MAOCHANG

ILLUSTRATION Character design digital illustration Drawing artwork Fashion fashiondesign poster design branding

Maochang Eyewear's 100th Anniversary Illustration Poster

"The Spirit of the Sea, the Wonderland in Shanghai " is my collaboration with the century-old Shanghai brand, Maochang Eyewear, to design the main visual illustration poster for their conceptual flagship store, to be used in window displays and store exhibits. Maochang's story began in 1923, a century of brilliance and glory condensed into a moment of great significance. For me, Maochang Eyewear is like a hot air balloon of the industrial era, carrying the fashionable concept of modern Hai Pai, radiating vitality in its hundred-year history.

The drawing inspiration is from a century's worth of heritage, blending classic traditions with fantastical imagination, I transform the stories into vibrant modern art.

The illustration poster at the window display

Rooted in Shanghai, the century-old brand Maochang Eyewear emerged at this moment, embarking on a hundred-year legend. Through the passage of time, enduring and rejuvenating, encountering, accompanying, transforming, and persevering — this is the guardianship and inheritance of the Hai Pai spirit, this is the indelible sentiment about Shanghai.

The Illustration Characters: Rose Poet, the Seafaring Explorer, the Newspaper Scholar, the Exquisite Socialite, and the Returning Overseas Student at "Maochang 1923 Mirror World Concept Store" renewal ceremony

The Hai Pai trendsetters, who have just embraced Western avant-garde thinking, are open-minded, boldly innovative, and imaginative. With a broad vision, they are practicing the future they imagine, striving for an ideal new realm. One of the most memorable aspects for me was the "Illustration Character Cosplay" segment. It was the first time I saw the exaggerated and intricate characters from my drawings - the Rose Poet, the Exquisite Socialite, the Seafaring Explorer, the Newspaper Scholar, and the Returning Overseas Student, each meticulously brought to life. Every detail corresponded perfectly, and even the actors' demeanor matched impeccably.