When visual merchandising was placed into the hands of young shoppers recently in China the resulting colorful sculptures sparked community building and plenty of proud parents, who marked the event with videos and photos.
The creations were crafted during an outdoor activity at the New World Department Store in Beijing to celebrate Children’s Day, where hundreds of youngsters turned out to fold cardboard pieces into building blocks.
Children’s Day in China is held June 1 and was first introduced in 1949. The holiday was extended to a full day in 1956. The holiday is regarded as a day for people to appreciate the children in their lives.
The event at New World Department Store was done in collaboration with Rotterdam-based Collective Paper Aesthetics. To promote the upcoming happening, decorations were constructed two weeks prior to the holiday.
With live music playing, families gathering at the shopping center’s entrance lawn were met by guides, who demonstrated how to play with the cardboard pieces. There was also a competition for building the tallest structure.