Shang Xia: The seed sower

This campaign promoted the launch of a store in Paris for Shang Xia, a luxury Chinese lifestyle brand developed in partnership with fashion house Hermes.

Shang Xia: The seed sower

Marie-Julie Lorenzo

Campaign details

Lead agency: Fred & Farid ShanghaiBrand: Shang XiaCountry: ChinaIndustry Luxury and super-premium brandsChannels used: Events and experiential, Internet - general, Social mediaMedia budget: Up to 500k

Executive summary

This case study describes how Shang Xia, a premium Chinese lifestyle brand, set about its mission to spread the message on Chinese social networks that Shang Xia may have been born in China, but was about to open a store in Paris – the luxury capital of the Western world.

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