SM China scored a double victory for its commitment to delivering innovative and inspiring malling experiences at the 8th Golden Light Awards ceremony in Shanghai on March 31.
SM Xiamen's "Aura of Red: A Gallery of Light and Shadow" clinched the Award for Excellence in Innovation, while SM Zibo, secured the Award for Festive Marketing created for its "A Healing Xmas Season with Fluffy Elves."
A YI-nspired Chinese New Year with REDiant Fortune @SM Xiamen
Blending Fujian's intangible cultural heritage – Songxi woodblock art – with contemporary installations, SM Xiamen collaborates with dozens of heritage artisans to craft an immersive Spring Festival celebration.
It features interactive elements including China-chic zooming lantern, "Bell Jingles for Fortune" experience and printmaking workshop. A highlight emerges as traditional woodblock printing transform the skywalk into a bright red "Gallery of Light and Shadow," creating a viral-worthy visual spectacle that continues the Year of the Snake's auspicious momentum.
The cultural crossover initiatives during the celebration such as printmaking the good luck experience, "Carving A Timeless Ode to Songxi's Pastoral Beauty" woodblock art exhibition, engage citizens with China's living heritage while redefining festive aesthetics for modern urban spaces. The celebration has drawn 7.68 million visitors to SM Xiamen, with 14.12 million media impressions generated.
A Healing Xmas Season with Fluffy Elves @SM Zibo
During the 2024 Christmas season, SM Zibo unveiled its original "Fluffy Elves" IP, crafting a vibrant and immersive healing wonderland through tactile plush installations. An 8m-tall cross-level gift box centerpiece and playful furry interactive zones enveloped mall-goers in whimsical winter fantasy that blends warmth with festive storytelling.
The holiday program fused community-focused initiatives such as lighting ceremony and "Fluffy Elves' Carnival." Partnered with Zibo Wheatfield Project, the "Healing Strokes" non-profit art exhibition spotlighted social connection and engagement in inclusivity through joy-driven experiences. A total of 2.54 million views of exposure accumulated during the period.
Golden Light Awards
Established in 2018, the Golden Light Awards is a professional accolade honoring excellence in commercial displays, empowering innovation in the real estate sector. Entries are evaluated across 8 criteria: holistic design, storytelling, cultural depth, artistry, adaptability, interactivity, safety and cost-effectiveness.