsi Yuma, Jinyitao, Marco Polo, Malachi, Matti, Nobel, Shunhui, New Pearl, New Yansu, New Zhongyuan, Yinuo, Eagle Ceramic brands such as Baili, Debei, Guanlan, Limi, Muli Muwai, Naku, RARA, Tucson and other high-end decoration brands, Basim, Deyun, Gononi, Korea Hyundai , Yuanhongtai and other high-end auxiliary material brands, flooring brands such as Bimay, Baier, Lamet, Shengxiang, and Zhilan, stone brands such as Dongxing, Green Star, Luoheng, Pengxiang, and Shengchao, Benjamin, EPIC, etc. , Meimo, MF, Wapainter and other paint brands, CLEAF, Furen, Formica, Lanson, POLILAM, Puli and other plate brands, Furui, Fusha, Wrigley, Kohler, Leboton, Rose Island and other bathroom ware brands Brands, lighting brands such as ING, Rennis, Sanfeng, Sanxiong Aurora, and Xintele, smart home and system brands such as Huawei, Handun Optoelectronics, Morgan, and Yingqu, Daxi, Various Colors, Mansa Musa, Poetry, Civilian furniture brands such as New Chiyo, office furniture brands such as Takata, Jumi, Hongqiao, Malati, and Meiji, outdoor furniture brands such as Dihuaou, Coolset, Meimengsi, Wenfeng, and Yadi, Fayi, Henglong, Customized furniture brands such as Asa and Youmeiyoupin, door and window brands such as Bakero, Huangpai, Ouzhe, Xiluo, and Yeyang, Spring in the East, Jianzhi Culture, Jianggongfang, Liangya, Omiya, Shibadian, Weishikang, Taoyuanshijia, Zhaimu, Funa, Meijili, Shimaqi, Yinran, Zhida and other soft accessories brands... (sorted alphabetically by brand name)
◎Some brand exhibition areas of 2021 Guangzhou Design Week
Most of the above-mentioned brands have received continuous exposure and become the focus of the exhibition in previous Guangzhou Design Week exhibitions. They have experienced designers competing for attention and design and home furnishing professional media competing. reporting stage. On the one hand, the brand itself has strong strength, and on the other hand, Guangzhou Design Week has a large coverage of its own designer group and rich and diverse industry supply chain resources. Just like Chollima meets Bole, like a good location meeting a good residential product, long-term interaction is more likely to spark creative sparks and produce unexpected market effects!
By the way, participating in Guangzhou Design Week is only the first step in the cooperation link, and it is a way for brands to carry out design channel marketing. As for the more cooperative methods between these leading home furnishing brands targeting the high-end market and Guangzhou Design Week, we will elaborate on them in the next article.
◎Some brand exhibition areas of 2021 Guangzhou Design Week
PART 02
Specialty brands with niche personalities
As we all know, the exhibition positioning of Guangzhou Design Week is "design + material selection", and it is committed to becoming the "source of contemporary living aesthetics". Therefore, it is a perfect match between "contemporary living" and " An annual gathering place for various innovative materials and design products in the two fields of "life aesthetics". As a design-driven theme exhibition, in addition to gathering a group of industry leaders positioned in the high-end market, it also attracts many niche brands with strong design capabilities.
For a long time, Guangzhou Design Week has always focused on exploring the design beauty of materials and products, hoping to help designers find new, strange and unique treasure materials and products that inspire them. These niche brands are often not yet popular in the market, or are in urgent need of promotion. They often have strong product and design capabilities, but do not have a complete supply chain in the short term, and are not nationally renowned brands.
◎ Some exhibits at the 2021 Guangzhou Design Week Exhibition
But such brands are the unique materials or products that designers are looking for. They have stronger design-driven attributes and are easier to express creatively in space furnishings, creating space for product experience. More immersive and interactive. Guangzhou Design Week is such a resource gathering pool, hoping to cover a wide variety of niche materials and products to create a scale effect and achieve a win-win interaction between brands and designers.
Some of the super curations of Guangzhou Design Week have such a curatorial purpose, such as specifically collecting hundreds of concrete environmental protection models with design aesthetic value, excellent product quality, and intuitive presentation The "Extreme Materials Gallery" for new building materials products, such as the "High-end Home Aesthetics Museum" that gathers a group of high-end home accessories brands and provides exquisite material selection services for high-end space designers, and the "High-end Home Aesthetics Museum" that brings together 100+ young lifestyle brands, provides "Creativity 101" where young creatives build a business interactive platform, such as the "Contemporary Life Aesthetics Exhibition" that gathers a group of emerging products covering ceramics, calligraphy and painting, cultural and creative gifts, floral works, tea life brands, tea art, handicrafts, etc. ……
◎ 2019 Ultimate Material Gallery Exhibition Area
◎ 2021 Haute Couture Home Aesthetics Museum Exhibition Area
◎ 2021 Creativity 101 Exhibition Area
DECO·DECO resin glass, which focuses on the development of high-end new materials and creates highly creative resin glass series products, originates from HCK, a fashionable small refrigerator that leads personalized customization in Northern Europe. Anyone with ideas Mosaic JNJ, the simple yet high-end cement tile Filona, the top terrazzo brand Guiyi that is loved by designers, the logo expert Jielong Logo Research Institute that leads a new experience in soft decoration logos, Kimberly Lee, who pursues the ultimate billiard art, 15 years High-end metal wood veneer brand selection, high-standard ultra-thin stone expert Xintik... are all participating brands in previous Guangzhou Design Weeks.
◎ Some niche brands participating in Guangzhou Design Week
From soft and hard decoration materials, to aesthetic utensils, to lifestyle, Guangzhou Design Week also covers "contemporary living" and "life aesthetics" in terms of niche brands. These two areas provide designers with many opportunities to choose materials and products.
◎ 2021 Guangzhou Design Week participating brand-Keepro Capra, specializing in professional customization of rock slabs and murals
◎ 2021 Guangzhou Design Week Exhibiting Brands-Super Fun&Siam Tea XIANCHA
◎ 2021 Guangzhou Design Week Exhibiting Brand-HOOOLDESIGN&Coco
◎ 2019 Guangzhou Design Week Exhibiting Brands - Round-trip Coffee
PART 03
A design company with the potential to create IP
In addition to the big names and niche specialty brands, the third category is design companies with the potential to create IP.
Guangzhou Design Week proposed the IP of "Super Curation" in 2021 to systematically plan previous theme exhibition resources. At the same time, the "Designer Brand IP Development Plan" will be newly proposed in 2022, hoping to shape designer brands through special formats, super curation, product co-branding and other methods. At the 2021 Guangzhou Design Week exhibition, many such cases of designer curation have been presented.
This is a super office exhibition jointly created by Guangzhou Design Week and Inch Craftsman. Cui Shu, founder of the CUN DESIGN brand, serves as the curator. In the form of a theme exhibition, CUN DESIGN’s response to the epidemic is injected In-depth thinking on the impact on people's lives and work, as well as new forms of future office space thought by CUN DESIGN based on concepts such as technology, health, efficiency, and environmental protection.
In 2022, a new super office exhibition will come again. This exhibition will be presented together with multiple resource partners from the upstream and downstream of the smart office industry, once again deepening the industry's brand awareness of CUN DESIGN.
Curator: Cui Shu
Founder of CUN DESIGN brand
◎ 2021 Guangzhou Design Week-Super Office Exhibition Area< /span>
◎ 2022 Super Office Exhibition is now recruiting
The BKA Big Kids Post-Dimensional Trend Special Exhibition, jointly created by Guangzhou Design Week and BKA Big Kids Post-Dimensional Trend Alliance, is curated by Shao Weiyan, founder of Zhugongfanmu Research Laboratory, and brings together the most influential and valuable people in the country and even the world. Animation fashion brands, trendy artists and designers showcase the new consumer trend exhibition of "design + two-dimensional culture = post-dimensional aesthetics".
The new 2022 BKA big kids post-dimensional trend special exhibition is being held. This year, the curated retail exhibition will be launched for the first time. The topic of BIG KID big kids will continue to create a trend!
Curator: Shao Weiyan
Founder of Zhugongfanmu Design and Research Laboratory
Taiwan Chiao Tung University, PhD in Architecture
Visiting Professor, Nanyang College of Cultural and Creative Industries, Shanghai Jiao Tong University
Dean of DRD Design Institute
◎ 2021 Guangzhou Design Week-BKA Special Exhibition Area for Post-Dimensional Trends for Kids and Adults
◎ 2022BKA Big Kids Post-Dimension Trend Special Exhibition is now on display
In 2020, Guangzhou Design Week teamed up with Update Design Weekly and Yuhe Guangnian Zhang Yaotian to create a "Super Childhood" themed exhibition, using 7 colors of space to convey 7 emotional expressions. In 2021, the two curators upgraded and launched the "Super Life Trend Joint Exhibition", joining forces with young designers such as Bu Tianjing, Chen Shuhao, Lin Jiacheng, Fang Fei, Yang Xuewan, Zhou Bo, Cai Yuyang, Xu Niandi, Sun Kang, Han Lei, and Yang Nan The designer focuses on contemporary youth consumer culture, combines the designer's own IP positioning, and predicts new consumption scenarios in the future. The 2022 "Super Lifestyle Trend Joint Exhibition" will be presented again with a new look, so stay tuned from December 9th to 12th!
Curator: Zhou You
Update Design Founder
Curator: Zhang Yaotian
Founder of Yuheguangnian
◎ 2020 Guangzhou Design Week-Super Childhood Exhibition Area
◎ 2021 Super Life Trend Joint Exhibition Curator
◎ 2021 Guangzhou Design Week Exhibition-Super Life Trend Joint Exhibition Area
2022 Guangzhou Design Week will also present the "Rongshe Art Stay" space jointly created with Zeng Jianlong, founder/director of GID Gray Dragon International Design and founder of Rongshe Art Lifestyle Brand The exhibition brings together original art furniture and artworks from the Rongshe brand to create an art gallery space that combines art and living experience!
Curator: Zeng Jianlong
Founder & Director of GID Gray Dragon International Design
Head of Singapore FW International Design China
Founder of Rongshe Art Lifestyle Brand
◎ In July this year, Zeng Jianlong’s first Rongshe Yisu Hotel opened in Opening in Shanghai (picture source: Design Wan'er)
PART 04
A cultural and creative organization with strong content planning capabilities
As for the "Super Curation" section of Guangzhou Design Week, in addition to attracting design companies with the potential to create IP, it also attracts cultural and creative institutions with strong content planning capabilities. From curatorial placement, to project co-construction, to co-creation of business models, Guangzhou Design Week has always adhered to the concept of "partnership in the world" and welcomes consultation and cooperation from all cultural and creative institutions that are interested in pioneering and innovating in the field of contemporary living and life aesthetics.
As an organization that specializes in creating immersive interactive modern commercial installation spaces, Shenzhen Gewu Interactive has established cooperation with Guangzhou Design Week since 2020. The "Mechanical Star Alliance" future new media art installation experience exhibition has been held twice. Each year, it takes space exploration as the theme and tells different new stories. Technology and art are perfectly combined here to create an imaginative future ideal. home.
◎ Previous Guangzhou Design Week exhibition site - Machinery Star Alliance Exhibition Area
In 2022, Mechanical Star Alliance will once again land in Guangzhou Design Week with the third new theme of "Future East"! From food, clothing, housing and transportation to lifestyle, imagination about new forms of future human settlements will all be included in this mechanical star-linked future city!
◎ On May 25 this year, the 2022 Guangzhou Design Week Strategy Release and Exhibition Upgraded briefing meeting·Shenzhen station site, the theme of the third season of Mechanical Star Alliance "Future East" was officially launched!
Foshan Jujiao Cultural and Creative is a cultural and creative institution with strong event planning capabilities. It has rich artists and cultural and creative aesthetic resources, a unique product strategy consulting system, and extraordinary creative content productivity. The 2019 "Rebirth" themed exhibition at the Ultimate Material Gallery, the 2020 "Dinner Party" themed exhibition at the Ultimate Material Gallery, the 2020 Ruins Art Festival, the 2021 Contemporary Life Aesthetics Exhibition and Haute Couture Home Aesthetics Museum, and Foshan Guiyi Art Museum are all organized by Jujiaowen Created and curated. At the same time, Guangzhou Design Week and Jujiao Cultural and Creative Group jointly established the "Guangzhou Design Week Super Brand Studio" this year to provide aesthetic customization services for many pan-home brands.
◎ 2019 Extreme Material Gallery "Rebirth" Theme Exhibition
◎ 2020 Ruins Art Festival
◎ Foshan Guiyi Art Museum< /p>
Guangzhou Damei Cultural Creation originated from the Damei Village Design Society established in 2015. It has held dozens of market activities and exhibitions, and many design and aesthetic sharing sessions. So far, I have been looking for a way to combine culture and creativity that combines Chinese tradition and contemporary times. Linking the scattered cultural and creative forces so that individuals are no longer individuals, this is the mission of Damei Cultural and Creative Industries.
In 2019, Damei Creative started to organize "Creativity 101" at Guangzhou Design Week, and in 2022 it will bring a new exhibition - "One Piece LIFE" Life Aesthetics Market! The exhibition is divided into four sections: One for Life, One for Aesthetics, One for Exquisiteness, and One for Wilderness. They jointly create the pyrotechnics and fashion of contemporary life, and present various ways of loving life and local culture!
◎ 2021 Guangzhou Design Week Exhibition-Creativity 101 Exhibition Area< /span>
◎ 2022 LIFE Life Aesthetics Market
In addition, there are Guangdong Arts and Crafts Co., Ltd. and Guangdong Arts and Crafts Association.In 2021, we will join hands with Guangzhou Design Week to organize the "Bay Area (Guangzhou) Cultural and Creative Festival", which will integrate museum cultural creativity, intangible cultural inheritance, arts and crafts works, Guangfu's leading time-honored brands, tea life appliances, contemporary home aesthetic brands, and art derivatives Combining products, etc. with the design industry to interact. In 2022, the "Guangdong-Hong Kong-Macao Greater Bay Area Arts and Crafts Fair" will be moved to Nan Fung International Convention and Exhibition Center and held concurrently with the 2022 Guangzhou Design Week!
◎ 2021 Bay Area (Guangzhou) Cultural and Creative Festival Launch Ceremony
◎ 2021 Guangzhou Design Week Exhibition-Bay Area (Guangzhou) Cultural and Creative Festival Exhibition Area
◎ The scene of previous Guangdong-Hong Kong-Macao Greater Bay Area Arts and Crafts Expo
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Of course, this does not mean that brands that do not meet the four characteristics listed above are not suitable to participate in Guangzhou Design Week, but from a marketing perspective, it will be more effective for these types of brands to have long-term interactions with Guangzhou Design Week. It has the effect of getting twice the result with half the effort and is more representative of the industry.righteousness can better achieve the same frequency and win-win situation in business models.
"Design drives industrial upgrading, and industry creates a better life." The brand values of Guangzhou Design Week speak for themselves. Guangzhou Design Week welcomes all design-driven brands to the annual design event, and uses the exhibition as a starting point to link or create new ones. business opportunities, and work together to realize the vision of "the source of contemporary human settlements and life aesthetics".
2022 Guangzhou Design Week will be held in Pazhou, Guangzhou from December 9th to 12th. The three halls will be linked, with a 4-day exhibition period, an exhibition scale of 180,000 square meters, and a collection of design products from 20+ countries. , 200+ urban design industry people across the country, 1000+ pan-home brand companies, 40+ super curatorial projects, 150+ concurrent forum activities, 45W+ expected visitors, we will meet you "lovely" by then!
