AMI Paris opens its new concept store in China, in the heart of the city of Chengdu. To mark this milestone, the Parisian fashion house wanted a cultural and digital activation faithful to its DNA: joyful elegance, proximity and complicity.
In collaboration with illustrator Émilie Ettori and Studio Artera, AMI unveils "Where is Panda": a large illustrated map of Chengdu, inspired by its iconic landmarks and the bustle of the famous Taikoo Li mall.
Nine unique pandas have been tucked in among a profusion of details.
The experience was designed to unfold through two vectors:
- physically, in the mall, where visitors can discover the illustration on site.
- digitally, via an exclusive game on WeChat Mini Program, enabling millions of participants across China to join the adventure and try their luck.
More than an activation, "Where is Panda" is a bridge between Paris and Chengdu: a way of uniting art, fashion and a strong local identity around the same energy.
