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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.

On the exquisite evening of June 6, 2024, globally renowned streetwear icon A BATHING APE® debuted its first runway showcase in China, gracing Shanghai with a spectacular introduction of the 2024 Fall/Winter collection. Highlighting its distinguished sub-brands: AAPE, BAPE BLACK®, BAPY®, APEE, and MR. BATHING APE®,  ACTIVATION EVENTS & ACTIVATION PR team helped present this momentous event at the Shanghai Expo-I Pavilion. This marked the brand's third historic show, where avant-garde street culture harmonized with magnificent Eastern artistry.

On May 18th, during the Arc'teryx Museum Day, ACTIVATION EVENTS collaborated again with Arc'teryx, working together with artists to create artistic installations and performances, presenting the path into the mountains in a more intuitive and diverse manner to the guests. This marked the commencement of a new chapter for the urban outdoor landmark of the brand.

The F1 Grand Prix returned to China after a five-year hiatus. This year marks the 20th anniversary of the F1 race, and on the eve of the final, the Mercedes-AMG Brand Night was held along the Huangpu River.