Chow Sang Sang blends tradition and attitude in New Year installations

Renowned jewelry brand Chow Sang Sang has launched a series of new installations in Hong Kong, Shanghai and Macao to celebrate the upcoming Chinese New Year.

Inspired by the traditional New Year's candy box found in households in the Lingnan area of China, the installations feature a galloping red horse. Flowing curves echo the movement of fish gliding through water.

In Shanghai it was unveiled at the central lobby of Grand Gateway 66 Plaza on Feb 4. The Rainbow Chamber Singers, the popular chorus praised by CGTN as "the cultural voice for a new generation", performed a mini concert under the baton of its founding director Jin Chengzhi.

Speaking at the event, Jin praised Chow Sang Sang's design, calling the new installation an immersive space that invites people to step inside, experience, interact and explore. "Young people today don't want to celebrate Chinese New Year in the traditional way," he said. "They are exploring new ways to express their festival wishes, retaining tradition, but adding their own attitude."

The event also marked the launch of Chow Sang Sang's New Year promotion campaign. From Feb 7 to 21, shoppers can join online lucky draws and win free gifts at stores in K11 MUSEA in Hong Kong and Grand Gateway 66 in Shanghai.

The company's New Year events will also be held in Shenzhen of Guangdong province, Xi'an of Shaanxi province, Chengdu of Sichuan province, Beijing, and Shenyang in Liaoning province. (Source: China daily)