MAILAND
Flower street transformation celebrating Vietnamese Tet with five elements symphony
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Client
Mailand Hanoi City
Duration
4 months
Services
Cultural Branding
Festival Identity
Event Design
Traditional Arts Integration
Team
Cultural Creative Director
Festival Designer
Traditional Arts Consultant
Event Branding Specialist
Project Gallery
The Challenge
Creating a festival identity that authentically celebrates Vietnamese Tet traditions while creating a modern, engaging experience for contemporary audiences.
Our Solution
We developed "The Elemental Philharmonic" concept, transforming Mailand Flower Street into a symphony of five elements and pentatonic scales, where each section represents a different instrument in the cultural orchestra.
Partnership Story
THE ELEMENTAL PHILHARMONIC - This At Ty Tet, we transform Mailand Flower Street into a spring symphony of five elements and pentatonic. Each part of the Street represents an instrument in the orchestra. Róc rách tre nứa, đào thắm ĐẤT. Ngân nga hạc cầm, thúc MẦM xuân. Rạo rực trống vang, dậy LỬA lòng. Réo rắt nguyệt cầm, tâm như NƯỚC. Tầm vông rộn rã, KHÍ hiên ngang. Đất trời cùng người, một khúc xuân ca.
Impact & Results
Successfully transformed Mailand into premier Tet destination
Increased festival attendance by 200% compared to previous years
Created authentic cultural experience that resonated with all generations
Established new model for traditional festival branding in Vietnam