Project Background
On July 2, the 2023 Ningxia Maofen Carnival by Kweichow Moutai was held in Zhongwei, Ningxia, with over 300 Maofen participants. The event used the starry sky and desert as a bridge, blending Moutai culture with Ningxia culture to create an experiential event with both brand depth and regional characteristics.
Services Provided
The TowinExpo team provided full-process services from preliminary planning to on-site execution, including key visual design, exhibition area construction, stage presentation, material production, interactive session planning, and on-site execution coordination. The team integrated exhibition space design with event flow experience to ensure seamless connection between brand display and guest interaction.
Execution Highlights
The main key visual used blue sky, desert, and starry sky as the background, with a Moutai bottle standing in the center, incorporating Ningxia landmark elements inside the bottle, creating a strong visual memory point. The countdown posters revolved around the main key visual, combining Moutai brand, culture, and products to create various visuals for event preheating. The brand exhibition area featured themed displays of "Five-in-One Marketing" and "Five-Line Development," using installations such as three-dimensional characters on water pool steps, themed three-dimensional characters, and Xiao Mao DP points to strengthen brand culture output. The Starry Theater product display area and Maofen Family display area used immersive displays to enhance product texture. The outdoor starry evening party built a stage atmosphere around the concept of "Hometown of Stars," using the dialogue between Xiao Mao and Xiao Xun as a thread, connecting laser shows, launching ceremonies, torch handovers, poetic recitations, dance performances, and other segments, creating a warm and culturally rich evening.
On-Site Presentation
The carnival created a desert culture market, covering interactive experiences such as traditional Chinese culture, intangible cultural heritage creative products, desert culture, and Moutai ice cream tasting. Guests used exclusive market tokens to participate in games, experiencing intangible cultural heritage handicrafts, pitch-pot and cuju games, desert camel photo shoots, and desert-themed costumes, creating a lively atmosphere. The pre-event creative H5 invitation, based on the concept of "Making a Wish to the Stars," was designed with the main visual tone. Guests wrote wishes, which flowed into a bottle, eventually lighting up the bottle and generating a wish poster, effectively enhancing guests' participation and anticipation.
Brand Exhibition Area - Five-in-One Marketing
Brand Exhibition Area - Five-Line Development
Three-Dimensional Characters on Water Pool Steps
Themed Three-Dimensional Characters
Xiao Mao DP Point
Starry Theater - Product Display Area
Maofen Family Display Area
Theater Stage
Starry Stage - Three-Dimensional Characters
Project Summary
Through meticulous on-site execution and spatial design, this carnival organically integrated brand culture with regional characteristics, providing Maofen with an unforgettable experience. The TowinExpo team demonstrated comprehensive capabilities from creative design to on-site construction during the event execution, providing solid support for the brand event.
