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Shanghai, November 27, 2024 — On November 27, Hongkong Land officially launched its ultra-premium integrated commercial brand portfolio “CENTRAL” with the brand positioning “C FOR CENTRAL, CENTRAL IS PRIME.” Meanwhile, with 135-year legacy of excellence and innovation, the largest “Global Central” project in Mainland China “Westbund Central” was officially unveiled. CENTRAL aims to create an ultra-premium destination defining sophisticated lifestyles, establishing itself as a world-class commercial symbol at the heart of core cities across China.

On November 6, 2024, the prestigious exhibition titled "Cartier, the Power of Magic" hosted by the Shanghai Museum and supported by Cartier, opened with great ceremony. This exhibition marks the 60th anniversary of the establishment of diplomatic relations between China and France in 2024, and it is a reunion between the Shanghai Museum and the Cartier Collection, following their initial collaboration on the "Cartier Art Treasures" exhibition in 2004, after a gap of two decades.
The ACTIVATION EVENTS team dedicated a year of effort to assisting the brand in creating this exhibition. The exhibition meticulously selects nearly 300 treasures from the Cartier Collection and over 30 Chinese artifacts that dialogue with them, interpreting the inner spiritual world of jewelry through a novel perspective of "magical art."

On November 2, 2024, Chengdu Tianfu International Raceway witnessed an unprecedented event—the 2024 BMW M Festival. BMW, in collaboration with ACTIVATION GROUP, orchestrated this grand gathering after a five-year hiatus, which not only drew loyal BMW M fans from all over the country but also captured the attention of automotive enthusiasts worldwide. 

The Moncler Genius made its grand debut in Shanghai on October 19, 2024. Moncler, in partnership with ACTIVATION EVENTS, assembled a star-studded lineup of genius co-creators, igniting the creativity deep within souls, transcending boundaries, breaking shackles, and crafting an immersive sensory feast.

Creative Direction @villaeugenie
Set Design & Production @villaeugenie

In the golden month of September, the French premium sportswear brand LACOSTE, in collaboration with ACTIVATION GROUP, brought a tennis court to the Great Wall of China for the first time, hosting a brand gala themed "PLAY BIG." On this evening, Novak Djokovic, a tennis legend and a global ambassador for the brand, and Wang Yibo, the most influential young artist in Asia and also a global ambassador, made a joint appearance at the gala event.

From July 20th to September 8th, 2024, “The Art of Movement: Van Cleef & Arpels, Living Moments, Eternal Forms” exhibition opens at the former site of Shamian HSBC Bank, Guangzhou, China.

Featuring more than 100 creations from its patrimony collection and numerous documents, this selection illustrates the Maison’s constant quest to impart movement into precious materials. The exhibition is divided into four themes: Human Odyssey, Nature Alive, Elegance and Abstract Movement, leading visitors to an engrossing art journey.