Mid-Autumn Festival 2020: our awards for the most incredible packaging
Every year in Asia, during the Mid-Autumn Festival - also known as the Mooncake Festival - the world’s greatest pastry chefs and chocolate makers imagine their own mooncakes. This creative competition obviously extends to the packaging that surrounds these cakes. These boxes, which are real gifts from luxury brands to their favourite customers, compete on beauty and innovation.
The Life Style Journal magazine, dedicated to luxury, offers us a glimpse of these creations of the year.
Once again, 2020 was no exception to the rule! Here is our list of the most stunning creations of this year for the Mid-Autumn Festival.
The enchanting box
To really make an impact, Louis Vuitton decided to play the nostalgia card by immersing its loyal clients in an exquisitely regressive, childlike, fairytale world. When opened, a golden music box begins to play gentle music. By reaching their audience on an emotional level, Louis Vuitton touches them where it counts - the heart.
The reusable box
Because the circular economy is more relevant than ever in 2020, several brands took on the challenge of reusable packaging. Van Cleef & Arpels, for example, gave their box a second life thanks to the ornate paper[CdC1] . From a cake box, it transforms into a charming jewellery display. It’s an effort to be applauded, which will not fail to delight this luxury jewellery maker’s preferred clients!
The gift box
To best respect the original spirit of the mid-autumn festival and to thank their loyal clients, what better than to slip a gift into your cake box? This is what the brand Bulgari chose to do, with its elegant cake stand to be assembled by the client, and which can also be used as a jewellery display. It’s a luxury gift that makes the perfect ambassador for the quality of the brand’s products.
The technical box
Let’s salute the technical prowess of the watchmaker Audemars Piguet, who managed to recreate a miniature Chinese shadow theatre in its luxury case. Each detail has been carefully thought-out and designed to best serve this reference to traditional Asian culture. As if you were actually there!
The fun box
Who hasn’t ever wanted to rediscover the simple pleasures of childhood? Hermès chose to offer its clients an original, fun and brightly coloured swing, while keeping the celebration’s emblematic animal, the rabbit, at the heart of their work. The gamble paid off.
The sustainable box
Finally, in tune with the challenges of sustainable development, the luxury fashion house Loewe decided to offer a box with drawers, made entirely from wood. Enjoying a pure and very modern style with an emphasis on functionality and simplicity, Loewe also offered its clients wooden plates and a paper lantern.