2023年春，户外运动品牌始祖鸟将秀场搬到了香格里拉，在海拔三千米的高原上完成了一场「向上致美」主题大秀。
ARC'TERYX始祖鸟来自高山，秉承户外基因，专注与自然共生和可持续发展；松赞以藏地为起源，是藏于隐秘、超胜之处的世外净土。本次「向上致美」主题大秀注定是一次登峰、造极、涤荡、纯粹的心灵之旅。
Spring 2023, the outdoor sports brand Arc'teryx moved its show to Shangri-La and completed a show with the theme of "TO THE TOP" on a plateau three thousand meters above sea level.
ARC'TERYX comes from the mountains, adhering to the outdoor gene, focusing on symbiosis with nature and sustainable development; Songtsan originated from Tibet, which is a pure land hidden in a secret and superb place. This "TO THE TOP" theme show is destined to be a journey to the top, perfection, cleansing, and pure soul.
山顶寓意极致，风雪无阻的是征服的脚步。
除了线下实体邀请函物料，我们还以藏地三月时节地理气候为灵感，制作了本次「向上致美」动态KV。我们将画面设定为：早春暖风扫走云翳与山顶积雪，日光将山顶渲染金黄，照亮一条攀登之路。最终落板以山纹沟壑里的余雪，勾勒出始祖鸟logo图形，是对极致户外精神勇气的追求，亦是始祖鸟对人与自然环境之间关系的思索。
我们将品牌对户外的探索和对高山的热忱融入到设计的每一个细节当中，用视觉呈现传递品牌精神，提升品牌的视觉资产价值。
以高山之名，向上致美；以视觉为核，创造联结。
The top of the mountain has the ultimate meaning, and the pace of conquest is unimpeded by wind and snow.
In addition to offline physical invitation materials, we also produced this dynamic KV "Upward Beauty" inspired by the geographical climate of March in Tibet. We set the picture as follows: the warm wind in early spring sweeps away the clouds and snow on the mountain top, and the sunlight renders the mountain top golden and illuminates a climbing path. In the end, the remaining snow in the mountain ravines was used to outline the Archaeopteryx logo. It is the pursuit of the ultimate outdoor spiritual courage, and it is also Archaeopteryx's thinking about the relationship between humans and the natural environment.
We integrate the brand's exploration of the outdoors and enthusiasm for mountains into every detail of the design, convey the brand spirit through visual presentation, and enhance the brand's visual asset value.
In the name of the mountain, beauty reaches upwards; with vision as the core, we create connections.
洞察始祖鸟品牌的极致户外精神与松赞所在藏地独有文化灵感，紧扣自然、环保、在地、探索等关键词，开展本次项目物料设计。
从拥有纹理的环保外包装纸、用于捆扎的粗粝麻绳，到印有松赞在地等高线的地图明信片。我们模拟登山/户外爱好者的旅行手帐和打包技巧，将活动rundown和石刻捆绑在一起，以无限契合高山美学与户外哲学。
Based on the insight into the ultimate outdoor spirit of the Arc'teryx brand and the unique cultural inspiration of the Tibetan area where Songtsan is located, we carried out the material design of this project based on keywords such as nature, environmental protection, locality, and exploration.
From the textured environmentally friendly outer packaging paper, to the thick hemp rope used for binding, to the map postcards printed with Songtsan's local contours. We simulate the travel diaries and packing techniques of mountaineering/outdoor enthusiasts, and bundle rundown activities and stone carvings to infinitely fit the alpine aesthetics and outdoor philosophy.
拆开包装，获得蕴含藏文化缩影的「石刻邀请函」，这是本次核心物料之一，也是我们留给每位受邀嘉宾的课题：他们将手持户外锤，亲自敲开石刻，获取埋藏在石刻内的真正邀请函。以此致敬徒步丈量高山，攀登凌云的始祖鸟之路。
Unpack the package and get the "Stone Carving Invitation" which contains the epitome of hidden culture. This is one of the core materials of this event, and it is also the topic we leave to each invited guest: they will hold an outdoor hammer and personally knock open the stone carvings to obtain the buried treasure. A genuine invitation inside a stone carving. This is a tribute to the Archaeopteryx Trail, which measures mountains on foot and climbs the clouds.
本项目为ARC'TERYX \ CAIUS \ ONE-AND-ALL联合出品
