Seaside Home for Music Fans Blends Art and Marketing

Taobao Design’s immersive venue redefines festival brand experiences

Inspired by the iconic cube of Tmall Heybox, Taobao Design reimagined this familiar form as a luminous searchlight, set against vivid seaside hues reminiscent of a sunset. Geometric motifs and audio waveforms evoke the rhythm of music, while reflective surfaces conjure the tranquil ambiance of the coast. Drawing from the architectural symbolism of the Aranya Church, the venue’s upward-angled roof represents growth, extending along the shoreline and housing exhibition areas that celebrate life’s memorable moments.

This innovative project stands out for its scenario-based marketing strategy, seamlessly integrating Tmall Heybox with the festival’s cultural spirit. The transformation of the brand’s visual identity into a dazzling stage and gradient coastline forges an emotional connection with young festival-goers. By establishing both online and offline engagement channels, the project amplified brand exposure and deepened audience interaction, resulting in a powerful cultural resonance.

Sustainability played a central role in the realization of the Seaside Home for Music Fans. The structure utilized renewable, low-impact materials, including a lightweight steel frame and non-toxic finishes, ensuring both durability and environmental responsibility. The careful selection of materials and craftsmanship created a safe, comfortable space that embodied the relaxed charm of the seaside, inviting fans to immerse themselves in music and design.

The venue’s interactive design facilitated multisensory experiences, allowing visitors to explore brand products and participate in music-themed games through engaging installations. A full-process live stream extended the experience to virtual audiences, enabling real-time participation in product launches and performances. This hybrid approach overcame the limitations of traditional events, ensuring seamless interaction between brands and audiences both onsite and online.

The project’s impact was significant, attracting over 70,000 visitors and generating more than 400 million online topic views. By introducing five major brands and fostering a cycle of product experience, emotional resonance, and social sharing, the initiative demonstrated the effectiveness of blending business with cultural events. The design’s success was further recognized with the prestigious Golden A' Design Award in 2025, celebrating its outstanding contribution to advertising, marketing, and communication design.

Seaside Home for Music Fans exemplifies how innovative design and strategic marketing can elevate cultural festivals, creating lasting connections between brands and audiences through immersive, artful experiences.