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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.

On the morning of April 11th, the kick-off ceremony of the 2024 "FIRST in Shanghai" Global Promotion, jointly organized by the Municipal Commission of Commerce and the Jing'an District Government, and undertaken by ACTIVATION GROUP, was successfully held at Zhangyuan Garden. Hua Yuan, member of the Standing Committee and Deputy Mayor of the Municipal Committee, and Zhao Zhuping, Deputy Secretary-General of the Municipal Government, attended the event and officially launched the "FIRST in Shanghai" Global Promotion. Other relevant officials from the Municipal Commission of Commerce, the Municipal Foreign Affairs Office, the Municipal Greening and City Appearance Bureau, and the Jing'an District Government also attended the event. Additionally, more than 50 representatives of domestic and foreign brands, representatives of well-known urban landmarks in Shanghai, and media outlets were also present. 

ACTIVATION GROUP was honored to deeply participate in the entire planning process of "FIRST in Shanghai", including naming the initiative, designing the logo, inviting brand guests, and hosting the kick-off event.

On December 6th, Prada inaugurated its public exhibition, Pradasphere II, in Shanghai at the Start Museum. Told through a selection of stories curated by co-creative directors Miuccia Prada and Raf Simons, the exhibit traces the history and culture of Prada from its origins in 1913 to the present day.

More than 400 artifacts — physical and digital — are on display, drawn from the fashion archive as well as decades-long engagements across art, architecture, culture, and sport. ACTIVATION EVENTS contributes to creating diverse exhibition spaces.

Louis Vuitton presented the Men's Pre-Fall 2024 Collection by Pharrell Williams on Thursday, November 30th in Hong Kong.

This fashion show is not only the first early autumn series created by Pharrell Williams, the creative director of men's fashion at Louis Vuitton, but also the brand's first Pre collection show. It is also the first time Louis Vuitton has held a fashion show in Hong Kong, China. The set design is  designed by VILLA EUGÉNIE, transforming the Avenue of Stars in Hong Kong into a "Hawaiian beach." ACTIVATION EVENT once again supports Louis Vuitton, further elaborating on the "journey" that Louis Vuitton has always explored.