PRESS RELEASE

CHINA XINTIANDI

X – Tree Starts the Journey of Feeling X

On November 22nd, Shanghai Xintiandi 2017 New Year Lighting Ceremony was held in the South Piazza. Together with 1024 Architecture, a famous art institution in France, Shanghai Xintiandi unveiled the curtain of 2016 Shanghai Xintiandi celebrating activity “Feeling X” with an innovative “X-Tree”. As one of the most important equipment of “LUMIÈRES SHANGHAI” Light Festival, “X-Tree” could be seen as a future-featured Christmas tree that took full advantage of such high-tech elements as sound, light and electricity. The event aims to offer Shanghai citizens a fantastic Christmas journey filled with science and technology as well as a special offline holiday-season shopping experience.

As an indispensable place to go to celebrate holidays in Shanghai, Shanghai Xintiandi hoped, through introducing this special “X-Tree”, to call for reducing the use of traditional Christmas trees which need much lumbering to the whole society. By doing this, it aimed to raise public awareness of environmental protection and sustainable development to a large extent. Meanwhile, in the following celebrating activities that last more than one month, Shanghai Xintiandi constantly launched various activities for consumers like AR interactive experience, Christmas party, creative idea sessions and Christmas-theme fair. In addition, it also launched with many stores a series of special offers for customers during the festival to give them an all-level consuming experience.

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“X-Tree” at Shanghai Xintiandi

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2016 Shanghai Xintiandi celebrating activity “Feeling X” was unveiled

 

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